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how can #bigpharma gain attention when the news cycle is focused on other stories

You need to have a unique voice in order to stand out above the noise on social media. The game gets tough and tougher every day. Here are five situations where #bigpharma can stand out from the crowd.

Be with the times

  • Be aware of what is going on in the world
  • Choose your words well
  • In a negative debate, have a positive message
  • Do something unexpected
  • Do not put the focus on product

 

Be human

  • Be authentic
  • Be humble
  • Engage

Be aware of the conversations taking place online

  • Be aware of early warning signs
  • Be aware of online self-forming advocacy groups
  • Beware that social media is global and people can join the conversation from anywhere in the world
  • Be aware of celebrities that become part of the conversation

Respond quickly

Quality content

  • Helps to build trust
  • Helps to distinguish you from the rest
  • Provide value
  • Ads today are more of an inspiration

social media still an uncharted territory for #bigpharma

It’s not so much about your products #bigpharma, but more about how you are using social media platforms. Social media still remains an uncharted territory for #bigpharma. Below are 5 areas #bigpharma needs to focus on regarding social media.

Establish an approach and level of investment

  • Have a social media team in place
  • Have an allocated budget
  • Have a social media strategy
  • Aligned with broader business
  • Have access to c-suite for rapid response
  • Have a process in place

Stay authentic

  • Be humble
  • Be human
  • Engage
  • Start online conversations
  • Respond

Provide value

  • Content with information
  • Content that educates
  • Content that provides scientific information
  • Content that provides clinical updates
  • Content that is relevant and answers the needs of your online audience

Political and social causes

  • #Bigpharma has found itself in social & political causes

  • The Sanofi response was successful because:
    • Words are well chosen
    • In a negative debate, it had a positive message
    • It was unexpected & choose to take part in the debate – #bigpharma is infamous for staying away from answering anything online
    • Tweet was focused on inclusion and diversity and not their product
    • It was fast – #bigpharma can take days to respond

Be creative (see post pharma getting creative with content)

  • Traditional advertising ads are out
  • New creative and engaging content is a must
  • Content needs to be original.
  • Experiment with content – see what works and doesn’t work
  • Ask your audience for ideas
  • Try User Generated Content (UGC)
  • Start learning from other business sectors
  • Change attitude towards risk, from avoiding mistakes to taking a chance on success
  • Do social listening so that you understand your audience

two major shifts #bigpharma needs to know about

How can #bigpharma distinguish itself from all the noise of mass content marketing online? We are seeing two major shifts taking place. First, there is a shift of going from social first to audience first. Basically, this means being *on all the time*. Second, a shift from content scale to content quality. Brands are seeing an evolution from brand centric to creating value, quality content & relationships.

Why the shifts?

  • Too many marketing messages competing for the same audience
  • Brands have taken note that they need to do something different
  • Audience needs and demand are changing
  • A more personalized approach is demanded by the audience
  • A more intelligent approach is requested by the audience
  • Audience wants marketing ads to sound authentic and also be relevant

What do we mean by audience first?

  • Your audience is made up of human beings – real humans
  • Your audience becomes your active contributor – they are shaping your content
  • You always have to be *on* – remember social media does not sleep
  • You need to develop and attend to your audience
  • You need to engage and start a conversation with your audience
  • Audiences today expect more – gone are the traditional TV, ads print or radio

How can you shift to audience first?

  • Look at your data
  • Start asking your audience questions
  • Start leveraging your metrics early on during content development
  • Perform an audit of your content and see which content has been performing better
  • Get your audience involved in the development of your content (User Generated Content)

What do we mean by shifting from content scale to quality?

  • It is all about quality content over quantity
  • Content needs to be relevant, informative and fun
  • Post with a purpose and not just for the sake of posting
  • Quality content brings on quality engagement

How can you shift to quality content first?

  • Create value-added content
  • Make sure your content is aligned with what is going on in the world
  • Your audience is changing every day so make sure your content is aligned with the trends
  • Need to understand the different platforms – adapt content to each platform
  • Identify the social media platforms that best suits your content
    • no need to be on all platforms
    • focus on the platforms that your audience are most likely on
    • do not post the exact thing on each platform – a more tailored strategy is more powerful

role of social media strategist in #bigpharma organization

Social media is no longer considered an add-on. For a lot of companies, it is a critical component of the traditional marketing mix. #Bigpharma needs to view that social media and social media team are strategic for company success. Today I want to focus on the social media strategist, a new role for #bigpharma.

Who is the social media strategist?

  • Social media strategist designs the strategy that will help achieve company goals
  • Social media strategist is empowered to innovate
  • Social media strategist lays out the social media roadmap for the future
  • Social media strategist is aware of current trends on the social media platforms

How are social media strategists different from social media managers?

  • Social media strategists play a role where decisions are made at the strategic level on various platforms
  • Social media strategists ensure that content direction is in line with overall goals and strategy
  • Social media strategists have more of a strategic role rather than a tactical one

What is the social media strategist responsible for?

  • Leading and formalizing the social media strategic plan
  • Working together with other departments, teams, internal stakeholders to develop a social media strategy
  • Reviewing analytics with the social media analyst
  • Understanding how the brand is performing online
  • Monitoring competitors and social media trends

Is #bigpharma prepared to have a social media strategist?

  • Unfortunately much is delegated to agencies
  • Few people within #bigpharma actually and exclusively are dedicated to social media
  • There are rarely (if none) social media teams in place

What should #bigpharma look ahead to?

  • Social media strategists should be part of a social media team and aligned with all other departments and teams
  • Social media must become a core competency of the company and not just an add-on
  • You must have in place a social media strategy or roadmap
  • Start building a social media expertise in-house

#bigpharma needs to start acting like a creator

There is a continuous challenge for #bigpharma to capture online attention. Everything is fast and quick and there is no shortage of content. But #bigpharma if you want to capture attention and engage your content then you need to be producing original content.

What is good creative content?

  • It is engaging
  • Is it original
  • Is it valuable
  • Is it informative
  • Is it relevant or helpful
  • Is it entertaining

What are some of the challenges of creating content?

  • Always creating new and original content
  • Staying within certain topics limits
  • Not having creative free time
  • Following what everyone else is doing
  • Not being unique
  • Risk-averse

Where can you get inspiration for original content?

  • Industry news
  • Listening to online conversations
  • Ask your online audience
  • Medical conferences
  • Asking your colleagues

What new roles or skills are needed for original content creation?

  • An artist
  • A writer
  • A photographer
  • A designer
  • Social media community manager
  • A social media team

Success of content creation also depends on?

  • Data – which is more the marketing aspect
  • Creativity – which is more the artist part

#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