Author: Paul Grant

Corporate personality for pharma in social media

In this article, the fifth in a series of ‘how-to’ guides for the pharmaceutical industry, Paul Grant looks at the way in which sometimes indeterminate ‘tone of voice’ can portray something about the personality of your company. In our last ‘how-to’ we introduced some ideas for pre-approving content to be used in social media engagement. One of the challenges in pre-approving content is that a piece of text can oftentimes be reviewed and approved by many people – to the extent that the original message intent can become very ‘stale’, ‘non-human’ or ‘corporate’ in tone. Whilst it may remain...

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Preparation of pre-approved content for use in pharma social media channels

In this article, the fourth in a series of ‘how-to’ guides for the pharmaceutical industry, Paul Grant looks at pre-approving content for use in a social media engagement strategy. Previously we looked at engagement in social media, particularly thinking about each channel’s unique audience needs or content contribution characteristics. For some pharmaceutical companies, there is an iterative process along the way to achieving truly agile content approval, even if a lot of effort has been expended in scenario planning. A balance can be found between the compliance requirements of your regulatory department/s, and that savvy new breed of ‘online’...

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Selecting an engagement channel and identifying audience needs

In this article, the third in a series of ‘how-to’ guides for the pharmaceutical industry, Paul Grant looks at considerations around channel selection and the unique participant needs for which online communication can be planned. Previously we looked at how to start preparing for engagement through ‘scenario planning’ on the presumption that issues, questions, complaints, objections and challenges (among other things) might be raised by people who regularly use these channels. These common considerations are quite often irrespective of the channel chosen for engagement. Naturally, this does lead to a fundamental next question for a pharmaceutical company: “Which online...

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