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Dariusz Goźliński

"First, do no harm!"- This should be, the first rule for the communication activities in the field of pharmaceutical and legal.

Who am I?
Passionate about marketing and advertising. Strongly associated with the pharmaceutical industry and related. I create and I manage advertising campaigns including the use of social media in activities dedicated to doctors and patients. Professionally, I am the founder and managing director of the agency GreyTree. From 2002 r. I am associated with a limited marketing and advertising law.Among other things, worked with companies such as: Unilever, Jelfa, Sanitas Group, Adamed Healthcare, Blue Farma, Chance, Genexo, GAL, Heel Poland, Symphar, Sun Farm, Admiral, Ipsen, HiPP, Alpen Pharma or Krewel Meuselbach.

Dariusz Goźliński
such. +48 22 628 53 61
e-mail: d.gozlinski(at)greytree.co

Pharma social media marketing as a communication strategy?

5 November 2010
Pharma social media marketing as a communication strategy?

Health Issues, drug names, medical advice on the Internet are not only through advertising, poradom news services and specialist doctors. Medical and Health Topics also appears in hundreds of discussions and opinions expressed on blogs, forums or discussion groups.

Given the huge number of places where the ongoing discussion, not, however, be in full control of internet chat, but it can affect the amount and quality of the implementing online presence to communicate with the area pharma social media marketing.

However, before we move on to discuss based communication pharma social media marketing product groups (RX, OTC, diet supplements) let's find out what it is and what it is not or should not be.

Social media marketing by definition, it helps promote a product or business through activities in the area of ​​portals, social networking. Communication based on this model is based on engaging users to build a positive image of the company or product. Sometimes mistakenly gives the sign of equality between whispered marketing (word of mouth marketing) a social media marketing, This is not the same! Social media marketing may use WOOM in their activities, such as use of viral marketing, querilla marketing or search engine marketing. Social media marketing is therefore a communication strategy that uses a variety of tools to achieve your goal.pharma-social-media1

Pharma social media marketing It is therefore a set of communication services in the field of product or pharmaceutical company based on a wide variety of advertising activities, educational, promotional dedicated medical specialists, patients and other people interested in the issue (parents, carers, social activists). These definitions have one thing, Both strategies work in the area of ​​services, social networking, blogs, etc.. The main difference is that, that pharma social media marketing should move within the legal constraints of the pharmaceutical law and related legislation. Legal action should be a priority, not only because, dictates that the legislature, but because, pharmaceutical that communication must be responsible to the payee.

Principles of planning activities in the area of ​​pharma social media marketing

Pharma social media marketing is to build lasting relationships with patients, doctors, therefore planning communication activities in this area should follow a few rules:
Knowledge - The Internet is full of information on medical topics, Pharmaceutical. Bystanders advise each other in the most complicated health problems, often advise in accordance with current medical knowledge or even dangerous to your health. Therefore, planning activities in the field of pharma social media marketing important element is the substantive preparation for the planned activities so that we were prepared for the most surprising questions from the audience.

Authenticity -działań, message is the best guarantee for success in communicating pharma social media marketing. The principle of this seems to be a truism, but unfortunately the practice often shows, that communication is carried out within the drug (both OTC and Rx) is based on the "spoofing" under the patient, guardian not to mention the skilled medical. Such action besides, it is unethical and reprehensible should be stigmatized.

Effectiveness - Understood as to reach all those who are looking for information on the purpose of the campaign and provide them with the expected content which in turn guarantees the achievement of the objectives of the communication, or sales of image.

The precision of each action – Aware of the area in which they poruszamyi the consequences that may be taken by us, must at all times carry out communication activities to analyze and react to the slightest negative signals our actions.

Application of these principles is universal and should be used both for communication of ethical drugs and OTC, or dietary supplements. In each communication, especially pharma social media marketing where the interaction between the company formed, product and recipient of the message must abide by these rules, thus avoid the "mishaps" that met some companies in the FMCG sector, Pharmacy.

Pharma social media marketing communications drugs

Legal restrictions resulting from the Pharmaceutical Law and related acts does not permit the advertisement of Rx drugs to persons other than health professionals. However, the right to their, and patients, their doctors, what we can see on the analysis of selected sites or online forums (generally available). Reading through the various posts will refer impression, drug that recommendation certainly did not prepare a person without expertise. Given that, such action is against the law it does not recommend it. On the other hand,, we can not leave the patient, physician with knowledge, which improperly used can result in tragic consequences. The answer to the above may be an educational campaign based on the strategy of pharma social media marketing. Generally speaking, the concentration of activities would be directed to a health problem, disease patients and customers will, carers, medical specialists. Until now we get to the above groups, for example by. the creation of specialist services pacjentko - expert, product, etc.. However, the majority of activities is ended, often without bringing the expected results. The pharma social media marketing move on, beyond such. creating a space equipped with dedicated expertise selected target group, communication is directed wherever is driven health problem, disease, recommended or described are drugs. The overall objective of the activities carried out should be bringing a sound knowledge of all the, those who need it, bringing professional help patients and doctors.

Do not forget, that while services for medical professionals is limited access for members of the profession, This health services for patients are in no way protected. Anyone who wants to can read and write about your products! And in practice this is, that meet online reviews, or recommendations of most drugs, treatment, therapy. From the viewpoint of pharmaceutical companies is very important, that often on sites for patients to actively provide the specialists (for example,. thus building your brand) and NGOs, social. The pharma social media marketing seek to win these people, the organization as a natural ambassadors project which will further strengthen and propagate the ideas of educational activities and thus will affect the image of the brand.

In contrast to the Rx, OTC drugs are far less restrictions when it comes to communication, but this does not mean, that we advertise them as food. Always the first place strategies pharma social media marketing good of the patient should be, the need for specialist knowledge and legal security of the pharmaceutical company. Just as in the case of Rx drugs so there should be put on patient education (less skilled), so that in the jungle of advertising dietary supplements, or competing products has selected our. In the case of OTC drugs can be used successfully word of mouth marketing, viral marketing complemented by the creation of product support provided with advice.

How much should take action pharma social media marketing?

How many people are talking so much hear the answer, however, we will try to answer the above question. As we try to show in this article, communication in social media is the interaction between the patient, doctor and pharmaceutical company so it is DIALOGUE. The answer is obvious, therefore, the same, activities should be carried so far until the last dialogue between us and the recipients of the communication. In practice, Grey Tree met with activities that last more than 18 months, but there are those that end within 5 months. Thus, the rule does not, but communication planning pharma social media marketing always assumed them individually with a certain reserve. Supply means, that you should be sure that the operator will not end its campaign in "this and that day," but at the moment we run out of topics in social media.

The benefits of the use of social media marketing pharma?

First of all activities based on social media influence on the audience much longer than other advertising. Published articles, Specialist advice, comments and recommendations as product services there for many years, regardless of your activity in this topic. Pharma social media marketing is a great tool for building brand awareness, and the company actively supports the sale.

In conclusion, regardless of what product for carrying out operations is planned pharma social media marketing should always be guided by the principles set out at the beginning of this article, With this approach, the communication will not only get you the desired results or sales communication but will ensure your safety law relating to advertising of medicines.



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