How Pharma Engages With Its Followers Online
Pharma is investing more heavily in social media than ever before; tweets are up 530% since 2013 and Twitter followers have increased by nearly 300%. So far, so good. Because more followers means more opportunities to get involved, and the more impact you make online, right?
But engaging in genuine, meaningful conversations about a corporate brand isn’t easy, and it’s important to ensure we don’t fall into the trap of focusing too much on numbers and not enough on engagement. Companies need to ensure they don’t build followers just to push out messages to anyone willing to pay attention. While people are increasingly more open to finding new knowledge on social media, they don’t want to wade through hundreds of pages of information, images or tweets to do so.
The balance between community size versus engagement is becoming more and more of a priority, and formed one of the focus areas for a recent report published by Ogilvy Healthworld, part of Ogilvy CommonHealth Worldwide (the health behavior specialists of Ogilvy & Mather).The report, Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space?, was the first of its kind to provide insights into which pharma companies are leading the way in integrated social media marketing strategies.
“We know that some pharma companies have been cautious in their approach to social media, but our report clearly demonstrates a dramatic and successful increase in activity,” said Rebecca Canvin, Social Media Manager at Ogilvy Healthworld, adding: “Social media has changed the way pharma companies communicate—it allows them to build corporate reputation and engage in genuine, meaningful conversations with audiences. For companies who want to stand out from the crowd, it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy.”
Interestingly, companies that ranked most highly in the audit weren’t necessarily those with the largest communities, but those who engaged their audiences through frequent activity. And it’s not hard to understand why the more active companies enjoy the most engagement with their followers—after all, social media in its very nature demands participation and interaction. But the companies that do it well manage to create content that is less about the organization and more about connection points or interests that followers share.
The report highlights that although the focus for pharma companies is still on building brand profile, the priority is turning to attracting, keeping and engaging with loyal followers. And to do this, the onus needs to shift to “quality over quantity.” It’s more powerful to engage with a small group of passionate followers, whether they’re consumers, doctors or media, than to blast one message to 10,000 followers and “see what sticks.”
And loyal followers will reward companies who engage continuously in this way—so really, shouldn’t we all be asking, how much does size matter?
To find out more on Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space? please visit: http://bit.ly/1P5R5Ws
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