What Pharmaceutical Marketers Need to Know about Facebook and Instagram

Over a billion people around the world engage with Facebook in a typical month, and Instagram isn’t far behind with 500 million using it each month!  (Medical Marketing and Media)

With that in mind, one can’t overstate the impact pharmaceutical marketers can have if they simply maximize their usage of Facebook and Instagram.  But, there are some important things to know about how to best achieve this:

For one thing, don’t think Facebook is only accessed by teens.  Parents and users over 45 quite commonly use Facebook, for a variety of reasons.  Young parents and caregivers are two groups with a large participation on Facebook, and they are seeking answers.  Answers pharmaceutical marketers might be able to help with.

Also, there aren’t pop-up ads.  When ads show up on Facebook and Instagram, they are part of the feed.  This tends to be more personal and can help pharma reconnect with the individuals they serve.

Additionally, you can target users by age, gender, location, specific interests, and device, with Facebook.  This can be extremely helpful when trying to market a particular product that might be more applicable to a certain target audience.  

Another helpful approach involves building a branded page.  With this, drugmakers can contain their media content, and it helps use Facebook for advertising.  

Although, unbranded pages have potential, too.  AstraZeneca has a page specifically for those suffering from COPD.  With nearly 100,000 members, it definitely has an impact.  

Don’t neglect the importance of video, either!  In September, a GlaxoSmithKline Facebook campaign to raise awareness about meningitis has resulted in nearly 2000 likes and over 63,000 views.  Pharmaceutical advertisers who bring their videos onto the platform have seen some positive results.

Another option, used by Pfizer, involves Facebook’s product known as Canvas.  This combines text, links, images, and videos for a full-screen experience.  It provides the perfect opportunity to advertise.
Finally, be aware of the differences between Facebook and Instagram.  Many people go to Facebook for content, and to find information.  But users of Instagram go more for inspiration.  Pharmaceutical marketers can tailor their usage of the platforms to meet the needs of both kinds of individuals.