Im going to warn you right now, the comments arent pretty overall and do include quite a few adverse events, but there are some great comments as well. Thats going to tell you a lot about Lipitor. There are also 80 comments (i.e., product reviews on the site). This is a great opportunity to figure out what to include in future patient educational efforts. My guess would be that they would be more than happy to sell you the information. iGuard used to include what specifically people wished they knew in the drug profiles, but it appears that they no longer post this information. For Lipitor, 18% wish they were told more before starting treatment. iGuard also collects information about what patients wish they knew about the drug before they started. Here are some of the overall ratings for Lipitor:īut, how reliable is this information? The Lipitor ratings are based on 45,430 surveys sent out by iGuard (more on their process here). As an example, you can view the profile for Lipitor on iGuard here (registration required). iGuard has user ratings on thousands of drugs including aggregated stats and comments. At least, I havent seen them on pharma websites. Ive seen content reviews, where users can rate thumbs up or thumbs down or assign a number of stars to a specific article or page, but not product reviews. With all of this increased adoption of product reviews (and increased sales from them), are any pharma companies using product reviews on their sites? I havent found one, so please correct me if I missed one. Bazaarvoices blog (company CMO quoted above) had a good article about this and reprinted this example picture of a Best Buy Sunday circular: Makes sense, right? If product reviews drive conversion rates and increase order values, why not advertise your reviews? Best Buy was one of the first to do this.
#Review of iguard Offline
Product reviews have become so mainstream and so important in brand consideration that many companies use product reviews received online in their offline advertising. Tough to find the important conversations about a specific product in the latter. a room where they are there to talk about anything. AdAge quotes Sam Decker, CMO of Bazaarvoice, a company that manages product-review platforms: His offline analogy is a room where everyone is there to talk about your product vs. Yes, its important to monitor Twitter to see what people are saying about your brand, but if youre expecting some major insight or great new idea, youre looking in the wrong place. Were talking an awful lot about Twitter lately, but lets get back to the basics. Simple example, but you see how it works.ĪdAge just published an article about product reviews with a great title (good article, too): Forget Twitter Your Best Marketing Tool Is the Humble Product Review. Well, if you have a PC, you arent worried. For example, someone ranks a product 1-star and says this didnt work on my Mac. They read them and consider whether the negative would actually bother them. Negative reviews dont immediately turn people off. Instead, when there are negative reviews, it actually can lend credibility to the product (and site) because people know the reviews are actually genuine. What do you think about that? Youd probably feel like the results might not be all that authentic. Youre checking out a product online and all the reviews are glowing. In addition, negative reviews arent an issue so long as there arent only negative reviews. It turns out, of course, that simply having reviews can increase traffic, conversion rate, and average order value (see more detail here). One of the big reasons that product reviews were slow to appear for a long time is that companies were afraid of negative reviews. (note: I mentioned product reviews in my article The Myth of Adverse Event Reporting.) Its becoming fairly standard practice for most companies, as theyve come to realize that this is pretty much an expected feature among todays consumer. If you have bought anything online or researched a future purchase online, chances are that you referenced user-created product reviews. We give our opinion to manufacturers, as the people who know what the product really does, to help them improveexcept for pharma. We often use them to make decisions about what products we buy and which we keep buyingexcept for pharma. We see them everyday on pretty much every site we visitexcept for pharma.
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