Pharma Marketing On Social Media - Alternate Channels

Social media marketing has proven to be effective as a marketing tool. Although pharmaceutical marketing on social media has its challenges – notably, regulatory compliance in messaging – some drug makers have been able to successfully leverage social channels to their advantage.

Most social apps are available for mobile use – with over 3.6 billion devices having access. This tremendous reach is important to connect with busy healthcare professionals (HCPs) and consumers on-the-go. As such, there is considerable potential in marketing on social media. But which ones can work?

We’re all familiar with Facebook, LinkedIn, Twitter, and Instagram. But there are other growing social media apps that can help generate leads and engage your audiences. So have you considered adding more social media channels to your marketing mix?

Let’s look at a few alternate options for your next marketing campaigns.

Anchor

Relaunched in 2018, broadcasting app Anchor allows you to record and distribute a high-quality podcast. This format may work well with HCPs who want to learn more about your products. The app also allows you to receive voice messages from listeners, which can provide ideas for your next episode. Podcasts can be distributed to all major podcast platforms. It also provides analytics that enable you to know audience size and most popular episodes.

Reddit

Reddit, launched in 2005, has been one of the more popular news aggregation and discussion sites for years. Its community-based sharing format makes Reddit a good choice for getting your message to your audiences. Posts are organized by subject into user-created boards where you can start your own discussion or join an existing one. Reddit provides an opportunity to discuss specific treatments or exchange thoughts about the industry in general.

Facebook Messenger

Facebook Messenger evolved into its present form in 2011, becoming a marketing channel for businesses. According to the website, being able to directly message a brand helps people “feel more confident about the brand.” As such, this channel can work for consumer and HCP audiences as both a credibility builder and a communications tool. Messenger provides a channel where you can generate leads as well as build customer loyalty.

Google My Business

Google My Business (GMB) was launched in 2014 to allow brands to connect with their audiences across its Search and Maps platforms. Its objective is to help customers find and follow your brand. Although it doesn’t have the same interaction capabilities as most social sharing apps, GMB does help with building credibility. Because of its verified profiles, Google claims that your business is “twice as likely to be considered reputable”. By following your profile, HCPs and consumers can receive notifications about events, offers, and other updates.

Selecting the best social media channel

Which of these channels would be best for your pharma or medical device brand? It depends on your strategy and intended audience. Each social app has advantages and disadvantages. We encourage you to explore every option to see which suits you best. Some channels enable you to select audience segments for better targeting. Some may be valuable because of their format, such as video or podcast.

Pharmaceutical and medical device brand managers face a challenge when it comes to selecting the best social media channels: longevity. While some may grow to become daily destinations for millions of users, others may suffer the fate of Google+, Vine, and others. Our advice is to monitor the latest apps to see what users are saying.

One last point: Social media channels can be used for broadcasting your message but also consider their value as a research tool. Activity on these channels can inform your next campaign.

Ultimately, the choice of which social media apps you use will depend on your objectives, budget, and production capabilities. But the good news is there are many social media marketing options available. When you find one that works, add it to your marketing arsenal!

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Article Written by: Alex Brown