It’s no secret that traditional marketing methods are increasingly slipping onto the back burner in favour of digital marketing trends, after all, marketing is all about communicating the value of your products and services to your potential customers, and where are all your potential customers these days? Online.
These days, e-newsletters aren’t considered a revolutionary marketing technique, they’re the norm. As is social media marketing, pay-per-click advertising and search engine optimisation, techniques that pose every company challenges, regardless of industry. So where does that leave the heavily regulated pharmaceutical industry? Many choose to sit back and ignore the social media volcano erupting around them, using their lack of time, lack of guidance or lack of know-how as excuses, and others are embracing the opportunity to enhance their online presence and connect with their customers with a little help from PR and marketing agencies like ourselves.
If you think your pharma company is missing an opportunity and you’d like to get social with your potential customers, follow these tips to ensure you never miss a trick.
1. Set yourself apart as an industry leader with the content you share
Although it’s important to update company profiles regularly, it’s also important to remember quality over quantity. Those who follow your pharmaceutical company on social media will be expecting you to be experts in what’s happening in your industry, so you should utilise your profiles to share interesting and relevant articles you’ve read as well as your own company news. At ramarketing, we recommend our pharma clients add a blog section to their websites so they can write opinion pieces on industry trends or events which helps set them apart as industry leaders, this also makes for great content to share on social media and is an excellent way of adding personality to your pharmaceutical company, all the while supporting your SEO.
2. Collate a network of industry relevant connections
If you decide to create social media profiles for your pharmaceutical company it’s important to connect with relevant accounts and collate a network of industry relevant contacts. This means, you’ll see relevant content in your timelines, giving you content to interact with and share with your own network of followers, and also gives you a platform to lay foundations for a working relationships offline. Just as important online as it is offline, you need to ensure you’re connecting with the right people. Whether this be with leads, existing clients, suppliers or information sources.
3. Utilise images and videos where possible
That old saying “a picture paints a thousand words” is also relevant on social media, as research finds that posts with an image or video get 53% more engagement compared to plain text (via Hubspot). Something attractive, relevant and compelling can go a long way to bring your content to life, especially in the pharmaceutical industry. Whether it be images of your equipment, your team or short videos sharing tips and tricks, if its relevant to what you want to say, use it.
4. Choose the right platforms
With social media there’s no one size fits all approach. There’s no point creating a company profile on every social media site going to try and have a presence. You should do a bit digging to see what you can do on each profile and whether that’ll work for your company. The more profiles you have, the more you’ll have to update with relevant content. At ramarketing, none of our pharmaceutical clients have Facebook accounts. Instead they utilise Twitter and LinkedIn as that’s where their target audiences are. Rather than create a profile for the sake of it, they’ve found what works and where the people they want to connect with go.
5. Gather intelligence
Although it can be difficult to measure a return on investment for time and money spent on social media, it can be used to gather intelligence which could help support business development, competitor monitoring or support recruitment. By monitoring who’s following your company on social media, you can judge why they’re following. Are they recent graduates who’ve recently re-shared posts about vacancies within your business? Are they contacts you’ve met at a recent conference? Are they competitors trying to see what your business is up to? Or, could they be a business you’ve been trying to connect with for a while? Reporting this sort of information back to your sales or recruitment departments could prove invaluable and save time and money in the long run.
So there you have it. It’s a social media jungle out there but we hope our tips help you navigate your way through the chaos to get you where you want to go.