In addition to reaching HCPs and patients, you can also use social media for corporate communication. Within Life Sciences & Health, the presence of Dutch company pages on social media is limited. This is a shame, because a company page is a fast and personal channel to communicate about company updates, background information, news or other developments. In our view, a company page of a Life Sciences & Health organisation should at least meet the following ten points. Get started or get help from a specialist!
Create a clear, high quality profile photo (logo) and cover photo that fits the organization.
Write a catchy bio with only the most important information about the company and publish the correct general information (contact details, etc.)
Define your target audiences and create different content themes based on this information.
Create a visual style for the social media posts that fits the organisation.
Create a tone-of-voice that is reflected in all messages. By doing so, you’ll write all content in the organisation’s language.
Pay attention to publishing your content. For example: is the most important information readable before the “read more” button? Is it necessary to put the link in the post? Which hashtags and mentions are relevant?
Plan the content systematically. For example: what events are relevant to post about? And what is the best time of the day to publish?
Encourage interaction by including questions in your posts.
Reply to questions or comments! This seems logical, but in many cases we still see a lot of comments to stay unanswered. So make sure that someone is responsible for webcare.
Social media is a fast medium. Therefore, do not stick too much to previously created content themes. Current events or developments within the organisation may require a new content theme. In addition, ensure that you take a critical look at current content themes every now and then: are these themes still relevant for your target audiences?