A pharma marketers guide to developing a Facebook page (with low risk)

Last week an ex FDA official said that he believed the FDA was not going to issue specific guideline on social media.   Now that Facebook has over 500 million users though pharma marketers should not and cannot ignore this important platform.  Here is a guide to developing a Facebook page with very low risk.

1. Why Facebook and not Twitter ?

Facebook now has over 500 million users while growth on Twitter has pretty much leveled off.  What we are seeing is that people are using these two social media platforms differently.  People use Twitter to get answers to questions on products, services and brands while they may “like” a brand on Facebook.  Recent research also showed that Twitter is not an effective branding platform for word of mouth.

2. What can we do on Facebook ?  What are the key elements ?

You can develop a branded or unbranded page.  The objective here is NOT to repurpose your product website content but to provide an interactive experience that engages visitors.   Some of the key elements of a branded Facebook page could include:

• Patient testimonial videos (keep them short and ensure they talk to your target audience.

• Interactive tools

• Fair Balance

• Physician finder (for products requiring specialized physicians)

• Images of ordinary people, not models or stock photo’s

• Content from your thought leaders

• How to live with.. content

3. My legal team is really risk adverse and once they hear the word Facebook they get out their red pens.  What can I do ?

First you need to explain why Facebook is important.  Secondly by eliminating the “discussion” part of a Facebook page (I know social media purists are going to cringe when they hear that but the FDA would NOT allow the discussions unless you could monitor ALL comments 24/7/365) and including fair balance on the main page you are greatly reducing the risk.   In addition you can pull up you community page that Facebook pulled from Wikipedia to show that your brand is already there.

4. How should we start ?

The first thing to do is to generate buy-in on the importance of a Facebook page to the brand.  This buy-in should not only have an overview of Facebook and its demographics but a plan to measure the impact to the brands objective via online tools.   Once you have buy-in I would work with a good interactive agency to develop some creative ideas for your Facebook page as you generate approvals.   Finally although getting approval is a huge step you need to develop a communication plan as to when the site is going to be updated and when and of course by who.

Progress always involves risks.  You can’t steal second base and keep your foot on first.  

. By taking some risk here you are not only reaching empowered patients but you are learning along the way and success never comes without first making a few mistakes.   With the FDA taking a wait and see approach to social media marketers cannot afford to watch a ship go by packed with a lot of people who want information.  Sure trust is an issue but trust can be won back one step at a time and reaching out on Facebook is a great baby step.