Stuffola: Piping Hot Thought Leaders

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March 23, 2005

Piping Hot Thought Leaders

Those wacky kids at Cutting Edge Information have a new report on "how top pharmaceutical companies rely on thought leader relationships to enhance marketing activities and gain an exceptional return on investment." Apparently these are some heavy-duty relationships. "Well-planned and executed thought leader communication averts a communication disaster by involving opinion leaders in a variety of research activities including:

* Testing marketing concepts
* Conducting positioning studies
* Testing initial product pro.les [profiles, maybe? db]
* Advising on product trademarks"

Which sparks several questions, including: Who knew thought leaders had so much free time? And, can't we just execute them and skip the communication part? Speaking of thought leaders, Phil Gomes has made us all a little cheerier with the Gomes Index of Executive Happiness (thanks, Steve), which tracks the press-release use of the phrase, "we are pleased." A quick search on PR Newswire shows that at least seven fine organizations are pleased today, including Coca-Cola (but only because execs haven't tumbled yet to my posting about the Danish knock-off), Color Kinetics, the Prostate Cancer Foundation (hmm), Spirit Airlines and Northern Trust.

That's all good and well but just how pleased are they? A full ten companies are actually "delighted," including Coca-Cola, which is apparently tickled pink over changes to the management team. Well, enjoy it while you can, guys, that's all I can say.

Posted by Deborah Branscum at March 23, 2005 02:36 PM

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