#bigpharma going live

Social media platforms are adding live streaming to their feeds in the hope of attracting more people and to generate revenue. How can #bigpharma use live social media streaming?

Why live social media streaming?

  • Many people are online today
  • Videos have the top spot for social media content
  • Videos on social platforms are more accessible than watching tv ads

How is live video streaming different from video marketing?

  • Streaming is live and video marketing is pre-recorded
  • Live is unedited
  • Live video is in the moment
  • Live is very interactive – it is about real people conversing and engaging
  • Live streaming is easy to produce and videos don’t have to be well produced or perfect

The key features of live social media streaming?

  • Accessibility – anyone can produce
  • Anytime anywhere – can watch on any device
  • Urgency – it’s happening now so it feels more urgent
  • Priority – social media platforms will prioritize live streaming
  • Stands out – attracts more user attention
  • Audience building – can reach a broader audience
  • Higher engagement rate – higher than image engagement

Benefits for #bigpharma to stream live on social media platforms?

  • A way to educate and reach a broader audience
  • A way to engage and interact with audiences
  • A way to maintain a social media presence
  • Has more of a human element – greater than texts or images
  • Creates a more intimate and authentic experience
  • Live video can be play-backed later
  • User-friendly

Fears for #bigpharma to use live streaming?

  • The fear of new forms of media
  • Using live instead of recorded video
  • Potential comments during the event or interactive session (which is the same risk as in any live event)

#bigpharma did you know social media was not created to market, advertise or promote products

Social media was born with the intention of bringing people together. However, it has dramatically shifted from only connecting people to being used as an advertising platform. But is it the right place for advertising?

The original main objective of social media?

  • born to be “social”
  • bring people together
  • build networks
  • allow for opinions and conversations to take place

When did brands start to see the possibilities of social media?

  • a lot of customers all in one place
  • free platforms
  • another marketing channel
  • another platform for ads
  • platform to direct back to website

How to make sense out of all the marketing & advertising noise today?

  • are you useful?
  • are you unique?
  • do you encourage your audience to engage?
  • does your content stand out – is it unique, educational, fun and relevant?

The most common reason people use social media today?

  • keep in touch with friends
  • to fit into a larger circle
  • to express thoughts and public opinions (example self-forming groups)
  • to receive and filter information

How can #bigpharma make it social again?

  • make customer engagement a priority
  • monitor and listen to online conversations
  • be community-minded
  • be adding value and not just looking for sales
  • be real
  • be authentic
  • embrace more social media platforms

social media listening and privacy for #bigpharma

People like to share things on social media and data analytics from social media listening helps #bigpharma, and companies in general, understand the consumer better. But has there been a breach of trust?

Is #bigpharma listening to what you are saying online?

Yes

  • On native platforms
  • Through a third-party tool, to analyze large volumes of data
  • Through agencies, if #bigpharma lacks the tools needed to scale monitoring efforts

What does #bigpharma usually monitor?

  • Brand, product, and company mentions
  • Hashtags that are medical, disease, pharma related
  • Pharmaceutical news
  • Conference updates
  • Awareness campaigns
  • Customer Service (for example @GSK_ResponseCTR)
  • Drug Adverse events

Is there a difference between listening and understanding?

  • Think of it less of a big brother and more about understanding brand perception
  • Listening allows for understanding valuable business insights
  • Listening allows for understanding and uncovering trends
  • Listening allows for understanding views of patients, healthcare professional, and consumers
  • Listening also can enhance online engagement, which is what social media is all about

Outcomes of social media listening?

  • Can identify demographics of reach on different social media platforms
  • Can identify most effective platform, time and format for content
  • Can identify the characteristics of a customer
  • Can identify online behaviors and patient journey

All right the elephant in the room, is it all ethical?

  • All social media platforms have a set of Terms and Conditions that detail their data protection regulations
  • Data that is analyzed is aggregated, users kept anonymous, mostly numbers, statistics, but no names
  • Platforms and uses evolve, so regulations need to be updated: EU Laws GDPR May 25, 2018

 

the need for #bigpharma to change business model or become obsolete

Today social media is one of the most powerful marketing tools a business has at its’ disposal. Not originally designed with business in mind, but today many are using it for marketing and business. This post is based on some tweets I came across during the 2018 #ePharma summit March 21,22,23 in NYC.

 

 

 

Why is it so hard for #bigpharma to change its business model?

  • Still living in silos – no sharing among departments
  • Marketing is isolated from sales and all are isolated from the executive floor
  • New companies have social media in their DNA
  • Easier to fit social media into a new company building from the ground up
  • Harder to fit social media into an already long traditional established business culture

 

How can social media help #bigpharma change its business model?

  • It helps in breaking down the silos
  • With social media companies are directly communicating with customers and among departments and colleagues
  • Traditional walls are broken down
  • Brings changes to structural staff
  • Business is more focused on targeting your audience
  • People turn to social media to communicate – organizations need to respond
  • Social media trends change rapidly – need to stay on top of things

 

How can #bigpharma make the transition?

  • Design a social media strategy
  • Design a social business strategy
  • Understand how social media can shape your business
  • People do not trust advertising anymore – move from ads to organic content – which is more authentic
  • Connections – it is all about connecting and being engaged rather than advertising
  • Work hard on earned media

 

What is needed for #bigpharma to make the change?

  • Build a good content marketing department and strategy
  • Build a good customer service department
  • Listen to your customers
  • Move from ads to mastering content marketing
  • On social media, your business is never closed
  • Social media replies need to be instantaneous

 

Can #bigpharma survive without social media?

  • No, it is the destiny of the digital age

#bigpharma caught in the midst of cyberbullying

On March 29, 2018, we witnessed another round of online cyberbullying. This time #bigpharma was caught in the whirlwind. What is cyberbullying? “Cyberbullying frequently used interchangeably with cyberstalking and cyberharassment and refer to adult behavior. Whereas cyberbullying is associated with underage harassment”

 

It all starts with this tweet, Laura Ingraham (Fox News) tweets

David Hogg (Parkland shooter survivor) responds with this tweet

Immediately followed by this tweet

First companies to respond within a few hours on Twitter to the boycott are

  • Nutrish
  • Tripadvisor
  • Wayfair

By the end of the day the following companies had responded to boycott by pulling their ads:

  • Hulu
  • Expedia
  • Nestle
  • Johnson and Johnson
  • Joseph A Bank
  • Stitch Fix
  • Jenny Craig (Friday, March 30, 2018)

People keep track of the companies responding

In the meantime from across the pond the following Tweets were going out:

and in here in the States

@BayerUS responds March 31, 2018, at 5:30 pm

Lessons learned for #bigpharma from this case study:

  • Your stated values need to match your actions online
  • People are watching and keeping track of your actions  – so don’t think it will go away
  • Be mindful of the conversations taking place online
    • turn off your scheduled tweets
    • alert employees on social media what is taking place
  • #Bigpharma companies that were not originally on the list also responded
  • Quick response (hours versus days) matters and is for every company, including #bigpharma

a #bigpharma content marketing team

 

What does pharma need to have in place for a great content marketing team? It is proven today that high-quality content engages your audience and builds authentic relationships. It helps to build trust and a connection with your audience. Great content is the future of #bigpharma business.

Ask yourself before putting a content marketing team in place, what do you want your content to accomplish?

  • Is it to grow your audience?
  • Is it to improve your brand trust?
  • Is it to build authentic relationships?
  • Is it to increase engagement?

Benefits of having in place a content marketing team?

  • Content will be created on a scheduled basis and not haphazardly
  • Content creation and management is not a side project but is part of your brand strategy
  • Keep content interesting and engaging
  • Allows for customers to interact with people in the team – people like to interact with people on social platforms

Basic roles you should have in a content marketing team?

  • A leader – aka chief content officer
  • A strategist
  • An editor – aka managing editor
  • An analytics expert – SEO
  • Content producers – copywriters, videographers, graphic designers
  • Social media strategist – has the ability to determine which content & tactics work best on which social media platform
  • And of course in the #bigpharma world always medical, regulatory and legal

Breaking down the silos and essential beyond the core content marketing team?

  • Include digital innovation in overall company strategy/priorities
  • CEO – who understands the importance of content marketing and shows passion and commitment
  • The entire company – sales, management, market research, clinical development, business development, legal, regulatory, finance and medical

Global content marketing team versus local content marketing team?

  • Keep in mind the internet and social media platforms expose people to content from around the world
  • How many languages are you creating content in?
  • Should you create stories and content with a global appeal or a local appeal?
  • Never forget cultural sensitivity and allow local content marketing teams to a voice content development

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