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why people do not trust #bigpharma brand or marketing

People today do not like advertising and do not trust a brand or marketing message. Marketers spend hours pouring over data only in the end coming up with company content that is not engaging. What can #bigpharma marketing do to change that?

Reasons why people do not trust your brand?

  • It is inauthentic
  • Content that is created is not engaging
  • Brand content is flat and is not inspiring
  • Still using traditional advertising

What is the present state of #bigpharma marketing?

  • Advertising is still a big investment
  • Broadcasting news about your organization is still a priority
  • Marketing message comes across as *selling*
  • Spending hours analyzing data and instead of trusting and listening to consumers and their honest truth

What is different in marketing today?

  • Marketing is becoming more social
  • People want to hear from people
  • Consumers are brutally honest
  • Influencers can and are creating authentic and engaging content

What needs to change in #bigpharma marketing?

  • Need to be more open to ideas that have never been tried
  • Trust what others are saying about you
  • Don’t tell others how great you are – people will just not believe you
  • Be transparent – answer your negative reviews
  • Invest in content strategy
  • Work with influencers
  • Be engaging on social media platforms

What organizational changes need to take place in #bigpharma?

  • Organize internally for the digital age
  • Avoid functional silos & build more cross-functional teams with a flow of communication and processes
  • Redefine operating models to handle challenges of a digital age
  • Digital needs to become core across all functions

patient influencers and #bigpharma

Once referred to as e-patients. Today is known as patient leaders or patient influencers.  The internet is making it easy for people to share information. This means patients can easily reach out to other patients. Is #bigpharma working with patient influencers?

Who are the patient influencers?

  • They are educated, aware and engaged patients
  • They are real people
  • They are trusted by their followers
  • They deliver value to their followers
  • They are influential with their followers
  • They are considered a credible and reliable source
  • Patient influencers build relationships with followers through engagement, providing information, sharing information

Where can you find patient influencers?

  • They can be found on different social media platforms
  • Most patient influencers are active on Twitter and Facebook
  • Patient influencers also blog
  • Great resource to find patient influencers is symplur
  • What kind of information do they share?
  • Information about their condition
  • Coping and support with illnesses
  • Conference updates
  • Clinical trial updates
  • Treatment options
  • Experiences
  • Resources

Do they drive conversations with other patients and healthcare professionals?

  • Yes
  • Tweet chats are an excellent means of bringing together patients, physicians and other healthcare professionals discussing important topics (check out symplur healthcare hashtags tweet chats)

How can #bigpharma work with patient influencers?

  • First and foremost you need to build a relationship with them
  • Treat patient influencers as real people with real value
  • Identify those where you can find a shared value
  • Listening to what patient influencers are saying online
  • Invite patient influencers to your events
  • Create patient influencer-generated content
  • Do not treat patient influencers like testimonials – this not about advertising

are chatbots a fit for #bigpharma

There is a lot of noise around using chatbots to get things done. Are chatbots a fit for #bigpharma?

 

What are chatbots?

Advantages of using chatbots?

  • It is like chatting with a live person
  • Available 24/7
  • Can simultaneously have many conversations with many people, whereas humans can only communicate with a human at a time
  • Replaces calling, some people prefer to text rather than calling

Why should pharma care about chatbots?

According to Business Insider :

*the combined user base of the top four chat apps is larger than the combined user base of the top four social networks. Chat apps also have a higher retention and usage rates than most mobile apps. Finally, the majority of their users are young, an extremely important demographic for brands, advertisers and publishers.*

 

There’s the elephant in the room, what about adverse events? Some suggested solutions could be the following:

  • A chatbot can be set up to identify keywords or mentions, which can then be forwarded and handled by a live person and sent onward to the pharmacovigilance group
  • #Bigpharma will need to step their game and monitor their own social media and online communities so as to capture adverse events

Some potential use of chatbots for pharma?

  • Making appointments between sales reps and physicians
  • Corporate news bulletins
  • Clinical trials update
  • Clinical trials recruitment information
  • Customer service
  • One pharma company launching their chatbot

pharma: community versus audience

Community or audience on social media? There is a need to always build and grow your online audience. But has pharma developed a strategy to develop and grow an online community? What is the difference between an audience and a community? And is one more important than the other?

What are some of the distinguishing features of a community?

  • A community is interactive
  • A community brings link minded people together
  • A  community involves naming the group or events by proper hashtag
  • A community uses insider jargon, wit, phrases, memes
  • A community helps each other out
  • A community is brought together by a passion

What are some of the distinguishing features of an audience?

  • An audience listens
  • An audience follows
  • An audience shares relevant information

Which is more valuable?

  • Both are very important
  • An audience can develop into a community & made to feel a part of something

Do you need different strategies for each?

  • Yes, building a community involves a different strategy than building an audience
  • Are you starting meaningful conversations?
  • Are you engaging in the conversations?
  • Are you asking for input from your community?
  • What value do you bring to the conversation?
  • Ask yourself can the community continue without you?

Some ways for #bigpharma to turn their audience into a community?

  • Pharma could start to build a community around disease or healthcare topics
  • Pharma can work towards a shared purpose go beyond their individual needs
  • Pharma can work towards building a greater relationship between community & the organization

how can #bigpharma set themselves apart on social media

Everyone is competing for an audience and share of voice on social media platforms. So how can #bigpharma set themselves apart on social media? Broadcasting messages and touting products don’t always work with social media. There is a need to let go of the old and look for opportunities in the new wave of engagement.

Develop a unique voice

  • Every company has a unique culture, therefore, make your message your own
  • Stop broadcasting messages and be creative with your content
  • Get your employees on board – they speak the voice of your company

Your audience is your social currency

  • Speak in a way that your audience can connect with you
  • Pay attention to the language they use
  • Make sure your social media posts fit the voice of your audience
  • Involve your audience, ask them for input

Be authentic

  • Honesty is the number one trait people want to see online
  • People trust people
  • Be informative and helpful
  • Be witty & funny
  • Be relevant

Select the right social networks

  • Know where your audience is
  • Know how the audience use their social channels

Engage, engage, engage

general rules of social media engagement for pharma

 

Fact social media is about being social. Fact pharma still has a fear of social media. But with learning a few basic techniques and practice those fears can slowly dwindle away. Here are some very general social media rules of engagement for #bigpharma.

Listen to the conversation

  • Listen to what people are talking about
  • Listen to what people are saying about your organization
  • Don’t forget niche conversations

Respond in a timely manner

  • Social media does not sleep
  • Pharma needs to develop a customer service mentality
  • GSK Response Center on Twitter (@GSK_ResponseCtr) is setting an excellent example
  • Do follow others, it is only polite

Do not be tone deaf

  • Be mindful of what is happening around the world:
    • Tragedy,
    • Disaster,
    • Death of a celebrity

Hashtags are a very powerful tool

  • They allow you to join in a conversation
  • They help to identify and connect with an audience
  • They help you to identify what is trending
  • You have more engagement when using hashtags
  • Excellent hashtag research tool for medical field is Symplur

Be relevant and tailor content on every social media platform

  • Frame your content specifically for each different social media platform
  • Different things play differently on different platforms

web traffic or audience building which is more important for pharma

Is it more important for pharma to draw traffic to its website or work on building an audience on social media platforms? Both are very important. Driving traffic to your website allows for people to learn more about your organization. Building an audience on social media platforms allows you to gain a broader reach. Of the two I would choose to give priority to working on building an audience first and traffic to your website will subsequently follow.

Why is it so important to build an audience?

  • You need an audience
  • Time spent on social media platforms is greater than on websites
  • An audience builds social currency
  • An audience gives you reach
  • An audience is made up of real people making real connections
  • An audience shares your *quality* content information with their friends/followers
  • If you don’t have an audience then how will anyone find out about your website
  • An audience makes you an authority on something

Does it really matter how big your audience is?

  • You would think the bigger the better, however, smaller audiences appear to be more engaged and share more (micro-influencer)
  • Size is not the answer what is important is to engage and build a trusting relationship with your audience

How do you grow your audience?

  • It takes time to build an audience
  • An audience has shared values and a common interest, in your organization or brand
  • Think about how you can be engaging and sharing quality content so as to grow your audience:
    • Events
    • Conferences
    • Behind the scenes (BTS)

Should you build an audience on one social media platform or several social media platforms?

  • Social media platforms are just a way or means to bring people together
  • People are on different social media platforms – ask yourself who are you trying to connect with
  • Never abandon your audience (aka zombie community)

What can an audience do for you?

  • An audience can be your most important marketing asset
  • An audience gives you competitive edge
  • An audience listens to what you have to say
  • An audience can share your posts (and linking to website will drive traffic to your website)
  • An audience can help you in understanding the patient journey, pain points, interests and this can help you to adjust your strategy accordingly

can social media help pharma build brand trust

Social media plays an important role in building trust with the public. Pharma has a big brand reputation issue (aka trust issue). I often get asked can social media repair a brand or organization that has damaged its trust? And what does an organization need to do?

1) an organization needs to do a brand reputation audit

  • Brand reputation audit helps you to see how your brand is performing in the eyes of the consumer
  • Findings from a brand reputation audit will help you improve your strategy
  • Findings from a brand reputation audit can help you to utilize the social media platforms in the best ways possible
  • Findings from a brand reputation audit can help to understand where you need to make corrections
  • Findings from a brand reputation audit can help identify strengths and weakness of your online presence
  • Some general questions to ask yourself in brand reputation audit:
    • What are people online saying about you?
    • Are there positive or negative comments?
    • What content is working best?
    • What is the demographics of followers?
    • Are there any brand advocates?
    • What is the general sentiment from users?

2) an organization needs to listen to online conversations

  • Listen to your audience, what are they saying about you
  • Social media has become a channel to vent problems and sharing experiences with others:
    • This is a unique opportunity to listen to your customer – don’t waste it
  • Don’t get angry or upset about negative comments  – there really may be truth to what people are saying
  • Negative comments from the past – once on the web you can be sure somehow has seen it and copies and reposts it

3) an organization needs to respond and engage

  • Social media has democratized communications & the consumer’s voice is louder than ever
  • Remember social media is about being social – it is a two-way dialogue
  • Engagement opens a line of communication & shows how your organization interacts with outside world
  • Social media is a way of communicating organizational core values to the public
  • Remember social media does not sleep:
    • Are you responding rapidly to customer requests on social media?
    • Are you responding at all to customer requests?
    • Young and savvy consumers will not tolerate companies with poor customer service or response
  • Are you using automated DM (direct messaging)?:
    • Get rid of automated DM people know it is automated and not human
    • Auto DM is “inauthentic”
    • Auto DM is impersonal and convey no feeling
  • Do you have accounts that have been abandoned?
  • Do you have accounts with “zombie communities”?

4) an organization needs to empower and encourage employee advocates

  • People trust people
  • Best employee advocate your CEO
  • Employee advocates makes your organization more human and personalized
  • Trust comes from core values communicated through your employees

5) an organization needs to understand that “content is king”

  • Publish quality content
  • Content of quality beats content quantity
  • Consumers can distinguish authenticity from advertising & vanity posts
  • Focus on content the solves consumer problems

behind the scenes experience an idea content for pharma

Taking your audience behind the scenes (BTS) can be thought of as another form of content. Remember organizations always need content that provides value. However, BTS content can be very powerful. BTS is probably the only type of content that creates a sense of intimacy with your organization.

Why take your audience behind the scenes?

  • It creates intimacy
  • It creates a larger more engaged audience
  • It is a way of reaching a new audience
  • It is an essential component towards building a relationship with your audience

Why is behind the scenes so effective?

  • It makes you human
  • People connect with people
  • It gives you exclusivity
  • People love to see the details
  • Makes people feel special, makes them feel important and they have an exclusivity

Which is the best platform for behind the scenes content?

  • Instagram stories – they disappear within 24 hrs
  • Snapchat great for connecting with younger audience (for example, think young audience = think girls = think STEM)
  • LinkedIn with video feature is good too – just keep it under 2 minutes
  • Twitter – probably images work best here since the feed scrolls so very fast

What are some ideas for behind the scenes with pharma?

  • Headquarters and what does it look like inside? Include your CEO.
  • Putting together a symposium? Show how you decide on the topics? Speakers?
  • Getting ready for a conference? A teaser for your stand would be fun
  • Research, research, and research
  • Show your team behind the scenes – teams working together on patient leaflets for example
  • Working on something new? Give your audience a sneak peek.
  • Interview someone live – for example, interviews with the scientists, or why not CEO, or colleagues
  • Take us somewhere – your research centers for example

How many times should you use or post behind the scenes content?

  • There is no magic number
  • If certain kinds of BTS are more responsive or engaging then others than go with those
  • If not engaging try a different BTS idea
  • Ask your community for thoughts/ideas