Next hot job in healthcare ? Social media marketing manager

Patients have become consumers of healthcare and on order to reach these consumers organizations, from hospitals to drug companies and physicians, are going to have to eventually get social.   A lot of companies are finding out that there is a lot more to social media marketing than a nice looking Facebook page or Twitter account.  It requires an in depth strategy as well as a lot of work “under the hood” to measure the impact.

While the numbers clearly indicate that patients are on Facebook, it is the job of companies and healthcare providers  to find them, and engage them in a meaningful way. And, just because you’re on Facebook doesn’t mean that you are building a meaningful Facebook experience for both your company and patient.  Just as it takes someone to physically be there for a conversation the same can be said for social media.  Putting up a nice looking page is not the same as talking to someone in a meaningful way.

But research shows that patients don’t want to talk to drug companies or insurers ?

 What value can they add that nobody else can add ?  How can they take a cold voice of the brand and turn into a warm voice of someone human ?   The first steps are always going to be the most difficult but eventually you will learn to walk down the social media path and if you do it right people are going to talk about you and you’re going to build an audience that want’s to hear what you have to say.

Not only is pharma in need of good social media marketing people but there are also a wealth of opportunities for hospitals, physicians and other medical services.  They need dedicated people who understand social media, how consumers use the Internet for health and how to engage in a conversation that drives towards business objectives.  But the resistance is strong.  They will give you reasons you can’t and shouldn’t rather than reasons you should.  They’ll put obstacles in your path but with persistance and a sales pitch to the company you can start small and then build upon your successes.  Start with the skeptics and win them over and you’ll be on your way.

In the end social media is part of an integrated marketing program but its reach cannot be overestimated in the healthcare decisions making process.  The key question is “do we want to a step in the process as consumers decide on healthcare choices?”   It’s also time to understand that TV is not providing the ROI it once was and that a majority of consumers do NOT see a TV ad and then ask their doctor about your product.  They go online and ask each other about your product and right now pharma is not part of that conversation.