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.
Do your research when planning a digital engagement strategy
Listening to organic conversation allows insights into what HCPs are actually discussingBrand managers need to know which channels customers are using and what content will appeal to them before incorporating it into the brand strategyMonitoring HCP-only conversation typically means less pharmacovigilance and adverse event reports.
As one of the more heavily regulated industries, it has not been easy for pharma to engage in the digital space. Many pharmaceutical companies are aware that doctors & patients are discussing their brands, therapy areas and treatments online but are wary of joining the conversation. General social media monitoring is an area of caution because of the prospect of uncovering potentially reportable adverse events.
A l’occasion de la Journée Mondiale de lutte contre le Sida, le laboratoire pharmaceutique Janssen lance, le 1er décembre 2014, une nouvelle campagne virale, en partenariat avec Sida Info Service. Une campagne, ludique et participative, qui a pour objectif de favoriser le dépistage auprès des jeunes.
La promotion des dispositifs médicaux est désormais réglementée. Formidable vecteur de promotion, l'e-media a fait l'objet d'une Charte pour la communication et la promotion des produits de santé sur Internet et l’E-media, publiée par l’Agence nationale de sécurité du médicament et des produits de santé en mars 2014.
LinkedIn has become a staple social media outlet for professionals across the board, and now more than ever, people are actively using this platform to share information. One and a half million LinkedIn members are sharing content and sixty-five percent of users have increased their consumption over the past year. This drastic increase is now being called “the content revolution,” and is a phenomenon that should not go unnoticed by healthcare professionals.
The healthcare industry can take advantage of what marketers have already been doing and utilize these social media sites for digital marketing. LinkedIn recently released their 2014 Professional Content Consumption Report which surveyed over 2,700 users about their interactions with the site. As ninety-one percent of those surveyed list LinkedIn as their number one choice for professional content and the average user spends eight hours a week on LinkedIn, connecting with these content revolutionaries is an excellent way for healthcare professionals to network and share valuable insights and information.
Present novel information, or information that will assist in decision making. Fifty-six percent of users feel it is the easiest way to find professionally relevant content. Posts that present new and helpful information will be viewed and shared at a higher rate. Use this platform to spark discussion. Fifty-one percent of users feel the main benefit of LinkedIn is the potential for sparking conversations. Content revolutionaries will share content that they feel evokes a response, and this content is more likely to be shared across other media platforms as well. Ensure that sharing this content would benefit a user’s professional network. Sixty-two percent of users use LinkedIn to build relationships with colleagues or clients. Network building is one of the main draws of this platform, and content revolutionaries are likely to share information that aids in building relationships.
Format the content so it can be easily consumed on a mobile device. Users often need information at their fingertips and forty three percent of members visit this site on their mobile device. Publish content that users want to share to enhance their professional brand. Some of the main benefits to using LinkedIn are that it increases member visibility, enhances a member’s professional brand reputation, and positions a member as an innovator. Content revolutionaries are most likely to share content that fulfills these needs.
For healthcare professionals to be most effective on LinkedIn, they must deliver information that content revolutionaries are seeking. In order to ensure that content revolutionaries share and consume healthcare professional’s content, it is important to present new, timely and discussion-worthy information.
Providing content beneficial to a professional’s network or brand, as well as providing small, easily “digestible” pieces of content will help increase the likelihood that the information is shared.
La vidéo est aujourd’hui le média le plus plébiscité par les internautes à travers le monde. De nombreuses initiatives utilisant ce média fleurissent dans le domaine de la santé. Décryptage d’une tendance croissante. La vidéo est aujourd’hui très présente sur les supports digitaux et notamment dans le domaine de la santé. Aujourd’hui l’impact de ce …