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onfocus="blurLink(this);">Location</a></li></ul></li></ul></div> </div>  </div>     <a id="c1016"></a>  <div class="csc-textpic csc-textpic-center csc-textpic-above"><div class="csc-textpic-imagewrap" style="width:902px;"><dl class="csc-textpic-image csc-textpic-firstcol csc-textpic-lastcol" style="width:902px;"><dt><img src="uploads/pics/Industries_big_Kopie_11.jpg" width="902" height="272" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>      <div id="content_area"><div id="content_margin">  <a id="c865"></a> <div class="two_cols_bs"> <div class="col1">  <a id="c854"></a> <div class="box"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Pharmaceutical Industry</span> </div></div></div></div> <div class="middle"> <div class="image">  <a id="c866"></a>  <div class="csc-textpic csc-textpic-left csc-textpic-above"><div class="csc-textpic-imagewrap"><dl class="csc-textpic-image csc-textpic-firstcol csc-textpic-lastcol" style="width:597px;"><dt><img src="uploads/pics/pharma_01.jpg" width="597" height="172" border="0" alt="" /></dt></dl></div></div><div class="csc-textpic-clear"></div>   </div> <div class="content">  <a id="c856"></a>  <h3>Der hohe Informationsbedarf in dieser Branche erfordert einen userzentrierten und authentischen Dialog.</h3> <p class="bodytext">Die Gesundheit war und bleibt ein Fokuspunkt eines jeden Menschen. Zudem muss sich die Pharmaindustrie wirtschaftlichen Herausforderungen stellen. Schwarzmarkt-Produkte und Grau-Importe schädigen die Branche nicht nur finanziell sondern auch ihr Image. Online-Produkte, deren Wirkung nicht immer dem Original entspricht spielen hier eine besonders starke Rolle. </p> <p class="bodytext">Die Plattformen im Bereich Social Media spiegeln dabei den Wunsch nach Informationen zu Krankheiten und pharmazeutischen Produkten wieder. Themen wie Gesundheit, Krankheit und aktuelle Geschehnisse, wie die Schweineinfluenza, werden in unzähligen Foren und Weblogs diskutiert und angesprochen. Das Forum Medizin-forum.de zählt mehr als 50.000 Mitglieder. Das Forum Med1.de beinhaltet über 280.000 Threads. Beide Foren gehören zu den größten deutschen Foren, die sich mit dem Thema Gesundheit auseinandersetzen. Die Informationsnachfrage ist demnach extrem hoch. </p> <p class="bodytext">Bei einer Branche, die einen derart großen Informationsbedarf bei den Usern verursacht, ist es ratsam, einen usernahen und authentischen Dialog aufzubauen und sich bestmöglich zu präsentieren, um sowohl den potenziellen Kunden als auch sich selbst vor Schaden zu bewahren. ethority konnte bereits namhaften Unternehmen dieser Branche auf ihrem Weg hilfreich zur Seite stehen. Dies verdeutlicht beispielhaft der folgende Case.<br /><br /> </p> <h3>Case </h3> <p class="bodytext"><b>Ausgangslage:</b><br />Das Projekt wurde von einem namhaften Unternehmen der Pharmaindustrie in Auftrag gegeben. Im Fokus lagen dabei wettbewerbs- und markenrechtliche Fragestellungen. Ebenso wurden Themen, wie die Verwässerung von Marken und Produkten, aufgegriffen. </p> <p class="bodytext"><b>Zielsetzung:</b><br />Um dem Kunden die gewünschten Informationen zu liefern, sollte das Gesprächsaufkommen, das sich mit den relevanten Themen beschäftigte, evaluiert werden. Dabei wurde der Vergleich zu einem Unternehmen mit ähnlichem Namen gezogen und inwiefern die User diese verknüpfen. Um dieser Aufgabe gerecht zu werden wurde ein Issue Tracking angedacht. </p> <p class="bodytext"><b>Durchführung:</b><br />Im Rahmen der umfassenden Analyse wurden mithilfe des Monitoring-Systems gridmaster® ca. 2,5 Mio. Dokumente untersucht, wobei das Unternehmen sich der Individualität des Monitoring-Systems bediente und bestimmte Domains von der Suche ausschloss. </p> <p class="bodytext"><b>Ergebnisse:</b><br />Dem Kunden konnten nach Abschluss der Erhebung wertvolle Insights über Markenschutzverletzungen und wettbewerbsrechtliche Fragen präsentiert werden. Zusätzlich konnten erste Handlungsempfehlungen für entsprechende Maßnahmen, wie die Positionierung in Suchmaschinen, aufgezeigt werden. So war der Grundstein für das Unternehmen gelegt, sich im Web deutlicher zu präsentieren und zu positionieren und unternehmensschädigende Maßnahmen von Konkurrenten zu identifizieren und entkräften zu können.</p>   </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"><span></span></div></div></div> </div></div></div>  </div> <div class="col2">  <a id="c947"></a> <div class="box"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Branchen-Facts</span> </div></div></div></div> <div class="middle"> <div class="image"></div> <div class="content">  <a id="c948"></a>  <p class="bodytext"><b>Insgesamt über 100 Foren & Communities in deutscher Sprache</b> </p> <p class="bodytext"><b>Über 30.000 relevante Beiträge pro Tag</b> </p> <p class="bodytext"><b>Größtes deutschsprachiges Forum mit 2,6 Mio Besuchern pro Monat</b> </p> <p class="bodytext"><b>Ca. 2.000 relevante Blogbeiträge pro Tag</b> </p> <p class="bodytext"><b>Aspirin auf Facebook: über 300 relevante Gruppen mit ca. 11.000 Mitgliedern</b> </p> <p class="bodytext"><b>Über 80 relevante Beiträge auf Bewertungsportalen</b></p>   </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"><span></span></div></div></div> </div></div></div>   <a id="c860"></a>   <div class="tx-imtwitterajax-pi1"> <div class="box sidebarbox"><div class="left_border"><div class="right_border"> <div class="top"><div class="left_corner"><div class="right_corner"><div class="center"> <span>Twitter-Feed</span><span class="followme"><a href="http://twitter.com/ethority" taget="_blank"><img src="/weblog/wp-content/themes/ethority_v2/img/followme.gif" alt="" /></a></span> </div></div></div></div> <div class="middle"> <div class="specialcontent innerspecial" id="ethority"> <div class="twitter-timeline"> </div> <span class="tweetsLoad">loading tweets ...</span> </div> </div> <div class="bottom"><div class="left_corner"><div class="right_corner"> <a href="http://twitter.com/ethority" target="_blank" class="more"><span>more...</span></a> </div></div></div> </div></div></div> </div>    </div> </div>  </div></div>  </div>  </div>  <div id="footer"> <div class="footer_content">© 1998 – 2010 ethority GmbH & Co. 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