In our weekly Trends that Matter series, we provide infographics, articles and recent news from healthcare influencers to highlight general trends affecting the pharmaceutical industry. This week's featured topic is social media engagement.Pharma companies are beginning to shift their social media strategies to focus less on broadcasting and more on listening. When done well, a consistent social media presence will provide many opportunities for your company to facilitate valuable conversations.
Specifically, pharma brands can use social media to help the public learn, discuss and share scientific information. AstraZeneca's recently made a social media promise to share information from researchers, patient organizations and doctors. The company stated:
"We can bring the greatest value to the conversation by focusing on what we do best – explaining our science first and foremost. We’ll use compelling, easy-to-digest formats to make our science clear and easy to understand."
In addition, AstraZeneca mapped out five social media commitments:
- Talk less and listen more
- Elevate prominent voices
- Be sensitive when discussing serious conditions
- Respect the organic conversation
- Make complex science accessible
These are excellent guidelines for pharma companies to keep in mind when developing social media and blog content.