Pharmaceutical companies underestimate social media power – com! professional

Pharmaceutical giants are failing to take advantage of the large audiences found on various social media platforms, according to a survey conducted by physician-run influencer marketing agency MedFluencers, which surveyed healthcare providers from more than a dozen specialties. Nearly 90 percent say the pharmaceutical industry is not making sufficient use of social media as a method of communication.

Patients want more information

For one thing, patients probably get an important part of their health information from the web. 85 percent of the doctors surveyed said that patients mentioned social media posts during their appointments. According to Sanjay Juneja, President of Innovation at MedFluencers, patients are present on social media and they trust this content.

“It is now up to healthcare providers to combat misinformation with precise and authoritative information. Not only patients, but also more than 90 percent of the doctors surveyed would be willing to find out more about new drugs or devices via online platforms. This opens up a new way for pharmaceutical companies to reach the more than 50 percent of doctors who would prefer if field staff did not visit the practice,” said Juneja.

MedFluencers will Kooperation

To help pharmaceutical giants reach their audiences on social media, MedFluencers is touting its ongoing partnership with marketing agency Lippe Taylor alongside the survey results. Together, the two firms will guide pharmaceutical companies through the complex landscape of social media marketing and advise on areas such as medical regulations, sponsorship disclosures, and influencer partnerships and rates.

Corey Martin, managing director of creator marketing and influencer at Lippe Taylor, says there is a growing need to connect with people who use social media to research symptoms, healthcare and treatment options.