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RxWIKI Promotes Pinterest-Driven “Medical Encyclopedia” of Pharma Brands

Intouch Team

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Background

On March 6, RxWiki, Inc., launched a pharmaceutical-focused Pinterest account, sharing photos and videos related to prescription and over-the-counter (OTC) products.

The pin boards are grouped by disease state and include product photos, labeling information and photos of patients for each disease state (see examples on next page). The company’s press release calls the collection a “medical encyclopedia,” and the company also reached out to industry representatives via Twitter and other means to drive traffic and interest.

This point-of-view document will provide a brief overview of the Pinterest boards, associated risks and implications, and our view on if pharmaceutical companies should take any related action.

Overview

All of the RxWiki Pinterest photos link to a page on the RxWiki.com site, signaling a method of using Pinterest and health/pharmaceutical-related searches on the platform to drive traffic to RxWiki.com.

Below are examples of RxWiki Pinterest photos related to gallbladder cancer.

“If you use our Products for commercial purposes in violation of Section 1(c), as determined in our sole and absolute discretion, you agree to indemnify and hold harmless Pinterest and its officers, directors, employees and agents, from and against any claims, suits, proceedings, disputes, demands, liabilities, damages, losses, costs and expenses, including, without limitation, reasonable legal and accounting fees (including costs of defense of claims, suits or proceedings brought by third parties), in any way related to (a) your access to or use of our Products, (b) your User Content, or (c) your breach of any of these Terms.”

Next Steps for Pharma Brands

While pharma companies are still evaluating the viability of Pinterest, balanced against the need to monitor comments and report adverse events that might arise, it appears that RxWiki is interested in seizing the opportunity to leverage pharmaceutical brand names and photos to drive awareness of their own Wiki website.

While it’s useful for pharmaceutical marketers to be aware of the RxWiki Pinterest publicity, we do not recommend taking any specific action at this time. The U.S. Food and Drug Administration (FDA) has not provided direction on manufacturers’ responsibility to correct misinformation posted online, so companies should continue to follow their own standard operating procedures related to this area, as well as any copyright concerns. There is little difference between this RxWiki “encyclopedia” of pharma brands and other existing online lists or catalogs of medications (ePocrates, Drugs.com) that remain largely beyond the industry’s control.

We will continue to monitor the RxWiki Pinterest board and will publish additional POVs as necessary.

Please contact your Intouch Solutions representative for information on Pinterest, the opportunities it presents and challenges that are specific to the pharmaceutical industry.

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