So I’ll begin my first blog post to say that, ashamedly, I have been a voracious consumer of content surrounding digital and social media in the pharmaceuticals industry, but never really one to engage.
For example, I have accounts on all the major networking tools such as LinkedIn, Twitter, Facebook etc, but I primarily use them (along with a number of blogs) to monitor trends, viewpoints and discussion surrounding the digital arena. I don’t really get involved in the wall-posting and virtual-turnip-growing interactions that occur between my friends on Facebook. I do, however find myself having to monitor my events and message inbox, as this is the forum that many of my friends use as their primary form of communication.
It’s only really now, after a long while observing how others interact within these media, that I have been able to decide for myself that I have a contribution to make to the debate, that my input into the discussion may be valuable to others, and that maybe I should put myself out there into these ongoing discussion in order reap the benefits of engaging.
As I see it, this is also a lesson that needs to be learned by pharma marketers who might view the social media environment with the air of a barrel-clad lady looking out at the Horse-shoe falls. There may come a time where you exhaust all the passive ways that you might push out your messaging to your audience of HCPs (no matter how innovative your conference booth touch screens are), and where do you go from there?