Pharma and Social Media: What Role Should Personas Play?

Last Thursday, I attended Business Development Institute’s Social Communications & Healthcare Conference. There were a number of good presentations for Pharma social media. One that stood out was the folksy talk given by Pfizer’s VP/Worldwide Communications Ray Kerins. Ray ingratiated the group by acknowledging that Pfizer still has a long way to go, but promised to listen and try to get it right… Or listen to Rick Wion, VP of Interactive media at GolinHarris, co-creators of McNeil’s two ADHD social media sites, speak about how to work within the regulatory environment.  Jonathan Richman also presented Healthcare and Social Media: Know the Rules.  And for conference takeaways, read Sally Church’s Pharma Strategy blog The Challenge of Social Media in Pharma as well as Steve Woodruff’s Impactivity Blog Pharma and Social Media Progress!.  Or follow the many tweets at #BDIContinue reading

Are you fully listening and absorbing what your customers are saying about you?

If you’re looking for the best “listening platform” to help monitor your brand in today’s marketplace, take a look at Forester’s new Wave report at Visable Technologies  (Courtesy of Peter Kim).

“In response to marketers’ changing needs, brand monitoring vendors are evolving to offer a more strategic and comprehensive platform.”  Forrester defines “listening platforms” as those that deliver insights to shape marketing strategy rather than simply tracking metrics.

A technology and analytics infrastructure that mines a wide variety of traditional, online, and social sources to extract and deliver insights that shape a firm’s marketing strategy.” 

Evaluating vendors across 62 criteria, Forrester found  Nielsen BuzzMetrics and TNS Cymfony to be the two early leaders due to their strong balance of data collection, analytics and consulting services.  Continue reading

Stepping up in 2009: Knowing What Consumers Want- Today

No one doubts that Consumers’ deep feelings and emotions-what they really want -will impact the way they think about your company, brand and category.  Nor that those wants keep changing in response to a tumultuous world.

How can marketers keep nose to the grindstone, shoulder to the wheel, and mind both open to change and focused on the deep insights we need to stay relevant?

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A rigorous use of research techniques can help go beyond what Consumers typically say–to what they deeply feel and think in their hearts and minds. It’s there – in their often unspoken emotions – that new “aha’s” or insights are hidden that might drive action and reveal how your brand can uniquely respond.

Let the competition give in to impatience and costly temptations of believing that they already know, that their brand today is that same as last year, or that segments are just like them.  Mining for treasure takes a bit of time upfront, paying off by enabling an elegant solution.  Continue reading