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Having an online connection with people for companies is proving to be a necessity as discussed in this social presence keynote by John Pugh.
The pharmaceutical industry is highly complex with many restrictions imposed upon it, but they also have issues when it comes to addressing certain aspects of their business. Those restrictions create tension, which forces companies into creating innovations that will solve dilemmas. The more constraints are imposed, the more creative the solutions become.
Utilizing social media is another facet that many companies still overlook, but by providing consumers a way to connect with them companies create an online presence that trickles down into creating a strong brand that people will positively attribute it with. The social media reputation of a company is something that should be developed by every company says Pugh.