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Month: January 2018

what does social media success look like for pharma?

Social media marketing measurements are not so straightforward and easy to measure. At the same time, social media platform offer so many opportunities for pharma. When asked what does social media success look like for pharma, for me the following 5 elements are key.

Social media success for pharma is reach and/or audience

  • Reaching the broadest audience is the ultimate goal for any social media presence
  • A slow and organic building of an audience will take time (aka no overnight success) but it is the one which pays off in the long run
  • An audience gives a privilege to communicate
  • An audience gives you a competitive edge
  • An audience makes you an authority

Social media success for pharma is engagement

  • Your audience is built of people, not consumers
  • Engagement is a paradigm shift in how pharma companies and brands engage with people
  • It is all about values and interests and this relationship is built across a dialogue
  • A good mix of social media platforms allows for engaging with different audiences on different platforms

Social media success for pharma is being inspiring

  • Make content that is inspiring, not just pushing your brand
  • Always ask yourself how can I take this information and make people care about it
  • Make people enjoy what pharma does (not hate you)
  • Gain inspiration from what your audience is asking or saying online

Social media success for pharma is educating

  • Be the go-to source for information
  • Explain the research you do – break research down and make it relatable and understandable
  • Don’t just push your same old marketing messages or DTC commercials – provide something of value

Social media success for pharma is being relevant

  • Just do not tout your product (which is so evident)
  • Listen to what people are saying or talking about on social media
  • Mine the conversation (large or niche) and try to become a part of the conversation
  • Proactively try to reach your audience and answer their needs, not yours
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what can pharma learn from NASA about social media?

NASA a large organization, with over 500 social media accounts, has been able to build an audience with over 18 million Twitter followers. It is present on diverse social media platforms, from Twitter to Instagram, Facebook, Soundcloud, and Snapchat. How does NASA do it? And what can pharma learn from NASA about social media?

What do NASA and pharma have in common?

  • Both are large organizations
  • Both have many social media accounts
  • Both deal with a lot of bureaucracy and red tape – NASA is a government agency and pharma is heavily regulated
  • Both tend to be pretty traditional & not open to change

What is the overall social media objective(s) for NASA?

  • Make NASA information interesting for people
  • Reaching the broadest audience possible

How does NASA decide what gets posted? Is there an approval process?

  • Accounts are managed by civil servants and are empowered to use social media
  • No approval process, anyone can post, this can lead to mistakes but it is also powerful
  • No social media policy – everyone is referred back to existing communications policy (social media is just another method of communication)
  • No committee, no bureaucracy, just people passionate about space exploration
  • There is collaborative effort among diverse departments

Which social networks is NASA most focused on?

  • Goal is to frame the content as best as possible for each platform
  • Platforms are constantly evolving and this allows for new ways to frame content
  • The importance of influencers in social media cannot be overstated

What kind of content works best?

  • NASA uses social media to tell a story – a story of why space exploration is important
  • Content that is relevant
  • Content that educates and entertains at the same time
  • Content that is tailored to every social media platform and for your audience

 

Resource:

The Science of Social Media: Inside NASA’s social media – John Yembrick (podcast)

https://soundcloud.com/the-science-of-social-media/thescienceofsocialmedia001?in=the-science-of-social-media/sets/the-science-of-social-media-1

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why is pharma afraid of social media?

Other industries are using social media platforms to converse. Pharma is still using social media platforms to broadcast news. This includes corporate news, regulatory approvals, conferences, disease awareness and corporate responsibility. Why is pharma afraid of social media?

 

Why is pharma afraid of social media?

  • Pharma is a heavily regulated industry
  • Guided by external rules (for example the FDA) and internal rules (legal and regulatory)
  • Fear of getting a warning from FDA
  • Fear of being hit with fines from FDA
  • Fear of illegal or unprofessional behavior on social media platforms
  • Fear that they will have to change their business model

 

Is it the social media platforms or the content that pharma gets in trouble for?

  • Obviously, pharma gets in trouble for the content, not the platforms

 

What does pharma need to change?

  • Right now it looks like it is just marketing thrown out or press release posted on the diverse platforms
  • Pharma is still trying to find their way in social media and still does not understand how it can be used beyond branding
  • Pharma needs to enrich the experience of readers with content – competition for content is increasing and harder to grab attention
  • Work on enriching content; make the content interesting and fun and want to read and share
  • Make social media and content strategy a priority
  • Build in-house social media & content marketing expertise

 

What can pharma learn from other highly regulated industries such as financial/banking sectors that use social media?

  • Set content standards – communication must be accurate, fair, balanced and not misleading
  • Consider pre-approved content or messages
  • Plan content and implement carefully
  • Have a system in place to capture and preserve social media communications
  • Have in place a supervision of communications – enable but at the same time be compliant
  • Focus on risk management and have in place a risk management plan

 

So how can a highly regulated industry use social media?

  • Need to have a clear vision of why you are on social media
  • Learn and understand through social listening
  • Promote unbranded health awareness
  • Rethink core business – think in terms of a service and not in terms of selling a product
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