At an individual brand level, it’s highly unlikely that social media platform activity will decrease based upon the social media scandals from 2018. Most of the marketing efforts that TGaS benchmarks are showing that brands leverage these platforms intelligently and with great consideration. Now, if their key driver analysis (KDA) or ROI analysis indicates little to no value from social media, then you will see a decrease. However, at a corporate level, pharmaceutical companies leverage these platforms for corporate recruitment, investor relations, clinical research, and beyond.
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