- Pharma’s use of social media is sporadic and poor.
- Patients number one use of social media is side effects(46%) (Source: DRG Digital | Manhattan Research Cybercitizen Health® U.S. 2018)
- One bright spot is the use of patient testimonials in social media.
Social media marketing is dead. Facebook is just another media platform and loosing users and other social media platforms are also trying to hit that “sweet spot” beyond interruption marketing. Pharma is experimenting with social media, but there are more misses than hits.
According to Manhattan Research Cybercitizen Health® U.S. 2018 research half of all patients with chronic conditions use social media. What are patients interested in? Side effects (46%) from the research.
Despite the challenges of social media, pharma has scored some engagement hits. Social media posts with “real patient stories” tend to score better with patients than bulletin board posts. Cybercitizen Health reports that patients also want to read reviews and ratings from other patients (38%). Not surprising in a customer review world.
What should DTC marketers take away from this research?
1ne: There is not one size fits all in social media platforms. Experiment with each platform and be ready to pull posts that aren’t working.
2wo: Patient testimonials increase engagement, but keep it short and sweet and ensure that your spokesperson is believable.
3hree: Don’t ignore social media as part of your media plan, but PLEASE use an internal resource or full time agency resource.
4our: Older patients are using social media. Why aren’t you?
