'What’s a crisis? We did analysis on the list of social media crises aka “punkings” to find out what went wrong, why, and what should have been done.'
[AS: From one perspective, this is alarmist silliness. As social media use goes mainstream and usage increases, so PR incidents will 'increase' as they migrate from other media. We need not infer that there must as a consequence be 'more crises'.
However, the reach, immediacy, scale and ubiquity of Social Media means that the *potential* for 'more incidents, more often, at a greater volume' is increasing.]
'Social channels represent an unprecedented marketing opportunity to build and foster customer relationships with existing customers and new audiences, resulting in both increased advocacy and ultimately ROI.
The few forward-looking pharma companies, such as Pfizer, GlaxoSmithKline, UCB and Johnson & Johnson, are dipping their toes in social media to proactively engage in healthcare conversations and encourage users to join open discussions.'
[AS: UCB? Point out some campaigns other than PLM to me in the comments. Thanks!]
'Application discovery is a major problem for mobile healthcare marketers.
More than 10,000 mHealth apps already exist and pharma companies are continuining to ramp up their efforts considerably.
Ernst and Young reports that drug companies spent 78% more last year launching projects that use technology to improve patient health — half of which being mobile health apps - compared with just 16% previously.'
'How do you actually implement a strategy successfully and how do you know it’s working?
Don’t believe those that say you can’t measure the return on investment (ROI) of digital and social media programs – if you can’t measure it you shouldn’t be doing it and there are plenty of ways to assess if what you’re doing is working.'
"The recent hullabaloo with some pharma companies pulling out of Facebook got me thinking about whether it is even probable for pharma companies to come across as “more human” and therefore viewed as willing to connect with consumers/patients beyond the PR and marketing scripts."
'Social media looks like it could play a beneficial role in helping younger healthcare packaging professionals learn the business function.
A recent LinkedIn discussion exemplifies the possibility. A college student conducting research on pharmaceutical packaging asked about important issues, commonly used packaging materials, and the advantages of packaging in-house vs contract packaging.
Several thoughtful responses followed, including one from Greg Davis, a project engineering manager at Nosco. He said, “The largest generation in history will begin retiring this year, so senior-friendly packaging is another area of focus.” Davis also mentioned package design and functionality, the need for packages to comply with regulations, and sustainability as concerns.'
'Why are mobile apps right for pharma? Apps have many compelling benefits, including accessible content without an internet connection, uniquely rich experiences from integrating mobile device functionality, etc.
However, app success will remain elusive unless brands leverage knowledge of mobile behavior and best practices'
'Consumers and healthcare practitioners have come to rely on digital platforms for medical advice, but as Google trumps nurses, pharmacists, and friends and family as the second most frequently named influencer of health decisions, pharmaceutical companies are disproportionately silent in the digital space.'
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