#pharma how do you consume content

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#pharma how do you consume your content? Well then think of the content you produce and how you want your followers to consume your content.

what is content consumption?

  • basically how your online followers/audience read and interact with your content

who creates your content?

  • content marketing team(s):
    • team of content marketers, 
    • content creation resources, 
    • measuring if content is effective,
    • cross-channel integration
  • user-generated content marketing (UGC = user-generated content):
    • content created by your followers,
    • patient,
    •  physicians,
    • users online
  • advertising agency:
    • just recycle what you do on TV on social media platforms

do you create long or short-form content?

  • short is what content creators refer to as *snack-able* probably the best  for accessing content via mobile
  • long content for reading more in-depth

what pisses you off about the content you consume?

  • clickbait
  • spam
  • suggested recommendations
  • useless information

so how can you get people to read your content?

  • be an influencer 
  • be as social as you can
  • engage on social media platforms
  • create content with users (think patients and  UGC)
  • produce excellent content

the heart of a #pharma company demands more than advertising

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#pharma is your ad worth clicking (aka interruption marketing). Forget traditional advertising and think engagement marketing.

what is engagement marketing

how to think engagement marketing: content 

  • provide useful content
  • provide relevant content
  • provide content with value to your audience
  • publish high-quality content

how to think engagement marketing: be authentic

  • let employees tell the story not an agency
  • answer questions your followers ask
  • lead a conversation online
  • share thoughts via social media platforms

how to think engagement marketing: know your audience

  • consumers today are informed and savvy
  • consumers have more control over the content they want to see and receive
  • know what your followers are saying about you online
  • know what your followers are discussing online

how to think engagement marketing: have a social media team in place to handle engagement

  • have social media team work with all departments
  • make sure the social media team has the right workflow in place
  • social media team must have direct access to senior management to streamline and respond rapidly
  • have a social media team that cultivates a culture of content
  • a must for the social media team is social monitoring

#pharma questions the difference between a testimonial and an influencer

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Question from #pharma: “are testimonial and influencer the same thing?”

are testimonial and influencer the same thing

  • no

an influencer

  • creates online engagement
  • have started or created their careers online and their business model is built on their social media platforms
  • have a following and know their audience
  • are transparent about advertising

a testimonial

  • is a “recommendation” from a celebrity
  • usually, an actor, musician, athlete or other pop figure promotes a product
  • very expensive

what role if any do testimonials and influencers play in content marketing

  • consumers are spending more time online so there is more need for influencers
  • influencers can help to create content
  • influencers can A/B test online
  • influencers know their audience best
  • working with either influencers or testimonials good content is always a must

pharma whom to choose for online marketing

  • working with influencers is today the mainstream marketing approach to online marketing
  • with influencers, it is easier to reach your target audience
  • with influencers, you get more value for your money

#pharma needs to be thinking like a media company

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When big #pharma came to be there was no social media. In today’s digital age #pharma needs to have a social media mentality and to think like a media company.

what do we mean to be a media company

  • revenue is essentially based on audience

revenue is essentially based on audience

  • build interest on what your audience wants to see
  • are you helping them to solve a problem
  • remember it’s not about you

content marketing strategy and creating a connection are vital

  • are you giving value back to your audience
  • continue to give customers value before asking for something in return
  • create genuine and original content that is useful to them

just don’t be the commercial

  • don’t sell me something rather tell me about it, write about it
  • content does not have to be product-related
  • try to humanize your brand
  • you know viewers can opt-out of ads online

lots of competition

  • newsfeeds travel so fast, you need to be interesting to grab attention
  • remember to always ask yourself *would I share this with my followers*
  • learn from others/brands that have been successful
  • show true commitment and have a budget and the right people with expertise in-place

#pharma and the need to creating unique pieces of content

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Question from #pharma: should I post more content? My answer: No, but do post more unique pieces of content.

what do we mean by unique content

  • it is original
  • it is creative
  • it helps to answer questions
  • it provides useful information
  • it engages

why do you need content to be original

  • if you want to grab attention then you have to be original
  • it enables people to discover who you are and what you do

so where should you start

  • your audience will tell you
  • what are they talking about
  • what are they commenting on your feed
  • are you answering their questions or needs

can repurposed-content be original

  • hell yes, just create more original content

are traditional #pharma ads considered original content

  • ask yourself are people stopping to read or engage

some thoughts about kid influencers

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Could kid influencers one day collaborate with #pharma?

why kid influencers

  • social media is a big part of their life
  • they get how social media platforms work
  • some are doing it for the experience (for example making and editing videos)

parents are behind the kid influencers

  • there is a high level of parent involvement
  • parents are usually the ones working behind the scenes
  • kids can complete the package, where parents are already influencers

ethical concerns

  • audiences do not like to see kids used for profits
  • appropriate age would be teenager
  • cyberbullying is a concern
  • there is a need for more legal protection regarding:
    • earnings
    • work permits
    • limit of working hours
    • work not interfering with education

what are the benefits

  • they are authentic
  • they are likable
  • kids have a huge effect on online content creation
  • two audiences: children and parents, they view the same videos
  • kids can change how other kids feel about themselves (for example mental health, rare diseases)
  • they can also encourage other kids in the right direction if heading down the wrong path

Some famous kid influencers

  • the Parkland kids @AMarch4OurLives
  • Greta Thunberg @GretaThunberg

#pharma you have a responsibility to put out content that improves and helps society

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#pharma putting patients first also means putting out more quality content.

less promotional content and more relevant content

  • follow the 80 (information) /20 (promotional) rule
  • ditch the traditional ads – they were not created for social media platforms

content is what makes people take action on

  • content needs to be relevant
  • content needs to be informative
  • content needs to help solve a problem

hire in house content creators

  • create your own content
  • align content across your entire organization
  • align content with off line content ( e.g. brochures, leaflets)

relevant content will help you to connect with your audience

  • if it is helpful then they will share it
  • if it is of interest then they will comment
  • if it is engaging it will help build your community

employee advocacy

  • get more people in your company to create content
  • get in house subject matter experts to create content
  • teach co-workers why content is important for your company

what can #pharma learn from small businesses about social media

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Small businesses have an advantage over big business when using social media. What can #pharma learn from small businesses about social media?

it’s all about building a community

  • engagement is key
  • building relationships is vital
  • there is a real connection with customers

advertising is limited

  • less about traditional ads
  • open to experimenting with social media platforms
  • open to user generated content (UGC)
  • more organic versus paid content

presence online grows slowly

  • patience and no overnight success
  • more organic then paid social reach
  • produce content that is relevant and informative

small businesses manages social media in house

  • has direct access to the right internal people
  • has direct access to senior management
  • builds an internal expertise

interacting with customers is important

  • more likely to respond to customer online
  • more likely to respond quickly
  • more likely to respond to negative comments

the power of the 24/7 news cycle, what does it mean for #pharma

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The fast paced news cycle for a #pharma traditional old fashioned organization, can be a challenge. So what does it mean for #pharma?

it means people turn to social media for trending news

  • people are getting their news from social media
  • people are scanning their news feeds
  • people are looking for what is trending
  • people are looking for trending hashtags
  • you don’t control the message anymore
  • you are not the gatekeeper anymore

it means you need to capture attention with informative and useful content

  • people are scanning the headlines – no one reads full articles anymore
  • people are looking at photos
  • produce content that people will read, share and comment on
  • you are competing for content attention
  • ask yourself is your content relevant to my readers
  • ask yourself, would I stop to read my content

it means you have to stay relevant on social media

  • traditional ads don’t work anymore
  • try experimenting with different platforms
  • try experimenting user generated content (UGC)
  • remember to always stay authentic
  • be willing to be flexible, news feeds are constantly changing

it means you have to spot opportunities

  • are you monitoring social media platforms
  • do you have a social media team in place in house
  • do you respond rapidly – long internal sign off is long gone
  • are you staying up to speed on current events

it means you better have in place a crisis communication/management

  • how will you tackle social media mistakes
  • if wrong know how to humbly admit to the mistake
  • ask for feedback
  • be transparent