It wasn’t much of a surprise when medicinal brands started seeping into social networking sites long ago. The day social networking was discovered to be an effective marketing weapon, brands and businesses of every type (from food to apparel and then medicine) has tried to establish a strong web presence and get hold of a large number of ‘fans’.
Medicine brands campaign using social media: the new cliche.
Take for example, Facebook. Facebook is not just your ordinary person’s favorite social network. It’s not just all about faces. Facebook is also a good advertising avenue. And medicinal brands didn’t lag behind.
Probably the noisiest medicinal brand in Facebook would be Alaxan FR.
Look, I am not an Alaxan fan. I don’t put my muscles to maximum use — I can sit all day long staring at my laptop. That means experiencing muscle pain gets a very small percent of occurrence on me. But when I wrote this post, Alaxan came up first on my mind. Mm, probably Alaxan has done a good job on their advertising that I instantly remembered it first thing when I thought about “medicine” and “social networks”.
Now I remember The Search for the Toughest Jobs in the Philippines promo of Alaxan. Now that’s what made me remember. This campaign did not only invade Facebook but also on a lot of blogs. Bloggers are now considered the new-age social media. Alaxan made good use of such fact by letting blogs run contests on behalf of them. Tapping a blog with a huge audience — win-win situation.
I have only mentioned Alaxan in my post but take note that there are also other brands notable of their online presence, among them Enervon (Hapontukin campaign) and Pharmaton (MVP). Hapontukin campaign, I consider a very good one (better than Alaxan’s). Why? Because almost everyone can relate.
How can medicine brands do effective marketing? They’re medicine brands — they’re not really the exciting ones. For me, for such marketing to pursue, the following should be considered:
- use popular social media sites such as Facebook and Twitter. The coverage of both is huge especially in the Philippines
- interesting marketing tactics will do best, like Enervon’s Hapontukin
- as much as possible, visibility should be given priority. Marketing on the wrong places is useless. It’s better to connect with the targeted audience
- Connect to the online users — they will make marketing easier
Those are my opinion-driven notes. People might think marketing medicines on social networks is hard but it is not based on observation. The last point here is that brands should not just do marketing per se, but they should make sure their product description is boldly stated in a transparent way. FIN
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