Start listening to chatter on social media and you'll discover that Pepto-Bismol is commonly used for face masks, allergy OTC meds' side effects are disruptive, and knitters get lots of headaches.
Infegy's recent study divining social insights for pharma also found some interesting prescription drug gems as well. For instance, cancer patients talk more about marijuana than Zofran for nausea relief. And along with insulin shots, diabetes patients also use almonds and nuts, apple cider vinegar and high fiber to manage their disease.
Rion Martin, Infegy's marketing director, said social listening is often an untapped resource for pharma, which even some drugmakers admit. Initial feedback on the study included several companies noting they had never thought of using social media that way, he said. The other significant feedback centered on regulations, particularly adverse events and the question of whether findings via social listening would have to be reported. (The answer is currently no.)
"Today the major value is insight and analysis because of the problem of (vague) regulations," he said. "We advise people to use social media more as a point of research than a point of engagement."
But what to do with all those insights? That depends. In the case of the discovery of knitters getting headaches, the digital ad agency for Tylenol, which uncovered the new target group, caused the headache medicine to shift marketing and SEO strategies, resulting in an increase in visits to its website, according to the Infegy report.
Other findings, like the marijuana chatter, diabetes dietary aids or the side effects of allergy medicine, can be used to look at the impact of side effects, address what's working and what's not working in treatment management or tailor messaging to address specific pain points.
eL’industrie pharmaceutique mise sur son université d’été pour faire évoluer le système de santé. Son syndicat, le Leem, organise pour la première fois à Paris "Pharmacité", un évènement qui devrait rassembler près de 700 participants ce jeudi 2 juillet. Entretien avec Patrick Errard, président du Leem, qui affirme que le secteur a profondément changé.
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Pharma insiders sometimes dismiss the marketing campaigns of consumer-packaged goods (CPG) as being too far removed from our work to be relevant. “They have such big budgets! They don’t have our restrictions! What can we learn from them?”A lot, we think.
Group Account Director David Barwig, who is new to Intouch Solutions’ New York office, has a background in the CPG industry. From SC Johnson to “Got Milk,” his multichannel experience has developed the digital side of many household brand names, and his expertise is now coming into play for several of our pharmaceutical clients.
Les géants de la pharmacie et du numérique ne se sont pas seulement associés dans un projet de lentille intelligente pour le suivi du diabète. Novartis et Google planchent également – et très discrètement – sur deux autres projets bien avancés, a révélé le laboratoire suisse à l’occasion de ses journées dédiées à l’innovation.
What a difference a year makes. Over the last 12 months we have been consciously positioning ourselves to be one of the most socially active pharmaceutical companies, by integrating social media marketing to engage patients.
During this time a lot of people have started asking what's happening with LEO Pharma Spain. Some of LEO Pharma Spain's Social Media profiles have become some of the biggest influencers in world health days, in Spanish and at international dermatology congresses.
In Spain, LEO is at the top of the rankings of influencers in Klout when compared to other big pharmaceutical companies, even reaching the same level as some leading international pharmaceutical accounts.
LEO's digital department only started one year ago, with a YouTube channel and a Twitter account, but we had a clear digital strategy to understood that if the focus is the patient then we had to listen to them and situate ourselves where their conversations were taking place.
People discovered that we are more than just a pharma company, in fact, we also help people achieve healthy skin when we develop the best possible solutions for patients and go beyond thinking only about physical products.
It was during World Psoriasis Day 2014 that I really understood what it meant to be patient-centred. Then I had a conversation with a person who had psoriasis on Facebook. Instead of talking about the treatments she uses she instead focused on her constant battle with the skin condition, and thanked me for LEO's awareness campaign.
But a company cannot have a significant social media presence if its employees aren't active users of a social network, as they play an important role in patient and HCP communication.
It's similarly impossible for a company's directors, and regulatory and legal departments, to be engaged if they don't understand and use social media.
At LEO Pharma Spain everyone contributes to communication, and this approach has allowed us to build a strong corporate reputation in social media as we engage with our audience at different levels and through different channels.
Patients want access to healthcare information via social media, and most importantly, they want to be heard by pharma. Healthcare professionals have become increasingly active on social media and, in my opinion, pharmaceutical companies have an important role to play here. That's why LEO Pharma Spain wants to break the traditional pharmaceutical approach through a more active use of social media.
In a short time LEO Pharma has reached the biggest Klout in Spain From the 187 pharma companies associated with the local industry association Farmaindustria, LEO Pharma has the most active Social Media profiles, whether those be its blog, or accounts on Google Plus, Twitter, Facebook,YouTube, Linkedin or Pinterest - it is also the first Spain pharma company to have an Instagram profile.
Recently we won the Premios ASPID award for our #DescubreLaPsoriasis(#DiscoverThePsoriasis) social media campaign. With this campaign, we wanted to increase awareness of this disease so that people who suffer from Psoriasis could feel better understood by society by focusing on three key messages: psoriasis is not contagious; psoriasis affects 2 out of every 100 people; and psoriasis is a chronical disease, but it can be controlled.
As a result of our efforts, the campaign became viral on various social media networks and we reached an audience of 11 million people, had more than 6,000 photos and videos published, had 60,000 user interactions and received 30,000 video views.
However, the greatest achievement was managing to let the patients feel that society rallies around them more and that this little known disease is known a bit better.
Que vous recherchiez un médicament, une indication, un produit de santé, une molécule ou un laboratoire pharmaceutique, vous trouverez facilement et rapidement ce que vous recherchez grâce à un moteur de recherche évolué capable d'anticiper vos...
Branded web sites, social media activity and DTC ads are just some of the many ways pharma marketers can get their message out directly to patients, and in some cases – such as social media – even engage directly. But what if a pharma marketer could be in a patient’s pocket at all times, and Read more