Meeting patients where they gather: New social media strategies for pharma
Marketing on social media doesn't come naturally to the life sciences. Nonetheless, it is a powerful tactic (1,230 words, 6 minutes)
Social media has become crucial to marketing strategies in diverse sectors, including the life sciences. As industry professionals and consumers increasingly turn to social platforms, pharmaceutical companies acknowledge the need to utilize social media effectively to connect with their audience, enhance brand recognition, and achieve business goals. That observation comes from pharma consultant Dr. Sanjay Agrawal’s recent post on his LinkedIn blog.
Like in any industry, a crucial element of social media strategy for pharmaceutical companies is to engage their audience and actively participate in conversations. Social media management agency ICUC Social writes that this involves monitoring social media channels for mentions, comments, and questions related to their products or therapeutic areas and responding promptly and professionally. ICUC says having a skilled social media community manager who knows the subject and product well is essential.
The website Social Pharmacist adds that the industry and pharma executives should focus on providing valuable and relevant content to their audience on social media platforms. McKinsey & Company notes that digital education materials could include information about diseases and treatment options, insights into the latest research and developments, and tips for managing health and wellness. According to the consultancy, offering informative content that resonates with their target audience could help pharma companies position themselves as trusted sources of information.
Beyond organic content and engagement, pharmaceutical companies can also gain advantages from paid social media advertising. Digital Pharmacist suggests that although organic social media maintains relevance and connection with current customers, paid social media initiatives can attract a broader audience. These paid advertisements often involve targeted campaigns aimed at particular demographics and collaborative sponsored content with influencers or healthcare experts. Orientation Marketing emphasizes the importance of reviewing the regulations of each social media platform concerning pharmaceutical marketing to maintain transparency and to select the most suitable platforms for the intended message.
One unique aspect of social media in pharma marketing is prioritizing compliance and regulatory adherence. Pharma Marketing Network writes that given the industry’s highly regulated nature, pharma marketers must ensure that their social media activities comply with relevant regulations. It is essential to understand the various laws and regulations that govern digital advertising, implement systems to review content before it is posted, and provide appropriate training to employees to ensure compliance at all levels.
Additional reading:
https://www.orientation.agency/insights/10-reasons-why-pharma-companies-should-use-social-media
https://www.pharmexec.com/view/keys-to-success-for-social-media-in-healthcare-advertising
THIS WEEK 03/26/24
Health Canada approved Innodem Neurosciences’s Eye-Tracking Neurological Assessment for Multiple Sclerosis (ETNA-MS). ETNA-MS is software intended to administer a noninvasive test and provide an Expanded Disability Status Scale (EDSS) score between 1.0 and 4.5 to track disease progression in M.S. patients.
Idorsia Pharmaceuticals announced that the U.S. FDA has approved aprocitentan (Tryvio) for treating hypertension in combination with other antihypertensive drugs to lower blood pressure in adult patients.
The U.S. FDA approved Orchard Therapeutics’ atidarsagene autotemcel (Lenmeldy), formerly OTL-200, for treating children with early-onset metachromatic leukodystrophy (MLD).
The U.S. FDA has granted accelerated approval to Madrigal Pharmaceuticals’s resmetirom (Rezdiffra) in combination with diet and exercise for the treatment of adult patients with noncirrhotic NASH with moderate to advanced liver fibrosis.
Fusion Pharmaceuticals, a Hamilton, Ont.-based company that develops radioconjugates as precision medicine, announced it has entered into a definitive agreement to become a wholly-owned subsidiary of AstraZeneca.
LISTEN UP
In season 12 of the NPC Podcast, Aldona Armstrong, Commercial Solutions Lead, Immunology at UCB, gives insights into patient advocacy initiatives, working with key opinion leaders, and ways to implement specialty marketing approaches. Hear her in conversation with podcast hosts Mitch Shannon, Jim Shea and Mark McElwain.
HEALTHBIZ REWIND
This feature of NPC Healthbiz Weekly looks back at some of the most insightful moments from previous NPC Podcast episodes. In Healthbiz Rewind, you’ll read bold life sci predictions made during the renowned “Prognostication Korner” segment of the NPC Podcast.
Paul Petrelli
General Manager
Jazz Pharmaceuticals
Mississauga, Ont.
Season 11, episode 02
Listen to this episode here
What bold predictions can you make about the sciences industry during the upcoming 12 to 24 months?
To be honest with you, this is very aspirational, but if I think about it from an industry point of view, my soothsayer’s idea is that I’d love to see both government and industry come together to fix the time to patient for therapies and equity for patients across the country. I think that’s going to be critical.
Life Sciences Ontario: 2024 Annual Awards
Join LSO for a night of celebration of the #lifesciences sector and individuals and companies that have made outstanding contributions — Bill Mantel of Centre for the Commercialization of Regenerative Medicine (CCRM); Dr. Benjamin Rovinski of Lumira Ventures; Dr. Christine Allen of Leslie Dan Faculty of Pharmacy, University of Toronto; Dr. Durhane Wong-Rieger of Canadian Organization for Rare Disorders; and Satellos Biosciences Inc.
Date: Wednesday, May 15th, 2024
Venue: Liberty Grand, Exhibition Place - 25 British Columbia Road, Toronto
Time: Reception - 5:30 p.m. / Dinner: 6:30 p.m.
Grab your tickets now here.
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