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traditional marketing

social content as an extension of #pharma traditional advertising

#Pharma still continues to see social media as an add on of traditional advertising. There needs to be a communications strategy that will combine social media and traditional media. Call it a modern communications plan.

Traditionally

  • Communications or PR staff would write a press release
  • Send to traditional media outlets (journalists, TV, radio)
  • Hope journalists would pick up the story
  • No relationships with the audience was formed

Social media

  • Bypass traditional media filter
  • Allows for fast and easy access to information
  • Allows for instantaneous information
  • Provides for a two way conversation
  • Has allowed for consumers to express themselves

How is #pharma using social media today

  • Still looks like an add on, that is content is not adapted for social media
    • still TV ads on social media (TV ads are designed only for TV)
    • Are people watching your ads?
    • Do you ever ask yourself why would anyone click and watch this?
  • Social media content is still an uncreative process
    • content should be designed for social media
    • try to limit vanity content

What are some of the challenges today for #pharma communications staff

  • PR or communications will have to let go of controlling the message
  • Will need to respond to the wants and needs of the audience
  • Will need to understand how the audience is using social media and traditional media together

How can #pharma combine traditional and social media to benefit the organization

  • Social media and traditional media should compliment each other
  • Traditional media will allow for a broader audience whereas social media a more targeted audience
  • You are providing options for your audience with both social media and traditional media
  • You cover more generation spanĀ 

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