Pharma and Device Blog Watch
The Web Is Becoming More Relevant to Health Seekers (World of DTC Marketing)
Despite results from a 2007 Consumer Medical and Health Information poll that show 70 percent of adults use the web as a primary source for health information, it’s harder than ever before to sort through the large amount of health information on the web, writes Richard Meyer in his blog.
“Consumers are looking for health information online — that much is sure, but with so much information, where and how much information is enough?” he asks. While past research has shown that credibility of information is essential for patients and consumers, it’s also important to look at how they are using the information online.
“Patients and consumers tend to go to a lot of different health sites when collecting information for themselves or a family member. … In addition to standard health sites like the NIH and more commercial sites like WebMD and Mayo Clinic, they will also seek out consumer generated media to learn what others have done,” he writes. For example, topics on dealing with cancer and diabetes are popular in chat rooms and message boards.
“It’s critical for any brand to ensure that there is integration at all consumer and patient touch-points of messaging where allowed. It takes more work, especially online, but why waste the money on message development when you’re not in control of your message anymore?” Meyer writes.
Wikis and Social Networks for Marketing & Sales Collaboration: Will It Work? (Pharma Marketing Blog)
“What do you think of the idea of a secure, internal CafePharma-type website where sales reps can share their triumphs and failures, vote on who has the best ideas, discuss ideas and get feedback from their managers that everyone can see and learn from?” John Mack asks in his blog.
There’s usually “no love lost” between sales and marketing departments, as marketing produces the materials that sales reps say they will use, but more often toss or let “rot in their garages,” he writes. “In many cases, the suggested sales verbiage offered by marketers does not resonate with the customer.”
So how can pharmaceutical companies create a structure and process where marketing and sales managers work more closely together, he asks. Rather than hire an expert to solve the problem, “some pharmaceutical companies are turning to Web 2.0 tools to leverage the ‘wisdom of crowds,’ which in this case are the thousands of sales reps within the organization,” Mack writes.
Although he can picture sales reps editing sales aid copy and voting on the best version, he doesn’t think marketing pros will take it seriously. “All the social networking tools in the world cannot make up for a dysfunctional organization or overcome tradition, which says that marketing is responsible for the words, reps are responsible for sticking to the script,” he says.