I contacted 5 brands that took down their Facebook pages today for a quick survey and found that the number one reason they were taking their pages down was “too much risk”. When I inquired whether they had heard about some new tools that allowed them to manage risk the answers were “no”. However what I also heard was “it’s just not worth the investment right now in people and other resources”.
Has anyone seen a help wanted ad for a pharma company looking for a social media person ? I sure have not although there are some companies that are looking. Given the budget and people cuts within pharma however it’s hard to add people in an unproven media channel. I say unproven because it takes time to prove ROI of social media for pharma and social media is just one stop on the journey as consumers look for online health information.
Are consumers using social media for health decisions ? Of course they are but what pharma marketers don’t seem to understand is that social media marketing is just one piece of the puzzle. As one marketer said to me today “nobody can tell me that we are going to lose one new customer because we took down our Facebook page”. Another said “I can’t ask for more resources to approve comments from my regulatory and legal team when they are already stretched too thin”.
Of all the people who are going to panic at this perhaps none is greater than agency people who saw an opportunity to “sell” new clients with social media services. I can tell you that pharma is NOT sold on the need for social media and in with tighter budgets those who do try it are going to have a hard time understanding how to truly leverage conversational marketing.
DTC marketing continues to be driven by sales people who come in from the field who just check off boxes and MBA marketers who are stuck in old school marketing of reach and frequency. Too bad because patients are leaving them behind.
- Time to change the biopharma organization (worldofdtcmarketing.com)
- Pharma Companies: Hire a Community Manager Instead of Deleting Your Facebook Pages (mizzinformation.com)
- Facebook enables comments on pharma pages (stuartbruce.biz)
- Never seen such a clear chance to make a real difference (worldofdtcmarketing.com)