GOOGLE SIDEWIKI: Implicaciones para las "marcas pharma"...

Last month, Google launched a new product called Sidewiki, an extension to the Google Toolbar. With a short download (and a recent version of Firefox or Internet Explorer, with Google Chrome coming soon), anyone can comment on any website and respond to other comments.

Pharma companies, concerned with everything from brand perception to adverse event reporting, are now put in a situation where they need to take action or they risk losing control of their brands' online presence -- or worse, having the FDA perceive Sidewiki entries as an integral part of a brand site.

The possibilities of Google Sidewiki are far reaching, and it could be some time before it is adopted broadly. Sidewiki could ultimately fail to resonate with consumers who are overwhelmed by the "noise" of a forum where literally anyone viewing a website can participate. The fact remains, however, that comments are already happening.

In November, the FDA will be conducting public hearings about social media "intended to help guide FDA in making policy decisions on the promotion of... prescription drugs and biologics and medical devices using the Internet and social media tools." In the next two months, Pharma companies need to decide what action to take.

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