Pinterest: A New Frontier for Pharma Social Marketing
As social platforms evolve, Pinterest has emerged as an exciting opportunity for pharmaceutical marketers. Recently allowing pharma ads, Pinterest offers a distinct environment compared to other social networks, making it a compelling choice for brands seeking positive engagement and impactful advertising.
A Platform of Ideas and Positivity
Unlike traditional social networks focused on personal connections, Pinterest is centered around ideation, hobbies, and topics of interest. It’s where users explore passions, research ideas, and curate inspiration. This focus on interests rather than personal interactions fosters a uniquely positive atmosphere—a stark contrast to the negativity often found on platforms driven by political and social debates.
For advertisers, this positivity translates to less negativity around paid ads. Brands advertising on Pinterest experience fewer negative interactions, making it an appealing platform for maintaining a constructive brand image.
A Hub for Healthcare Conversations
One of the most compelling reasons for pharmaceutical companies to explore Pinterest is the substantial volume of healthcare conversations happening on the platform. Users frequently research medical conditions, organize and save relevant information, and share tips for managing chronic illnesses.
This makes Pinterest a powerful channel for pharma brands to engage audiences seeking credible health and wellness information. By providing actionable, visually engaging content, brands can support patients and caregivers in meaningful ways.
The Role of Visual Content
Pinterest stands apart in its content design and user behavior. Pins are browsed in groups, making visually compelling content essential for capturing attention. Success lies in creating:
- Dynamic visuals: Use colors, animations, or video to make pins stand out.
- Clear value statements: Ensure every pin communicates a strong reason to click through.
Pharmaceutical brands can use this approach to craft content that resonates, from educational infographics to patient resources and actionable health tips.
A Less Saturated Market
As Pinterest is a newer addition to the pharma marketing toolbox, it remains less saturated with competitive ads. Early adopters have the advantage of standing out and establishing a strong presence before the platform becomes crowded.
Advertising Options and Compliance
Why Not Organic? LiveWorld does not recommend an organic approach that involves creating a brand profile. On Pinterest, users can save pins to their profiles, which prevents the original creator from editing or removing content later. This is problematic for pharma companies that may need to update or retract expired content or adjust brand messaging in response to regulatory changes. Therefore, leveraging paid ads is the optimal strategy for pharma marketers.
Conclusion
As other platforms grapple with increasing negativity and restrictive policies for pharma marketers, Pinterest shines as a beacon of opportunity. Its positive environment, robust ad options, and engaged audience create fertile ground for impactful pharma marketing.
Pharmaceutical companies can seize this opportunity by crafting visually rich, educational content that aligns with users’ health and wellness interests. By leveraging Pinterest’s ad capabilities and targeting tools, brands can connect with users actively seeking solutions, inspiring trust and engagement in the process.
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Reach out to the author, Dawn Lacallade, Chief Social Strategist, VP-Healthcare, LiveWorld at dlacallade@liveworld.com