Social media health communities and listening
A recent report by PwC has found that online consumer communities were found to have larger numbers of members and interactions, by both community moderators and members. These communities were more active and mostly driven by their members. The dialogue continued over weekends in contrast to healthcare companies communities. The interactions that did take place on the healthcare company sites were between organisation and consumer, sharing an educational resource or resolving a customer service issue. Only 5% of what was said in these communities was negative and 80% was neutral.
However, don’t give up on communities as online consumer communities can help your firm by allowing you to listen to how these communities feel about brands and conditions they treat. consumer product such as Gatorade monitors social media and deduces what its customers want and what’s next — or should be next — for the multibillion-dollar beverage brand. Many pharma companies are starting to tap into social media communities to listen and use as a form of research. This was highlighted in an article on topics discussed at discussed at PMRG 2012. Will Pharma embrace the social media listening like consumer product companies?
At DigiPharm in September you will hear about both these topics. Lars Bøgner, Head digital Centre of Excellence at Leo Pharma will discuss the value of social media listening for pharma and Claire Payne, Head New Customer Channels, Strategy & Innovation at Merck Serono will discuss her experiences with the Real MS Voices community and how they are changing the way they interact with the communities they serve.