PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING

Marketers are taking to Facebook Live en masse, but can live social video work as a marketing tool for pharma? Yes, experts say—and it might be easier than expected.

The easier-than-expected part is that pharma marketers can and should build on live content they already use. For instance, pharma companies could use Facebook Live to stream conference speeches by key opinion leaders with added interactive elements, such as a question-and-answer session after.

The recent Novartis Facebook Live chat with Queen Latifah about heart disease (read “Novartis, Queen Latifah, & American Heart Association Team Up on Facebook Live Broadcast”; http://sco.lt/6caCxN) is another good example of a “safe” experiment where pharma can engage with patients and caregivers through disease awareness and community building,said Dave Wieneke, digital strategy practice director at Connective DX.. Patient stories in general are a good use of Facebook Live in both the initial broadcasting and in the ability to access those authentic social stories later, said Wieneke.

Another bonus to Facebook Live is audience building. During any particular session, viewers can click to follow all future Live sessions from the marketer.

In general healthcare, Wieneke noted several hospitals including the Mayo Clinic, UNC Healthcare and Children’s Hospital of Wisconsin successfully using Facebook Live with live-streaming events such as “ask a doctor” sessions, lectures, fundraisers, and guided tours. UNC Healthcare, in fact, reported results of its Facebook Live streaming that included a 480% increase in daily interactions and a 75% increase of page likes in the first six months. One of its live chats about the Affordable Care Act has been replayed more than 2,000 times.

The risks, which pharma companies tend to fall back on when it comes to new forms of media, are more about being live than the use of video. Potential comments made during interactive sessions around off-label use, incorrect information, or the reporting of an adverse event, for example, are the same risks as at any live event, said Wieneke.