A new client phenomenon is known as “tagging ” or “folksonomies” which is a shorter version for folks and taxonomy . Tagging is powerful because consumers are creating an organizational structure for web content. Folksonomies not only help people to file away content under tags, but even better, share it with other people by placing it under a global taxonomy that they made.

Here’s how tagging works – Using online sites like del.icio.us – a bookmark sharing site and Flickr – a photo sharing site – patrons are collaborating on specifying web content under specific keywords, or tags.

As an example, an individual can post picture of their iPod on Flickr and file it under the tag “iPod”. These pictures are not only apparent under the individual user’s iPod tag but also under the community iPod tag that shows all images consumers are generating and filing under the keyword. Right now Flickr has more than 3,500 photographs that are labeled “iPod”.

Tagging is has become popular because it is a normal complement to search and this is what may potentially lead to automatic traffic to your internet site. Enter the word “blogs ” into Google and it can’t tell if you are searching for info about the way to launch a blog, ways to read blogs, or something else completely. Large and small websites alike are already getting on to the folksonomy concept. They’re rolling out tag-like structures to help users more simply pinpoint content that is important to them.

Although tags are far from perfect, marketers should, nevertheless, be using them to keep a finger on the heartbeat of the public. Begin taking subscriptions to RSS feeds to observe how individuals are tagging info related to your product, service, company or space. These are living focus groups that are generally availableb for nothing 24/7. Folksonomy sites can be also be wisely used to unloose viral marketing campaigns – with a caveat. Advertisers should be transparent in who they actually are and exactly why they’re doing what they are doing.

Major change in the United States always bring global reverberations and the recent passage of health care reform in that country will no doubt have many repercussions for the global health industry, driving change that will impact all pharmaceutical companies and their marketing efforts. We have seen many changes in the marketing landscape in most recent times, some have been to do with the lengthy economic retrenchment, yet they have all posted challenges for the pharmaceutical company and their supporting consultant. What seemed to work before does not work anymore and as such, organisations have been forced to become more strategically aligned, focusing more on the consumer, in order for them to be heeded in the marketplace.

The United States legislation could be viewed, on the one hand, as being a potential boon for pharmaceutical companies, as upwards of 30 million people could be expected to be brought into the insurance coverage arena, with consequent potential for enhanced sales. However, the very make-up of the market will significantly change in the US and as health insurance companies will have to adhere to a whole new raft of legislation, standards and procedures, budgets may be challenged. It is simply too early to tell what the new market will look like.

With such a large number of potential end-users entering the marketplace, new methods of information dissemination will undoubtedly take hold. As the digital communication age continues to mature, pharmaceutical marketing methods may increasingly rely on online programs and channels, as health care providers also turn to these channels to solicit clients and to communicate with patients.

Information that is released online is often circulated through social media and corresponding word of mouth endorsement, so healthcare providers need to be sure that they take this into consideration before positioning their products for release to the final markets. There is no doubt that current pharmaceutical sales training strategies will have to be revisited, while new approaches evolve, ensuring that the company’s branding is not compromised in any way, as this new communications framework is developed.

It’s likely that there will be a shift towards prevention and health awareness and that more funds will be allocated from a global perspective towards this facet of education and the dissemination of products and services accordingly. The pharmaceutical company must revisit its position and understand how important it is to be seen as an educator and as a good role model when it comes to preventative and good health care practices. Furthermore, it still remains to be seen how a restructured healthcare market will take into account the revision of funding sources, as a shift is made within insurance markets and as new consumers enter the picture. New accounts will be defined in different ways and therefore key account management training, as part of an overall pharmaceutical sales training field, will be even more critical.

In short, as the entire United States healthcare industry is reinvented and restructured, changes may be expected in the way that pharmaceutical marketing is conducted, in all markets. The entire business continues to be very dynamic as the World’s economies emerge from recession and as new communication methods demand different approaches to marketing, to commute to bring the appropriate message to the right ear.

Alan Gillies is the Managing Director of L2L Consulting, specialising in enabling pharmaceutical companies to achieve new heights of productivity and performance, throughout all levels of management and revenue generating activities.