Thursday, June 13, 2013

How Twitter’s New Change Could Help Pharma Dive into the Social Media Pool

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Today's guest post comes from Jim Nichols is Vice President at Stern + Associates, a full-service communications firm that fuses the best of public relations, traditional media, digital, marketing and direct engagement strategies through its Connected Communications (SM) approach. For more information, visit

Twitter recently announced one of the most advertiser friendly programs in the micro-blog’s history: the Lead Generation Card. Now Twitter advertisers can tweet an offer and the service autofills the user’s name, email address and Twitter username. So what does this mean for pharmaceutical marketers today? For the first time, a social network has developed a one-click process that leverages the impact of direct response marketing.

As savvy (and innovative) pharmaceutical marketers continue to test the waters of social media, here are some tips to keep in mind.
  1. Don’t Spam: It seems obvious, and is something that marketers always think “the other guy” does. If you use the Lead Generation Card from Twitter, a promise not to spam can lead to better conversions.
  2. Follow Up: If you are using the lead generation card for samples or other materials, make sure you deliver them within 48-72 hours or earlier. It’s important to keep the momentum alive.
  3. Relevance: After delivering the promise (info, samples, etc.), it’s okay to ask for follow-up surveys. You could also email relevant information about the disease, etc. Only emailing users with sales information will backfire; but relevant information about their ailment shows that you care about their health and well-being.
I could imagine several brands (i.e. over-the-counter cold and cough medicines, allergy medicines, etc.) using this tool as an opportunity to offer product samples. Users would be able to simply click the tweet and receive a coupon to try out the new product.

What might be the immediate benefits of this? Tweets that are timed correctly around allergy, cold and cough season, etc., could provide significant new traffic. Twitter analyst programs like SocialBro can also help pharmaceutical marketers pinpoint the best time of day to send these tweets.

As the healthcare industry continues to struggle to find their place when it comes to social media, Twitter’s Lead Generation Card is the perfect way to dive in and reach a whole new audience that’s valuable for your brand.
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