Dariusz Goźliński

"First, do no harm!"- This should be, the first rule for the communication activities in the field of pharmaceutical and legal.

Who am I?
Passionate about marketing and advertising. Strongly associated with the pharmaceutical industry and related. I create and I manage advertising campaigns including the use of social media in activities dedicated to doctors and patients. Professionally, I am the founder and managing director of the agency GreyTree. From 2002 r. I am associated with a limited marketing and advertising law. Among other things, worked with companies such as: Unilever, Jelfa, Sanitas Group, Adamed Healthcare, Blue Farma, Chance, Genexo, GAL, Heel Poland, Symphar, Sun Farm, Admiral, Ipsen, HiPP, Alpen Pharma or Krewel Meuselbach.

Dariusz Goźliński
such. +48 22 628 53 61
e-mail: d.gozlinski(at)greytree.co

"In the family adventure" - the effective implementation of the medical device

8 September 2014
"In the family adventure" - the effective implementation of the medical device

There is no commercial break on the radio or television, we were not bombarded with ads pharmaceutical companies. Everywhere “attack ” our supplements, analgesics and etc. But it's radio and television, and as it is on the web? Probably notice, that is not the same. While some traditional media are indeed on “maintaining” Pharmacy, This internet seems to be treated as second-class channel. No amount of advertising or sporadic products in the pharmaceutical industry does not follow, of course, the lack of faith in the efficacy of the same channel. My experience shows even, pharmacy that loves to use the Internet to carry out activities, but does it differently than, say,. FMCG.

As an example, we give the company advertising Heel Poland for the brand Cale Part, or gel used in skin irritations. At the outset, however, a few words about the company Heel Poland. With my over 7 year presence in pharmaceutical marketing, I can safely say, that Very is one of the most innovative as regards the operation of the web. Among its activities can be replaced m.in. release of the portal for doctors Akademia-heel.pl and services such as: Leczsiezdrowo.pl, Spokojdziecka.pl. However, I will not elaborate on them because, I run the agency that manages an action. However, I recommend a look at them as good examples of communication activities in the pharmacy.

b318605Returning to action for Cale Part. That the agency is conducting a project for Heel received a difficult task of introducing a new product on the market, or to build a communication from zero. Difficult task, But as you can see, results of their work are more than satisfactory. “A family adventureand” – the name given brand fanpage FB. Following various fanpage carried out by or for pharmaceutical companies and, unfortunately, for the most part are treated as boards of price promotions, new flavors or colors packaging. Very Polskand after years of activities in social media knows, the guarantor of success is the dialogue. I have accepted this direction FB. The initial period is “oswajanie” patient (in pharma no word consumer) brand, Packaged, with the philosophy of the brand, po to aby Cale Part became part of the home medicine cabinet. Browsing fanpage easily notice the occasional posts, Posts lifestyle and enjoying a lot of attention “the golden mean“. Product posts are of course, but do not dominate and that is success. The very name of the campaign FB or “A family adventure” very good. Communication with the patient leads encouraging him first to like and reading entries. Also included are from time to time an exposure in the form of a competition, but it is done with a sense of. Facebook.com However, this is not the only place where I observed Cale Part. Browsing the network can be seen in more detail, that Very I do not focus one communication channel. Measures for Cale Part and campaigns “A family adventure” can be seen in the blogosphere, actions e-PR, as well as traditional advertising banner. All in the family balanced climate, without strong, invasive screaming advertising “buy me, buy!“. This is only the beginning of a brand, anything can happen, but I know it is the most important start, This campaign is a good.



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