We have chosen to join in

There has recently been much talk about marketing through social media (SMM) such as blogs and forums - internet technology that facilitates dialogue. The media are currently responsible for 5% of advertising - to be compared with the fact that 91% of buying decisions are made after searching the internet (not food). And if there is anything that gets high up on search engines it is websites based on this technology. In other words, it is time to join in - and this includes the pharmaceutical industry.

Relevans has already supplemented the creative team with digital-media staff. As there has been a power shift from company to consumer via the internet, we think it is important to operate on this arena and thus retain command of the brand.

As regards brands, it is usually said that you always play away - inside consumers' heads. This is even clearer on the internet. If you do not ensure that discussion of the product takes place on your website, e.g. through forums or comment functions, you can be sure that it will take place somewhere else, where you are unable to deal with criticisms. This very much applies to pharmaceuticals.

It is thus important to facilitate dialogue on your own website. This creates increased credibility for your brand and your product. And if there are regulations stating that you must deal with questions or comments on side effects within a specific time, then you must be sure to do so. Putting resources into this will be, and already is, as important as spending money on sales activities.

We are organising a Relevans day on 03.09. The focus will be on digital media and opportunities for the pharmaceutical industry, and there will be several interesting lecturers!

With best wishes, Berth Lindén