Philadelphia, PA — AstraZeneca has been investing in supporting people via social media for 6 years. Their goal is to educate patients about available resources (including cost, access, affordability) and to address specific product inquiries. They gain great insights there, too. It’s not all easy work. People talk about everything – from adverse events to personal medical information.
AZhelps uses Hootsuite to listen for comments about their products. When they see a comment that meets their engagement criteria, they respond. Clear rules of engagement mean they don’t respond to every tweet they see. Frank Lock, Director of the Information Center at AstraZeneca said that in the first two quarters of this year, the team responded to 34 questions about affordability and cost and 16 about specific product questions.
They’ve built their social support system right in the call center with someone (Heather!) who is experienced addressing customer questions and is scheduled and dedicated to the task.
Some of the questions can be answered online (like “@twittername Maybe we can help … you may qualify for our savings card program. http://…) Others need the deeper kind of conversation that only a live connection can support. For those, tweets direct customers to the call center: “@twittername We’d like to find out more about your experience while using our product. Please call 866-478-3798”
What’s the value proposition to Lock? It’s education. People don’t have as much time with their physician as they might want, he said. They might remember something about the prescription, but not everything. So they reach out to fill in those gaps. If a patient doesn’t feel comfortable with those answers, they might not take the drug.
Mary Ann Belliveau, Sales Leader for Health and Wellness at Twitter joined Lock to talk about what new tools pharma is using on Twitter now. Big moves: Adding an image to cover ISI or adding a video to earn a longer-form engagement.