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IMS Health: Pharma Companies Should Engage On Social Media
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David F. Carr
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David F. Carr,
User Rank: Author
1/21/2014 | 1:49:00 PM
Will pharma find ROI in social media?
Do you agree that pharma companies need to be braver about how they engage with social media?
El Mocoso 1963
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El Mocoso 1963,
User Rank: Apprentice
1/22/2014 | 6:22:53 PM
Re: Will pharma find ROI in social media?
Its better to be wise than brave. The brave can be separated from the foolish by having a clear assessment of risk and plan to address what happens when (not if) the use of social violates policy. The FDA guideline is clearly too onerous as pre-review of every social interaction is completely impractical, but use of social is inevitable, and the cost of preparedness will be a fraction of cost of response to issues later. The wise are adjusting policies, investing in pre-post review technologies and examining storage/retention capabilities now.
KatieB632
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KatieB632,
User Rank: Apprentice
1/22/2014 | 4:32:04 PM
Pharma using social media to engage with HCPs
I think that pharma need to think about two engagement strategies - one to engage patients and another to engage healthcare professionals. Listening to what HCPs are saying online helps to understand their needs and what they want to know from pharma. Working out what channels they are engaging on means you can put your resources into the right channels. Also being able to identify who your key digital opinion leaders are means you can put together an engagement strategy to target these guys.

Have a look at www.creationpinpoint.com to find out more about engaging with HCPs online 
Kristin Burnham
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Kristin Burnham,
User Rank: Author
1/22/2014 | 8:14:53 PM
Re: Pharma using social media to engage with HCPs
What channels would you use to engage the patients and healthcare professionals?
KatieB632
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KatieB632,
User Rank: Apprentice
1/23/2014 | 3:15:51 AM
Re: Pharma using social media to engage with HCPs
Hi Kirstin. The channels for engaging HCPs on change depending on the therapy area and drug involved. A lot of our pharma clients are doing an initial 12 month study in their particular therapy area to see where the HCPs discussing their brand & therapy area are having conversations. We have looked at conversations around diabetes, acute heart failure, prostate cancer and many more and each project discovers conversations on different sources.

Having said that a lot of conversation from many of the proecjts actually comes from Twitter. The key is identifying who is having the conversation on twitter so you can work out an engagement strategy for those particular advocates. Its a different version to your KOL strategy - this time its digital opinion leaders. 

Have a read of this blog post - might be interesting to you...

http://www.creationpinpoint.com/understanding-influence-among-healthcare-professionals-online/

 


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