There are a few select products and services that are seemingly difficult to promote on social media, agreed. These might be B2B type products, highly engineered, technical or intangible while also only appealing to the very niche of industries. Your business might operate solely out of long standing and nurtured relationships. This could be relevant to highly regulated industries or even banned products. What about morbid industries like funeral homes or crime scene clean up. The reality is that however obscure, niche or intangible your product or service may seem there is in most cases a way to advertise, and dare we say it, on social media.
Niche product / market
Niche communities are really the silver lining of social media. People gather in topical groups and discussions to share their common experiences, beliefs and opinions. With the incredible rich data available on social media, businesses are able to tap into these communities and speak to their ideal customers. The best part is little to no wastage.
Exclusively business to business
Social media is also increasingly becoming a space to embrace business to business exchanges. With the inclusion or LinkedIn, businesses are able to target granular to decision makers. That’s not to take away from the other platforms, since at least for now….
Technical or intangible product and services
It is fair to say that everyone is open to receiving value on social media and in most cases, businesses hold a wealth of industry knowledge and expertise that can indeed be highly valuable. Content on social media that provides users with value are posts that are served at the right time, with the right message, to the right person.
Few select customers
For companies with reliable customer relationships, you are able to speak directly to these customers via the intimacy of their timeline or social media feed. Smart, innovative and creative strategies allow brands in highly regulated industries speak to their ideal target markets.
Social media excels in connecting niche communities. It’s about finding the right platform and the right communities to speak to about your product or service.
This cuts down on wastage and create a more valuable and valued experience for customers. There is no reason for your business to not be on social media, and if you would like to brainstorm more on how these platforms can be used to benefit your business, reach out to us to set up a meeting, we look forward to hearing from you.
Potential Risks In Pharma Social media Marketing
- Adverse Events Reporting: One of the most significant concerns for pharma companies on social media is the potential reporting or discussion of adverse events related to their products. These can range from mild side effects to severe medical reactions.
- Misinformation and Misinterpretation: The real-time nature of social media means information – or misinformation – can spread rapidly. Misinterpreted data, incorrect usage details, or misguided advice can have serious implications.
- Regulatory Compliance: Pharma brands operate under stringent regulations. Ensuring that every piece of content, interaction, or campaign aligns with regulatory guidelines is crucial.
- Brand Reputation: Negative feedback, public complaints, or controversies can escalate quickly on social platforms, potentially tarnishing a brand’s image.
Actionable Strategies For Risk Mitigation
- Comprehensive Social Media Policy: Establish a robust social media policy that all employees are familiar with. This policy should define permissible content, response protocols, and escalation procedures for issues like adverse event reporting.
- Active Community Management: Maintain an active presence on your social media profiles. Quick, appropriate responses to comments or messages can prevent misunderstandings from escalating.
- Regular Training: Regularly train your social media and customer support teams on the latest regulations, brand guidelines, and adverse event reporting procedures.
- Monitoring Tools: Implement social listening tools that alert you whenever your brand or products are mentioned. This enables you to respond swiftly to potential issues.
- Clear Communication Channels: Ensure there’s a clear line of communication between your social media team and medical or regulatory experts within the company.
Community Management Best Practices
- Pre-approved Content Library: Maintain a library of pre-approved responses for common queries, comments, or situations. This ensures that your team provides accurate and compliant information consistently.
- Rapid Escalation Protocols: In case of an adverse event report or a serious complaint, have a defined protocol for rapidly escalating the issue to the relevant department.
- Periodic Review: Conduct regular reviews of your social media interactions to identify potential areas of improvement or recurrent issues.
- Engage, Don’t Ignore: Engaging with comments, whether positive or negative, demonstrates that your brand values feedback and is committed to patient safety and satisfaction.
- Patient Privacy: Always prioritize patient privacy. Move detailed discussions, especially those involving personal health details, to private channels like direct messages.
If you’re keen to elevate your social media presence while ensuring robust risk mitigation, our experts at Social Media 101 are here to guide you every step of the way. Get in touch today for tailored solutions and strategies that align with your brand’s vision.