Last week, we once again pressed the "Publish Page" button on Facebook for one of our many pharmaceutical customers, and on that occasion we provide answers to the questions that we most often get when our customers consider throwing themselves into the arms of the largest social media in V Erden.
Facebook is too many companies old news. The medium makes it easy to create a lot of knowledge of a particular topic or subject area, and not least to get users to act actively in relation to a given case. But for the pharmaceutical industry there has been a clear reluctance to take a media such as Facebook in use and to integrate social media into the pharmaceutical companies ' communication strategies.
We give you an overview of the most frequently asked questions when pharmaceutical companies are considering throwing themselves into the arms of the largest social media in the world and why we recommend them to do so.
What gets a pharmaceutical company out of being on Facebook?
-The short answer is visibility and dialogue. Facebook is where people are. It is still the most dominant social media in Denmark with 3.8 million users, of whom 63% of all Danes over the age of 12 use the medium daily. And then, women and men use social media virtually the same. So there is a very good opportunity to reach the target group, while getting to know the target audience.
But when pharmaceutical companies are not allowed to communicate about medication, why does Facebook give meaning?
-It does so because many pharmaceutical companies actually go very much up in the fact that patients consider them as a support – not just as a sender of medicine. In Denmark, we must not refer to prescription drugs to the population – but often dialogue on disease areas, treatment categories and help for a better everyday life is also much more interesting for both patients and relatives.
What do you do if there are questions about medication or treatment?
-Facebook is a dialogue medium and therefore commitment is the whole idea of being present there. It is very rare that we recommend going on Facebook if the company will not allow questions and dialogue. But in order to go confidently and prepared into every conceivable dialogue with users, we always develop a very complete and comprehensive Q&A with the most foreseeable questions and answers – and many more to, so we are prepared for the most part. It also facilitates the work of the pharmaceutical company that others can respond on their behalf in 95% of cases. If we monitor the page for the company and, against expectation, a question we cannot answer, we will naturally involve the relevant ones immediately.
What do you do if people mention prescription medications or side effects?
-All the pages that we establish, drink and monitor, have House rules that draw attention to the rules for the mention of prescription medications and the reporting of side effects. For example, the A product mentioned directly or indirectly on the site, we refer to the House Rules and then follow approved processes therefor. If a side effect is identified, there are also certain processes in progress that must always be reported within 24 hours.
Who keeps an eye on facebooksince Saturday night at. 23?
-We do – if our customers do not want to do it themselves, we are a big team that monitors all of our customers ' social media on all days of the week, all year round, round the clock, New Year and Christmas. It is necessary when we work with pharmaceutical companies in order to comply with the rules on prescription medication – and it is often the reason that a company hires us to operate the site – because it is a great job.
What if people write ugly about us?
-They should be allowed to. If we open up dialogue, we must also be able to tolerate some criticism. It is part of being on a social medium, but of course you do not have to allow offensive language on the page. Our experience is that some share good experiences while others share bad. It provides dialogue and engagement and allows people to exchange experience and become smarter. And as a sending company, you can also be much smarter about what patients and relatives want, even by listening to their regrets.
Why should we venture out on Facebook?
Pharma on Facebook is not so dangerous at all – it is, on the contrary, a unique opportunity to create engagement in patients and relatives that no other medium can offer. Therefore, it should be a central part of any pharmaceutical company's communication strategy to consider a social media – though it requires a thorough preparation and an experienced team to deal with it.
Do you sit in a pharmaceutical company and consider whether Facebook or another social media is something for you?
Are you interested in learning more about how social media can strengthen your relationship with your audience and how we have succeeded in bringing more pharmaceutical customers safely to Facebook, give Thomas Hartvig, director and responsible for our healthcare customers a Call on Phone 21 65 96 70.