how pharma companies are using social media

Post on 16-Apr-2017

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The webinar will start shortly…

Thanks for joining us today!

Hello!

Sameer ShahResearch Manager

at Pulsar@Laurieec1

Rick EvansDigital Strategist at Ogilvy Healthworld

@RickAEvans

Becky CanvinSocial Media Director at

Ogilvy Healthworld@BeckyCanvin

Laurie CloseGlobal Brand Partnerships

Social@Ogilvy@Laurieec1

THE SOCIAL CHECK-UP: WHY WE DID IT

• Huge shift in the way businesses interact with customers on social media in past 10 years

• Pharma is starting to learn how to work within regulatory and compliance boundaries to reach a wide audience

• No longer the sole goal of social marketers to cultivate a brand with biggest following

• Quality content is taking precedence

PHARMACEUTICAL COMPANIES HAVE BEEN HESITANT TO EMBRACE SOCIAL MEDIA

4

“Replying to online interactions”

“Reporting adverse events”“Don’t have the

resource”

“Technical challenges”

“Lack of knowledge about

how to successfully use social media”

“Lack of regulatory transparency”

“Don’t know how to measure it effectively”

Why are pharma companies

hesitant to use social media?

THE MLR REVIEW PROCESS

PHARMA CAN’T POST ON SOCIAL ABOUT THEIR PRESCRIPTION PRODUCTS (IN MOST MARKETS)

KIM KARDASHIAN WAS FORCED BY FDA TO DELETE AN INSTAGRAM POST THAT PROMOTED MORNING SICKNESS DRUG

PATIENTS, PHYSICIANS AND MEDIA BELIEVE SOCIAL MEDIA IS IMPORTANT

8

50%of journalists report they wouldn’t be able to do their job without social media

60%of US physicians believe that using social media helps improve the quality of patient care

discuss health-related issues on social media

in 3 people

PHARMA COMPANIES CAN USE SOCIAL MEDIA EFFECTIVELY WHILE COMPLYING WITH RULES AND REGULATIONS

9

Educate and raise disease

awareness

Build relationshi

ps and trust with followers

Recruit volunteer

s

Opportunity to be

transparent

Distribute news

announcements

Promote upcoming

events

Increase awarenes

s of campaign

s

Hear what people say

about disease areas

Ensure accurate

info is provided

Connect with

physicians, patients

and media

WE INVESTIGATED…..

• How to address the balance between created and curated content?

• What forms of content are proving most popular with pharma audiences?

• How engaging is the content published by pharma companies?

• What does the future hold for pharma and social media?

HOW WE ANALYSED THE DATA

• We tracked the activity of the top 20 corporate global social media pages using Pulsar CORE on Twitter, Instagram, Facebook and YouTube, from January 19th to June 19th 2016.

• The companies were taken from PM Live’s Top Pharma Companies by global revenue

WHAT IS THE CORPORATE PHARMA SOCIAL MEDIA COMMUNITY?

PHARMA IS POSTING ON AVERAGE ONCE A DAY ON FACEBOOK AND 4 TIMES A DAY ON TWITTER

LINK AND IMAGE TYPE POSTS ARE THE MOST FREQUENTLY SHARED…..

BUT WHAT USE IS CONTENT WITHOUT ENGAGEMENT?

DISEASE AWARENESS WAS THE MOST OFTEN SHARED CONTENT...

... BUT OTHER CONTENT THEMES RECEIVED HIGHER ENGAGEMENT!

THE COMPANIES POSTING THE MOST DIDN’T RECEIVE THE HIGHEST ENGAGEMENT

ANNOUNCEMENT OF KEY NEWS, EVENTS AND ACTIVITIES

ISSUES MONITORING AND MANAGEMENT

DIALOGUE WITH PATIENTS, HCPS AND MEDIA

COMMUNICATING DISEASE AWARENESS AND EDUCATIONAL MATERIALS CONTINUED..

COMMUNICATING CORPORATE / COMPANY NEWS

WE BELIEVE PHARMA NEEDS TO…

www.slideshare.net/OgilvyCommonHealth/the-social-checkup

Rebecca.Canvin@ogilvy.com

Questions?

Sameer ShahResearch Manager

at Pulsar@Laurieec1

Rick EvansDigital Strategist at Ogilvy Healthworld

@RickAEvans

Becky CanvinSocial Media Director at

Ogilvy Healthworld@BeckyCanvin

Laurie CloseGlobal Brand Partnerships

Social@Ogilvy@Laurieec1

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