Marketing is changing. Today the power is shifting to the consumer, deciding what they want to consume and where and how they want to consume content. How can #pharma grasp the power of UGC (user-generated content
What is UGC (user generated content)
Why is UGC important in marketing today
- It is trusted more than traditional advertising
- It is more authentic
- People trust people
What are some of the challenges for #pharma for using UGC
- Regulatory and legal
- The need to have a team in place that will monitor, track and engage
- Requires a different approach in order to succede in this field
- Agility and speed and are important in order to grab consumer attention
- For a traditional large organization democratization of content is challenging because they are used to a more controlled advertising and messaging
How can #pharma over come the challenges
- Publish a content policy
- Let the audience know what is allowed and what is not
- Seek permission in using UGC
- Acknowledge and give credit
A priority for #pharma and for a successful UGC campaign
- Have a team in place
- Make sure the team is organized and assigned specific tasks:
- Create a UGC campaign
- Track UGC campaign
- Engage with your UGC audience – once people start to engage someone needs to respond
- If needed make adjusts to UGC campaign
- Make sure it all happens with authenticity
Running a UGC campaign, points to keep in mind for #pharma
- Listen to your audience:
- What are they talking about
- What is relevant to them
- What do they care about
- What problem are they trying to solve
