Post by sumaiyasumi8855 on Oct 28, 2024 23:23:16 GMT -7
Social media communication has become a fundamental tool for pharmaceutical companies. Laboratories use them not only to build trust and establish solid relationships with all their stakeholders, but also to gather information about patients' preferences, needs and opinions, among others.
If we focus on the bulk sms marketing patient , the focus of these platforms is on disease awareness, that is, laboratories focus their strategies on educating and raising awareness about health issues, either through conversations or multimedia content. But some of the available social networks also allow direct and rapid access to medical professionals , with whom the exchange of information and knowledge at a professional level is possible.
In this context, in order to understand the use that the industry is making of these platforms, we at Elogia Pharma have prepared the first edition of this Health X-ray of Brands in Social Networks of Pharmaceutical Laboratories. This report is prepared from two perspectives:
How labs are planning their social media strategies
How patients use social media for health issues
Want to know more? In this article we tell you the main keys to the study!
Key points of the study
1. Laboratories: Quantitative analysis
For this section of the study we have taken data from Metricool and, in a first step, to understand the way in which the main pharmaceutical companies communicate with their audiences, we have focused on analyzing which platforms they use to communicate. According to the study, they would be: Facebook, Instagram, Twitter, LinkedIn, YouTube and, to a lesser extent, TikTok.
76% of laboratories combine local and international profiles in their social media strategy
When choosing between a local or global strategy, 76% opt for a mixed strategy , combining local and international profiles.
In this context, LinkedIn is the social network on which most laboratories opt for a global strategy, since 60% of them use the international profile on this social network in Spain , while Twitter is the most “local” social network , since 96% of laboratories prefer to have a strictly Spanish profile on this social network.
LinkedIn and YouTube lead the penetration ranking
LinkedIn and YouTube are the social networks with the greatest penetration by pharmaceutical laboratories on the main social platforms.
LinkedIn and Twitter are the most professional social networks, while Facebook and Instagram are used to reach patients and caregivers.
LinkedIn and Twitter are primarily used in a professional context , to engage in conversations with industry professionals. These social networks offer a space to share knowledge, experiences and perspectives, thus facilitating interaction and the exchange of information and providing an environment for networking and collaboration.
Facebook and Instagram are the social networks most commonly used to connect with patients and caregivers, due to the wide reach they offer with this type of audience. These platforms facilitate the creation of support communities, the focus on visual content, direct interaction or disease awareness , among others, and offer the ability to generate engagement with the brand for its research work in the field of health.
Furthermore, it is worth noting that social networks focused on patients or caregivers are those that obtain the highest engagement rates.
Twitter is the platform with the greatest editorial effort
The publishing effort depends on the nature of each social network. Twitter, despite being the social network with the least interaction and engagement, is the one that requires the greatest editorial effort, due to the dynamics of the platform itself , since it contains a constant flow of information and tweets have a short lifespan.
2. Laboratories: Qualitative analysis
Using Radia, a tool developed by Elogia, we have also analysed the main pillars of pharmaceutical laboratories' positioning at a qualitative level, focusing on:
Look & feel
Social Customer Care
Content Strategy
Abbvie, Astrazeneca and Boehringer Ingelheim, the laboratories that best work on brand look & feel
How can the visual aspect of a brand play a key role when it comes to brand recall? Maintaining visual consistency is key to ensuring that users connect with our brand and can quickly identify what it is.
At this point in the study we have carried out an analysis where we have analysed visual consistency, adaptability to multiple platforms and branding. Abbvie , Astrazeneca and Boehringer Ingelheim would be positioned as the winners of this ranking.
In addition, we have detected that most laboratories do not have visual consistency in their profiles and focus on sharing excessive presence of people who unnecessarily “over-humanize” the content.
Abbvie and Boehringer Ingelheim, the best example of a correct distribution of content across different channels
To analyse the content strategy from a qualitative point of view, we have carried out an analysis in which we have taken into account the distribution of content and how brands connect with their audiences , while successfully responding to a positioning strategy that provides value to the user. In this sense, Abbvie and Boehringer are the winners.
In general, the sector chooses content with a very strong corporate weight, but we must not forget the user and their needs. It is important to be relevant to build brand authority and this is achieved by providing value through content that puts users in the spotlight.
The big picture of community management in the negative
In our analysis, we have concluded that most laboratories do not encourage interaction or promote participation between brand and user. In addition, the comments received are mostly ignored and not responded to, except in specific cases such as Boehringer Ingelheim and Abbott.
At this point, it is important to remember that social media is a space for building community and for this reason, we must understand that our role should always be to respond and encourage conversations . In this way, they will follow us not only for our valuable contribution, but because we make them feel heard .
3. Patient
For this last section we have focused on a quantitative analysis of the patient prepared by our research team . This is a small spoiler of what will be the III Digital Touchpoints Study of the Digital Patient , which will be released in September.
20% of patients use social media as a channel for information on health issues, with Instagram at the forefront
According to the study, almost 20% of patients use social media to obtain information on health issues or to search for information on non-prescription medicines or other pharmaceutical products before purchasing them.
If we focus on the bulk sms marketing patient , the focus of these platforms is on disease awareness, that is, laboratories focus their strategies on educating and raising awareness about health issues, either through conversations or multimedia content. But some of the available social networks also allow direct and rapid access to medical professionals , with whom the exchange of information and knowledge at a professional level is possible.
In this context, in order to understand the use that the industry is making of these platforms, we at Elogia Pharma have prepared the first edition of this Health X-ray of Brands in Social Networks of Pharmaceutical Laboratories. This report is prepared from two perspectives:
How labs are planning their social media strategies
How patients use social media for health issues
Want to know more? In this article we tell you the main keys to the study!
Key points of the study
1. Laboratories: Quantitative analysis
For this section of the study we have taken data from Metricool and, in a first step, to understand the way in which the main pharmaceutical companies communicate with their audiences, we have focused on analyzing which platforms they use to communicate. According to the study, they would be: Facebook, Instagram, Twitter, LinkedIn, YouTube and, to a lesser extent, TikTok.
76% of laboratories combine local and international profiles in their social media strategy
When choosing between a local or global strategy, 76% opt for a mixed strategy , combining local and international profiles.
In this context, LinkedIn is the social network on which most laboratories opt for a global strategy, since 60% of them use the international profile on this social network in Spain , while Twitter is the most “local” social network , since 96% of laboratories prefer to have a strictly Spanish profile on this social network.
LinkedIn and YouTube lead the penetration ranking
LinkedIn and YouTube are the social networks with the greatest penetration by pharmaceutical laboratories on the main social platforms.
LinkedIn and Twitter are the most professional social networks, while Facebook and Instagram are used to reach patients and caregivers.
LinkedIn and Twitter are primarily used in a professional context , to engage in conversations with industry professionals. These social networks offer a space to share knowledge, experiences and perspectives, thus facilitating interaction and the exchange of information and providing an environment for networking and collaboration.
Facebook and Instagram are the social networks most commonly used to connect with patients and caregivers, due to the wide reach they offer with this type of audience. These platforms facilitate the creation of support communities, the focus on visual content, direct interaction or disease awareness , among others, and offer the ability to generate engagement with the brand for its research work in the field of health.
Furthermore, it is worth noting that social networks focused on patients or caregivers are those that obtain the highest engagement rates.
Twitter is the platform with the greatest editorial effort
The publishing effort depends on the nature of each social network. Twitter, despite being the social network with the least interaction and engagement, is the one that requires the greatest editorial effort, due to the dynamics of the platform itself , since it contains a constant flow of information and tweets have a short lifespan.
2. Laboratories: Qualitative analysis
Using Radia, a tool developed by Elogia, we have also analysed the main pillars of pharmaceutical laboratories' positioning at a qualitative level, focusing on:
Look & feel
Social Customer Care
Content Strategy
Abbvie, Astrazeneca and Boehringer Ingelheim, the laboratories that best work on brand look & feel
How can the visual aspect of a brand play a key role when it comes to brand recall? Maintaining visual consistency is key to ensuring that users connect with our brand and can quickly identify what it is.
At this point in the study we have carried out an analysis where we have analysed visual consistency, adaptability to multiple platforms and branding. Abbvie , Astrazeneca and Boehringer Ingelheim would be positioned as the winners of this ranking.
In addition, we have detected that most laboratories do not have visual consistency in their profiles and focus on sharing excessive presence of people who unnecessarily “over-humanize” the content.
Abbvie and Boehringer Ingelheim, the best example of a correct distribution of content across different channels
To analyse the content strategy from a qualitative point of view, we have carried out an analysis in which we have taken into account the distribution of content and how brands connect with their audiences , while successfully responding to a positioning strategy that provides value to the user. In this sense, Abbvie and Boehringer are the winners.
In general, the sector chooses content with a very strong corporate weight, but we must not forget the user and their needs. It is important to be relevant to build brand authority and this is achieved by providing value through content that puts users in the spotlight.
The big picture of community management in the negative
In our analysis, we have concluded that most laboratories do not encourage interaction or promote participation between brand and user. In addition, the comments received are mostly ignored and not responded to, except in specific cases such as Boehringer Ingelheim and Abbott.
At this point, it is important to remember that social media is a space for building community and for this reason, we must understand that our role should always be to respond and encourage conversations . In this way, they will follow us not only for our valuable contribution, but because we make them feel heard .
3. Patient
For this last section we have focused on a quantitative analysis of the patient prepared by our research team . This is a small spoiler of what will be the III Digital Touchpoints Study of the Digital Patient , which will be released in September.
20% of patients use social media as a channel for information on health issues, with Instagram at the forefront
According to the study, almost 20% of patients use social media to obtain information on health issues or to search for information on non-prescription medicines or other pharmaceutical products before purchasing them.