It’s finally happening. After years of speculating about how and when the highly regulated landscape of healthcare communications would be ready to embrace social media, I’m happy to report that day is dawning. It’s been a long time coming, but with FDA guidance around social media beginning to take shape we’re also seeing clients and regulatory teams who are willing to test the waters.

This is an exciting development but it doesn’t mean that every pharmaceutical brand should immediately set up a Facebook, Twitter or Pinterest account. The authenticity that makes social media such a compelling tool for marketers can also be a stumbling block for companies who are less familiar with the space. To ensure success, it’s wise to consider a few key guidelines before implementing any social media tactics:

1. Identify your Objectives

What are you trying to achieve? Do you want to raise awareness around a particular disease state? Establish a voice for corporate communications? Spread the word about a new product? Educate a specific audience about a health risk? Understand your goals and how a social media tactic will help you achieve them.

1. Understand your Audience

Social listening tools have made it possible for us to dig deeply into the conversations that HCPs, patients and caretakers are having online. These tools allow us to see where the conversations are happening, what people are saying and identify areas of risk.

1. Establish Guardrails

Develop a set of guidelines or Standard Operating Procedures that define how social media platforms and communications will be deployed and managed. Some of the scenarios to consider include: crisis response, roles and responsibilities, employee participation, and level of engagement. You’ll also need to consider who will be in charge of overseeing your social media platform(s) and how much time they will need.

1. Develop an Editorial Plan

Good content is the backbone of any winning social media tactic – with the end goal being to get users to engage by sharing and responding. Make sure you think through what, when and how you will be posting and coordinate with other channels in your social ecosystem to make sure messages are aligned.  The best way to do this is by creating an editorial calendar that can be developed and approved in advance.

1. Build Relationships

So you’ve got everything ready to go and your social channel goes live – now what? Social media can be a great platform to reach out to influencers and establish relationships with key media contacts. If your organization is ready, start by identifying who is leading the conversation around key topics, and follow and listen to what they have to say in order to identify an opportunity to share or respond to something they have posted.

Social media still isn’t for everyone but if your organization is ready to make the leap, make sure you’re armed with a plan and the tools you need to succeed.

Source: b2view.biosector2.com