Browse Month

November 2017

is pharma instagrammable

I often hear people on social media platforms say “wow that is so instagrammable”. What do we mean by being instagrammable? We find it everywhere: restaurants, nature and in the art world. But is pharma content instagrammable?

 

What do we mean by “being instagrammable”?

 

What works on instagram?

  • great photography
  • creative photography
  • stunning visual content
  • fantastic colors
  • hashtags – make sure you get your hashtags right and are monitoring
  • posting own photos

 

What audience is on instagram?

 

 

  • More interesting stats can be found here:

Can pharma be on instagram?

  • yes, they just have to choose the right content
  • creative original brand pictures work well on instagram, but pharma is a highly regulated sector
  • make it a photo moment
  • make it an experience, a customer experience
  • get artists and creatives on board and be more creative
  • consider event content that is more instagrammable, make stands and booths fun to visit both in person and on instagram
  • do not make it so “brand – artificial”, make it real

 

Is any one pharma company doing it right?

here is my ranking with comments of some examples of pharma on instagram and trying to get it right:

  • some great instagrammable shots:

Bayer

Novartis

  • needs work on:

Pfizer

GSK

Novo Nordisk

  • so many accounts:

Medtronic

  • the worst:

Sanofi (seriously a private account????)

“Buyer Personas” is it right for pharma

 

Just finished reading the book by Adele Revella, “Buyer Personas”: How to gain insights into your customer’s expectations. Align your marketing strategies and win more business. So naturally, I ask myself should big pharma be considering “Buyer Personas” as part of their strategic planning (if they are not already doing it)? Pharma talks about being “patient-centric” but do they really know their patients and healthcare “Buyers Personas”.

 

What do we mean by buyer persona?

  • “Buyer Persona” is a new more personalized approach.
  • The opening question is only one scripted question and it asks the buyer to go back when they first decided to look for a solution to their problem.

Understanding the art and science of “Buyer Personas” is understand buying decisions and the people who make them” – Adele Revella author of “Buyer Personas”

Companies involved need to listen to their buyers tell a story about a considered decision.”  – Adele Revella author of “Buyer Personas”

 

What does the information tell us about how a person makes a buying decision?

  • Of limited interest to your audience is pharma promoting products, achievements, appearances at conferences and trade shows
  • Marketers today need to become good listeners since the social media/tech savvy consumer today can now choose to listen to you or go somewhere else

According to Adele Revella – author of “Buyer Personas”, buying insights reveal:

Which buyers are receptive, and which will ignore you no matter what you say

Which aspects of your solution are relevant to them, and which are irrelevant

What attitudes prevent your buyers from considering your solutions

What resources your buyers trust as they evaluate their options

Which buyers are involved in the decision and how much influence they wield

 

Why include buyer persona as part of a general strategy?

  • Listening to your buyers enables you to better understand today’s tech/social savvy consumer.
  • Helps marketing and sales people to communicate more effectively with their buyers.
  • Helps to build business relationships through engagement and the exchange of ideas.
  • Helps internal stakeholders understand the what drives today’s informed and empowered “buyers”.

 

Who are pharma’s “Buyer Persona”?

  • Anyone who is involved in the buying decision.
  • Anyone who is involved in the decision-making process.
  • Any influencer that had an effect on the choice of solutions.
  • Any external factors that had an effect on their choices.

 

What kind of insight can be gained from “Buyer Persona”?

Getting messaging right

“When marketers have insight into their buyers expectations, they know which buyers their message needs to persuade and which of the many attributes of their solution are the most important to each buyer’s decision.

Armed with verbatim quotes describing how buyers weigh their options and make a choice, marketers can readily find the sweet spot between their buyer’s needs and their solution’s capabilities.”

 

Generating leads

“Marketers who have insight into their buyers priorities, expectations, and preferred resources know where their buyers are looking for guidance, the questions they are asking, and most critically, which answers they want to hear.

 

Shortening the sales cycle

“Marketers who listen to buyers describe their buying decision have a chance to peer inside the inner workings of their companies, discovering issues and challenges that the buyer never reveals during an active sales situation.”

 

 

is pharma building an audience

 

Why should pharma focus on building an audience? The whole idea behind content strategy is to build an audience. How can pharma achieve this? I have been reading the book Content Inc by Joe Pulizzi and how content is the foundation for building an audience. Here are some of my key insights for pharma.

 

Why build an audience?

  • It makes you an authority
  • It means you are providing useful content
  • It means you are solving problems or responding to pain points
  • It means you are providing something valuable
  • It means you are trusted

 

Who is pharma’s audience?

  • Just about anyone and everyone really
  • Just to name a few:
    • Patients
    • Caregivers
    • Consumers
    • Healthcare professionals
    • Payors
    • Policymakers
    • Other pharma companies
    • Journalists
    • Anyone that may need healthcare services in the future
  • However and most importantly you do not own your audience

The reason that the audience is in different places is that no audience is owned. Regardless of whether you are a major television network, popstar, or professional sports team with rabid fans, you simply do not own your audience. They can get up and leave mentally or physically at any time.”  Jeff Rohrs, chief marketing officer at Yext and author of the book Audience

 

How do you build an audience?

  • By providing useful content
  • By providing great content
  • By responding to the needs of the audience
  • By responding to customer pain points
  • By sharing your knowledge

 

Is content the best way to build an audience?

  • Content is where it all starts
  • Content is why people come to your website /blog
  • Content is why people subscribe to your channel/blog
  • Content is why people follow you on social media

 

Is social media sharing and engaging the best way to build an audience?

  • Social media provides the platforms for sharing content

is the micro influencer right for pharma?

A new trend in influencer marketing is the micro-influencer. Instead of the traditional sponsored ads with celebrities, brands are now partnering with micro-influencers. Partnering with micro-influencers allows brands to share more authentic posts. Should pharma consider micro-influencers as part of their strategic marketing?

 

Who is the micro-influencer?

 

But what makes micro-influencers unique and important?

  • Micro-influencers are hyper-engaged
  • From the graph below as an influencers’ following increases, we tend to see a like rate (that is an engagement rate of likes and comments) that decreases

 

  • Social media is all about engagement and micro-influencers have the right balance rate of followers to likes/comments (which is the measurement for engagement)
  • Micro-influencers posts are trustworthy and engaging
  • Micro-influencers post their own content and respond to the comments themselves (no social media manager) in other words are more authentic

 

So social celebrity or micro-influencer?

  • With social celebrity, you do reach a wider audience, but a large part of that audience may not be interested in your product
  • Working with micro-influencers is also more affordable
  • Working with micro-influencers you will need to manage more relationships simultaneously
  • Working with micro-influencers you may achieve a higher engagement rate
  • Working with micro-influencers allows for reaching different demographics

 

How can pharma incorporate micro-influencers in their social media platforms?

  • Incorporate micro-influencers as part of a general current strategy
  • Patient groups, patients, healthcare providers, maybe your micro-influencer

 

Does one platform work better than others?

  • Most of the research has been focused on Instagram
  • Instagram allows for easy posting of photos and comments, however, this does not exclude other platforms