7 steps to pharma social media
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7 Steps to Pharma Social Media - How should a pharma marketer think when going into social media?
By @vortexsurfer
7 Steps to Pharma Social Media1. 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
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
2. Reasons for using social mediaMarketing
◦ Increase salesImprove 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 brand planDigital 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◦Monetize KPIs
4. Social media ladderListen Promote and advertisePublishBuild your own communities
4. Social media ladderListen
◦Google Alerts◦search.twitter.com◦Google Insights for Search / Google
Trends◦Tools you pay for – numerous
Social media ladder - listengoogle.com/trends
4. Social media ladderListenPromote 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 ladderListenPromote and advertisePublish
◦FB pages◦FB apps ◦Games & gamification◦Participate in general forums (use
real name)
Syrum by Boehringer Ingelheim
4. Social media ladderListenPromote and advertisePublishBuild your own communities
Build your own community
CommunitiesCheck this for more communities http://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 processAdverse event reporting
◦Pharmacovigilance processBadvocates
◦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 sadTime
◦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 dialoguePossible high (viral) impact Low cost
◦Lower cost than SEO/SEMOffline and online feed each
other with content and traffic
7. Great examplesPfizer ”Can you feel my pain?”
◦Petition site, FB page, Flickr image uploads
Meda Linicin (medical device) FB page
Genzyme Rare Disease Day in NL
Drive4COPDBoehringer
Ingelheim in US – multi-channel
Last slideThere are no shortcuts to
engagement. Only great content works.