I have recently written about the The Dreaded Black Screen of “No Approved Therapeutic Claims” and this one is related.
What happens when you whip out trusty Google, search up a medicine you want to purchase and find these out:
- no product website
- no local supplier’s site
- no official social media accounts
- bad reviews about the medicine
Simple — You move on.
This is a scenario of a total disconnect on the medicine’s lack of online marketing.
Good for you since you got the info you needed (medicine bad, find another).
Bad for the manufacturer since they didn’t get your business.
But hey, try to multiply this scenario with the many users primarily using the internet for SEARCH, the manufacturer is going to have a big headache.
A “Lack of Online Marketing” Example
Here’s a concrete example.
Medicine Name: SARIDON
Saridon, according to Wikipedia, is an analgesic that is widely marketed and available in the Visayas and Mindanao region here in the Philippines. Due to its cheap price, it has become widely popular.
Try to emulate our above scenario and do a search for “Saridon” and you will see a very disappointing array of results. Encouraging? Certainly not.
You will see this search result all of the following:
One Wikipedia article. Check. One Youtube vid. Check. One fan-made Facebook page. Check.
But where is the SARIDON information
that your customer is looking for?
Turn to page 2 of the results and you’ll start seeing a negative feedback (warnings) and write-ups about the product. Issues were being raised regarding Saridon.
One columnist raised the issue of the ingredients found in the product. It stated the previous usage of phenacetin in the formula which is a known carcinogen and used in cocaine production. The product was reformulated but this time used propyphenazone which is not quite as safe to use like the previous active ingredient.
Another attack on the product is the mention of using Visayas and Mindanao are mere test markets (Imagine that! We’re lab rats!) and further mentions of the same warnings as the above columnist.
I know some of the people from Visayas and Mindanao might say they have not even heard of the product. That is the point. What if this kind of news moved from just an online buzz and circulates to ears that hear offline.
Would that be good for the brand? The resounding answer is NO.
The good thing is that there is always a fix for this. Online problems have online and offline solutions. The question now is how quick the company, brand, or manufacturer will address these kinds of issues before it becomes too late.