Recently, the CDC released a new resource to help health communicators utilize social media for communicating health data – the Health Communicator’s Social Media Toolkit. This new tool is a great asset for the public health community to establish a framework for utilizing social media.
Similar to the public health/government agency community, the pharmaceutical industry’s highly regulated nature makes similar “tool boxes” a great way for companies to keep their efforts in line with how they can and should be using social media. Here are three key “tools” that every pharmaceutical marketer should integrate into their tool box.
- Governing Guidelines: This may sound obvious, but with FDA guidelines on social media usage pending (expected as early as December, says Pixels and Pills), a clear set of governing principals for how companies utilize social media will be key to their success in the space. Once the FDA issues their guidance, the current “trial and error” approach to social media will no longer be acceptable. In the meantime, companies should be planning for how they will utilize the “safer” avenues for engagement such as podcasts and YouTube.
- Educational Resources: As pharmaceutical companies expand their investment in the social web, there will be a need for broader education on how each company is engaging in social media – walls will need to be broken down. Companies should define a set of educational resources that define how they are using the platforms they chose to utilize and how each of them function. Mayo Clinic’s Center for Social Media is a great example of this type of effort, but many companies can scale it down for their needs – from the 101 level for broad organizational education to in-depth training for employees that are actively involved in the company’s social media efforts.
- Database of Best Practices: Keeping your organization informed on your initiatives is an important practice to integrate into your organization’s efforts. Many large companies can experience the “silo effect” and miss out on their own company’s experiences with what does and doesn’t work for their needs. Keeping a database of best practices and case examples like Dose of Digital’s Pharma and Healthcare Social Media Wiki can go a long way in sharing the wealth of knowledge in any organization.
And, of course, the box itself is a key component of any tool set. With what seems like daily developments in the social media world, find a format that is easily to update and build upon. Whether it is a wiki or a shared folder, choosing the right format and location for where your tool box lives is important in making sure your organization is nimble.
These are just a small collection of practices that can lead to social media success for the pharmaceutical industry. What tools do you have in your tool box?
Image courtesy threeminds.organic.com
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