Pharma & SM: Stop, Look and Listen
“Alexandra Fulford on herhttp://pharmaGuapa.com/ blog. London-based Fulford outlines an approach based on the “Stop, Look & Listen” technique used to teach schoolchildren how to cross the road without getting run over.
Stop: Pharma needs to cease being afraid of social media; instead, see it as just another communication channel, and wait to see what will happen. Progress can be made within the current regulatory system.
Look: Don’t run into the middle of the road; look first to see what other pharma companies have done and are currently doing in the social space. Learn from their mistakes and their successes.
Listen: All successful social media initiatives have one key action in common: listening. In a two-way medium it is vital to listen to what your target audience is discussing and to keep listening.”
Houston, Peter. Pharma and Social media: ready to make nice? Pharmaceutical Executive, Online, 1st of September 2011.
“Fear of regulators may leave most brands silent and stifled, but the cost of not participating in the digital revolution will only increase over time. Facebook ads alone have experienced a 45 percent year over year growth***** and the investment required to capture the attention of healthcare practitioners and consumers stands to rise.
As the digital revolution takes hold, pharmaceutical companies must find a way to follow in the footsteps of Genius brands like Pfizer, AstraZeneca for direct to consumer digital marketing, and Johnson & Johnson’s Concerta in their efforts to reach healthcare practitioners online.”
Procter, Lauren. Pharma failing to eMarket effectively. Pharmaceutical Executive, Published online, August 31, 2011.