Even doctors switch off and use social media as a regular consumer
Social media is among the most valuable channels by which pharmaceutical brands can reach healthcare decision-makers, drive engagement and build their businesses. However, according to Good Apple’s associate vice-president of media Samantha Simoneaux, there are a few key factors to keep in mind when building a social media strategy – from regulatory challenges to the rise of the pharma influencer.
The proliferation of social media channels and the expansive reach they enable has propelled healthcare provider (HCP) networking as they take to platforms including Facebook and LinkedIn to discuss their work and spread scientifically-backed research, products and treatments on a global scale. Engaging this audience across traditional social media channels offers many benefits, enabling marketers to reach HCPs in their professional sphere as well as in their personal, everyday lives.
And while strict pharma regulations have long stifled brand reach when using traditional targeting methods, social media is becoming increasingly pharma-friendly. Today, Facebook even allows for the same advanced targeting you’d expect from programmatic or EMR, thanks to the platform’s robust first-party data (a factor becoming increasingly important as the curtain falls on the third-party cookie). On a platform such as Facebook, pharma brands can home in on a specific HCP audience – or even a specific practitioner if your list...
Read Full Story: https://www.thedrum.com/opinion/2021/09/03/the-new-age-pharmaceutical-targeting-social-media
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