The Parenteral Drug Association (PDA) is one of the world’s leading drug parenteral drug associations. And though traditional by nature, PDA understood the need to develop its social media presence and educate its staff about the medium. Brainwave therefore developed LinkedIn, Facebook, Twitter and YouTube “How To” guides which detailed all the best practices with regard to those channels, and also held training sessions with all key staff members. Additionally, Brainwave established a plethora of social media channels for PDA, developed a series of YouTube videos, delivered re-tweet rates of 43% on Twitter and helped PDA grow its LinkedIn group to over 10,000 members. Now it can truly be said that the Parenteral Drug Association has a great association with social media.