Facebook silent no more for pharma

Until now pharmaceutical companies could launch a branded Facebook page, post news and offers, yet disable comments by viewers to avoid monitoring for adverse event postings. Typical for corporate pharma facebook sites, product pages are harder to find.

However, Facebook has notified pharmaceutical companies that by August 15th they must allow dialogue on these walls. The reason was to enforce and preserve the social spirit of Facebook.

What choices do pharmaceutical companies have after this deadline? There seem to be three options:

(1) Keep their wall pages post free, rendering them like a static website and discouraging return visits and engagement. Per this example.

(2) Continual monitoring and vigilence of content for adverse events using a specialized app or wrapper around the facebook page, and reserving the right to screen for event tracking.

(3) Stay on the sidelines, hard to imagine viable in the long term, given the millions in target demographic consumers that regularly browse Facebook daily.

I would predict an increase in option (2) by this time next year.

Search Engine Optimization -- feeling the impact

Often I am asked by clients I consult with how to improve their search engine optimization. This is a great question, since data shows that:

* Organic searchers are expressing intent and are highly engaged after landing on the website

* More search clickers find the organic listings than the paid listings

* Google is roughly 90% of search engine traffic and is of particular interest.

* It does not require any additional paid media spend

Put it all together, and organic search is a terrific ongoing strategy to enable acquisition for CRM programs.

There are best practices for SEO, and they apply whatever the size of your website.

Consider this Blog you are reading now. As a small time, twice a week technical blogger, I need to get my blog website traffic from where ever I can. Sure I have a few long standing referrals, like Gower Publishing and The CementBloc. Those contribute some traffic. Lately my order of magnitude of visits has doubled, knock on wood. I see this on my Google Analytics reports. The reason is organic search, one of the most high quality sources of traffic you can have.

How did the organic search to this Blog here grow so much, especially on Google? That is a lesson for all website developers in Search Engine Optimization.

Just try running the Google search of "IMS acquires SDI."
Good grief with all the news wires out there, how did this mid-frequency blog of Healthcare Relationship Marketing get to be a top 5 result (and top 5 gets over 70% of the visits) on such a major news story of an industry? This was not planned, I can assure you, but every day, traffic comes here from organic Google keyword searches on that topic.

* Become search-able. Include textual content on highly searched areas: such as tablets, digital trends, health industry and social media, often. Avoid Flash embedding of key text areas.

* Use relevant meta tags. I think my titles and labels really help here.

* Try to become "authoritative" and have valid factual sources on particular areas.

* Multichannel promotion of the website. -- as I update my website, I Tweet, Email, Linked in, and Facebook others so they can have a path to come back here.

* Get your website pointed to by highly respected and trafficked sources. For this blog, things really took off once I got pointed to from highly Followed Tweeters like Relationship Marketing update by Bruce Brown and Salesforce Daily from Paul M and technical blogger J. Polonetsky. Getting pointed to by industry websites by Kyp and adPharm were tremendous helps in not only referral traffic but in establishing credibility for organic search. a big help

Want to dive into SEO traffic for your organization? Feel welcome to contact me at The Bloc.

Also, there is a website from SEOmoz that can give a tutorial and a blog community called SEOMoz where diehard practitioners of search engine optimization best practices for years have been congregating and sharing best practices.

Facebook: cost effective, quality CRM leads

Lots of news recently about advertising on Facebook. Online Media Daily cited E-Marketer data that projects Facebook advertising revenues doubling in 2011.

Yet, on the other hand, an Adweek article last week that Facebook click through rate performance is "abysmal" at about 0.05 percent. Furthermore, the article notes that "The worst performing ad category on Facebook, per Webtrends, was healthcare, which generated 0.011 percent click-through rates and an average cost-per-click of $1.27." That Facebook CTR seems too low for what we've seen, but do not let that deter you either way.

Here is a missing piece of the puzzle: We at The CementBloc have seen that in several major consumer female health categories, that the Facebook click-through leads on pharmaceutical websites are fairly engaged and qualified, far exceeding the goal oriented activity of banner ads on behavioral media networks. However, the Facebook leads are less engaged and goal oriented than either paid or organic search.

What do these numbers mean when put together: A compelling short term Facebook campaign in a high volume consumer health category may let you place 100 million impressions; with ever more demographics on Facebook continually, gaining your large impressions is becoming quite easy. Then your campaign (if having a slightly higher CTR than cited for health) would get 20,000 website visitors for about $26,000. If 10 percent of those attain goals, you have 2,000 highly qualified leads (e.g. registrants or screener takers) at about $13 per qualified lead.

This makes Facebook still more efficient than paid search, and indeed worthwhile considering as a small to mid-scale part of your direct-response consumer marketing mix.

Moms on Social Media -- Behavior Segments

I've worked on a variety of consumer social media monitoring analyses across therapeutic categories. When analyzing the source of consumer posts, there is one commonality: mothers networks. Conversations on allergy, immunization, nutrition, diapers, cosmetics, and a host of other health topics are being talked about on major Moms' social networks. After Facebook and Twitter, the next leading source is often from Moms.
There are plenty of communities, have been for years, and they keep growing. Here is one search result which leads to indexes of Mom social sites.

Thus, it was fascinating to find this recent article in the latest print edition of Quirk's Marketing Research Review, a great synethsis of practical research results. (see the online portal).

The article summarized the BabyCenter 2010 Mom Social Influencer Report. Definitely worth a read if you are marketing in a health category where mothers are a core segement.

The emphasis is on influence, and breakouts are by segment. Take a read, and learn about:

Influencers are:

* Field Experts: Young, stay at home, 8% of Moms, 33% of influence

* Lifecasters: Lifecasters, tell everything online, 8% of Moms, 34% of influence

* Pros: Gen-X Moms, sharing expertise and advice, just 2% of Moms, but a high index at 11% influence

The influenced are:

* Butterflies: Young professionals, self-confident, online to socialize; 16% of Moms, 7% of influence

* The Audience: online to listen, 66% of Moms.

Essentially the splits are based on generation, educator vs listener, and how much social media is within your life's fabric. Field Experts and Lifecasters are large and disproportionately influential, in sharing their experience, and also recommending brands they favor. Pareto's 80/20 rule also holds: according to the segmentation and analysis: "18% of social moms wield 78% of the overall influence." Most are learning from the hard core bloggers, posters, and stay at home enthusiastis.

Facebook as the new homepage - Thoughts on Juverderm

Increasingly, healthcare companies are dabbling with some kind of presence on Facebook. The most impressive execution I've see thus far is the Facebook pages from Juvederm, an aesthetics product from Allergan.

The Juvederm Facebook presence is essentially an alternative home page, with extensive product information, a doctor finder, and before/after pictures. Also included is detail on a promotional campaign celebrity spokesperson (Dayna Devon). There is fair balance as well. Most of these Facebook panel sections actually click through to interior pages on the Juvederm website; making this Facebook an alternative home page, or perhaps thought of as a "landing page."

But the question arises, from where are people landing? That is, what is the beginning of the prospect's user experience that gets them to Facebook? Not clear from browsing around, but here are some potential examples:

* A 40-something Facebook user sees a friend's post and perhaps photos of a friend who describes taking juvederm, or the friend uses more general terms like "dermal filler." This can prompt our prospect to search within facebook, and call up the Juvederm presence

* An offline advertisement (print, TV, in office, out of home) says, "see us on Facebook," prompting a prospect to search there.

*An online referral right to facebook, from a website or even another Facebook presence.

Hopefully we will be able to measure the pathways similarly to how we can measure website referrers.

Thus it seems that Facebook is growing as an acquisition component. 30-somethings and 40-soemthings are using it increasingly. However, marketers are encouraged to not build another island, but think through the experience to get them there.