HEALTHCARE & SOCIAL MEDIA

As more and more pharmaceutical companies launch social networking platforms associated with their brands, some will allow users (consumers, patients, and physicians) to post comments as part of ongoing discussions about drugs and/or the conditions they treat. Recent pharma experience with social media discussions demonstrate how important it is to properly manage online communities. Perhaps the most important management tool is moderation.

This survey asks your opinion of how pharmaceutical companies should moderate online discussions on sites that they own and/or control.

Consider a consumer/patient focused social network site that is owned and operated by a pharmaceutical company. It could be an "unbranded" disease information site or it can be a branded product support site. Visitors are allowed to submit comments to be posted to the site. The goal is to offer information and support through active discussions among site visitors and between visitors and the pharmaceutical company. The site's terms and conditions specify what types of comments are acceptable and how they will be moderated.

Ogilvy CommonHealth Worldwide evaluated  how  14 major pharma companies  were  performing  across  six  key  categories:  

1. Social presence: How  many  social  networks  was  the  company  on?   
2. Activity: Was  the  content  kept  fresh  with  regular  updates?
3. Engagement: Were  the  companies    engaging  their  users  and  generating interest?    
4. Social network: How  simple  and  intuitive  was  the   connection  between  social  networks?    
5. Virality: Was  the  content  spread  around   the  social  sphere?
6. Sommunity Size: How  big  was  the  community?

As we look ahead to 2013, where will marketers invest their resources? Where will they look to expand their presence and offering and what will they name as their top challenge?

Learn what almost five hundred marketers from a wide variety of industries and companies, both large and small, along with social marketing experts have to say about the state of social marketing today and in the future...