Did you know the average person has seven social media accounts? Social media has become embedded into the daily routines and lives of people worldwide. It’s clear that social media is now a primary way businesses engage, educate and interact with their audiences.

Through social, you can:

  • Create an online community promoting awareness around disease management and prevention
  • Demonstrate the value you can offer potential new hire candidates
  • Engage, educate and interact with patients and health care professionals

Which social media platforms should I use?

  • Facebook – With almost 2 billion users, Facebook continues to reign the social media empire with the most engaged users – 74% of members are logging on daily according to Pew Research Center. The Facebook live feature is a great way to engage with your audience. Idea: Stream content on women’s health or host a cardiovascular disease Q&A session.
  • YouTube – With the rise of video in digital marketing, YouTube is an essential pick when it comes to your marketing strategy. With over a billion users on mobile alone, YouTube reaches more 18-49-year-olds than any broadcast or CABLE TV network. Idea: Host a video series recruiting new candidates or feature an educational segment on rare diseases.
  • LinkedIn – LinkedIn is the world’s largest professional network reaching an audience of 450 million users. A recent study showed that 80% of B2B leads come from LinkedIn and 94% of B2B marketers use LinkedIn for content distribution. Tip: This platform is an excellent choice for reaching and networking with other health care professionals.
  • Instagram – According to Pew Research Center, this platform is most popular with the 18-24 year-old age bracket, with 6 out of 10 members using the site daily. Since Instagram launched a video “Instagram Stories” feature, the site has been gaining in popularity. Tip: Use this site to spread awareness about your recruiting efforts and company culture.

How can I make my social media efforts effective?

  • Establish goals – Your pharma social media marketing strategy goals should be SMART: Specific, Measurable, Achievable, Relevant and Timely. Ex: I want to post five YouTube videos on obesity prevention to our site in the next 60 days.
  • Generate meaningful content – Knowing what matters most to your audience will drive this initiative. Make the content about topics that are valuable and relevant to your consumers. Ex: new products, R&D, community service, awareness days, and employee recognition.
  • Engage with your audience – The beauty of social is the constant ability to engage with your audience. Think of social as another form of customer service – responsiveness, kindness and trustworthy replies go far!
  • Track your results – This can be as simple as creating an Excel spreadsheet to a more established system that includes social media analytics and reporting tools. You can track anything – website traffic, number of followers, video views, customer inquiries managed, etc.

Tip: Include a simple option for people to select “social media” when they pick “How did you hear about us?” to help make tracking more measurable.

Social media is here to stay and, if leveraged properly, will become a great addition and asset to your overall pharma marketing strategy. By meeting your audience where they are spending their time and looking for information, you’re engaging in real-time providing them with relevant and timely content. As you can see, the benefits of creating a pharma social media marketing strategy are extensive and will generate long-term value to your business and consumers.