Healthy Skepticism Library item: 18768

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Davis JJ
The challenge of Google Sidewiki for pharmaceutical marketers
Journal of Medical Marketing 2010 Aug 13; (10):323–331
http://www.palgrave-journals.com/jmm/journal/v10/n4/abs/jmm201023a.html

Abstract:

Google Sidewiki allows any individual to leave comments on any web site, in which visitor-generated content appears right next to the original web site in a separate frame within the same browser window. Sidewiki has the potential to dramatically alter how consumers think about and interact with all brands. However, the implications of Sidewiki for pharmaceutical companies are even greater with potential negative impacts on consumer health a real possibility due to the lack of external verification for comments regarding topics such as adverse effects, off-label usage and alternative dosing. This article describes Sidewiki, discusses its potential impact on pharmaceutical companies and pharmaceutical marketing, and identifies the limited but important current pharmaceutical responses to Sidewiki. The article proposes both immediate actions and longer-term planning considerations to assist pharmaceutical companies in responding to both the threats and opportunities posed by Sidewiki.