Did you know that 50% of pharmaceutical companies consider social networks in health as a communication vector in their own right? However, only 10% of them have formalized a clear strategy to manage their presence on this channel. [1].
Why are so few taking the leap? First reason: regulations are slowing down digital enthusiasm. Indeed, the legal framework does not allow pharmaceutical companies to promote their products “subject to compulsory medical prescription” or “reimbursable by compulsory health insurance plans” [2]. So what’s the point of being there? Second reason: the healthy social networks have a reputation for being viral and out of control. Consequently, the laboratories prefer to take a vow of silence… However, the benefits of this “risk-taking” are great, for you laboratories as well as for your patients, caregivers and healthcare professionals.
Beyond our article on optimizing your reputation on social networks, we give you some keys to lifting your barriers.
Social networks in health: opportunity or threat for pharmaceutical companies?
Health has become a central subject of discussing. And this is all the more true with the current health context … A subject that is taking up more and more space on the Internet and especially on social networks in particular. 29% of French people have already spoken about a subject related to their health on the Internet [3]. And their favorite channel? Social networks ! 73% of health-related discussions are on Facebook, Twitter or Instagram [4].
If your patients are there, why not you? Because the regulations prevent you from communicating? Let’s do a check in.
What you can’t do on social media
- Cite the name of a drug or a molecule on social networks
- Leave comment a subscriber mentioning the name of a drug or molecule
- You substitute for theopinion of a health professional
- Make prescription online
- Ignore a message from pharmacovigilance
And what you can do
On the other hand, you can open community spaces dedicated to pathologies. And social networks allow you to create a privileged link with your audience. You have the right to communicate about your commitments and your values. To promote your expertise and your services. To inform, to give advice and to do prevention. And there are things to say! You have all the material you need to open a page.
Finally, the last aspect, and not the least, is that social networks make available to statistical tools complete to measure your actions (number of subscribers, impressions, reach, engagement rate, hashtags…). The KPIs are yours!
Some players are already present:
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If you hadn’t been told, would you have guessed it was the Abbvie Instagram account ? Its objective is to create a community around the axial spondylitis. Created in November 2020, their account already has more than 400 subscribers, with a high engagement rate (more than 15%). In other words: it works! The subject interests and federates.
How to communicate well on social networks when you are a pharmaceutical laboratory?
It all depends on the target! You wish open a page for the general public and your patients ?
- Social networks preferred : Facebook, Instagram et Twitter
- What to do :
- Help patients and their families to better understand the pathology
- Unite and support around a common problem
- Dispense advice to make everyday life easier
- Raise awareness the general public
On the contrary, do you want to address directly to healthcare professionals ?
- Social networks preferred : LinkedIn or a closed Facebook group
- What to do :
- Display the laboratory’s mission and expertise
- Offer tools to help healthcare professionals in their advice to patients
- Raise awareness around the pathology
- Train your target in nutrition
- Communicate on your OTC and OTX products provided you are in a closed group of which you control the acceptance of members
For example, this is the case with Nestlé Health Science France who made the choice to democratize nutritional therapy on LinkedIn. And who is particularly interested in the subject of undernutrition:
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Here, the diversity of formats and content, the selection of relevant topics for healthcare professionals, the regularity of publications and the proximity adopted in the editorial line allowed this page to take off. In just 5 months, the page already has more than 800 subscribers!
As you will have understood, social networks increase communication opportunities. But also that of get closer to your patients, caregivers and caregivers provided they are properly used. And nothing beats a dedicated and trained person like a Social Media Manager to animate this little world. Like managing potential overflows which, we reassure you, happen very rarely!
[1] Barometer of Social Networks in the pharmaceutical industry – Institut Novametrie April 2013
[2] Website of the National Agency for the Safety of Medicines and Health Products. http://ansm.sante.fr/Activites/Publicite-pour-les-medicaments/Modalites-de-controle-de-la-publicite
[3] Etude Odoxa–Healthcare Data Institute 2018
[4] Digimind, study on social media trends and figures, 2020
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