Engage’s 3-minute appointments continue: OTC communication on Facebook and Instagram
Facebook has launched an important campaign to sensitize pharmaceutical companies to use the social network for the promotion of over-the-counter products. Great opportunities but also strong limitations which risk distorting the relationship of these channels.
In the new episode, Stefano Vitta introduces the evolution of the scenario to which pharmaceutical companies must prepare for the communication of theirs counter products on Facebook and Instagram .
This is a new context in which there are still no consolidated practices. You need to experiment and in the video are proposed some tips to begin with, for example, the targeting capillary and the possibility of building a funnel that leads the user directly to the pharmacy.
Obviously, there are limitations of the sector
The main one regards the impossibility for users to interact with the sponsored content, making the communication unidirectional and more similar to the first generation channels than to the new platforms, whose engagement dynamics is based on the construction of the relationship .
Given the opportunities and their limitations, will the future of OTC communication be Facebook?