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)
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.
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.