Social media platforms have changed our way of communicating. We now live in a society of conversation and empowerment versus what was once a push of information. How can pharma adapt to a world where people are now the media?
question 1: what do we mean by the people are the media?
people control the narrative
people control the conversation
brands need to earn their place in the conversation
question 2: what role do the consumers play in this?
people are no longer passive
people today can create and contribute and even brand themselves
people can contribute with ideas
people can either block or share ads
people today relate to values and concerns of citizens
question 3: what role do platforms play in this?
technology and platforms enables everyone to become producers
it allows for people to share or block ads
it allows for crowdsourcing – ideas can come from anywhere
platforms are easy and free to access
question 4: what role could pharma play in this?
people are looking for a solution to problems, pharma can play an active role in solving someone’s problems
pharma can make a relationship with customers which is becoming a core competency of every brand
question 5: how can pharma adapt to this?
pharma has a huge opportunity to speak to people, not at people
pharma can be a part to solve problems, advertising does not solve problems
pharma needs to understand transparency is the new mandate, people hold brands accountable
pharma needs to stay ahead of the learning curve in understanding tools and platforms
pharma needs to be aware transformation may take time and their own bureaucracies may slow the evolution
pharma needs to invest in monitoring and measuring communications
Great content is what drives visitors to your website or blog and producing great content takes time and needs to be consistent. Pharmaceutical companies tend to be very large organizations with many employees. Just think if each employee could produce one blog post you would be set for the next year and beyond and budget wise probably have spent next to nothing.
question 1: why implement a culture of content writing in your pharmaceutical company?
no one knows your product better than your own employees
it allows for new insights: employees give unique insights, think of client interaction
it allows for a diversity of thought and subject matter
do not forget content creators are a critical and vital part of your website or blog & it allows to produce as much content as possible
question 2: so what needs to be in place?
good starting point would be to have in place a blog editor
start in small steps, for example, get customer facing employees to contribute (for example sales) they have more client interaction than anyone else in the company
create an in-house blogging program or a blogging group:
excellent writers that collaborate on writing blog posts, will add content much faster
blogging group allows for a place to collect ideas and share learning experiences
blogging group allows for understanding metrics on how past post(s) performed and to plan better for the future
question 3: how do you encourage employees to write content?
your employees may feel uncomfortable about writing because they are not writers & this is where the blog editor or blogging group can come into play
an alternative could be to have content writers interview employees and use the information gained to create great content
make it easy for them, give your employees templates or outlines in order for them to get started
in the end, there is something exciting about seeing your name next to content on the web, a video, an e-paper or an e-book
thank them for contributing
convincing coworkers to contribute to blog writing is an ongoing effort
question 4: what kind of incentives can you use?
measure success of their content, use metrics and analytics, share these results, this gives them encouragement
view this as an opportunity, contributing to a company blog, also gives employees the opportunity to build up their own authority
it gives more meaning to their role, they will feel more of a sense of accomplishment
should it be made mandatory? no. An option could be to write at least one post per quarter or if your company is large one post per year
question 5: should you get your CEO to help in content writing?
Yes, there is something unique about content coming from a CEO, today people want to see the human face of a company
besides when employees sense that management is not really *in it* then employees are not truly invested
In occasion of clinical trials awareness week #CTAW2017 I ask myself how can pharmaceutical companies use social media to increase awareness of and participation in pharmaceutical-sponsored clinical trials.
question 1: why use social media to recruit patients in the first place?
This post is an inspiration from a #contentchat held March 20, 2017, with Pam Didner (@PamDidner) and Erika Heald (@SFerika) on Building a Global Content Marketing Team. My focus here will be on pharma and building a global content marketing team.
question 1: why a global content marketing team for pharma?
global pharmaceutical companies have already in place a headquarter and/or global, regional and country structure and mindset
having in place global content marketing makes it easier for alignment of business goals between headquarters and/or global, regions and countries
often regions or country level have no content marketing team
often regions or country level lack ownership of content marketing team
often regions or country level budget is embedded in different groups
often regions or country level content marketing does not have senior management buy-in
question 2: what are some of the challenges a global content marketing team may face?
global content marketing team need to be aware of cultural relevancy
global content marketing teams should be aware of operational challenges for example:
issues with resources, both headcount, and budget
people who leave the company
new hires or agencies coming on board
internal processes that slow down the process or plan
global content marketing teams should also be aware of local market regulatory restrictions
global content marketing teams need to understand and study the networks local audience is using within each country
global content marketing teams and countries need to reach an agreement on the personas to target
question 3: how do you get started in globalizing your content marketing strategy?
start with auditing current regional and country specific content, how effective is it?
develop a content marketing plan and discuss with countries how content will be utilized and distributed, KPIs and feedback back to global content planning
establish an internal communication process so that everyone is aligned
agree or reach a consensus on personas to target based on local behaviors and prescribing habits
study and understand the networks the audience is using within each country
question 4: What are some considerations can increase your chances of success in a global content marketing team?
establish a clear internal communication strategy that will help to convey the same message across all geographies
establish local editorial boards in each country or region in order to manage proper planning and distribution:
local editorial boards should consist of medical, marketing, legal, regulatory, digital marketing, content marketing
educate your regional and/or country stakeholders:
global or regional product team meetings could be an occasion to educate everyone on the content marketing
provide documents with do’s and don’ts
some of the critical operational challenges you could encounter:
issues with resources, people who leave, new hires or agencies coming on board,
internal approval processes that tend to slow down the plan
increase internal awareness of content marketing through documentation, list all new content created globally and provide continuous visibility on the editorial plan, this will also help for budget and headcount discussions
question 5: what are some considerations to keep in mind when repurposing global content?
consider creating content centrally and allowing countries to adapt locally
Can pharma go from just sharing content to creating customer experience content?
question 1: we are living in an age of customer experience. what do we mean by customer experience?
Forrester defines customer experience as *How customers perceive their interactions with your company*
From a customer’s perspective it must be:
useful – deliver value
usable – easy to find and engage with
enjoyable – emotionally engaging and people want to share or engage with
Forrester customer experience professionals
According to Gartner customer experience is *the practice of designing and reacting to customer interactions to meet or exceed customer expectations and this increase customer satisfaction, loyalty, and advocacy.*
question 2: what type of content creates that customer experience?
you have to care enough about the customer and be interested enough to understand their pain points, motivations, needs and wants
listen to your customers and take what you have learned and create the content that will meet their needs
create content that is compelling and enticing enough for the reader to cause them to take action
remember consumers are no longer passive players in treatment selection and usage they have unique expectations and demands
healthcare customers are more self-empowered today, they are more proactive and can educate themselves thoroughly before each purchase or decisions
what was the quality of the customer experience?
how did your customer experience efforts affect sales?
does it solve a problem? or is it a resource? or is it information?
cross-functional collaboration is needed between marketing, medical, legal, IT, call centers, sales, and management
sorry but speaking directly to patients via direct-to-consumer marketing is not customer experience
in the end, good content experiences lead to good feelings about brands
question 3: how can pharma make the shift?
pharma is heavily regulated and it crushes ideas without even thinking, this mindset needs to change
pharma needs to start employing people with customer experience knowledge and skills
forget the company focus on the drugs
learn from retail
don’t do it all once, pick a market, a drug, some good people, start investing, tolerate mistakes and go slow
be creative with both content and formats, get followers to create content for you
question 4: customer experience content and its role in the customer journey?
every phase of the customer journey creates the customer experience
you need to plan for the entire customer life cycle and not just for the prescription
I participated in a very informative #cmworld tweet chat January 31st. The topic was on VR/AR (virtual reality/augmented reality). One of the chat questions that came up was “Can VR and AR work for every industry?” Hum this got me thinking, can VR/AR work for pharmaceutical companies?
Wikipedia defines virtual reality (VR) as *realistic and immersive simulation* , a person can *look around, the artificial world move about in it and interact with features or items that are depicted on a screen* .
Wikipedia defines augmented reality (AR) as *a live direct or indirect view of a physical real-world environment whose elements are augmented (or supplemented ) by computer – generated sensory*