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user generated content

#pharma needs to grasp the power of UGC

Marketing is changing. Today the power is shifting to the consumer, deciding what they want to consume and where and how they want to consume content. How can #pharma grasp the power of UGC (user-generated content).

What is UGC (user generated content)

Why is UGC important in marketing today

  • It is trusted more than traditional advertising
  • It is more authentic 
  • People trust people

What are some of the challenges for #pharma for using UGC

  • Regulatory and legal
  • The need to have a team in place that will monitor, track and engage
  • Requires a different approach in order to succede in this field
  • Agility and speed and are important in order to grab consumer attention
  • For a traditional large organization democratization of content is challenging because they are used to a more controlled advertising and messaging

How can #pharma over come the challenges

  • Publish a content policy
  • Let the audience know what is allowed and what is not
  • Seek permission in using UGC
  • Acknowledge and give credit

A priority for #pharma and for a successful UGC campaign

  • Have a team in place
  • Make sure the team is organized and assigned specific tasks:
    • Create a UGC campaign
    • Track UGC campaign
    • Engage with your UGC audience – once people start to engage someone needs to respond
  • If needed make adjusts to UGC campaign
  • Make sure it all happens with authenticity

Running a UGC campaign, points to keep in mind for #pharma

  • Listen to your audience:
    • What are they talking about
    • What is relevant to them
    • What do they care about
    • What problem are they trying to solve

two major shifts #bigpharma needs to know about

How can #bigpharma distinguish itself from all the noise of mass content marketing online? We are seeing two major shifts taking place. First, there is a shift of going from social first to audience first. Basically, this means being *on all the time*. Second, a shift from content scale to content quality. Brands are seeing an evolution from brand centric to creating value, quality content & relationships.

Why the shifts?

  • Too many marketing messages competing for the same audience
  • Brands have taken note that they need to do something different
  • Audience needs and demand are changing
  • A more personalized approach is demanded by the audience
  • A more intelligent approach is requested by the audience
  • Audience wants marketing ads to sound authentic and also be relevant

What do we mean by audience first?

  • Your audience is made up of human beings – real humans
  • Your audience becomes your active contributor – they are shaping your content
  • You always have to be *on* – remember social media does not sleep
  • You need to develop and attend to your audience
  • You need to engage and start a conversation with your audience
  • Audiences today expect more – gone are the traditional TV, ads print or radio

How can you shift to audience first?

  • Look at your data
  • Start asking your audience questions
  • Start leveraging your metrics early on during content development
  • Perform an audit of your content and see which content has been performing better
  • Get your audience involved in the development of your content (User Generated Content)

What do we mean by shifting from content scale to quality?

  • It is all about quality content over quantity
  • Content needs to be relevant, informative and fun
  • Post with a purpose and not just for the sake of posting
  • Quality content brings on quality engagement

How can you shift to quality content first?

  • Create value-added content
  • Make sure your content is aligned with what is going on in the world
  • Your audience is changing every day so make sure your content is aligned with the trends
  • Need to understand the different platforms – adapt content to each platform
  • Identify the social media platforms that best suits your content
    • no need to be on all platforms
    • focus on the platforms that your audience are most likely on
    • do not post the exact thing on each platform – a more tailored strategy is more powerful

#bigpharma creating content that you want and that your audience wants

Creating content that you want #bigpharma and that your audience wants calls for a shift in content strategies. You know you have created great content when your audience responds or engages with it. So #bigpharma, you cannot create content just for the sake of creating content anymore you really have to understand what your audience wants.

How do you know what your audience wants?

  • Just ask them
  • What do they want
  • What do they say
  • What do they need from you
  • Which kind of content worked in the past
  • Which kind of content is not working

What are some of the challenges facing #bigphrama in content marketing?

  • Producing engaging content
  • Producing content consistently
  • Producing a variety of content
  • Lack of understanding your audience
  • Lack of integration across marketing, sales, medical, regulatory, legal
  • Lack of budget
  • Lack of priority
  • Being risk averse

What kind of content is #bigpharma mostly producing?

  • Traditional corporate messages
  • Traditional TV Ads (DTC in the US)
  • Press releases
  • Ego content

So how do you strike a balance between creating what you want and what your audience wants?

  • Create content together with your audience (UGC – user-generated content)
  • Use the social media platforms as an inspiration
  • Ask yourself are you solving their problems
  • Ask them to help you pick your topics for content
  • Try to answer their questions
  • Take baby steps in experimenting with kinds of content
  • Test content with a small group of your followers before going all out

Do you need different content for different social media platforms?

  • You do need a specific social media content strategy for each platform
  • Know your audience on each social media platform
  • Different demographics on each platform use social media differently
  • Avoid cross-posting – same content across different platforms
  • Content and format need to fit into the different social media platforms (for example hashtags, tagging)