Pharmaceutical Executive Europe - October 2007 - (Page 14)

RUNNING HEAD Wired to the Future Samantha Proctor explains how newswires can provide an effective solution for international healthcare marketers faced with a growing diversity of media channels and an increasing demand for local relevance with global appeal. I About the Author Samantha Proctor (Samantha.proctor, head of EMEA marketing, is responsible for PR Newswire’s EMEA PR, advertising and marketing activities. n today’s multimedia world, traditional forms of global media outreach have been transformed to incorporate the need for more sophisticated PR activity designed to capture the attention of fragmented audiences around the globe. Those working within or for pharmaceutical marketing departments are being tasked with a number of objectives, ranging from building brand equity and reputation management to presenting accurate and imaginative scientific data to the media. These activities take place within a public arena that is increasingly sceptical about the pharmaceutical industry and in need of constant communication and assurance. Rather than merely ‘distributing’ your communication to a mass audience, newswires can provide a solution that enables pharmaceutical companies to have more choice and control of how they communicate their messages globally. Using companies with extensive reach and range allows news releases to be distributed to general consumer media, as well as to appropriate trade publications and the financial community. To further support an organisation’s international media campaign, newswires have strong affiliations with global news agencies and news networks, ensuring the wire distribution offers extensive incountry delivery to both traditional and on-line media. Translation services are also available and secure maximum media pick up. As the demand for multimedia communications increases, pharmaceutical marketing needs to consider the delivery of messages, which has ramifications for both the healthcare professional and the general public alike. The impact of lifestyle diseases such as obesity and diabetes, along with the risk of flu pandemics, increases public interest in these issues and inevitably fuels demand for content that can capture the interest of healthcare professionals, journalists and consumers equally. A multimedia news release (MNR)1 — incorporating rich media content such as video, audio, pictures, pdfs and webcasts, alongside your full text — can enhance your message across a wider remit. Research indicates that journalists can be seven times more likely to access a press release containing rich media elements over a standard text release. James Brader, PR Newswire’s EMEA director of Wire Products, comments, “A key reason for communicating via an MNR is for its return on investment. Clients are provided with a full report which breaks down the total page hits, total stream hits, number of file downloads, website screens shots demonstrating where the video has been posted, the name of the media outlet that accessed the MNR and a graph showing the industry sector of the journalists accessing the MNR. Such quantitative analysis can help inform future communications and comparisons within an extremely competitive environment.” The importance of social media and healthcare blogs cannot be underestimated, especially as the line between traditional journalists and on-line commentators is becoming increasingly blurred. Social media tagging (including bookmarks for sites such as Technorati, Digg,, Reddit, Delious and Newsvine) ensures the online community is further engaged. Social media tagging enables searching and sharing of online information, as well as seamless interaction with the on-line global community. Seven out of 10 PR practitioners agree that measurement and evaluation provide the key performance indicators for reputation management. Media monitoring and evaluation of global campaigns is therefore essential in providing ROI and contributing to future campaign success. Volume of coverage, client message tracking, tonality and advertising equivalency are some of the features that are crucial to increasing objectivity and competitor benchmarking for clients. Concerns over regulatory requirements and disclosure of information are frequently debated within the healthcare industry. All decisions regarding if, when, where and how information should be disseminated to a global audience, need to be thoroughly thought through. Far from providing less communication, pharmaceutical marketers are now tasked with increasing transparency and encouraging greater visibility to healthcare professionals and consumers. A proficient newswire’s expertise in providing help and advice with international media campaigns can assist pharmaceutical companies in maximising coverage within the confines of local and global regulatory restrictions. Reference 1. To view an example MNR please go to: ewswireeurope/29846 14 OCTOBER 2007 PHARMACEUTICAL EXECUTIVE EUROPE

Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - October 2007

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