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The relationship between the pharmaceutical industry and social media

Social media has revolutionised the way we interact and communicate with others. It has become an essential tool for businesses and organisations to reach out to their customers and build a relationship with them. The pharmaceutical industry is no exception to this trend. Despite strict regulations on how pharmaceuticals can be advertised, the need for pharma companies to use social media has become more prevalent than ever before, especially since the pandemic. Not only do 90% of 18-24-year-olds say they trust medical information shared on social media, but 60% of doctors believe that effective use of social media improves the quality of care provided to patients. This blog post will explore why social media is an absolute necessity for pharma and healthcare companies.

A problem shared is a problem halved

Firstly, social media has become a trusted source for researching health issues. As social media platforms have grown in popularity, people have begun to use them to seek information about their own health problems and queries.  According to a survey by the Pew Research Centre, 72% of internet users have searched for health information online. People use social media to connect with others with the same health concerns, share information and advice, and find different forms of treatment. As a result, pharmaceutical companies can use social media to connect with their target audience and provide them with valuable information about their products and services. By creating social media profiles and sharing relevant content, these companies can establish themselves as thought leaders in their industry.

Relationship building

Social media allows pharmaceutical companies to build trusting relationships with their consumers. Pharmaceutical companies can create a sense of community with their consumers by engaging with their audience on social media, replying to comments or answering DMS. Responding to questions and concerns in real-time, providing support and advice, and sharing relevant content are vital in an industry with such crucial and personal implications. This level of interaction helps build a strong bond between the company and its customers, leading to increased loyalty and advocacy. Once a close relationship is built, a detailed range of data is available to help you refine your marketing strategies.

Fighting fake news

Social media platforms have become a breeding ground for false information, especially when it comes to health issues. This is why it’s so vital for pharmaceutical companies to use social media to share accurate information. While regulations around what can and can’t be posted are strict, this actually acts as a positive for pharma companies rather than a negative.  Having to market your products and services while following precise regulations means that your audience will be able to consume approved, correct information directly from the source. By providing accurate and reliable information, pharmaceutical companies can help prevent the spread of fake news. Additionally, social media platforms, such as Facebook and X, have implemented policies to prevent the spread of false information. By adhering to these policies, pharmaceutical companies can ensure that their content is seen by their target audience and not flagged as incorrect.

Develop, develop, develop

Social media can be a valuable tool for pharmaceutical and healthcare companies to gain insight into how their target audience perceives and uses their products. By monitoring conversations on social media, they can gather important information that can help them improve their products and services, customise their messaging, and create effective marketing campaigns. This kind of data is extremely valuable and can help pharmaceutical companies stay ahead of their competitors in the industry. In addition, the ability to provide customer support over social media allows any issues to be resolved quickly and easily.

Social media strategy is a highly convenient and effective way for pharmaceutical companies to market their brand. It is a closed-loop marketing method that allows for precise targeting and positioning in the market through accurate analysis. Social media advertising is much cheaper than other forms of advertising, such as direct mail, television, magazines, newspapers, and radio advertising. In addition, social media influencers (if you are able to use them) play a significant role in shaping consumer behaviour. They are often considered more trustworthy than paid celebrity endorsers. By using social media influencers, companies can build stronger relationships with their consumers as they can relate to others with shared experiences.