Browse Tag

audience first

who are your followers #bigpharma

Do you know who your followers are #bigpharma? Do you know the people that make up your following? Do you know what content they like or do not like? Do you engage with them? Followers are very important for growing your community. Getting to know who are your followers will guide in creating content and engaging with them.

General audience

  • Are people interacting online
  • Are an international audience – located geographically around the world
  • Look at bios to find out more about them
  • Can be influencers
  • Always remember online audience engages and expects an answer rapidly

Healthcare professionals

  • Look at bio to find out more about their specialty
  • Are they involved in research or policy
  • Social media platforms are changing the environment of the professionals
    • Provide updates on research technologies
    • Good sources of information for clinical trials, including recruitment
    • Share updates from medical conferences
    • Participate in tweet chats with patients and general audience

Journalists

  • Remember today most people turn to social media platforms for news
  • Roles and responsibilities of journalists are changing
  • Journalists rely on social platforms for publishing, distributing and promoting content
  • Journalists also share opinions/insights and engage with readers daily

Not for profit organizations

  • Focus on community engagement and education
  • Focus on brand building and reputation management
  • Focus on program recruitment
  • Focus on fundraising
  • Focus on raising awareness

Patients

  • Seek information
  • Express experiences
  • Express opinions
  • Provide a great source of information about a particular disease
  • Twitter chats are like a virtual support group – often breed communities of patients with similar medical problems (they support one another)

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