Navigating Social Media in Pharma: Influencer Partnerships, Patient Voices, and Ethical Engagement

In what ways will social media platforms and patient communities influence pharma marketing, and what strategies can companies use to ensure ethical engagement?

In the late 2000s, a few pharmaceutical brands began testing the waters of social media. Today, nearly every major pharma player incorporates social media as an essential component of its omnichannel strategy. This evolution is unsurprising, as nearly every patient and caregiver community now turns to social platforms to search for disease-related information, share treatment experiences, and support one another.

When conducting social listening for clients, we observe active and vocal patient communities across various platforms. Understanding what patients say about their conditions and treatment experiences allows pharmaceutical companies to better meet their audiences’ needs and address challenges while also providing valuable insights to inform marketing strategies.

The voices of social influencers have become increasingly influential in shaping patients’ opinions, including their treatment choices. Some pharmaceutical companies recognized the value of partnering with patient advocates and key opinion leaders in the social space early on and embraced the opportunity. However, many still rely on more traditional approaches, such as running paid ads with disabled comments and limited channel engagement.

Both approaches have their merits and drawbacks. Collaborating with patient or lifestyle influencers enables pharma brands to tap into loyal audiences and add a human touch to products that might otherwise be perceived through a purely promotional lens. Depending on the influencer’s reputation and audience, such partnerships can either enhance credibility or result in backlash. The good news is that there are ways to minimize risk and set pharma brands up for success when entering the social media realm. Brands should initiate social listening in the early stages of shaping their marketing strategy to help answer questions such as:

• Which platforms are most relevant to the target audience?
• How should branded or unbranded communication be tailored for each platform?
• Are there opportunities for paid partnerships?

For brands considering engagement features on social channels or partnerships with influencers, thorough preparation is essential. This includes creating well-designed community management playbooks, response libraries, adverse event reporting processes, and influencer engagement guidelines. These tools help brands anticipate and address potential scenarios, ensuring they are better equipped to navigate the complexities of social media successfully.