From dull to fab, pharma online media promotions and campaigns are improving as well as catching up with the rest of the advertising scene.
That’s according to a panel of digital experts at Digital Pharma East this week. While pharma was once reluctant to engage in consumer-driven channels, brands today have embraced sophisticated social strategies along with test-and-learn models across platforms, including newer, trendier channels like TikTok and Clubhouse.
“Pharma adoption of social has grown like crazy,” Ryan Burchinow, VP for social at CMI Media Group, said. He added that the growth isn't just because pharma marketers are trying new promotions everywhere, but because they're developing full-channel campaigns with awareness, lead generation, and measurement built in.
This includes emerging social media platforms that may seem too edgy, such as TikTok, which is no longer just for teens. In fact, 19% of TikTok's 110 million monthly users are now over 35, a significant jump from under 10% in 2019, according to Burchinow.
Of course, great pharma social media work isn't just about well-executed media plans. It’s also about keeping content fresh and delivering it in “snackable” bites, according to Joyce Ercolino Archinow, head of digital excellence at Harmony Biosciences.
But how does a company create all the content needed to fill social media? By using the content multiplier, says Milena Mitova, digital brand activation lead at Merck and Co. Starting with just 40 marketing assets, such as a webinar or newsletter, she can create “close to 2,600 snackable pieces” of content for use in emails, social posts, or paid ads.
Whether it’s cutting-edge new platforms like TikTok, or repurposed traditional media like YouTube and Facebook, the key is strategy. Setting goals, detailed planning, managing expectations, and measuring results are critical to pharma’s social media success.
“It’s not always about doing something new,” Archinow said. “It’s about improving what you’re already doing. And you can’t just throw things out there on these channels and expect them to run by themselves. There’s a lot you can do, but you have to constantly think about how to integrate everything.”
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