The channels are Salix's first social media initiatives, said Dan Lundberg, associate VP of marketing for the Raleigh, NC-based company.
Salix develops and markets drugs such as Pepcid Oral Suspension and Metozolv ODT that treat gastrointestinal diseases.
“We recognize that the value of social media is to be able to immediately communicate,” said Lundberg, adding that the goal is to reach corporate stakeholders, including patients, healthcare providers, investors, and the media.
The company plans to push out information, including corporate updates, information to raise awareness of gastrointestinal diseases, and support for patients and physicians.
MedThink Communications, the company's digital and social media AOR, provided support on the development of the Facebook and Twitter pages, according to Michael Szumera, VP and PR practice lead at the agency. He said that MedThink, which has worked with Salix for five years, provides support for both digital corporate and brand efforts.
Budget was not disclosed.
Lundberg noted that the company's strategy is to “stay conservative” and the pages don't allow interaction. For example, the Facebook page only allows fans to “like” Salix.