#Pharma still continues to see social media as an add on of traditional advertising. There needs to be a communications strategy that will combine social media and traditional media. Call it a modern communications plan.
Traditionally
- Communications or PR staff would write a press release
- Send to traditional media outlets (journalists, TV, radio)
- Hope journalists would pick up the story
- No relationships with the audience was formed
Social media
- Bypass traditional media filter
- Allows for fast and easy access to information
- Allows for instantaneous information
- Provides for a two way conversation
- Has allowed for consumers to express themselves
How is #pharma using social media today
- Still looks like an add on, that is content is not adapted for social media
- still TV ads on social media (TV ads are designed only for TV)
- Are people watching your ads?
- Do you ever ask yourself why would anyone click and watch this?
- Social media content is still an uncreative process
- content should be designed for social media
- try to limit vanity content
What are some of the challenges today for #pharma communications staff
- PR or communications will have to let go of controlling the message
- Will need to respond to the wants and needs of the audience
- Will need to understand how the audience is using social media and traditional media together
How can #pharma combine traditional and social media to benefit the organization
- Social media and traditional media should compliment each other
- Traditional media will allow for a broader audience whereas social media a more targeted audience
- You are providing options for your audience with both social media and traditional media
- You cover more generation span
