tag:blogger.com,1999:blog-8550428.post8258403306187986238..comments2024-03-27T01:34:23.434-04:00Comments on Pharma Marketing Blog: Deconstructing Pitts' Guiding Principles for Pharma Social MediaVladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-8550428.post-32608929499432303312011-11-28T17:09:04.566-05:002011-11-28T17:09:04.566-05:00Casey,
Thanks for the comments. I would love to m...Casey,<br /><br />Thanks for the comments. I would love to more details regarding your benchmarking survey.<br /><br />Regarding #5, I know that pharma companies are listening, but very few admit they are doing so publicly, why they are doing it, and what they are learning. As you suggest, however, a lot of it is for competitive intelligence. There's nothing wrong with that, but the goal is far from learning how their products "impact patient lives." What does that mean, anyway?PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-11528030744968571312011-11-28T15:54:07.852-05:002011-11-28T15:54:07.852-05:00Interesting analysis, John. I'd love to commen...Interesting analysis, John. I'd love to comment on each point, but alas, I shall just start with two - Principles 5 and 6. <br /><br />I just conducted a benchmarking report on digital marketing in pharma, and in benchmarking social media activity I found that listening is actually one of the most pervasive forms of social media "activity" that companies are engaged in right now. More than half -- 56% of surveyed companies -- concede to using social media for market research and competitive intelligence. Whether this is to gain competitor insight, to profile consumers, to monitor brand and corporate sentiment, or some other form of listening, the fact of the matter is that it is occurring. I was pleasantly surprised by this data; in fact, much of the data I collected depicted an industry further along the social media path than many people perceive. As we have all heard a thousand times, listening is the first step in social media engagement, and it certainly would seem that pharma is on its way in this regard.<br /><br />Similarly, companies I profiled through survey data and personal interviews with marketers and social media heads revealed a more robust AE response infrastructure than one might expect. At several companies, the task of monitoring for AEs is either farmed out or is tasked to infomatics/IT/marketing/corporate communications. The dragnet can't be comprehensive, of course, and the level of watchfulness varied in those interviews, but the idea that every company has stuck their head in the sand when it comes to social media AEs was not borne out in the research. So again, it appears companies are moving ahead on this front as well, albeit slowly.<br /><br />As an aside, @ellsbelles3 is indeed a curious case. When you look this account up, only one tweet appears (and not the tweet you quoted!). A look at the account's followers (17) and following (153) reveals a decidedly political (Republican, to be precise) bent. I think it's a little much to insinuate that the account was positioned specifically as a puppet by Lilly to pose an industry-friendly tweet, but I do think that the legitimacy of the account is suspect at best. With Twitter's insistent allowance of pseudonymity, I fear this will remain a common feature of tweetchats involving controversial or politically sensitive topics. When it comes to transparent exchange on Twitter, it takes two to tango. <br /><br />Casey Ferrell<br />@Casey_CEIAnonymoushttps://www.blogger.com/profile/16142631516342704983noreply@blogger.com