Alka-Seltzer on Facebook: consumers are largely positive
Bayer’s new Alka-Seltzer Facebook page receives very little in the way of negative reactions, suggesting the reservations of the pharmaceutical sector towards social media may be at least partly unfounded.
In an age where social media is becoming an increasingly important element of marketing strategies, pharmaceutical manufacturers have been generally reluctant to join the masses. Even the more consumer orientated over-the-counter brands have a comparatively low profile social media presence, with worries over negative consumer reactions preventing widespread social media adoption.
With 5,000 fans, it hardly dominates the social media space, but it does represent an important step forward in the way remedies and treatments are marketed to consumers.
Further research shows that while official posts focus on the product, consumers are prone to chat with others about the wider brand, marketing and lifestyle, suggesting these areas are more likely to engage consumers.
The majority of consumer discussion is positive: Despite the reluctance of the industry to employ channels like Facebook and the worries about negative discussion, the majority of consumers on the Alka-Seltzer page are very positive. They praise the “great” product that “always makes them better”.
Pilkington, Andy. Alka-Seltzer show how pharma can embrace Facebook with very little negative response. WaveMetrix, Posted on 15th of March, 2011.