So whilst I’ve been getting to grips with the notions of web2.0 senior analysts at Ernst & Young have been chomping at the bit over Pharma3.0. Sorry, come again?

The study named ‘Pharma: progressions 3.0’ has suggested that pharmaceutical companies should be working with IT companies, mobile phone companies and other non-traditional working partners if they are to successfully make the switch from being product-focussed to customer-centric.

The report claims that a Pharma 3.0 ‘ecosystem’ comprised of established industry members, nontraditional companies and an increasingly informed and empowered consumer is passing pharma by. It believes that pharmaceutical companies “remain largely on the sidelines of this revolution, hampered by a regulatory framework governing patient interactions which has been slow to evolve”.

So it would appear that pharmas have their hands tied by the red tape of the ABPI and other regulatory bodies. Well, the report suggests that change is on the way, 92% of pharma execs asked believe new entrants into the industry will likely consist of e-health, mobile-health and new medical technology firms.

So who’s been taking the plunge? Johnson & Johnson have the Lifescan Iphone app, allowing diabetes sufferers to upload and monitor their glucose levels and Bayer have something similar for the Nintendo Wii.

So what does this mean for social media? As pharmas gain confidence in areas of ‘fringe marketing’ like digital media, we’ll see a shift from traditional methods as we have in much of the private and now public sectors. It’s fair to assume that social media will form an integral part of any pharma marketing strategy, not because it’s the latest trend, but because it provides the right channels for much needed two-way dialogue. At least that’s my opinion anyway.

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