Madness in Pharma Marketing – case study

It is a well-known fact that pharma companies do not score vey high on the Trust barometer. Although we still have the opinion that these companies in general made our world a better place, some cases keep on appearing and taken up by the general public that doesn’t help us defending our position.

Take Zyprexa from Eli lily, an antipsychotic drug from Eli Lily approved by the FDA to treat schizophrenia and bipolar disorder. Unfortunately it had some side effects too, starting with obesity and ending with diabetes (and even death, some blogs write). In this world of fast new media, all is in the open pretty fast and patients have the opportunity to be heard. That’s what they did and on various places on the internet websites and blogs popped up to write about their experiences. Check out Zyprexa Victimes, for example.

It got even worse, and Lilly was literally experiencing the Power of New Media.

So, let’s assume you are a Global Product Manager of Eli Lily. What would you do? Where do you go to find out what people are telling about your product and your company? Who are these people? How would you collect your data (hint: Technorati, Bogpulse) and what activities would you deploy to react?

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