Although social media has forever changed the nature of our social interaction, many pharma companies have yet to leverage its benefits. Other industries continue to use its promise of a broad audience to score big marketing goals, and Pharma marketers should learn to do the same.
Social media provides an online platform for innovative businesses to build trust and engagement with their prospect. So, why are many Pharma marketers still laid back on making it their focus while creating content that their ideal users would easily relate to?
The good news is that there is still time for many of these pharma businesses, and with the help of major CRM and CLM software like Platforce, social media marketing is easier than ever. Keep reading to discover some of the best social media strategies with a competitive edge for new pharma businesses.
Why is Social Media Marketing a Must-have for Pharmaceutical Companies?
Social media has caused a significant shift in how products are advertised, especially since the average individual now spends at least 150 minutes on their mobile phone daily. From what was regular TV broadcasting, we now have the option of creating compelling content without strict regulation that can reach patients or consumers directly.
Social media marketing has become a must-have for pharmaceutical companies since social media makes it easier to onboard new clients and healthcare professionals. It transforms how Pharma companies interact with stakeholders, promote products, and contribute to public health in the following ways.
Easier Access to Information
Social media platforms provide a rapid and efficient means to disseminate information about pharmaceutical products, treatment options, health conditions, and medical breakthroughs. This real-time communication keeps information accessible, ensures compliance, and provides accurate and up-to-date information that reaches healthcare professionals, patients, and the general public.
Positively Contributes to Patient Empowerment
Social media empowers patients by giving them access to healthcare information. Pharmaceutical companies can use these platforms to educate patients about their conditions, treatment options, and lifestyle choices, enabling patients to make more informed decisions about their health.
Help Build Trust and Credibility
Establishing trust is paramount in the pharmaceutical industry. Companies can build credibility and foster trust among their audiences by maintaining a solid and transparent social media presence. Sharing evidence-based content and engaging in open dialogues can enhance the industry’s reputation.
As a Pharma company, Social media platform offers sophisticated targeting options. With the help of CRMs and CLMs software like Platforce, pharmaceutical companies can easily reach specific demographics, regions, or healthcare professionals. Targeted marketing helps you deliver precision in marketing and ensures that you provide the right messages in the brand’s voice to the right audiences.
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”– Jeff Bezos, Amazon.
Platforce uses closed-loop marketing strategies to collect and analyze data across your major digital platforms. These data are from customer interactions, website analytics, and ad campaigns, and they help you make more informed marketing decisions and investments in a target market with a promising ROI.
Increases Engagement and Interaction
Social media enables direct engagement with patients, healthcare providers, and other stakeholders. Companies can answer questions, address concerns, and provide support, creating community and improving the patient experience.
Help Crisis Management
In product recalls or safety concerns, social media provides a rapid means of addressing issues, disseminating information, and managing public perception. Timely responses can mitigate the impact of crises on a company’s reputation.
Aid Usable Market Research
The social media platform is a treasure trove of insights. Pharmaceutical companies can gather feedback, monitor trends, and conduct market research to better understand patient needs and preferences, ultimately leading to improved product development and marketing strategies.
It Helps Reach Patients Globally
With social media, the world can be your audience. It transcends many geographical boundaries, allowing pharmaceutical companies to reach a global audience. This is particularly valuable for companies with a worldwide presence, enabling them to standardize messaging and coordinate marketing efforts across regions.
It’s More Affordable and Cost-Efficient
Compared to traditional marketing methods, social media marketing often proves more cost-effective. It allows companies to maximize marketing budgets while achieving broad reach and engagement.
Compliance and Transparency
Pharmaceutical companies can use social media to communicate regulatory updates, safety information, and adherence to industry standards. This transparency builds trust and ensures compliance with legal and ethical obligations.
Pharmaceutical companies can position themselves as thought leaders in their therapeutic areas by sharing insights, research findings, and expert opinions on social media. This enhances their industry influence and fosters innovation.
Best 5 Social Media Platforms for the Pharmaceutical Industry
Social media channels are essential for distributing relatable content to target audiences. And some of the best five social platforms that can help Pharma Influencer marketing and Pharma brands reach their desired audience. The right strategies for these individual platforms include:
LinkedIn is a premier platform for the pharmaceutical industry due to its professional and scientific focus. It’s ideal for connecting with healthcare professionals, researchers, and industry experts.
On LinkedIn, Pharmaceutical companies can share research findings, industry insights, and work updates on LinkedIn to establish thought leadership. It’s also a valuable resource for talent acquisition, enabling companies to find top talent in the healthcare and pharmaceutical sectors.
X (Formerly Twitter)
X’s real-time nature is perfect for sharing immediate updates on pharmaceutical news, clinical trial results, and industry trends. It facilitates direct engagement with patients, healthcare providers, and advocacy groups, allowing companies to address questions and concerns promptly.
Using relevant hashtags can amplify the reach of pharmaceutical content and contribute to trending discussions.
Facebook groups effectively reach a broader audience, including patients and caregivers. Companies can share patient stories, disease awareness campaigns, and educational content.
You can build respectable Facebook support groups or communities related to specific health conditions and foster a sense of belonging among patients, which can be valuable for patient engagement.
Pharmaceutical companies can leverage YouTube to provide in-depth educational content, such as animated videos explaining complex medical concepts or patient testimonials. You can share video updates on clinical trials, drug mechanisms, and treatment options to engage patients and healthcare professionals.
Instagram’s graphic nature allows pharmaceutical companies to tell compelling stories through images and short videos. This is particularly effective for showcasing corporate social responsibility initiatives and visually appealing pharmaceutical products.
Collaborating with healthcare influencers can help reach and engage with a younger, health-conscious demographic. Choosing the right social media platform depends on a pharmaceutical company’s specific goals and target audience.
How Does Industrial Regulation Affect Pharma’s Use of Social Media?
One of the significant limitations to using social platforms in Pharma is industrial regulations. The strict rules significantly influence how pharmaceutical companies use social media.
These stringent rules demand absolute accuracy, transparency, and privacy protection in all online communications. Fair balance, adherence to approved uses, and prompt adverse event reporting are non-negotiable. Sometimes, it’s put a limit on how much pharma businesses can share with their audience.
Yet, the potential for patient education, engagement, and trust-building on social media remains vast. By navigating this regulatory landscape adeptly, pharmaceutical companies can harness the power of social media to share valuable information, foster relationships, and, ultimately, improve public health. Compliance isn’t just mandatory; it’s an avenue toward a responsible and impactful online presence.
Social Media Best Practices for Big Pharma
Social media has come to stay, and users will continue gravitating towards social media for Pharma. As such, Pharma companies that intend to grow their impact must learn to adopt a significant social media strategy that guarantees user engagement and more sales.
Even though there are some social media-associated risks, its use still guarantees better marketing results for pharma companies.
“Content is fire, and social media is gasoline.”– Jay Baer, Convince & Convert.
Compliance is Non-Negotiable
Pharma brands must remain up-to-date with regulations from agencies like the FDA (U.S.), EMA (EU), and local regulatory bodies. These regulatory bodies continue to validate many life science companies, their funding, and educational resources.
Whether you settle for an influencers-based advertising approach or a personal marketing mix, the medical information you pass must be customer-centric and encourage customer engagement.
Transparency and Honesty
Provide Accurate Information: Ensure that all content shared on social media platforms is factually accurate, scientifically sound, and supported by evidence.
Disclosure: Disclose any potential conflicts of interest, financial relationships, or sponsorships when promoting products or services.
Social media makes it easier to educate your audience about diseases, treatment options, and healthcare best practices. This positions your company as a trusted source of information.
Also, avoid Direct-to-Consumer Advertising (DTCA). Pharmaceutical companies are prohibited from directly advertising prescription drugs to consumers in many countries. Adhere to these rules.
Data Privacy and Patient Confidentiality
Ensure that all patient-related information shared on social media complies with data privacy laws (e.g., HIPAA in the U.S.) and maintains patient confidentiality.
Monitoring and Reporting
It’s beneficial to use a robust monitoring system to track all social media interactions and ensure that adverse events or product complaints are reported and managed according to regulatory requirements.
Collaboration with Healthcare Professionals
Collaboration with significant digital opinion leaders, healthcare professionals, and key opinion leaders to add credibility to your content and ensure it is medically accurate.
Content Calendar and Strategy
More is needed to create in-house content across various digital channels. If you work with pharma influencers, you must develop a strategic content calendar that aligns with your brand’s goals and messaging. Consistency in posting is critical to maintaining a solid social media presence.
Any reliable social media strategy blends authenticity, adaptability, and data-driven insights to foster genuine connections, build trust, and drive sustainable success in the dynamic world of digital engagement. It’s not just about being present; it’s about making a meaningful impact.
How you create and publish video or blog content should be customer-centric, paying attention to patient behavior and mobile devices to help user experience and services.
Thankfully, platforms like Platforce make concentrating your marketing efforts on a target market easier. In more than one way, this helps the pharma business generate better revenue, make more sales, and keep their customers informed and well-engaged in their healthcare journey.