‘Not knowing what’s coming next is a big question mark’: Twitter, Elon Musk and pharma’s uneasy detente

To put it mildly, events of the past two weeks have roiled confidence in Twitter.

The platform’s experimental Twitter Blue subscription program is rife with disinformation. Corporations, including drugmakers, have put millions of dollars in marketing on hold. And new billionaire owner Elon Musk is staring down a potential advertiser revolt enabled by his own unpredictable behavior.

“Particularly for an industry like healthcare, one which is steeped in conservatism, not knowing what’s coming next is a big question mark,” said David Chadwick, chief content officer at GCI Health.