What Ever Happened to Web 1.0?

Imagine a scene filled with palpable expectations and fanatical excitement.
The moment of fervent examination and exploration – What is it – What can I do with it.
Joy and triumphant ownership – “Look at THIS – It’s mine - Who can I share this with?”
Suppressed anxiety – “Is this IT?”

What scene did you imagine - Kids at Christmas or the Digital Communications and Technology Industries launching yet another new toy?

Can you really blame either of them?

But, does Pharma get caught-up in the infectiousness of someone else’s new digital communication toys just like doting parents with their kids around the Christmas tree?

Is Web 2.0 the new toy?

(See Physicians and Web 2.0)

Is it a phenomenon that will pass in time?  Does Web 2.0 really offer Pharma communications anything?

A very senior Pharma Communications Exec was heard to remark last week: …………

A very senior Pharma Communications Exec was heard to remark last week:

“This social networking thing – I suppose we had better do something about it?”

But, what about the old toy - have Pharma already had the best of
Web 1.0?

Has Web 1.0 been effectively employed by the industry to achieve its communication objectives?
Have Pharma learnt the lessons Web 1.0 has to offer?
Are they ready to apply those lessons to Web 2.0?
Are Pharma already applying those lessons?

Is Pharma sitting there saying to itself:

“That’s not my problem.
I have digital communications, marketing, advertising, PR, media buying agencies, and digital strategy companies to advise me on all that.
They know the answers – Don’t they?”

Well Pharma is living the product of its faith! Are digital communications really working?

Is Pharma being applauded for its digital communication efforts by those who matter – The Clients?

Are Pharma on top of the WEB 1.0 Game?

Let’s start to test the hypothesis that Pharma is on top of the Web 1.0 game?

Has Pharma or their Agents:

1. Created communications to clients that stimulate thinking, meet needs and empower?
2. Developed methodologies to take communication objectives and translate them into ‘fit for purpose’ screen content and design?
3. Really understood how their target audiences use digital communications?
4. Utilised the different types of interactivity available, not just the navigational type, to create perceived value in their target audience?
5. Employed ‘inside–out and outside–in’ thinking or combined ‘top-down and bottom-up’ design approached to stimulate or even provoke?
6. Recognised that presenting different Points of View (PoVs) can assist a user decide upon their own position?
7. Matched different mental models to differing communication agendas such as the SPIN methodology to digital selling?
8. Appreciated that different users ‘prefer’ to think in different ways, such as an upper-right brain versus lower left brain preference thinker, and matched the design of content to those preferences?
9. Linked media choice to communication objectives and constraints – Is video always the best answer?
10. Explored the boundless opportunities the web presents to address the business, communication and personal agendas of their clients?
11. Adopted communication tactics such as storytelling, narration and dialogue to engage the user; utilised metaphors and mnemonics to create ‘stickiness;’ appealed to peoples feelings – why would you want to do that?
12. Have we even fully embraced User Centred Design

If Not - Why Not!

Is this hypothesis justified? Am I correct? Are the criteria I work with wrong?

So where does that leave Pharma?

Pharma needs to learn, for itself, what is possible.

Brand managers, for example, need to engage. To become better judges of
Who Has Got IT and Who Has Not!

Make No Assumptions – Take No Prisoners!

If digital communications spend continues to rise as predicted (Do you need a link - you know that you are spending more) is Pharma going to continue to ‘tick the digital box’ or GET REAL?

Is Pharma going to exploit its expertise and resources?

Is Pharma going to justify its reputation as the ‘tour de force’ in marketing?

How can the blind lead the blind?

 

Pharma needs to ‘own’ what the digital communication ‘toys’ can really do for its business.

We all know what happens to those who consume based upon trust and only one source of ‘professional’ advice!

They go to the web and get empowered.

(Tomorrows Blog: Social Media: From Ug to Hysteria Lane to Facebook.