Recently, I participated in the ePharma Summit, an annual event for promote (and bemoan) the current state of eMarketing in the pharmaceutical industry. This year’s event had more of an emphasis on social media, and I spoke as part of a panel on that topic. I also engaged in live-blogging and was part of a small but active Twitter back-channel that was communicating constantly both inside the event, and to the outside world.
Because pharma is a highly regulated industry, new methods of communication that are not top-down and well-controlled have a very slow uptake. With good reason – pharmaceutical companies are responsible for what is said by their representatives, and on their sites, so free exchange of dialogue (which might include discussion of off-label usage of products, or reports of adverse events) can lead to big trouble and large fines. Hence, the cautious toe-in-the-water approach to fast-moving new platforms such as Web 2.0 and social media.
There is a small, but growing, number of social media users inside pharmaceutical companies, or among those who (like myself) provide services to pharma. Some of these truly “get” what community networking via social media is about, and some robust discussions are occurring about how to incorporate social networking. But many of those who are talking about it come at it from the traditional marketer’s perspective – here is one more mechanism for reach and influence. One more tactic for messaging. A new medium that needs its legal/regulatory clearance. Another tool in the bag that needs to show rapid ROI.
Therefore, I decided to take my 6-8 minutes during the panel and talk about 4 Rules (probably should have said Perspectives or Principles – oh, well) to bear in mind about the on-line networking culture as you seek to enter in:
1. Immediacy. We value instantaneous communication, quick feedback, dialogue. This is a major shift in approach for pharma, which practices careful, centralized, one-way communication. Nonetheless, it’s important to understand that the culture isn’t going to adapt to the old, tired method of being spoken to in crafted speech that takes 6 weeks to compose. Pharma has to find a way to adapt to the culture.
2. Multi-level communications. We dialogue, comment, share, tweet, mashup, and iterate. Communications and messages move and morph. That’s uncomfortable for a regulated entity. But it’s the way it is.
3. Long-term commitment. Don’t view social media as one more tactic to try out – or, as one of the presenters put it, don’t think about “piloting” it. This is not the place for ROI calculations the first quarter when you start. You’re entering and taking part in a community. This has to be a long-haul strategy. And since many pharma marketers are “rotating” through their roles for 12-24 months, that often leads to short-term thinking – which means that a multi-faceted team should be setting the soc med strategy.
4. Transparency and Authenticity. Put human faces on your social media outreach efforts. We see enough marketing fakery in all other mediums. Not welcome here. Learn to be genuine. Those who are merely seeking to manipulate through marketing will be shunted aside. Real people who add real value will be welcomed.
The crucial thing to remember is that social media influencers are passionate participants who communicate, not passive targets of marketing communications. The microphone has been passed, from official marketers to people who can now create their own broadcast channels. It’s my hope to help people in pharma to recognize that the conversation is already happening – with or without them – and that we, as the community, are making up “the rules” as we go along. This is the time, therefore, to get firmly involved somehow – START! – and recognize the contours of the landscape as you begin down the path.
What other advice would you have for major companies – especially those hamstrung by tight regulatory requirements – as they consider their initial forays into the social media world?
(Image credit)
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Tags: emarketing, epharma summit, pharma, pharmaceutical, Social Media, Steve Woodruff
Wow, Steve. This is a real pickle. The principles you elucidate seem sound enough, but I’d have to study up on the whatever industry is in question before tendering any advice that is worth listening to.
Part of the problem is the regulations themselves. Written long before these tools became available, they favor control over immediacy, which as you pointed out, can be problematic.
Does it necessarily need to be that way? I’m not sure. I suppose it depends on the industry. To seriously reform the regulations, I fear you’d need a team of lawyers and a powerful lobby — two things that never resulted in a robust, diverse highly engaged and enlightened community.
The pharmaceutical industry has often relied on public relations (the long haul investment) and the power of patient advocacy groups to tell their unbranded messages, and that where I see the opportunity happening for pharma. While I don’t know the impact can be quantified in terms of sales yet, I’d like to bet on social media as a tool for advocacy, led by advocacy groups who can build trust and community..they already are! Also, I think if communities can address the lifestyle prescriptions (www.healthcaremarketersforum.blogspot.com)for healthcare and wellness and not just drugs, the industry will be better off and this is already happening…but not using social media necessarily.
That’s a good reminder of the restrictions Big Pharma can face while participating in the conversation.
The one point I’d add is:
The conversation takes place with you or without you. It’s in the conversation where decisions are being made now. Advertising, PR campaigns, aren’t part of this conversation.
Hi Steve,
Great post. I also work in health care marketing and am very familiar with the regulatory and control concerns that prevent the proverbial “toe-dipping” into the realm of social media. I agree that a long-term commitment is essential if you choose to participate. As Kelly mentioned, the commitment usually has to come from PR. It’s not always realistic to have a plan that lasts more than a year. One way to get a foot in the door is to just listen. I have found it very helpful, even without participating. The insights gleaned from listening to real people in context can be incredibly helpful in understanding who is saying what, why they are saying it and who else is listening. Listening is always going to be the first step, and in some cases the only step. Should you go no further, at least listening is a worthwhile endeavor and should be considered.