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social media

how can #bigpharma gain attention when the news cycle is focused on other stories

You need to have a unique voice in order to stand out above the noise on social media. The game gets tough and tougher every day. Here are five situations where #bigpharma can stand out from the crowd.

Be with the times

  • Be aware of what is going on in the world
  • Choose your words well
  • In a negative debate, have a positive message
  • Do something unexpected
  • Do not put the focus on product

 

Be human

  • Be authentic
  • Be humble
  • Engage

Be aware of the conversations taking place online

  • Be aware of early warning signs
  • Be aware of online self-forming advocacy groups
  • Beware that social media is global and people can join the conversation from anywhere in the world
  • Be aware of celebrities that become part of the conversation

Respond quickly

Quality content

  • Helps to build trust
  • Helps to distinguish you from the rest
  • Provide value
  • Ads today are more of an inspiration

social media still an uncharted territory for #bigpharma

It’s not so much about your products #bigpharma, but more about how you are using social media platforms. Social media still remains an uncharted territory for #bigpharma. Below are 5 areas #bigpharma needs to focus on regarding social media.

Establish an approach and level of investment

  • Have a social media team in place
  • Have an allocated budget
  • Have a social media strategy
  • Aligned with broader business
  • Have access to c-suite for rapid response
  • Have a process in place

Stay authentic

  • Be humble
  • Be human
  • Engage
  • Start online conversations
  • Respond

Provide value

  • Content with information
  • Content that educates
  • Content that provides scientific information
  • Content that provides clinical updates
  • Content that is relevant and answers the needs of your online audience

Political and social causes

  • #Bigpharma has found itself in social & political causes

  • The Sanofi response was successful because:
    • Words are well chosen
    • In a negative debate, it had a positive message
    • It was unexpected & choose to take part in the debate – #bigpharma is infamous for staying away from answering anything online
    • Tweet was focused on inclusion and diversity and not their product
    • It was fast – #bigpharma can take days to respond

Be creative (see post pharma getting creative with content)

  • Traditional advertising ads are out
  • New creative and engaging content is a must
  • Content needs to be original.
  • Experiment with content – see what works and doesn’t work
  • Ask your audience for ideas
  • Try User Generated Content (UGC)
  • Start learning from other business sectors
  • Change attitude towards risk, from avoiding mistakes to taking a chance on success
  • Do social listening so that you understand your audience

#bigpharma our attention is shifting

Our attention on social media is shifting. What really grabs someone’s attention while on social platforms today?  Below are some *shifts* that #bigpharma should be incorporating in their social media plans.

Attention shift from offline to online

Attention shift from desktop to mobile

  • Mobile continues to grow, easy access to information
  • Mobile is real time
  • Platforms are optimized for mobile consumption
  • Content needs to be created with mobile in mind
  • Websites need to be created with mobile in mind

Attention shift from image to video

  • All social media platforms support videos
  • Easier to track video results – when they stopped watching, full and partial views
  • Videos – 2 to 3 seconds are in
  • Video with captions even better – people turn sound off
  • Videos allow for better feel of what people can experience and emotions

Attention shift from feed to stories

  • Vertical feeds are not appealing anymore
  • Moving from passive ads to short stories
  • Stories are about stories – it is snippets of a greater narrative that tell a story
  • Stories disappear after 24 hours – so this makes them appealing and wanting to see the content before they disappear

Attention shift from broadcasting to conversations

  • Building a relationship is important
  • Building a community is important
  • Stronger interaction will help to build a community
  • Online audience pays attention to engagement

#bigpharma can you identify yourself in these Twitter groups

One way of understanding the conversations taking place on Twitter is to place them into groups. Let’s see how #bigpharma fits into each of the 6 conversations identified by Pew Research and Social Media Research Foundation.  Looks like CEOs can play a key role in different conversations.

1) Polarized crowds

2)Tight crowds

  • Medical conferences
  • Patient Tweet Chats
  • Medical Tweet Chats
  • Healthcare Tweet Chats
  • Symplur community
  • Pharmaceutical community
  • Pharmaceutical CEOs

3)Brand Clusters

  • DTC (direct to consumer) online advertising
  • Advertising
  • Testimonials
  • Pharmaceutical CEOs

4)Community clusters

  • Business and finance news
  • Scientific publications
  • Academia community
  • Research community
  • Hospital community
  • Patient community
  • Physician community
  • Pharmaceutical CEOs

5)Broadcast network

  • Corporate templates / corporate messaging
  • Corporate press releases
  • Drug Approvals
  • Pharmaceutical CEOs

6)Support network

  • Customer service, for example, @GSK_ResponseCtr

 

are social media platforms #bigpharma new homepages

In a social media-oriented world, many companies are asking themselves *do we really need a website?* Here are some questions, along with my responses, I get asked by #bigpharma.

So if you are on social media do you need a website?

Yes

Which is the more important website or social media?

Both

Reasons why you do need a website?

  • It is your corporate brand
  • Allows for more in-depth information about your company
  • Google search – people are still searching online and you need to come up in the search
  • Blogging:
    • this is probably the first reason people will come to your website
    • enables you to be the expert in your field
    • brings traffic to your website

Reasons why you may not need a website?

  • People are on social media – you need to be there
  • Social media is free and great for marketing
  • Easy to engage with people on social media than a website
  • Social media platforms like FB allows for company pages
  • YT channel allows to inform and educate and aggregate all your channels in one place
  • LinkedIn allows for your business contacts and recruiting
  • Social media is your new customer service (for example @GSK_ResponseCtr)
  • #Bigpharma CEOs on Twitter – bring expertise in their field
  • Social media platforms are a great source of information and information sharing

So how should #bigpharma go forward?

  • You need to invest in both website and social media platforms
  • Different channels to reach different audiences
  • Content needs to be designed for the different platforms
  • Need to cross promote – for example, add links to your website blog on Twitter
  • Make sure you have a website that loads fast- people want fast access to the information they need otherwise they will go to another website
  • Invest in social media community management and listen and engage

#bigpharma going live

Social media platforms are adding live streaming to their feeds in the hope of attracting more people and to generate revenue. How can #bigpharma use live social media streaming?

Why live social media streaming?

  • Many people are online today
  • Videos have the top spot for social media content
  • Videos on social platforms are more accessible than watching tv ads

How is live video streaming different from video marketing?

  • Streaming is live and video marketing is pre-recorded
  • Live is unedited
  • Live video is in the moment
  • Live is very interactive – it is about real people conversing and engaging
  • Live streaming is easy to produce and videos don’t have to be well produced or perfect

The key features of live social media streaming?

  • Accessibility – anyone can produce
  • Anytime anywhere – can watch on any device
  • Urgency – it’s happening now so it feels more urgent
  • Priority – social media platforms will prioritize live streaming
  • Stands out – attracts more user attention
  • Audience building – can reach a broader audience
  • Higher engagement rate – higher than image engagement

Benefits for #bigpharma to stream live on social media platforms?

  • A way to educate and reach a broader audience
  • A way to engage and interact with audiences
  • A way to maintain a social media presence
  • Has more of a human element – greater than texts or images
  • Creates a more intimate and authentic experience
  • Live video can be play-backed later
  • User-friendly

Fears for #bigpharma to use live streaming?

  • The fear of new forms of media
  • Using live instead of recorded video
  • Potential comments during the event or interactive session (which is the same risk as in any live event)

#bigpharma did you know social media was not created to market, advertise or promote products

Social media was born with the intention of bringing people together. However, it has dramatically shifted from only connecting people to being used as an advertising platform. But is it the right place for advertising?

The original main objective of social media?

  • born to be “social”
  • bring people together
  • build networks
  • allow for opinions and conversations to take place

When did brands start to see the possibilities of social media?

  • a lot of customers all in one place
  • free platforms
  • another marketing channel
  • another platform for ads
  • platform to direct back to website

How to make sense out of all the marketing & advertising noise today?

  • are you useful?
  • are you unique?
  • do you encourage your audience to engage?
  • does your content stand out – is it unique, educational, fun and relevant?

The most common reason people use social media today?

  • keep in touch with friends
  • to fit into a larger circle
  • to express thoughts and public opinions (example self-forming groups)
  • to receive and filter information

How can #bigpharma make it social again?

  • make customer engagement a priority
  • monitor and listen to online conversations
  • be community-minded
  • be adding value and not just looking for sales
  • be real
  • be authentic
  • embrace more social media platforms

traditional marketing and social media: a blended approach for pharma

Social media is changing the way people interact with brands and companies. Ok, so pharma companies are highly regulated. But that does not mean they cannot be creative and include social media as part of the overall marketing strategy. Large organizations such as pharma do have marketing expertise and funds. They just need to find a perfect mix.

How is social media marketing different from traditional marketing?

  • Traditional marketing utilizes advertisements and campaigns (for example television, print advertisements)
  • Social media includes social media platforms and is about conversations and engagement (for example Facebook, Twitter)

What role does social media play in large traditional organizations such as pharma?

  • At present, it is used mainly to broadcast corporate messages and not for engagement with people online
  • It is still considered an afterthought after all traditional marketing promotional materials have been completed

What direction is the field of pharma marketing heading?

  • Social media is still not considered a priority
  • Social media is not an integrated part of the overall marketing strategy
  • Patient leaflets, eDetailing, symposia, exhibition stands continue to come first
  • In the US we still see standalone DTC (direct to consumer) advertising
  • Still Playing it safe with social media platforms

How are traditional pharma marketing campaigns viewed today?

  • Non-engaging and not a two-way dialogue
  • Expensive
  • Tone deaf
  • Less inspiring since alternative media channels are becoming more and more attractive to consumers

Is traditional advertising still an effective means of marketing a new product or service?

  • Even though online and social media marketing seems to have captured the attention of younger generations, this does not mean that traditional marketing is dead
  • Traditional marketing still has a role in raising awareness of a new product or service
  • Some modifications need to be made to traditional marketing in order to be appropriate in the electronic age
  • Healthcare professionals (HCP), patients, policymakers and people are online so a well-balanced mix of social, traditional and face to face marketing would be a perfect formula for pharma

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

what can pharma learn from NASA about social media?

NASA a large organization, with over 500 social media accounts, has been able to build an audience with over 18 million Twitter followers. It is present on diverse social media platforms, from Twitter to Instagram, Facebook, Soundcloud, and Snapchat. How does NASA do it? And what can pharma learn from NASA about social media?

What do NASA and pharma have in common?

  • Both are large organizations
  • Both have many social media accounts
  • Both deal with a lot of bureaucracy and red tape – NASA is a government agency and pharma is heavily regulated
  • Both tend to be pretty traditional & not open to change

What is the overall social media objective(s) for NASA?

  • Make NASA information interesting for people
  • Reaching the broadest audience possible

How does NASA decide what gets posted? Is there an approval process?

  • Accounts are managed by civil servants and are empowered to use social media
  • No approval process, anyone can post, this can lead to mistakes but it is also powerful
  • No social media policy – everyone is referred back to existing communications policy (social media is just another method of communication)
  • No committee, no bureaucracy, just people passionate about space exploration
  • There is collaborative effort among diverse departments

Which social networks is NASA most focused on?

  • Goal is to frame the content as best as possible for each platform
  • Platforms are constantly evolving and this allows for new ways to frame content
  • The importance of influencers in social media cannot be overstated

What kind of content works best?

  • NASA uses social media to tell a story – a story of why space exploration is important
  • Content that is relevant
  • Content that educates and entertains at the same time
  • Content that is tailored to every social media platform and for your audience

 

Resource:

The Science of Social Media: Inside NASA’s social media – John Yembrick (podcast)

https://soundcloud.com/the-science-of-social-media/thescienceofsocialmedia001?in=the-science-of-social-media/sets/the-science-of-social-media-1

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