Healthcare and pharmaceutical companies may not view Wikipedia as a traditional component of strategy planning, but as an increasing number of consumers rely on Wikipedia for health information, it’s critical for marketers to understand how this social media platform affects consumer opinion and ultimately treatment and product decisions. The majority of consumers who visit Wikipedia for health information reported that they expect pharmaceutical, biotech, and medical device companies to monitor entries pertaining to their products. And even though companies aren’t able to control Wikipedia the same way they can a typical advertising campaign, it doesn’t mean that the messages it sends consumers are any less influential – instead, the fact that content isn’t sponsored can add to an entry’s credibility. Manhattan Research offers advice to healthcare marketers looking to establish their own Wikipedia strategy:
- Make sure that brands and products are accurately represented within Wikipedia entries across European markets and that treatment options listed in disease entries pertaining to products are correct and complete. Use the following query in Google’s search box to track down mentions throughout Wikipedia: "brand name" site:wikipedia.org (ex: “advil” site:wikipedia.org)
- Companies should only go as far as to ensure accuracy and completeness when monitoring and editing Wikipedia entries. Selective removal of factual content, even if it’s negative, can spark consumer and media disapproval.
- Keep in mind that Wikipedia is constantly updated. Establishing an on-going Wikipedia monitoring process and assigning roles can help ensure that efforts are continual.
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Muchas gracias por enlazarnos, al final parece que ambas (abbot y sobre todo AstraZeneca) se salen de rositas porque no se ha vuelto a oír hablar del tema.
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