The old approach to marketing tool has already passed. Social media have brought a revolution in perception and selection of content. This, who decides to exist only on the media offline, take your own chances of engaging users to build a positive image of a company or a product online.The purpose of any communication carried out is to reach the recipient deliberate and call the appropriate, established interaction. Connectivity offline and online media is the use of the media with the highest range of media with the highest level of commitment. Irrespective of their synergy, the success of the measures decided by typing in the current context, or social trends.
Previously noticed, that the use of tools, specialized services such as pacjentko - Expert and the product may no longer be sufficient to conduct effective communication.
Information about the product or the company operate in a number of network: forums, weblogs, in health services for patients. From the perspective of pharma social media marketing is needed to determine, where it is necessary to present a brand or a pharmaceutical company. However, parents are the needs and expectations of our customers, or expect and wish that the presence of. It is hardly surprising, because we also do not like a situation, When a stranger comes to our house without invitation.
Pharma marketing tools have long ceased to be identified with leaflets, gadgets and Web site for product. Different channels of communication online and offline to penetrate. Required more than ever is the integration of activities, and thus approach to building communications across all channels, where there is a potential for interaction with the target group. Inconsistent messages not only to create a completely different campaigns for different audiences (doctors, pharmacists, patients). Different layout of printed materials and online, need to register or omissions regarding the content are some of the obstacles to communication. In this way, it will be difficult to build influence attitudes, engaging in dialogue.
Distinction between online and offline makes sense in relation to the media. However, does not refer to a specific person, his everyday behavior. From the moment, when he departs from the computer is not switched on or offline. If you are sick, can pick up to a pharmacy or doctor. If not tolerate the medication, may seek information from other users, contact your pharmacist or the person responsible for the medicinal product.
The Internet is so, from a user's perspective, part of the world and its real life.
Therefore, Grey Tree work with respect to the world and conviction, that there are a guest.
Truizmy, which are the basis for understanding the changes occurring in the market of marketing communications in the network *:
- The Internet is not TV
- Internet to nie interaktywność
- The Internet is a dialogue with the consumer
- Internet tries to 50% Poles
- Advertising display is a small fraction of the possibilities of marketing communications
- Internet.
* G. Flint, Who eats cake Online, Marketing in Practice, January 2011.
