AUGUST 12, 2011The day that Facebook opened comments on pharma’spages
A LITTLE BACKGROUND AUGUST 2011: August 12th is theAPRIL 2011: first day thatRumors suggest that commenting wasFacebook will no opened on pharmalonger allow Pharma Facebook pages.companies to “turn- Several companiesoff” commenting on closed their pagespages. Companies evaluated their Facebook prior to this date but strategy many stayed the course. Companies are implementing & MAY 2011: optimizing their strategies. Facebook informs (With a few key trends emerging) their Pharma clients via email of their change in policy which will no longer allow Pharma companies to “turn- off” commenting on any properties that are not solely dedicated to a prescription brand- name drug.
ENGAGEMENT BETWEEN PHARMAAND CONSUMERS EXCEEDSEXPECTATIONS What pharma thought What actually would happen: happened:• Consumers wouldn’t • Consumers are sharing want to talk about their their stories and health information on feedback facebook • People are asking• People would post questions about their adverse events or say products bad things • No FDA warning letters• The FDA wouldn’t allow it have been issued
TREND 1: RALLYINGAROUND A CAUSEPharma companies are using Facebook pages as agreat place to build community and awarenesssurrounding diseases and conditions that they’reworking to cure.
TREND 1: RALLYING AROUND ACAUSEMost popular pharmaFacebook pages supporta cause. • Bayer‟s “I am ProHeart” has just under 50K “likes” with some of their posts generating nearly 400 comments • Over 64K people „like‟ Sanofi- Pasteur and March of Dime‟s “Sounds of Pertussis” page, which educates parents about Pertussis - more commonly known as whooping cough - a highly contagious and sometimes deadly disease for infants
TREND 2:STRENGTHENINGRELATIONSHIPSRegardless of the industry, consumers will turn to acompany’s Facebook page in search of customersupport. The moment of truth is how brands handlethese situations.
TREND 2: STRENGTHENING RELATIONSHIPSPharma has 2 choices:1. Delete the comment2. Address the needWhile its hard to know how manycomments companies havedeleted, evidence suggests thatPharma companies are activelyaddressing their consumer’srequests
TREND 3:SUPPORTINGHEALTHCAREPROFESSIONALSPharma is keeping all of their consumers in mind –including those that use their products in their dailywork-life and put their reputation on the line whenselecting them for their patients.
TREND 3: SUPPORTINGHEALTHCARE PROFESSIONALSAbbott Nutrition’spage dedicated toNight Nurses: • They offer suggestions to help manage work/life balance for nurses working the night shift • The page started in January 2010 and has over 2600 likes and an active community of nurses contributing to the conversationJ&J’s Nursing Notes• J&J’s goal is to provide information to and engage the nursing community• This page has over 44K likes
WAIT A MINUTE, YOU SAY. ISN’TIT A LITTLE EARLY TO IDENTIFYTRENDS?Well, aren’t you savvy? The answer is YES – it’s a little early.But in the midst of so many people saying that Pharma shouldn’t be on Facebook, we must give a nod to the companies proving the value of being there for their consumers; to note some of the early ACCOMPLISHMENTS, baby steps – if you will, of Pharma on Facebook in its beginning days of real engagement with their consumers.