Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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Running effective webchats

Running effective webchats | Pharmaguy's Insights Into Drug Industry News | Scoop.it
Best practice
  1. Always aim to host the webchat on an independent website: for example a charity, patient group or other relevant organisation. This adds more credibility to the event.
  2. Plan a webchat at least two weeks in advance, in order to promote the event to as many people as possible and ensure there is adequate support for you on the day.
  3. Encourage people to submit questions in advance and have some answers prepared, to publish as soon as the web chat starts.
  4. Aim to answer as many live questions as possible in the allotted time.
  5. Answer questions directly and succinctly (one or two sentences should be enough).
  6. Provide links for further information before and during the chat
  7. Respond to questions in the order in which you receive them.
  8. If two or more questions are broadly the same, it is acceptable to refer the participant to an earlier answer i.e. ‘please see my response to [name here]’.
  9. Tell participants how they can contact you again after the chat
Pharma Guy's insight:


Compare this to guideline from Boehringer Ingelheim for organizing and running pharma TweetChats: How to Host a Successful Pharma TweetChat


Boehringer Ingelheim (BI) has hosted several disease-specific TweetChats focused on atrial fibrillation, chronic obstructive pulmonary disorder (COPD) and lung cancer. Despite the regulatory challenges posed by such activities, these were all successful, both in terms of delivering value to stakeholders and to BI, while remaining compliant with existing laws and regulations. 

This article reviews BI's "playbook" -- titled "How pharma TweetChats can drive healthcare innovation" -- which provides detailed insights for planning and delivering successful pharma TweetChats.

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How Do You Measure Social Media Content Effectiveness?

How Do You Measure Social Media Content Effectiveness? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Social media provides brands with another channel for content sharing. But as this becomes the norm, content marketers are looking to the next step in the process: measuring the effectiveness of this content. Based on an April 2014 study conducted by Ipsos OTX for the Association of National Advertisers (ANA), the overwhelming majority of brands are now doing so.


According to the research, 80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common. Usage statistics—daily or monthly active users, for example—fell in the middle of the list. Meanwhile, metrics that could identify business ramifications were not used nearly as much, with financially based measurements such as return on investment and sales landing near the bottom.

Pharma Guy's insight:


See how Boehringer Ingelheim measures success of its disease awareness TweetChats. It's in their "How to" playbook reviewed in this Pharma Marketing News article: 


How to Host a Successful Pharma TweetChat

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