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How pharma can build relationships with doctors and patients who are influential online

How pharma can build relationships with doctors and patients who are influential online | Pharmacy | Scoop.it

Alexandra Fulford (@pharmaguapa) writes: 

 

Pharma companies generally have a great idea of who their traditional KOLs are, but they have no idea about how active they are online (if at all) and they often have no real idea of who KOI (Key Online Influencers) are.  This is a big gap in a key knowledge area.

 

As more and more HCPs turn to digital the impact of KOI will become increasingly important.  Pharma companies need to start finding out which KOL are active online, and who the KOI are that they should be building relationships with them, just as they have traditionally built relationships with KOLs.

 

This is essentially just a new group of KOL and the process for KOL relationship development offline already exist – they  just need to be adapted for online.

 


Via Andrew Spong
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eMedToday's curator insight, June 14, 2013 6:36 AM

Interestng and correct inight

Nitro Digital's comment, June 19, 2013 8:17 AM
couldn't agree more ;-)
Jarek Kucia's curator insight, June 21, 2013 9:05 AM

Very smart article about KOI and the need to bulid relationship wth them online.

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Health and fitness update

Health and fitness update | Pharmacy | Scoop.it
For readers interested in my (Russ’s) fitness/exercise/diet progress, keep reading below the fold.
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Blog about diet and weight-loss

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Pharmacy technicians

Pharmacy technicians | Pharmacy | Scoop.it
Pharmacy Technicians Job Description - YouTube
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short video presenting the job of pharmacy technicians

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Speak Up: About Your Pain

Aches and Pains aren't fun. It's important to speak up about your pain, so you can get the right treatment. Watch the latest Speak Up video and you'll meet t...
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Certified pharmacy technician, What people think I do, What I really do meme image - uthinkido.com

Certified pharmacy technician, What people think I do, What I really do meme image - uthinkido.com | Pharmacy | Scoop.it
What people think I do, Certified pharmacy technician. Easily create yours at http://uthinkido.com !
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what pharmacists do

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Wikipedia is a pharma marketing issue

Wikipedia is a pharma marketing issue | Pharmacy | Scoop.it

In a previous post on this blog, Catch on to content marketing, I wrote that Pharma’s content-marketing opportunity is to make sure that when a doctor or a patient goes searching for health information that the right content is there waiting for them. In the same post I quoted Dr Candice O’Sullivan of Australia’s Wellmark agency describing Pharma as “an industry well used to the rigours of consistently producing high-quality content.”

 

And yet, millions of patients and doctors still go to Wikipedia every month for the answers to their questions. I think that’s what’s known on the internet as a #Fail.


Via Andrew Spong
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Andrew Spong's curator insight, October 15, 2013 7:28 AM

We have to keep plugging away at this issue for a number of reasons, but the principal one resides in Peter Houston's last paragraph.

 

Try finding a search term on a molecule where Wikipedia isn’t in the top three results (and it’s usually the first).

 

Regardless of what one thinks of the quality of Wikipedia entries (which are usually at least moderate-to-good, and improving all the time), the fact is that every community of interest in the health conversation uses Wikipedia all the time due to the simple fact that *it’s where search leads us*.

 

It has been suggested (http://stwem.com/2012/06/13/an-open-letter-to-pharma-please-employ-a-wikipedian-2/) that every pharma company should employ a Wikipedian to ensure that the information contained in *all* Wikimedia content repositories (not just Wikipedia) is fair, accurate, and compliant.

 

The task is to ‘take promotion out, and put fair balanced, comprehensive information in’. To suggest that to do so could put a company in breach is ludicrous on this basis.

 

I go further than this to suggest that each pharma Wikipedian should curate the information Wikipedia contains about *every drug it (or its subsidiaries and acquisitions) has ever brought to market*, not because it is obliged to do so, but because it foregrounds the sum total of the contribution it has made to human health, usually for good, but also occasionally for bad.

 

Why do this?

 

Not to self-praise, nor as a mea culpa, raking over the past, but rather: to indirectly remind Wikipedia users (i.e. every with access to the Internet) of a given company’s work. Building trust in its activities, manifesting its subject authority on the drugs it has brought to market, creating awareness, diminishing prejudice, and providing evidence of its desire to align the success of its business with its desire to do social good.

Sven Awege's curator insight, October 16, 2013 9:09 AM

Once again Andrew has some really good questions we should all be asking, and a great vision and understanding in this area.

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As U.S. struggles with health reform, the Amish go their
own way - NBC News.com

As U.S. struggles with health reform, the Amish go their<br/>own way - NBC News.com | Pharmacy | Scoop.it
The debate over U.S. healthcare reform that has gripped the nation and led to a government shutdown is of small concern in rural...
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Amish vs US Health Care

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Pros and cons of being a pharmacist

Pros and cons of being a pharmacist | Pharmacy | Scoop.it
Pharmacist Career Information : Pharmacist Pros & Cons
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pros and cons of being a pharmacist

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Speak Up: Take Medication Safely

Speak Up: Take Medication Safely | Pharmacy | Scoop.it
Speak Up: Take medication safely - YouTube
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short video on why to speak up about your health

 

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