The document discusses the importance of social media in healthcare marketing, emphasizing the need for pharmaceutical companies to engage effectively with their audience. It highlights the shift from traditional to social media due to factors like reach, accessibility, and the ability to respond instantly. Additionally, it outlines strategies for successful social media engagement, including monitoring conversations and creating content that resonates with patients and healthcare advocates.

1. Integrated Social Media Management
The new input in healthcare decision making

2. “We don’t have a choice on whether we do social media,
the question is how well we do it”- Erik Qualmen

3. YESTERDAY’s
Promotional Strategy
Pharmaceutical companies

4. TODAY’s
Promotional Strategy
Pharmaceutical companies
Reaching out the right people at right time

5. Shift From Traditional Media to Social Media… Why?
Reach
Provides scale to reach
audience on global level
in shorter span of time
Accessibility
Most of the platforms are freely
available making it cost effective
Usability
Anyone can operate the
means of production
Recency
Virtually instantaneous
response
Permanence
Social media can be altered anytime
unlike print media

6. Be aware, not afraid
Understand the mediums
Monitor and get involved
Engagement Level
Harnessing the Power of Social Media in Pharmaceutical
eMarketing

7. Be Aware, Not Afraid!
The number #1 objection to social media
among healthcare companies
Adverse Event
Reporting
The Myth
If given the opportunity, patients will
post “adverse events” that need to
be reported to the FDA
1 in 500 posts actually contains
all the information required for an
adverse event report
The
Reality

8. Understand the Mediums
35,184,546
2013 2014
48,076,625
168,320,857163,323,608
20142013

9. Rise in ePatients and
eAdvocacy

10. Twitter for Pfizer_News

11. YouTube provides
the easy presentation
of fair balance
YouTube is very
popular with pharma
The channel
with the most
subscribers, Ray
William Johnson,
has almost 5
million subscribers
YouTube doesn’t
stimulate conversation
but serves as a medium
to push and share a
large amount of content

12. Make YouTube Your Voice to Connect Faster

13. Monitor and Get Involved
Be aware of what people are saying about you
Join the community now and not during the crisis
Analyzing SoV and taking quick actions
Competitor activities and information
Paving way to corporate social responsibility

14. Phase 2a Phase 2b
Spreading
awareness
with low risk
topics
through
external blogs
Using twitter as
a medium to
connect to
larger audience
and discussing
topics of
greater interest
Phase 3
Patient stories
and maximum
public
interaction ,
CSR through
content
awareness
Level of Engagement

15. Verbinden’s Approach to New Landscape for Communications
in Pharma

16. Strategy Focus
Connect CaptureContent

17. With our understanding of social media
space we help you reach out to the right
audience and trigger relevant interaction
Creating content strategy document with
anticipatory call to action points, frequency, interaction
types with rich calendar planned for events/blog
We help you stay ahead with the data and trends in the
industry with our measurement reports

18. Our Offerings. . .
Bronze Silver Gold
2 facebook posts/day 4 blogs/month 1 LinkedIn
article/month
1 twitter post/day 1 Infographic 4 blogs and 1
infographic per month
Pinterest 2 facebook posts/day, 1
twitter post/day
2 facebook posts/day,
1 twitter post/day
Strategizing Pinterest and Strategizing Pinterest and
Strategizing
PR activities are carried out separately for these

19.  Learn from others
 Get involved/understand the mediums
 Find out where your customers are and what they are saying
 Build internal guidance and educate internally
 Start small
 But, start now…
Starting Tomorrow…

20. You May Reach Us At…
Priyanka Bhosale
Business Development Manager
Verbinden Communication Pvt. Ltd.
+91-855-325-2670
+1-866-327-1522
priyanka.b@iverbinden.com