WHAT IS A SOCIAL MEDIA INFLUENCER? 

A social media influencer is an individual who exerts an influence via the various forms of social media (e.g. Twitter, Facebook, Instagram and blogs). This may be someone who uses their existing high visibility (e.g. a celebrity) to influence opinion or they may be an individual who has a following within a niche. 

RELEVANCE IN THE PHARMACEUTICAL SECTOR 

The pharmaceutical industry is starting to consider using social media as a way to increase brand awareness. While celebrities may have a wider reach, other individuals with a more focused social media profile (who have a reputation within a therapy area) may have a greater impact. For prescription medicines pharmaceutical companies have to avoid what might be considered to be direct to consumer advertising and using terminology implying influence (see CEM’s page on Terminology). This is obviously less of a problem for consumer health products where direct to consumer advertising is permitted and the traditional influence models still apply. Different regulations may apply in different countries. CEM’s research has highlighted that doctors and scientists are becoming more visible on social media and this trend can only continue as a younger generation of individuals increasingly gain prominence. 

CEM’S SOCIAL MEDIA IDENTIFICATION AND TRACKING CAPABILITIES 

In response to requests from clients, CEM has the capability to identify medical and scientific individuals with a presence on social media. We can track Twitter, Facebook, Instagram and blogs. Other social media channels such as LinkedIn can also be included. When this is combined with CEM’s abilities to map the key external experts / key opinion leaders then we can square the circle. For more information please use the Contact page. 
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