Browse Tag

building an audience

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

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

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

is pharma building an audience

 

Why should pharma focus on building an audience? The whole idea behind content strategy is to build an audience. How can pharma achieve this? I have been reading the book Content Inc by Joe Pulizzi and how content is the foundation for building an audience. Here are some of my key insights for pharma.

 

Why build an audience?

  • It makes you an authority
  • It means you are providing useful content
  • It means you are solving problems or responding to pain points
  • It means you are providing something valuable
  • It means you are trusted

 

Who is pharma’s audience?

  • Just about anyone and everyone really
  • Just to name a few:
    • Patients
    • Caregivers
    • Consumers
    • Healthcare professionals
    • Payors
    • Policymakers
    • Other pharma companies
    • Journalists
    • Anyone that may need healthcare services in the future
  • However and most importantly you do not own your audience

The reason that the audience is in different places is that no audience is owned. Regardless of whether you are a major television network, popstar, or professional sports team with rabid fans, you simply do not own your audience. They can get up and leave mentally or physically at any time.”  Jeff Rohrs, chief marketing officer at Yext and author of the book Audience

 

How do you build an audience?

  • By providing useful content
  • By providing great content
  • By responding to the needs of the audience
  • By responding to customer pain points
  • By sharing your knowledge

 

Is content the best way to build an audience?

  • Content is where it all starts
  • Content is why people come to your website /blog
  • Content is why people subscribe to your channel/blog
  • Content is why people follow you on social media

 

Is social media sharing and engaging the best way to build an audience?

  • Social media provides the platforms for sharing content