Please login to the form below

Revisiting Instagram for pharma

In pharma, Instagram usage is increasing because it offers so many benefits to engage with patients and HCPs

Believe it or not – Instagram, is currently one of the most effective pharma marketing tools around.And with its new story feature, pharma Instagram users can benefit from content which is visually appealing. Because let’s face it, building relationships is not just about impressing them with the sort of content which displays expertise in a given field, but also (and often more importantly) about displaying a ‘human side’ they can relate to.The tired “a picture paints a thousand words” maxim is never more relevant when it comes to expressing this human side, simply because images appeal to emotions when words either fail, or take longer, to hit the mark. Yet deciding to use visuals is only the beginning when it comes to marketing, and from that point you can either master the art or fall flat on your face in a spectacular way.

The nitty gritty – done for you

Fortunately the Instagram story feature does all the hard work for you, so the only input needed is simply to upload the pics or a short video. From there, the ‘story’ will be posted on your page and – more importantly – on the news feeds of your users.The relevance to users is assessed by algorithms which track their interests, so your stories will appear on their walls in order of this relevance – and therefore there’s no need for you to re-post content and therefore run the risk of bombarding your followers and turning them off. More importantly, the content itself is as quick and easy to read as it is to upload, so viewers will be infinitely more likely to engage with it.

‘Tasters’ of live events

If anything on social media has the wish you were here factor, it certainly isn’t adverts or even updates with the words “wish you were here”. Pictures (or even live videos) of an event come first by a mile on that front.So the pharma Instagram user has a prime opportunity to promote medical conferences, patient meetings, community get-togethers and anything which aims to draw crowds – and without the need to conjure up persuasive words to do so. Yet best of all, such stories will not bore followers (even if they don’t attend the events), and so users are more likely to view – and engage in – future content when it comes their way. The knock-on effect is that your brand becomes more known, and then liked, and then eventually trusted. Gradually, your intended customers will be happy to take time out to hear what you have to say, and trust your products and treatments also.

The new ‘Comment Moderation’ feature

With any platform there’s always a risk of unwanted comments, and sadly this risk increases with popularity. Moderating a well-visited site, therefore, can often be a full-time job. The good news? Instagram offers a new Comment Moderation tool which does the job for you. The even better news? It’s much more effective than Facebook’s moderation system.The latter uses a ‘hide’ tool which removes comments, but – if you didn’t know already – these comments don’t disappear to everybody. Followers are still able to see the author’s comment (forever), and that could potentially be a large number of people. Instagram’s tool, however, blocks the comment to everyone but the author.In terms of which content is blocked, the user chooses a list of words (of up to 10,000 characters in total), and comments containing these words will be flagged by the program. Then, the user can choose to accept or reject the comment, with no-one seeing it besides themselves and the author. Instagram also offers suggestions as to what these words could be, but with the added bonus that the list can be altered at any time.

To read the rest of the article, please visit:

20th October 2016



Company Details


+44 (0) 161 818 8399

Contact Website

4th Floor, Churchgate House
56, Oxford Street
M1 6EU
United Kingdom

Latest content on this profile

We need to be better for mental health sufferers
In support of World Mental Health Day, Manchester-based health communications agency, COUCH, is calling out for the industry to do more and to be better for those who need help in this area.
Improving medication adherence by increasing health literacy
Health literacy and therapy adherence are interlinked. Improving health literacy involves removing barriers that prevent patients’ medical understanding.
What pharma marketers can learn from behavioural science
Pharma behavioural science and traditional emotional marketing create a powerful mix of techniques that have impact on real lives.
Health knowledge: Why is it so important?
Health knowledge plays an important role in population health, but by itself is rarely enough to prompt a change in the behaviours that cause the risks.
COUCH study finds almost half of patients skip medication
Young people and less educated among those with less understanding of their health condition, according to UK-wide survey
Does a lack of understanding of human behaviour affect healthcare?
Only by synthesising research across multiple disciplines can we truly understand how to effect patient behaviour change