The positive image of our brand in the eyes of consumers and patients are usually "cost"For many months campaigning, good product (as a medicament, cosmetic, dietary supplement) or medical service, and appropriately selected communication strategy. Sometimes, however, simply an unhappy consumer, which will begin on the Internet uncontrolled avalanche of events and discussions, which directly hit the reputation of our brand. On the other hand, our brand can have on your side in the form of real ambassadors of satisfied customers / patients.
That's what lawyers (Ambassadors) our brand, which derive from the audience our product or service, are our allies in building the desired image, and in crisis situations among the first, who can stand on our side. Analyses carried out by Dachis Group (raport „Managing reputation with Brand advocacy”, 03.2013) on trial 30 000 brands have shown, more than 248 000 Internet activists responsible for approximately 30% exposure and brand communications. And yet most of the time the individual companies perform more or less intensive advertising campaigns, which allocate specific budgets. What is the conclusion is? In fact, in the scale of the brand all kinds of promotional activity - a small group of enthusiasts, ambassadors is able to contribute decisively to build their image and strengthen the advertising message. Support ambassador for the brand is also involved in communicating his authority. In the end - as has been repeatedly demonstrated in various studies – more trust than the specific people ads.
Of course, support and engagement of consumers, which aims at selecting ambassadors from the brand requires time, idea, and often and resources. However, in the longer term will bring us benefits in the form of a genuine commitment to real people, which will support the activities of the brand and it's often the scale and out of reach for agency workers or brand managers directly responsible for the pharma social media marketing. On these assumptions are many successful online communication strategy. And what is it for your brand?
