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Advice You - Why Businesses Aren't Blogging
I am a business blogging evangelist. There I’ve said it. I think businesses should be selling their services through education and building trust with information of value. What better way of achieving this than with a relevant and regularly updated blog?
Sometimes I wonder whether I do get carried a
Sometimes I wonder whether I do get carried a
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
long with the whole web 2.0 crowd and should stop to see why business blogging hasn’t yet taken off on a larger scale. After all, not everybody thinks there is going to be an imminent revolution in how businesses communicate.
Last week’s Blogging4Business conference was an opportunity for those in ma
Last week’s Blogging4Business conference was an opportunity for those in ma
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
rketing and PR to listen to blogging’s proponents and decide whether to be afraid or rejoice.
The BBC sent a reporter along so, with their government mandate for objective reporting, I was interested to see what impression was being broadcast to the wider world. The BBC’s reporter attended a session
The BBC sent a reporter along so, with their government mandate for objective reporting, I was interested to see what impression was being broadcast to the wider world. The BBC’s reporter attended a session
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hosted by Microsoft’s Darren Strange, one of their leading bloggers, who gave a typically browbeating speech:
"He delivered an impassioned plea for firms to allow staff free reign to write their own blogs.
"I know it sounds scary that you have hundreds of people writing what they like about the firm
"He delivered an impassioned plea for firms to allow staff free reign to write their own blogs.
"I know it sounds scary that you have hundreds of people writing what they like about the firm
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
, and you having no control over it," Mr Strange said.
"Yes, things will go wrong, people will say things that perhaps they shouldn't but the benefits outweigh the downsides."
The room of PR executives meanwhile had been stunned into silence. "
It’s a common theme in the blogosphere that the tradit
"Yes, things will go wrong, people will say things that perhaps they shouldn't but the benefits outweigh the downsides."
The room of PR executives meanwhile had been stunned into silence. "
It’s a common theme in the blogosphere that the tradit
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
onal PR and marketing mindsets are struggling to come to terms with the new attitudes to communication. It would appear that this view is also shared with the wider world and still a reason why business blogging isn’t being pushed along the traditional lines.
People often fear what they don’t underst
People often fear what they don’t underst
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
and or think they can control. Mainstream exposure of blogging is always beneficial for the movement’s growth, even if it’s just to highlight the gaping void between the traditional mindset and new breed of online proponents.
In my search for people prepared to stand up and challenge the beliefs of t
In my search for people prepared to stand up and challenge the beliefs of t
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
he business blogging movement I came across a white paper by the Lewis Global PR agency. The report is well researched and objective, and does give a clear insight into some of the barriers holding the movement back.
Here are some of its key points:
1. In a survey of 300 companies from 10 countries
Here are some of its key points:
1. In a survey of 300 companies from 10 countries
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nly 5% had a blog. A stark contrast to the popular and oft quoted Jupiter research report that heralded 35% of companies would be blogging by the end of 2006. The fact is that business blogging hasn’t yet taken off and is still mainly the preserve of individual professionals, marketing and new media a
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
gencies.
2. There is uncertainty about the benefits and best practices. More mainstream awareness is needed of case studies and businesses who have gained from blogging.
3. There is less enthusiasm to invest in new technology simply because it is the latest fad. Businesses are no longer going to spe
2. There is uncertainty about the benefits and best practices. More mainstream awareness is needed of case studies and businesses who have gained from blogging.
3. There is less enthusiasm to invest in new technology simply because it is the latest fad. Businesses are no longer going to spe
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
d money just trying to be cool. People are keeping their fingers in their pockets after getting them burnt in the last misfired internet explosion.
4. Blogging requires a significant investment of time, skill and knowledge. You can outsource the first two, but will still soak up an employee’s time pr
4. Blogging requires a significant investment of time, skill and knowledge. You can outsource the first two, but will still soak up an employee’s time pr
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
oviding the third.
5. It’s difficult to assess the value of blogging in terms of cost-benefit. We are still missing a recognised set of metrics for measuring engagement, although some would argue that a lot of marketing takes place without robust metrics anyway.
6. It’s difficult to pitch blogging t
5. It’s difficult to assess the value of blogging in terms of cost-benefit. We are still missing a recognised set of metrics for measuring engagement, although some would argue that a lot of marketing takes place without robust metrics anyway.
6. It’s difficult to pitch blogging t
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
o a CEO. Without quantifiable benefits like bringing in sales leads and reputation enhancement, but with the much publicised risks, it’s a difficult sell. Page 10 of the report does however provide a good summary of all the possible benefits for HR, marketing, sales etc.
7. Marketers and blogging gur
7. Marketers and blogging gur
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
s might read a lot of RSS feeds but that doesn’t mean business people do. Will your blog be able to gain their attention with all the emails, industry magazines and sales calls they receive in a day? (Research was however published by Edelman recently showing that blog readership contains a large prop
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ortion of influencers: people responsible for buying decisions who want to be up to date on the latest developments. RSS has also only been integrated into browsers for a few months).
8. Your blog has to be able to provide news and information of value to attract readers. If your business isn’t in a
8. Your blog has to be able to provide news and information of value to attract readers. If your business isn’t in a
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ast paced industry then you might struggle to provide enough content. (the Tinbasher is a blog by a sheet metal company. It’s one of the UK’s most popular blogs and has helped increase their sales.)
9. Blogs need to be transparent and fit in with the blogging culture, if this doesn’t fit in with your
9. Blogs need to be transparent and fit in with the blogging culture, if this doesn’t fit in with your
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
business’ culture than your blog might struggle. Corporate speak doesn’t work online.
10. Your blog might attract negative comments and feedback if you’re in a controversial industry or attract criticism. Animal testing firms should probably think twice.
Lewis Global PR’s report highlights many of
10. Your blog might attract negative comments and feedback if you’re in a controversial industry or attract criticism. Animal testing firms should probably think twice.
Lewis Global PR’s report highlights many of
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
the same issues business bloggers are facing: lack of awareness, lack of well known case studies and the fear of jumping in before everybody else.
The business blogging movement still continues to gain pace though, with SEO firms now signing up and many PR agencies making hesitant enquiries.
Last y
Last y
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ar I went to a small business exhibition in Milton Keynes to distribute leaflets on the benefits of blogging in the hope of riding the web 2.0 wave. I’ve still got a pile sat in my drawer. Lewis Global PR’s report shows that it might still be too early to give them another airing just yet.
Business b
Business b
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
logging might not be appropriate for every business. But for those wishing to reach a global audience with a niche product, the time is still ripe to start talking about yourself and engaging with your online marketplace. I still know which side I’m on, even if it is just because it’s more interesting
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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