88% of US businesses are now actively monitoring online feedback and conversations online, according to a Forrester Consulting survey released today (click on headline for full article).
If monitoring audiences online is common practice in most industries why is not standard practice for pharma brands? Pharma brands traditionally aggregate a wealth of data on its customers (from market research, customer lists and sales data), but should it pay more attention to online information? For any marketer understanding the sentiment, conversational language and influencer of your brand is vital to help shape marketing and communication plans. Traditionally monitored by expensive market research online monitoring can provide a more cost effective alternative. This data provides an opportunity to provide better communication and engage for a brand in any communication channel.
The rise of social media has meant that any issue can be amplified to become a full on crisis, which could have dramatic implications on any brand or company. As part of any crisis management strategy for any large organisation social media monitoring is slowly becoming a “must have” rather than a nice to have. With healthcare being a highly emotive topic, pharma brands should aware of potential online issues and create strategies to reduce risk.
Online monitoring while overlooked by many pharma brands or viewed as a one off exercise should be taken more seriously. The digital footprints left behind by online conversation and interactions can be a valuable resource to improve marketing effectiveness.
Via
Dave Pinnington,
Lionel Reichardt / le Pharmageek