{"id":5144,"date":"2010-04-01T00:00:00","date_gmt":"2010-04-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2010\/04\/01\/pmn94-article01\/"},"modified":"2019-02-18T19:52:38","modified_gmt":"2019-02-18T19:52:38","slug":"pmn94-article01","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn94-article01\/","title":{"rendered":"Real Patient Testimonials"},"content":{"rendered":"<p>Real Patient Testimonials                An Effective Social Media Marketing Strategy<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"Take It From Bob\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Take-it-from-Bob.jpg\" width=\"165\" align=\"right\" border=\"1\" height=\"200\" hspace=\"8\"\/>Drug companies have long used celebrities to endorse their products. However, according to a recent Wall Street Journal article, market research shows that the sick are relying more on the recommendations of fellow patients, and less on the reputations of companies and endorsers, in deciding whether to seek treatment and what drugs to ask for. Exploiting that trend, pharma marketers are beginning to use real patients in their direct-to-consumer TV and print ads and are soliciting real patient stories on their web sites, YouTube channels and Facebook pages.<\/p>\n<p>Given the popularity of social networks among consumers seeking medical advice, the next logical step may be the use of real patient brand ambassadors to participate in pharma-owned and 3rd-party online discussion forums.<\/p>\n<p>This article discusses the potential pitfalls, regulatory issues, and best practices regarding the use of real patient testimonials based on comments collected from a recent survey of readers and other experts.<\/p>\n<p>Topics include:<\/p>\n<ul>\n<li>Peer-Influenced Marketing<\/li>\n<li>Soliciting Patient Stories<\/li>\n<li>Consumer Opinion Leaders<\/li>\n<li>FDA Blasts Lilly&#8217;s PAH eCommunity Videos<\/li>\n<li>FTC Publishes Final Guides Governing Endorsements, Testimonials<\/li>\n<li>Avoiding the Pitfalls<\/li>\n<li>Are Patient Testimonial Ads More Persuasive?<\/li>\n<li>Brand and Disease Category Ambassadors<\/li>\n<li>Integrating Broadcast DTC and Social Media<\/li>\n<\/ul>\n<p><b>Read this article now. It&#8217;s FREE&#8230;<\/b> <\/p>\n<p><b><a href=\"http:\/\/www.news.pharma-mkting.com\/pmn94-article01.pdf\">Download PDF file<\/a><\/b><\/p>\n<p>PMN94-01<br \/> Issue: Vol. 9, No. 4: April 2010<br \/> Word Count: 4403 <\/p>\n<p\/>\n<p>Also see these articles relating to use of patient testimonials:<\/p>\n<ul>\n<li><a href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/forums\/showthread.php?t=21754\">FTC Publishes Final Guides Governing Endorsements, Testimonials &#8230;<\/a><\/li>\n<li><a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?t=20475\">Alli&#8217;s New Marketing Strategy: Enhance Product Claims, Cast &#8230;<\/a><\/li>\n<li><a href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/forums\/showthread.php?t=13806\">J&amp;J Receives FDA Warning Letter Regarding ULTRAM Webcast<\/a><\/li>\n<li><a href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/forums\/showthread.php?t=7928\">Alice, 35, is Not a Real Ambien CR Patient.<\/a><\/li>\n<li><a href=\"http:\/\/www.forums.pharma-mkting.com\/archive\/index.php?t-13606.html\">Consumer Opinion Leaders: Pharma&#8217;s Secret Sauce for Social Media &#8230;<\/a><\/li>\n<li><a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?t=7298\">Vyvanse Warning Letter: Too Late! Shire Got Rid of Ty Pennington &#8230;<\/a><\/li>\n<\/ul>\n<p>  <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNeMktingReprints.htm\">eMarketing &amp; ePromotion<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNRegComplianceReprints.htm\">Regulatory Compliance<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNpatedReprints.htm\">Patient Education<\/a> <\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>This article discusses the potential pitfalls, regulatory issues, and best practices regarding the use of real patient testimonials based on comments collected from a recent survey of readers and other experts.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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