Category: Social Media

Facebook-Global-Pages-Pharma

How Facebook Global Pages will help International Brands?

Of course your brand wants to reach people internationally with Facebook, but you will probably have different country pages, with different names, different languages and ways to communicate with your followers as well as most likely different admins. With Facebook Global Pages this isn’t a problem.

Global Pages are here to support and simplify your social media presence of global brands on Facebook and it will be easier to manage and measure your marketing efforts.

The migration of the active pages that your company has in different countries will be done by Facebook and you can have different admin roles for every page and of course you will have a global admin that can manage the global one and the subpages.

Of course, all will depend on your business goals or objectives and based on your social media strategy, but let’s see how it looks and how we can recognize Global Pages.

We are going to visit KitKat Global Facebook Page. On first impressions, it seems that I’m on the page of the country from which I’m connecting.  In my case, KitKat Spain.

The first important point is that if my country doesn’t have a local page, I will be redirected to the Global one. And the second point is that I can change from my country and visit other local pages of other countries with the ‘Switch Region‘ option:

Example Facebook Global pages

Another important point to consider if you decide to implement Global Pages: Facebook will total all the Likes from separate local pages when you gather them all together and create your own Global Page. Now you will have the same number of Likes on all the local and global pages. This will benefit your brand reputation.

Another important aspect that facilitates the sharing and promotion of the local Facebook Page is the possibility to customize the URLs. In the KitKat example we can see that the UK Facebook page is https://www.facebook.com/kitkatuk/ and for France is https://www.facebook.com/kitkatfr/.

Also it is possible to customize the local profile, local information like website and company info, separate Timeline, Cover Photo, photo albums and apps. You will have the opportunity to personalize every single detail for your audience.

Still some Pharma companies prefer the one way communication.  With Global Pages there is no way to deactivate commenting on the Timeline. However, if you decide to put your company on social media, this non-communicative approach doesn’t make sense.

Pharma: A one way communication in Social Media doesn’t make sense!

On the other hand, we have the option to filter comments based on a list of words ( for example product names ) and hide them until we approve them or not. If we start promoting using Facebook Ads, here we will have the option of “no comments” available.

Nowadays personalized marketing communication is key to success and Global Pages can facilitate the implementation. To apply this feature you can contact Facebook here.

 

Social Media en Pharma evitando crisis

Social Media in Pharma: Crisis, What do I do?

If there is something that causes fear to the Pharmaceutical Industry when we talk about entering in Social Media is having to deal with possible comments and/or possible crises. On this, I always say that the fact of not being does not imply that they do not talk about you. So it’s better to be controlling communication and trying to establish a positive environment with your brand.

Social Media in Pharma: not being does not imply that they do not talk about you

What usually happens in Pharma? Simply, the same as in other sectors, sometimes we can face a crisis in Social Media, but in many cases are opportunities to offer a good service and win possible Lovers.

In these cases you have to think that social networks can act ( and I believe that they should act ) as a customer service to support your customers.

Interaction with your followers is key if you want to improve your Klout. You can see the latest Klout ranking from Pharma here.

Crisis Management Plan

You must have a plan, if you do not have a plan of action in your Social Media strategy, you are lost. We need to know what we are facing, a complete study of who is and what influence has, whether it can have transcendence, whether it is a possible orchestrated attack or simply is a comment that is not worth answering and your own followers will be in charge of helping you.

But the most important thing is to think about how you can give a service and act immediately. The customer is always in the center! Therefore depending on the degree of crisis you have to include representatives of various departments of the organization to make the right decisions.

Examples of Crisis Management in Social Media

A typical example of lack of appreciation of transcendence is the IKEA case with the famous post about complaints on the service received that was published in Microsiervos Blogging. The post ended in 2 or 3 place when you looked for the word “IKEA” in google. There was no contact to resolve the issue, perhaps the scope of Microsiervos’ positioning was underestimated.

One case that I love is the strong reaction CEO Domino’s Pizza to the case of the image of a pizza stuck to the box. Patrick Doyle recorded a video stating “We do things better” and “You should not get something like that from Domino’s”.
But he did not stay here, the chef of the company went to visit the person who had the incidence. He gave her two pizzas, a letter from the president, and a $500 card. All this, uploaded to Youtube is a sample of how to get out of a crisis and try to side with you generating a good service and admitting the mistake.

I do not want to think about what I would do if my guitar was broken and more if it is valued at $3500. This happened in 2008 to the country singer Dave Carroll in the transport of his flight with United Airlines. Before the passivity of the airline and the problems that had with the reclamation he decided to make a song about what happened. Result: The video “United Breaks Guitars” Top 10 Viral was seen by millions of people.

Social Media crisis at Pfizer

Let’s see a case fully Pharma, Pfizer and its campaign #AntesDeSerMedicina (Before Being Medicine)

Pfizer y la campaña AntesDeSerMedicina

We return to the subject of prevention, we simply have to sum a post with a call to action very open to receive comments and a promoted hashtag for Trending Topic. If we add the potential of followers with a “negative” feeling that they may have, you have a time bomb in your hands…

In this case the solution was silence and I can’t value if it is correct or not because it is difficult to judge it without to do an analysis of all the data, but I can say that the campaign had a good chance to start a crisis from the beginning.

Pfizer, crisis en Social Media con AntesDeSerMedicina
As we have seen in these examples, indifference can fuel a crisis and this can affect the reputation of the company. Prevention and speed of action are key to minimize damages and even with a good crisis management strategy change it and reinforce the company’s image.

Top 3 Ranking Klout 2016

Spain Top 3 in Social Media KLOUT : LEO Pharma, Roche and Pfizer

Omnichannel en Pharma desde el punto de vista del visitador médico

Omnichannel, ¿from a medical representative perspective?…

I try to do Omnichannel strategies in Pharma, try, because like I always say, Omnichannel is an aspiration, something like reaching the Nirvana, and more evident if we are in the pharmaceutical sector where we go in small steps.

But returning to the title, I receive an email with an “I do Omnichannel but from the Rep perspective.” I re-read and took me time to react. I try to set an example for myself … Would this be as if Zara does Omnichannel but only from the point of view of the Avenida Diagonal store?

But, what is Omnichannel?

I return to the basic concept of the Omnichannel: we want that the consumer or customer live a brand experience, not just a channel experience.  The marketing Omnichannel defines a strategy through different integrated channels.

It is at this point that we have to ask ourselves who is our customer: Being Patient Centric minds that the patients are at the center of everything we do.

But we aren’t CocaCola or Zara, so in Pharma all the marketing is very complicated and part of our communication reaches only the health professional, another important part reach patients or society in general, either through awareness campaigns or trough campaigns offering an holistic approach for pathologies.

The Rep has been “the channel” in Pharma and although it is still a very important channel, in the Omnichannel Marketing, is not the only one.

Offline Channels en Pharma

  • Call
  • Fax
  • Newsletter
  • Rep Visit
  • Rep tablet
  • Sample
  • MSL
  • Advertisement
  • Earned (KOL, Associations, Patients, Nurses, Pharmacist, Hospital, government, etc.

Online Channels en Pharma

  • eMail
  • Teledetailling
  • Twitter
  • Website
  • eMSL
  • Webcast, Webinars, Streaming
  • Smartphone app
  • Banners
  • Website: Patient Association, Health Authority, HCP Association

When we provide a Rep with tools like Veeva, an edetailler, Approval eMail, Engage, etc. what we are doing is opening new communication channels, but then to be a real Omnichannel it is necessary to have all this integrated with the rest of the ofline and online channels  thinking on a final strategy that gives a personal experience in all points of contact with our company.

At this stage the integration of physical and digital channels becomes essential, as well as a segmentation strategy based on user preferences.

Digital Marketing is the basis to unite and work in coordination all the channels. This means a big change in Pharma where in many cases it continues anchored in the use of a single channel with the F2F visit, multichannel activities where the customers sees multiples touch-points acting independently.

Changing the Digital DNA in Pharma

We must to integrate this mentality into the DNA of the company, this state of mind, and have the right people and digital profiles experts that have internalized this “thinking omnichannel” to help make the change.

What I finally do recommend is that you look at the digital habits of oneself and how we are “influenced” in our purchases through interlaced channels trying to sell us that trip that we search at Google one day.

Of course, then another problem comes, ¿ how can we measure the effectiveness in this mix of channels ?. Although this problem is not only in Pharma: imagine how many customers visits a Nike store and after trying on the shoes then when they leave the store buy it on Amazon. How can you measure the return of the store inversion?

Omnichannel presents new challenges for attribution that are no longer linear and can not be reflected in the marketing funnel. It is necessary to think and work on new models of omnichannel marketing in Pharma to evaluate the journey of a customer and to have a more complete view of the experience on all the points of contact.

And now I’m going to try to convince my colleague that Omnichannel is something more than tools in the hands of rep, even if they are an essential channel, in many cases talking about tools is more effective in their communication the WhatsUp, but … this channel is not reported… However, with this sort of omnichannel the consumer can not choose his preferred channel only those offered by the rep!

 

 

Multichannel in the Pharma Industry

The use of Multichannel in the Pharmaceutical Industry

QuintilesIMS presented the results of an online survey that provides a very revealing discussion on the state of Pharma at the level of experience, organization, budget and strategy on Digital and Multichannel.

The report designed by@aramdaucik shows all the conclusions perfectly, but I will try to analice the data and see how the Pharmaceutical Industry itself understands its Digital and Multichannel status.

Experience: in Digital & Multichannel Marketing

Experiencia Multichannel Pharma

On the one hand there are 45% of the companies that assure to have moderately or highly experience in multichannel. However, we see that only 9% has a Digital dashboard against which to measure multi-channel activity and impact … In fact, 50% does not measure any multichannel digital actions !!

50% of Pharmaceutical Industry doesn’t measure any Multichannel activity

Regarding Social Media, 54% say that it’s a commonly use strategic channel. This fact is a surprise, because if anything highlights Pharma is in its fear of entering on Social Media. Some Pharma are doing a great job in Social Media, but for others it’s nothing more than a corporate channel, which has no real engagement with patients or it isn’t aligned with marketing objectives.

We continue with some confusion regarding Multichannel in pharma, as the report points out, 45% of Pharma say that they have experience but only 9% generate measurement dashboards and only 23% have experience of more than 3 years.

45% of Pharma claimed to have experience on multichannel, however, However, only 23% have an experience of more than 3 years

Organization: how the company is structured

We depart from the point that 45% of the laboratories do not have staff dedicated to these areas, and this information is really distressing, when today it is usual to have in any company a strong Digital department.

Only 27% of the laboratories start to create these departments with 3 people and only 22% have a department created that operates transversally and it is responsible for managing the actions in the digital and multichannel area, independently of the product.

Again, it’s difficult to understand that 50% said to have enough or much experience in Digital and Multichannel, when there is no department that truly understands multichannel and have digital knowledge to ensure the implementation of digital strategies.

Budget: how much and where are investing the laboratories

And we enter in the area of “who has the power has the budget”, and in the case of Digital unfortunately about 40% of the laboratories doesn’t have a specific budget assigned to Digital Multichannel.

In fact only 27% manages budget, this reminds me of my time to ask for money from other departments to create campaigns and how you have to be more creative to fill the budget gap and keep trying to have your Digital department grow and have your place in  the organization.

Only 18% allocate more than 5% for multi-channel and digital actions

Strategy: how Pharma use multichannel

 

And here is where true multichannel is shown in Pharma, the reality of multichannel understood as in 2008 was called “Multichannel”: the use of a series of channels completely independently.

SingleChannel Multichannel CrossChannel Omnichannel

 

 

Only 27% relies on a Digital cross department, most of it is outsourcing and is carried out through various agencies.

Regarding the integration with the CRM, it stands out that only 13.6% have all the channels integrated. And here we find that the first thought is the added value that would give to the Rep the information of the other channels … and for Digital Multichannel not?

In a multichannel integration it is imperative to know any F2F action carried out in order to be able to offer correct messages and information to our clients via digital.

When you only have one channel as a reference we run the risk of a multichannel strategy only from the point of view of rep (interesting topic that I deal in another post here )

From a user experience point of view with our channels, how can I offer a good cross-channel/Omnichannel experience if my channels aren’t coordinated?

 

If we do not have the channels integrated, it is clear what  happens with the client segmentation. In the survey it is reflected that 77% performs the segmentation only based on potential.

Segmentation: 77% performs the segmentation only based on potential

In a world where we consume information based on our preferences in terms of online or offline, in multiples devices and time slots, will be an error not consider the client preferences.

And finally, I put a question to you… How can you perform a content strategy if you do not define a clear segmentation that takes into account Digital criteria and the information of all channels in order to create a good brand experience?