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The reputation of a pharmaceutical company is a precarious thing. Any negative press about your company or a new medicine can spread like wildfire online, so it’s important to make the most of all the positive content you do have.
Because bad news can spread so quickly online, reputation management for drug companies depends on maximizing all the positive content you can.
“Positive” content is anything you want to show up on the first page of a search, such as an announcement about a new medicine or promising trial results. Maximizing that content so that it is more likely to show up on the first page of a search is a two-step cycle you can repeat endlessly:
- Gather positive content (existing and new)
- Publicize it
Gathering Positive Content
First, gather all the positive content you already have about your drug company and about each drug you offer. Positive content could include but is not limited to:
- success stories
- results of a survey or trial
- case studies
- feedback from partners and vendors
- certifications and other marks of quality
Continually strive to get more positive content you can maximize for your online reputation management. Ask pharmacies and doctors for feedback and use lots of surveys and trials for research and data collection.
Publicizing Positive Content
Once you have all this positive content, the trick is to get it online in as many places as possible so it shows up in the first page of search results.
Start with a Testimonials page on your website.
On this page, publish the positive feedback you’ve received from customers, doctors, pharmacies, partner companies, and others. Any comments that show your company or specific drugs to be high quality and trustworthy belong on this page.
How to maximize your Testimonials page: Incorporate testimonials into your social media strategy with links to this page. Publish them in press releases, articles, and other online and offline materials.
Next, set up a Press, Media, or News page.
Anytime you have an announcement or press release, publish it here first. Then all other online press releases will link back to the original on your website as the source of the information.
How to maximize your News page: Anytime you have news, link the online press releases or social media announcements to the originals on your News page. If you have lots of news or announcements, you can create additional social media accounts dedicated just to getting the word out. Twitter is especially good for this.
Third, publish success stories often.
While testimonials demonstrate doctors’ confidence in your company, success stories illustrate how one of your drugs helped an individual struggling with a problem. They build your online reputation with the power of storytelling while appealing to a different segment of your target audience.
How to maximize success stories: Dedicate a page on your main website to these stories, only publishing short blurbs with a link to a different website completely devoted to success stories. That way the positive content takes two spots on a search engine results page. You can also create an additional social media account dedicated to sharing these stories.
There are plenty of other ways to maximize positive content for your drug company’s online reputation management, but these are the basics. Maintain good search rankings and press with these pharmaceutical online reputation management techniques.