Pharmaceutical companies have taken a long time to start using social media in the first place, but the industry is still struggling to fully embrace the digital space. There are now more than two billion active social media users, almost a third of the world’s population. Customers are talking about health on the internet, and in recent years, some pharma companies have found ways to reconcile creativity with compliance on social. Others are still searching for a comprehensive strategy.
Consumers today don’t just “go” online, they “live” online. They use social media to engage with brands on a regular basis, which implies that they reach out with questions, concerns, and reviews. Just like their favorite skincare product or airline, they expect health companies to be available in the social space. If pharmaceutical companies are not engaging with their audiences in social, they are missing a critical opportunity to positively enhance their customers’ overall experience. And pharma’s customers of tomorrow will have even higher expectations.