POST SUMMARY: Consumer packaged goods companies understand that the secret to social media success (and failure) is to stop talking and start listening. Brands need to stop promoting new products in social media and instead use social to collaborate with people while helping them navigate the complex world of healthcare.
Category Archive: Social media and healthcare
POST SUMMARY: While most pharma companies are staying at arm’s length from social media there are a lot of insights into how patients, and caregivers, are thinking about their health problems and treatments.
64% of physicians use at least one of the types of social network while 36% do not use any, according to the Sources & Interactions Study, September 2013. This breaks down to 13% of doctors using all three types, 25% using 2 of the 3, and 26% using only 1 of the 3 types.
POST SUMMARY: Online communities can be a valuable patient resource, but safeguards have to be in place. Using patient data for retargeting or other monetary reasons is going to turn patients off.
POST SUMMARY: At the heart of the FDA’s current social media marketing policy is the failure to understand how patients are using the Internet to make healthcare decisions.
POST SUMMARY: DTC marketers can learn a lot if they just listen to their target audience via social media as it can yield a wealth of information and patient insights into current marketing messages.
POST SUMMARY: I just received the preliminary findings from some qual research that was conducted this weekend in four cities within the US. The objective of the research was to determine if current patients, those taking at least one Rx for a health condition, were interested in engaging a pharma company on social media.