Monday, January 31, 2011

Pixels & Pills ePharma Summit Tweetup & Phone Drive Next Monday!

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Pixels and Pills and the ePharma Summit have teamed up to host a TweetUp next Monday, February 7, 2011, after the Workshop Day of the 10th Annual ePharma Summit!

If you are in the New York City area, come on by to network with your fellow digital Pharma marketers from 6:30-8:30 at Sheraton New York Hotel & Towers, 811 Seventh Avenue (at 53rd Street).

For more about the ePharma Summit, taking place next week, visit our webpage.
As a reader of the ePharma Summit blog, you will receive a 10% discount off the current rate when you register using code XP1606BLOG.

Who can you meet next week at the ePharma Summit?

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The largest most exciting ePharma Summit to date is only one week away! You won’t want to miss this exciting 10th Anniversary Program, taking place on February 7th-9th at the Sheraton NY Hotel & Towers in NYC.

We are proud to highlight our Marquee Sponsor, Klick Pharma, on this year’s program through the thought leader contributions of Brian O’Donnell, EVP of Interactive Services, and Jay Goldman, Vice President of Strategy.

Join representatives from:
University of Washington * Topin & Associates Inc * Communications Media Inc * Medi Promotions * Intouch Solutions * Takeda Pharmaceuticals * Atellas Pharmaceuticals * PDR Network LLC * Element Market Research * US Oncology Clinical Development * Enspektos LLC * Forest Laboratories Inc * Acxiom Corporation * Wired Magazine * FingerPaint Marketing * Good Health Media * Beyond Consultancy * Millennium * The Doctors Channel * LLNS * Harte-Hanks Inc * Aptilon Holdings Inc * Centric Health Resources * Ozmosis * Google * Within3 Inc * Pharma Advertising Advisory Board * MedHelp * Yahoo * Novo Nordisk Canada Inc * SDI * Body in Balance Center * Sudler & Hennessey Inc * Bedford Laboratories * TGaS Advisors * MediMedia * Digitas Health * Daggerwing * Mayo Clinic * Purdue Pharma LP * Tufts University School of Medicine * OPTIMIZERx * New England Journal of Medicine * Harrison @ Star Business Group * New York Times Company * BioPharma Advisors * Hearst * Shire Pharmaceuticals * Impactiviti * Dyax Corporation * Lucy Rose & Associates LLC * Apxio * MedPage Today LLC * Publicis Healthcare Communications Group * Comscore Inc * EmpowHer com * Medtronic * Microsoft Corporation * Merck & Company Inc * M2 Worldwide LLC * Glenmark India * Lesko & Associates * Roche Diagnostics Corporation * Vivacity Health * Merkle * RememberItNow * Pharma Force * Realage Inc * Appature, Inc * Pfizer Inc * Medical Marketing & Media * * Evoke Interaction * Novo Nordisk Pharmaceuticals Inc * Daiichi Sankyo Inc * Health Union * Celgene Corporation * Bristol Myers Squibb Company * M3 USA * Medimix International * Manhattan Research LLC * Evolution Road Consulting * Queen's University * 5th Finger * Bridge Worldwide * Insight Research Group * Alliance Health Networks * The Health Central * Mount Carmel Health System * Aton Pharma * Health Ed * Underscore Marketing * Delta Marketing Dynamics * American Greetings Interactive * Facta Research Inc * e-Healthcare Solutions Inc * Genentech Inc * SSCG Media Group * Healthline Networks Inc * AstraZeneca * Cook & Schmid * IMRE LLC * Prescribing Reference Inc * Amgen Inc * Kantar Media * Quality Health MTS * Toolhouse Design Company * The Harry Walker Agency * Abbott Laboratories * DXY * Janssen Pharmaceuticals * Glaxosmithkline * Monitor Group * The Alicia Staley Foundation * WebMD * WEGO Health * Remedy Health Media * Fleishman-Hilliard * Vibrant Media * Vivacare * Creation Healthcare * ZelnickMedia * Medtronic Inc * Siegel + Gale * Bayer Inc * Eli Lilly and Company * Nationwide Children's Hospital * FDA * Crossix Solutions * Porter Novelli * HealthCentral * HealthDay * Sermo * HealthiNation * Argus Health Systems * Olson Research Group Inc * Ben Venue Laboratories Inc * Epsilon * Faculty of 1000 * Infocision Management Corporation * Evolution Medical Communications * Merck, Sharpe and Dohme * Zoe Digital Consulting * Boehringer Ingelheim * Euro RSCG Life NRP * IMC2 Health and Wellness * HealthEd Group * Everyday Health * ViroPharma * Physicians Interactive/Allscripts * The Health Central Network * Scherring Plough * Heartbeat Ideas * Makovsky & Co Inc * Cadient Group * Johnson & Johnson * Mobihealthnews *

Don't forget, as a reader of the ePharma Summit blog, you will receive a 10% discount off the current rate when you register using code XP1606BLOG.

Wednesday, January 26, 2011

mHealth Revolution – The Future of Digital Marketing Has Arrived

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And it’s faster, easier, and cheaper than you think.

The rules for relating to patients have stayed the same for decades. Educate doctors to pass along information to patients. Use television and print to reach masses of consumers. Build goodwill by sponsoring disease-related events. These traditional marketing channels have lost their audience.

Thanks to the phenomenal adoption of smart phones, digital marketers are now entering a new world of marketing. It may be a bit scary and it’s not the way it’s done before, but it’s time to consider the promise that mHealth holds.
  • Do you want feedback from patients on how well your medications are working?
  • Do you want to help patients become more engaged in managing their health?
  • Do you want to play a larger role in educating patients to become healthier?
  • Do you want to directly connect with patients, all day, every day?
  • Do you want to stop wasting dollars targeting patients that have no need for your drugs?
  • Do you want to help your patients take their medications at the right time, in the right dose?
  • Do you want to boost your image, increase brand awareness, and help patients get better?
If you answered yes to any of these questions - keep reading, but be prepared to change the way you think about digital marketing.

Mobile Health is the window of opportunity in digital marketing. Why? It’s the easiest way to reach consumers. According to Mary Meeker of Morgan Stanley, 42% of the American population had a smart phone in 2009 – despite the recession. In 2014, there will be 1 billion smart phone users worldwide and mobile data traffic will increase by almost 4,000 percent.

Meeker advises companies to take action, “Rapid ramp of mobile internet usage will be a boon to consumers and some companies will likely win big (potentially very big) while many will wonder what just happened.” Smart phones enable always on connections, 1:1 relationship, two-way communications, and push messaging and response. Don’t be left in the dust; take advantage of mobile health benefits such as:
  • Direct connection to patients every day, all day
  • Improved medication compliance
  • Feedback on treatment effectiveness
  • Building goodwill
  • Highly targeted advertising
  • Direct patient communications via tweets
  • Improved customer retention and acquisition
If these aren't enough reasons to consider the benefits of adding mobile health services for your patients, perhaps health care visionaries like, John Mattison, Chief Medical Office at Kaiser Permanente can persuade you, “The new wellness delivery channel for ubiquitous care will be the smart phone, and it will happen sooner than you think.”

The mHealth revolution is happening now, and it’s much easier, and less expensive to join than you think. You don’t have to fund, design and build proprietary applications from scratch. Out-of-the box mHealth solutions from technology companies like RememberItNow! have the platform, infrastructure, services and support already in place. And, it’s available to your users within 30 days. What are you waiting for?

Pamela Swingley
CEO & Founder of RememberItNow!

Monday, January 24, 2011

mHealth Perspective: Mobile Doesn’t Just Market

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By Brian Dolan, Editor,

Last year the market for marketing campaigns that leveraged short codes, text messaging, or featured ad spots in mobile applications totaled nearly $800 million in the US, according to BIA/Kelsey. That opportunity is growing everyday: As of last July, the mobile industry surpassed 5 billion users worldwide. Now more people have access to a mobile phone than have access to running water. No technology is more accessible.

No technology is better suited for delivering health information.

Without a doubt the mobile channel represents a massive opportunity for pharma companies.

Physicians in the US have adopted smartphones in record numbers: More than 72 percent of physicians in this country are smartphone users. Tablet devices are also catching on: More than 20 percent of US physicians already have iPads.

More than 30 percent of mobile users in the US have smartphones -- more than 82 million are mobile Web users.

Advertising on mobile optimized websites, via SMS shortcodes or within mobile apps is already a very real channel for marketers.

Pharma’s mobile opportunity, however, is not limited to marketing. Mobiles and wireless technology are also helping pharma companies make strides in driving medication adherence among patient populations and providing better data collection in clinical trial studies.

Four pharma companies have already committed to distribute their medications through Vitality’s medication adherence device: GlowCaps. Vitality designed GlowCaps to fit the standard pill container as a lid. The pill box tops use short-range wireless technology to monitor when a pillbox is open and when it isn’t. If a dose is missed the device sounds an alarm, flashes lights, texts or calls the user or alerts a caregiver. It uses a close-range wireless signal to connect to a gateway hub, which looks like and functions as a nightlight but includes the guts of a mobile phone that runs on AT&T’s network.

The lids also have a button inside that enables the user to reorder their medication when it runs out – the button causes their own mobile phone to dial the pharmacy.

While GlowCaps have demonstrated improved adherence rates among patients in pilot studies, for some tracking when a patient opens a pill bottle does not go far enough.

Novartis might agree.

The Swiss pharmaceutical company has made a significant investment in intelligent medicine company Proteus Biomedical and has some exclusive licenses on the company’s smart pill technology.

Proteus’ smart pill technology is powered by an electric charge generated by the patient’s stomach acid. The charge is detected through the patient’s body by a sensing patch on the patient’s skin. The patch records the time and date that the pill is digested and also measures some vitals like heart rate, activity and respiratory patterns. The information is then sent to the patient’s mobile phone and onto the internet for caregivers to review and analyze.

A year ago Novartis announced that it would invest $24 million in Proteus Biomedical as part of an exclusive worldwide agreement to license Proteus’ microchipped pills for organ transplant medication.

Other connected devices that automatically and passively collect data are already on the market or in the FDA’s regulatory pipeline. Cellular wireless-enabled blood glucose meters, ECG peripherals for smartphones, Bluetooth-enabled blood pressure monitors, WiFi-enabled weight scales, wireless sensors that detect fluid accumulation in organs, sensors that purport to accurately estimate caloric intake and more.

Pharma companies are likely to be some of the earliest adopters of this new class of personal, connected health devices. At first these devices and services will become staples of clinical trial studies, will soon find their way onto physician’s prescription notepads and then into the larger home health and consumer markets.

Editor's note: Dolan will be participating on a panel focused on innovation in mobile at IIR's 10th Annual ePharma Summit on February 9th. For more information or to register for the event, please visit


Prior to co-founding MobiHealthNews in 2008, Brian Dolan was a senior analyst at Boston-based research firm Yankee Group, where he led program development for the company’s Mobile Internet World event. Dolan has chaired mobile health industry conferences in the US, Middle East and Europe and frequently serves as an industry expert for the consumer press. MobiHealthNews offers daily coverage of the mobile health industry, a free weekly newsletter, and paid research reports as well as custom research projects for a number of Fortune 500 companies in the medtech and telecom industries. He may be contacted at or on Twitter @MobileHealth

Thursday, January 13, 2011

Search Engine Marketing Firm iProspect Launches New Specialty Practice: iProspect Health Sciences

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iProspect recently announced the launch of iProspect Health Sciences, a specialty practice serving the health and life sciences industry. iProspect's investment in the new group is in direct response to the growing demand for online marketing services for this sector.

Considered a thought leader in the search and performance marketing arena, iProspect brings its innovation and expertise to the demanding field of health and life sciences with iProspect Health Sciences. Through organic search, paid search, and online display advertising, the new group provides marketers in this industry with online strategies that create brand awareness and enable them to reach their target audiences efficiently. The agency's new practice serves an impressive roster of health sciences clients including United Chemical of Belgium, Alcon, Shire Pharmaceuticals, athenahealth, and Bristol-Myers Squibb.

With U.S. offices in Boston, New York, San Francisco, Chicago and Dallas-Ft. Worth, as well as global search engine marketing offices, iProspect can be contacted at 1-800-522-1152 or by visiting

Full details:

iProspect is a sponsor of the 2011 ePharma Summit. Join iProspect and the digital Pharma marketing industry at the ePharma Summit taking place February 7-9, 2011 in New York City. Download the brochure to find out more about the event. Register using the code XP1606BLOG and save an extra 10%.

Tuesday, January 11, 2011

ePharma Summit Newsletter: Is Pharma better off without social media regulation?

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The latest edition of the ePharma Summit Newsletter is now available!

Featured Sections include:
- What's in store for our 10th Anniversary?
- Pharma Insights & Prescriptions
- Innovative Mobile Solutions from Evea at ePharma Summit
- The New and Improved ePharma Blog!

Read the Newsletter here:

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 this February 7-9, 2011, in New York City. As a reader of the ePharma Summit Blog, you will receive a 10% discount off the current rate when you register using code XP1606Blog. If you have any questions about this year’s event, feel free to email Jennifer Pereira at

Thursday, January 6, 2011

“ePharma Insights & Rx” Podcast Series Part Two: Navigating the Digital Frontier Without a Map

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2011 has arrived, but when it comes to regulatory guidance for ePharma marketing, don’t look to FDA/DDMAC to put the “new” in “Happy New Year” anytime soon.

Just before the holiday break – while many of us were distracted tying up loose ends, packing bags and halfway out the door – regulators quietly offered pharma marketers of all religious persuasions a holiday gift…sort of.

In lieu of a lump of coal, we received yet another vague promise that our friends at FDA might deliver in Q1 a belated draft guidance addressing at least one or two points on their laundry list of Internet and social media quandaries with regard to the promotion of regulated medical products.

Fleishman-Hillard health care public affairs pro Mark Senak – who also happens to be a lawyer with a keen interest in pharma regulatory issues – reviewed DDMAC’s latest statement in a 12/21 post for his EyeOnFDA blog.

Senak’s appraisal of the situation is a bit sunnier than that of yours truly; he’s cautiously optimistic that regulators would not miss a second self-imposed deadline. And he’s probably right, although he questioned whether anything substantive would come of it.

This leaves pharma marketers with an unenviable but all-too-familiar deer-in-the-headlights dilemma: wait for the truck to run you down or dash fast and hope you avoid traffic in the next lane.

In Part Two of a four-part interview for IIR’s new podcast series – “ePharma Insights & Prescriptions” – Senak suggests that when it comes to social media for pharma marketers the choice is obvious: Move!

The key, however, is to proceed with caution. Accordingly, 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.

To listen to the podcast or download a transcript, click here.

And please be sure to tune in to Part Three of our interview with Senak, where we’ll delve into some Twitter talk!

We’ll also discuss the evolution of search and the rise of the “semantic Web,” and Mark will share thoughts about taking calculated risks in an environment where regulators can’t keep pace with emerging marketing media.

Author’s note: Mark 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