The benefits of social listening for pharma companies

Today's post comes from ePharma sponsor Visible.  This post is cross-posted from the Visible blog.The benefits of social listening for pharma companiesThere are great opportunities for pharma companies to accelerate innovation and build community through social media. One of the most beneficial tactics of implementing a social media program is listening. That may sound simple, but listening provides invaluable insight into your online audience and target market. Ignoring your online audience will force a loss in market share. When you listen to conversations happening online you will find that people are not typically speaking about adverse events, but rather they are seeking support and sharing information on lifestyle, experiences and tips.Fear not: Industry research has shown that adverse event reporting is a small percentage of all social conversation on pharma topics. Knowing this, it is critical for pharma companies to make a concerted effort to listen because the majority of the conversations can be a very powerful third-party endorsement.For example, someone seeking to live a gluten-free lifestyle might look for tips on where to shop, seek knowledgeable references for the best bread and pastas to buy, and learn how to make the lifestyle changes necessary to succeed. The more serious the illness or permanent the condition, the more knowledge is sought. And just like consumers who seek out sites such as ‘Trip Advisor’ or ‘Angie’s List’ for “in the knowâ...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: ePharma ePharma Summit Listening to online audiences Pharma Social Media Listening Source Type: blogs