A blog exploring pharmaceutical relationship marketing, emarketing and innovation with a focus on rare disorders.
The convergence of rare disease, digital communications, and pharmaceutical marketing communications

Marketing Value: From Selling to Service

Posted by | 8:37am on Monday, April 7, 2008

One of the things that web 2.0 is doing is changing this paradigm from selling to service. 

It used to be that marketing value was derived from how well you could sell. Many, many books have been written about this over the years. One of the things that web 2.0 is doing is changing this paradigm from selling to service.

In the new economy, good service offerings are more transparent and more immediately rewarded. The basis for trust is moving from official info to peer recommendations, from bureaucracies to community.

If you think about the possibilities — where this may lead in the future — it’s hard not to get excited. We can gain rich in-depth insights.

Pharma must step up to the plate and start participating in the conversation, and when they do there will be an opportunity to shape and balance the communication environment.

(Image courtesy of psd via Flickr)

About Wendy White

Since founding Siren Interactive in 1999, Wendy has been recognized as a thought leader at the intersection of niche pharma brands, patient empowerment and online marketing. Her vision for how the internet can facilitate interactions and provide crucial information that patients, caregivers and their healthcare providers previously struggled to find has propelled Siren to the forefront of relationship marketing for rare disorder therapies.

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