MM&M recently spoke with patient advocates to find out the value created by pharma social media campaigns – both owned and sponsored. Patients were asked about the effectiveness of pharma social media and to share advice for pharma industry to create social media programs that are engaging, effective and relevant.
Among advocates’ top 10 tips for pharma social media programs, allowing patients to play a key role in the community came across as the single most important piece of advice.
Specifically:Consult with patients before developing communities to shape strategy around patient needsAllow patients to play a larger role in management and moderation of communitiesAppoint community owners that have deep understanding of social media, as well as the disease and products
The more involved patients are in planning a community, the more likely they are to use it and become ambassadors, ensuring that people are aware of its existence and trust its intentions.
Two other interesting insights from patients:Trying to be trendy can send the wrong message about understanding the serious impact of disease.Make it easy for people to find your content. Social media can be good for sharing, but lags in the area of “discovery” and “search.”
For a great example of pharma social media, check out Sanofi’s Diabetes Co-Stars campaign.
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