HCPs are social and curious. They make the most of their time away from direct patient care. Gated physician social communities, known as the “walled gardens” have become a thing. Just like mainstream social media, each private HCP-only platform offers its own experience. Sermo has become a leading social spot for HCPs for sharing drug reviews, crowd-sourcing patient cases, participating in polls and surveys, and discussing trending topics. Doximity has established itself as a directory of sorts for professional networking and career opportunities with access to CME learnings and a newsfe ..read more

This article was originally published in PharmExec.com on Dec 2, 2021. The adoption and growth of social media for HCPs will continue apace in 2022. Social behaviors prompted initially by COVID-19 have become standard operating procedures. Embracing nuances and developing new approaches will distinguish effective competitors from also-rans. For pharma marketers, discerning effectiveness of social media marketing and convincing or finessing conservative medical-legal reviewers will continue to be primary challenges. Looking ahead, consider these 12 emerging factors. 1) Investigate Influencers ..read more

The pandemic accelerated the number and reach of HCP digital influencers. The urgent scramble for Covid-19 clinical and treatment information pushed the envelope on healthcare providers offering ideas, insights, opinions, and case studies on almost every social media channel. You will be surprised at the number of HCP influencers and the size and scale of their followers on platforms from Facebook and Twitter to TikTok and Instagram. Digital Opinion Leaders (DOLs) are perceived as practitioners in contrast to traditional Key Opinion Leaders (KOLs), who can be pegged as academics and spokespeop ..read more

Lots of talk goes on these days about what’s wrong with Facebook and social media. Much of the conversation focuses on teen self-esteem, misinformation, and privacy.  People make generalized fix-it statements, such as “break it up” or “get rid of engagement algorithms,” that realistically won’t solve the key issues. Some suggestions would likely have very negative unintended consequences. For example, simply changing section 230 to make the social networks liable for damaging user content would likely cause a shutdown of user content and/or an extensive vetting process.  These effect ..read more

Ohio University The post Social Media and Nursing: Guidelines for Protecting Patient Privacy Online appeared first on Liveworld ..read more

HCPs are engaging with providers and patients on social media platforms more than ever. So, how is the virtual world bridged with the real world? Collaborating HCPs are using social media to form communities of interest for sharing cases, medication reviews, and experiences with treatments. They are asking questions and learning from each other, as well as keeping abreast of ever-evolving healthcare trends. The crowd sourcing of information along with immediacy of interaction fits rather well with the fast pace of healthcare delivery, where quick and relevant insights are needed at the point o ..read more

Today, it’s harder than ever for pharmaceutical marketers to capture attention. They face noise from a surge in online usage, new platforms and fewer in-person events. How can marketers keep up and stand out? Keep the following in mind to create attention-grabbing and behavior-changing content. ONE: Understand what your audience wants. Patients want to be understood. They want brands to reflect their challenges, their condition and the journey they’re going through on a daily basis. For example, consider the typical ad for migraine medicines. How many show people laughing or traveling? Instead ..read more

The surge in digital and social media usage combined with the elimination of in-person events is creating new challenges and opportunities for pharma marketers to capture attention. Adding to the predicament are, new platforms such as TikTok and ever-changing targeting capabilities of existing channels make it difficult to keep up and remain competitive. Marketing and MRL Need Better Alignment Given this dynamic environment, we see two problems that typically hinder successful product launches and campaigns.  The first is developing campaign creative that stands out, engages, and is effec ..read more

More engagement is on the lips and on the wish list of every marketer. The common understanding is that “engagement” is an aggregate measure of a variety of interactions, which include clicks, likes, comments, shares, downloads, sign-ups, retweets and re-posts. Engagement is a proxy for conversion in environments where goods and services aren’t directly sold. All media experiences are not equal and have different outcomes. Engagement is a concept that can be used either to compare or to obscure these differences. But the universal desire for more engagement is real and highly competitive. To t ..read more

There is a persistent belief in the wisdom of the crowd. In the public square, this belief plays out in our jury system. Online it plays out daily with the creation and trafficking of user-generated content (UGC). Each day hundreds of millions of photos, videos, social media comments, peer and product reviews, tweets, pins, conversations, influencer opinions, blogs, wikis, podcasts and comments in forums or in communities are posted, liked, and shared. UGC is the digital equivalent of chatting with neighbors and friends. The content created by the crowd is broadly considered authentic, valid ..read more