Damage Prevention and Online Brand Monitoring Go Hand in Hand

..via MediaPost
In an attempt to avoid negative online attention and a false online image, Johnson & Johnson, the makers of the birth control patch Ortho Evra, has gone out of their way to ensure their brand is safe. The company has already purchased web addresses that provide negative domain names including examples such as Deathbypatch.com and Orthoevrakills.com. This quick action to swallow up such e-addresses is a promising step in protecting their brand and may have come about from following the much publicized Vioxx controversy and negative domain names they dealt with.

Pharmaceutical companies have become a highly sought out target to bash online in the past couple years, mostly thanks to litigators who mention negative domain names in medical malpractice TV ads. Johnson & Johnson found that non of the insulting web addresses were in use at the time of purchase, but thought ahead to the fact that they would probably be used at some point in the near future to criticize their controversial birth control pill.

Planning ahead is necessary to save face for your brand and product. Once damaging information spreads through the Internet like a wildfire, damage prevention is going to take a lot more time, effort and money. Start early and use constant brand monitoring, especially if you think your brand and/or product could be in trouble.

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