The web is full of articles, blog posts (I have also written some posts on this topic) about leveraging your employees as influencers. In June 2020 a group of workers launched an online campaign to push back the closure of Trader Joe’s Capitol Hill (Store #130). What can #pharma learn from this case study?
This should be a time of learning opportunity for #pharma to experiment more with digital and social media. So what should #pharma be doing now?
reassign marketing budget to digital investments
#pharma marketers should evaluate and develop digital strategies
if #pharma did invest in digital then now is the time to re-evaluate, refresh or revamp
this time of growth opportunity in digital could become part of a long term marketing strategy and not just a fill-in during the COVID-19 pandemic
face to face challenges means you should be researching where your customers may be online and fostering relationships over the web or on social media platforms
So much has changed in the last couple of months, the last couple of days, the last couple of hours. What should #pharma be doing online during the COVID-19 global pandemic?
step away from traditional advertising during this time on social media platforms
provide updates on clinical trials pertinent to COVID-19
share the science accredited resources on COVID-19
be a part and participate in open source information sharing
correct misinformation with accurate and accredited resources on COVID-19
An important goal for #pharma should be community building on social media platforms.
Communities bring people with common interests together
Communities allow for discussions and sharing of information
Communities allow for listening to the audience’s needs and interests
Communities can help separate you from the noise online
Engagement in online communities can be very high
#pharma what makes people decide to stop and read your content?
is your content relevant or does it provide new & fresh information
is your content fun
is your content engaging
is your content “snack-able” that is easy to read (people skim today)
is your content trending
#pharma is it convenient to place your advertising on social media platforms? Sometimes #pharma ads can be irrelevant, repetitive, and overwhelming.
social media platforms are made for engagement, not for traditional advertising
a shift in technology has lead to a new definition of advertising – consumers today get to choose the content they want, when and where they want to see it
if you are thinking of placing ads then they best be short and to the point remember we live in an attention economy where time is a scarce resource
spend less on advertising and have more direct interaction with the consumer
engagement from your ads is a great opportunity to answer questions
#pharma do you understand what we mean by attention economy?
very simply put, it means getting attention on social media
attention on social media platforms is today a resource
people can pick and choose from so much content so work with the best content creators
because there is so much information, we skim through content
best place to grab one’s attention is on smartphones
#pharma your followers will reward you if you are more authentic. What do followers look for in authentic brands?
showing your human faces
being open about your successes and failures
avoiding hard sell – focus on the needs of your followers and customers
The consumer today does not want to be disrupted by a traditional TV ad on social media platforms. So what does the future of advertising look like for #pharma?
#pharma needs to create content that is trustworthy, transparent and accountable – aka less selling
#pharma needs to understand the consumer today wants to get content they want and when they want it
#pharma has to earn the consumer’s time and attention
#pharma needs to get creative with their content – what once worked on TV does not work on social media platforms
#pharma needs to invest and build a social media team within the company
Social networks are crowded and attention span per post is only a few seconds. How can #pharma break from the noise?