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Consumer generated media for pharmaceutical companies

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Consumer generated media is having an impact on health decisions as patients become more empowered.

Consumer generated media is having an impact on health decisions as patients become more empowered.

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  • Nice preso, but why not name the four companies on slide 9? It's public information, after all. Comcast would be the telecom, yes?
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Consumer generated media for pharmaceutical companies Consumer generated media for pharmaceutical companies Presentation Transcript

  • Consumer Generated Media Overview & Recommendations Rich Meyer eMarketing Executive
    • What is C onsumer G enerated M edia?
    • CGM is any media that is generated by consumers. CGM consists of Blogs, Message Boards, Chat Rooms, Reviews of products on commercial sites, Online chat groups and clubs, and third party websites.
    • Why should we be concerned about CGM?
    • It is estimated that there are over 50 million BLOGs in the US and their number is growing. As people become more Internet savvy it is becoming easier for them to set up BLOGS and use search engine marketing to attract visitors. In an era of growing mistrust of corporations consumers may value input from each other rather than from promotional materials.
    • CGM 2: Evolution of the channel
    • CGM is changing and evolving because of new online channels such as MySpace.com and Youtube.com. People can now record and distribute Podcasts, VLOGS (video BLOGS) and photos’. You Tube has become some successful that marketers are now using this as a channel to reach consumers.
    What is Consumer Generated Media?
  • Blogs are growing and here to stay According to Edelman’s 2006 Trust Survey, peoples’ trust has shifted from authority figures to “average people, like you.” In fact, 58% of Americans trust only the opinions of physicians and academicians more than they trust the opinions of people like themselves (68%). What does this mean? The average person does not want canned, neatly packaged messages; the average person wants to engage and be engaged in conversations . And blogs—short for Web logs—have rapidly emerged as one of the newest technologies driving this shift.
  • CGM Media can influence health decisions
  • CGM Is Trusted by patients and consumers
  • CGM Continues to Evolve
  • CGM Feedback is Out There On The Web A patients bad, or good, experience with a brand, like live events, can be quickly communicated with BLOG’s and in chat rooms. Google and MSN are developing search engines just for BLOG’s and You Tube has been so successful with video blogging that it was recently purchased for over $100 million.
  • Indentifying Threats * For best results, enroll the full organization in threat identification. * Value of Threat Tracker comes from both our identification of new threats AND rapid assessment of threats that your team identifies. Alarming Call Center Activity Upcoming Negative PR Organic Employee Identification Concerns on High Profile Product Issues Client Team industry trend analysis CGM THREAT MONITOR Upcoming Lawsuits
  • Examples of Actionability Of Threats Company Activity Outcomes Electronics Manuf. Uncovered rumors surrounding major delay in shipping; consumers blaming delay on product failure Client modified their FAQ and status messages to reflect true situation and better explain the issue. Also added to media kit for upcoming conference. Tire Manuf. Gauged real-time reaction to product safety crisis; identified incredibly high level of fast growing concern Used to inform key component of crisis mgmt strategy that led to significant refund Leading Retailer Uncovered groups of consumers discussing new ways to successfully steal from retailer Adjusted security procedures Telecomm Identified highly viral video depicting negative service experience Enabled client to get head start on communication strategy
  • Recommendations
    • Companies should immediately retain a service like Nielsen-Buzz Metrics to access threats to the brand/products.
      • Allows us to quantitatively asses on threats to the brand across a variety of consumer generated media channels.
    • Develop internal process across all departments for bringing threats to the brand/products to light and determine how to respond
      • Customer service
      • Sales
      • PR
    • Engage consumers online via sponsored chats with physicians or other health care professionals
      • Quarterly chat that can be achieved
      • Topic could be determined by “market needs”
      • Should be held on a third party website for additional credibility