How Twitter’s New Change Could Help Pharma Dive into the Social Media Pool

Today's guest post comes from Jim Nichols is Vice President at Stern + Associates, a full-service communications firm that fuses the best of public relations, traditional media, digital, marketing and direct engagement strategies through its Connected Communications (SM) approach. For more information, visit www.sternassociates.com. Twitter recently announced one of the most advertiser friendly programs in the micro-blog’s history: the Lead Generation Card. Now Twitter advertisers can tweet an offer and the service autofills the user’s name, email address and Twitter username. So what does this mean for pharmaceutical marketers today? For the first time, a social network has developed a one-click process that leverages the impact of direct response marketing. As savvy (and innovative) pharmaceutical marketers continue to test the waters of social media, here are some tips to keep in mind. Don’t Spam: It seems obvious, and is something that marketers always think “the other guy” does. If you use the Lead Generation Card from Twitter, a promise not to spam can lead to better conversions. Follow Up: If you are using the lead generation card for samples or other materials, make sure you deliver them within 48-72 hours or earlier. It’s important to keep the momentum alive. Relevance: After delivering the promise (info, samples, etc.), it’s okay to ask for follow-up surveys. You could also email relevant information about the disease, etc. Only emailing users wi...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: Lead Generation Card Direct response marketing social media marketing Source Type: blogs