Don't be anti-social: Make social media work for your healthcare brand. Here's how
Today, social media is an important component of a brand's multichannel communication strategy. Pharma companies have however been slow to adopt social media marketing. Here, Sabine Raves, CEO of Cingulate Marketing & Advertising shares how to successfully approach social media to effectively reach healthcare professionals (HCPs), patients and consumers alike, whilst mitigating any risks.
With numbers like these, can you afford NOT to be on social?
The healthcare industry is highly regulated, and as such, most pharmaceutical companies have either avoided social media entirely, or restricted their activities.
Consider that in South Africa there are:
Looking at these numbers, can your brand really afford not to utilise this dynamic marketing tool when developing an integrated multichannel communication strategy? The answer is no.
A powerful tool in expert hands
Social media marketing is a powerful tool. When it’s used optimally, it can meaningfully contribute to achieving your brand’s business objectives, whether it is a scheduled or unscheduled product. Think opportunities to educate, build awareness, and promote your brand to your respective target markets, whether they’re healthcare professionals (HCPs), patients or consumers.
That’s where healthcare agencies that understand this specialised environment and its challenges come in. They will help you expertly manage social media to achieve your brand’s objectives.
Your approach is EVERTHING
Engage with the right audiences
Social media has ample data related to user demographics, behaviours and interests. Define your ideal target markets, then find your stakeholders and customise your message to them:
Remember to always create your social media content with end user needs in mind:
Continually track your results via relevant measurements. The saying goes, what gets measured gets managed. It is important when designing a campaign, the metrics that you measure support your overall campaign objectives.
You will achieve the best results (optimise your ROI) for your brand if you use complementary activities to support your Social Media campaign (e.g., activations, in-field activities using the sales force, emailers, WhatsApp’s, radio, TV etc.)
Mitigate any risks
Due to pharmacovigilance, many pharmaceutical companies are wary of social media because of their responsibility to report any adverse events within 24 hours. To manage this risk, there are many parameters one can put in place:
Social media marketing is a highly effective means of connecting with HCPs, patients and consumers. The ever increasing penetration of social media has now made it a key part of a healthcare brand’s multichannel communication campaign.
Should you and your brand need social media guidance, please contact Sabine or Angela on (011) 467 3645 or complete our contact page on www.cingulate.co.za
*Source: Datareportal – Digital 2021:South Africa