PR vs InteractiveAfter I outed an AstraZeneca Facebook blunder by Edelman this past February (see “AstraZeneca Hosts ‘Take on Depression’ Facebook Discussion — Seroquel Lurks Behind the Scenes“), my friend Rich Myer at World of DTC Marketing had this key lesson to share: “Don’t hire an agency to implement your social media strategy especially if that agency is Edelman.”

It may have been no coincidence, therefore, that Edelman recently hired Shwen Gwee — @shwen on Twitter — as VP of Digital Health. Shwen was the former Lead for Digital Strategy and Social Media (Marketing) at Vertex Pharmaceuticals.

Should a PR firm or an interactive marketing agency be in charge of pharma social media campaigns?

Find out what experts think here (be sure to read the comments too):

Issue: Vol. 10, No. 13
Publication date: 23 August 2011

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