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news media disruption

#pharma so what do you want to accomplish with social media

The first question you need to ask yourself with social media is, what are your objectives? You have a sales target but what is your social media target?

Is it just an extension of your traditional advertising?

  • Remember TV ads are designed only for TV
  • Are people watching your ads on social media
  • Do you ever ask yourself why would anyone click and watch this
  • Are your social media and traditional media complimenting each other (as it should be)

Is it about telling the latest research?

  • Are you posting research in a timely manner
  • Are you presenting scientific data that people can understand
  • Are you dedicating time to producing and curating research content
  • Social media is an excellent forum for discussing research

Is it about employees advocacy?

  • Remember employees are your greatest asset
  • Employee advocacy can: 
    • Increase brand reach and greater audience
    • Humanizes your brand
    • Support engagement efforts
    • CEO participation on social media is important

Is it about promoting your success?

  • Are you producing content that is useful and relevant for your audience
  • Are you producing content to promote yourself (aka vanity content)
  • Are you looking for validation or engagement on social media

Is it about engaging with your audience?

  • Do you know who your audience is
  • What do they care about
  • Do you interact with them
  • Are you building a community

social media is transforming how we get our news is #bigpharma adapting

The media landscape is changing very rapidly.  According to Pew Research Center: “as of August 2017, two-thirds 67% (up from 62% in 2016) of Americans report that they get at least some of their news on social media”. So this means that news is spreading faster and people are consuming news digitally each day. How does this change impact #bigpharma?

 

 

 

How is social media disrupting the traditional news channels?

  • Social media is the place to find breaking news
  • Social media is where people turn to first to get news
  • People now search for what is *trending* on social media
  • We have a president that likes to communicate via Twitter
  • Social media has greater reach

Why are people turning to social media platforms for news first?

  • Easy access to news
  • Can access from any device
  • Easier to engage on social media platforms
  • Easier to start a conversation on social media platforms
  • Easier to express opinions on social media platforms
  • Citizens are becoming journalists -that is citizens are becoming active players in collecting and reporting news

So what does this mean for #bigpharma?

  • News cycle is now 24/7
  • Need to be monitoring and responding within 24 hrs. on social media platforms
  • Less traditional channels (social media platforms) will need more investing (financial and headcount)
  • Need to be listening and communicating via new channels

How can #bigpharma manage the 24/7 news cycle?

  • Have social media monitoring team in place
  • Establish roles and responsibilities – including the C-Suite
  • Make sure to have a crisis communication plan in place
  • Be ready to respond the minute you find yourself in the news – it is unacceptable to be silent
  • Plan as much as you can to be ahead of the news cycle
  • Stay in control of the message

Should #bigpharma be investing more in social media platforms and getting news across than traditional advertising?

  • yes