Social media platforms have changed our way of communicating. We now live in a society of conversation and empowerment versus what was once a push of information. How can pharma adapt to a world where people are now the media?
question 1: what do we mean by the people are the media?
- people control the narrative
- people control the conversation
- brands need to earn their place in the conversation
question 2: what role do the consumers play in this?
- people are no longer passive
- people today can create and contribute and even brand themselves
- people can contribute with ideas
- people can either block or share ads
- people today relate to values and concerns of citizens
question 3: what role do platforms play in this?
- technology and platforms enables everyone to become producers
- it allows for people to share or block ads
- it allows for crowdsourcing – ideas can come from anywhere
- platforms are easy and free to access
question 4: what role could pharma play in this?
- people are looking for a solution to problems, pharma can play an active role in solving someone’s problems
- pharma can make a relationship with customers which is becoming a core competency of every brand
question 5: how can pharma adapt to this?
- pharma has a huge opportunity to speak to people, not at people
- pharma can be a part to solve problems, advertising does not solve problems
- pharma needs to understand transparency is the new mandate, people hold brands accountable
- pharma needs to stay ahead of the learning curve in understanding tools and platforms
- pharma needs to be aware transformation may take time and their own bureaucracies may slow the evolution
- pharma needs to invest in monitoring and measuring communications