Thursday, February 26, 2009

A friend request from pharmaceuticals

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Kerry Grens’s recent radio broadcast at WHYY discussed how the pharmaceutical industry is beginning to see the benefits of using social networking tools like Facebook and Twitter to spread the word about their products and services,

Kerry gives several examples of companies that have utilized social media like Johnson & Johnson and AnalTech, just to name a few. Take some time to listen to how online pharma marketing is changing. The podcast is about 10 minutes long.

Listen to the Podcast

Wednesday, February 25, 2009

Sign up for ePharma Summit 2010 Updates!

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Stay up to date with ePharma throughout the year! Sign up for updates, promotions and information all about ePharma Summit 2010!

IT Spending in hospitals for 2009

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In a recent post at Heath Populi, they take a look at what hospitals are planning to do in spite of the current recession. Of the hospitals surveyed, 15% said that the current economy has no effect on their IT spending. However, 14% say they're slowing down their IT spending in 2009. Hospitals are not above the hard times of the recession, as revenues are falling due to patients opting out of appointment and procedures.

Has your spending on IT changed since the beginning of the recession?

Monday, February 23, 2009

How To Reach Physicians In 2009

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Here’s an interesting presentation I came across on Slideshare in which Manhattan Research VP Meredith Abreu Ressi overviews the latest physician digital marketing trends and strategies. In this presentation you’ll see some highlights of physician marketing 10 years ago compared to now. Take a couple of minutes to view it as I’m sure you will find it informative. Enjoy!

Friday, February 20, 2009

Patient privacy a concern with digital health records

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With the new stimulus promoting the use of digital health records, ABC brings up the point that now patients' medical records will need to be protected in the new digital age. The digitization of the records can lead to better research for doctors, but the question lies in how are the patients histories going to be protected?

What's your opinion? There's a fine line between patient privacy and giving doctors more information about medical histories so that they can better understand medical cases.

Thursday, February 19, 2009

Sanofi-Aventis and AZ Launch YouTube Sites

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According to Pharm-exec.com, two pharma companies are now testing the social networking waters with YouTube channels that include patient testimonials as well as information. Sanofi-Aventis and AstraZeneca both launched YouTube sites to reach patients and consumers searching for information on the popular video content sharing site.



Please see the goinsulin channel embedded above. What do you think? Will other pharm companies follow suit?

Wednesday, February 18, 2009

More Physicians are Joining Social Networks

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This morning I came across this post from eHealth in which John Sharp discusses how a new report from manhattanResearch highlights that the adoption of social networks by physicians is growing. The surveyed showed that over 60% of physicians are interested in social networking. John mentions that participating members of social networks were more likely to be:
  • primary care physicians;
  • female;
  • Own a PDA or smartphone;
  • Go online during or between patient consultations; and
  • slightly younger than the average physician.
There are over 100,000 members on Sermo and Medscape Physician Connect. It will be interesting to see how fast that number will grow by the end of this year.

Tuesday, February 17, 2009

Wisdom of the crowds

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In a recent article at the Seattle Post, they discuss how one patient discovered he had Lyme disease thanks to the power of web 2.0. However, back in 2004, connecting patients to others wasn't so easy. Now, the web has shifted to a system where users produce content online, and others search and seek out the information they need. This has lead to the internet rivaling doctors as a source for health information. It has also proved as a way for patients to seek like communities and stick to their treatments with the help of others.

Are you in the conversation? This article from the Seattle Post shows that as doctors and knowledgeable individuals in the health community, we need to take part in the conversation, providing our expertise to those who seek it out. What do you think?

Friday, February 13, 2009

Drug giant GlaxoSmithKline pledges cheap medicine for world's poor

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In big Pharma news, GSK (GlaxoSmithKline) has vowed to manufacture and distribute low cost drugs to the world's poor, a variable shift from the monetarily inclined stigma that has plagued "Big Pharma." According to Guardian.co.uk, the new head of GlaxoSmithKline, Andrew Witty, has told the Guardian he will slash prices on all medicines in the poorest countries, give back profits to be spent on hospitals and clinics and – most ground-breaking of all – share knowledge about potential drugs that are currently protected by patents. How will this affect the marketing and distribution budgets of GSK? Will we see a rise in social awareness/social networking, etc as they embark on this change? Please share your thoughts.

Thursday, February 12, 2009

ePharma Summit 2009: Learning From What We Preach

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This year's ePharma Summit has come to a close with so much information, trends, and issues shared and discussed as well as new and old relationships developed and enhanced during some great networking opportunities. The discussions provided practical advice, strategic direction, a look at new platforms and technology, and with that in mind, here at ePharma Summit, we are focused on taking advantage of all of these tools, to not only keep you all informed during the event, but throughout the year and facilitate ongoing networking and collaboration. If you haven't already, subscribe to our RSS feed for daily updates, join us on LinkedIn, Facebook, follow our Twitter stream, and connect with others through an ongoing Twitter stream of all things ePharma.

We also recorded a great deal of content during the conference, and will be uploading various video clips which you can see directly right on the event site or you can read through some of our updated blog posts of presentations, now with corresponding video clips. Some of the updated posts include:

Sizzle & Substance

Fill Your e-Marketing Prescription: Benchmarks for the Pharma Industry

How Can Pharma More Effectively Reach MDs Online?

ePharma Day 2 Next Panel: Efficiency and Integration Of Your Media Mix

and here is the direct link of a video clip from yesterday's presentation Creating a Three-Way Dialogue with the Patient, the Physician and the Brand: Imagining the Solutions, Dealing with the Realities by Robert Palmer, EVP, Managing Partner, SUDLER & HENNESSEY DIGITAL



Because these are all publicly hosted, feel free to forward and share with your colleagues who weren't able to join us this year, so they can share in the conversation about the power of eMarketing for Pharma. There is quite a bit of content left to share, so check back often to get regular updates from this year's event as well as new information and detail as we track the ePharma industry.

Thank you to all the speakers, sponsors, and exhibitors who contributed their time and resources to make the 8th Annual ePharma Summit such a success. It was a pleasure to meet with many of you in attendance, who we've connected with over the past year through our online channels. No online experience will ever take away the impact of meeting someone in person, but these channels help us to learn, meet, share when the opportunity to meet in person isn't possible or some time away. We hope you'll join us on all of these platforms that best suits you and share your thoughts and opinions about this year's event and how we can improve and create and even better experience next year.

Wednesday, February 11, 2009

ePharma Summit 2009: Afternoon Presentations

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We've been twittering away and sharing updates on this blog (don't forget to subscribe to our feed), as well as video recording great interviews and clips of the presentations which we hope to upload as soon as possible. We have some great panels and presentations about to kick off this afternoon including the MARKET RESEARCH PANEL: Influence of the Internet in Pharma and a presentation by Robert Palmer, EVP, Managing Partner, SUDLER & HENNESSEY DIGITAL as he discusses, Creating a Three-Way Dialogue with the Patient, the Physician and the Brand: Imagining the Solutions, Dealing with the Realities.

And we're off with the first afternoon panel MARKET RESEARCH PANEL: Influence of the Internet in Pharma

Moderator:
Mary Ellen Carroll, Manager, Consumer Insights, Wyeth

Panelists:
Mark Bard, President, Manhattan Research
Melissa Davies, Research Director, Healthcare Practice, Nielsen Buzzmetrics
John Mangano, Senior Director, comScore, Inc

Q: regarding the importance and use of metrics outside of the e-team to reach up to the C suite.

Mark responds that clearly the use of it by the C-suite is growing and during these economic times, they are following very closely, but when you consider many barely use their email, it does require education, but its use by the C-suite is growing.

Q: What can Pharma do to improve credibility of branded sites to the same level of healthcare sites?

- Consumers clearly lack trust of Pharma brands
- Consumers prefer content from 3rd party healthcare providers or health orgs (e.g. CDC), an opportunity for Pharma to partner to develop appropriate content to lend necessary credibility.

Q: Any value to look at global trends of internet usage? If there are digital innovation centers, should they be focused globally?

- Definite opportunity, however, must avoid 'templating' digital solutions from the US to other parts of the world, clearly must be local office/affiliate focused to meet local market expectations

Q: How do you manage from a TV-centric DTC Pharma marketing to primarily digital?

The reality, no silver-bullet. Experimentation and testing critical. More campaigns online only, necessary to educate audience the availability of content and information online. Some users spend more time online, others less.

ePharma Day 2 Next Panel: Efficiency and Integration Of Your Media Mix

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We're trying to cover quite a bit for everyone here and following us online. Later on, we'll be posting some clips from our panel Working with Agencies, Is There a ‘Right’ Model to Service Your Interactive Needs?

Now we have the panel discussion Efficiency and Integration Of Your Media Mix

Moderator:
Kathleen Onieal, President, HAYES ONIEAL CONSULTING, Former Global VP of Marketing Innovation MERCK

Panelists:
Amy Cowan, Industry Health Sales Manager, GOOGLE
Shawn O’Hagan, Senior Manager, eMarketing, DAIICHI SANKYO, INC.
Mitzi Reaugh, General Manager, NBC DIGITAL HEALTH NETWORK

Kathleen Oniel is kicking off the panel and the goal of the discussion today will be to look specifically at online media because of their combined experience on the topic. Their interest also is to look at the very compelling, human, and emotional connection that online video can create and the growing trend and opportunity for eMarketers.

Introductios all around, but some time is spent as Mitzi Reaugh introduces herself and the NBC Digital Health Network, their evolution - multiple channels/brands, growth (segmented, targeted audiences), and aspects of their core competencies - reaching targeted audiences and educating on health issues.

Shawn is talking a little about the advantages of online video for reach in place of a paid salesforce, a powerful tool for reach within medical community

And now Amy is giving some background on Google's efforts with YouTube. First out the gate, many 'traditional' and well-protected brands find that YouTube is a safe haven to establish their own brand channel...even the FDA. Safe for them, safe for Pharma.

Some misconceptions:

- majority interested in 'funny' videos
Not True! YouTube users reflect the US internet user public at large. Marketers increasingly reach the appropriate audience.

- we have to allow comments and raise issues
YouTube provides appropriate controls to meet necessary requirements and ensure appropriate usage. But even the FDA YouTube Channel allows comments.

She goes on to demonstrate different pharma brand channels on YouTube, each takes different approaches:
- health education
- corporate communication
- brand awareness
She does stress that there still isn't regulatory guidance but the opportunity is great to learn, discuss, and develop the appropriate strategy and meet the concers of the internal medical, regulatory, and legal teams.

Some other points: YouTube is the 4th largest site in US and 2nd most popular search engine (besides Google).

Updated 2/12

ePharma Day 2: Off and Running

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We're here at ePharma Summit covering day 2 of the conference as Paul Ivans of Evolution Road is kicking off the conference providing highlights from yesterday. We covered a great deal of it yesterday and this morning we've uploaded several video clips from some of these presentations, all available on the event site.

Now I have to apologize, I hope you found our coverage yesterday to be in-depth, unfortunately today, we don't have as many of our new media team members on hand today, but I will be doing my very best to bring you as many details as possible.

Now, our first panel of the morning:

Social Media, Blogs and User Generated Content: What’s Working Today, What Will Work Tomorrow?

Moderator:
Jack Barrette, CEO, WEGO HEALTH

Panelists:
Louis Sanquini, Director, Azelastine Franchise, MEDA PHARMACEUTICALS
Kevin H. Nalty, Marketing Director, Dermatology, MERCK & COMPANY, INC.
Raj Amin, CEO, HEALTHINATION
Steve Woodruff, President, IMPACTIVITI
Shwen Gwee, Lead Business Analyst, Health Informatics and New Media, VERTEX PHARMACEUTICALS

Raj Amin begins by offering numerous examples, demonstrating content partnerships opportunities tied to social media sites, rich media, and video that ensures that content is appropriate while providing advertisement opportunity.

After these examples, Jack challenges Raj to speak to the question that has come up previously that banner advertisements within social networking sites often do not perform particularly well. Louis responds that the issue is actually are advertisers using appropriate branding and messaging that corresponds to the targeted content within these sites.

Now we have Steve Woodruff, who has been twittering away with us here.

Steve is highlighting the importance of finding the influencers and the importance of how people who use social media tools have specific expectations, ways of interacting and sharing. Social Media is more than just a broadcast channel, but tools to create engagement. It's not enough to simply push content, but to truly become part of the conversation:

Using Social Media means dealing with Passionate Persons Who Communicate, and their 4 main expectations are:

1) Immediacy - the expectation to share quickly, reliably, NOW. This is something we at ePharma Summit are realizing and learning even as we type this.


2) Two-Way, Multi-Level Conversing - users of social media cannot expect it to be a one way conversation, it is about sharing an actual conversation

3) Authenticity, Personality, Transparency - in the end, social media are the tools that allows actual people to share and interact. People must drive the conversation and be 'real' rather than standing behind their brands

4) Long-Term Commitment - ROI is not immediate, cannot be thought of as 'projects,' it is a long-term investment of people to continually interact and share

Going into social media means being prepared to make mistakes, it is an iterative experience and it requires a willingness to learn.


Now Shween Gwee is up at the podium to discuss the opportunities there are to learn from the use of social media.
Shween points out some unique examples available where you can reach, specific, highly qualified and interested individuals to learn more about their considerations of your brands:

Medical Practicioners Networks
Patient Networks
Paid Networks

Shween is now looking at the power of Twitter, he's a power tweep sharing his thoughts here
Twitter grew 752% last year alone! Some believe that Twitter may be a challenger to the power of Google.
Important considerations when using Twitter and other social media tools:

Search and analyse available comments
Monitor as soon as you launch
Respond, quickly and honestly

Now it's Louis Sanquini, giving his perspective as a brand manager focused on looking a how important it is to better integrate the market insights/research teams with the eMarketing teams to better capture data, ROI, and brand awareness in order to create an integrated overarching strategy for marketing.

Now moderator, Jack Barrette is providing his perspective:

Social media represents the last best hope to improve how people see Pharma allowing them to engage in real, actual, direct conversations with its customers. It's not about a specific tool, though each is important for various reasons, but it is the intent to properly engage the audience and reach them how they want, and understand who is involved in social media:

1) Influences - 10% drive so much of the social media - the opportunity for marketers to engage specific opinion influencers within segmented communities

Identifying the community leaders within these active communities will help you to ease your way into the community, to learn the proper etiquette, to share and engage in the best possible way.

Live ePharma Day 2: A Video's Worth a Thousand Words

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Good morning Philadelphia and all of you who are following the event online. We are excited by the beautiful weather we're expecting here today, but especially excited to continue the great energy, discussion and networking from yesterday. But to start off this morning, we have the chance to share with you some video clips from some of the presentations yesterday. If you haven't had a chance to review some of yesterday's posts, now is the perfect time to catch up and now watch some of the clips from yesterday's presentators:


Chairperson: Paul Ivans


Keynote Josh Bernoff "Groundswell: Winning in a World Transformed by Social Technologies"


Panel Discussion, Tuesday AM


KEYNOTE: Our Worlds Will Never be the Same, Learning from the Conversation


All of these videos can also be found in our video player at our event site. We still have quite a bit of video left to edit from yesterday, and today we'll be recording even more clips to share. So be sure and check back here and the event site as we update it with the latest video clips. Also, you can look back through all of our posts, and updates we'll be making today by checking here.

We're excited to continue sharing with those of you in attendance as well as those following us online. If you haven't subscribed to our blog's RSS feed, joined our LinkedIn group, or following us on Twitter, now's the perfect opportunity to join and share in the conversation. The event will kick off soon, so check back here throughout the day to follow us during this second day of the conference as we get ready for some great presentations from:

Kevin H. Nalty, Marketing Director, Dermatology, MERCK & COMPANY, INC

Marjorie L. Martin, Senior VP and General Manager, EVERYDAY HEALTH

Robert Palmer, EVP, Managing Partner, SUDLER & HENNESSEY DIGITAL

and panels covering several industry topics including:

You’re on the Wrong Side of the Camera…Or, Learn How to Best Leverage Online Video from Someone Who’s Created a Thousand

Social Media, Blogs and User Generated Content: What’s Working Today, What Will Work Tomorrow?

Anatomy of Great Pharma Online Creative

There is so much we will try and cover throughout the day. I'll be greatful to our friends on Twitter who will be sharing their thoughts during the conference and sharing for all here. So much to look forward to today, so take the time to catch up on yesterday's presentations and get ready for another great day.

Tuesday, February 10, 2009

Panel Discussion, Tuesday PM

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Just When You Felt You Understood Health 2.0, Along Comes 3.0

Peter Frishauf, Chairman, CROSSIX; Founder, MEDSCAPE
Grad Conn, Senior Director, Product Marketing, MICROSOFT HEALTH
JD Kleinke, Chairman and CEO, OMNIMEDIX INSTITUTE

Approaching Web 3.0

Today's web has gone from:

Destinations to Searching

Distribution evolving to syndication and new forms of blogging and user-generated Content (aka Web 2.0)

...and more to discuss

JD Kleinke

Paternalistic view that patients cannot handle their own data and the data out there...so many DTC objections. Patients will overreact. (Getting away from Web 1.0)

Is eHealth Good for Medicine for Pharma?

Downsides:

  • Formulary, Tx/Gx switches at POP
  • Pricing mobility
  • Reduced prescription redundancy

Upsides

  • More info
  • More Rx
  • DTP marketing in overdrive
  • Real0time compliance/persistency
  • Faster access to newer treatments
  • Faster clinical trial recruitment
  • Data access to appeal denials

Healthcare moves more slowly throughout the world than other services/organizations.




Sizzle & Substance

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Susan Eno Collins, MS, RD, CHES, Senior Vice President, Health Education, HEALTHED GROUP

Going from overstimulation to the doctor's office:

"I'm nervous. I look ridiculous in this gown. What was the name of that medicine?"

How can you make the teachable moment to patients matter more? At the end of the day, we want to help people learn. What is the process of taking information and understanding.

How does the brain work?

1. Selecting

2. Processing

3. Storing

Apple can control the cognitive load in how much your brain can take in and refocus the brain--create sizzle by thinking about the quantity. Simplicity is key.

  1. Quantity
  2. Side
  3. Placement
  4. Hierarchy
  5. Sequence
  6. Contrast
  7. color
Sizzle is critical but substance makes a lasting impression.

50% of Americans read below the 8th grade reading level, thinking about how that effects your marketing goals and what you choose to discuss on DTC. Using pictures to reinforce words helps to connect consumers with the product. Persons connect more easily to images than worlds.

Ways to reinforce working memory:
  • Organization
  • Repetition, Repetition and Repetition
  • Analogies
  • Examples
  • Interactivity

Ways to reinforce long-term memory
  • Organization
  • Personal Relevance
  • Analogies
  • Interactivity
  • Stories
The Story of Stuff with Annie Leonard

Leonard uses the senses, drawing, storytelling and dual coding...a lot of pictures reinforcing the words. She really controls the quantity not to overwhelm the audience with information.

Updated 2/12


How Can Pharma More Effectively Reach MDs Online?

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Moderator:
Rob Nauman, Principal, BIO PHARMA ADVISORS NETWORK

Panelists:
Mike Fowler, Virtual Sales Manager, ELI LILLY & COM PANY
Will Reese, Chief Innovation Officer, CADIENT INTERACTIVE
Devin Paullin, Co-Founder, Senior Vice President of Marketing and Product Innovation, PHYSICIANS INTERACTIVE


Q: What is the impact of over 20,000 sales representatives being released going to do for the industry's marketing effort?

How would you suggest our audience capitalize on this opportunity?

"We're losing numbers, but docs will welcome quality over quantity"

Will Reese, "The interesting opportunity is to work with your teams and ask questions. How can we use this channel and this thing with the audience? That's the right experience...that's the right example. The physician as core customer, deserve the right information--how to utilize this relationship? Should establish that relationship before (bombarding) the physicians with information."

Devin Paullin "Action is required as we get the questions asked about the change in the model of marketing to physicians. We've never had digital augmentation, and now is the time to help docs get access to these opportunities. The coming together of these entities will be augmented by digital sales and create solutions to shift the model. Less about sales and more about customer service. As you're being engaged, that is when you preform your alliance and loyalty. Only the top 20% of the top 20% are getting access to the right materials."

Rob Nauman "Fundamentally, we as marketers need to rethink the strategy. Patient-centric marketing approach and we've long lost the physician-centric marketing strategy. We have inexperienced marketers in the field."

Q: How are companies reaching physicians more economically online today then las year at this time?

Will Reese, "Having a strong search campaign, long-tailed words that physicians are using. It drives a lot of visibility in search. Right now you have a barrier related to something in your search--find out the barrier and change it. Providing that foundation to customer service is key."

Devin Paullin, "emarketing should not be a mass communication exercise..." "...create a virtual sales territory."

Mike Fowler, "Online is a portal or a gateway to other services, its not the only path. Its a viable path, but it should be an opportunity for docs to connect with other programs--sampling platforms, call centers, etc.

Q: Has the industry lost its position as a producer of quality medical content in the minds of the physicians?

Will Reese, "Carry one message and carry it well across all of the marketing avenues for physicians, track the content to prove the ROI."

Devin Paullin, "...we need to get over ourselves."

Q: What is the one key takeaway you have for the audience as they think about interacting with physicians in the coming year?

Mike Fowler, "Integrate all of your efforts in all channels. A lot of times brand marketers want to hold on to the pieces and let sales managers help."

Will Reese, "Look at the digital channel and realize how much the customer is going to be influenced by it."

Devin Paullin, "Clinicians need access to information and help our organization bring access across the fence--it will make us better partners and internal stewards of change."

Rob Nauman, "Earn the relationship with the physicians to come again."

Updated 2/12



Fill Your e-Marketing Prescription: Benchmarks for the Pharma Industry

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John Mangano, Senior Director, comScore, Inc

comScore works exclusively on online marketing measure. They focus on identifying success online. Despite the down economy, online marketing is strong. Reach and targetability is high, and you can measure it at a high degree. It's relatively inexpensive. In 2009, they're hoping it will be a breakout year for pharma. Pharma is seeing record success with these metrics.

comScore can identify those who have not been online, and identify the direct link. They have two options to measure: survey methodology and PLA match. When looking at benchmarks, comScore measures aided awareness, unaided awareness, brand favorability; prescription availability, driver conversion; and then they turn that into an ROI. For those patients who visit the website, they see a lift in favorability of the product. For existing patients who visit a website, they also lift in favorability in the prescription.

Each component of the marketing mix affects the prescription activity. Offline, display ads and microsites do all lead to the prescription fill. Display ads do drive value, but not always the best form of advertisement. It doesn't matter how you patients get to your website, as long as they get there. Consumers are responding to online marketing, new patients and incremental refills are both important to the site. There is only one chance to affect the visitors, as each site visitor usually visits 1 1/2 times. Display advertising is driving the awareness to the brand.

There is more activity, and spends are higher. The transition is going on online marketing, the current economy is going to drive us to this point. Pharma is going to have a big year in online marketing. Budgets free up when there are successful online marketing campaigns. Transitioning to online marketing is a process, and there are brands that are doing it successfully. Everyone spends their money on search, and then other campaigns that don't get measured. The reality of the situation is that each brand has different return rates, has different things to be tracked.

Updated 2/12



Live from ePharma 2009, reactions from the web

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Thanks for following us today on the blog, check out a few of the great discussions that have errupted on our tweme #ePharma. Keep up with us on twitter, twitter.com/epharma


epharma: #ePharma preaching to the choir, should our next ePharma focus on bringing the legal, regulatory teams to ePharma 2010?

carlenlea @epharma YES! bring the medreg boards!!

swoodruff: Questioner to panel: How about the risk of doing NOTHING? Great way to cap discussions of legal risks. #epharma

carlenlea: #epharma "we didn't know" that's why pharma doesn't want to monitor the social web at all. not want to be liable for knowing & not acting

shwen: #ePharma Panel3 - //SG: Isn't it the resp ofALL drug companies to monitor safety of drugs in general? IMHO, ROI = Risk Of Ignoring!!!


sarahmorgan Huge, huge point by Fabio Grotton: social media work requires thinking long-term. Because it's relationships. Not projects. #epharma




Driving Policy/Guidelines Around the Use of Social Media in Pharma

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Moderator:

Robert Goldberg, PhD, Co-Founder and Vice President, CENTER FOR MEDICINE IN THE PUBLIC INTEREST (CMPI)

Panelists:
Marc Monseau, Director, Corporate Communications, Social Media, JOHNSON AND JOHNSON
Fabio Gratton, Chief Innovation Officer, IGNITE HEALTH
Fard Johnmar, Founder, ENVISION SOLUTIONS

Check out Fard Johnmar's white paper for Envision Solutions: http://www.envisionsolutionsnow.com/social_media_framework.html


Q: Twitter and blogs, useful? What has your experience been?

Marc Monseau, "There are conversations already taking place online about brands and businesses and we aren't part of that conversation. As simple as watching twitter and correcting any missing information. Easier said than done. When engaging in the space, start to monitor."

Q: Epilipsy drug, Topomax--the possibility of suicide. Online newsletters talking about suicide, do you step in as a blogger?

Marc Monseau, "Absolutely. Responding directly giving the opportunity to state your case. Johnson and Johnson have commented on blogs, picked up and replicated making Johnson & Johnson almost self-correcting the mistakes."

Q: Not just reacting but something that should grow organically, people must think more holistically not only as a communication strategy but creating a community...

Fabio Gratton, "So many different ways to connect with the audience. Is twitter that unlike email? Do we not already use email in our CRM products? We already do that. Its social technology that can make it quicker...content at the point of consumption. We should offer the most flexible choices. Participating in social networks, groups, communities or dedicated network there are so many things. We have an ethical obligation to be in that space. If nothing else we should be at least in the form to provide people to be one click away from info that is heavily regulated/scrutinized way to provide fair and balanced look at the products. There is a lot of misinformation out there...dosing, when to take the product..."

Fard Johnmar, "The first step to develop policy is determining what the leadership of the organization wants from social networking. What are the needs that the patient has, what are the needs that the organization has to put out. Develop relationships with patients, prescriptions are being filled, etc. Social technologies are useful to contact patients, but must talk to legal and regulatory committee to measure and serve this need by patients."

Q: Fabio, how can we as representatives improve customer service?

Fabio Gratton, "Value tends to be about sales and pure sales but value gets created over time--just like relationships. With social media, you're building relationships. One of the biggest mistakes is worry about reporting and regulatory issues; the one conversation that isn't taking place is the type of commitment that is required and the type of resources. Do you have the resources necessary to continue the commitment? When we are in the social space, we have to think of the 3-5 year strategy. Take baby steps. Be prepared that this thing could become very very big and you will have to sustain it...if you pull the plug, the backlash would be far worse than the benefit. Case Study: Launched Diabetes network, and happy to have the community and rising in rates in membership. Think about the value and think about the outcome. You should do it and do it right, you'll be under a magnifying glass."

Q: Global applicability of the guidelines, have you struggled with that?

Marc Monseau, "Have reached out to teams in Asia and Europe and made sure that the materials were applicable to them in their nation. If you're allowing consumer generated content, do you screen it before or after it goes on your site. You must apply standards that you adhear to with your community. Case study: ADHD Moms. "

Q: How do we look at what legal teams need in order to move this (ePharma) forward more aggressively?

Q: The risk of doing nothing...how to combat it?

Fard Johnmar, "Trial lawyers are looking at this stuff and they are basically digging up instances of side effects and instances associated with drugs. If you're not looking at that content, then you aren't doing your due diligence, you aren't protecting the company. Make the conversation become much more fruitful and find out about the side-effects and market research..."




Q&A with Christopher M. Shroeder, CEO & President , The Health Central Network

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You’ve been innovating from the beginning. What lessons can we use from then with the innovation and web 2.0 today?

1) At times in innovation, there’s nothing like locking arms. Partnered w/ NY Times.com. Great case studies, they were competing, but they were lifting each other higher. If they work other, they will move forward.
2) Don’t give up. You may face the law department, but find the victories in the tough times.
3) Do not stop innovating. You can’t get comfortable with innovation.

In terms of innovation, try to focus on the things you can control and let go of what you can’t. You can take advantage of the current economy, and know that major innovations happen now. New enterprises come out of this time, because success is bread through tough times.

Using web 2.0 today, you can become a part of the conversation, which will become a very important part of the future.

Values aligning with the Obama administration. Obama: Interactive experiences were verbal, everything was about taking action. Obama got that people wanted to be part of the discussion. Pharma has to be part of the understanding.

KEYNOTE: Our Worlds Will Never be the Same, Learning from the Conversation

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Christopher M. Schroeder
CEO and President
THE HEALTH CENTRAL NETWORK

A framework of Chris he sees the world right now.


The World is New (again) But now there is no going back
  • The economy--Its that Bad
  • The pendulum wing of government intervention
  • The true shift from traditional marketing paradigm to Real "Audience Knowledge"


Change in the marketing paradigm--Chris's predictions


  • History will view this Super bow as a turning point
  • Cost/performance pressure will shift to interactive
  • Size for size's sake will become irrelevant
  • Scale Matters--but "qualified scale" wins
  • Great enterprises will be "audience knowledge" experts
Learning by being in the conversation

  • Condition specific information is good
  • Where people learn from each other is THE place to find active recruits...
  • People speak in their own words
  • Health is more than a clinical problem seeking scientific answers..
Case study: http://www.healthcentral.com/breast-cancer/

Search results: Long tail vs. Short Tail

Googling 'heart attack' vs. 'what does a heart attack feel like' vs. enlargement of the heart'
People coming from long tail searches are activists, relevant in the community and work hard for these specific diseases.

Taking the stigma out of drugs, case study: Tony Soprano and Lexapro/Tim Russert and heart health care

Final thought:
Winners on the media/manufacturing front are those who can engage, learn from and respond to this focused dialogue...

Updated 2/11



ePharma Summit around the web

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We're not the only ones covering the conference today! Here's some other attendees who are covering the confernce live:

Pharma Marketing Blog: ePharma Summit: Practicing What's Being Preached!

Impactiviti blog: ePharma Summit Day 2

ePharma Rx : More Pharma Humor: Evolution of a Pharma Ad


Joseph Kim, MD, MPH: 8th Annual ePharma Summit

Sticky Figure: Five in the Morning 021009

New Media Mania: Social media renders commercial model obsolete, panelists say - Medical Marketing and Media

Panel Discussion, Real Age

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Moderator:

James Chase, Editor-In-Chief, MEDICAL, MARKETING & MEDIA

Panelists:


Dr. Michael Roizen, Chief Wellness Officer & Chairman of the Wellness Institute, CLEVELAND CLINIC
Mike Wojeck, Vice President, Strategic Solutions, REAL AGE INC.
Mary Pietrowski, Director of Consumer and eMarketing, HOLOGIC
Laura Plummer, Patient Perspective
Bob Harrell, Director eMarketing, SHIRE PHARMACEUTICALS


Laura and Dr. Roizen discuss Laura's success from 44, smoker and overweight to one year later, healthy, non-smoker and a "do-over." Laura went on medicine to quit and didn't gain weight after she stopped smoking, because of Dr. Roizen's guidance. Laura was featured on Oprah.

Laura, "You can't talk the talk unless you walk the walk."

Laura has become a drug salesman to help them get healthy, keep good cholesterol and keep her BP down.

Q: What is a way that we can market and educate consumers about health--what's your idea of a smart patient?

"Think about the whole patient, look at the drug and think about solutions for the patients. Lifestyle changes--we can promote them to help and educate people. Why can't we promote a more holistic view of what healthcare can be? ...Look at the whole life and the roles that medication can play."

"We should empower patients. Offer them support so they understand what will happen to them, not from a scientific point but on a personal level"

Q: What is the role of online media to promote dialogue with patients?

"Provide an audience that is engaged about their health and elegantly introducing Novasure. There are medications out there that don't necessarily need to be owned but can be rented to get a better understanding of their bodies. Understanding where we can find relationships, dialogue and how to get involved. Work toward driving demand from a physician side."

"Women think that they must suck it up and not talk about the heavy bleeding with menstrual cycles, and we thought to educate the women about this procedure and the effects that heavy bleeding has on the woman. By targeting specific audiences through the website, they are able to share the education in conjunction with the product."

"Finding ways to engage the participants as well as the physicians."

Q: Laura, how did you benefit from the online space?

"It told me foods to eat, why they were good for me and what benefit I was going to get with that food. It helped me even cook foods that I'd never heard of..."

"The target audience for Real Age is 45 and women, Laura's age."

Talk: http://www.mammosite.com/

Q: What is the nugget that we as digital marketers can do tomorrow?

"Step back and look at your marketing strategy? What is the message and what are you trying to tell them. Why are you ready for Facebook: what is your message and is it appropriate?"

"Can the emotional engagement be done on a website?"

"Look at ways to flip your perspective as a marketer. Bringing out these patients stories in their own voice. Capturing stories in audio, video is expensive. We can participate more authentically with people."

"Educate people on how to talk to their doctor. Diagnostic tests, conversing with your doctor--very critical."

Q: Dr. Roizen, can you speak to the right kind and depth of educational material to really motivate change?

"We can get everyone engaged online like Laura was. We have the Lifestyle 180 program, which is 12 four hour sessions. Low cost sessions that are an hour of cooking, physical therapy, stress management and disease management. How do we reverse disease? Lifestyle management may be more important in keeping them out of the hospital--21 diseases in all. Giving educational materials and instruction so that they don't have to come back--but they do and we encourage them to do so. It has to be attainable, fun and emotionally engaging. A program of basics to make great tasting food that is good for them. Need web support but it has to be emotionally engaging. Online or in person, they must be emotionally engaged. Buddies are important, like online media--buddies are important. Getting the patient involved with another patient and getting them both involved--works for medicine."

RealAge and YOU: You staying Young?

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Dr. Michael F. Roizen

Dr. Roizen discusses the "Two revolutions in Health"

Genomics & Stems

Personalized Medicine

Diverticulitis, getting emotionally involved in your body--how to get involved with your bodies and how they function. Must get enough fiber, 8-10 grams at breakfast and lunch so that you don't get the munchies the rest of the day. Most Americans get most of there fiber from dinner which is a waste. Getting to know and understanding your body helps to maintain and lower healthcare costs. The individuals have to keep up with their bodies to do what is best for them--understanding their bodies.

Goals

  • Understanding your body
  • You get a do-over
  • Why sugar and saturated fat injures your body
  • Why omentum is important to health
  • food, exercise and medicines are like friends

Prevention is different than wellness.

Bariatric procedures effect your desire to eat plus it cures diabetes and hypertension. Diabetic needs get removed after the operation. 70% cure rate of diabetes. Lifestyle changes can cure diseases and whether the genes are ratcheted up in the body to specific tendencies.

Type II Diabetes

Makes your RealAge 1.5. Older for each either with average and it adds on each year. With A1c, BP, LDL, HDL and TC Control.

Requires multiple medications to hit targets for diabetes management.

Name the drugs as "friends" to look at how that friends is helping them to achieve something positive for their bodies. Some have issues but more often than not, they are beneficial.

Tell patients: "You get to change your family history."

Smoking one pack a day makes you between 8-12 years older, but if you stop by age 35 you get all of that time back--a "do over."

Make your RealAge younger

  • BP Control
  • Cigarette Cessation
  • Stress Control
  • Patrol Own Health
  • Quality/Quantity of Sex
  • Nutritional Choices
Be sure to check out the Real Age books.

Aging at a worldwide concern...

All genes do is make proteins or watch other genes-- YOU control your genetic inheritance.
Walking 30 minutes per day can reverse your genetic heritage. Everyone one of us has weaknesses in our genes but it depends on how you enforce your body to do the right thing.

Our habits can change how and if we get breast cancer, colon cancer or prostate cancer. By doing exercise and correct eating habits--you get to determine whether your genes are on our not.

Adding 4 helping of broccoli per week can help knock out breast and prostate cancer. Adding one food in the diet can change the protein and the gene to change to eradicate the possibility of these cancers.

The USA has twice the disease prevalence as Europe. Why? We have twice as much illness and cost of illness because we have to change the Real Age number, people are younger they need much less care and less diseases occur in the population.

Fat in your belly is metabolic and it hormonally active and causes insulin resistance and inflammation in your body. Obesity is a 18yr problem in the US. We must make patients smart to drive the costs down.

Major Agers

  • Bad Genes
  • Oxidation & Inefficient Mitochondria
  • Stem-Cell slowdown
  • Declining Defences
...among others

Prevention is the key, not prescriptions.

You can't test to health, you have to live to health.

Lifestyle 180: enables patients to engage, attainable and provide practical ways for people to manage their lifestyle to prevent or care for a disease.

We must make patients smarter--we will stay competitive as a nation, is if we can drive down the cost of illness.

Special Offer: Datamonitor’s latest research from the eHealthinsight series

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As a reader of our blog, we are thrilled to offer you special access to our partnership with Datamonitor, a provider of premium global business information, delivering independent data, analysis and opinion. Here is a special offer of Datamonitor’s latest research from the eHealthinsight series:

The Changing Direct-to-Consumer Advertising Landscape: How Direct-to-Consumer Advertising Affects Return on Investment

An effective and well-implemented DTC strategy can catapult a drug into blockbuster status. However, after a 10 year period of skyrocketing DTC budgets, pharma companies are now opting for lower cost and more targeted approaches. Given the tighter FDA regulations in the US, DTC adverts are increasingly being flagged for violating the rules, while in Europe there may be suggestions that DTC will be employed, but is this likely to work given the differences in culture and market? Utilize a return on investment model for a DTC advertising to understand how to make a campaign a success and also identify the differences between advertising regulations in the US and Europe, and what changes are likely to happen in the near future with this research.

The Promotional Landscape in US and Europe: Benchmarking promotional ROI and optimizing detailing and journal spend

Promotional activities within the pharma industry operate through various sales and promotional channels with the aim of convincing physicians, patients and payors about the value and efficacy of products. Return on investment (ROI) is the critical measure of success for such initiatives. However, a clear understanding of the ROI generated across various market and lifecycle settings is essential for companies attempting to optimize their detailing and journal advertising strategies in the future. ‘The Promotional Landscape in the US and Europe’ provides detailed strategic guidance for the preparation and execution of successful promotion strategies. Improve the effectiveness of your promotional strategies by examining the key factors affecting associated ROI and compare the promotional activities of leading companies with this report.

Keynote Josh Bernoff "Groundswell: Winning in a World Transformed by Social Technologies"

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Bernoff is going to help us better understand and leverage social technologies. Pharma's current position in social technology is unique. No issue makes us want to connect more than the issues we have around our health, they're looking for support around the subjects they have. A major road block for the pharma industry is that it is very regulated.

Win in a world transformed by social technologies...not just jumping in, but developing a long term strategy for your company to succeed. Social media changes very rapidly, and it's impossible to keep up with the latest technology.

Groundswell - A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.

You company sends marketing messages out to consumers. Now, they're collaborating together to determine if the products are good. As a company, you can't block it, but you can join in on the conversation.

The four step Groundswell approach is:
P - People - Assess your customers, patients and doctors social activities. What tools and technologies do they use?
O - Objectives - Decide what you want to accomplish. Why are you setting up your community? You can then measure your objective. S - Strategy - Plan for how relationships with customers will change. This is a new and permanent relationship.
T - Technologies -- Decide which social technologies you want to use.

He goes over the social technographs later when assessing people. Be sure to check this out in his new book. As for those participating, age is a great way to predict who are using the tools online. The diseases with the most social participation online is mood disorder other than depression, and the lowest level of participation online is osteoporosis. The level of men and women online doesn't really change. As for medical professionals, they are participants but produce very little content. Groundswell activities include listening, talking, energizing, supporting and embracing, all of the ideas that come from your customers.

Listening: MD Anderson's community for their cancer patients
Energizing: Gardisil on Facebook
Supporting: AstraZeneca
Embracing: My Starbucks Idea

It's important to educate the professionals in the Pharma field, network with those in your company who want to do it, talk to your legal group early, and a few others. You can also connect with third party companies such as MedMD. Make sure that your target market is working with social media.

Find out more about the presentation here:
Updated 2/11

Panel Discussion, Tuesday AM

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  • Nancy Phelan- Wyeth
  • Nan Forte- WebMD
  • John Fish- AstraZeneca
  • Kathleen Oniel-Hayes Oniel Consulting
  • Bob Lord-Razorfish
  • Paul Ivans, Chairperson
Nancy Phelan--Wyeth
An increasing demand for emarketing, Pharma is going through a transition as the public asks more questions and we ask more questions of ourselves. More and more brands are putting patience assistance/coupons on their sites to drive the product. There will be a much larger increase for a demand in ePharma. Increased transparency and utility online, there should be a bigger emphasis on safety. We should see increased external and internal scrutiny and regulation.

Nan Forte--WebMD
Looking at Personal and Environmental Sustainability with its core values. Food and wellness manufacturers are repositioning themselves as "health and wellness" companies. Let's engage the right audience at the right time to go beyond DTC--beyond TV and TTYD is not a CTA anymore. Work toward branded engagement by Originality + The Perfect Fit = Purpose, your brand should fill a void or create a real need.

John Fish--AstraZeneca
Content at the point of consumption is the new pink...i.e., Web 4.0. Websites as destination strategies are dead. Micro blogging, applications, etc completely change how your customer views your product. Marketing Funnel is not a maze...look at timing, convenience and distribution. Keep a relationship with your content and with your grand. The customers are now the brand stewards--you don't have control anymore. You must relearn it. Web 3.0 and mobile location based services will game change online media and search advertising models. Web 4.0 will connect everything to the Internet that's worth connecting...

Kathleen Oniel--Hayes Oniel Consulting
Even with health care professionals, will go from audiences of millions to millions of audiences. The "new commercial model" developing in the industry will require Marketers to develop skills in Managed Carek Marketing and Health Economics and understand the art and operations of Mass Customization. Change must happen.

Bob Lord--Razorfish
Looking at the "Third Marketing Channel"-- social influence marketing. You must consider this, have a strategy and have a purpose for it. How do you want to accomplish it, how do you go about doing it... You want to get to the person to influences the buyers. The Power of Social is to get the "influencer" ROI...optimizing your way to great results.

Check out photos here!

Updated 2/11

Live from ePharma 2009!

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Welcome to ePharma Summit 2009! We're live at the event and anxiously awaiting all of the great speakers, information and networking that ePharma consistently offers year after year. We've already had a great coffee hour and got a chance to meet a few of our fellow attendees--great coffee, too! We're thrilled at this year's turn out.

Conference Director, Lesly Atlas is sharing her opening address.

Now we're kicking off the event! We'll be posting all day.

Speaker Profile: Josh Bernoff

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With the ePharma Summit this week, we would like to introduce you to a few of the speakers we will have at our event. ePharma Summit will take place February 9-11, 2009 in Philadelphia, Pennsylvania at the Hyatt Regency Philadelphia. Today, we’d like to introduce you to Josh Bernoff. Bernoff the co-author of Groundswell: Winning in a World Transformed by Social Technologies and a Vice President at Forrester Research. Josh will presenting Groundswell: Winning in a World Transformed by Social Technologies on Tuesday, February 10, at 9:45 am.

Groundswell is a book about how to take the coming age of social media, and use the technologies to complement your business and how to create a social media strategy.

Find out more about Josh's work through the following resources:

Podcast: Social Media is a Recession
Seven Questions with Josh Bernoff


Josh discusses how Avenue A/Razorfish used the wiki as a collaborative tool to increase communication within their enterprise.


Source: Forrester

Monday, February 9, 2009

Live from the ePharma Summit!

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We are live from the conference at the Hyatt Regency in Philadelphia. As a participant in the event, you can keep up with the conference by following us live online through our various channels.

Over the next two days, we’ll be covering the conference live here at the ePharma Summit Blog and also at the ePharma Summit Twitter feed — for those of you here in Philadelphia, take advantage and be sure to join us for a tweetup! We’ll also be recording excerpts from the presentations and exclusive interviews on the ePharma Summit webpage. We also encourage you to join the ePharma Summit LinkedIn Group, where you network with over 300 ePharma marketing professionals both during and after the ePharma Summit!


Take a minute to see what Lesly Atlas, the Conference Director, is looking forward to at this year's event.

Friday, February 6, 2009

Speaker Profile: Dr. Michael Roizen

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With the ePharma Summit next week, we would like to introduce you to a few of the speakers we will have at our event. ePharma Summit will take place February 9-11, 2009 in Philadelphia, Pennsylvania at the Hyatt Regency Philadelphia. Today, we’d like to introduce you to Dr. Michael Roizen. Dr. Michael Roizen is the co-founder or Real Age, the system that calculates what age your body is.

Dr. Roizen is the co-founder of RealAge, and is the chairman of the RealAge Advisory Board. He's 59 in calendar years, but 41.2 in RealAge years. He's also been the past chairman of the FDA Advisory Committee. He's the author of New York Times best selling book Real Age - Are You As Young As You Can Be?. He's currently the chief wellness officer of the Cleveland Clinic and as chair of the Division of Anesthesiology, Critical Care Medicine and Comprehensive Pain Management at the Cleveland Clinic.

AOL Wellness Coach

San Antonio Business Journal: Five Minutes With Dr. Roizen

How old is your body?


We invite you to come see Dr. Michael Roizen at the ePharma Summit as he presents on Tuesday, February 10, “Everything YOU Need to Know About Interacting with Patients with Dr. Roizen”.

Source: Real Age

Thursday, February 5, 2009

Are Direct-to-Consumer Drug Ads Doomed?

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Direct-to-Consumer pharmaceutical ads may be on the way out. According to TIME, Direct-to-consumer (DTC) advertising by pharmaceutical companies has always been somewhat controversial. The U.S. is one of only two countries that permit it (New Zealand is the other). Critics claim that these advertisements encourage consumers to seek out overly expensive brand-name drugs from doctors. By having pharmaceutical ads on television, the general public may get the wrong idea of what Big Pharma is about, thinking they're out to deliver brands over disease medication. President Obama is trying hard to fight Big Pharma, and may have these controversial DTC ads taken off of the nation's television broadcast system--but that won't be for awhile. Do you think that these ads have a place within the public media sphere?

Tuesday, February 3, 2009

101 Things To Do With A Mobile Phone In Healthcare

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The website theMobileHealthCrowd has just published 101 Things To Do With A Mobile Phone In Healthcare. It takes a look at the direction mobile phones are taking in the medical industry and what tools you can use while using your smart phones.

Monday, February 2, 2009

Wyeth deal could mean NJ drug industry job cuts

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According to the Associated Press, the Wyeth Pharmaceutical deal could mean wide cuts across New Jersey's drug industry. Industry experts say the state should brace for more job cuts in the wake of New York-based Pfizer Inc.'s planned acquisition of Madison, N.J.-based Wyeth in a deal valued at $68 billion.

They say the Garden State will suffer disproportionately from drug maker cost cutting and consolidation due to its status as "the nation's medicine chest," just as it benefited disproportionately during the industry's halcyon days. New Jersey is home to 17 global, North American and U.S. headquarters for the drug industry.

What do you think of these cuts? What will the future hold for the drug industry in NJ?