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engagement

what does social media success look like for pharma?

Social media marketing measurements are not so straightforward and easy to measure. At the same time, social media platform offer so many opportunities for pharma. When asked what does social media success look like for pharma, for me the following 5 elements are key.

Social media success for pharma is reach and/or audience

  • Reaching the broadest audience is the ultimate goal for any social media presence
  • A slow and organic building of an audience will take time (aka no overnight success) but it is the one which pays off in the long run
  • An audience gives a privilege to communicate
  • An audience gives you a competitive edge
  • An audience makes you an authority

Social media success for pharma is engagement

  • Your audience is built of people, not consumers
  • Engagement is a paradigm shift in how pharma companies and brands engage with people
  • It is all about values and interests and this relationship is built across a dialogue
  • A good mix of social media platforms allows for engaging with different audiences on different platforms

Social media success for pharma is being inspiring

  • Make content that is inspiring, not just pushing your brand
  • Always ask yourself how can I take this information and make people care about it
  • Make people enjoy what pharma does (not hate you)
  • Gain inspiration from what your audience is asking or saying online

Social media success for pharma is educating

  • Be the go-to source for information
  • Explain the research you do – break research down and make it relatable and understandable
  • Don’t just push your same old marketing messages or DTC commercials – provide something of value

Social media success for pharma is being relevant

  • Just do not tout your product (which is so evident)
  • Listen to what people are saying or talking about on social media
  • Mine the conversation (large or niche) and try to become a part of the conversation
  • Proactively try to reach your audience and answer their needs, not yours