Lancaster-Webb’s manufactures disposable gloves and other medical products. At a recent trade conference Will Somerset, CEO of Lancaster-Webb found out that their surgical gloves are flying off the shelves, thanks to the online endorsements of an otherwise indiscrete known as Glove Girl. Her blogging has revealed sensitive and sometimes erroneous information about Lancaster-Webb and its clients. This is due to the fact that there are no policies or procedures in place with regards to blogging. There is also a clear breakdown of communication between Will and some of his senior staff. Lancaster-Webb can capitalize on this opportunity by putting procedures and policies in place with regards to blogging and by allowing Glove Girl to continue blogging about the company’s products in a controlled setting. Lancaster-Webb will benefit greatly from blogging if it is incorporated into their marketing strategy.
Some of the symptoms Lancaster-Webb has are:
●Half Baked Facts: Glove Girl was publishing information about the Houston Clinic that was not accurate. This could have taken a different route if Houston Clinic decided to pursue litigation for false or libelous information. Even though this was corrected, it was already seen on her blog by top level personnel from the Houston Clinic. Readers of the blog do not know whether or not Glove Girl represents Lancaster-Webb. ●Confidential information: The release of confidential information can have a negative impact on Lancaster-Webb. Glove Girl means no harm in releasing this information but in the wrong hands could mean a loss of sales for Lancaster-Webb to their competitor. “Readers may not be able to tell that Glove Girl is merely expressing her personal views about Lancaster-Webb on her blog, and because the company has failed to make it clear that she is doing so without its authorization, Lancaster-Webb can be held "vicariously"...