Google blogue et gaffe ...

De la diffuculté des blogs d'entreprise ...


Lauren T., chargée de compte pour la régie publicitaire santé de Google n'a pas aimé le dernier film de Michael Moore et les attaques qu'il porte aux entreprises pharmaceutiques. Et elle l'explique sur le blog de Google santé. Elle pousse le zele jusqu'à conseiller ses clients à utiliser son support pour orchestrer leur campagne de défense. La blogosphère, toujours très à l'écoute de l'actualité Google, n'a pas tardé à dénoncer le mélange des genres ...

"Does negative press make you Sicko?

6/29/2007 09:47:00 AM
Posted by Lauren T. Account Planner, Health

"Lights, camera, action: the healthcare industry is back in the spotlight. (Not that it ever left the stage.) Next week, Michael Moore’s documentary film, Sicko, will start playing in movie theaters across America.

The New York Times calls Sicko a “cinematic indictment of the American health care system.” The film is generating significant buzz and is sure to spur a lively conversation about health coverage, care, and quality in America. While legislators, litigators, and patient groups are growing excited, others among us are growing anxious. And why wouldn’t they? Moore attacks health insurers, health providers, and pharmaceutical companies by connecting them to isolated and emotional stories of the system at its worst. Moore’s film portrays the industry as money and marketing driven, and fails to show healthcare’s interest in patient well-being and care.

Sound familiar? Of course. The healthcare industry is no stranger to negative press. A drug may be a blockbuster one day and tolled as a public health concern the next. News reporters may focus on Pharma’s annual sales and its executives’ salaries while failing to share R&D costs. Or, as is often common, the media may use an isolated, heartbreaking, or sensationalist story to paint a picture of healthcare as a whole. With all the coverage, it’s a shame no one focuses on the industry’s numerous prescription programs, charity services, and philanthropy efforts.

Many of our clients face these issues; companies come to us hoping we can help them better manage their reputations through “Get the Facts” or issue management campaigns. Your brand or corporate site may already have these informational assets, but can users easily find them?

We can place text ads, video ads, and rich media ads in paid search results or in relevant websites within our ever-expanding content network. Whatever the problem, Google can act as a platform for educating the public and promoting your message. We help you connect your company’s assets while helping users find the information they seek.

If you’re interested in learning more about issue management campaigns or about how we can help your company better connect its assets online, email us. We’d love to hear from you! Setting up these campaigns is easy and we’re happy to share best practices.

As for Sicko, all I can say is -- go easy on that buttered popcorn. "

Et la suite ...

"My opinion and Google's

7/01/2007 09:03:00 AM
Posted by Lauren T. Account Planner, Health

Well, I've learned a few things since I posted on Friday. For one thing, even though this is a new blog, we have readers! That's a good thing. Not so good is that some readers thought the opinion I expressed about the movie Sicko was actually Google's opinion. It's easy to understand why it might have seemed that way, because after all, this is a corporate blog. So that was my mistake -- I understand why it caused some confusion.

But the more important point, since I doubt that too many people care about my personal opinion, is that advertising is an effective medium for handling challenges that a company or industry might have. You could even argue that it's especially appropriate for a public policy issue like healthcare. Whether the healthcare industry wants to rebut charges in Mr. Moore's movie, or whether Mr. Moore wants to challenge the healthcare industry, advertising is a very democratic and effective way to participate in a public dialogue.

That is Google's opinion, and it's unrelated to whether we support, oppose or (more likely) don't have an official position on an issue. That's the real point I was trying to make, which was less clear because I offered my personal criticism of the movie.

Update: For those of you who haven't noticed, there's a further perspective live on the main Google corporate blog that sheds more light on the company's views. As for me, I wholeheartedly believe we should work to improve the quality of health care in America and support the discourse that will drive this change."

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