Friday, December 24, 2010

Happy Holidays from the ePharma Summit!

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We're taking some time off from our coverage of all things Pharma marketing to celebrate the season with our loved ones. We want to sincerely thank you for your readership, your comments and your participation. We look forward to returning to the world of ePharma in 2011!

Here are our top ePharma Summit posts from 2010:
ePharma Summit 2010: Creating Value in Non-Personal Promotion
Epharma Summit 2010 Physician Portals: Just Say No
Progressive Rx Faces challenges with Google

We wish you Happy Holidays!

Thursday, December 23, 2010

10 of the Top Health Apps for Consumers & Professionals in 2010

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A lot has changed over the course of 2010 in the apps that HCP’s and Patients use to divulge health information. Many are continuing to get on the Mobile “Bandwagon” for the first time this year alone thanks to innovations in Smartphones and new portable tablets.

Here are 10 popular apps you should consider:

1. Medscape Medscape tops our list as the number one free medical app for medical professionals. The amount of free content provided by Medscape is absolutely mind boggling and seems to continuously grow with each update. 7,000+ drug references, 3,500+ disease clinical references, 2,500+ clinical images and procedure videos, robust drug interaction tool checker, CME activities, and more.

2. Micromedex This might come as a surprise to many, but after you use this prescription medical reference app you’ll understand why it ranks so high. The overall user interface of the app is simple and quick. There is minimal clutter — another reason for such a high ranking. If you need to look up a dose or some quick reference information about a drug you can accomplish this with ease.

There are no prompts to register your e-mail address, no CME activities, no icon badges, no notifications, or any other distractions. The one knock on this app is it doesn’t have a robust drug interaction checker, something Medscape and Epocrates provide. On the flip side, for residents and medical students, the app does a better job than other drug reference apps when it comes to mechanism of action information and patient teaching information. Another plus is it’s available for the iPad — which is not true of Epocrates and Medscape.

The application is a production of Thomson Reuters, a legitimate name in Healthcare.

3. New England Journal of Medicine The NEJM app is clearly a must have for all health care professionals. The caveat is that when this app was released the NEJM stated it would be free for a “limited time” in the iTunes description — that was more than 5 months ago and the app still remains free, allowing you to access fantastic NEJM content customized for the mobile format. The app allows you to access the last 7 days worth of published articles, along with images of various medical conditions and videos on how to perform procedures such as LPs and chest tubes.

4. Epocrates There is no denying Epocrates is one of the best medical reference tools in the mobile format. The free version of Epocrates, Epocrates Rx, provides great content: Drug monographs and health plan formularies, drug interaction tool, pill identifier, medical Calculator, and a new addition: Medical News and handpicked clinical articles.

5. MedCalc MedCalc once again makes it into our top free medical apps list. The creators of MedCalc have updated the app multiple times, making its user interface more robust and continuously adding medical formulas. It’s been downloaded more than a mind numbing 700,000 times, making it one of the most popular medical apps for the iPhone. The creators of the app are medical professionals and it was one of the first medical calculators to hit the iOS App Store with the introduction of the iPhone.

6. WebMD Mobile This is a free app, which helps patients to diagnose their condition, using a symptom checker. You simply enter your symptoms and the app gives you a diagnosis. There is also a first aid section, which covers everything from minor cuts to heart attacks. The app also offers information about suitable treatments

7) iPregnancy This is a useful application for pregnant women; it has a range of pictures of the developing baby and contains a wealth of information about pregnancy. The app also has a tool to keep track of antenatal appointments.

8) Blood pressure This app tracks blood pressure and can be used to keep a record of blood pressure over a set time period. The app can be utilized by multiple users and is easy to use. This app is ideal for those who have high blood pressure but can be beneficial for everyone, as there are often no obvious symptoms of high blood pressure.

9) Glucose Buddy
The Glucose Buddy app is a really useful tool for diabetics; it helps to keep track of blood sugar levels.

10) iPharmacy iPharmacy enables you to look up medications and treatments and look for dosage instructions, side-effects and information about different drugs. The app also has information about drug interactions so you can find out about taking medications with other types of drug.

Doctors are taking to iPhone, BlackBerry and smartphone apps. According to the 2009 Smartphone Survey, 53% of physician respondents own a smartphone and 63% of those physicians are using mobile medical applications. Like it or not apps are here to stay. I truly think they will help 98% of the time both as a reference or a quick way to get updated information about any topic.

Learn more about apps in the medical industry at Epharma Summit 2011 on Wednesday, February 9, 2011, General Session:

Innovations in Mobile: Tools, Applications and Platforms

Speakers are:
Brian Dolan, Editor, Mobihealthnews
Ruth Clements, Director, Marketing Betaseron US, Bayer
Dorthy Gemmell, SVP, Pharmaceutical and Medical Device Markets

Download the brochure for more information.
Be sure to mention the code XP1606BLOG to save 10% on
your registration
. Click here to
register Epharma Summit 2011

With the exponential amount of medical applications being created daily, the question remains: What does it take for one app to be more successful than another? What do Physicians and Consumers find most valuable in their daily use of these programs?

There are many apps available. These top 10 are ones we felt are definitely the top rated for now. If you know of other Iphone Apps for healthcare professionals feel free to post in the comment section below.

Portions originally posted

Friday, December 17, 2010

Social Media Changed the Game, But the Rules Remain the Same: There Are No Rules

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What constitutes responsible marketing in the pharmaceutical and health care industries?

Hah! Wouldn’t you like to know…Problem is regulators have an annoying habit of keeping their cards close to the vest – especially the blank ones.

As far back as the ancient days of DTC when dinosaurs – print and broadcast – ruled the earth, the regulatory rule of thumb has always been, “You tell us, then we’ll tell you you’re wrong.”

Thousands of digital years later – roughly three analogue years – emerging media platforms like Twitter have turned a regulatory minefield into…well…a regulatory minefield, only on steroids.

Under the circumstances, to even attempt to navigate the digital frontier would seem a fool’s errand. But to do nothing? Even more foolish, of course.

According to Mark Senak – author of the leading blog “EyeOnFDA,” a health care public affairs pro with Fleishman-Hillard and a lawyer with a keen interest in pharma regulatory issues – it is possible, indeed advisable, to market pharmaceutical products and health care services in the social media world.

In part one of a four-part interview for IIR’s new podcast series – “ePharma Insights & Prescriptions” – Senak provides an introduction to the regulatory landscape and tackles the dilemmic question: Are we better off?

And please tune in to part two of our interview with Mark Senak, when we’ll discuss some common epharma marketing mistakes. We’ll also weigh ROI considerations versus the opportunity cost of not having a robust social media presence, and we’ll speculate on where the FDA may be headed in the near term.

Author’s note: Senak will be co-conducting a workshop on FDA/DDMAC enforcement trends at IIR’s 10th Annual ePharma Summit on Monday Feb 7.

To register or for more information, please visit

Marc Dresner is an IIR communication lead with a background in trade journalism and marketing. He is the former executive editor of Pharma Market Research Report, a confidential newsletter for market researchers in the pharmaceutical industry. He may be reached at

Click here to download Part 1 of the ePharma Insights & Prescriptions Podcast.

Thursday, December 16, 2010

New Policy by the AMA aims to Help Guide Physicians in Maintaining a Positive Patient-Physician Relationship Online

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90% of Americans are searching online for health information, but until recently, what they found tended to be jumbled and lacked credibility. Times are changing though. Mashable reports that as the health care revolution changes, many doctors, nurses and medical professionals are taking their insights online and offering patients credible resources to improve their health knowledge online.

Both the AMA and the CDC has recognized this, and released Best Practice documents for those professionals. A few of the Best Practices that caught our attention were:
  • Using privacy settings to safeguard personal information and content to the fullest extent possible on social networking sites.
  • Routinely monitoring their own Internet presence to ensure that the personal and professional information on their own sites and content posted about them by others, is accurate and appropriate.
  • Maintaining appropriate boundaries of the patient-physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained.
  • Considering separating personal and professional content online.
As social media and med-focused online outlets increase, so do the number of potential challenges that arise when consumers approach the web to take their health into their own hands increase as well. For physicians, posting anything searchable online can be a huge risk but does have its benefits- exposure as a thought leader for one. As for advertising, press of practice is press nonetheless so one has to wonder about guidelines to help hinder HCP’s that create a potential danger not just for their own patients, but for the hundreds that comb the web looking for any information at all that might help them with their own diagnosis.

How much do you think these policies will help to mold the updated guidelines from the FDA in order to protect patients from those that misuse these technologies?

At the ePharma Summit, we will be addressing how marketers can better connect with today’s tech-saavy physician in our The Doctor’s Live Panel which will feature Sanjay Pingle of Physician’s Interactive as well as the perspective of Dr. Jason Bhan, Family Physician and Co-Founder of Ozmosis, Inc.

Friday, December 10, 2010

Startup Lets Doctors Enter Prescriptions on iPad

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Two entrepreneurs have developed an application in hopes of reducing error due to notoriously illegible physician penmanship. Liam Davis-Mead, 31, co-founder and CTO of the Boulder, Colorado-based startup said as many as 40 percent of prescriptions contain some sort of medication error, from improper dosing to overlooked interactions with other drugs and just simply because pharmacists can't read the doctor's messy handwriting.

The technology was developed by software programer and CEO Shane Taylor, who said his father, who takes 26 medications to fight heart disease and cancer, nearly died "on a few occasions" due to prescription errors.

The company plans to launch the free version of its app by the end of the year and hopes to roll out a premium subscription-based service within the next eight to nine months that would charge physicians $49 per month.  

As physicians adopt mobile technologies to improve patient interaction, we will look at how marketers can reach them through these new channels. Our Professional Marketing track on day 2 will focus on physicians and their use of new technologies in treatment from start to finish. We will also highlight the Innovations in Mobile Tools, Applications and Platforms on Day 3 with leaders from MobiHealthNews, Bayer and WebMD.  

Register by Friday December 10th so save $400 and mention the code XP1606BLOG at checkout to save an additional 10%.

Thursday, December 9, 2010

Last Chance to Save $400 on Your ePharma Registration

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Join hundreds of the leading pharmaceutical professionals for incomparable access to insider information on how the top organizations are optimizing their brand strategy and boosting customer engagement.

Meet representatives from a wide range of Pharma stakeholders including Eli Lilly & Company, HealthCentral, Merck, Bayer Inc, Google, Bristol Myers Squibb, Shire Pharmaceuticals, Mount Carmel Health System, The Doctors Channel, Ozmosis, WEGO Health, Aton Pharma, M3 USA and more…

Celebrate 10 successful years with exclusive keynote presentations from:
→ Thomas Abrams, Director, DDMAC
→ David Pogue, The New York Times, CBS News
→ Thomas Goetz, Wired Magazine

Praise for the ePharma Summit from Joe Shields, Product Director & Team Leader, ENBREL, Pfizer, Inc., "The organizers and advisory board for the ePharma Summit continuously reinvent the meeting’s mission and focal points each year, staying one step ahead of the trends that shape health care marketing. The event provides savvy marketers with a healthy balance of networking, best practices, new thinking and, of course, controversy."

For more information, download the ePharma Summit Brochure:

We’re expecting to have our biggest year ever. Join us at the most respected digital marketing event for the life sciences industry as we explore innovative e-strategies and proven techniques to drive business. As a reader of the ePharma Summit blog, you will receive a 10% discount off the current rate when you use code XP1606BLOG.

Wednesday, December 8, 2010

ePharma's 12 Days of Christmas

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Save 15% off your registration during the next 12 (business) days of Christmas. Be the first to email each day starting at 10:00 am to receive your code to register at 15% off, a savings of almost $350. And be sure to follow us on twitter (@epharma) to receive industry updates and other special offers from the ePharma Summit.

The ePharma Summit is the largest and most respected digital marketing event in the life sciences industry. Join us this year for exclusive keynotes from Thomas Abrams, Director of DDMAC, David Pogue, Personal Technology Columnist at The New York Times, and Thomas Goetz, Executive Editor at Wired Magazine.

With over 500 people in attendance, you can be sure you'll meet and hear from the most influential people in the industry. Don’t wait, register today!

Wednesday, December 1, 2010

Winning In The Relationship Era

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Marketers feel the ground shifting beneath their feet. Health care consumers are more empowered than ever, and as consumers gain unparalleled access to and influence over brands, they form new expectations about brand relationships. They expect us to truly engage with them - and to provide value beyond the pill - by building an experience around the brand that’s not about product branding, but rather about making them and their loved ones healthier. Authenticity and trust will drive their behaviors, not 30-second spots. So, how can business leaders - given the realities of the current regulatory environment - best adapt from a campaign-driven paradigm to an always-on marketing ecosystem? Learn how brands can adapt and win in the “Relationship Era” by building sustainable relationships with healthcare consumers involving both high levels of transaction and trust. Read IMC2's White Paper examining the topic here.

Doug Levy, CEO, IMC2, will be expanding on the findings in the white paper on Tuesday, February 8, 2011, at the ePharma Summit in New York City. Download the brochure and remember to register by 12/10 to save $300. Register using the code XP1606BLOG and save an extra 10%.

Tuesday, November 30, 2010

Would the FDA Care if Kanye West said Lipitor was His Drug?

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At the DIA in June the FDA said there would be guidance on social media practice by the end of the year. As we close in on December one has to ask, will we get any concrete guidance before the end of the year? In a brief but proactive post “Who’s Responsible for Tweets About a Drug?", Katherine Hobson discussed just this on the Wall Street Journal Health Blog this weekend. Ms. Hobson poses an interesting question regarding the industry’s responsibility with respect to what people post through Facebook, Twitter, etc. She wonders if the FDA would care if Kanye West or any celebrity’s comments on twitter would be the responsibility of the industry, in particular if they were paid to tweet it. It does beg the question, if a pharma company paid Kanye to suggest any drug was “better, faster, or stronger” wouldn’t this be considered promotional content and warning letter worthy no matter what medium it came through?

In addition, Ms. Hobson highlights an article that suggests “physicians and consumers should hold the FDA and pharmaceutical manufacturers responsible for maintaining credible information in social media regarding the benefits and risks” of therapies. However, as is sometime the case, most compelling were the comments which offered additional insights into the topic. In particular, I was struck by Jonathan Richman’s (ePharma Summit speaker and author of the Dose of Digital Blog) comment. In it he asks and answers three key questions “First, is it legal (according to the FDA) for pharma to use social media? Second, is the use of social media an effective marketing platform for pharma? And finally, what should pharma be responsible for when it comes to social media?” While his answers are well thought out and offer a great perspective for how the industry should use social media, one question remains, where does the FDA stand on pharma’s role with social media online?

For now, the industry waits for guidance, which may or may not come before the end of the year. In the meantime you can register for the ePharma Summit where not only Jonathan Richman, but Thomas Abrams the director of DDMAC will be on hand to provide what clarity there is to be had by February. Download the brochure for more information. Be sure to mention the code XP1606BLOG to save 10% on your registration.

(Image Courtesy of David Shankbone)

Wednesday, November 24, 2010

Bill Gates on the digital healthcare revolution

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Recently, Bill Gates looked at how mobile health was going to take off and revolutionize the healthcare industry. He looks at the successes in cloud computing as a precursor to the coming revolution in how Mobile Health will revolutionize the industry. This is only further aided by the increasing rates at which technology is being substituted for labor.

The Economist concluded the article concluded on this note:
“Middle-income countries are where most innovation in health care is going to come from.”

What do you think about that closing statement? Why will middle income countries be the future of the healthcare revolution?

The technology revolution is an important part of the future of the pharmaceutical industry and the ePharma Summit wants to keep you in the loop. Join us for a special presentation from Thomas Goetz, as he presents "The Future of Health is in the Hands of the Consumer," on Tuesday, February 8.

Download the brochure and remember to register by 12/10 to save $300. Register using the code XP1606BLOG and save an extra 10%.

Thursday, November 18, 2010

Where's the one place to get the best eMarketing training, expert insight and analysis on market changes and meet over 500 of your colleagues?

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The 2011 ePharma Summit is your one stop shop for the digital marketing industry. With 40% of attendees from the Pharma industry and 70% senior representation, ePharma is the place to help you drive your business forward in 2011. What are we doing to help you network with your industry peers?

-Exclusive Networking Opportunities:
End each day with networking receptions designed to help you make lasting connections. With 10+ hours of networking, you'll be sure to walk away with valuable contacts.

-Begin Networking Before the Event:
New This Year! All attendees will be given access to our exclusive pre-event networking tool. This online resource will allow you to view the delegate list, message potential clients and set up meetings on-site from the comfort of your own office. Sign up early to take full advantage of this unique opportunity.

-More Than Just Networking:
The ePharma Summit strives to deliver the highest quality speakers every year and this one is no exception. Along with dozens of Pharma representatives, this year's faculty includes Thomas Abrams, Director of DDMAC, Thomas Goetz, Executive Editor of Wired Magazine, and David Pogue, Personal Technology Columnist for The New York Times.

Download the brochure and remember to register by 12/10 to save $300. Register using the code XP1606BLOG and save an extra 10%.

Tuesday, November 16, 2010

500 Million Users to be on mHealth by 2015

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Users of SmartPhones around the world are growing at exponential rates, and could be up to 500 million out of the 1.4 billion SmartPhone Users by the year 2015 will access mobile health. Currently, the most used platform to access mobile health is via apps, and is a pay-model. Those at Research-2-Guidance feel that mobile health has not taken flight yet, but within years of doing so.

Have you seen a successful app that embraces mobile health? Which app is that?

mHealth is an important part of the future of the pharmaceutical industry and the ePharma Summit wants to keep you in the loop. Join us for our special case study presentation from Jennifer Shine Dyer MD, as she presents her results regarding her study on text messaging and improved adherence in teen patients. Or attend our session on the use of mobile devices by physicians at the point of care. Finally, join us on Wednesday February 9th to get an update on Innovations in Mobile, with presenters from MobiHealthNews, Bayer and WebMd.

Download the brochure and remember to register by 12/10 to save $300. Register using the code XP1606BLOG and save an extra 10%.

Thursday, November 11, 2010

1 Day Left to Save $500

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There is only one day left to save over $500 on the 10th Annual ePharma Summit. This year's event features over 500 industry professionals, 5 pre-conference workshops, 18 pharmaceutical companies on the program and 3 inspirational keynotes.

This year's workshops include the previously sold out eMarketing University and Social Media Boot Camp, Perfecting the Creative Brief, E-Sales Force, and Examining FDA/DDMAC Enforcement Trends. Keynotes inlcude David Pogue, Personal Technology Columnist at The New York Times, Tom Goetz, Executive Editor, Wired Magazine, and Ethan Zohn, Winner of  "Survivor Africa" who will be discussing his battle with cancer and the impact the pharmaceutical industry has had on his life.

Click here to download the brochure.

Register today and save an extra 10% off your registration when you mention the code XP1606BLOG for a total savings of almost $800.

Friday, November 5, 2010

Twitter tests ads on Hootsuite

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Twitter has released ads into the Twitter streams of users using HootSuite in an effort to find a sustainable business model. According to AdAge, in the next step after Promoted Tweet, targeted promotional tweets will appear in the streams of users who follow certain Twitter handles. They will start with HootSuite, which is a base of approximately 175 million users, then, should it be successful, expand to other third party Twitter applications and

Will Pharma be able to take advantage of this new advertising platform? How can this new platform benefit Pharma advertisers?

Join us at the 10th Annual ePharma Summit to discuss the latest updates in the social media world as they relate to you and your business. Attend our full day Social Media Bootcamp workshops and get a 360 degree view of available social media tools and best practices. Then attend sessions like the Innovations in Consumer eMarketing panel discussion to see the latest and greatest in social media and eMarketing. Register today and save 10% off current rates when you use the code XP1606BLOG

Wednesday, November 3, 2010

Integration is key for effective marketing

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Recently at One-to-One Media, they looked at the effectiveness of integrated marketing efforts. While print is still an important part any marketing campaign, the effective integration of digital marketing into this plan will result in more views. It will also allow your potential customers to customize their experience and ultimately make them more likely to say yes to your product. By allowing individuals to choose which platform they engage with you on, you can better customize their data to fit their needs. Across all platforms, mobile is the one that is growing the fastest.

The ePharma Summit has a number of sessions dedicated to integrating social media into the traditional media mix. Event Co-Chair Joe Shields, Product Director at Pfizer will be presenting on “Hyperintegration in Healthcare Marketing” on Wednesday February 9th followed by his colleague Barbara Dowling, Director, Team Lead, Multi Channel Planning at Pfizer, who will be talking about “Seamless Integration of E-Initiatives into Your Multi-Channel Media Plans.” Our eMarketing University and Social Marketing Bootcamp workshops will also help you fully incorporate your new media program, with more traditional marketing outlets. Click here to visit the webpage and download the full brochure and save up to 25% on your registration.

Monday, November 1, 2010

Medical Devices allowing new mediums for disabled patients

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Many times on this blog, we write about what the iPad and similar technologies can do for doctors to help their patients. But recently in the New York Times, they featured the story of Owen Cain, who suffers from motor-neuron disease. The iPad is the only device that allows Owen to interact with the world, providing a platform for him to read and express himself on his own.

Can the right use of iPads create better patient experiences for patients? Have you seen any more examples like the one above?

Friday, October 29, 2010

The ePatient Online

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Today, @blueeyepath tweeted great infographic featuring many of the statistics of how patients search for their medical information online.

A few of the statistics I found interesting:

-61% of E-patients who want news or information about medical conditions or diseases via social media
-77% of those recently diagnosed turn to find out more information about the disease online
-10 Million adults turn to their mobile phones to find out more health information online

See the full PDF here.

What statistics surprised you?

Wednesday, October 20, 2010

In rare move, ad schedules available for parents

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In a rare step, Viagra and Cialis, sold and marketed by Pfizer and Lilly, have shared their media schedules with the Parents Television Council according to MM&M Online. The Council has now has the schedule posted on their website, so parents can control whether or not children are watching television while they air.

Tim Winter, the Parents Television Council president, stated:
“We applaud all three companies for their willingness to address the concerns raised by parents, grandparents and others who have been caught off guard by ED advertisements."

The full schedule of airing times can be viewed here.

Monday, October 18, 2010

Mobile technology's influence on Pharma Marketing

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Join us at the 10th annual ePharma Summit to learn about the impact that mobile technology is having on Pharma marketing and health care in general. Our mobile technology focused tracks include coverage of the innovations in mobile technology from Brian Dolan of MobiHealth News as well as a compelling case study from Dr. Jennifer Shine Dyer of Nationwide Children’s Hospital on the use of text messaging to promote patient compliance. Click here to see all mobile related sessions.

Robert Lucente Thinks Mobile is the Future of Pharma from Zemoga on Vimeo.

Use your time at the summit to meet new providers like Augme Mobile Health or to exhibit your product in front of the top organizations in the life sciences industry including:

AstraZeneca • Bayer • Bristol-Myers Squibb • Boehringer-Ingelheim • Millennium • Pfi zer • Merck • Shire Pharmaceuticals • Novo Nordisk • Purdue Pharma • ViroPharma • Daiichi Sankyo • Vertex Pharmaceuticals • Janssen Pharmaceuticals • Aton Pharma •Astellas Pharma • GlaxoSmithKline

Register today using the code XP1606BLOG and save 25% on your registration.

Thursday, October 14, 2010

John Mack at the Multi Channel Pharma Marketing Event

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Pixels and Pills is on location this week at the Multi Channel Pharma Marketing Event! In this video clip, they interview John Mack, Editor & Publisher, Pharma Marketing News, who is on location!

John Mack Goes Back to His PharmaGuy Roots! from Zemoga on Vimeo

Tuesday, October 12, 2010

Video Detailing: Now and Then

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Live video detailing and its role in the pharma-physician relationship is a topic we’ve been exploring at Manhattan Research in our annual ePharma Physician® studies. Below are a few trends we’ve seen in recent years:

Video Detailing Reemerges in 2008

Our 2008 version of this study showed promising results that live videoconferencing was finally reemerging as a viable service channel for manufacturers. Significant improvements in video technology and a growing crop of vendors supporting recruitment and fulfillment of these programs were paving the way for increased acceptance among physicians and reps alike. At this time, a meaningful share of physicians (about 1 in 10 ePharma Physicians*) were already using video detailing with pharma reps, and interest in using this channel was very high. Additionally, more than half of doctors already using video detailing were satisfied with the experience.

Manufacturer video detailing initiatives were still in piloting stages for the most part though, with Merck leading the way in terms of reach and innovation. Key issues at this time included benchmarking uptake and satisfaction. Pharma was interested in determining if video detailing could replace some in-office details or enable reps to ‘see’ docs they otherwise could not access face-to-face.

Video Detailing Continues to Evolve in 2010

Our 2010 ePharma Physician® research provided some more answers about how live video detailing is evolving as channel for pharma-physician communication and promotion. Video detailing grew rapidly between 2008 and 2010 – more than doubling to about one-third of ePharma Physicians*. Additionally, a considerable share of users of this channel report their prescribing behavior is influenced by these programs, which is critical feedback for marketers concerned about the return on investment of this channel.

Convenience is a major factor driving physician use of video detailing, but study findings also indicate that physicians are using video detailing for the purposes that many companies intended – namely to replace face-to-face rep interactions and obtain critical information on new products.

What Does the Future Hold for Video Detailing?

Though live video detailing has shown favorable results among users over the past two years, research suggests that adoption will likely plateau for the next few years as pharma companies work to optimize their targeting and communication of the value proposition of this channel to non-users.

In the coming months, Manhattan Research will be releasing an in-depth report about the video detailing landscape. This report will also detail some of the more challenging aspects of video detailing, including barriers to future adoption, what marketers must need to do to increase penetration, what other areas it’s cannibalizing, and how use varies by specialty.

*ePharma Physicians are U.S. physicians who have looked online for pharmaceutical information, visited a pharmaceutical or biotech product or corporate website, or participated in an e-detailing program from a pharmaceutical or biotech company in the past 12 months. ePharma Physicians comprise 88% of the U.S. physician population in 2010.

Study Background

ePharma Physician® v10.0 was conducted via online survey in Q2 2010 among 1,713 U.S. physicians who have looked online for pharmaceutical information, visited a pharmaceutical or biotech product or corporate website, or participated in an e-detailing program from a pharmaceutical or biotech company in the past 12 months.

For additional information, please visit , contact, or call 1.888.680.0800, ext. 2.

Tuesday, October 5, 2010

Digital trends in Pharma Marketing

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I recently came across this presentation which looks at how the way we surf the internet is changing, along with the way digital Pharma marketers are adapting to it.

Thursday, September 30, 2010

Mia Hamm promotes "Give Your Health A Shot"

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Soccer Player Mia Hamm is working with GlaxoSmithKline to promote the awareness of vaccination health for adults. Reported by MM&M, With the "Give Your Health A Shot" campaign, GSK is looking to spread awareness of the 14 vaccinations that can prevent serious illness in adults. In order to reach their target audience, GSK is using website as well as a 30 minute public service announcement that will run in select markets throughout the month of October.

Tuesday, September 28, 2010

John Mack on Pharma Marketing

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John Mack, Editor & Publisher, Pharma Marketing News, who will be moderating the panel Take Value-Add to the Next Level—What’s Working and What’s Not at this year's Multi Channel Pharma Marketing Event answers five questions about Pharma marketing online with Doc TV:

Monday, September 27, 2010

Are you using the right platform to target your audience?

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Listening online is key to excelling with your audience online. It is important to look at the platforms your audience is engaging on and how they are approaching the topics they are talking about. The 360° Digital Influence Blog suggests that creating a Facebook fan page for a drug may not be sending the message a Pharma company wants to send.

Where are your customers speaking online? Have you taken the time to find those places?

Friday, September 24, 2010

Can the FDA keep up with Pharma Advertising?

Pin It Now! looks at the current balancing act Pharma companies are playing with the FDA while advertising to consumers. The USA and New Zealand are the only two countries in the world that allow Pharma companies to advertise to their consumers. The Pharma companies spend over $4.8 billion every year. The FDA regulates these ads, but is often far behind in monitoring and enforcing their policies on the ads.

What do you think the FDA can do to better patrol Pharma Marketing? While the number of warning letters from the FDA has increased from 21 in 2008 to 45 as of August this year, the FDA is having trouble with the volume of advertising and reviewing campaigns.

Thursday, September 23, 2010

Latest mHealth Research Revealed at VITAL 2010

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PricewaterhouseCoopers recently conducted a survey which concluded that three in ten Americans are willing to use their mobile phone to monitor and track their health. 40 percent stated that they would be willing to send their health data directly to their physician through a remote monitoring device. What’s more, they would be willing to pay for this device out of pocket.

To explore these findings further and understand how your organization fits into this emerging marketplace, join us at VITAL - The Consumer Digital Health Event next month.

VITAL, (Vision, Innovation, Technology, Adoption, Living) - The Consumer Digital Health Event, taking place Wednesday, October 6, 2010, is a one-day interactive think tank designed to bring together the key players in the consumer health technology market.

Throughout the day, participate in discussions on:
• Where are we now and where are we going: an in-depth review of the personal health technology landscape
• The tool kit to establish benchmarks for measuring clinical outcomes and changes in healthy behavior
• How to’s on setting incentives to overcome barriers to adoption for patients, members or employees
• Examining current reimbursement models and trends in self-pay
• Data integration: the quantified self and the physician EMR – are they fit to be tied?

For more on Vital, taking place October 6, 2010 in San Francisco, California, visit our webpage.

Tuesday, September 21, 2010

ePharma Summit: Putting the Consumer Back in DTC

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ePharma Summit 2010 took place this past February in Philadelphia. If you were unable to make it, we will now be presenting a weekly video series featuring all of the sessions from our event. This week Hensley Evans, President,imc² health & wellness, leads a panel discussion with Brent Rose, of Daiichi Sankyo and Ginger Vieira of Diabete Teens titled Putting the Consumer Back in DTC: Five Things Pharma Can Learn From Consumer Brand Marketers.

Click here to watch the video. The video is under the "video" portion of the interactive player on the ePharma Summit webpage.

ePharma Summit now has a Facebook fan page! Like the ePharma Summit today!

Monday, September 20, 2010

The Effect of Digital on Patients & the Physician Relationship

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In 2010, researching health information online is a mainstream activity among U.S. consumers, with over two-thirds of adults doing so. In earlier days of eHealth, online health info-seeking was generally sporadic, usually in response to a new symptom or health concern. But access to broadband has dramatically increased and now more consumers rely on the Internet for health-related resources at multiple points throughout the treatment continuum, including during post-diagnosis and condition management stages. Adoption of online pharmaceutical content in particular has grown at a fast clip over recent years. Over 100 million U.S. adults now use the Internet to research prescription drug information - a population that has been boosted by an increase in the share of older consumers using the Internet, a growing number of Americans taking one or more prescription medications, and DTC advertising driving people online.

While online health and pharma information-seeking has already been adopted by a critical mass of consumers, participation in more advanced health IT activities is far less common. The share of consumers using online tools and services to increase their adherence to medication or manage their conditions is still relatively low. While consumer interest in using PHRs and communicating with their physicians online is very high, only a small fraction of U.S. adults have actually adopted these activities. The share of physicians communicating with at least one of their patients via email, instant messaging, or secure online messaging services has been gradually increasing over the past seven years to about 2 in 5 physicians in 2010. But significant participation has been hindered by physician concern about liability and questions about benefit to practice efficiency, as well a lack of communication around the value proposition for both physicians and patients. Similarly, personal health record (PHR) adoption will likely remain stunted in the absence of major physician participation and education and awareness-building initiatives. Although the current administration has put a stronger focus on health IT, the majority of Americans are likely not highly motivated to maintain a PHR unless faced with a serious illness.

Consumers who take an active role in their healthcare are starting to make an impact on physicians. Virtually all U.S. physicians report that at least some of their patients discuss health information they found on the Internet during their appointments, though the average share of physicians’ patient bases doing this is still relatively low. More than half of physicians believe this research leads to a better-informed patient and over one-third feels that it leads to better treatment decisions.

Source: Manhattan Research, Taking the Pulse® v10.0 (2010), Cybercitizen Health® v9.0 (2009)

Monday, September 13, 2010

ePharma Summit: Pharma on YouTube: Who’s Doing it Best? Part II

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ePharma Summit 2010 took place this past February in Philadelphia. If you were unable to make it, we will now be presenting a weekly video series featuring all of the sessions from our event. This week Kevin “Nalts” Nalty, Prolific YouTube Video Creator teams up with Clare O'Brien, Sales & Business Development, You Tube/Google to complete their presentation Interactive Polling Round II - Pharma on YouTube: Who’s Doing it Best? .

Click here to watch the video. The video is under the "video" portion of the interactive player on the ePharma Summit webpage.

Friday, September 10, 2010

Top 10 reasons you should join us for the Multi Channel Pharma Marketing Event?

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This October in Princeton, New Jersey, we hope you’ll join us for the Multi Channel Pharma Marketing Event. Why? Here are the Top 10 reasons:

1. Get updates and insight into FDA promotional guidance from AstraZeneca, Sanofi-Aventis, and Bristol-Myers Squibb
2. Identify the next big idea and follow it from concept to execution
3. Debate the optimal channel mix for your market segment
4. Bring the customer to you with live physician and patient focused break out groups
5. Participate in facilitated roundtable discussion groups based on your interest in consumer, HCP or managed care marketing
6. Learn how to spot new insights and opportunities by collaborating across functional teams
7. Gather predictive consumer insight to optimize your cross-channel media plan
8. Maximize your experience with speed networking activities and dinner workshops
9. Evaluate the success of your multi channel media plan without getting bogged down in data
10. Find out how you can compete in the new pharma marketing model with a keynote presentation from David Stern, EVP, Endocrinology, EMD Serono

Don’t wait. Register now for your opportunity to drive brand advocacy and elevate top line sales by sending the right message to the right customer through the right channels.

Visit the webpage here.

Thursday, September 9, 2010

Apple to introduce guidelines for the apps

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After two years of little guidance, Apple has announced that it will introduce guidelines for Applications in its App store, as reported by the Associated Press. There are are currently over 250,000 apps available. For the past two years, the developers of these programs would submit their applications with no structure during development, leaving some with Apps that were not approved. Also, they've lifted the ban on using third-party development tools that ''translate'' code written for another platform.

Will this encourage more apps from Pharma companies that will allow the digital tracking of health to increase?

This blog is co-posted with Community 2.0.

Thursday, September 2, 2010

Pharma marketers must learn to listen through social media channels

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Tobi Elkin, writer at eMarketer, recently posted about his conversation with Bruce Grant, the SVP at Digitas about where Pharma marketers are and how they can adapt and use the social media space to understand and communicate with their customers. Grant points out that while both online, advertising and social media marketing are two different mechanisms for communicating with the consumers. Social media can, however, provide a platform for consumers to find the answers they need in the cloud of marketing that Pharma presents. It is most important that Pharma Marketers take a minute to stop and listen to consumers on these platforms. Then, after listening to the needs and concerns of the consumers, then marketers can reach out and respond to their customers.

Does the lack of regulation prevent your company from reaching out and responding to your customers? Or are you taking a different approach and communicating with your customers via Social Media until the FDA intervenes?

Wednesday, September 1, 2010

Social networks provide comfort for patients

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Recently in the Dallas Morning News, tell the story of how Jenny Scott became a blogger during her daughter's struggle with leukemia. In 2004, she began to share the story of her baby's cancer treatments and the struggles the family was facing. This fostered a community where readers could read about the cancer updates and created a forum for the other parents who were supporting their children sick with cancer.

How important are forums online like this for patients struggling with illness? While the Pharma industry is struggling to regulate the Pharma marketing industry online, there are these great forums that are helping patients and parents discover the illnesses their children are struggling with, and giving them an outlet to express their concerns and questions among peers.

Tuesday, August 31, 2010

ePharma Summit: The Long Tail of the Pharmaceutical Industry

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ePharma Summit 2010 took place this past February in Philadelphia. If you were unable to make it, we will now be presenting a weekly video series featuring all of the sessions from our event. This week Chris Anderson presents The Long Tail of the Pharmaceutical Industry: How Emerging Technologies Will Impact Consumer Behavior & Preferences.

Click here to watch the video. The video is under the "video" portion of the interactive player on the ePharma Summit webpage.

ePharma Summit now has a Facebook fan page! Like the ePharma Summit today!

Monday, August 30, 2010

Older population finding social media

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At Mashable, they share that between April 2009 and May 2010, the fastest growing segments of individuals joining social media are older adults. In that time span, participation of individuals between 55-64 grew 88%, while individual older than 65 grew at a rate of 100%. While it's primarily the younger population using social media, their numbers only grew 13%.

Friday, August 27, 2010

Why is Pharma afraid of digital marketing?

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At the World of DTC Marketing Blog, Rich Meyer looks at why phamra companies are afraid of entering the pharma digital marketing space. Meyer points out that even though the ROI of Pharma television commercials is minimal, it's what is known to the industry, so it continues to market that way. Many hold back from digital marketing because it is a foreign and unknown concept to marketing. In addition, there are few Pharma marketers who know and understand the space before they enter it. Meyer gives a few more reasons Pharma Marketers are afraid to enter the digital space.

What are other setbacks for the Pharma marketing industry?

Thursday, August 26, 2010

Personal accounts make for more effective webpages

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A guest post from Lisa Neal Gualtieri at Kevin MD's blog looks at how personal accounts and patient stories can make for a more effective web page. They create a forum for individuals to come together and create a type of network for those associated with the products that the company provides. While patient privacy is a concern, do online communities need to be accessible where potential patients could find out about stories and treatment? Or is this a realm for patient advocates to concern themselves with? Read Lisa's full post here.

Tuesday, August 24, 2010

Compete in the Consumer Digital Health Market

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Countless technologies for fitness, wellness, senior care and disease management enter the market daily. But the question is, when and how will they impact clinical outcomes, reduce cost and help consumers take control of their health?

Join us in San Francisco on October 6 for VITAL, an all new event focused on exploring the realities of this emerging marketplace and seizing the business opportunities made possible by the creation of in-home health tools and devices.
With group discussions and case studies by leading health plans, employers, providers, and retailers, you will walk away with insight into consumer adoption trends, clinical outcomes data, unique business partnerships, reimbursement incentives, and standards for integration.

Join us in San Francisco on October 6, 2010. Find out more about the Vital Event here:

To begin networking now, join the Consumer Health Technologies LinkedIn group today!

Pharma social marketing and the data its provides

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Bill Harriss of the Sigma Marketing Group commented on the winning uphill climb of social media marketing regulations and the FDA. He believes that Pharma is winning the battle, but in addition, the rich data that can come from online analytics that supplement offline data about the behavior of patients in addition to their conversion and adherence rates.

Not to mention this brief filed with the US District court:
The Washington Legal Foundation (WLF) and Pfizer filed a brief with the U.S. District Court in April requesting to limit the FDA’s guidance to prevent the free speech of drug manufacturers on social media sites such as blogs, Facebook and Twitter.

Do you believe that Pharma should be granted free speech when it comes to social media marketing? What benefits and drawbacks could this have on Pharma marketing industry and their customers?

Monday, August 23, 2010

Novartis increases sales calls

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Medial Marketing and Media notes that while the overall call rates for the Pharma industry are decreasing, Novartis has increased their sales calls in the first half of 2010 by 7% compared to 2009. The industry overall has seen a 1% drop in sales calls.

Jason Fox, associate director of syndicated analytics at SDI, stated:
“With the number of pharmaceutical sales reps being scaled back dramatically over the last few years, it's no surprise that sales calls across the industry are also declining. However, companies with new drugs or newly approved indications for existing drugs need to get the information into the hands of physicians and other practitioners, and in-person calls are still the most popular type of promotion, outside of product sampling.”

Friday, August 20, 2010

Reaching out through sales reps

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In a recent article at Pharma Executive, they look at how Pharma is having to reconsider the way they use their sales reps. Doctors make their decisions emotionally then back it up with the clinical data. It's the sales reps who communicate the facts and claims of the drugs to the doctors. One Pharma company developed a 4 step program to optimally include claims in their sales pitch that are emotionally based.

The Four Phases Pharma Marketer advises to implement a emotions based claim are:
1. Identify the underlying emotional context for claims-based messages.
2. Determine the most effective claims and benefits, and potential relationships between the two.
3. The brand team and creative agency used the claims/benefits combinations from Phase II to develop new messages for sales reps.
4. An ongoing message-tracking study that measures the impact of the messages and continuously improves them based on the results.

Wednesday, August 18, 2010

ePharma Summit: Chair and Co-Chair’s Recap of Day One

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ePharma Summit 2010 took place this past February in Philadelphia. If you were unable to make it, we will now be presenting a weekly video series featuring all of the sessions from our event. This week we will continue with a Recap of Day One's presentations from Joe Shields.

Click here to watch the video. The video is under the "video" portion of the interactive player on the ePharma Summit webpage.

ePharma Summit now has a Facebook fan page! Like the ePharma Summit today!