#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