(anti)marketing viral
[via BMJ.com]
Alors que l’industrie pharmaceutique reste encore prudente dans l’utilisation du web2.0 (tendance à suivre ici), Consumers International (re)sort la campagne markertingoverdose.org – et sa panoplie d’outils web2.0 : blog, videos youtube – et attaque la promotion grand public de médicaments soumis à prescription par l’industrie pharmaceutique (autorisée aux USA, interdite en Europe).
Cette campagne exploite le concept de disease mongering, qui a déjà fait l’objet d’une démarche identique, à vocation artistique, avec le lancement du faux médicament Havidol en 2007.
A noter la conclusion de l’article de Bob Burton dans le BMJ sur la propagation “virale” de l’info en utilisant YouTube :
Although the series of films, which were released in early February, have garnered only a few thousand views to date on YouTube, links to them are proliferating rapidly across the internet.
Their presence on YouTube dramatically boosts their potential long term audience, in comparison with the larger, short term audiences of most conventional news reports. The original launch of Strivor took off beyond its creators’ wildest expectations, to the extent that straight faced references to it proliferated on websites, and doctors wanted to prescribe the pills.
