If you think, that conducting a promotional campaign for his drug off-line, you should not watch the reaction of Internet users in the network – then you are in a large error! The boundaries between the real world and the virtual (online) increasingly blurred.The drugs, diets and such.: foods for athletes discussed not only in the narrow circle of friends and family, in pharmacy, by organizing promotional events, but also - and perhaps above all, – on the web.
So, yes ... the discussion on the effectiveness of, prices, recommended dosage, side effects, taste of the supplement or drug is carried by dozens, Hundreds, if not thousands of web surfers, or your patients / consumers. Moreover,, Unlike conversation pharmacy, the participants will pharmacist and patient plus possibly two or three people standing in queue, witnesses - readers of the online discussion is mostly much larger group. In both cases, the talks appear opinions, comparisons and recommendations, but also occurs, and that the negative assessment. Even the best (Of course in our, subjective assessment) the product may meet with very poor acceptance by consumers. Sometimes a single, neutral or unflattering statement journalist or TV material in the context of our medicines or pharmaceutical company, Internet and a swarm of hundreds of negative comments. In another case, our dietary supplement may be not so good, as newly introduced competitive equivalent to pharmacies. At this point, I mean not only the characteristics of the product, but also the same ad, which can outdistance the other players in a given product category and will have nothing to do with the ingredients and the price of our drugs, supplements and cosmetics. Also, our new, refined over several weeks or months advertising campaign could be a disaster, and even - as we have at times - call, at least mixed feelings. It all makes a difference, because the subjective evaluation of Internet users are one of the essential elements of the overall image and perception of specific pharmaceutical products by current, but also potential patients / consumers.
Most product managers is well aware of the need to track the online reviews about the products. Serve the professional analytical tools, that allow you to keep the lead monitoring the Internet for network-based discussion (are monitored for particular words - names, but also the whole phrases and related links). With specific analytical tools, we are able to check the context of the occurrence of the brand in the network - positive, neutral and negative, as well as the trend of the changing context of speech (for example.: the proportion of negative reviews, what should be an emergency situation for us!). Moreover,, we are able to know the categories most frequently addressed topics related to our products, for example.: discussions on how to accept or comparison with competing products. Certainly this information, namely conclusions that we draw from them, will be valuable to us. Thanks to them, we will be able to further explore the advantages and disadvantages of our materials, even if the information provided with the medications and supplements (for example.: whether they are comprehensible to the public).
Another, a very useful feature of many network monitoring tools is to identify KOLs (z. key opinion leaders - key opinion leaders) for our brand in the context of developing an opinion on it. As a result, we are able to reach out to specific messages to people, most often write about our brand (for example.: or so activists. "Hejterzy") or are influential commentators (for example.: authority in the field, large number of people tracking and commenting on the entries of the author) thematic categories related to our products (for example.: beauty, fashion and style in cosmetics). I will mention only, that having a list of potential brand ambassadors and influential authors, we plan entirely separate campaign, which will be based on cooperation and partnership with a number of ambassadors of our product sites.
In sum, Internet monitoring from the point of view of virtually every brand is largely present standard of work for product managers and web agencies. 
Unfortunately, yet still meet situations, that representatives of the pharmaceutical brand orient belatedly, the fact that the Internet is not the image of their products which is the assumed, that is. Faced a growing number of negative comments, or incorrect information about their medicines, supplements or cosmetics. They want to change. Then it is not so easy. Do not go back time, but we are able to take action from day to day - straightening false or unjust opinions, Internet users have a problem explaining and offering them advice. It is worth to advance to rethink your presence on the Internet, because it does not necessarily mean another fanpage on Facebook with your brand in the background. Simply, regardless of whether or not you will conduct promotional network - about drugs, supplements and cosmetics will write others, and their statements will read dozens more people. Co istotne to, in contrast to the example.: overheard in the pharmacy reviews – Online comments will remain in the network for a very long time and reach a much larger audience, long shaping their views on a given drug or supplement. Therefore, the answer to the question, or not worth it in such a situation on a regular basis know, who?, co? and where? writing about your products? As Internet users perceive brands?
