Social media in pharma isn’t as scary as it once was. Brands have been running brand Facebook campaigns for a decade. That said, social media has rapidly changed from community engagement to a performance marketing and entertainment channel. The landscape of channels has shifted from Facebook and Twitter to the additions of Instagram, TikTok and LinkedIn. Understanding the complexities of “doing social for pharma brands” and how to engage with health audiences across social media platforms is critical to maintaining relevance and performance. CMI Media Group’s social media and content enterprise, Centered™, provides guidance and solutions to health brands on the demands of today’s social landscape.
While social media shifts more and more towards the vertical video style of content, consumers are expecting a similar experience from advertisers. It’s difficult for brands to replicate authenticity. On the bright side, influencers are offering this experience and are open to partnering with brands. Centered identifies and manages partnerships with patients, caregivers and HCP influencers to develop unique content that reaches captive audiences. (Add examples here)
As brands have gotten more comfortable with social content, we’ve seen an improvement in the development of eye-catching ads, but being eye-catching doesn’t always equate to results. In fact, extra effort, in some cases, results negatively in volume of content being too low and viewer fatigue becoming prevalent. Many times, simplification is the answer to driving key actions. Our approach is to build or optimize content that is fit for purpose to achieve campaign objectives while using the latest in AI and automation.
While comfortability in social media has increased, the changes are constant. Centered’s social experts develop guidance solutions to ensure all stakeholders are aligned and regulatory protocols are met. This includes development of playbooks, SOPs, community management and social management system configuration.
With the unique demands of each enterprise, Centered can step into a single campaign or a fully integrated team of social media experts at every single intersection of social.
To learn more about Centered for your brand, visit cmicentered.com or email [email protected].