This month in Pharmaceutical Marketing
Posted on 15. Jun, 2010 by NW1er in News
The latest issue of Pharmaceutical Marketing (PM) is a social-media bumper-fest. Leading with an inspiring article from Alex Butler at Janssen-Cilag, it also features an enlightening piece from Terry Gault, a diabetes patient who actively engages with social media and discusses the value of community support. Aurora also features, discussing why those in our industry who purport to “hate social media” need to consider the risk of becoming an invisible organisation.
All of this boils down to one simple word: communication. Victoria (PM editor) elucidates this in the leading editorial on page five. At its heart, social media is a natural extension of the role of public relations – it is a way to engage with people who matter to you, your brand and your company. PR is about communicating with audiences with reputation in mind. If you communicate clearly, you will secure share of voice, and this is all we can ask for in a world of ever escalating dialogue.
Somewhere along its journey, PR for the pharmaceutical industry may have lost sight of what it should be. The lines between branding, advertising and PR became blurred. In the rush to remove “the line” and become 360 degree agencies, perhaps some forgot that conversation is at the heart of PR. Some people saw PR as a tool to ‘add brand value’ or deliver ‘spin’, rather than as an informational function that ensures audiences are informed. Trust is earned if you put your cards on the table, royal flush as well as a low pair, and let people make their own judgement. So PR is about transparent communication and providing people with information that helps them make their own decisions.
As we all know, “search” is a critical factor for people with health conditions who are seeking solutions and information. Most of us start the hunt with Google, and take it from there. If you put a medical brand or generic name into a search engine, your first page of UK results will consist of online traditional media, patient group content, blogs and other types of social media, academic publications and the views of professional organisations. This is what people seeking information about their health will find. Our job is to communicate to these “knowledge hubs” in an ethical and appropriate way. By engaging with these people in conversations, we can explain our opinion and position, and so our points will be considered when content is written. Now more than ever, PR needs to be stripped back to basics, which is to be a vehicle for engagement. We don’t need to over package communications, we just need to start the journey toward dialogue.
neilcrump
15. Jun, 2010
I was pleased to see that Alex’s predication of a sea change in pharma engagement within the next 12 months matches the Aurora forecast :+))
jason @ cinnamon agency
05. Jul, 2011
Social media is a pharma nightmare – or can be if used incorrectly.
As a support function – fine. Selling off page encounters such a fine ine that the slightest slip up can have a company up before the Pharma police before you can say “erectile disfunction” – and then there’s spam accusations.
There will soon be a way to socialise mediacally safely, but until then, on your own head be it.
neilcrump
06. Jul, 2011
Hi Jason
Thanks for stopping by and your comment.
This is not quite how us here at Aurora see it. Our clients are doing some great work in the area and well planned with insight, understanding of healthcare comms and the pharma code of practice there are no problems. See my post on the latest PMCPA guidance to get a feel of our approach: http://www.auroracommsblog.com/shall-we-just-now-get-on-with-it/
Take care, Neil