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Why is multichannel customer service important?

Why is multichannel customer service important? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The aim of multichannel customer service is to provide customers with options for how they would like to communicate with a brand if they have a query or a complaint to make.

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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Facebook and pharma in 2014

Facebook and pharma in 2014 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
 

Many of these are successful in engaging their audience, considering that there are several likes and shares on each post, as well as some being commented on (especially if they are topical, like Ebola). More robust engagement comes in the form of competitions, such as BI's asthma photography contest. This gets people involved in creating content as well as raising awareness of a therapy area without being promotional and involving product names.


Figure 3. BI's photography competition serves as the cover image and connects an Instagram campaign to their Facebook page.
 

Going one step further, J&J not only asks general questions to the fans of the page, but is also involved in the follow-up discussions. Having personal responses from the company is of high value to the customers, and the dialogue helps build reputation. Note that the key to avoiding regulatory issues is to ask something that is not likely to lead to any mention of products or adverse events.


Figure 4. J&J gets involved in the conversation about Halloween.


Regulations within the industry mean that comments may be removed and most pharmaceutical firms on Facebook have disclaimers on their pages stating that this may be a result of referencing drugs or their effects. This is made most clear by having a different visible tab on the page labelled 'Community Guidelines' or 'Comment Missing?' as done on the pages of J&J, Pfizer, and Novartis. Having an easy-to-understand and friendly section on these terms helps alleviate any customer frustration.



Figure 5. The information page for consumers on the Pfizer page is clear and friendly about the company's comment policy.


The importance of engagement

This is just a small glimpse into how pharmaceutical companies are using Facebook in their messaging to the public. Although the medium may seem constraining, there is still room for creativity in providing compelling information while remaining compliant. The easiest way to promote participation and interaction with the company is through contests, quizzes, conversations about daily life, games and other activities that go beyond the 'like'.

As mentioned earlier, Facebook has allowed users to not only chat with their friends, but also with companies. However, the ultimate goal should be that these companies become friends through open dialogue with their consumers and transparency regarding their regulatory situation, in order to gain the trust and support of the people they serve.

About the author:

Stefan Marcus is research strategist with Creation Healthcare, the engagement strategy consultancy to the global healthcare industry with a special interest in the digital behaviours of health stakeholders.


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Birgit Bauer's curator insight, Today, 3:20 AM

Interesting Insights ... 

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SOCIAL MEDIA MONITORING.. #PHARMA, TU NE POURRAS PLUS FAIRE SANS ! #hcsmeufr

SOCIAL MEDIA MONITORING..PHARMA, TU NE POURRAS PLUS FAIRE SANS ! Mon sujet de thèse que je passe le 17 décembre.. 75% des internautes qui cherchent de l'info...
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Social Media Monitoring and Engagement in Pharma | InTouchMD

Social Media Monitoring and Engagement in Pharma | InTouchMD | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Social Media Monitoring and Engagement in the Pharma Industry
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New Standards for Pharmaceutical Digital Marketing

New Standards for Pharmaceutical Digital Marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
How will the new standards for pharmaceutical digital marketing change your marketing strategy in 2015?

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New Remote Detailing Solution Expands Life Sciences' Multichannel

New Remote Detailing Solution Expands Life Sciences' Multichannel ...

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"So you're doing e-detailing?"

"So you're doing e-detailing?" | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
"Doing e-detailing" seems to be in vogue these days. Every pharmaceutical
company is investing in "e-detailing", "digital", "e-marketing" or some
other e/digital platform.

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Social media for pharma – an expert’s view

Social media for pharma – an expert’s view | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Even with risks and regulations, pharma needs to engage with patients and learn more about them

Via Olivier Delannoy, eMedToday
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CONFERENCE DE PRESSE LANCEMENT MonPSO et QualityCare - Léo Pharma

#MonPso - en tweets & pics - le 8 décembre 2014
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L’allemand Merck teste le médicament connecté pour deux de ses traitements injectables

L’allemand Merck teste le médicament connecté pour deux de ses traitements injectables | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Le laboratoire pharmaceutique allemand propose en France deux de ses médicaments avec un dispositif d’injection connecté à une plate-forme web. Un modèle dont il espère prouver les bénéfices thérapeutiques.

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L'approche mobile first au service du patient mobinaute #monpso cc @thierry_pires #hcsmeufr

L'approche mobile first au service du patient mobinaute  #monpso cc @thierry_pires #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Découvrez QualityCareTM de LEO PHARMA : un site d’information complété de l’appli MonPso pour aider les patients à prendre le contrôle de leur psoriasis
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Pharmawar - teasing du serious game du LEEM sur les métiers des entreprises du médicament

Pharmawar - teasing du serious game du LEEM sur les métiers des entreprises du médicament | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Pharma War - Serious Game - teasing par LeemFrance...

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Merck Serono France lance les solutions combinées pour une meilleure prise en charge du patient #hcsmeufr #pharma

Merck Serono France lance les solutions combinées pour une meilleure prise en charge du patient #hcsmeufr #pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Public Relations consulting group with exclusive focus on Technology and Life Sciences since 1987
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The third dimension in edetailing to pharma

The third dimension in edetailing to pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
So in subsequent stages of edetailing, the very evolvement of the app itself might be the third dimension to create sustainable attractiveness. App and related website(s), must present a dynamic context that proves to be “in ...

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Pharma Marketing Blog: Pharma C-Suite Social Media Dummies: Can They Be Trained?

Pharma Marketing Blog: Pharma C-Suite Social Media Dummies: Can They Be Trained? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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Public Health, Social Media & the Pharma Industry

Public Health, Social Media & the Pharma Industry | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
2014 has become a blockbuster year for Social Media guidance from the FDA. This week the FDA published draft guidance on the “Do’s and Don’ts” of social me
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Merck Serono lance deux dispositifs connectés pour un meilleur suivi du patient

Merck Serono lance deux dispositifs connectés pour un meilleur suivi du patient | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Le laboratoire Merck Serono, pionnier dans la médecine connectée, lance deux solutions connectés pour accompagner les patients dans le suivi de leur pathologie. Présentation. Dans une démarche d’in...

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How Can Digital Health Startups Work With Health Insurers And Big Pharma? -

How Can Digital Health Startups Work With Health Insurers And Big Pharma? - | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Risk capital is fleeing or stagnant in most of health care. The exception is digital health.

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Merck lance les injections connectées

Merck lance les injections connectées | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Merck Serono, division biopharmacie du laboratoire allemand Merck, fait évoluer ses injections. Intelligentes et connectées, elles

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The patient segmentation model

The patient segmentation model | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Dividing patients into groups based on how they behave towards their condition can aid understanding of the issues that affect them and improve outcomes, such as quality of life in long-term conditions. Market segmentation is the fancy marketer's...

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Franck Marcé - SIS's curator insight, December 12, 2:01 AM

Le marketing appliqué au comportement patients. Discutable et potentiellement stigmatisant mais à lire...

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L’Arthrose en mouvement : programme d’accompagnement digital par Sanofi

L’Arthrose en mouvement : programme d’accompagnement digital par Sanofi | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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Pharma Goes Digital

Pharma Goes Digital | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Technology transforms health care. Digital solutions are the future of medical landscapes. The pharmaceutical industry keeps pace with innovation and technology.

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The behavioural science of adherence - PMLiVE

The behavioural science of adherence - PMLiVE | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

The behavioural science of #adherence: http://t.co/Va57s1xJ9R #healthcare #behaviour


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Philippe Cherel's curator insight, December 8, 6:05 AM

Adherence might be defined as Acceptance + Compliance + Persistence

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Web to Store : les Français beaucoup plus à la page que les commerçants !

Web to Store : les Français beaucoup plus à la page que les commerçants ! | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Les usages Web-to-Store des consommateurs sont nettement plus avancés que ne l'imaginent les commerçants de proximité, selon une étude réalisée par Mappy et BVA. 91% des Français disent s'informer sur le web avant de faire leurs courses, alors qu'en face tout juste un quart des petits commerçants disent s'intéresser au web to store.

Le décalage est conséquent. Alors que 91 % des consommateurs achetent parfois en commerce de proximité après s'être s’être informés en magasin, 25% des commerçants seulement se déclarent intéressés par le Web-to-Store dans le cadre de leur activité. Pourtant, l’étude commandée par Mappy à BVA sur les pratiques des consommateurs le montre de manière flagrante : la recherche d’information sur le Web précède, dans 91 % des cas, un achat dans un commerce de proximité et à 97 % un achat sur Internet. La recherche d’informations en boutique entraînant un achat dans ce même commerce, ne s’élève qu’à 44 %.


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Focus sur deux médicaments connectés en cours de création

Focus sur deux médicaments connectés en cours de création | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Cercle de réflexion de l'industrie pharmaceutique


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