Practical tips for handling ➕ and ➖ comments
When HCPs post on Twitter (now "X"), they’re looking for a response.
This means likes and retweets. If it helps the conversation, replies are even better.
However, if you’re a biotech or pharma employee, you might not be allowed to reply publicly on Twitter. Should you still respond?
The answer is YES. You should always respond when a clinician mentions your product, but do it privately. Use email or text. Don’t reply on social media.
Ok, so that’s clear. But what if the physician says something negative? Neutral? Positive?
All good questions. Read on for answers…
How to respond to negative comments
If an HCP says something negative or inaccurate about your product, reach out to her privately. Ask if she’s open to a conversation to share her point of view.
If she agrees, listen and show empathy. Try to understand her point of view and ask open-ended questions. Use a beginner’s mind. Don’t volunteer your opinion unless she asks.
If she asks for your opinion, make sure to include supporting data or evidence. Offer to introduce her to your Clinical or Medical colleagues. Leave the door open to continue the conversation later.
Next, find several clinicians in her sphere of influence. Reach out to these folks and ask if they’re open to a conversation. If it makes sense, offer to share your data or evidence.
Why this step? By reaching out to several clinicians in her sphere of influence, you maximize your chances of getting one of them to post a positive comment on Twitter. These posts can influence your audience.
To paraphrase UCSF oncologist Dr. Vinay Prasad:
Remember, you’re not trying to change the mind of the original poster, you’re trying to change the minds of the audience. Post for the audience.
More advice from Dr. Prasad here:
How to respond to neutral comments
If an HCP says something neutral about your product, assume good intent. Treat it as a positive. Express gratitude and let her know you’re open to a conversation.
If she’s a target HCP, follow up in a few months. Again, ask if she’s open to a conversation. If the conversation goes well, consider potential collaborations such as consulting, speaking or other opportunities.
How to respond to positive comments
This one is easy. If an HCP says something positive about your product, express gratitude. Like or retweet her post!
If she’s a target HCP, follow up with her. Consider potential collaborations such as consulting, speaking or other opportunities.
Helpful tips
Remember to treat social media like any other interaction. Follow your compliance guidelines.
You should always respond when an HCP mentions your product on social media. The quicker, the better.
There’s always tomorrow. Social media evolves constantly, so if things don’t go well at first, you’ll eventually get another opportunity. Stay ready!