Why Pharma Needs to Leverage Social Media

Pharma businesses collectively spent billions of dollars on TV advertising in 2023. With TV ads now under threat we look at how social media can be leveraged. Sooth founder Ian Baer weighs in saying "the reality for pharma companies is people trust social influencers more than they trust brands.” Hurdles to pharma embracing social media is the regulations they face on the platforms, contributing to a percieved lower return on investment.