Drugmakers that build an online social community only to drop the campaign a few months later risk alienating patients, warns Zoe Dunn, a principal at Hale Advisors. Instead, they must plan to sustain social media campaigns over the long term, she writes. "Before jumping in, you need to truly understand the premise of social media: it's about building relationships," Dunn writes. "Good relationships take time to cultivate, constant attention, and the resources to support them."
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