Pharmaceutical CGM

The pharmaceutical industry has been leveraging consumer generated media for years to promote their products. Lydia Worthington, Research Director at BuzzMetrics, suggests five ways to get the most out of online word-of-mouth for medical companies.

Deliver Deep Content to the Most Engaged

Astra Zeneca used this tactic in 2004 by creating www.CrestorFacts.com to combat negative publicity regarding their Crestor brand. The site housed information from experts, the FDA and offered a monitored community forum for patients and physicians to share their own experiences.

Focus on Events

Engage patient participation at company sponsored events such as Webinars, live online chats, in-person meetings and facility tours. WebMD hosts and moderates discussions between medical professionals and patients for pharmaceutical companies. Even though it is a sponsored event, consumers view the content as unbiased because it is hosted by WebMD and the pharmaceutical company can use the discussion to create buzz around their product.

Patient Journalists

One in five consumers turn to other consumers for medical and health related questions. You can leverage this information by developing relationships with medical bloggers and discussion group leaders who serve as authority figures despite being consumers themselves.

Extend Existing Marketing With Word of Mouth

Piggyback word of mouth programs into marketing initatives that are likely to get approved by your legal department. One idea is to create a Patient Advisory Board and recruit respected experts to participate in online discussions and forums. It will open the door to CGM content that can be used for other marketing strategies.

Start With Education Programs

Incorporate your CGM strategies with education-based initiatives. Marketing through educational initiatives is less restrictive than traditional advertising tactics for the Pharmaceutical industry.