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Business Blogging for Pharma

Social media are shifting the way that the global economy operates. Internet journals and communities have enabled consumers to communicate their experiences with companies' products and services to other consumers. A consequence of consumer-generated marketing is that relationship management throughout the lifecycle of a product is taking the place of mass marketing in consumer-driven industries.

Strategic use of Internet applications, including online communities and blogs, will allow pharmaceutical companies to increase their awareness of the needs and concerns of their patient and caregiver audiences. As blogs and online forums are so frequently updated they can be a good indication of the current market.

Companies from a broad range of industries have had success in authoring blogs and hosting online forums for their consumers. Some of the benefits these companies have enjoyed include direct communication with influential consumers, higher search engine rankings for key search terms and the ability to respond quickly to marketplace events.

Much of the delay in pharmaceutical companies entering the public blogosphere can be attributed to concerns about the liabilities associated with blogging. Many embattled companies, which were already dealing with high profile withdrawals and associated lawsuits, have not felt the need to expose themselves further to public criticism.

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