Social Media – How Bioscience Companies Are Using Social Media To Reach Key Audiences

Until recently, many big name pharmaceutical companies have been gun-shy about entering into the realm of social media (SM). But recent trends are telling a different story. Only two weeks after pharmaceutical giant Nova Nordisc announced development of its brand new twitter page, Pfizer quickly followed suit introducing plans for its own page in the next few months. Both companies plan to use Twitter as a social platform to announce new products, new drug treatments, as well as developing better relationships with their consumers. But is SM really an effective marketing tool for large pharmaceutical companies? And why now are they starting to jump on the social media bandwagon, after years of resistance?

As the economic downturn continues to adversely affect pharmaceutical companies all over the world, many pharmaceutical consultants are starting to recommend giving SM a try. Until recently, much of the pharmaceutical industry has shied away from entering into the interactive realm of social media, for various reasons. The common belief was that implementing effective marketing strategies using social media was too difficult, given the legal and regulatory hurdles. Also, the lack of a means to measure the financial success of using social media, has kept many pharmaceutical companies away from using these possible lucrative marketing tools. However, signs are showing that these trends are starting to change.

Be out there and create profiles wherever you can. Make your web presence as large as possible, and offer content that is interesting and useful. If you use articles as content, make sure that they too are sufficiently optimized to be read by the search engines. Once you have had success with content in one place, spread that content to other places in the social media network. After you have established a substantial amount of useful or entertaining content, people will visit your site for itself rather than finding its content on other sites. Remember to promote yourself or your site in your content, but discreetly enough so that the content is not overshadowed by your efforts to sell yourself. When using video content, be sure to label it with tags so that it is searchable.

Similarly, Digg allows Internet users to find links on bargains as discovered and promoted by Digg users. A search on an item you wish to purchase for a friend or relative can yield information helpful in your search for the best deal.

Track referrals, friends, successes and failures; pay attention to traffic spikes and dips. While the majority of internet marketers do not test the efficacy of their efforts, measurement and observation can make all the difference between a low-cost marketing success and a costly marketing flop. Interestingly enough, measuring the success of others’ efforts in marketing can behoove you as well. For example, if you find a video online that is relevant to your content and you can see that it is been viewed many times, respond to it. You can post a written response or a video response, depending on the site you’re using; while video posts with few views are rarely found, by posting a video response to a highly-viewed video, yours will be visible every time the other is found – it is called piggybacking

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