Community Management - Social Media 101
MAKING SOCIAL MEDIA WORK FOR HEALTHCARE AND PHARMA BRANDS

MAKING SOCIAL MEDIA WORK FOR HEALTHCARE AND PHARMA BRANDS

by | May 20, 2024 | Healthcare Marketing, Spotlight

Social media is a powerful tool for healthcare brands to drive business objectives, connect with their ideal audiences, increase brand awareness, and educate patients and healthcare professionals. However, the pharmaceutical industry faces unique challenges when it comes to social media, such as strict regulations, complex scientific information, and sensitive subject matters.

In this article, we will provide some insights on how healthcare brands can navigate social media to build trust, engage with their audiences (healthcare professionals, patients, and consumers) and comply with regulations, all whilst mitigating risk.

Develop a Marketing Strategy

Before jumping into social media, healthcare brands should develop a clear digital strategy that aligns with their overall business goals. At the end of the day, it all comes down to return on investment and positive business impact. Thus it is important to identify your primary business objectives, and to structure your social media strategy with clearly defined objectives and KPIs. Your social media activities should be result-driven and focus on your business goals: whether it’s driving sales, increasing brand awareness, boosting website traffic, or other objectives based on your business needs.

Your strategy should include the target audience, social media channels, content mix, tone of voice, posting frequency, and metrics to measure success.

Reach The Right Audience

The vast amount of user data that is available on social media platforms allows for a targeted approach to reach your ideal audience. No more spray and pray methods that waste time, resources, and money. Instead, you can use demographic, interest, and behavioural data to create personalised and relevant content that resonates with your target audience. This helps achieve a high level of precision in your marketing efforts, resulting in higher engagement rates, more conversions, and ultimately, a greater ROI.

We recommend owning your social media channels as it gives you complete control over your message, data, and risk. By creating your own social media channels, you can ensure that your brand’s messaging is consistent and aligned with your overall business objectives. You also have more control over the data that is collected and can use it to gain insights into your audience’s behaviour and preferences. Additionally, owning your social media channels means that you mitigate the risk of losing your audience, data, or messaging due to external factors beyond your control.

Mitigate Risks

The responsibility to report any adverse events (AE’s) within 24 hours as part of pharmacovigilance has made several pharmaceutical companies cautious when it comes to implementing social media campaigns. To help mitigate this risk, the following steps can be implemented:

 

  • Partner with a specialist digital healthcare agency like ourselves that understands the pharmaceutical AND digital landscape.
  • Appoint a dedicated Community Manager/s to monitor all incoming messages and queries seven days per week, 365 days a year to manage any potential AE’s.
  • Create a preapproved response matrix based on frequently asked questions to improve response rate and streamline your community management efforts.
  • Implement software solutions to track response rates, identify themes, and manage messages.

Monitor And Measure Success

As a healthcare brand you should monitor and measure the success of your social media efforts to optimise your strategy and improve your ROI. This is why having clear business objectives is imperative for digital marketing success. As they say “what gets measured, gets managed” it is therefore important to track the correct metrics that will support your business objectives. Brands should track key performance indicators (KPIs), such as engagement rate, reach, clicks, and conversions to name a few.

In conclusion, with the right strategy, social media can be a powerful tool for healthcare brands to drive business value and achieve their goals in a compliant manner.

If your business needs support with its overall digital strategy, paid media, content creation, or community management, get in touch with one of our digital specialists.

COMMUNITY MANAGEMENT: COMMON MISTAKES TO AVOID

COMMUNITY MANAGEMENT: COMMON MISTAKES TO AVOID

by | Sep 18, 2023 | Community Management, Digital Strategy

Community Managers serve as the face of your brand, they liaise between a brand and its audience. They embody the tone and voice of your brand through digital engagement to build a strong brand presence and trust in online spaces. Think of them as the first line of defence as they stay on top of questions and conversations – they provide a hands-on moderation within the community. 

As part of your digital efforts, community managers play an important role in your marketing activities. The team within this role is responsible for managing and handling your online communication. They engage and deal with your audience on a daily basis, which gives them the opportunity to pick up on any negative or positive feedback regarding your brand. 

Let’s unpack the most common mistakes that should be avoided when dealing with online communities.

Avoid These Community Management Mistakes:

 

  • Not Answering to Comments: Failing to respond to comments from your audience is a critical mistake. When comments, questions, or feedback goes unanswered, it shows a lack of interest or appreciation for the audiences’ contributions. This will lead to frustration among people who seek engagement and meaningful interactions. Effective community management involves actively participating in conversations and acknowledging the voices of your audience. Timely responses can foster a sense of connection, build trust, and encourage ongoing engagement. Responding on time may increase your customer satisfaction and show that you value your customer’s feedback.
  • Grammar Mistakes: Grammar and language errors in your communication within the audience can have a detrimental impact on your professional image. Such mistakes can make your messages less clear, potentially causing misunderstandings or confusion. Additionally, they can erode your credibility, as they might convey a lack of attention to detail or professionalism. To avoid this mistake, proofread your posts and responses carefully, and consider using grammar-checking tools.
  • Robotic Response: Responding in a robotic or automated manner can make interactions feel insincere and impersonal. People appreciate genuine and human connections, so automated responses or overly formal language can be off-putting. Community managers should aim to establish authentic and relatable interactions. Personalising responses, showing empathy, and injecting some personality into your communication can go a long way in creating a welcoming and engaging community atmosphere.
  • Taking Things Personally: Emotions can run high in online communities, and community managers may encounter criticism or negative feedback. Taking such criticism personally can lead to defensive responses, conflicts, and a breakdown in trust. Instead, community managers should approach criticism professionally and constructively. They can acknowledge valid concerns, address them transparently, and work collaboratively with community members to find solutions. This approach not only diffuses tensions but also demonstrates resilience and maturity in managing the community.
  • Disempowering Your Community Managers: Your Community Managers are often the first point of contact with your audience. They have access to valuable audience insights and possibly exposed to opportunities that can improve your brand. This feedback should be shared with other departments or decision makers inside the organisation to leverage on customer feedback. When your community managers are disempowered, the brand may miss out on information through this critical feedback loop resulting in missed opportunities.

Key Take Away

 
Community management is a multifaceted role that requires effective communication, empathy, and a commitment to fostering a positive community environment. Avoiding these common mistakes ensures that your brand can build a strong, engaged community that benefit both the organisation and its members.

How Can We Assist

Our decade-long experience in community management, combined with a commitment to 365-day monitoring and a tailored response matrix, places us in a unique position to guide your brand. From leveraging state-of-the-art community management tools to expertly navigating regulated industries, we’re more than just service providers; we’re partners in your brand’s digital journey.

7 SOCIAL MEDIA WINS EVERY BUSINESS SHOULD FOLLOW

7 SOCIAL MEDIA WINS EVERY BUSINESS SHOULD FOLLOW

by | Jun 9, 2021 | Community Management, Content Creation, Data and Analytics, Digital Strategy

Over the years, businesses have enhanced their digital footprints tremendously. Social media is undoubtedly one of the best vehicles that brands can use to drive their business objectives and achieve their goals. With that being said, not all businesses achieve success through social media. Here are a couple of things that you can do to gain an edge over your competitors.

CONTENT THAT DRIVES BUSINESS OBJECTIVES

Social media is not fluffy, it is a strategic tool that can be used to drive tangible business value. These objectives could include (but not limited to): brand awareness, building a database, increase app downloads, registering for an upcoming event or driving traffic to your online store. Whatever your objective, it is important to create content that provides value to both the business as well as the customer.

UTILISING THE RICH PLATFORM DATA

The various social media platforms have gathered an incredible amount of user data, by utilising this data you are able to communicate directly to your ideal customer with little to no wastage. You are able to target your ideal customer based on demographics, interests or behavioural data. Thus, allowing your business to speak to the right person, at the right time, with the right message – at scale.

SUPPORT THE ENTIRE CUSTOMER LIFE CYCLE

 
Social media can support the entire customer life cycle all the way from brand awareness through to the actual sale and even after sales support. With the data contained within the various social media platforms you are also able to track and retarget users with customised content based on where they are in the sales cycle and to support them throughout their customer journey.

CUSTOMER SERVICE THAT DELIGHTS

Customer service online should not just be a box that needs ticking. It is important that when your customers reach out to you online with questions, queries or complaints you are able to respond quickly and effectively. There is nothing more frustrating than reaching out to a brand online only to be redirected to a dusty email inbox. It is important that your community managers are empowered to solve issues in real-time.

PEOPLE DON’T HATE ADS

People don’t hate ads; they hate irrelevant ads. Social media allows brands to connect and advertise directly to their ideal customer solving real problems, offering solutions and adding value. Make sure to customise your content and messaging based on your target audience.

CONTENT SCHEDULE

It is important to keep track of your digital marketing strategy. A good way to do this, is by preparing a monthly / weekly content schedule. Not only is this for time management, but this allows you to have a bird’s eye view of your key messaging, content and publishing dates.

LESS IS MORE

The saying ‘less is more” is oh so relevant on social media. The notion that businesses have to post every day is flawed. Content creation is expensive and takes a lot of time and resources, thus you have to ensure that you’re getting the most value out of the assets that you have created. Focus should be on quality over quantity. This is where utilising paid adverting can be useful in terms of extending the longevity of your posts.

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists.
7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID

7 SOCIAL MEDIA SINS EVERY BUSINESS SHOULD AVOID

by | May 11, 2021 | Community Management, Content Creation, Data and Analytics, Digital Strategy

Social media has increasingly become a powerful tool that businesses in various industries have tapped into as means to drive their business objectives. With that said, some businesses are unaware of the social media sins that they are inadvertently committing that could be hindering their success. Here are Social Media 101’s 7 social media sins that every business should avoid.

WASTING TIME GROWING FOLLOWERS

Over the years, social media platforms have throttled the organic algorithm. This means that the organic reach is now limited to 1-5% of people who follow your page and have opted in to hear from you. The days of posting and expecting your entire audience to see your posts are in the past. Paid advertising is a must for every business on social media. It allows you to reach a wider audience than just the people following your page. The advantage that comes with paid advertising is the ability to target your ideal customer based on their demographics, interests and behaviours. This ultimately gives your business an edge over others that have not yet tapped into this social media function.

ONLY FOCUSING ON ENGAGEMENT

While engagement looks good on your business and personal page, does it drive business values? Engagement is a vanity metric that gives the business social clout however there are other metrics that you should be focusing on to measure true business value. Tracking metrics that drive business objectives should be the number one focus. Metrics such as ‘Traffic’ lead potential customers to the website, and more often than not turn into sales, while ‘Reach’ helps businesses get more eyeballs on their content. It is important to track the metrics that directly relates back to the business objective that you are looking to achieve with a post. Ask yourself the question “does this metric support my business objective.”

TRYING TO NOT LOOK LIKE A BRAND

Several businesses try to slide into social media timelines trying to not look like the brand to feel more relatable, but all that does is confuse the user. If you are a brand, brand like a brand and add value. The key here is to be a brand that posts content that adds value to both the business as well as the end user. As business you have access to a wealth of industry knowledge use this opportunity to inform, educate, inspire and convert the user.

NOT UTILIZING RICH DATA CONTAINED WITHIN SOCIAL MEDIA PLATFORMS

Spraying and praying is one of the biggest sins businesses make on social media. If a butchery would not waste time trying to sell meat to vegetarians, there is no reason for you to speak to people who are not interested in your products. When it comes to social media, businesses should be razor focused about who they want to speak to through ‘Targeting’.

NO STRATEGY

Winging things may work in other things but certainly not on social media, especially when running a business. Social media has the ability to drive tangible business objectives, not #MondayMotivation & cat pictures, this is why it is crucial to have clearly defined business goals that can be supported through social media. Some common business goals that can be supported through social media includes website driving traffic to your online store, event registration, ticket sales and even customer service.

TRYING TO BE EVERYTHING TO EVERYBODY

Trying to be everything to everybody is never a good idea as it leaves users feeling confused. In a world with limited resources it is vital that you use your time and money optimally to drive maximum bang for your marketing efforts. Having a clear picture in mind of your niche audience, you are better able to create content for them that speaks to their needs.

NOT RESPONDING TO CUSTOMER COMMENTS

Leaving customers high and dry is a recipe for disaster. If you wouldn’t turn your back on a customer if they walk into your shop, why do that online? What happens when you do not respond to customers? In the world of business word of mouth is everything! If customers can give good reviews about a wonderful experience they had with customer service, they will most likely give a bad review too should they feel ignored. After using their hard-earned cash on your business, people expect a response. Don’t lose your business credibility because you failed to respond to a customer.

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists.
COMMON MISTAKES BRANDS MAKE ON SOCIAL MEDIA

COMMON MISTAKES BRANDS MAKE ON SOCIAL MEDIA

by | May 10, 2020 | Community Management, Content Creation, Data and Analytics, Digital Strategy

Running a successful social media campaign can be tricky. Below we have highlighted the most common mistakes that brands make on social media and how to avoid them.

INCONSISTENT POSTING

When it comes to social media marketing, consistency is key. Similar to traditional marketing efforts brands still need 6-8 touch points on social media in order to convert their prospective customers. It is therefore important to share regular updates that help build brand awareness and trust – so that when your customer is ready to buy, your product or brand is top of mind.

POOR QUALITY CONTENT

Social media is all about snap judgments and just like in real-life first impressions matter. Before a customer will buy from you, they will do some product research. Whether that is checking out your catalog, website, or social media pages. If you content is badly sized, not legible on mobile, pixelated, or blurry it will leave a negative impression. Business owners spend a lot of time making sure that their in-store experience is positive, but often forget that the same principles and attention to detail is required for their online presence.

ADDING NO VALUE

There is nothing more annoying than brands that take, take and take. When building an online brand it is important that business’s focus on a healthy value exchange. Content shared on social media should add value to both the customer and business. Successful brands keep their audience updated and engaged with valuable content.

OBSESSING OVER PAGE FOLLOWERS

Historically having a large audience allowed you to share regular updates with customers who have opted to follow and hear from your business. Unfortunately, as the platforms have evolved organic reach drastically decreased and social media now is a pay to play platform. Page followers have become a vanity metric. Having a large audience makes you look good, but contributes very little to your overall marketing success, because you are no longer able to speak to them.

NOT RESPONDING TO QUESTIONS, QUERIES AND COMPLAINTS

You would not turn your back on a customer in real-life, so why do it online? We are always shocked to see how many customer questions go unanswered. Customers are the life force of any business, without them there is no business. It is important that brands respond to customer questions, queries and complaints timeously.

If your business needs support with its overall digital strategy, paid media booking, content creation or community management schedule a free call with one of our digital specialists.