Pharma Social Marketing Complexities Demand Expertise
Social media is an integral part of pharmaceutical and life science marketing and advertising. Marketers are scrambling to effectively conceive, design, and deploy campaigns on public and private social platforms to reach and persuade HCPs, patients, caregivers, payers, and communities of interest.
Many of these platforms have evolving requirements, technical nuances, targeting challenges and/or content policies that require considerable experience and expertise to optimize their effectiveness.
Consider these 5 factors:
Creative: It’s no longer productive to create one post and upload it everywhere. The usage patterns, attendant populations, and frequency of visits dictates that brands must create unique content geared to the sensibilities and aesthetics of each platform. This can be tricky, time consuming and costly.
Compliance: After a long period of silence, the FDA has weighed in on creative compliance issues that include rulings on ISI placement, font size, and scrolling rates that implement fair balance requirements.
Privacy: Some platforms ban the use of “you” and “your” to ensure users sense of privacy protection and to limit claims. Others have distinct privacy protection protocols which impact images, copy, references, and post length and frequency of contact.
Targeting: Platforms have eliminated and reduced targeting parameters to comply with an increasing number of privacy laws and regulations. In many cases marketers must generate custom audiences to match lists with specific platforms. The growth of verification regimes on Meta properties and Twitter will further complicate targeting and identity resolution.
Technical: Each platform has different, and changing, requirements for content or image sizing, hashtags, links, character counts, and buttons. There is no universal agreement on the use of bit.lys or the labeling of call to action (CTA) buttons.
The bottom line is that social media is a complex, evolving, technical universe that requires much more insight and expertise than simply posting a photo or a video. Be sure your social media partner is actively monitoring, anticipating, and responding to this blooming and buzzing universe.
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Author: Danny Flamberg, VP Strategy – HCP, LiveWorld.