How-To: Making Pharmaceutical WOM Happen
5 Tips from BuzzMetrics' Lydia Worthington
"Regulations have forced the pharmaceutical industry to become one of the most advanced in several aspects of word of mouth," says Lydia Worthington of BuzzMetrics. "Who would've guessed that?"
Here, Lydia shares five tips for marketers to responsibly promote products and manage relationships in the pharmaceutical industry.
Tip #1. Deliver deep content to the most engaged
Your most highly involved patients and professionals are thirsty for information. Create separate web sites or information centers with expert opinions, deep technical content, 'talkable' new ideas, community interaction and exclusive features that can be accessed by your best customers. They will then carry it forward to a larger audience.
Tip #2. Focus on events
Don't underestimate the willingness of consumer and patient participation. If you create the right kinds of events -- webinars, live online chats, in-person meetings, facility tours -- your most highly involved stakeholders (who also tend to be word of mouth igniters) will engage. Make sure participants leave with new and interesting ("buzzworthy") topics they will be excited to share with their peers.
Tip #3. Treat online commentators as influential media
According to a recent Jupiter Research study, one in five online consumers turn to other online consumers for advice on health and medical treatment. Develop genuine one-on-one relationships with leading medical bloggers, discussion group leaders and similar individuals who serve as filters and authority figures to their respective groups. Treat them in the same way you treat professional journalists. Engage them in conversation -- do not talk "at" them.
Tip #4. Extend existing marketing with WOM
Non-traditional, buzz marketing programs introduced by themselves may set off red flags with your regulatory affairs department, making your inventive ideas difficult to actually get approved and implemented. It is dramatically easier to get projects through your legal department if they are connected with an existing program.
Tip #5. Start with education programs
Tie your WOM strategies to education-based initiatives. Health education is viral (no pun intended), and participants are usually eager to learn more about specific conditions, diseases risks and treatments. Education marketing also is less restrictive than other tactics, so companies can execute more aggressive programs.
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