With 706 million users, LinkedIn it may seem like a minnow compared to other social media platforms like Facebook, which boasts 2.7 billion users. But when it comes to your pharmaceutical brand, LinkedIn is a much more productive platform for professional audiences.
Research has shown that 46% of physicians participate in social media for professional purposes, up from just 34% in 2019. Due to the ability to control privacy and profile discussions, LinkedIn has become the platform preferred for professionals in the pharmaceutical field.
And these audiences are willing to participate.
Why Consider LinkedIn
A recent Hubspot study found that traffic from LinkedIn drives the highest visitor-to-lead conversion rate of any social media platform. Which makes it 277% more effective than Twitter and Facebook.
LinkedIn hosts a variety of unique audiences that can become fruitful leads for pharmaceutical professionals. Payers or formulary decision makers can serve as valuable targets. Research shows that formulary decision makers are online in large numbers and are actively seeking content from pharmaceutical organizations.
This makes them ideal targets for sponsored content campaigns promoting new studies. Which can make it easier for these people to make a decision about a new drug.
Unlike Twitter and Facebook, LinkedIn offers a more holistic picture of your brand’s audience. Perspectives on job titles, seniority. Just as skills and location take out a lot of the guesswork often associated with social media targeting.
It also allows you to network more easily with professionals in your field.
As in other social media platforms, you should not go without having a complete and developed profile, both for your personal account and for the pharmaceutical brand you are promoting. Go the extra mile so your audiences don’t have to.
Your personal brand is just as important as the one you’re representing, and your contacts should know exactly who you are and what you’re doing when they see your personal and company profiles.
Construction Profile Equity
Regardless of the campaign you are running, you should also build credibility through your profile.
Know how your audience uses the platform
Effectively reaching these audiences depends on how well you know their habits. Take a look at your group activity and individual profiles. Do they mainly like and comment or share content? What type of content? Could your organization contribute to the discussion?
LinkedIn groups can be especially valuable when it comes to lead generation, and some of these groups can provide direct networking access to a large number of professionals in your field. Having an understanding of the group’s purpose before contributing, using proper etiquette, and offering valuable insights and services can help you organically build a reputation as an expert or thought leader within the field.
Using Sponsored Posts for High-Impact Growth
Historically, pharmaceutical marketers have been more cautious on social media due to FDA regulations. LinkedIn Sponsored Messages, known as InMail, are generally considered a safer option for pharmaceutical professionals as they do not allow public comments. These messages are sent directly to the inboxes of specific LinkedIn members. Be careful of over targeting with this method; the more focused your efforts are, the more successful your outreach will be.
Examining your audience’s behavior is also a must to get the most out of your sponsorship posts; You’ll want to make sure your ads are visible during peak app usage by your target demographic.