A recent PriceWaterhouseCoopers survey of 3,500 consumers in seven countries found that more people use the internet (48 per cent) than arrange a visit to their doctor (43 per cent) to find information to inform decisions about their healthcare. As such, social media sites like www.patientslikeme.com which enables people to share information with each other about various health topics are gaining in popularity.
Although this may be old news for some, it should be emphasised that the insight and information which is shared between users on social media sites about healthcare trends, behaviours and needs of consumers is invaluable to companies who are planning to create a social media strategy of their own.
What is sometimes forgotten in the excitement of a new campaign is to actively ‘listen’ to consumers to find out what they really want. Just as marketers conduct qualitative group research, public health campaigners implement needs analyses, so must pharma follow suit and understand what the realtime needs of a social media campaign. The bonus of cyber space is that this insight is available right in front of us saved on the biggest most indelible archive ever!
It sounds simple enough but it is essential that listening encompasses identifying, monitoring and analysing targeted social media communities. Most importantly it is essential that this data and information actually influences the business agenda rather than the pre-defined business objective defining the social media strategy. A good old dose of chicken and egg then really.
Tags: digital pharma, social media