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Josephine Borrillo

the future of advertising for #pharma

http://Image by Free-Photos from Pixabay

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

covered by the noise, how can #pharma stand out

http://Image by Myriam Zilles from Pixabay

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 five questions to ask yourself on social media

Image by Gerd Altmann from Pixabay 

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?

#pharma keeping an audience involved requires keeping up with the rapid pace of trends

Image by Falkenpost from Pixabay 

#pharma the secret to staying engaged with your followers means you have to keep up with the trends in social media. Here are some trends you should be monitoring.

being proactive

  • companies not being directly called into action but you participate in the online discussion
  • an excellent example from Sanofi

influencer marketing is evolving

  • influencers more than your traditional testimonials have a lead in social media marketing

User-generated content (UGC) is more appreciated by the audience

  • UGC is more authentic
  • UGC is more creative

online advocacy

  • movements are created online

social media is where people go for news probably more than TV

#pharma how do you consume content

Image by ma13gann from Pixabay 

#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