The social media gap in pharma & lifescience
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The document outlines five key lessons for improving social media strategies, emphasizing the importance of understanding the new 'self-directed' citizen who values personal trust over traditional experts. It encourages organizations to engage with their audience through critical thinking, effective communication, and strategic content creation. Additionally, it highlights the need for monitoring performance and adapting to trends in social media to foster meaningful conversations.
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The social media gap in pharma & lifescience
- 1. CLOSE YOUR SOCIAL MEDIA GAP 5 lessons for your quick start 1 Pascal Tack – TippingPoint.be
- 2. The new citizen • He lost trust in “experts” • Believes in his own authority but = realistic • Uses his own mental kompass • Creates his own circles of trust 2
- 3. MEET THE NEW CITIZEN ‘’ I SAY WHAT I HOPE I DO WHAT I CAN’’ Lesson 1 3
- 4. His usage of social media is a fact 4
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- 6. His critical mind is fed Christelijke Mutualiteit learns members how to compare Hospitals 6
- 7. His critical mind is fed Quality indicators for Hospitals turn transparant 7
- 8. His critical mind is fed Patients score doctors on-line 8
- 9. Hospitals turn social – “ creating brand preference” 9
- 10. He is informed His trusted sources of information for medicine 10
- 11. Is this your Social Media strategy? 11
- 12. “ SO ME & DIGITAL ” THE CORNERSTONE OF MODERN MEDICAL & LIFE SCIENCE PROGRAMS LESSON 2 Awareness Public Relations Follow-up of treatments Satisfying The “Self Directed” Patient 12
- 13. Awareness Program “ Dementie” 13
- 14. Obama gathers support for its Health Care program 14
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- 17. The I – coach The Barcelona Team helps you to stop smoking 17
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- 19. TECHNOLOGY CAN DO PLENTY .. BUT WHAT’S RELEVANT FOR YOU? START LISTENING Lesson 3 19
- 20. Start using Google alerts for news and blogs 20
- 21. Follow conversations on Facebook 21
- 22. Facebook Graph search 22
- 23. Facebook Graph search 23
- 24. Follow conversations on twitter - easy to automate via tweetdeck 24
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- 26. Create archives via free tools 26
- 27. Look for trends 27
- 28. Check the relevance and size of the problem 28
- 29. Check the relevance and size of the problem 29
- 30. START CONVERSATING Lesson 4 30
- 31. START CONVERSATING… BUT FIRST, THINK ABOUT YOUR STRATEGY Lesson 5 31
- 32. Start the conversation • Who’s your target? Create a Content & Touchpoint • What’s your objective strategy an example • Turn into an expert? • Create customer utility – Treatment follow-up? – Identify patients • Protect your name – Domain name – Twitter name – Facebook name – Pintrest, You Tube, Flick-r 32
- 33. Raise money with investors? 33
- 34. Create Your own Channel? 2 Belgian Examples 34
- 35. Find the Connected and Early adopters. TNS says : Future Shapers 35
- 36. Growth? Find and conversate / influence via social media 36
- 37. A lesson from FMC Track your performance .. Number of people following you 37
- 38. But what matters more, the engagement 38
- 39. 27 years of cross channel media experience - Head of Marketing @ Deutsche Bank - Member of Management Committee - Direct Marketing Manager - Citibank - Co-Owner & Managing Partner @ Famous Advertising / I-Do - Belgacom, Inbev, Axa, Dela, Mars Pet Foods, Janssen Pharma, Nutricia…. - Winner of Golden Lions at Cannes 2007 / 3th ranked DM agency Worldwide - Most efficient agency of the year 2008 - Digital & Interactive director McCann Brussels - Owner of TippingPoint.be - methods via my Linkedin profile Active on Facebook, Twitter and Linkedin [email protected] /0494.856125 39