Does it matter that Roche published its social media guidance?

Written by Silja on 23 August 2010 in Guidance, guidance & regulations - 4 Comments
Does it matter

As promised here, please find now below the first video on the Roche Social Media guidance release:

In addition to all the video responses, I also gathered written feedback from Berci and Manny:


Bertalan Mesko, MD, a.k.a Berci

“This is a seriously important step and I believe Roche just became the leader in the pharma 2.0 movement. After the Digital Pharma Europe conference and the HCSMEU Camp in Berlin where there were some discussions whether such a code of conduct should be published by all the participating companies, we could expect something like that and I’m glad it just happened.”


Manny Hernandez, tudiabetes

“Glancing at the guidelines, they seem to be more focused on the behavior of individuals who work FOR Roche, than how Roche sees themselves in an increasingly social media-enabled/connected world. This shows how they are decided to be one of the leading pharmaceutical companies in terms of figuring out how to operate in social media as opposed to waiting on FDA to rule how it can/cannot be done.”

Thanks to all of you for participating in this! I will release the next video response on the guidance clarity and completeness tomorrow…so stay tuned ;-)

DISCLAIMER: For full transparency, please find a video disclaimer from Amy Tenderich here.

4 Comments on "Does it matter that Roche published its social media guidance?"

  1. Andrew Spong 23 August 2010 at 9 h 48 min ·

    Hi Silja

    It was a great idea of yours to collate these opinions into a video, and thank you for asking me to participate.

    Roche has thrown down the gauntlet here.

    Let’s hope the rest of the industry feels that it can pick it up.

    Let’s also hope that Roche lives up to its own ambitions.


  2. Dana Webster 23 August 2010 at 14 h 27 min ·

    I’ve only been able to loosely follow the conversation and to glance at the entire Roche document.

    My first thoughts are that Roche has been incredibly wise to acknowledge that their employees are out in the interwebs participating in Social Media and to ask them, when relevant to company business, to be transparent and to follow a simple set of guidelines. Many other companies forbid employee interaction on sites for patients with diabetes, for example, for fear of DTC advertising infractions. When done responsibly, and when acknowledging that they are an employee representing their own opinion, they bring so much more credibility to the discussion.

    I’m looking forward to really diving into the commentary and analysis and to apply it to our company as we’re using Social Media as a primary focus of marketing for our product launch.

  3. Matt Owen 23 August 2010 at 15 h 22 min ·

    Despite increasing adoption, there’s still a tendency by many businesses (not just Pharma) to funnel Social Media. By publishing guidelines like this, Roche do show that they understand the need for cross-company governance. By doing so they’ll be providing a better service and protecting themselves from negative sentiment. All businesses entering the social media sphere should make sure they have a clear set of similar guidelines that enable as many employees at all levelsas possible to get on message and in the loop.

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