So the big boys are jumping into communities, “Just Do It”, marketers say. However, we are still struggling in the pharma industry. I could talk ad nauseum about why we should just do it, but instead I will present a couple options moving toward a solution. I know, I know. What about adverse effects? So how do we figure this out? I definitely do not have all the answers but here are a couple things to consider:
- Leverage existing assets/services: “To find appropriate resources to put toward managing a blog, companies should extrapolate from their current structure”, according to Patricia Pesanello, chief knowledge officer, BusinessEdge. “The same areas of business that address 1-800 calls could moderate and manage a company’s blog.” Pharma has this service in place!.
- Come up with standards/ best practices that your organization is comfortable and present it to the FDA. I know it’s a big job so hire an agency to help you develop these best practices.
- Baby steps - “ research firms are predicting video will represent 50% of the content on the Internet in ten years. We have plenty of video assets, patient testimonials, MOA videos, TV commercials and even very humorous videos.
I hear you, what is the ROI? Unfortunately, TBD. However, other industries are ahead of us and are beginning to measure the impact.
As I have mentioned in a previous blog entry, we are experiencing a User Revolution. We need to experiment a bit. When you see “The Finance Guy” coming with his excel spreadsheets, hit the button and play one of my favorite Jefferson Airplane songs, “Got a revolution, got to revolution”. I have to relive my college days once in a while. 
Seriously, as the world becomes more personable, hold your company and your communication to a higher standard of relevance, value and transparency.
