#pharma what makes people decide to stop and read your content?
#pharma is it convenient to place your advertising on social media platforms? Sometimes #pharma ads can be irrelevant, repetitive, and overwhelming.
social media platforms are made for engagement, not for traditional advertising
a shift in technology has lead to a new definition of advertising – consumers today get to choose the content they want, when and where they want to see it
if you are thinking of placing ads then they best be short and to the point remember we live in an attention economy where time is a scarce resource
spend less on advertising and have more direct interaction with the consumer
engagement from your ads is a great opportunity to answer questions
#pharma do you understand what we mean by attention economy?
very simply put, it means getting attention on social media
attention on social media platforms is today a resource
people can pick and choose from so much content so work with the best content creators
because there is so much information, we skim through content
best place to grab one’s attention is on smartphones
#pharma your followers will reward you if you are more authentic. What do followers look for in authentic brands?
showing your human faces
being open about your successes and failures
avoiding hard sell – focus on the needs of your followers and customers
The consumer today does not want to be disrupted by a traditional TV ad on social media platforms. So what does the future of advertising look like for #pharma?
#pharma needs to create content that is trustworthy, transparent and accountable – aka less selling
#pharma needs to understand the consumer today wants to get content they want and when they want it
#pharma has to earn the consumer’s time and attention
#pharma needs to get creative with their content – what once worked on TV does not work on social media platforms
#pharma needs to invest and build a social media team within the company
Social networks are crowded and attention span per post is only a few seconds. How can #pharma break from the noise?
listen to the conversations taking place on social media platforms
track trending hashtags
if you can, consider rescheduling your content at a different time or day
images communicate better than words
consider posting your content on different social media platforms
#pharma your focus for 2020 should be on shifting your marketing from a 20th-century broadcast model into a 21st- century conversation model.
learn to listen first
learn from the on-line conversations
learn from what is shared
use the platforms in a human way
invest in people with social media skills
Pharmaceutical companies definitely need to invest in more quality content and fewer ads on social media platforms.
quality content reigns over quantity
adapt content to different platforms
content should be relevant and provide useful information
less advertising is the key
Ditch the agencies #pharma. Patient groups can be the best creative consultants for your social media content. Why?
it is content created by people and not brands
authenticity is a top priority on social media
it is seen as the most trusted form of content
tap into the experience of patient groups
traditional ads are being bypassed by the consumer
Five main questions for you #pharma to ask yourself about your brand on social media.
- What do people say about my brand on social media?
- What do people think about my company or brand on social media?
- How close am I to my audience on social media?
- Do I know my audience on social media?
- What do people think of my content?
- Are people sharing my content?
- Is my content relevant to my audience?
- How engaging am I with my audience?
- Do I answer questions?
- Do I take part in online conversations?