It used to be that marketing value was derived from how well you could sell. Many, many books have been written about this over the years. One of the things that web 2.0 is doing is changing this paradigm from selling to service.
In the new economy, good service offerings are more transparent and more immediately rewarded. The basis for trust is moving from official info to peer recommendations, from bureaucracies to community.
If you think about the possibilities — where this may lead in the future — it’s hard not to get excited. We can gain rich in-depth insights.
Pharma must step up to the plate and start participating in the conversation, and when they do there will be an opportunity to shape and balance the communication environment.
(Image courtesy of psd via Flickr)
Posted on Feb 25, 2009 at 10:16 pm
[...] So, patients are online looking for information and support throughout their patient journey. They are forming patient communities around their disease states. This means that marketers have the opportunity to reach (and support) them through this channel in meaningful ways. Here are three reasons patient communities have taken off so completely online; each of which presents opportunities for good service based marketing. [...]