Is there room for “shaping the message” to create a better brand experience
We are living in an attention economy, and even for traditional advertising there seems to be more and more talk in our community (see the last few minutes of the Ad Age interview with Jimmy Wales, the guy who started Wikipedia) about the inability of brands to shape popular opinion — especially if the product isn’t very good. The other side of this is that if you do have a good product, social media gives you an efficient way to create awareness and an opportunity to engage the community and get them to tell the world about your product.
Raise Awareness With Good Search
For therapies that treat rare disorders this advice seems particularly useful and frankly obvious. One of the common problems with therapies that treat rare disorders is that the people that need them most can’t find them. And usually there is only one product. So the big issue is awareness, and the good news is that by using good search engine optimization techniques, you can help get the right people to the right information on your website.
Differentiate Around Services
Another common situation in rare disease therapy marketing is that there might be a competing therapy that is bioequivalent. The message here is that the differentiation needs to be around your services (including the education and user experience on your website) and not on trying to shape people’s opinion through branding. In this day of social media, that just won’t work.
Establish Trust – You Can’t Run and You Can’t Hide
In this Post Advertising Age article, truth in advertising takes on a whole new meaning.
Do you agree? Is there room for “shaping the message” to create a better brand experience or is it all about clear communication of better services, or in the case of many rare disorder therapies just being found amidst all the clutter on the internet?
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(Image courtesy of PamelaVWhite via Flickr)