Want to level up your omnichannel marketing? Read on!
During a congress like ESMO, we’ll see 700 or more posts about brands in breast cancer and other diseases. Each post generates likes, reposts and replies. Together, this means thousands of trigger-based engagement opportunities with your targets.
Here's an example from ASCO. Check the likes and reposts:
Dr. Eleanora Teplinsky at Valley Health System on DESTINY-Breast04 in metastatic breast cancer
For every post about your brand, you can engage with the HCP via NPP or rep visit. You can also engage when HCPs repost or reply to a post about your brand.
"Social media is a powerful channel and key to our omnichannel strategy." – Jemeleth "Milet" Koo, social media lead at Genentech
For every post about a competitive brand, you can take a similar approach. If the post is positive, this can be hard to act on. But if the post is neutral or negative, you can engage with your targets via NPP or rep visit.
During a congress, HCPs are actively thinking about potential practice changes. After the congress, use social media as a trigger to engage with your HCPs.