Here again, I am sharing my pharma recipe using online monitoring to guide our brands in our marketing strategies.
This time, it came in a room full of social media marketing experts. So, for a change, I could go straight to the core of my topic, which is how to set up the process around online monitoring.
The interesting about pharmaceutical companies is that we can’t just collect user-generated content. We must be ready to file reports if someone talks about symptoms or a product and an adverse event.
Companies in this industry are slowing their effort. They don’t have the resources to open this pandora box of potential adverse events.
Fortunately, most regulators have now established better guidelines for social media, especially in the US and the UK.
There is also a better reason to listen before opening channels. It gives you an idea of the size of the information market and perhaps the zone you should be better prepared to enter.
On the other hand, you can’t just externalise this to an agency. You have to write content, and in my presentation, I come on the concept of response grids and critical matrix scores to help the internal team better align on what should go out. You can use online monitoring to give a head start to your brand on social media.
I genuinely hope this was useful. If you feel this could be optimised, please share your ideas in the comments below.