Social media marketing is more than creating a blog, taping a podcast or a filming a vlog. It is a "relationship marketing" philosophy that has its roots in 360 degree branding and moments of truth where each customer touch point reinforces building trusted relationships with your customers/patients. 

AstraZenca gets it. And in a print ad. My favorite lines -  "We'll be the first to admit we don't have all the answers. But as a pharmaceutical company, we recognize that when you trust us to help you, we feel we owe you the same trust in return." The ad is tagged: "Healthcare for people. Imagine that."

To me this implies mutual respect. Good marketing does not = customer manipulation. With its content rich website, AZandME.com, the company reinforces its positioning. - "This web site, AZ&Me, is our first step toward realizing our goal of creating a more personal, more positive healthcare experience. Are we there yet? Certainly not we've only just begun. What we are wondering now is, where do we go from here?"

AstraZeneca, glad you asked. You've taken the first steps in understanding that the new world of marketing means creating trusted relationships with customers/patients. How about a step into social media tactics with a blog or a series of podcasts or a vlog program that bring your static web content to life? Need a few ideas on how to make it happen? Attend the Medical Blog Network Healthcare Summit next April. (wink)

Let's take a tip from AstraZeneca. As you develop your marketing plan for 2007, consider what you can do to ensure that your customers/patients know that you trust and respect them. So very bloggy!

Fard Johnmar has written an excellent review of healthcare advertising.

Note: This is cross posted on Diva Marketing and includes a graphic of the ad.

Carol and I wish you and yours a joyous holiday season and a happy, healthy and successful 2007.  

TTYL!

Toby

For more information on marketing and social media strategies please visit Toby's blog Diva Marketing Blog and Carol's blog Driving in Traffic Blog.