Place of Social Media Pharmaceutical Marketing Insight 2012

7/27/2019 Place of Social Media Pharmaceutical Marketing Insight 2012

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Place of Social Media in Pharmaceutical Marketing

Mala Raj

Social media is a phrase that is being tossed around a lot these days But have Indian Pharmamarketers been able to tap Social Media opportunities? This article interestingly captures Indian &Global scenario, and proposes steps for Effective Social Media Marketing in Pharmaceutical space

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Interlink Insight Vol. 10 Issue-1, 2012

Vol. 10 Issue-1 Jan - Mar 2012Interlink Insight


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he search for newer ways of connecting Pharma Social Media Marketing Scenarioto and communicating with prospective in the WestTcustomers has always been a major Beginning in 2005, Pharma companies in the

focus area for Pharma Marketers. The past West have had many 'firsts' to their credit.

decade has seen the emergence of a new Given below are some SM Marketing inroadsmedium, viz., Social Media (SM), which has made by Pharma Companies in the West (U.S.revolutionized the way in which the world and/ or U.K. mainly).communicates. SM comprise not only ofBlogger, Facebook, Youtube, and Twitter, but 2005also include blogs, discussion boards, video Pharmaceutical companies begin exploringsharing, and health portals blogging, a notable example being Pfizer's

'Think Science Now' Blog.Marketers of FMCG goods were among the firstto tap into the vast potential of SM Marketing, 2006followed by many B2C marketers. Would SM Pharmaceutical websites that include a

be suitable for Pharma products too? Have discussion board launched, e.g., GSK'sPharma marketing teams in the world and in 'QuestionEverything.com' that allowedIndia exploited this media? This article aims at consumers to interact amongst themselves andexploring these and other similar issues. with experts.

st1 Pharma-sponsored YouTube video directed

Reach of Internet and Social Media at consumers launched (GSK's 'My Dad hasRestless Leg Syndrome')

Statistics reveal that India has more than 50million active Internet users, with over 20 2007

stmillion accessing the net daily and more than 10 1 Pharmaceutical Corporate Blog launched

million using SM frequently. The annual (Johnson & Johnson's 'JNJBTW')stgrowth rate of SM in India is around 35%. 1 Pharmaceutical Product Blog launchedAdmittedly, the statistics are very impressive in (GSK's AlliConnect to promote Alli, its OTCterms of volumes and growth. weight loss brand)

Innovative YouTube Video Contest by aConsider the following statistics on Internet Pharma Company (Novartis's 'FluFlix' Videousage for health information. contest encouraging people to send in videosVarious international studies estimate that 75- expressing how they felt about flu and how it80% of Internet users have looked online for affects them.)

sthealth information. 59% of Internet users say 1 Collaboration of a Pharma company with anthat the information they found online led them online physician community (Pfizer withto ask their doctor new questions or to get a Sermo)second opinion.

2008stRegarding the use of SM for health information, 1 Pharma company blog that openly discusses

34% of Internet users, or 25% of adults, have an Rx product and associated medicalread someone else's commentary or experience conditions (CNT0411 by Centocor)about health or medical issues on an online Purchase of an online Patient Community by anews forum, website, or blog. In addition, 25% Pharma company (J&J's purchase of 'Childrenof Internet users, or 19% of adults, have with Diabetes, Inc.')

stwatched an online video related to health or 1 Pharma YouTube Channel launched by

medical issues. Johnson & Johnsonst1 Pharma Facebook page by McNeil Pediatrics

Extrapolating the same to the Indian scenario, (ADHD Moms which allowed visitors tothis translates to around 40 million Indians download material and participate in polls, butlooking out for health information on the net, 17 did not permit any comments to be posted)million reading healthcare experiences ofothers, and 12 million watching health videos 2009

stand the like! 1 Pharma Rx Product Branded YouTubeChannel launched (AstraZeneca's 'MyAsthma

Have Indian Pharma marketers suitably tapped Story' for its brand, Symbicort)this audience? Before we address this question, st

1 Pharma Twitter post to mention a brand namelet's take a look at the use of Social Media and indication (Tweets by @AstraZeneca,Marketing by Pharma companies in the Western

which included the name 'Crestor' andcountries.

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indications - 'reduce CV risk') portals, in print media, etc. SM thus seems to best a step forward in integration of the same.1 Pharma sponsored online patient community

Although the U.S. FDA is yet to announcethat embraces adverse events (UCB andformal guidelines on the use of SM for brand'PatientsLikeME' create an online, open

promotion or other activities aimed at buildingepilepsy community for capturing real-worldcustomer relationship, they scrutinise the sameexperiences of epileptics in the U.S.)

st and have even taken action in case of false1 Pharma Rx Branded Tweet (Novonordisk'sclaims or claims not supported by medical data.branded diabetes spokesperson, CharlieIn fact, the U.S. FDA has even sent warningKimball sends the first Rx branded tweet via hisletters to companies to alter/withdraw their'Race with Insulin' Twitter account)

st promotional videos (e.g., warning to Shire1 Pharma Live Tweet Stream from a MajorPharmaceuticals for YouTube video on theirMedical Conference (Boehringer Ingelheimbrand Adderall XR).promoted results of a clinical study using

Twitter)st In contrast, India has no guidelines on 'Online1 Pharma Twitter Account Focused on Medical

Promotion.' A few sections from theCondi t ion (Shi re ' s Pharmaceut ica l sInformation Technology (Amendment) Act,@adhdsupport)2008, regarded as India's cyber law, mayprovide some guidelines on the use of SM as a2010promotional tool. Besides this, PharmaFacebook overtakes Google as the most visitedcompanies in India cannot legally promote theirWebsite in the U.S.

st ethical brands (Prescription-only brands)1 Official Pharma Facebook page to allowdirectly to consumers. Only OTC brands can becomments without pre-screening (Janssen's FBpromoted to consumers, which has been donepage on 'Psoriasis 360')using conventional media such as television,

print, and hoardings. There appears to be some2011s t inhibition on the part of Indian Pharma1 L i ve Tw i tt e r Cha t hos te d by a

companies to experiment with the use of SM,P h a r m a c e u t i c a l C o m p a n y ( B yeven to promote OTC brands, despite the fact@AstraZenecaUS to raise awareness on Rxthat it costs very little to invest in SMsavings programs)marketing. The time has come for IndianBritish Pharmaceutical Industry issuesPharma companies to change as per the times'Informal' Social Media Guidanceand to take initiatives to explore and exploit SMFacebook makes it mandatory that commentsfor Pharma Marketing.be turned on for all pages including those by

Pharma companies/brandsSteps for Effective Social Media MarketingMore YouTube Branded Channel Launchedby Indian Pharmaceutical Marketers(Sanofi-Aventis's 'Why Insulin')

1.Decide the Social Marketing GoalThus, many Pharma companies in the west haveThe Marketing Team must brainstorm andset the pace for interacting more closely andcome up with a proper set of goals for whichopenly with the end-users (consumers), with athey wish to utilise SM Marketing. Only if theview to studying their behaviour, understandinggoals are clearly framed can a suitabletheir perceptions, gathering feedback, and, ifmarketing strategy be formulated. Without awarranted, adapting to their needs andperfect goal , the organisation will besuggestions.directionless and head nowhere in particular.

Some common SM goals are to improveSocial Media Marketing and Pharma the communication and initiate inter-personalIndian Scenariointeraction, create brand awareness, createUnlike that in the west, the use of SM as adisease awareness, create corporate awareness,marketing tool by Pharma companies hascollect feedback, monitor adverse events andremained rather limited in India, with hardlyenhance sales and revenue and the net worth ofany visible or significant usage by any Indianthe brand/organisation. While OTC brands canpharmaceutical company. One main reason foradopt many of these goals, other brands can usethis could be the difference in regulatorySM to build awareness about the organisation,legis lat ion governing advert is ing ofdisease conditions, or a cause.Pharmaceutical brands between the India and

Western countries like the U.S.2.Frame the Marketing Strategy andIn the U.S., direct promotion to end-users isCampaignpermissible by law. Pharma brands areOnce the goals are set, the concernedadvertised on Television, websites, health

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Marketer/Team must conduct a detailed studyof all available options and prepare a strategy Twitter is useful for disseminating smallfor meeting the goals. It is very important to volumes of information. However, Twitteridentify the target audience, the available would be more appropriate for corporate

resources, and the time frame for reaching the communication than brand communication asgoal. Since the PMT in most organizations are many Pharma brands demand a fairly moderatenot adequately exposed to framing SM volume of communic ati on, inc lud ingstrategies, it is advisable to seek assistance from explanations, disclaimers, and adverse eventexperts in this field. reporting, so as to be understood appropriately.

3.Choose carefully from among various Companies can use online video-sharing sitesSocial Media tools available like YouTube to create their own mini channelsThere are many platforms available for on which they can keep adding more videos onreaching out to an online audience; these their OTC brands, patient stories, diseases, etc.include Health portals, Facebook, Twitter, and

YouTube. These can be used as separate An important point to be considered is thatmarketing tools or one can opt for an integrated Social Media are becoming a point-to-point on-plan. demand Mobile communication tool. Thus,

the speed of interaction is very important toHealth portals provide basic information about keep online mobile-based SM users engaged.disease, treatment options, scientific guidelines Pharma companies entering into this arena mustfor management of the condition, etc. They also establish systems that facilitate such speedyinclude patient blogs where patients exchange interactions, which is a far cry from the typicalinformation about their condition, their centralised, slow, cautious, and controlledexperiences with various drugs, etc. India has system that the industry is used to.

many Health portals which reach out to millionsof Indians. For example, www.medindia.com, In conclusion, Indian Social Media Pharmain existence since 1997, boasts of a reach of Marketing has a long way to go. To begin with,over 25 million people with its health-related leading OTC brands can venture into this mediainformation that runs to over 200,000 pages. and enjoy the benefits of a close, two-wayCompanies that choose to blog should ensure interaction with customers. Prescription brandsfairness in communication by providing can use Social Media to disseminate accurateunbiased information and by promoting a cause and easy-to-understand information on diseaserather than a brand. Listening to other members conditions, disease management, etc., and thusis also important to understand their point of build indirect loyalty to the organisation.view and learn from their experience and Sooner or later, a beginning has to made,

expectations. considering the sheer volumes that SocialMedia can reach out to. So get set and start

Networking sites like Facebook have been thinking about a Social Media plan for yourused to create and raise awareness. However, organisation and your brands.prior to choosing FB, the organisation musthave a suitable structure in place to monitor Referencesactivities on their wall, note comments, respondquickly and accurately, and keep followersengaged. Also, FB users typically engage ininformal two-way communication, and not all

brands or disease conditions can lendthemselves to informal discussions. So, thinkand plan keeping these points in mind.

www.pharmamarketingnews.comwww.astonjournals.com/bejwww.medindia.netwww.tapanray.in

www.impactiviti.wordpress.com/2011/07/08www.marketlan.co.ccwww.expresspharmaonline.com

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Mrs. Mala Raj, is a senior consultant at Interlink. She is a brand management expert and is well versed with theintricacies of Pharma Marketing in the country. She is an excellent trainer for marketing strategies and selling

skills for MR's


Place of Social Media Pharmaceutical Marketing Insight 2012

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