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PHARMA, HCP’S & SOCIAL MEDIA
Innovation in Social Media & how Pharma can get more from key
trends & ideas
Ashleigh Gardiner
SOCIAL HEALTH: Why the world needs pharma on
NOBODY WANTS ANOTHER LECTURE
SOCIAL MEDIA IS CHANGING EVERYTHING
1 in 5 mobile minutes spent in Facebook or Instagram
GO TO YOUR AUDIENCE, DON’T MAKE THEM COME TO YOU
55%
45%
GPs
Use Social
Don't UseSocial
61%
39%
Australia Overall
Use Social
Don't UseSocial
ONLINE INFLUENCE
ANTI-VACCINATION = SHAREABLE CONTENT?
75% NEGATIVE
Just extremists and conspiracies?
WHAT’S THE DEAL?
A matter of trust?
68%
32%
Receiving Educational Material from HCP
Interested
Not Interested 81%
19%
Pharma Educational Material from HCP
Interested
Not Interested
LEVERAGE THEIR TACTICS TO DO GOOD
FACEBOOK LIVE VIDEO
What is Facebook Live?
• Broadcast LIVE video
• Interact & Connect
• Edit completed video
• Share and Promote
Why should I care?
• Time sensitive nature is compelling
• Opportunity to connect with KOLs
• Promote to custom audience
• Low cost, high potential reach
Who’s using Facebook Live? • World Heart Day September 2016 • Novartis (USA) with UCLA Health &
American Heart Association • Partnered for three Facebook Live
panels on CHF
FACEBOOK MESSENGER
What is Messenger?
• Send messages to friends or businesses
• Desktop or Messenger app
• 10.5 million active messenger app users in Australia
Why should I care?
• 50% of GPs used messaging apps daily
• Additional 7% used them weekly
• Fewer than 40% used messaging apps
less than monthly or not at all.
Why should I care?
• Add Messenger buttons to your website
• Send a link to anyone via Messenger with one-click
• Start a conversation with your company from specific pages
• SMS marketing is dead – Messenger is where it’s at
How does it work?
• Promote posts to appear in the Facebook Newsfeed, with call to action “Send Message”
• When clicked, opens new chat in Messenger with your Page & the HCP
WHAT DOES IT ALL MEAN?
Three things to think about
1. New question: Is it ethical for you to NOT be on social?
2. Your audience is changing. Are you?
3. Conversation and communication is key – stop shouting!
THANK YOU