In the past few days I have been discussing social media with a pharmaceutical company.
The pharma industry is necessarily highly-regulated and risk-averse. It caters very well with the traditional use of the internet, i.e. when corporate messages are broadcast from a main website.
These traditional corporate websites issue strictly controlled and watertight messages that have been approved by internal managers and legal experts, such that there is absolutely no possibility of brand damage or, heaven forbid, any litigious patients taking action.
And yet, patients and health care professionals (i.e. the pharmaceutical industry’s customers) are increasingly seeking answers to their health care questions online.
One recent survey by Pew Research Center found that 61 percent of American adults — and 83 percent of internet users — look for their health information online.
Meanwhile, and rather belatedly, this week the U.S. Food and Drug Administration hosts a public hearing to discuss the use of the internet and social media tools — including blogs, podcasts, and social networks — to share information about the FDA-regulated products, including prescription medicines and medical devices.
Pharma is moving in the right direction. But progress is painstakingly slow, and meanwhile the clients customer has many other (new) outlets for online information.
The social media sales lesson here is know the customer’s customer.
When I talk with my pharma client (as with all my clients), it is with their customer in mind. In the long run it is their customer that calls the shots. So I ensure that I can speak to the stakeholder with some authority about their customer bringing new insight into their customers as often as possible. Given that customers use of social media is rocketing, this inevitably places social media on the company’s agenda.