7 steps to pharma social media
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7 steps to pharma social media

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7 steps to pharma social media 7 steps to pharma social media Presentation Transcript

  • 7 Steps to Pharma Social Media-How should a pharma marketer think when going intosocial media?By @vortexsurfer
  • 7 Steps to Pharma SocialMedia1. What is social media?2. Reasons for using social media3. Social media in your brand plan4. Social media ladder5. What can go wrong?6. What can go right?7. Great examples
  • 1. What is social media? The social media revolution is over ◦ All media is social & can be shared, commented on, embedded, syndicated But, for the sake of argument… ◦ User-generated content ◦ Interactive dialogue between companies, organizations and individuals What is not social media? ◦ Old school content websites View slide
  • 1. What is social media? Types of social media ◦ Patient communities  patientslikeme.com, patient organizations ◦ Healthcare professionals’ communities  Meduniverse, Netdoktor Pro ◦ Facebook , YouTube, Twitter, Instagram, Flickr, Pinterest, Wikipedia, Blogs View slide
  • 2. Reasons for using socialmedia Marketing ◦ Increase sales Improve treatment success ◦ Influence patient behavior (treatment adherence, diet, exercise), promote disease awareness Business intelligence ◦ Listen to customers and competitors Product development ◦ Engage customers in product development Customer support
  • 3. Social media in your brandplan Digital KPIs (fit into your business goals) ◦ Define KPIs ◦ KPIs fulfilled in the SM channel or elsewhere? Analytics ◦ Measure performance, adjust for higher KPI fulfillment ROI ◦ See actual KPI fulfillment & cost
  • 4. Social media ladder Listen Promote and advertise Publish Build your own communities
  • 4. Social media ladder Listen ◦ Google Alerts ◦ search.twitter.com ◦ Google Insights for Search / Google Trends ◦ Tools you pay for – numerous
  • Social media ladder - listen google.com/trends
  • 4. Social media ladder Listen Promote and advertise ◦ Make a fake ad in FB, get an idea of your target group ◦ Sponsor a therapy area in a Healthcare Professional’s network
  • 4. Social media ladder Listen Promote and advertise Publish ◦ FB pages ◦ FB apps ◦ Games & gamification ◦ Participate in general forums (use real name)
  • Syrum by BoehringerIngelheim
  • 4. Social media ladder Listen Promote and advertise Publish Build your own communities
  • Build your own community
  • Communities Check this for more communitieshttp://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
  • 5. What can go wrong? Breach of regulatory compliance ◦ Sweden is one of the few countries in Europe that has guidance
  • 5. What can go wrong? Your internal approval process Adverse event reporting ◦ Pharmacovigilance process Badvocates ◦ Negative sentiment in your channel ◦ Involve communications department and have crisis management plan ready
  • Badvocates
  • 5. What can go wrong? No engagement ◦ An empty Facebook page is just sad Time ◦ Will you keep it up a year from now? You can’t start a community and then close it You treating SM like a normal campaign ◦ Not a one way channel ◦ You must be a part of the dialogue
  • 5. What can go wrong? Pharma industry risk aversion – rightly so ◦ “Facebook would never have started if they had our lawyers”
  • 6. What can go right? Engage customers in dialogue Possible high (viral) impact Low cost ◦ Lower cost than SEO/SEM Offline and online feed each other with content and traffic
  • 7. Great examples Pfizer ”Can you feel my pain?” ◦ Petition site, FB page, Flickr image uploads Meda Linicin (medical device) FB page Genzyme Rare Disease Day in NL
  • Drive4COPD Boehringer Ingelheim in US – multi-channel
  • Last slide There are no shortcuts to engagement. Only great content works.