Web Logs (’Blogs’) and the Pharmaceutical Industry

Introduction

Driven in part by the rising cost of medical care, healthcare blogs will become more popular and influential as consumers assume greater responsibility for their own healthcare. Given the growing influence of blogs on consumers, pharmaceutical companies can no longer afford to dismiss comments made about their products by bloggers and, as such, must develop a voice within the blogosphere.

Scope

• Introduction to the blogosphere and to pharmaceutical consumers active in this online arena
• Investigation of the types of information pharmaceutical consumers are likely to find when they blog search a company and its products
• Recommendations for pharmaceutical companies to gain a voice within the blogosphere
• Do’s and Don’ts of Blogging - guidelines for using blogs to communicate with consumers

Highlights

Slight differences in the frequency with which consumers access blogs do not result in an observable difference in the influence of a blog author on populations of consumers under the age of 65.

It is important for pharmaceutical brand managers to resist the urge to dismiss comments made by bloggers about their products particularly if these comments are inaccurate. It cannot be assumed that other consumers will recognize factual errors.

Datamonitor recommends that companies that elect to create a blogsite do so by establishing a blog community, made up of key opinion leaders, healthcare professionals and scientists who make regular contributions to the site.

Reasons to Purchase

• Identify which consumer groups are most likely to be bloggers and blog readers
• Understand the factors that consumers consider when deciding whether or not to participate in an online forum, such as a blog
• Recognize how the pharmaceutical industry can use blogs as both a market research and a relationship management tool