#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?

being transparent

being genuine

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?

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

#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?