Corporate social media is a bit of a minefield. Blogs work well when they’re based on opinion and it’s often difficult for a company to have an honest opinion because they have so many stakeholders they have to keep happy.
I suspect the “US only” side of this is because in the UK drug companies aren’t allowed to market directly to consumers (ie patients), they can only market to medics (pumps and meters are devices rather than drugs so aren’t covered by this). When I’ve spoken at medical conferences and gone round the exhibition to have a nosy at the latest diabetes drug and tech I’ve learnt to say that I’m a nurse. If I admit I’m a patient it’s very hard to get people to talk to me.