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#pharma when your own employees are influencers

Image by Vesna Harni from Pixabay 

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

COVID-19 is fast-tracking #pharma into digital and social media platforms

Image by Martine Auvray from Pixabay 

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

#pharma on social media platforms during a global pandemic

Image by Peter H from Pixabay 

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

#pharma and social media communities

http://Image by Maike und Björn Bröskamp from Pixabay

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

is the digital world the best place for #pharma advertisements

http://Image by Pexels from Pixabay

#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 understanding the attention economy

http://Image by Mohamed Chermiti from Pixabay

#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

the future of advertising for #pharma

http://Image by Free-Photos from Pixabay

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

covered by the noise, how can #pharma stand out

http://Image by Myriam Zilles from Pixabay

Social networks are crowded and attention span per post is only a few seconds. How can #pharma break from the noise?

listen to the conversations taking place on social media platforms

track trending hashtags

if you can, consider rescheduling your content at a different time or day

images communicate better than words

consider posting your content on different social media platforms