Social media has been a big focus for pharma marketers for a while now. By my count, at least 30-45% of ePharma’s agenda from the 2014 NY conference was focused on the subject, and there is a whole cottage industry of other conferences specifically for social media fin the pharma industry. If you spend any time following pharma folks on Twitter, you can find tons of tweets on the subject and create whole feeds for hashtags like #socpharm, #hcsm, #pharmsm, etc.
I say it’s time to move on.
You read correctly. Before some of you go indiscriminately crazy and lambaste me in the comments for the mere suggestions that social isn’t important, let me offer some points of clarification. As it relates to corporate communications, I think using social media is a no brainer. For J&J, Pfizer, AZ, et. al., using social channels effectively is essential for reputation management, stockholder news, crisis management, etc. It’s the cost of doing business in the digital world we live in. Additionally, using social platforms to seed content is just fine, as long as you’re not expecting huge results. I’m a firm believer in a distributed content strategy, but 99% of the time, pharm brands place content in social platforms with the comments sections (or anything else even remotely ‘social’) disabled.
I believe the whole use of the medium needs to be seriously rethought. Simply put, there are serious challenges for using (and I mean really using) social media for a pharma brand. For instance:
- Fostering dialogue and conversations isn’t the business that pharma brands are in
- The marketing teams assigned to those brands aren’t built to sustain the kinds of relationships necessary to succeed
- PR and marketing rarely coordinate within a given brand
- The regulatory organizations (FDA or otherwise) will only let you discuss what’s exactly in the product’s label, and
- Users, by all indications, aren’t interested in pharma infringing on their timelines and feeds
Defining social media
The term “social media” has been hijacked by the pharma industry, and thus, needs to be properly re-defined in order to better comprehend my argument. Social media, as defined by Wikipedia, is “…interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.” If you read this carefully, you begin to understand my point. Pharma does almost none of these things. While the creation of content is part and parcel to the pharma marketing regimen, I would argue that the minute your regulatory team requires you shut off sharing or comments features, the social media aspects of your programs cease to exist. If social media is about the collaboration of ideas and the sharing of communication, is it really a social program any more if the direction of those communications is entirely one-way? Read More…