Here’s the thing about digital and social media: Social media drives awareness, builds brands and influences stakeholders across varied industries. But is it relevant for biopharmaceutical companies? Yes. For companies at all stages? Yes! Social media has become a mainstay of communications and even plays a key role in areas such as investor relations and stockholder actions. Did you know the Federal Trade Commission now allows companies to disclose material information on Twitter? And analysts aren’t the only ones online. Reporters actively follow company-related news, get story ideas from social media sources and many even prefer to be engaged through social media. The truth is that it’s no longer enough to just participate in the game; you have to play smartly.
Good news and bad about social media and health care.
The good news is that social media can be a powerful communications tool for companies in the health and science fields. Social media is one of many channels companies can choose to tell their unique story. The not-as-good news? The Food and Drug Administration’s lack of leadership in providing clear guidelines has somewhat complicated adoption of social media in industry communications, particularly as it relates to products. Companies must still tread very carefully to insure regulatory compliance, but tread they must.
What stories can companies tell?
At Spectrum, we’ve built a successful social and digital media model for our biopharmaceutical clients that’s based on building credentials – in our clients’ particular scientific areas of expertise, for the companies themselves, their pipelines and their products as appropriate. Our clients are using social media successfully – and compliantly – as scientific platforms providing greater context to data and milestones, for financial communications, to build thought leadership platforms and to set the stage for a marketable product. Companies can communicate key messages, engage with target audiences and infuse the innovative and scientific characteristics that make them special.
A successful approach is an integrated one based on strategy, and often that strategy involves helping our clients methodically chart a course from one stage to the next in the business life cycle. Whether it’s through targeted blogs, Twitter feeds, Facebook posts and pages or Instagram, companies are regularly engaging, informing and resonating with audiences, driving conversations and influencing perspectives.
How can we help you find your voice?