How to use social media in the omnichannel journey
We really enjoyed this podcast with our friend Kallie Carter, who recently led omnichannel marketing at Eisai. Check out our favorite moments:
Medical.watch: How does social media data fit in the omnichannel journey?
Kallie: A marketing group would look more at the national conversation…what are national opinion leaders saying about clinical trials or new research, whether it's for our product or a competitor's product. Or to better understand how the paradigm of treatment may be shifting in certain spheres.
Social media is useful in terms of gathering insights, to develop positioning or messaging, but also to have follow-on conversations with key opinion leaders that we have relationships with. There may be points of view that were expressed online that maybe weren't expressed directly to us. This allows us to have deeper, better and richer conversations. 👍
Medical.watch: How about on the sales side?
Kallie: On the sales side, having the data in a way that gives local insights into the regional opinion leader conversation is really useful information for the salesforce to understand. For example, how peer-to-peer engagements work when they're not in a conference or live setting. 💡
It also gives the salesforce an opportunity to receive information in a timely manner, so they can follow up with the physician. For instance, if something is commented on that's not correct, you can go and have a conversation with the physician and provide education if needed. Or just understand what further support and value you can add, based on what's important to the physician.
Medical.watch: Any advice for marketers new to using social media data?
Kallie: Sure, frequency of data is really important. Data is more beneficial if it's received on a timely basis, so actions can be taken on a timely basis. Ideally, being able to receive the data on a weekly basis is a reasonable timeframe.
With social media you can capture down to the individual level, which is really the holy grail of data capture. 🙂
For more insights, watch the full podcast:
Quotes are lightly edited for clarity.
Kallie Carter founded and heads The Next Level, which conducts transformational consulting and coaching focused on unlocking untapped potential of organizations and professionals to drive further growth. Areas of expertise include pharmaceutical/biotech marketing, omnichannel marketing and digital transformation.
Kallie has over 15 years of experience in the pharmaceutical industry. She has extensive expertise in brand management/general marketing, multi-channel and digital marketing, including leading a team in the development of this capability when at Bristol-Myers Squibb. Her depth of knowledge in this space lent well to delivering high performance during the COVID-19 pandemic. As a result, she led the next step in evolution with the omnichannel marketing business model at Eisai, as senior director/head, omnichannel marketing.
Reach out to Kallie on LinkedIn.
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What we're reading
Storyclash post, "Top 10 influencer marketing KPIs for successful campaigns," September 10, 2024
Sprout Social report, "The 2024 social media content strategy report," September 9, 2024
MM+M article, "More siloed than ever: Pharma's deep digital disconnect," August 29, 2024
Sermo post, "Mastering the influencer game in healthcare marketing," August 26, 2024