Customer Generated Media (CGM). It can be a great unknown. It can be helpful. It can be harmful. It can be your best friend, or your worse nightmare. It has the power to influence thousands, if not millions, in this mobile social media aware society we live in. CGM can make your brand the greatest on the earth. It can send you to the ash heap of history.
Anybody can blog.
Anybody can do a video.
Anybody can start a viral email campaign.
Anybody can create a facebook page.
Sorry to say this, but not everyone thinks you doing the great job that you think you are.
If your marketing department is not monitoring CGM and your customer experience from a brand perspective, then you and your specialty pharmacy, payer, hospital, physician practices, or any healthcare organization is at risk. People are not afraid any longer to say things publically.
It means that in the age of the Internet, disgruntled consumers and patients, unhappy employees, media, anybody, can opinionate about their experiences, post photos, interviews and show to the world how good or bad you are.
Anyone with a computer and Internet connection can create CGM. Doesn’t matter if what is written is true or false. The world doesn’t care. And those who read it will believe it.
Look at: Comcastmustdie.com; Ihatedell.net; Technorati.com; Youtube.com; MrConsumer.com, all examples of CGM. And it could be you tomorrow.
If you don’t know what your consumers are saying about you or your competition for that matter, you are losing control of your brand.
You operate in a virtual marketplace where consumers know more than about you than you realize.
You lose in a customer/patient driven fast-break. Disgruntled consumer creates Consumer Generated Media, and is picked up by mass media- print and electronic. You won’t even know what hit you.
Monitor CGM like you do your competitors and you can possibly prevent being a victim, limit potential damage and improve the customer patient experience in the process.
Welcome to the age where customers and patients are the new paparazzi.
Anybody can blog.
Anybody can do a video.
Anybody can start a viral email campaign.
Anybody can create a facebook page.
Sorry to say this, but not everyone thinks you doing the great job that you think you are.
If your marketing department is not monitoring CGM and your customer experience from a brand perspective, then you and your specialty pharmacy, payer, hospital, physician practices, or any healthcare organization is at risk. People are not afraid any longer to say things publically.
It means that in the age of the Internet, disgruntled consumers and patients, unhappy employees, media, anybody, can opinionate about their experiences, post photos, interviews and show to the world how good or bad you are.
Anyone with a computer and Internet connection can create CGM. Doesn’t matter if what is written is true or false. The world doesn’t care. And those who read it will believe it.
Look at: Comcastmustdie.com; Ihatedell.net; Technorati.com; Youtube.com; MrConsumer.com, all examples of CGM. And it could be you tomorrow.
If you don’t know what your consumers are saying about you or your competition for that matter, you are losing control of your brand.
You operate in a virtual marketplace where consumers know more than about you than you realize.
You lose in a customer/patient driven fast-break. Disgruntled consumer creates Consumer Generated Media, and is picked up by mass media- print and electronic. You won’t even know what hit you.
Monitor CGM like you do your competitors and you can possibly prevent being a victim, limit potential damage and improve the customer patient experience in the process.
Welcome to the age where customers and patients are the new paparazzi.
