Pharma brands must be especially careful when creating content for social media due to regulations set in place by the FDA. For example, if they make a wrong call on something that they do, the FDA can come out and say that the brand is promoting a product in a way that is off label. However, these restrictions should not scare Pharma brands out of the social media game entirely. Instead, Pharma brands should work on building credibility with their audience by actively listening, encouraging engagement, being transparent and providing them with valuable information. Below we have listed four ways Pharma brands should implement in their social media tactics:
Encourage engagement. Enable comments on your page and encourage your audience to interact with the content you supply. Go even further and ask users about their habits and what they feel is missing from the current treatment landscape. The goal is to tune in to the needs and desires of your audience because it will allow you to better serve them, stay on top of current trends and decipher new marketing opportunities.
Don’t “Push.” Push methods of marketing do not translate well on social media. Opt for tactics that draw your audience in and establish credibility with your target market. Ask questions, interact, work on humanizing your brand.
Build trust through transparency. Consumers can be skeptical of pharma marketing because it is often unclear who is supplying the information. If you have a blog, post a picture and bio of the author below the article and site other authors, articles and studies where you may have gathered some information to build up trust. Let the audience know that you want to provide them with the most accurate and unbiased information out there.
Empower consumers with the power of information. Give people the tools, documents, and programs that allows them to track and control their health on their own. Overall, they will be more receptive to a brand that has created an enjoyable overall user experience.
For social media marketing, content marketing and all other full-service integrated marketing, please contact Sagefrog Marketing Group at 215-230-9024 or visit sagefrog.com.
