We talk about social engagement a lot. Have you ever wondered what actual patients think about pharmaceutical companies engaging on social platforms? MM&M did so they partnered with Wego Health and used their new Truvio platform to survey some health activists to get an idea of what these users really think. What they found may surprise you.
The Truvio product gives access to patient activists, but you still need to have a compelling reason to engage. The system is based on voice feedback so the results are often more qualitative in nature than quantitative. The survey gathered input from 29 activists and 72% of them thought that pharmaceutical materials on social media were “very likely” to motivate patients to have a conversation with their doctors.
When asked which platforms would deliver the most value, Facebook came out on top with sponsored blogs and communities close behind:
So, what did the health activists say when they had a chance to tell healthcare marketers how to engage on social media?
- Actively collaborate with patients
- Avoid hip & trendy
- Embody transparency
- Find balance between public and private sharing
- Shape strategy around patient needs
- Allow anonymity
- Target your audience
- Appoint experienced owners
- Enable content discovery
- Reference information
For more details on what these patients said, read the full MM&M article: