Medical device companies may be their own worst enemy when it comes to social media.
Since I started working in this field, I've noticed that device companies in general are behind in joining the digital revolution, especially when compared to other FDA-regulated companies in the pharmaceutical and biotechnology fields. In fact, a survey released in December showed that only 16 percent of FDA-regulated device companies reported using social media to connect with customers or prospects.
Even more compelling is that, of the companies surveyed who are using social media, only one of 18 was able to quantify success.
So what's the issue? Many of those device companies that have started using social media are falling into the same trap that numerous other organizations have struggled with: they think that just being on social networking sites - just having a Facebook page or Twitter account- is enough. They're convinced that they're a part of the digital revolution, but many are missing the main point of Web 2.0.
Successfully establishing your presence on Facebook or Twitter depends on engaging people in a variety of ways. Yet many companies treat their Facebook pages like Web sites: the information is static, there are no regular posts and there is no interaction with fans. Simply put, if the comment features on Facebook have been turned off, the only thing a consumer can do is become a fan of the page and click through to the company's Web site.
It's difficult to demonstrate ROI on a Facebook page if the only results a company can point to are the number of fans and there is no active engagement with fans after they join.
I'm not saying that navigating the muddy waters of FDA regulations surrounding social media is easy to do; getting approvals for fan interaction can be an uphill battle with your company's medical, legal and regulatory teams, especially when it comes to product-focused programs. But medical device companies would be wise to consider initiatives that give their audience a genuine reason to pay attention and connect with the company. The possibilities for the medical device industry in the digital space are numerous.
My message to device companies: Don't let the digital revolution pass you by. The possibilities in the digital space are endless, if you can legitimately commit yourself to going 2.0. Before your company launches its social media initiatives, make sure you've got a solid long-term strategy in place that positions you for measurable success. It's not enough to show up on Facebook or Twitter - if make it a priority to engage your audience, you'll be one of the first device companies to achieve real results.
