Low-risk Social Media for Healthcare Marketing

While the FDA has not passed specific regulations on the use of social media in healthcare device marketing, there are, perhaps, some common sense and low-risk applications of social media for healthcare device manufactures. Here are three that come to mind:

1. Monitor conversations and correct misinformation
2. Promoting preapproved content
3. Talk about product development process

Monitoring conversations and correcting misinformation
You could easily argue that healthcare organizations have an obligation to correct misinformation and potential misuse of their devices. One way for healthcare marketers to get their feet wet in social media is to use tools like Twazzup and WeFollow and even Google to search for product names and references to their brand name. If any misleading information is found on blogs, twitter streams, etc. – a savvy marketer could offer a link to content on their own websites already approved by L and R. A simple “Thanks for your interest in XXXX device. For more information please refer to this link (supply link to approved content) or contact (name of PR representative).

Promoting pre-approved content
Another potential use for social media in healthcare would be to promote already existing content on their websites. With a tool like HootSuite, a healthcare marketer can post updates to Twitter, a Facebook corporate page, a LinkedIn page as well as a plethora of other social media sites with a tiny URL pointing to pre-approved content. Many large device manufacturers have tons of content, whitepapers, studies, videos, technical specifications and patient stories in their library of content. As long as these online resources already follow adhere to regulations, chances are these pieces of content can be promoted via social media.

Talk about product development process
When a new healthcare device is being introduced to the market it’s a little different than introducing a new consumer product. There is a lengthy and highly regulated process including clinical testing and a number of different milestones. This is a great opportunity for healthcare organizations to talk about upcoming milestones and then to promote the completion of others. Usually if device manufactures talk about these milestones, they do so through press releases. Think of social media as another handful of channels for getting that word out.

As one of my colleagues, Rick Foy says, social media can be viewed as the purest form of public relations. I think social media will promote the profession of PR and strategic communications in general. It will become a more important skill that healthcare device manufacturers will need to develop in order to be involved in online conversations.

These are just a few ideas I will be exploring with healthcare device attorney Mark Duval (drug, healthcare device and food lawyer) on January 28th at Life Science Alley. Please join us if you can.