In this weeks Mass High Tech, our local technology weekly newspaper, I wrote a piece entitled Proper Search Engine Marketing Aids Pharma. The main theme of the column was discussing how search engine marketing can help health care and pharmaceutical companies, but also that general SEM simply can not be effective, it must be specifically tailored for a specific industry.
From the piece:
The health-care industry is heavily regulated, minimizing what can be said and when. For SEM it can be difficult to know how to maximize search results while also meeting industry regulations. For example the Food and Drug Administration’s Fair Balance Act is what health-care and pharmaceutical organizations are concerned with when it comes to marketing. Basically, this act demands that all marketing present accurate and fair assessment of the risks as well as the benefits of the drug. In order to maximize SEM while following regulations, companies must follow best practices in order to truly leverage the Internet and take advantage of the opportunities.
The article highlights quickly some of the things a health care company must think about when looking to use SEM to build their brand(s).
When you think about your industry what are the specific challenges each of your marketing partners, including SEM, must know?
Heather
