When it comes to social media, device companies are largely Neanderthals.
But there is one company who is not waiting around for a cop out that goes somewhat like this - well, the FDA hasn't issued any firm guidance on how device companies should use social media.
Well, if you are waiting around for that, I suggest you read Samuel Beckett's "Waiting for Godot" where the protagonists wait endlessly for their savior to show up. [FDA did issue some guidance applicable to pharma companies, but it still isn't what companies were expecting.]
But I digress. The company is Medtronic.
Medtronic is not waiting for any savior but has waded deep into social media. Not just deep but well, believes Elis Schadauer, principal and marketing strategist at Tapis Marketing, a Minnesota-bsaed healthcare marketing firm.
In an educational session hosted by trade association LifeScience Alley in Minneapolis on Thursday, Schadauer repeatedly came back to Medtronic, saying that its efforts in social media "are my best practices example."
So what have they done correctly?
OK, so the response from most device firms is predictable - who has the human resources of a Medtronic to devote time to social media?
Fair enough, but here are ther reasons that should get you to reconsider, Schauder says. And pronto:
The above is based on research done by Manhattan Research, Publicis Healthware International, Journal of Medical Internet Research. But wait there's more.
That's according to the 2011 Digital MedTech Physician Study conducted by Manhattan Research.
So if doctors are looking to learn more about devices, why not create a corporate YouTube channel where you can upload videos of the product.
Need bit more convincing: social media marketing and engagement is far cheaper than traditional marketing methods to raise brand awareness in healthcare. Get on the bandwagon fast or the information age and lead generation opportunities afforded by social media will pass you by.
By Arundhati Parmar, Senior Editor, MD+DI
[Photo Credit: Flickr user juaniraola]
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