We are working on developing a social media strategy to actually reach pediatricians online. We are selling baby food and are completely open to using any social/community platforms (i.e. twitter, facebook, linkedin, G+ etc) to connect with our target audience. (1) Which platforms are suitable to generate leads? (2) What are the required steps to develop and implement a successful social media strategy for this target audience? Thank you!
It feels like this is a cart before the horse strategy, especially since MDs aren't avid social users. That said, you'd be well served by an influencer program and I'm happy to talk to you about that approach if you'd like to call.
All the best!