Pharmaceutical Executive Europe - October 2007 - (Page 13) ONLINE messages have been interpreted and understood by online audiences, identify emerging trends and issues relevant to their brands, track potential threats from competitors and understand customer preferences about brands or services. Monitoring CGM can function as, in traditional marketing speak, a key influencer audit — with the only difference being that the influencers in this instance are bloggers. As with any other influencer, it is critical that marketers understand who, as well as what, is influencing dialogue about their brand. CGM can also provide an important measure of the effectiveness of any existing communications strategy, and can result in fresh development of tactical through-the-line initiatives to secure online optimisation. Online dialogue can have both positive and negative influence. On the one hand, dialogue increases the number of potential critics who don’t need to have impressive qualifications or credentials to be influential. On the other hand, any negative opinions are public and searchable, allowing companies to prepare a response before a story gets wide coverage. Unlike print media, however, the internet will not be holding tomorrow’s fish and chips, but will persist; once something is posted online, it stays there. Responding to CGM by engaging with influencers is not always the appropriate strategy for brands, particularly when working within the regulations that control pharmaceutical industry activity. If a company becomes aware of an individual blogging about drug side effects, the company is legally bound to take the appropriate steps to report it. These steps can be managed by working closely with regulatory departments and establishing a bespoke system for each client company; however, strategic recommendations for managing, harnessing or addressing information identified will often involve both online and ‘traditional’ marketing and communications activities. The good news is that some of the solutions to managing e-influence are straightforward: tracking and tweaking the messaging, positioning and marketing saliency of the brand; www.pharmexeceurope.com Unlike print media, the internet will not be holding tomorrow’s fish and chips; once something is posted online, it stays there. focusing website content; making the most of sponsorship and disease state placement communications. Before any of these or other relevant and effective PR solutions can be offered, it is crucial to know what’s out there — ignoring the online community is a risk no brand can afford to take, particularly when people’s health is at stake. Note 1. Wall Street Journal, 30 August 2006. 2. CGM is also known as UGC (user generated content). About the Author Catherine Devaney is a director of Red Door Communications. She has led teams that have been responsible for the launch of Gardasil (HPV vaccine) for Sanofi Pasteur MSD, Crestor (statin) for AstraZeneca and the Communiqué award winning campaigns B Safe (hepatitis B) and Winter Beds Crisis for the Intensive Care Society. Catherine was named the Communiqué Young Achiever of the Year in 2004 and is a member of the Healthcare Communications Association Recruitment SubCommittee 13 http://www.pharmexeceurope.com
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - October 2007 Contents The Brand Exchange Focused and Flexible Making A Global Vision Work Leading the Way The OnlineConsumer Wired to the Future Co-ordinate Your Communications In the Public Interest Seek First to Understand Pharmaceutical Executive Europe - October 2007 Pharmaceutical Executive Europe - October 2007 - (Page 1) Pharmaceutical Executive Europe - October 2007 - Contents (Page 2) Pharmaceutical Executive Europe - October 2007 - Contents (Page 3) Pharmaceutical Executive Europe - October 2007 - The Brand Exchange (Page 4) Pharmaceutical Executive Europe - October 2007 - The Brand Exchange (Page 5) Pharmaceutical Executive Europe - October 2007 - Focused and Flexible (Page 6) Pharmaceutical Executive Europe - October 2007 - Focused and Flexible (Page 7) Pharmaceutical Executive Europe - October 2007 - Making A Global Vision Work (Page 8) Pharmaceutical Executive Europe - October 2007 - Making A Global Vision Work (Page 9) Pharmaceutical Executive Europe - October 2007 - Leading the Way (Page 10) Pharmaceutical Executive Europe - October 2007 - Leading the Way (Page 11) Pharmaceutical Executive Europe - October 2007 - The OnlineConsumer (Page 12) Pharmaceutical Executive Europe - October 2007 - The OnlineConsumer (Page 13) Pharmaceutical Executive Europe - October 2007 - Wired to the Future (Page 14) Pharmaceutical Executive Europe - October 2007 - Co-ordinate Your Communications (Page 15) Pharmaceutical Executive Europe - October 2007 - Co-ordinate Your Communications (Page 16) Pharmaceutical Executive Europe - October 2007 - In the Public Interest (Page 17) Pharmaceutical Executive Europe - October 2007 - In the Public Interest (Page 18) Pharmaceutical Executive Europe - October 2007 - Seek First to Understand (Page 19) Pharmaceutical Executive Europe - October 2007 - Seek First to Understand (Page 20)
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