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Josephine Borrillo

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

#bigpharma CEOs that grew up with social media

What would make me happy right now? To see #bigpharma CEOs who grew up with social media. In the future CEOs not being on social media will not be a *nice to have*. Instead, CEOs being active on social media platforms will be a requirement.

What effect does a CEO on social media have on its organization?

  • Improves your organization/brand image
  • You are a human being creating a human connection making you a better leader
  • It builds trust – people trust people
  • It builds authority – you become a thought leader in your sector

Why do CEOs use social media platforms?

  • It can be a very powerful executive tool
  • It’s free PR for the organization you represent
  • To become industry thought leaders
  • It’s a cultural shift – You cannot ignore anymore you have to be there

What do #bigpharma CEOs need to know about social media?

  • Competition is fierce even on social media platforms
  • You don’t have to post all the time
  • Social media is a global broadcast channel
  • Social media is for engagement
  • Make sure you are up to date with technology and trends – platforms are constantly being updated
  • Look at the different demographics of each platform
  • Makes press releases look like old school

How much time should CEOs spend on social media?

  • There are no set guidelines for social media use
  • Too much on social media may be seen as distracting or unhealthy
  • Posting once in a while may have more impact
  • Answer people on social media platforms to show you are human and accessible
  • Have a team in place for active listening, follow up or approval of messages

Active #bigpharma CEOs on Twitter at the moment?

  • Axel Steiger @axel_steiger CEO @Bayer
  • Brent Saunders @brentlsaunders Chairman & CEO @Allergan
  • Omar Ishrak @MedtronicCEO Medtronic Chairman and CEO

#bigpharma needs to move content to a conversation

In a previous post, I wrote about how social media platforms were born to be social. Across the years #bigpharma has been using social media to place traditional advertising ads and to drive traffic to their websites. So how can #bigpharma move away from this behavior and create content that can lead to a conversation?

Why is content leading to conversation important for #bigpharma?

  • Remember this rule – 80% value 20% self-serving
  • It makes you more human – people trust people
  • Shows you are not just a cold organization

#Bigpharma needs to develop an online personality, why?

  • Demonstrates your company culture
  • Need to get away from advertising ads and show your human side

What can #bigpharma gain by conversing online?

  • Positive or negative you need to listen and learn what people are saying about you
  • Helps you to take action and becomes part of your strategic plan
  • Gives you the ability to respond to the needs and concerns of your customer

How can #bigpharma do this?

  • Share posts even if they are not yours
  • Join in existing conversation – Tweet chats for example
  • Respond to comments
  • Answer complaints
  • Answer questions
  • Don’t be silent – it will not go away
  • Remember 24/7 news cycle – don’t wait a week for responses
  • Use live streaming video – FaceBook live is awesome for this
  • Be consistent – don’t go in the dark
  • Do not dominate the conversation

How does this impact #bigpharma and its internal organization?

  • In 24/7 news cycle #bigpharma needs to have a corresponding internal structure in place – market environments calls for internal adaptation
  • Communication hierarchy needs to be reduced so that information is delivered rapidly and correctly
  • Social media group/teams should be allowed to have a priority channel to the C-Suite for rapid responses
  • Reduce department silos in order to create a greater network and exchange of information and create better working relationships