Social Media and Pharma Marketing
I had a chance to sit down with Frank Hone, Executive Vice President, Ogilvy Healthworld, to talk about the changing landscape of consumer advertising in the Pharmaceutical industry. We talked about social media, engaging consumers through search, health related web sites, and even product / brand web sites.
Frank talks about the evolution towards better and smarter consumer marketing. DTC was the first step in building demand-based marketing communications. Consumers today are far more proactive than they used to be. At the same time, there is an explosion of information, both good and bad. How do you reach a consumer and engage them?
Consumers are figuring out how to sift through the data points and other information so they can take action or talk intelligently with their physician. For marketers, this means evolving from the 30 second TV commercial to delivering targeted information through the Internet, developing an integrated marketing strategy to reach and engage consumers.
What are your thoughts? How is your company engaging the consumer online? Do regulations prevent your company from blogging? How about your employees? Do they blog? Do you sponsor health related Web sites? Do consumers trust your brand Web sites?
Discussion
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