Browse Tag

influencer marketing

patient groups and patient influencers for #bigpharma

Both patient groups and patient influencers can have an impact on healthcare decisions. However, patient influencers are growing in popularity. How can #bigpharma work with both, patient organizations and patient influencers?

Similarities between patient groups and patient influencers?

  • Both aim to raise awareness
  • Both have the knowledge or experience the condition and can provide information on what it is like to live with that condition
  • Both can present patient challenges
  • Both exchange insight for future research
  • Both address unmet needs of patients
  • Both are looked to as a most trusted source of information

Difference between patient groups and patient influencers?

Patient groups:

  • Patient groups are well known non-profit organizations or NGOs experts in their field
  • Have an excellent grassroots approach
  • Networking is through face to face approach
  • Have a more structured hierarchy of an organization, for example, president and board members and approval processes in place

Patient influencer:

  • Is a person
  • Has a lot of followers and engages online
  • Creates and shares content on social media platforms
  • Provides information and insights online
  • Has a broader reach of audience

Why the growing popularity of patient influencers?

  • People are online
  • Mobile technology
  • The internet and social media
  • Social media has made it easy to find and research information

How to better connect and reach audiences through both patient organizations and patient influencers?

  • Find patient organizations and patient influencers and build a relationship with both
  • For patient influencers know which platforms they are on and learn more about their audiences
  • Define expectations – both can be involved in different sectors of your marketing or research plan
  • Integrate and coordinate offline and online strategies that link both

#bigpharma CEOs that grew up with social media

What would make me happy right now? To see #bigpharma CEOs who grew up with social media. In the future CEOs not being on social media will not be a *nice to have*. Instead, CEOs being active on social media platforms will be a requirement.

What effect does a CEO on social media have on its organization?

  • Improves your organization/brand image
  • You are a human being creating a human connection making you a better leader
  • It builds trust – people trust people
  • It builds authority – you become a thought leader in your sector

Why do CEOs use social media platforms?

  • It can be a very powerful executive tool
  • It’s free PR for the organization you represent
  • To become industry thought leaders
  • It’s a cultural shift – You cannot ignore anymore you have to be there

What do #bigpharma CEOs need to know about social media?

  • Competition is fierce even on social media platforms
  • You don’t have to post all the time
  • Social media is a global broadcast channel
  • Social media is for engagement
  • Make sure you are up to date with technology and trends – platforms are constantly being updated
  • Look at the different demographics of each platform
  • Makes press releases look like old school

How much time should CEOs spend on social media?

  • There are no set guidelines for social media use
  • Too much on social media may be seen as distracting or unhealthy
  • Posting once in a while may have more impact
  • Answer people on social media platforms to show you are human and accessible
  • Have a team in place for active listening, follow up or approval of messages

Active #bigpharma CEOs on Twitter at the moment?

  • Axel Steiger @axel_steiger CEO @Bayer
  • Brent Saunders @brentlsaunders Chairman & CEO @Allergan
  • Omar Ishrak @MedtronicCEO Medtronic Chairman and CEO

patient influencers and #bigpharma

Once referred to as e-patients. Today is known as patient leaders or patient influencers.  The internet is making it easy for people to share information. This means patients can easily reach out to other patients. Is #bigpharma working with patient influencers?

Who are the patient influencers?

  • They are educated, aware and engaged patients
  • They are real people
  • They are trusted by their followers
  • They deliver value to their followers
  • They are influential with their followers
  • They are considered a credible and reliable source
  • Patient influencers build relationships with followers through engagement, providing information, sharing information

Where can you find patient influencers?

  • They can be found on different social media platforms
  • Most patient influencers are active on Twitter and Facebook
  • Patient influencers also blog
  • Great resource to find patient influencers is symplur
  • What kind of information do they share?
  • Information about their condition
  • Coping and support with illnesses
  • Conference updates
  • Clinical trial updates
  • Treatment options
  • Experiences
  • Resources

Do they drive conversations with other patients and healthcare professionals?

  • Yes
  • Tweet chats are an excellent means of bringing together patients, physicians and other healthcare professionals discussing important topics (check out symplur healthcare hashtags tweet chats)

How can #bigpharma work with patient influencers?

  • First and foremost you need to build a relationship with them
  • Treat patient influencers as real people with real value
  • Identify those where you can find a shared value
  • Listening to what patient influencers are saying online
  • Invite patient influencers to your events
  • Create patient influencer-generated content
  • Do not treat patient influencers like testimonials – this not about advertising

is the micro influencer right for pharma?

A new trend in influencer marketing is the micro-influencer. Instead of the traditional sponsored ads with celebrities, brands are now partnering with micro-influencers. Partnering with micro-influencers allows brands to share more authentic posts. Should pharma consider micro-influencers as part of their strategic marketing?

 

Who is the micro-influencer?

 

But what makes micro-influencers unique and important?

  • Micro-influencers are hyper-engaged
  • From the graph below as an influencers’ following increases, we tend to see a like rate (that is an engagement rate of likes and comments) that decreases

 

  • Social media is all about engagement and micro-influencers have the right balance rate of followers to likes/comments (which is the measurement for engagement)
  • Micro-influencers posts are trustworthy and engaging
  • Micro-influencers post their own content and respond to the comments themselves (no social media manager) in other words are more authentic

 

So social celebrity or micro-influencer?

  • With social celebrity, you do reach a wider audience, but a large part of that audience may not be interested in your product
  • Working with micro-influencers is also more affordable
  • Working with micro-influencers you will need to manage more relationships simultaneously
  • Working with micro-influencers you may achieve a higher engagement rate
  • Working with micro-influencers allows for reaching different demographics

 

How can pharma incorporate micro-influencers in their social media platforms?

  • Incorporate micro-influencers as part of a general current strategy
  • Patient groups, patients, healthcare providers, maybe your micro-influencer

 

Does one platform work better than others?

  • Most of the research has been focused on Instagram
  • Instagram allows for easy posting of photos and comments, however, this does not exclude other platforms