Business Blogging for Pharma

Summary

Introduction

Social media are shifting the way that the global economy operates. Internet journals and communities have enabled consumers to communicate their experiences with companies' products and services to other consumers. A consequence of consumer-generated marketing is that relationship management throughout the lifecycle of a product is taking the place of mass marketing in consumer-driven industries.

Scope

• Introduction

  to social media and their relevance to the pharmaceutical industry
• Sizes and assesses the growth in the blogosphere in the US, Europe and Asia
• Looks at blogging in other industries and highlights lessons that pharmaceutical companies can learn
• Discusses current examples of pharmaceutical blogging and considers the future of blogging in the pharmaceutical industry

Highlights

Strategic use of Internet applications, including online communities and blogs, will allow pharmaceutical companies to increase their awareness of the needs and concerns of their patient and caregiver audiences. As blogs and online forums are so frequently updated they can be a good indication of the current market.

Companies from a broad range of industries have had success in authoring blogs and hosting online forums for their consumers. Some of the benefits these companies have enjoyed include direct communication with influential consumers, higher search engine rankings for key search terms and the ability to respond quickly to marketplace events.

Much of the delay in pharmaceutical companies entering the public blogosphere can be attributed to concerns about the liabilities associated with blogging. Many embattled companies, which were already dealing with high profile withdrawals and associated lawsuits, have not felt the need to expose themselves further to public criticism.

Reasons to Purchase

• Identify the best and worst practice lessons that can be learned from examples of business blogging in other industries.
• Understand the potential liabilities of business blogging in the pharmaceutical market.
• Assess opportunities to launch social media applications to support your company or brand.

Contents

• Chapter 1 Executive Summary
  • Scope Of The Report
  • Key Findings
• Chapter 2 Introduction To Social Media
  • Types Of Social Media
  • Time-Delayed Forums
  • Mailing Lists
  • Newsgroups
  • Message Boards
  • Blogs
  • Real-Time Forums
  • Chat Rooms
  • Scheduled Live Events
  • Finding The Right Combination
  • Pharmaceutical/Healthcare Context
  • Impact Of Social Media On Consumers - Why Blog?
• Chapter 3 Country-Specific Considerations
  • Blogging In The United States
  • Legal Issues
  • Blogging In Europe
  • Legal Issues
  • Blogging In Asia
  • Legal Issues
• Chapter 4 Lessons Learned From Other Industries
  • Product Marketing And Customer Communication
  • General Motors' Fastlane
  • Public Relations
  • Mcdonald's Open For Discussion
  • Employee Recruitment
  • Cadbury Schweppes's Uk Graduate Recruitment
  • What Can Pharmaceutical Companies Learn?
  • Creating A Voice, Building A Blogsite
• Chapter 5 Pharmaceutical-Specific Considerations
  • The Informed Patient
  • Consumer-To-Consumer Online Communities And Blogs
  • Corporate Blogs In The Pharmaceutical Industry
  • Johnson & Johnson's Jnj Btw
  • Glaxosmithkline's Alliconnect
• Chapter 6 The Future Decoded
  • Social Media And Crm
  • Social Media As A Market Research Tool
  • Where To Go From Here: Balancing Risks Of Social Media With Benefits.
  • Key Points To Take Away From Datamonitor's Analysis
  • Negative Buzz About A Company Or A Product Is Inevitable
  • Within The Blogosphere An Educated Consumer Is A Company's Best Defense Against The Propagation Of Inaccurate Information
  • The Pharmaceutical Industry's Actions Within The Blogosphere Must Be Above Reproach If They Are To Gain Credibility Within The Online Community.
• Chapter 7 Bibliography
  • Publications And Online Articles
  • Datamonitor Resources
  • Additional Reading
• Appendix
  • Abbreviations Used In This Report
• List Of Tables
  • Table 1: Advantages Vs Disadvantages Of Time-Delayed And Real-Time Online Forums
• List Of Figures
  • Figure 1: Us - Bloggers Make Up 5% Of The Total Population Of Internet Users
  • Figure 2: Europe - Bloggers Make Up Just 1% Of The Total Population Of Internet Users
  • Figure 3: Asia - Bloggers Make Up 6% Of The Total Population Of Internet Users
  • Figure 4: General Motors Fastlane Blog Is Widely Regarded As A Corporate Blogging Success Story In The Automotive Industry And Beyond
  • Figure 5: Mcdonalds' Corporate Responsibility Blog Aims To Improve Relations With The Public Through An Open Discussion About Nutrition, The Environment And Community Support
  • Figure 6: Cadbury Schweppes Uses Blogs To Add Value To Its Uk Graduate Recruitment Website
  • Figure 7: Johnson & Johnson Joins The Blogosphere With A Public Blog That Focuses On The Company And Its Employees
  • Figure 8: Alliconnect Is Part Of A Multi-Channel Marketing And Support Campaign For Gsk's Otc Weight-Loss Drug, Alli