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