4 Responses

  1. Matthew Tendler
    Matthew Tendler October 27, 2009 at 10:02 am | | Reply

    Pharmaceutical companies have their work cut out for them:

    They are not like other consumer product companies like Apple or Starbucks in that ultimately the physical products pharmaceutical companies make are much more important than how much love they have.

    Allison provided a perfect example of this: She “loves” Novo-Nordisk but sticks to Humalog anyway. In the other examples, if you LOVE Apple you’ll go out and buy Apple products instead of Dell or HP. If you LOVE Starbucks, you’ll choose Starbucks over the competitors 7 days a week.

    Does Novo Nordisk consider Allison’s love for them (as a diabetic, not an influential blogger), but her apparent refusal to switch to their products, a win for their company? The barrier of switching is as tiny as asking her endo for a different prescription, but in reality she probably just sees no reason to change to the Novo Nordisk product.

    Apple knows that if people love them as a company, that these consumers will buy and switch to their products NO MATTER WHAT; whether the products are overpriced or inferior in technical specifications or both. Is the same true for a pharmaceutical company’s products? If we use Allison as an example, no.

    Social media is still VERY important for pharmaceutical companies but I believe there are a different set of case studies that they should follow instead of Apple and Starbucks. Whereas people will sacrifice to buy products they love (for example spending more money on a Mac), diabetics, in general, will not sacrifice to buy from a company they love unless the benefits are VERY apparent.

  2. Joseph Flaherty
    Joseph Flaherty October 27, 2009 at 2:44 pm | | Reply

    The update link about the hearing on social media seems to be broken. Would love to check it out!

  3. Ben Atkins
    Ben Atkins October 28, 2009 at 6:13 am | | Reply

    Thank you Amy and Allison for your post. I work in the pharma industry and I really appreciate the opportunity to listen and learn from blogs like yours.

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