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:
http://bit.ly/bvSdXZ

To begin networking now, join the Consumer Health Technologies LinkedIn group today!
http://tinyurl.com/2g8vzp2

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!

Friday, August 13, 2010

Does Pharma need to embrace more marketing channels?

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Fierce Pharma looks at how many consumers are tuning out Pharma's traditional approach to marketing, and how they need to embrace a full circle marketing campaign. Digital marketing is where Pharma needs to turn next. Many companies are scared to embrace this new form of marketing, and the FDA isn't making things easier, as they still haven't issued formal guidelines as to what is and isn't allowed when marketing to Pharma individuals. Fierce Pharma pointed out that KevinMD also wrote a post looking at this topic in-depth. What do you think? how long will it be before Pharma fully embraces digital and integrates that marketing with their other TV and Print campaigns?

Wednesday, August 11, 2010

Top 10 Reasons why YOU should Attend The Multi Channel Pharma Marketing Event

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The Multi Channel Pharma Marketing Event, taking place this October in Princeton, New Jersey, is the one event that brings together product managers and marketing operations under one roof to discuss cross-channel media plans that will build brand value and elevate top line sales.


Here are the Top 10 Reasons you should join us at The Multi Channel Pharma Marketing Event:
● Get the Most Out of Your Agency Partnerships From Contract to Execution
● Prepare for the Paradigm Marketing Shift Created by the New Economic and Regulatory Environment
● Enhance Patient-Provider Relationships to Achieve True Return on Engagement
● Adopt Actionable Segmentation Techniques to Drive Market Growth
● Improve Mission Critical Managed Care Partnerships to Secure Market Access
● Take Value Add to the Next Level to Differentiate Your Brand and Build Sustainable Relationships
● Break Down Silos to Identify New Marketing Insights and Opportunities
● Evaluate the ROI of Your Media Plan Without Getting Bogged Down in the Data
● Bring the Customer to You With Live Physician, Patient, and Payer Focused Break Groups
● Debate the Optimal Channel Mix and Ideal Agency Models for Your Organization

For more about the presentations and speakers at this event, visit our webpage.

Tuesday, August 10, 2010

ePharma Summit: Anatomy of a Great Online Creative

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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 discussion titled "Anatomy of a Great Online Creative" featuring moderator James Chase, Editor in Chief, Medical Marketing & Media; Wendy Blackburn, Executive Vice President, Intouch Solutions; Lance Longwell, Director, Public Relations, Healthcare Communications, Siemens Healthcare and Enslow Kable, VP, Director, User Experience Insights, Draftfcb.

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

Monday, August 9, 2010

Social media allows providers to view whole experience

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The Boston Globe recently interviewed Dr. Tara Lagu about how doctors and healthcare providers feel about social media and healthcare. As expected, most are fearful of the online review systems and the negative reviews that could come from them. Dr. Lagu believes that patients look beyond one bad review and realize the external situations that come from negative reviews posted online.

What's the next step for social media and healthcare? Reviews of hospitals online. This will allow consumers to become more involved in the healthcare process, letting know external experiences apart from the doctor that will help improve consumers overall experiences when visiting the doctor.

Friday, August 6, 2010

Novartis's Facebook Share This Widget gets warning letter from FDA

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The Pharma Marketing blog took a look at the FDA letter Novartis received because of the "Share This" widget on their webpage. Received on July 29, the letter issued them a warning for not properly warning of the risks associated with the drug.

According to the Pharma Marketing blog, the one of the FDA reasoning for issuing this letter was:
"Facebook Share is a way for users of Facebook to share articles, pages, video, or flash content of a site with other Facebook users. Over two billion pieces of content are shared each week through Facebook. With two clicks, visitors to a website can share any page of that website through Facebook by generating a link to the page, along with a thumbnail image and a brief description (i.e., 'shared content') that will appear on the users’ profiles and, depending on privacy settings, in the home page stream of all of the users’ friends. Each time a link is shared by one user, potentially hundreds of new people may see and/or click through on the link."

Upon receiving the letter, they did pull the "Share This" feature on their Facebook page. Read Pharma Marketing's full article about the FDA letter here.

Thursday, August 5, 2010

Moving marketing: From email to social networking

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Brian Solis recently wrote an informative piece about the current migration that email marketers are making to social networks. Of the time Americans spend online, 25% of it spent on social networks and 8.3% is spent on email. Solis believes that email is the original social network, but companies are looking to move into social networks due to the round-the-clock influence their information can have on networks. Over email, social networks can provide a simulate 24 hour connection, where individuals can obtain meaningful information constantly through message boards, invitations and communications en masse to groups.

Solis emphasizes the importance of great information, and how these new social networks can compound and reach more audiences as individuals find valuable content and pass it to their networks. What kind of content are you providing to your social networks?

Wednesday, August 4, 2010

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

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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 discussion titled "Pharma on YouTube: Who’s Doing it Best?: Part 1" featuring Kevin “Nalts” Nalty, Prolific YouTube Video Creator and Clare O'Brien, Sale & Business Development, You Tube/Google.

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