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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