The September edition of the VIRA – Social Media Index for the Healthcare Industry covers the online lexicon Wikipedia, the starting point for many people searching in the web. In the past, the strong ethical requirements of the Wikipedia community made it difficult for pharmaceutical companies to modify articles in their own interests.
Since June this year there is an accepted modality that allows the companies to pay authors for modifying or writing Wikipedia articles: the authors need to declare their connection to the company they are writing for on their profile page, thus creating the required transparency. Tip: statistics about visits of Wikipedia articles can be accessed on stats.grok.se.
The cough candies with the cherry flavour from “Dr. C. Soldan” generate childhood memories. Since 2011 the "Kinder Em-eukal" Facebook page relies on a mix of competitions and photo initiatives, commented mainly by adults. In July this year the brand has increased their Likes by 16 percent to more than 16.000 Likes in total.
This success is most probably due to the competition "Where is Felix?": from April to September the little boy with the striped pullover, which is the mascot of the brand, had disappeared from the packaging. The Facebook page provided hints to find Felix and invited users to post holiday snaps with Felix.
The complete VIRA September edition is available in German on www.healthcaremarketing.eu
VIRA – Social Media Index for the Healthcare Industry
Established in August 2012, VIRA is a social media index that measures the social media activities of companies and brands in the healthcare industry in Germany. The ranking is based on these four dimensions: visibility, interaction, relevance and awareness, and covers data not only from Facebook, Twitter, YouTube but also healthcare portals, corporate and product sites, blogs and open communities.