No matter what brand you promote, chances are that people are talking about it. And the higher their level of involvement,
the greater the likelihood that they'll feel compelled to raise the topic in conversation. It's not just high-involvement
categories like breast cancer that make people talk. For every condition, there is a discussion—and you can be certain, it's
already happening, with or without your involvement.
For example, one consumer reported a recent conversation with a neighbor on the topic of ulcerative colitis: "He was in his
garden watering his plants. We started talking, and I asked him why he didn't go out so much. It turns out he has the same
condition as I do. He asked me why I seemed so well, and I said I was using this product and was getting better. We told him
to go see his doctor and ask for that product. He did, and then he went to his son's wedding a month later—the first time
he'd left the house in eight years."
In another compelling example, a consumer shared this story: "I saw this family locally in the park and I said to them, 'Gee,
your kid looks so small, maybe she needs to get checked.' The mother of that child liked me and asked about my kid because
she is also very small. So I told the mother everything about what medication my child takes ... and I tried to help them
out. That's why God gave us a heart; we should use it to help others."
People are desperate to connect, and seek outlets to share their story, help others, and be a part of a structured community
that helps people feel less alone with their condition. Pharma now has a great opportunity to shape the conversations, to
be perceived as a partner in the healthcare process, and to optimize its media spend, using a tool more powerful than any
TV ad—the words of the patients themselves.
Start the Conversation
Word-of-mouth communication has become a practical, measurable way for pharmaceutical companies to communicate with patients
about health issues. It's a technique that is in its early days for pharma, and it must be handled with care. But word-of-mouth
is a compelling concept, because it comes with the power of a recommendation from a trusted source—a friend, a family member,
a business colleague—with an element of authenticity that a traditional advertisement can never match.
The goal of pharma WOM programs is to stimulate informed conversations about health conditions and to encourage people to
ask their physicians about treatment options. Essential to the process is educating the consumers who participate so that
they are well informed and knowledgeable about the condition in question.
The thousands of conversations that occur will be educational and informative, and will come from a trusted source—the very
people who use these products or care for those who take them. These kinds of discussions can then motivate others to take
action by seeing their physician, complementing existing DTC efforts.
The process of launching a WOM campaign typically starts with WOM-specific research to understand how consumers talk about
certain conditions—what words they use, who they would speak to, where conversations happen, and why they occur at all. Those
insights are wrapped into a recruitment process of engaging brand advocates to join a structured program. This type of direct
relationship marketing puts a new spin on how to engage the folks who have opted for more information, but who are rarely
contacted after that first welcome mailer.
Consumers may receive a permission-based e-mail offer from the pharma company to join an awareness program. After an individual
opts in and registers on a site, he or she completes an online educational tutorial about the condition and is mailed a welcome
kit. This kit includes materials that can be distributed to people who want to learn more about the health issue in question.
The pass-along content includes consumer-friendly facts about the condition, and directs consumers to a microsite where they
can learn more about symptoms, treatment options, and questions for physicians. (Think clear call-to-action, measurement,
The "brand ambassadors" then report back about their conversations by completing a brief online survey so pharmaceutical sponsors
can gain insights into who is having conversations, where they are taking place, and what outcomes can be expected.
Word-of-mouth conversations typically take place off-line (see sidebar). But that doesn't mean that a WOM campaign cannot
be tracked. As a place to start, you can measure and model various data points, such as the number of brand ambassadors in
a program and the number of conversations that are generated as a result. You can then further explore opt-in rates from calls-to-action,
time spent on Web sites, referrals to a physician's office, and of course, the number of new prescriptions that come from
And this doesn't even begin to consider the loyalty effect of the consumers who participate in a structured program, and receive
ongoing messaging on behalf of the sponsor, encouraging compliance and brand affinity.