#pharma your focus for 2020 should be on shifting your marketing from a 20th-century broadcast model into a 21st- century conversation model.

learn to listen first

learn from the on-line conversations

learn from what is shared

use the platforms in a human way

invest in people with social media skills

Pharmaceutical companies definitely need to invest in more quality content and fewer ads on social media platforms.

quality content reigns over quantity

work with experts in their field, for example, patient groups

adapt content to different platforms

content should be relevant and provide useful information

less advertising is the key

Ditch the agencies #pharma. Patient groups can be the best creative consultants for your social media content. Why?

it is content created by people and not brands

authenticity is a top priority on social media

it is seen as the most trusted form of content

tap into the experience of patient groups

traditional ads are being bypassed by the consumer

Five main questions for you #pharma to ask yourself about your brand on social media.

awareness

• What do people say about my brand on social media?

desirability

• What do people think about my company or brand on social media?

proximity

• How close am I to my audience on social media?
• Do I know my audience on social media?

relevance

• What do people think of my content?
• Are people sharing my content?
• Is my content relevant to my audience?

engagement

• How engaging am I with my audience?
• Do I answer questions?
• Do I take part in online conversations?

My list of some of the biggest challenges facing social listening for #pharma today.

embedding it into your organization

identifying influencers

learning your audience’s language

finding feedback and incorporating feedback into strategy

understanding why you may be trending

Why am I trending?

— iamcardib (@iamcardib) January 17, 2019

Question from #pharma: what are the objectives for me on social media? The objectives for #pharma on social media platforms should be the following.

Engagement

Provide useful and relevant content

Gain customer insights

Increase brand awareness

Attract candidates (recruitment)

#pharma the secret to staying engaged with your followers means you have to keep up with the trends in social media. Here are some trends you should be monitoring.

being proactive

• companies not being directly called into action but you participate in the online discussion
• an excellent example from Sanofi

People of all races, religions and nationalities work at Sanofi every day to improve the lives of people around the world. While all pharmaceutical treatments have side effects, racism is not a known side effect of any Sanofi medication.

— Sanofi US (@SanofiUS) May 30, 2018

influencer marketing is evolving

• influencers more than your traditional testimonials have a lead in social media marketing

User-generated content (UGC) is more appreciated by the audience

• UGC is more authentic
• UGC is more creative

online advocacy

• movements are created online

social media is where people go for news probably more than TV

#pharma how do you consume your content? Well then think of the content you produce and how you want your followers to consume your content.

what is content consumption?

• basically how your online followers/audience read and interact with your content

who creates your content?

• content marketing team(s):
  • team of content marketers, 
  • content creation resources, 
  • measuring if content is effective,
  • cross-channel integration
• user-generated content marketing (UGC = user-generated content):
  • content created by your followers,
  • patient,
  •  physicians,
  • users online
• advertising agency:
  • just recycle what you do on TV on social media platforms

do you create long or short-form content?

• short is what content creators refer to as *snack-able* probably the best  for accessing content via mobile
• long content for reading more in-depth

what pisses you off about the content you consume?

• clickbait
• spam
• suggested recommendations
• useless information

so how can you get people to read your content?

• be an influencer 
• be as social as you can
• engage on social media platforms
• create content with users (think patients and  UGC)
• produce excellent content

#pharma what kind of responses are you getting from your followers/ audience on social platforms? always remember the following:

be genuine

share real stories

be relevant

be human

be responsive