La deuxième erreur consiste à reproduire à l'identique des stratégies Social Media qui ont fonctionné pour d'autres marques, sans vérifier qu'elles répondent aux objectifs que l'on s'est fixés : les objectifs toujours les objectifs ...
Traditional social media monitoring approaches are now familiar to many pharmaceutical marketers and communicators. A set of keywords related to a particular topic is chosen, and used to program proprietary software to search for conversations including these keywords over a given time period. Results tend to include a large amount of noise or irrelevant mentions, as well as those by patients, HCPs and other groups of interest. For example, when searching around diabetes keywords, results such as the tweet below are often found in greater numbers than those referring to real clinical situations; the software is not capable of distinguishing between members of the public making a joke and the discussions of doctors or patients. Human analysis is then required to filter out the useful results, but the process can be imperfect, meaning that insights can be clouded or that key points and individuals can be missed.
Figure 1: A popular tweet mentioning diabetes. Does your social media monitoring tool return large volumes of similarly irrelevant results?
Creation Pinpoint is a new social media monitoring tool that cuts out the noise and allows those interested in the activity of HCPs to focus on the most important conversations taking place between doctors, pharmacists and nurses. Not only does this provide a more reliable picture of how a particular brand or therapy area is being discussed by those who are active in the area, but it also allows the identification of HCPs who are particularly influential online – the DOLs. These individuals are crucial when considering how a brand or therapy area is discussed online, as their posts and other activities influence others in the online – and offline – spaces.
The following graphic shows the top 10 HCPs tweeting on a subset of topics related to prostate cancer. Through Creation Pinpoint, it is possible to identify specific conversations and to discover more about an individual, such as their location, Twitter profile and online influence scores. In this way, DOLs can be quickly and easily identified, and steps can be taken towards engaging with them in an appropriate and effective manner.
Figure 2: Extract from Creation Pinpoint demo dashboard – the top 10 HCPs tweeting on a subset of prostate cancer topics in the past 6 months
Figure 3: Detailed information about key HCPs is just a click away in Creation Pinpoint, enabling engagement and allowing you to improve the control you have over your brands online.
Three groups of HCPs you need to be aware of
Studies using Creation Pinpoint have so far identified three broad groups of HCPs active online, whose activities may be of interest to pharmaceutical companies.
Social media big hitters – these are HCPs who have embraced online media, and may have several social media accounts. They are more likely to be generalists, or involved in medical education or leadership. Any posts they make online have impact within their large sphere of influence, with potential to spread further. These individuals may not have a specialist network, however, and are therefore less likely to post online extensively on a single topicSpecialists – this group may not have such sophisticated online profiles, and may only be active on a narrow range of topics. However, their activities in that area are credible, since this is where their professional focus lies. They are more likely to have a highly relevant discussion on a particular topic areaOne-hit wonders – these individuals fall into neither group, but they are shown to have had at least one, seemingly isolated, relevant conversation. Further monitoring may show that these users go on to have further conversations on the relevant topics
Day-to-day personal interactions that don’t include social media are becoming harder and harder to find. US consumers spent 20-30 percent of their time online or 121 billion total minutes in July 2012 on social networking, up 37 percent from 2011. In other words, Americans alone spend upwards of 24 billion hours each year divulging minute-to-minute personal details online… or lurking… with no indication of stopping.
This week, Ombud has taken a look at some innovative ways organizations are leveraging that magnitude of data for potentially life-saving innovations in Social Media Monitoring technologies.
Social media trends present an opportunity for the pharmaceutical industry to gain medical insights and provide immediate medical alerts to consumers. This translates into a significant opportunity to revolutionize pharmacovigilance.
Pharmacovigilance is the science and activities related to detecting, assessing, understanding and preventing adverse event (any undesirable experience) or any other drug-related problem.
A partnership between the EU and the European Federation of Pharmaceutical Industries and Associations, known as the Innovative Medicines Initiative (IMI), is bringing Social Media Monitoring to pharmacovigilance. IMI is currently seeking social media innovation to establish a policy and regulatory framework for pharmacovigilance surveillance.
The IMI has two overall methods of gathering crucial self-reported data:
Reporting: Patients suffering suspected adverse effects from medications could directly report to appropriate authorities through a mobile app integrated with established workflows and tools. Such reports can come from patients or physicians and becomes the basis of a two-way communication between reporter and authority. Data Mining: Social media will be scanned for emerging, self-reported medical insights. Content gathered from several web sources into a social media monitoring solution will allow for analysis and identification of adverse events in real-time.
This will allow for real-time reporting, identification and alerting on adverse events.
Leveraging Social Media Monitoring for healthcare is also taking hold in the US.
US Veteran Support
Social Media Monitoring technologies also allow for a new effort to save American veterans. Military suicide experts are collaborating with software companies to identify signs of despondency in military veterans through social media.
On average, 22 US military veterans are lost to suicide each day. These men and women may not explicitly announce their intentions in their Facebook statuses. However, military suicide experts believe social media postings can be analyzed for instant help before it’s too late.
These experts are currently researching their theory to find out how to monitor social media postings to predict and prevent military and veteran suicides.
Phase one of the project has already been completed. Based on doctors’ notes from veteran patients, experts identified key words and phrases to create a language-driven suicide prediction model.
Up to 100,000 service members and veterans in addition to their support network will be volunteering in phase two of the project to test the model’s predictive quality.
The results of this study will become the basis of identifying at-risk service members and veterans. Once identified, they will be automatically linked to resources. Their support network will also be notified in hopes of initiating intervention in time for prevention.
Innovating new uses for Social Media Monitoring technologies, organizations are demonstrating the value of social media far beyond networking and marketing.
After identifying a Social Media Monitoring initiative, the second step is finding the best tool to accomplish your goal. Dozens of options exist ranging from comprehensive social business tools to listening tools to publishing tools. Each is equipped with a very different set of capabilities and total cost of ownership.
Ombud has included Social Media Monitoring tools within our Social Media
Twitter has over 170 million active users, Facebook claims to have 950 million people using the service in a given month and even Google+ now boasts 100 million active users.
With these huge numbers of people worldwide using social networks to share news, sentiment, and thoughts every single day, there is a huge potential to use social media to monitor political sentiment, the stock market, public health and more. In fact, research shows that analysis of public mood can sometimes reflect the Dow Jones, can help predict political polling data and can even quickly pinpoint epidemics and flu outbreaks.
Take a look at how the extensive amount of data gleaned from social media can be used as an effective monitoring tool across industries and for different purposes in the infographic..
What is Social Media Monitoring? How does it work? And why should you bother with it?More and more businesses are now integrating social media in their marketing strategy. Some are better at it than others.
Gouvernance et stratégie globales : Une des clefs de réussite du Social Media Marketing résidera dans l'adoption d'une gouvernance et d'une stratégie globales, donnant une vision et une orientation, mobilisant les différentes compétences ...
Social media in highly-regulated industries is a hot topic – and healthcare is no exception. The healthcare industry encompasses a wide variety of specialties, making it even more difficult to draw concrete conclusions on the specific use and scope of social media.
The unique challenges – and opportunities – available to healthcare professionals via social media is worthy of review. Regardless of where you are with your online marketing efforts, creating and integrating social media into an overall plan can be fruitful. Let’s break it down!
Unique Challenges There are several challenges unique to the healthcare industry and most of them relate to fear of the unknown and the regulations that must be followed.
Many are afraid of violating HIPPA laws and endangering patient protection. Some also fear that any advice they offer could be misinterpreted as ‘medical advice’ without a proper diagnosis.
The rules around what can be said/done on social media as it relates to any regulated industry can be vague. Some would rather not take the chance.
Unique Opportunities While there are many in the industry who are embracing social media, it’s still a relatively fresh mode of communication. This is an opportunity for medical providers to build authority and become a leader in their industry. And, for those who fear HIPPA, there is still a good amount of wiggle room. For example, social media can be used for the purpose of introducing new staff members to the audience, informing the audience of business happenings, and changes or additions to current service. Using social media effectively is a great way to establish credibility and generate referrals, which are critical to physicians.
For those who are targeting a younger demographic, social media presents a great opportunity as many younger folks use it as a primary form of communication. And young people are not the only ones. Adults ages 35-54 represent one of the fastest growing demographics on most of the major social media.
There are also many collaborative, research and professional-related networking opportunities available to those in the medical field using sites like LinkedIn. The internet poses an abundance of information and resources for medical professionals.
Determining Channels I advise clients in all industries to choose a channel or channels that meet their specific goals and target their ideal clients. There’s no size-fits-all when it comes to social media.
For example, if you’re a physical therapist with a primary goal of communicating valuable tips to your existing patients, I might recommend considering Facebook and an e-newsletter or blog. A doctor or specialist may have a goal to connect with like-minded professionals who can help expand his or her knowledge base. In that case, perhaps creating or jointing a medical LinkedIn group would be effective.
Establishing Goals For those who want to use social media effectively, they must set realistic goals, integrate their social media efforts with their traditional marketing efforts and establish an effective plan for managing a consistent presence.
Realistic goals include: driving website traffic, building loyalty among existing customers, establishing credibility, enhancing search engine optimization (SEO), increasing audience engagement, raising awareness/educating, or driving foot traffic to a physical location. I recommend focusing on no more than three goals in the first 90 days.
Once the goals are decided and the channels are active, it will be important to integrate social media with other forms of marketing, like including Facebook URLs on print pieces. Message consistency – throughout all marketing – is also important.
Social media success is something that takes consistent effort and energy, especially as it relates to content development. It will be fundamental to set aside time to execute social media tasks or hire someone who can help with the management. That being said, for those who plan to manage efforts themselves, they don’t have to spend countless hours. Keep in mind that you have the knowledge and expertise to offer value-added information and solutions to your audience – you just need to establish your rhythm for communicating your expertise.
Maximizing Efforts The only thing that makes health care different from other industries is the need to protect patient privacy. That’s something that should be incorporated into in all forms of communications and company policies. I advise all of my clients to have a social media policy, which governs the use of internal and external use of social media, but I stress this with clients in highly-regulated industries.
Regardless of the industry involved, I find that many do not understand social media and its usages and, because of this, are reluctant to embrace it. My hope is that fear of the unknown does not keep anyone – especially those in highly-regulated industries – from establishing themselves on social networks. Check outKevinMD for an example of how healthcare professionals can use social media to meet their goals.
En quoi le Web social peut être un outil de (ré-)organisation interne, quelles sont les problématiques spécifiques à l’industrie pharmaceutique sur le web, et comment le monitoring et les études du Web social peuvent aider à les résoudre.
In an effort to build relationships with consumers of medical services and ensure they are well-educated about their care, many hospitals and other health services organizations have taken to social media. Through Facebook pages, YouTube channels and more, health care professionals attempt to disseminate important information and solicit feedback. This can drive brand loyalty and create informed consumers. The use of social media in health care has many possibilities in addition to public relations and marketing, as well.
Tracking progress in brand awareness and information reach Social media monitoring solutions can be of great use to health care professionals. Those hospitals and other organizations undertaking a social media campaign to build brand awareness and loyalty can use such tools to determine how well their efforts are performing. Social media analysis can show how many users are discussing the hospital and its posts and give administrators a better idea of how much engagement a particular campaign generates.
Those social media activities that aim to educate consumers about health care and treatment options can also use social media listening tools in a variety of ways. A preliminary scan of relevant posts to see what users say when they discuss a certain condition or procedure can help establish a baseline of general knowledge. For example, if misconceptions or questions consistently appear in social media posts on the subject, it will be easy to construct a campaign to counter or answer them.
Once an informational campaign on social media has been in effect for some time, it's possible to use social media monitoring to see how well it has performed, just as with public relations campaigns. A notable increase in posts from the intended area that display a correct understanding of the facts can demonstrate the success of an informational campaign, perhaps driving investment in further efforts of the same kind.
Research opportunities Many social media users are free with what they will post. There is some amount of health information to be gleaned from such activity. The most basic aspects of a healthy lifestyle, including diet and exercise, are often things people will make social media posts about. Photographing meals and checking into gyms are not uncommon activities on social media. Others living with chronic conditions may post updates or questions. Social media analytics can allow researchers to tap into this wealth of data. Demographic research on a variety of topics can be accomplished through social media or supplemented by it. Of course, this can be part of a reciprocal process within organizations, where research both precedes and follows education efforts.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.