Zoomedia Blog
Recently, I dove head first into the social media space. Sure, I develop social media platforms for our clients, I’m on LinkedIn and occasionally, go onto Facebook to interact with friends and family, but I was always reluctant to take the full plunge. Part of my resistance was the fear of opening up a floodgate of communication that would be distracting and difficult to control. Instead the opposite has happened. I’ve found people I have not talked to in years, gotten involved in groups that have educated me on everything from design to politics, and generally have a new dynamic way of reaching out to my peer group.
So what does this have to do with life science communications? Plenty. The model of pre-defining a brand prior to launch is rapidly becoming antiquated. Patients and health care professionals alike are rapidly shedding their historically passive involvement and are now leading the online brand conversation while marketers and brand managers struggle to catch up.
This is a challenge particularly for companies operating in the highly regulated world of life science communications that demands caution and control. The reality is that there is nothing you or anyone else within the industry can do to stop this movement – it is organic and based on a premise of democratization of information in its purest form. So what should we do?
The answer is a simple one. Listen and learn. Make yourself aware of the conversations that are happening and the tools at your disposal. What you do after that is entirely up to your regulatory environment and what best fits your brand. The YouTube campaigns launched by Johnson & Johnson, GlaxoSmithKline, and Abbott may seem a little adventurous for some but illustrate the possibilities that exist and how companies are figuring out ways to benefit from this fluid, interactive landscape. Hey, if the FDA has a YouTube channel surely it is time for you to have one too?
When I moved from print and advertising into interactive media in the mid 90’s, I had to learn to let go of how my designs appeared in a media that was designed to provide a framework of delivery only. It was a tough process and caused many sleepless nights. Similarly, the life science industry needs to wake up and learn how to work within this new environment – learn to let go a little. We as an industry need to figure out a way to join the conversation and redefine our marketing strategies to fit today’s world.
Go ahead and take the plunge – if you want us to hold your hand while you test the water, give us a call.
Tags: Web 2.0, Social Media, Product Strategy, Patient Strategy, Global Strategy