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Choosing the right social media platforms for pharma

Choosing the right social media platforms for pharma | DigiPharma | Scoop.it
Most pharma marketers are fully aware of social media; they just struggle understanding its application to their brands. Often corporate governance and lack of senior level belief in social media hinder any uptake by brands to really engage with their customers and use social to complement their other marketing activities.

With new social media tools appearing all the time there is a challenge not only decide what each platform can do, but trying apply it to pharma marketing (the picture an amusing view of most common platforms). A year ago was a world without google+, which according to recent announcements your participation will be increasing your search engine rankings.

With the rapid evolution of social media, reviewing the social landscape regularly should be an important process to see how it could be used to optimise your brand plans. Use of social media for “the sake of it”, overall tends to be a poor investment (you might actually get lucky and engage customers), instead social should form part of your long-term brands strategic thinking. Gaining customer insights, engaging customers and empowering advocates are the key outcomes for most brand plans, and social media can provide a cost effective solution.

 

Understanding your customers online behaviours can provide you with direction on where your brand should be. I often hear “do doctors really use social media?” Sometimes pharma marketers forget that doctors are also members of the public, which participate in social platforms like any other person in society. Given their socio economic status, in fact they are more likely to have smart phone and ipads.
Creating social media “embassies” around your brand provides an opportunity that should not be overlooked. Whether you like it or not your brand is being talked about in social media, so your choice to participate can dramatically affect the influence you can have on these conversations.

 

Below are 20 social media stats that show how active social media is within society (for full article on these stats click on the headline).

 

1. One in every nine people on Earth is on Facebook ( This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
2. People spend 700 billion minutes per month on Facebook
3. Each Facebook user spends on average 15 hours and 33 minutes a month on the site
4. More than 250 million people access Facebook through their mobile devices
5. More than 2.5 million websites have integrated with Facebook
6. 30 billion pieces of content is shared on Facebook each month
7. 300,000 users helped translate Facebook into 70 languages
8. People on Facebook install 20 million “Apps” every day
9. YouTube has 490 million unique users who visit every month (as of February 2011)
10. YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
11. Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
12. Wikipedia hosts 17 million articles
13. Wikipedia authors total over 91,000 contributors
14. People upload 3,000 images to Flickr (the photo sharing social media site) every minute
15. Flickr hosts over 5 billion images
16. 190 million average Tweets per day occur on Twitter (May 2011)
17. Twitter is handling 1.6 billion queries per day
18. Twitter is adding nearly 500,000 users a day
19. Google+ has more than 25 million users
20. Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)

 

The power of social media is not going to go away, but it will increase in importance (for customers and by association marketers). Deciding how, when and where to use social should be a critical part of your brand plan.

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Digital healthcare marketing trends to watch out for in 2012 - Features - Communiquélive

Digital healthcare marketing trends to watch out for in 2012 - Features - Communiquélive | DigiPharma | Scoop.it
Digital healthcare marketing trends to watch out for in 2012 | Features Article | Alastair McQueen, Senior Copywriter at eBee, explores the five hottest trends we’re likely to see in digital healthcare communications in 2012 | Communiquélive...
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Ipad the first step to personalised communication?

Ipad the first step to personalised communication? | DigiPharma | Scoop.it

Ever since the ipad first appeared on the market, it has enchanted pharma. In particular, the sales force has embraced ipad as a means to engage the customers in sales calls. As an ex pharma rep and sales manager my first experience of detailing was a painful experience. The laptop took a good 5 minutes to start, battery life meant it would just about last 2 calls and the only value add to the interaction was a few KOL videos. Is an ipad sales aid just about the user experience or should it be much more?

Don’t get me wrong creating the right impression with the customer is critical for engagement, and in that respect the ipad can deliver a wonderful end product. Rather than carrying a few clinical papers a rep can carry a complete library and KOL opinion videos on each paper. As a business tool for a representative, the ipad really provides value to pharma.

The real difference detailing electronically lies with data and how it can be used to improve communication in all channels. Firstly incorporating data from CRM can allow customisation of the sales aid to give a personalised “story” that can really engage the customer. How a healthcare professional interacts with the sales aid can help profile their interests, behaviours, drivers, influence and influencers. Capturing this information can help reform your pharmaceutical marketing. Use of behaviour profiling offers pharma an opportunity to personalise communication in any channel. At the heart of behavioural profiling and multichannel marketing is CRM (now this should include a social element).

Through the use feedback loops from all communication channels customer profiling can be refined to improve the effectiveness of personalised messaging. The traditional barrier to personalised messaging is a lack of investment in systems and processes to enable effective message delivery. Pharma on the whole tends to use traditional models in relation to messaging which is normally developed using a combination of market research of target groups/segments, lists and “off the shelf” data, ending up with a series of key messages that if repeated 5 times will change that group’s behaviour. With the evolution of data management, your company can gain true personalised understanding of your customer rather than relying on a “one size fits” all approach to marketing. With the right delivery systems/channels personalised communication that can really engage and change customer behaviours.

Any pharmaceutical marketer needs to ask the question, how would you react if a sales person tried to sell you something while completely ignoring your questions and what you said? Loss of engagement reduces the likelihood of buying. If it is unacceptable for you, why should it be acceptable for your customers?

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