Developing and managing social media for pharma is probably the most complicated and challenging role in healthcare marketing. Regulations, rules and legal oversight can present roadblocks to a “spontaneous” communication medium. Joining me on Get Social Health are Ogilvy team members Becky Canvin and Rick Evans to share their insight and experience along with a new report “Connecting the Dots– Which pharma companies are succeeding in the social media space?” Listen in to our conversation or drop in at the time stamps below.
[00:00] Introduction: Becky Canvin & Rick Evans
[00:50] Ogilvy is a world-wide agency
[03:08] Engaging with patients
[03:40] Pharma content reviewed by 3 or more teams
[04:05] Pharma can’t make claims in social media
[04:25] Twitter & Pharma
[05:40] Social media platform for education
[07:45] Commenting in social media
[11:05] Mobile health
11:54 Ogilvy Pharma Social Media Audit “Connecting the Dots-Which pharma companies are succeeding in the social media space?”
[14:38] Corporate social was the focus
[16:00] “Push” messages vs 2-way communications
[16:40] Largest communities did not equal highest engagement
[17:09] Best practice examples
[18:40] Bayer Facebook page
[20:30] Relevant content wins
[21:09] Listening tools – Sysmos
[24:00] Scenario planning
[25:15] Tweet Chats
[24:00] Community Guidelines
[26:32] Crisis simulation
[27:42] Team work
[29:18] Social media experience varies at all levels
[31:15] Words of wisdom… But wait, there’s more!
[32:20] Ogilvy Health World and Ogilvy Digital Health
[33:00] What is the Ogilvy Digital Innovation Lab?
[34:13] Social Media Tip: Rich Obertots “Get the CEOs engaged in social media”
Rick Evans in LinkedIn
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