In this branch, the increased need for information requires a user-centered and genuine dialogue.
In the past and present, health is a major issue for everyone. Moreover, the pharmaceutical industry has to face economic challenges. Black market products and grey imports not only cause financial damage to the industry but also harm its image. Here, online products, which sometimes differ from the original in effect, play a major role.
Social media platforms reflect the desire for information about illnesses and pharmaceutical products. Topics such as health, afflictions and recent events like swine flu are discussed in countless forums and weblogs. Medizin-forum.de has over 50.000 members. The online forum Med1.de includes more than 280.000 threads. These are two of the major German forums which deal with the topic of health. According to this, the demand for information is extremely high.
In a branch which causes such a great need for information for users, it is advisable to establish a user-centered and genuine dialogue and to provide a top notch website in order to protect potential customers as well as the own company from harm. At this, ethority already assisted notable pharmaceutical companies, as the following case illustrates.
Case
Initial Situation:
The project was commissioned by a notable pharmaceutical company. The main focus was on questions referring to competitors and trademark law. Furthermore, topics such as the dilution of brands and products were addressed.
Objective:
In order to provide the client with the desired information, an evaluation of the buzz which is concerned with the relevant topics should be initiated. At this, a comparison with a similarly named company was drawn. Moreover, ethority analysed in how far users establish a mental connection between these two companies. To meet this challenge, an issue tracking was considered.
Realisation:
In the context of the comprehensive analysis, over 2,5 million documents were surveyed with the aid of the monitoring system gridmaster®. At this, the company took advantage of the subjectivity of the monitoring system and excluded certain domains from the search.
Results:
After the completion of the evaluation process, the client was provided with valuable insights into trademark infringements and issues concerning competition law. Additionally, recommendations for action and appropriate measures, such as search engine positioning, were presented. Thus, the foundation was laid for the company to achieve a clearer profile and position on the web and to detect and respond to defamatory statements of competitors.
