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competing for 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)

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