Social Media & Pharma Industry
Social media has been impactful for the pharmaceutical/healthcare industry because of its ability to inform, its visibility, and the community it harbors. It is a marketing disruptor and is fostering a generation that relies on the web to deal with health questions. However, pharmaceutical firms are still struggling to maximize its utilization because of the thin line between regulation compliance and government rules when it comes to marketing with the public, consumers, and patients. Listed below are several effective uses of social media in the healthcare and pharma industries.
- Education: Non-biased information can play a role when it comes to social awareness such as disease education or health trends. Companies broadly describe and help people become conscious of current health risks and try to educate them so that they can be better informed and prepared for future risks.
- Physician Relationships: Using social media with physician communities can educate them about new types of medicine and trials without disturbing day-to-day operations. It creates a platform where both sides can ask their own questions and learn rather than have a pharma representative deliver information doctors probably already know.
- Patient Relationship: Social media can create a powerful informative tool when patient groups and communities interact and connect over various types of treatment, new medicine, or recommendations of doctors and hospitals. Other than by word of mouth, social media can cater and inform large groups of people at once allowing companies and hospitals to build close trusting relationships with their customers and patients.
- Marketing: As a way of releasing reliable pharmaceutical trial data, clinical results, devices, and drugs, pharmaceutical and healthcare companies can use social media as a channel to share press or shed light on new discoveries that can be beneficial for their patients. It can put their company in a good light, allowing companies to show how they are involved in the medical community either through service, investment, or treatment.
Social media has definitely created new opportunities and marketing channels that pharmaceutical and medical companies can use to reach a larger audience. Although this technology caters to a younger generation, it can better inform and educate them about their health and preventative measures. Social media can create new communities where individuals can seek alternative treatment measures, research new medicines, and discuss the benefits/adversities of their experiences. This can create leads when it comes to various marketing channels. Rather than inform both patients and doctors about their product by going through heavy marketing regulations, they can just educate and make the public aware of their product in a non-biased manner making it beneficial to both the consumer and the company.
Paul Chang is an Analytics Intern at Consultants 2 Go.