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

Meatball Sundaes and Organizing for Speed

Posted by | 12:43pm on Monday, January 7, 2008
meatball-sundae

If marketers are already communicating with their key stakeholders they can be prepared so that when unexpected things happen, they are in a position to respond and be believed. 

I listened to Seth Godin talk about his new book, Meatball Sundaes in a webcast last week outlining trends related to web 2.0 that are changing businesses forever. He thinks the new marketing landscape represents an “industrial revolution”.

One of the ideas he brought up that is not talked about in healthcare marketing is the need for speed. Because of the internet, information that used to take weeks to get out is now posted almost when it happens. So when Tysabri had a fatality in a clinical trial the news was all over the patient blogs before Biogen Idec responded. The patients controlled that story.

I think for healthcare marketers dealing with the regulatory process, the only way to control a story now is to already own relationships online with their various constituents. If marketers are already communicating with their key stakeholders they can be prepared so that when unexpected things happen, they are in a position to respond and be believed.

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.

View other posts from Wendy

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