The complexities of pharmaceutical companies inserting themselves into a conversation with patients and caregivers are numerous, particularly on social media. Although the U.S. Food and Drug Administration defines the parameters to some extent, there’s the issue of privacy and trust, too. It’s front-of-mind for most people using the Internet for healthcare queries. Healthcare marketer Richard Meyer offers some useful insights on how these groups could understand each other better from his blog, World of DTC Marketing.
What consumers want: People searching for healthcare information online tend to be looking for data that helps them better understand their condition and treatment options or those of a loved one. How far advanced is the person’s condition? It will make a difference in the quality of any potential interactions with a pharmaceutical company. But they may also be looking to connect with other people who share their condition and can provide helpful insights or advice. Plenty of social networks such as PatientsLikeMe have developed communities to make that easier. Still, Meyer points out that questions on social media often don’t get answered.
Respect privacy concerns: When it comes to tapping social media channels, it’s not surprising that people tend to be concerned about who else is tuning in. Healthcare marketers need to be as transparent as possible. As Meyer cautions, it’s a fine line between intrusion and marketing.
People not companies: If a pharmaceutical company wants to have a dialogue it’s important to have a real person do that, not just some avatar. He points out:
“Patients want to know who they are talking to on social media so it’s essential to have a real person as the voice of your brand. For example, a diabetes social media program could feature a diabetes educator.”
Where do pharma companies offer value? A PWC report last year asked consumers this question. Among the top responses from the survey: People place moderate to great value in drug companies using social media to offer discounts or coupons, customer service, and information to find the cheapest medications.
