Over the past two years, the number of healthcare companies who have started to embrace the use of social media has skyrocketed. In fact, almost all of the top 15 global pharmaceutical companies have established impressive corporate social media communities, and continue to demonstrate impressive execution of social media campaigns and initiatives. And the better news is - they’re not just talking at people, but with them too.
While many healthcare companies have embraced social media for corporate and unbranded campaigns, there are just a select few who have translated social media success to brand marketing. To many healthcare marketers, “fear of the unknown” still prohibits the integration of social media into brand plans for prescription healthcare products. But in this day and age, those fears are far more prohibitive and limiting than anything else.
For this very reason, the few brave prescription healthcare brands who have established a branded social media presence are not just leading the charge, they’re completely owning and dominating the space. Here are the top 3 (in no particular order):
1. ELOCTATE [Antihemophilic Factor (recombinant), Fc Fusion Protein], Biogen - Twitter & Facebook
2. GILENYA (fingolimod), Novartis - Twitter, Facebook, YouTube
3. KALBITOR (ecallantide), Dyax - Facebook
All three brands have made an exceptional effort to identify the most important social media channels for their brand/therapeutic category, and have excelled at establishing meaningful communities. Kalbitor represents possibly the most important example that "it can be done," as the product label includes a black-box warning. So, if you're still on the fence as to whether or not "if can be done" for your brand, take a few minutes to check out the platforms above. And remember - if you're not talking about your brand on social media, rest assured someone else is.