Pharma companies needs to look at social media

A wide range of companies have embraced social media (SM) and integrated SM programs into their marketing plan. But pharmaceutical companies are not sure how to integrate this approach and are just starting to learn. I can understand why Pharma is reluctant towards SM – the rules are not clear about what you can do and not do.

FDA is seeking input on SM and a public hearing will be held on November 12 and 13, 2009. EU has banned all DTC advertising and all correspondence needs to go via medical practitioners. Healthcare professionals act as gatekeepers of information and has to ‘educate’ the public. This means that all SM activities have to be directed towards healthcare professionals. But what if information is giving to the wrong people?

On the Internet, patients can assemble in support groups and share knowledge about products, treatments etc. – across countries. Knowledge sharing take place everywhere on Twitter, Facebook, patient groups and other media solutions. The big question is: what role can Pharma companies play and how can social media be utilized?

Traditionally, the sales force has been the heart of Pharma marketing. Detailing, samples, conferences and services have been used to build an emotional involvement with customers and the sales force has been a crucial part of this strategy. To create a positive Buzz around your product you need to involve KOL’s and doctors and get them to embrace your treatment. SM could play an important role in the involvement of KOL’s and doctors.

The use of media
Pharma companies have corporate websites, product-sites etc. and is maybe using one or two of the “new media things”. But they lack knowledge of what to do and how to do it and to create a strategy that encounter the marketing objectives. Healthcare professionals are choosing products based on safety, efficacy and some emotional attachment: “I know it works, my patients are responding well to the treatment, the manufacturer’s reputation is recognized and I know they are very ethical”. SM can affect these emotional attachments and improve the company reputation. But you have to do it right – big surprise!

A place to start
Before you can get started you have to understand what SM is all about. When you have done that, research and pinpoint your target customers: how are they using SM, how can you target them and what kind of information are they looking for? You simply needs to understand what Facebook, Twitter, Youtube etc. can give you, how your customers are using them and what combination is the most effective! But most importantly, you have to make a clear-cut strategy and make your objective smart and measurable.

Always keep in mind your target customer, understand them and what you are doing – strategize. If you can grasp all three, I believe you can create a powerful platform and create an unmistakable brand awareness.

To measure your success or failure, you can measure data points like brand ambassadors in a program, conversations that are generated from them, time spent on websites, referrals etc. I found a very interesting Blog post about this matter:

http://social.eyeforpharma.com/story/explore-be-bold-measure-healthcare-word-mouth-and-web-20

I think, Pharma companies needs to modify their marketing focus and start to implement other and new approaches. SM can leverage the brand awareness and give valuable information about your target customers. But you have to ‘go all in’ and research your customers use of SM, make an effective strategy and remember to measure your results.