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Josephine Borrillo

#bigpharma our attention is shifting

Our attention on social media is shifting. What really grabs someone’s attention while on social platforms today?  Below are some *shifts* that #bigpharma should be incorporating in their social media plans.

Attention shift from offline to online

Attention shift from desktop to mobile

  • Mobile continues to grow, easy access to information
  • Mobile is real time
  • Platforms are optimized for mobile consumption
  • Content needs to be created with mobile in mind
  • Websites need to be created with mobile in mind

Attention shift from image to video

  • All social media platforms support videos
  • Easier to track video results – when they stopped watching, full and partial views
  • Videos – 2 to 3 seconds are in
  • Video with captions even better – people turn sound off
  • Videos allow for better feel of what people can experience and emotions

Attention shift from feed to stories

  • Vertical feeds are not appealing anymore
  • Moving from passive ads to short stories
  • Stories are about stories – it is snippets of a greater narrative that tell a story
  • Stories disappear after 24 hours – so this makes them appealing and wanting to see the content before they disappear

Attention shift from broadcasting to conversations

  • Building a relationship is important
  • Building a community is important
  • Stronger interaction will help to build a community
  • Online audience pays attention to engagement

#bigpharma can you identify yourself in these Twitter groups

One way of understanding the conversations taking place on Twitter is to place them into groups. Let’s see how #bigpharma fits into each of the 6 conversations identified by Pew Research and Social Media Research Foundation.  Looks like CEOs can play a key role in different conversations.

1) Polarized crowds

2)Tight crowds

  • Medical conferences
  • Patient Tweet Chats
  • Medical Tweet Chats
  • Healthcare Tweet Chats
  • Symplur community
  • Pharmaceutical community
  • Pharmaceutical CEOs

3)Brand Clusters

  • DTC (direct to consumer) online advertising
  • Advertising
  • Testimonials
  • Pharmaceutical CEOs

4)Community clusters

  • Business and finance news
  • Scientific publications
  • Academia community
  • Research community
  • Hospital community
  • Patient community
  • Physician community
  • Pharmaceutical CEOs

5)Broadcast network

  • Corporate templates / corporate messaging
  • Corporate press releases
  • Drug Approvals
  • Pharmaceutical CEOs

6)Support network

  • Customer service, for example, @GSK_ResponseCtr

 

are social media platforms #bigpharma new homepages

In a social media-oriented world, many companies are asking themselves *do we really need a website?* Here are some questions, along with my responses, I get asked by #bigpharma.

So if you are on social media do you need a website?

Yes

Which is the more important website or social media?

Both

Reasons why you do need a website?

  • It is your corporate brand
  • Allows for more in-depth information about your company
  • Google search – people are still searching online and you need to come up in the search
  • Blogging:
    • this is probably the first reason people will come to your website
    • enables you to be the expert in your field
    • brings traffic to your website

Reasons why you may not need a website?

  • People are on social media – you need to be there
  • Social media is free and great for marketing
  • Easy to engage with people on social media than a website
  • Social media platforms like FB allows for company pages
  • YT channel allows to inform and educate and aggregate all your channels in one place
  • LinkedIn allows for your business contacts and recruiting
  • Social media is your new customer service (for example @GSK_ResponseCtr)
  • #Bigpharma CEOs on Twitter – bring expertise in their field
  • Social media platforms are a great source of information and information sharing

So how should #bigpharma go forward?

  • You need to invest in both website and social media platforms
  • Different channels to reach different audiences
  • Content needs to be designed for the different platforms
  • Need to cross promote – for example, add links to your website blog on Twitter
  • Make sure you have a website that loads fast- people want fast access to the information they need otherwise they will go to another website
  • Invest in social media community management and listen and engage

#bigpharma and those stock photos

#Bigpharma your audience knows your content so well. Ok, so creating engaging content is not that easy, but at least try something different.

 

Are you creating content to engage with your audience?

  • Are you trying different kinds of content
  • Does your content trigger a response
  • Do you get a positive or a negative response to your content
  • How do you respond, or do you respond to both negative and positive responses to your content
  • Are you creating *ego* content or value content
  • Is all about *you* and self-promotion content
  • Are you creating authentic content
  • Are you treating topics that your audience cares about

Is #bigpharma creating quality content?

  • Are you asking yourself *What do you want to accomplish with your content?*
  • Are you sharing useful information
  • Are you educating
  • Is it of value to the audience
  • Does it answer questions your audience is asking
  • Does it help to solve a problem

Is your content effective?

  • Are you experimenting with different kinds of content
  • Are you measuring what is working and what is not working
  • Are you creating content with intent
  • Is your content engaging in a positive way
  • Which social media platforms work best for your content
  • Do you have a content strategy

Do you have a content strategy?

  • Is social media still being considered by #bigpharma as a nice to have or even worse, as an *add-on*
  • Social marketing and content strategy needs to become a core competency
  • Cross-functional teams need to be in place

Is your content human?

  • Trying going beyond traditional advertising campaigns
  • Align your content with what interests your audience
  • Show your audience that your organization is made of people, not just a corporate template
  • Be humble

#bigpharma creating content that you want and that your audience wants

Creating content that you want #bigpharma and that your audience wants calls for a shift in content strategies. You know you have created great content when your audience responds or engages with it. So #bigpharma, you cannot create content just for the sake of creating content anymore you really have to understand what your audience wants.

How do you know what your audience wants?

  • Just ask them
  • What do they want
  • What do they say
  • What do they need from you
  • Which kind of content worked in the past
  • Which kind of content is not working

What are some of the challenges facing #bigphrama in content marketing?

  • Producing engaging content
  • Producing content consistently
  • Producing a variety of content
  • Lack of understanding your audience
  • Lack of integration across marketing, sales, medical, regulatory, legal
  • Lack of budget
  • Lack of priority
  • Being risk averse

What kind of content is #bigpharma mostly producing?

  • Traditional corporate messages
  • Traditional TV Ads (DTC in the US)
  • Press releases
  • Ego content

So how do you strike a balance between creating what you want and what your audience wants?

  • Create content together with your audience (UGC – user-generated content)
  • Use the social media platforms as an inspiration
  • Ask yourself are you solving their problems
  • Ask them to help you pick your topics for content
  • Try to answer their questions
  • Take baby steps in experimenting with kinds of content
  • Test content with a small group of your followers before going all out

Do you need different content for different social media platforms?

  • You do need a specific social media content strategy for each platform
  • Know your audience on each social media platform
  • Different demographics on each platform use social media differently
  • Avoid cross-posting – same content across different platforms
  • Content and format need to fit into the different social media platforms (for example hashtags, tagging)

#bigpharma understanding what is working on social media

#Bigpharma needs to adapt, evolve and use data to understand what is working and what is not. A social media audit is the best way to achieve this. Findings from an audit allow focusing resources and energy on what is delivering the best return.

Why do a social media audit?

  • It helps to uncover the gaps
  • It allows understanding where resources can get the best results
  • It provides actionable feedback to fine-tune your social media plan
  • Provides insights into your content with data and what is working and what needs to be modified

How is each social media platform performing?

  • Are you on the right platforms that deliver the right results
  • Are you analyzing audience demographics and interests
  • What kind or type of content are you sharing on the different platforms
  • Is your content right for your audience
  • Does your content resonate with your audience
  • How are you using your platforms

Are viewers more engaged with one platform compared to another?

  • Do certain posts perform better on different platforms
  • Which platform is more valuable to you
  • Which platform is your audience engaging more with you

Are you checking the tone of customer comments?

  • Are users interacting with you
  • Are they leaving comments, or direct messaging you
  • Are they happy or angry
  • Are you responding to negative and positive comments
  • What are average response rates and response times

Are you checking your profiles?

  • Shut down the ones that may not be popular
  • Focus your marketing on the more active ones
  • Are you checking for fake or unauthorized profiles

#bigpharma facing backlash on social media

#Bigpharma is not immune to backlash on social media platforms. Below are some examples of types of backlash and observations and lessons learned.

Cyberbullying

  • Social media is 24/7 – always be listening
  • Turn off scheduled tweets
  • Be mindful of what employees /other accounts are posting online
  • Responding to social media posts needs to be rapid, hours versus days
  • Values you declare need to match your actions online
  • People are watching and keeping track of your actions – so don’t think it will go away
  • (see also #bigpharma caught in the midst of cyberbullying )

 

Being caught in the midst of racist tweets

  • Leaders @Sanofi did not sit back, they took action
  • Came as a positive surprise response – audience understood @Sanofi’s position, the importance of diversity and inclusion
  • Quick turn around – a timely approval from legal, regulatory and other departments
  • Response post was a reflection of reputation – consistent with values
  • Need to constantly be monitoring social media platforms

 

Becoming a meme on social media

 

  • On social media a meme is usually an image or video can be funny, sarcastic or mean
  • Every brand has a fear of becoming one
  • Getting into the meme territory can lead into a slippery slope
  • If you decide to participate and respond to memes then you have to play by the *rules*
  • Always be monitoring for memes

 

Handling criticism: #epigate

  • Did not engage with the negative posts – need to answer both positive and negative posts
  • No apologies were to be found in their posts – which would mean they did something wrong
  • Do not underestimate the power of social media to create a groundswell
  • Patients and parents were quick to forming online groups

 

Addressing the high cost of prescription drugs

 

  • As stated very nicely in the post *#bigpharma you are only sharing your perspective*
  • People do not trust your brand – use social media to build brand reputation and trust
  • Again no responses to negative or positive posts
  • Campaigns should be thought out and planned for possible responses or taking over hashtags

patient groups and patient influencers for #bigpharma

Both patient groups and patient influencers can have an impact on healthcare decisions. However, patient influencers are growing in popularity. How can #bigpharma work with both, patient organizations and patient influencers?

Similarities between patient groups and patient influencers?

  • Both aim to raise awareness
  • Both have the knowledge or experience the condition and can provide information on what it is like to live with that condition
  • Both can present patient challenges
  • Both exchange insight for future research
  • Both address unmet needs of patients
  • Both are looked to as a most trusted source of information

Difference between patient groups and patient influencers?

Patient groups:

  • Patient groups are well known non-profit organizations or NGOs experts in their field
  • Have an excellent grassroots approach
  • Networking is through face to face approach
  • Have a more structured hierarchy of an organization, for example, president and board members and approval processes in place

Patient influencer:

  • Is a person
  • Has a lot of followers and engages online
  • Creates and shares content on social media platforms
  • Provides information and insights online
  • Has a broader reach of audience

Why the growing popularity of patient influencers?

  • People are online
  • Mobile technology
  • The internet and social media
  • Social media has made it easy to find and research information

How to better connect and reach audiences through both patient organizations and patient influencers?

  • Find patient organizations and patient influencers and build a relationship with both
  • For patient influencers know which platforms they are on and learn more about their audiences
  • Define expectations – both can be involved in different sectors of your marketing or research plan
  • Integrate and coordinate offline and online strategies that link both

what does social media advertising look like for #bigpharma

Ok, so social media was born to be social and not for advertising. But many companies are using social media for social media advertising, that is paid content on a social media platform. What should social media advertising look like for #bigpharma?

What are some of the benefits of social media advertising?

Some important factors to keep in mind of social media advertising?

  • Select carefully your social media platform – do the demographics match your message
  • On which social media platform is my audience
  • Which social media platform is your audience most engaged
  • Always be testing and watch for different ad formats on each platform
  • Balance advertising with organic, not paid, content
  • Design ads with mobile in mind

How do you measure social media advertising?

  • Track which posts resonate better with your audience
  • Are you measuring impressions or engagement
  • Track the ads being clicked, liked, shared or commented

Developing a social media advertising strategy?

  • Don’t run the same ad on different platforms – different platforms different formats
  • On tv repeating the same ad works whereas on social media fresh and engaging advertising works
  • Build company brand awareness by teaching and informing people
  • Have a budget in place
  • Don’t forget mobile

So what does social media advertising look like for #bigpharma?

  • Less traditional advertising ads and more original content
  • More on science, research, patient needs, clinical trials, disease awareness
  • More social media employee advocates, this is the best promotion for any organization
  • More live streaming on disease awareness and research
  • If you are patient-centric and going beyond the pill, then embrace social media platforms for real-time customer service, for example, GSK Response Center @GSK_ResponseCtr