In today’s world of pharmaceutical marketing, burying our heads in the sand when it comes to social media simply isn’t an option. The imperative for engagement is not just about supporting brand success: as a sector, we also have a moral responsibility to be present.  Why? Because pharma’s evidence-based voice really matters. It’s needed to inform, to educate and to counter the tidal wave of misinformation that now not only comes from anonymous disruptors, but can even be amplified by public figures, including politicians.

However, with social media providing unique compliance challenges, there is definitely still the temptation to take a more conservative option. Playing it safe may feel easier, but will it be the most effective way to reach some of the audiences we need to engage? Probably not.

So, what is there to help us? Bodies like the Prescription Medicines Code of Practice Authority (PMCPA) and the European Federation of Pharmaceutical Industries and Associations (EFPIA) have updated their codes to help us navigate this fast-moving space.  But let’s be honest, the pace of social media evolution means there is still plenty of scope for confusion and ambiguity. The Healthcare Communications Association (HCA) has recently published a new practical social media guide (the-HCA.org/SocialMedia) – not to add to the array of existing codes, but to try and assist teams’ craft-compliant social content for healthcare professionals (HCPs), patients and the public. It shares some real-world insights from pharma professionals, agencies and compliance trainers. And it is important to say here that, because it’s based on personal views and opinion, you are always encouraged to check with your own compliance leads before acting.

Apart from a few markets, promoting prescription-only medicines (POMs) on social media should sound so obviously off-limits that we wouldn’t even mention it. Yet most UK code complaints stem from this very issue. Here’s the nuance: we need to remember that a POM doesn’t need to be named to be promoted. Disease awareness in a therapy area where you hold the only treatment, or posts that hint at product benefits, can both cross the line.

As a general rule, the safest approach is not to post organic promotional content. If you’re running targeted campaigns for HCPs, don’t allude to products. If you are signposting to promotional material, make that clear and ensure it sits behind a firewall with HCP verification.

Disease awareness campaigns are the bread and butter of pharma social media. And rightly so. Social platforms are perfect for educating the unaware, sharing compelling stats and amplifying patient voices. Partnerships with patient organisations can often help extend reach and credibility.

The challenge comes when treatment options enter the conversation. To stay compliant, every option – pharmacological, non-pharmacological and lifestyle – must be listed in a balanced way. But social media’s character limits make this tricky. That’s why many teams find the pragmatic choice is to keep treatment details on dedicated disease-awareness websites, where they can ensure equal prominence and clarity.

Influencers can be powerful allies, especially on visual platforms like Instagram or TikTok where pharma brands may lack presence. But compliance rules treat influencers like consultants: contracts upfront, fair market payment and clear disclosure of company involvement are non-negotiable.

The risk here is transparency and liability – even if an influencer breaches their agreement, the company can still be held responsible. Mitigation strategies include thorough vetting and robust briefing. Some companies even remove influencer content after a set period to reduce the future risk.

Hashtags once ruled social media, but with AI-driven algorithms reshaping content discovery, their influence is most definitely waning. And that’s not necessarily bad for pharma. Hashtags link content together, extending reach but also responsibility. Anything behind a link or hashtag is considered part of your post. Consequently, most companies are prudently already using them sparingly. There is also the balance between a generic hashtag vs a specific hashtag, with the latter seen to be more the company’s responsibility for associated content. Of course, there is always the need to avoid product-specific hashtags or anything that leads to promotional content, as that goes straight back into the no-fly zone.

One hopes that every pharma company and agency has a robust and well-communicated guide on employee social media use. Some will allow engagement with approved corporate/client content – after all, the employee voice is powerful – and others won’t. LinkedIn specifically poses unique challenges because location and company affiliation are visible. Engaging with content inappropriate for your market, even as a global lead, can breach codes. Innovative companies are utilising specific hashtags to guide employees on safe engagement, which feels like a very smart way to harness employee voices while minimising risk.

Ultimately, many code complaints stem from employee activity. So, know your company’s policy, and when in doubt, pause and ask.

Pharma companies and those that work in the sector need to be increasingly present on social media, but we do need to do it right. Stay informed, understand the practicalities and, if you’re unsure, seek guidance first.