Social media has changed the world and people have taken it to another level. #pharma can learn from how people are using social media platforms.
#pharma the art of social media platforms is to listen more and talk less.
Any great influencer will tell you, you need to listen to the voices
listening to your audience means evolving and self -growth
Social media is so much more than just you or yourself
Engaging allows us to learn from each other
Sometimes less can be more. The amount of content you post does not make you better.
It’s not easy, probably one of the hardest things to do, the content you post or share shows who you are on social media.
is it content that will help and is relevant to your audience or is it just for your sales
what kind of content do you share during a time of crisis
is it risk adverse content and or are you experimenting with new formats
is it just the traditional media content for example paid ads
do you understand the trends and adapt your content to the current environment
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?
Employee advocacy can be a double-edged sword, it can work for you but it can also work against you
People trust your employees more than they do your brand
If there are any issues with your employees address them immediately before they take to online advocacy
Remember your employees do know how to use their voice to advocate on social media platforms
Don’t lie to the consumers or spend money on some form of marketing campaign to clean up – it will not sell
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?