Comments on: My Advice for Pharma Social Media Programs: Ignore the Consumer

By: Chris Iafolla

Chris Iafolla — Wed, 09 Dec 2009 01:59:10 +0000

Interesting commentary on my post from last week on why pharma should ignore the consumer in social media engagements: http://bit.ly/8IvQID

By: cdebie

cdebie — Mon, 07 Dec 2009 18:45:51 +0000

cdebie

@PRforPharma:My Advice for Pharma Social Media Programs: Ignore the Consumer http://bit.ly/7cFuvW

By: cdebie

cdebie — Mon, 07 Dec 2009 18:42:40 +0000

My Advice for Pharma Social Media Programs: Ignore the Consumer http://bit.ly/7cFuvW via @AddToAny

By: Danny Lieberman

Danny Lieberman — Mon, 07 Dec 2009 13:42:43 +0000

Social software is not just about end users. There are significant regulatory and business reasons for pharmas not to want to get into the open social media space with patients.

My advice to pharma is change their business model with their primary customers – their doctors and the rest of the clinical care team. There is fertile opportunity to use social software in the doctor- medical sales rep/medical area interaction without reaching all the way down the food chain to end user patients.

Danny

By: uri

uri — Sun, 06 Dec 2009 10:48:31 +0000

Very interesting POV. but you dont elaborate on the practical side – what would be a good wxample of messaging the customer and not a consumer – do you think this also apply to OTC?

By: Chris Iafolla

Chris Iafolla — Sat, 05 Dec 2009 15:02:22 +0000

Pete, you raise an interesting point. But one point of clarification first: I think you are highlighting the point I am trying to make in defining consumers. In general, consumers are a statistical entity. As you said, in the case of pharma, the real consumer is the patient. I agree 100%. The patient is where the focus should be and not on the statistical body of people.

But your point on the different customers that are in the mix is interesting. You are right, it used to be how to get a doctor to write a prescription and ensure it is filled was the name of the game. That game has changed. There are a number of new customers in the mix that complicate the messaging and communications process. I would venture to say that only highlights the need for social media engagement strategies. With such a segmented audience, a mass marketing type of approach is bound to fail. A social media engagement strategy that tailors its efforts to each audience is far more likely to provide value.

By: Reda T. Hojeij

Reda T. Hojeij — Sat, 05 Dec 2009 14:25:10 +0000

My Advice for Pharma Social Media Programs: Ignore the Consumer http://bit.ly/7cFuvW via @AddToAny

By: FGO Folini

FGO Folini — Sat, 05 Dec 2009 13:49:45 +0000

Customers, not consumers: but is this really the target of BigPharma in Social Media Marketing? http://tiny.cc/cVucu

By: kalemakalema (Reda T. Hojeij)

kalemakalema (Reda T. Hojeij) — Sat, 05 Dec 2009 09:28:48 +0000

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My Advice for Pharma Social Media Programs: Ignore the Consumer [link to post] via @AddToAny

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By: uberVU - social comments

uberVU - social comments — Sat, 05 Dec 2009 08:54:13 +0000

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This post was mentioned on Twitter by Chris Iafolla: The case for ignoring the consumer in your pharma social media strategy: http://bit.ly/8IvQID...