Facebook notified pharma companies that, as of August 15, they could no longer disable the comments functionality on their Facebook pages. Pharma has had the best of both worlds - a degree of participation in the largest social network without the risks associated with conversing with patients. Facebook concluded, however, that this carve-out did not support "authentic dialogue between people and businesses."
Marketers using Facebook know complaints might be posted about the brand. Pharma has this and other concerns ...