The Power of Social Media

Posted by Alexandra Fulford on Mon, Mar 16, 2015

Social media is an incredibly powerful channel for a myriad of reasons. For pharmaceutical companies, two reasons in particular spring to mind: One is the ability to use social-media listening to gain insights into stakeholder behaviors and needs. Another is the ability of social media to extend the reach of content and improve stakeholder awareness of an issue, for example via a disease awareness campaign.


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How to Engage With Key Online Influencers

Posted by Alexandra Fulford on Tue, Sep 16, 2014

As mentioned in my previous post, the dynamics of interpersonal interaction have changed and key opinion leaders (KOLs) are no longer the only people who lead and influence opinion. In the brave new digital world, influence now comes from key online influencers (KOIs)—individuals or groups that share relevant content and information that influences others in a significant way.


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Engaging With Key Opinion Leaders Online

Posted by Alexandra Fulford on Tue, Sep 02, 2014

Pharma companies have been interacting with key opinion leaders (KOLs) offline for years, and have clearly established processes in place to do this. However with the growth of social media the dynamics of interaction are changing and companies need to readdress their approach to KOL engagement.


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Why Engage With Key Opinion Leaders and Key Influencers Online?

Posted by Alexandra Fulford on Tue, Aug 19, 2014

The dynamics of communication have changed—we no longer live in a world restricted by physical boundaries or presence. We no longer consume all of our information in paper format. We rely increasingly on digital media as a key information source. In order to communicate “face-to-face,” we no longer need to physically be face-to-face; we can use technology to have live video conferencing.


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The Value of Social Media Listening

Posted by Alexandra Fulford on Tue, Nov 05, 2013

Social media listening has become quite a hot topic, but many people still do not fully understand the value it can bring. This is partly because people do not always approach or structure social media listening around the appropriate business questions.

To really understand its value there are two important elements to consider. Firstly there is no point listening for the sake of listening. It is important to have clear business goals and objectives. What are you trying to achieve? What information do you need? Secondly, and just as important, how will you use this information? How will these insights be integrated into your strategy and decision making?


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