That's 10,800 units of Allegra sold coming from the Facebook page
Last week I spoke at the Advanced Learning Institute’s Social Media for Pharma conference in New York City. “The pharma paradox is everybody wants to be innovative but nobody wants to be first,” said cochair, WPP’s Bill Evans. What was great about this intimate event was the specific case studies shared that offered examples for other companies. I’m going to highlight a few that resonated with me.
Facebook Page Contributes to Bottom Line
Shermon McMillan, Senior Marketing Manager from Chattem, a Sanofi Company, and William Martino from Saatchi & Saatchi Wellness discussed Allegra’s marketing efforts during the transition to over-the-counter. As part of their strategy, the Allegra team created a Facebook page with an open wall to communicate with their large target audience. The team has all of the content preapproved by medical/legal, and they work 2-3 months ahead. They have a variety of frequently asked questions, standard responses and thanks messages pre-approved. Many of these are also used for Allegra’s Twitter account. The brand team promoted the social media tools via ads, including Facebook ads.
respondents wanted a clear understanding of how they'll benefit from giving up data
How much private information are you willing to share online? It probably depends upon who is asking, what you are getting in return and how much value it has to you. McCann Truth Central performed a quantitative study on privacy including 6,525 global consumers in July 2011 across 6 markets – UK, USA, Hong Kong, Japan, India, and Chile.
The researchers discovered a new understanding of the word privacy. “…‘privacy’ is a complex, multi-dimensional issue that encompasses everything from personal, real-world snooping to sharing data online. Further, when it comes to data sharing one must unpack the issue even further as consumers categorize data into different categories, e.g. shopping, location, personal, medical, and financial, and have varying degrees of concern with sharing each type.”
While the study found anxiety about the potential threats to reputation and finances, consumers were accepting of the use of personal data (including the text of emails) to serve up targeted ads online. And there was good news for pharma: pharma ranks among the industries that survey respondents trust most to safeguard their data – behind only banks and credit card and medical companies.