Friday, February 25, 2011

Web Seminar: Engagement Optimization in Healthcare

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Web Seminar: Engagement Optimization in Healthcare
Thursday, March 10, 2011 2:00 PM - 3:00 PM EST

Reserve your Webinar seat now at:
https://www1.gotomeeting.com/register/165203985

About the web seminar:
How do you measure the impact of customer engagement with your content and communications? How can you use a customer’s pattern of engagement to strengthen the relationship and drive prescriptions and adherence?

The tight integration of content, data, cutting-edge analytics and technology can deliver optimal customer interactions and drive your marketing objectives. Learn about an innovative approach that is providing marketers with an actionable gauge of relationship strength and the ability to drive and optimize ROI.

What you will learn:
• Define a “positive engagement” with your content both online and offline
• Connect an “engagement” with the desired outcome, be it your healthcare professional customer writing a prescription or a patient refilling one
• Create relationship management programs that are driven by a pattern of engagement
• View a case study

Speakers:
Brian Kaiser, VP of Strategy
Trae Clevenger, Senior VP, Innovation

Register here to join us on March 10!

Thursday, February 17, 2011

ePharma Summit Digest: Day Two Recap

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Apps, Regs, Google and mHealth…Confused or just plain frustrated?

Editor’s note: Highly digestible tidbits provided by an expert in the audience who – due to the sensitivity of his current role at a major manufacturer – asked to remain anonymous. The editor has added comments and made a few revisions, liberally.

Please note that a more comprehensive exec summary will be available to ePharma registrants soon. Stay tuned!

Highlights, Day Two Program (Wednesday, February 9th)

DAVID POGUE, NYTimes

– “App Phone” – say it with me – is way more than just a smart phone. It is a whole new category separate from cell phones and PCs

– Augmented Reality apps enable someone to point their phone camera at a real place and have the phone screen add tags, data or other intelligence to the image

– Now everything is on demand, even and including healthcare

Editor’s note: Who knew the guy did cabaret? “Capital Steps,” look out! Check out his speech on YouTube: http://www.youtube.com/watch?v=EwYpe2UNxsE

* Editor’s choice: Music for the Mind & Exceptionally Applied Intellect


LUCY ROSE & Pharma Manufacturers, Reg & Legal Issues

– Original Rx product promotional regulations were written in the 1960s – and according to FDA/DDMAC, not much has changed since

– DDMAC has stated that there will be no platform-specific guidance for Twitter, Facebook, etc. (it’s the message, not the medium – sigh)

– Uptick in DDMAC’s focus on risk and safety information, tread lightly

– Companies may handle equal prominence using many of the interactive features of the Web/digital platforms

Editor’s note: Lawyers and tigers and bears, oh my! This session was worth the price of admission for the entire conference. You’ll not find a more candid blueprint for dealing with your legal folks and regulators.

* Editor’s choice: Collaboration Gold Medal: Drive the Car, Watch the Road, Deers have issues with headlights


BOB BROOKS & Social Media Panel

– Build relationships with stakeholders before a crisis

Editor’s note: The key here is putting the “social” in social media. Marketing relationships make for weak ties and liabilities. There is another way…


JOHN WORDHAM, Monitor

– We need a common language for innovation

– Innovation can and should happen at each point in the value chain: Finance, Process, Offering & Delivery

Editor’s note: Good luck! Pardon me if I hedge my bets.


GOOGLE, Mary Ann Belliveau & Amy Cowan

– Information gathered from Internet health searching makes patients more confident in managing their health

– YouTube is the #2 search engine after Google.com

– New paid search ad units have been developed for Rx products

Editor’s note: Bless you Mary Ann and Amy. You answered so many questions and, inadvertently, introduced new ones. You ePharma folk haven’t heard the last of this. Über-power and insight here. Stay tuned…


BRIAN DOLAN, MobiHealth News & Mobile Panel

– Pharma industry has driven a lot of early successes in mobile health

– HCP use of Blackberries decreasing, and iPhones & Androids has grown

– WAP-enabled sites are low-hanging fruit for pharma, and right now most Rx brands do not have one

– Remote sensors, apps & other devices generate lots of data about a person/patient. Unfortunately, doctors will be overwhelmed by this and need help in determining the best way to use it

Editor’s note: click here. Trust me.


Jay Goldman, KLICK Pharma, More Mobile

– Use m.product.com unique URLs, QR/short codes and mobile advertising to drive traffic to mobile sites

– Remember you can’t use/display Flash on Apple devices

– Need to optimize the experience for different types of phones and different Operating Systems (OS)

– 85% of 35-44 year-olds with smartphones have downloaded an app

Editor’s note: Déjà vu? Stay tuned. We’re not done here.


JONATHAN RICHMAN, Bridge Worldwide & Integrated Marketing Panel

– See Jonathan’s “10 Things” at his blog, “Dose of Digital

Editor’s note: Yes, but is 10 enough? I could add another five…


ABOUT THE EDITOR
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 mdresner@iirusa.com

Monday, February 14, 2011

Physicians Prescribe Digital Remedies To Ease Their Pain

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Recap: Track Two, ePharma Summit Day One Program

Last Tuesday (Feb. 8) while ducking in and out of the various ePharma Summit session tracks, a childhood memory resurfaced.

Indulge me. I may be going somewhere with this…

“It's for medicinal purposes,” said my great-grandaunt, Sara, when I discovered the octogenarian sneaking a finger of schnapps into her iced tea at a family reunion as a child long, long ago. She winked at me.

It wasn't until many years – and many family reunions – later that I began to appreciate her wry sense of humor, if posthumously.

As one of several matriarchs – six sisters – in a family dominated by hearty, highly intelligent, mostly self-educated and occasionally imperious women, she was under considerable pressure to maintain an air of authority and easy confidence, especially during the most trying of times. (And I don't mean family reunions, trying though they may have been.)

Her brothers were both killed in WWI; she was a child bride; a mother of three; a widow when her eldest was ten; the daughter of immigrant parents who worked themselves to death; the Great Depression barely dented her…

She was, also, coincidentally, a registered nurse.

And like her contemporaries, she was irrepressible, compassionate and proud.

I cannot imagine what she saw in her day. But I relate this story because I suspect to some degree not much has changed since Sara wore her whites.

And I wonder what we in ePharma can do to ease the ache today.

To wit: I offer for your consideration a summary of notes taken from track two of day one of IIR's ePharma Summit 2011 program. This track focused mainly on physicians' perspectives

It’s a perspective that despite all the rhetoric is often overlooked, because at the end of the day, a pharma marketer’s role is not unlike any other marketer’s role: sell more product, to more consumers, more often, for more money. I’m not being crass or disparaging, just honest.

A member of the audience who preferred to remain anonymous generously provided the session notes.

In reviewing the notes, I was struck by how thinly stretched our front lines remain; how frustrated but resolute the practitioners are; how like my great-grandaunt Sara they persevere…

Most of all, I was struck by how the interests of pharmaceutical and medical device manufacturers and marketers intersect with the needs of modern medical services providers, as if it were otherwise anathema. As if it had not always been so.

Still, here we are, poised to make a difference. In fact, we're making a difference, as usual.

But there's a new variable in the equation: what I'll call “non-medical” technology.

The role of communications technology has already insinuated itself in the very fabric of healthcare – from here on out – and it has improved outcomes.

No plug intended, but I would point to ePocrates as a perfect example. Here we have a mobile technology that can enable physicians and other healthcare practitioners to quickly assess risks associated with drug interactions, pricing, dosing, formulary, regulatory considerations…

We need to catch up. I submit that the role of pharma marketer – especially in an eEverything world – will entail providing added value both to the physicians and patients we serve. We need to take a page from non-traditional players like ePocrates.

We’ve gotten pretty good at this, but it may be time to take less conventional steps than we’ve taken thus far. (What, specifically, this entails is a topic for another day, but hopefully I’ve got your gears turning.)

I would add that for those of you who did not catch her presentation, I conducted a podcast interview with Jen Dyer MD, MPH, an endocrinologist at Children’s Memorial Hospital.

Dr. Dyer – who, btw, goes by the Twitter handle @EndoGoddessexemplifies a new generation of physician who embraces social media as a medical professional, not just as a person.

I like to call her a "Facebook physician," although that hardly scratches the surface. Click here to hear more from Jen Dyer – she's worth it.

That said, without further ado, I give you the ePharma Summit physicians’ track recap…

• Dr Diamond kicked off the track highlighting some of the realities of today's practicing physicians: They're seeing more patients; making less money; dealing with endless paperwork from insurance companies; the "F" word (formulary); the list goes on…

(EHR? “It's like Ben Gay in your underwear. At first you think it's a good idea…then…”)

By bringing to life some of the mundane realities of the physicians’ practice today, Diamond encouraged pharma to consider WIIFD: What’s In It For Doctors?

Provide tools and services that make the physician's practice more efficient, and which fit into their workflow.

Sounds simple enough. And in fact, it is. We have the technology. And so it may be time to reexamine our role as pharma marketers. How can we improve their lives and livelihoods?

• Sanjay Pingle of Physicians Interactive chaired a panel of practicing physicians, starting with the ever-important question of how they research drug information in their day-to-day practice. All the physicians cited speed and efficiency as critical to their channel of choice.

For Dr. Safirstein, the computer was the fastest way to go, through sites such as drugs.com or RxList, while Dr. Bhan and Dr. Saunders preferred Epocrates.

When asked about the types of services pharma could provide, the group agreed with Dr. Diamond's call for pharma to help with mining the data their EHRs are now collecting to help them learn about their practice.

Dr. Bhan echoed Dr. Diamond's sentiments in encouraging pharma to focus on services that help physicians save time and money – “the information is out there already” – but tools and services are still in demand.

• The track wrapped with a conversation about the role of NPs and PAs, and the opportunities for pharma marketers.

Dave Mittman of Clinician1, a community for NPs and PAs, highlighted the prescribing power of NPs and PAs (they can prescribe in all 50 states, w/over 500 million Rx written), and that this group has long been neglected by pharma.

Pete Dannenfelser of Targetbase echoed the need to recognize the prescribing and patient relationship power held by this group, and urged pharma to consider patient education initiatives, as well as testing pilot programs in social media and patient engagement.

Editors note: An executive summary of the 2011 ePharma Summit – has it been ten years already? – will be available to this year’s registrants soon. Please stay tuned. We’ll keep you posted.

More importantly, get involved. Get more involved. You must have comments, criticisms, ideas related to what you’ve just read. Express them! There is an audience here, and they want to hear from you.

We welcome and encourage your comments: Tell me I’m nuts; I’m naïve; I’m ignorant – it would also be nice if someone told me I’m right, given my low self-esteem. I just want to hear from you. Thanks!

ABOUT THE EDITOR/BLOGGER
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
mdresner@iirusa.com

Wednesday, February 9, 2011

ePharma 2011: This is the year of mobile

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Search: Tried, Trusted and True—Now Tell Me What's New!
• Maryann Belliveau, Google • Ann Cowan, Google

Google continues to focus on search quality centered around the user. Consumers are searching for health information more than ever before, and differently. Google Instant was developed about that, focusing on getting to the information faster. People feel empowered and impacting their confidence after looking online for health information.

Mobile usage expanding:
  • -The average adult carries 2.5 phones
  • -Mobile queries are up to 15% from 7% a year ago
  • -Companies should be thinking about how their websites look on a phone
Innovations in Mobile—Tools , Applications and Platforms
• Brian Dolan, Mobihealthnews • Xavier Petit, Shire US • Dorothy Gemmell, WebMD

WebMD is seeing a drop in Blackberry usage and increase in Droid and Apple usage. The mobile use by physicians is expanding rapidly. WebMD has noticed both from Mobile and App perspectives. As for consumers, WebMD is seeing 3.6 million downloads of the WebMD App. A year after the App was released, statistics for WebMD Mobile and Web. Males are still using the product a little more. They are seeing people go from the App to the Website on the phone.


2011- The Year of Mobile - Practical Steps to Help You Get Started
Jay Goldman, Klick Pharma

Market Penetration will be more in the SmartPhones than regular phones, which will be the first time in history. The number of desktop searches over the years goes from 250 billion searches, the number of searches on mobile this year will be equivalent to the number of desktop searches five years ago. 29% of 18-29 year olds do health searches via mobile. By 2015, 500 million people will be using SmartPhone Apps.

What is Pharma & Mobile Healthcare good for? Marketing, patient support, hcp tools, and anything else.

Mobile webpage and challenges:
  • Think of mobile browsers: consider Firefox, IE, Safari and Opera.
  • Different uses of these browsers – laptop, desktops, mobile devices.
  • Flash content not supported on many SmartPhones
How do you drive traffic to your mobile site?
  • Distinct URLs
  • QRCodes
  • Mobile Advertising
85% of smartphone users from 35-44 have download an app. The people Pharma are targeting are online. Now is the time to figure out where mobile is going and how to jump in and take advantage of it. Remember to link your webpage to the App Store.

Three Recommendations for Mobile Nirvana:
  1. Test EVERYTHING (even on mobile)
  2. Optimize in parallel (or after)
  3. Start with a pilot app, test, optimize it, then spread it across platforms

Seamless Integration of e-Initiatives into Your Multi Channel Media Plan
• Barbara Dowling, Pfizer, Inc. • Jonathan Richman, Digital Dose • Lou Sanquini – VP Marketing Innovation

Ten Things Pharma Companies Should be Doing according to Jon Richman, Dose of Digital:
10. User Experience
9. Innovation
8. Content Syndication
7. Online Quetsions – Have them answered
6. Backend of your webpage
5. Customer service
4. CRM
3. Meaningful Analytics
2. Mobile
1. Search

Peter Dannenfelser Joins Targetbase as Vice President of Strategy, Bringing 15 Years of Pharmaceutical Marketing Experience

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DALLAS, Feb. 8, 2011 – Targetbase, a leading U.S.-based direct marketing agency known for its expertise in understanding consumer data, translating that data into intelligence, and using it to produce effective creative with measurable results, today announced that Peter Dannenfelser has joined the agency as Vice President of Strategy - Healthcare. Dannenfelser, a pharmaceutical marketing executive with extensive experience at healthcare companies such as Johnson & Johnson and Novartis, will play a key role in further developing Targetbase’s already robust healthcare offering.

“Pete has the depth of knowledge and experience in the healthcare industry to make an immediate impact,” said Mark Wright, president and CEO of Targetbase. “Our practice will benefit from his insights into how relationship-based marketing drives value and brand performance within this sector.”

Dannenfelser, former Senior Director of Marketing Communications at Forest Labs, Inc., joins Targetbase to deepen its healthcare leadership team. Dannenfelser will lead the healthcare practice, cultivating partnerships and spearheading the integration of emerging channels. Prior to his tenure at Forest Labs, Inc., Dannenfelser was Vice President of Strategic Innovation at Cadient Group after spending five years at Novartis Pharmaceuticals leading Oncology eMarketing, and later, New Marketing Channel Development. Dannenfelser began his healthcare career at Johnson & Johnson, where he helped usher their major pharmaceutical brands into the digital era, created the first e-commerce program for a pharmaceutical company, and was instrumental in the development of Johnson & Johnson’s initial rules and regulations around privacy and data collection.

“Today’s healthcare marketers need strategies that identify and solve a customer need that transcends or complements the physical product or service they are selling,” Dannenfelser explained. “Having spent most of my career on our clients’ side of the table, I understand there are inherent challenges to this type of marketing and the barriers to making that leap.”

Targetbase is a full service marketing agency that offers healthcare clients the unique opportunity to realize the maximum value of their customers – both professional and consumer. Working with clients at leading pharmaceutical companies, Targetbase creates solutions that identify not only where the most appropriate spend of the marketing dollars is, but which channels are best used to engage. Targetbase has proven expertise in database management and analysis, business intelligence, and complete campaign design and deployment. World class creative and message development combined with industry leading data analytics puts Targetbase in the position to react quickly and intelligently to changing market dynamics and customer needs.

“As a healthcare marketer, I listened to many agencies talk about the need to leverage customer intelligence to build customer relationships. The fact remains that to most agencies, working with complex data is a brand new competency. Targetbase has been doing it for three decades – the industry is moving to where we’ve been all along. Which makes Targetbase an exciting place to be.”

Targetbase was cited as a leader by Forrester Research, Inc. in its January 12, 2011, Forrester Wave report, “The Forrester Wave™: US Database Marketing Service Providers, Q1 2011.”
Among the vendors evaluated, Targetbase received the highest overall ratings in three categories related to its current service offering: analytics, execution and fulfillment, and services and support. In addition, Targetbase received the second highest rating for its customer feedback, and was among the top rated firms in terms of management team.

About Targetbase
Targetbase is a data-driven marketing agency that delivers customer engagement. We have the best creative minds in the business with database, direct and digital expertise, working together to connect brands with consumers.

Targetbase uses this insight to create powerful brand communications that combine the right messages and tactics through the best channels with optimal timing. The result? Great creative that drives customer engagement and delivers motivated individuals ready to take action. For more information, visit www.targetbase.com.

ePharma 2011: Social Media: "Wish I'd Done That!"

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• Bob Brooks, Wego Heal• Craig DeLarge, Novo Nordisk • Breichen Madej, Bristol-Myers Squibb • Tim Armand, Health Union • Kate Miller, Evolution Road • Bill Meisle, GlaxoSmithKline

What are great examples of social media work within the Pharma space?
• Novartis: We Keep Moving
• Abbott: Labs are Vital.
• CDC: Social Media Initiatives
• Merck: Take a Step Against Cervical Cancer
• Diabetes Hands Foundation: Big Blue Test
• Roche Diabetes Social Media Summit

What other ones would you add that weren't mentioned at our panel?

ePharma Summit 2011: Questions you should be asking yourself to improve innovation

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Ten Types of Innovation and the Evolution of the New Pharma Models
Kathleen Onieal & Jeff Wordham, Monitor Group
Trends in driving the need to re-thinking the customer model: decreasing physician access, declining rep impact, declining R&D productivity, rising focus on value and outcomes, and new technologies and channels among others.

What is the customer model:
  • Who is being engaged?
  • What is the value being provided to them?
  • How does this value reach them?
10 Types and patterns of innovation:
  1. business model
  2. networking
  3. enabling process
  4. core process
  5. product performance
  6. product system
  7. service
  8. channel
  9. brand
  10. customer experience
To start the innovation process, look at the actual experience the customer is going through and work with that. Look at the assets you have, and who should you partner with to deliver? In Pharma, the most innovation is happening. There are very low levels of innovation in law and toy industry. Product system innovation is very little too.

Two types of innovation integration:
  1. How do you create more integrated customer experience?
  2. How do you integrate across clusters of stakeholders?
For innovation, you must work across the innovation, encourage experimentation (how do you encourage this?) and adaption, build new skills sets and think outside your organization.

ePharma Summit 2011: Consumer health and guidance

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KEYNOTE: What's New, What's Coming and How it Will Change Everything
David Pogue, The New York Times, CBS News

Pogue’s presentation begins with a simple question: can the iPhone save your life? Yes, it in fact can. It’s a greater object than the middle line between a cell phone and a cell phone. The iPhone is a new category of electronics (does your laptop have a compass?)
What are the coolest medical apps Pogue has to show us?

For patients:
  • Jet Lag Rx – Develops eating, sleeping regiment to avoid jet lag
  • uHear – Instant hearing aid
  • SoundAMP
  • LoseIt! – keeps people constantly thinking about weight loss, it’s fun
For doctors:
  • Osirex – tap in to hospital database to see scans wherever you are.
  • Epocrates – database of drugs, includes interactions, pill identifier – different levels available
  • AirStrip OB – Monitor baby heartrate from anywhere in town
  • AllsCRIPTS Remote
  • Lifescan Bluetooth Wireless Glucose Monitor
Augmented reality – screenshots of people to identify ways to get to public transit, look at a building and see who is using Twitter, look at others and see what social networks they’re working on.

This all results in consumers taking care of their health. There is technology that isn’t even available on your computer.


KEYNOTE: Addressing Internal Regulatory and Legal Concerns and Challenges
• Lucy Rose, Lucy Rose & Associates • Tom Casola, Shire Pharmaceuticals Cynthia Phillips, Millennium • Bill Aprea, Merck • Bryant Lim, ViroPharma • Paul Savidge, Bristol-Myers Squibb

FDA has carved out special guidance for television. Why can’t they do this for the Internet medium?

The regulations and guidances document in 1999 goes to more of changing requirements, but reflecting on the medium and how they can reflect the requirements already set. Television has its 60 seconds time limit. With the Internet, it’s unlimited and uncontrolled. How do you set guidances for something so vast?

What do we know?
The use of patient experience/celebrity spokes people. Advantage: People can hear from other patients. If the patient experience is presented, it must be done in an accurate way. Between patient groups it’s fine, but on a Pharma site, they have to control them. In terms of safety – basic principle of brand name and disease – almost always trigger risk information.

ePharma Day One Digest

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Just a few additional notes of interest from the ePharma Summit Day One Main Program…

PAUL IVANS
– We must transform our business models for pharma marketing

DAVE RYAN, Pfizer

– We need lasting organizational change, not quick-fix, program-level tweaks
– Focus on what we do best in the HCP space, includingclinical presentations, sample & literature distribution, and access to information and education
– We need ‘purposeful learning’ instead of random experiments
– Relevance > Satisfaction > Loyalty > Business

THOMAS GOETZ, Wired Magazine

– Efficacy (“belief that I can change”) is the biggest factor in whether or not someone changes behavior
– Fear doesn’t sustain behavior change
– 3 Steps to behavior change: a) People need information with feeling; b) Information with feeling is out there; c) We can create our own information with feeling

TOM ABRAMS, DDMAC

– DDMAC is developing broad guidance on emerging social media instead of platform-specific (Twitter, Facebook, etc.)
– FDA prefers to prevent misleading messages instead of reacting to them
– Number of untitled and warning letters is increasing, with 52 in 2010
– DDMAC is being reorganized to better manage its massive workload

JOHN MANGANO, comScore
– Even with 97% social media penetration, consumers still trust their doctors for credible treatment advice
– Mobile is measured two ways: apps & the mobile browser

Stay tuned for more details! Day Two is underway. And don't forget that ePharma Summit registrants will receive a comprehensive executive summary recapping the entire event!

ePharma Day One Guest Recap

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Editor's note: Thanks to John Mack (a.k.a. "Pharmaguy"), editor & publisher of the Pharma Marketing Blog, for providing his take on day one of the main program.


Thoughts on ePharma Summit 2011 Day 1

Pharmaguy’s Perspective

Before attending today’s session, I had a list of “11.5 Things I'd Like to Learn at ePharma Summit.” First on my list was: Will Thomas Abrams, Head of FDA's DDMAC, actually have something new to say? Abrams may not have said anything “new” about the development of social media guidelines, but if you listened, he painted a picture of an FDA that is struggling to ensure that drug promotions comply with regulations.

It is obvious that the DDMAC’s 65 employees cannot begin to review the 76,000 promotional pieces it receives for review from pharma companies. Nor can they keep an eye on every DTC ad on TV, in print, and on the Internet.

Abrams mentioned two ways by which DDMAC is dealing with this overload:

(1) By taking a “risk-based” approach to enforcement, and

(2) “Voluntary compliance.”

By “risk,” I suppose Abrams means risk to consumers. So DDMAC implements a priority review and looks at first at promotions that minimize risk information and/or overstate efficacy. DDMAC’s BadAd campaign helps regulators prioritize their list of questionable promotions. If a physician cites a drug ad through the BadAd program, then it is likely – according to FDA’s way of thinking – that the ad deserves priority review.

“Voluntary compliance” sounds like an oxymoron to me and I’ll have to review my notes in more detail to fully understand what Abrams was getting at here. But it sounds like Abrams HOPES the drug industry will comply voluntarily and save the FDA some work. Abrams did say that drug promotion quality has improved. I’m not sure if that is due to DDMAC’s regulatory actions or to “voluntary compliance.”

I was also interested in the session focused on partnering with patient advocates and “consumer opinion leaders” (COLs). I met Alicia Staley (@stales), a three-time cancer survivor, the night before at the cocktail reception. She was on the panel with ePatient Dave DeBronkart (@epatientdave) who talked a bit about pharma paying patient advocates/COLs to manage patient interactions online. I’ve written about this in Pharma Marketing News and I wondered – via a tweet – if Dave was being paid to speak at the conference. He invited me to the Klick Pharma booth to chat. We decided to followup with a discussion of the issues on my Pharma Marketing Talk BlogTalkRadio show sometime in the near future. Meanwhile, he gave me an autographed copy of his book “Laugh, Sing and Eat Like a Pig.” We also posed together for a photo. I’m sure it’s on the Internet somewhere!

While the patient advocate panel was in session, I was having a Twitter discussion with Manny Hernandez, who is another well-respected patient advocate. He is putting me in touch with someone within a pharma company whose job is patient advocacy or something close. I look forward to inviting that person and Manny to participate in my upcoming Pharma Marketing Talk show.

Kevin Nalty, who claims to be a YouTube celebrity of sorts, teamed up with Michelle Bandler of Google to talk about “Online Video for Pharma Marketers.” I was disappointed that the session did not include any video! Although they sounded like they were making a pitch to a pharma client, Nalty and Bandler did provide lots of useful tips for how pharma marketers can get the most out of YouTube.

Paul Ivans of Evolution Road is the conference chair. His opening presentation was a very nice nostalgic trip back to the first ePharma conference. He reviewed how much technology has changed in that short period of time. His presentation included a video clip produced by Nalty at the last minute. This was Nalty’s own humorous take on the past ten years from the pharmaceutical perspective. He used some new fanged animated slide presentation software with a soundtrack laid on top. It was OK for a last minute job, but I got the impression that creating great video takes a lot of time and talent. Nalty certainly has the latter. Too bad he didn’t have the former.

Bob Harrell, Shire Pharmaceuticals, gave the best presentation of the day, in my humble opinion. It was focused on the future and he showed some interesting medical technologies that might be on the horizon. I just hope that more than 10% of the population will be able to afford such technology!

Thomas Goetz of Wired magazine made a keynote presentation entitled “The Future of Health Is In The Hands Of The Consumer.” I have doubts about that. But Goetz focused on demonstrating how patient information should be more easy to understand. He called it “Information With Feeling” or IWF for short. Wasn’t “IWF’ the old socialist International Workers’ Federation? Essentially, Goetz showed us how a magazine art director would design drug labels and medical test results. Lots of colors, etc. For example, when presenting blood glucose results, the numbers should be converted to a color-coded scale. The red zone was labeled “Could Indicate Diabetes,” which – to me – conveyed an element of fear, which Goetz otherwise suggested should be avoided. I was left feeling that if we implemented these sorts of things, we would really be dumbing down the information given to patients. The best future is when the patient can have a nice long and informative discussion about the numbers with his or her physician.

Anyway, that’s it for my perspective on the second day of the 10th ePharma Summit. I’ve got to get this sent to the conference organizers before the WiFi dies here at the NY Sheraton!

The ePharma Summit: Day 1 In Pictures

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The 10th Annual ePharma Summit Day 1 in pictures:

Tuesday, February 8, 2011

Kantar Media: 2011 ePharma Summit Exhibitor

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Kantar Media helps marketers, agencies and media companies understand how healthcare professionals and consumers interact with their entire information inventory. We deliver actionable research that helps our clients succeed in a changing marketplace.

Professional Health
Using the PERQ/HCI and MARS data and systems the industry has trusted for decades, our Professional Health solutions deliver research about effectively communicating with healthcare professionals.

• Print and online audience measurement
• Print and online competitive advertising intelligence
• Behavioral insight
• Custom research and analysis
• Web-based reporting, analysis, and media management software

ePharma Summit 2010: An afternoon of Innovation and Inspiration

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The Annual Thought Leader Panel: Trends and Opportunities in Pharma Digital Marketing
* Paul Ivans, Evolution Road
* Sanjay Pingle, Physicians Interactive

* Peter Justason, Purdue Pharma

* John Vieira, Daiichi Sankyo

* Bill Drummy, Heartbeat Ideas

* David Kramer, Digitas Health, Razorfish Health

* Jeff Kaminski, CRM Center of Excellence, Sanofi-Aventis


John Vieira : Digital is held up to a much higher standard than other forms of marketing. One of the first questions oftentimes is in respect to the ROI. This, as we know as digital marketers, is high to prove.

Sanjay Pingle – by 2013, 50% of all prescriptions will be written electronically. The Pharma Industry is excited about new ideas, then they analiate. The distribution and destination model is in a moment of change. As for Pharma companies, they see potential company and it’s hard to judge which path to take.

Jeff Kaminski – The key work is relevancy. When someone is relevant, the listener will listen. \ Know your destination, find out what works and what is not, and reach that road with the right mix of new, digital means. When you find out what works, don’t abuse it. Go with the approach that works for the doctors you are trying to reach.

Bill Drummy – Social media is very important, however, it will not move a brand in the Pharma industry due to lack of regulation and direction. Innovation for the sake of innovation is pointless, instead companies should focus on accountable innovation – innovation that does something for the patient.

Peter Justason- Social media is important – but not the biggest thing out there. Being a fast follower is great, but try to avoid the leading edge, it’s dangerous. Fast follower strategy allows others to make mistakes, and you step in and pick up when they fall off. If you plan to come into a community, you should have plans to be there for a long time, companies cannot just start them and then let them fall off.


Winning in the Relationship Era Doug Levy, IMC2
In the 1960s-2000s, we’re in the consumer era. Persuasion is the key to getting people to buy in this era. Levy believes that the old form of marketing is dead. But with it’s death, we have the birth of the relationship era. In this era, the marketer gets to know themselves, then they know how to create a successful relationship with the customer. The meaningful difference is fostering sustainable relationships.

Multiple stakeholders/shared value in companies include consumers, society, not just investors, employees, and partners.

Two variables in relationship era for companies: getting consumers to buy and building trust through transaction.

Three components of trust: deliverables and credibility, caring, congruency. The most profitable brands have sustainable relationships with their customers. A great example of this is Southwest Airlines. When there are sustainable relationships between companies and people, the success is often shown by how much profit the companies sese.

Five principles for breakthrough success in the new era:
  1. Clarify purpose
  2. Commit to sustainable relationships
  3. Connect with authenticity
  4. Treat customers as partners
  5. Engage

Levy states, “Don’t just do something, stand there.” Engange in a relationship that works for everyone.

A Patient's Perspective: From "Survivor" to Survivor
Ethan Zohn, "Survivor: Africa"

One in two men and one in two women will be diagnosed with cancer. While it is pressing lives, it is encouraging strength in the nation.

At one time, the word Survivor meant something completely different. Survivor is just a game, but since then, he has been able to show new insights into madness. Ethan wanted to use his money to make a difference in the life of others, so he co-founded Grassroots Soccer to combat AIDS. A moment that changed Ethan’s life was taking goats to children in a village who turned out to be HIV positive. He gave his one possession, a small hacky sack, to a child. The character, values and essence of human spirit is what Ethan was left with when he went to Africa. A lot of this was had to do what helped him win Survivor and beat cancer.

He was diagnosed Hodgkin's Lymphoma , which he discovered while training for the New York Marathon. He went through two types of chemotherapy, both of which were resistant to the chemo.

Science and medicine were on Zohn’s side. He had to have trust in something larger than himself. While on Plan C, he was in a clinical trial that was showing great results. The clinical trial involved radiation, chemotherapy and ended in a stemcell transplant.

He discovered that it’s not about how we leave this world, what matters is what is given you to you and then you share with others. Zohn has decided to spend the rest of his life this way. He is going to spend his life making sure people don’t go through the what he went through. This is why he battled cancer publically. He chose to share is story through People Magazine. Generosity from others has helped Ethan get through these tough times.

Online Patient Advocates Critical to Consumer Health

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Fascinating panel discussion of leading patient advocates – Ann Bartlett (http://www.healthcentral.com/profiles/c/9993) , Dave deBronkart (http://epatientdave.com/) and Alicia Staley (http://www.awesomecancersurvivor.com/) – moderated by Jeremy Shane (www.healthcentral.com) at the ePharma Summit. My only complaint is that it was limited to half an hour. I was particularly struck by the unanimity on the panel that they welcome open interaction with pharma and that pharma needs to be engaged with patients more directly and that they should be listening to online patient communities and reaching out to patient advocates as a source of feedback and information. As Ann Bartlett pointed out given her diabetes, she is married to pharma for the rest of her life. Alicia Staley pointed out that different conditions require different engagement from pharma, but emphasized that better communication between pharma and the individuals taking their products can only help improve the quality of treatment.

Obviously, more and more Americans go online for answers to health questions, online patient communities are a critical source of relevant information and support. However, I was also impressed at e-Patient Dave’s statement that online patient communities are the best source for the most cutting edge and current information on a given condition, due to the “lethal lag time” of 3-5 years that it takes for new information and studies to circulate in the medical community, let alone change the standard of care. He also stressed the value of connecting online with others who had been through what he was facing – “It’s like finding a family member with your condition.” Ann Bartlett also pointed to the key role online patient communities play in diabetes to provide support to a rapidly growing patient population that is confronting a shortage of endocrinologists.

It was encouraging to listen to these respected leaders of their communities articulate so clearly the power of patients helping patients online and the need for more direct engagement between pharma and online patient communities.

ePharma 2011: A Look Inside Professional Marketing

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Physician Use of Mobile at the Point of Care
Dan Diamond, MD, FAAFP, University of Washington School of Medicine

Physicians make a decision behind a door. How do marketers get behind the door? Can you get behind that “door” through mobile?

Formulary is a F word! Cost, Tier 1, etc., absolutely exhausting for doctors, but what about the patients?

Do doctors have a life? They spend an insane amount of time dealing with insurance companies. Doctors do not want to deal with them, they wish they would vanish. Half of doctors are cutting back on patients seen or shutting shop, according to a survey done in 2008.

THE POWERGRID Concept:
Some folks thrived through the Katrina Crisis in New Orleans. How do you do everything you in spite of losing everything. People who don’t lose their sense of control are the ones who thrive. They realize they still have the power to choose how they are going to respond irregardless of the circumstances set in front of them. The power to make the difference is always there.
Victims are powerless takers. Empowered people can be exploitators, they are also takers.
Bystanders contribute but do not aid. Thrivers contribute, they put you first. They are givers!

WIIFD: What’s in it for Doctors? They are burned out, depressed…
Meet the patient’s needs and also the provider’s.
Do a better job with patient’s resources - they need to be physician friendly. Don’t give billboards, huge brochures, etc. Pharma needs to be engaged in conversations online!
Voices are not being heard because they are not being included in discussions. Correct information is not getting out.
Drdandiamond@powerdyme.com, @drdandiamond

The Doctors Live—What Do They Really Think?
• Jason Bhan, MD, Medivo, Inc
• Sanjay Pingle, Physicians Interactive
• Dr. Robert Saunders, MD
• Dr. Jordan Safirstein, MD

Themes from doctors: impacting and changing lives of doctors
1. Healthcare reform – how can pharma help, how can facilitate providers to help
2. Movement away from smaller offices
3. How do doctors make a living? How do they sustain themselves?

Doctors look to online sources for quick, free information but need reliable sources.
Time and speed is hugely important for doctors but so is credibility. How can pharma help: Jason “we have to see more patients to survive. Bombarding me with more info not needed, tools to save time and help me. Help me manage my population of patients, provide me with tools, help my bottom line, help me educate”

Plugging into RNs, NPs, and PAs: Exploring HCP Digital Marketing Opportunities Beyond the Physician
Monique Levy, Manhattan Research
David Mittman, Clinician 1
Pete Dannenfelser, Targetbase

The term doctors will change in the coming years, “physicians” will become common term. One out of three prescriptions are not written by physicians but another healthcare professional. In 1991 there were 31,000, today in 2011, there are 20,000. jump in PA and NP – golden age for HPs.

PA, NP are plugged in, using the web for information and looking for Pharma to provide resources. Market has not been saturated. The term “doctor” shouldn’t be used in any information provided to healthcare professional. Treat NP/PA equal to physicians.
The opportunities for marketers are:
  • Relationship opportunity, make friends with folks who are already willing to talk to you. NP/PA are willing to listen. Engage the entire office. Digital marketing already making the effort just spread reach and distribution to include everyone.
  • People don’t want clinical info, networking/resources for education are more important – access to info.
  • Opportunities for funding: pilots for prescribing RNs/Pas.

ePharma 2011: Updates and Insights from the FDA

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Updates and Insights from the FDA
Thomas Abrams, DDMAC, FDA

FDA is trying to protect public health. They have three objectives:
  • present drug promotions in not false and misleading,
  • ensure a balanced picture of drugs
  • aid in the communication of more useful information and the American public.
Three programs to meet objectives: comprehensive surveillance, voluntary compliance and a research program.

Risk information is critical prescriptions drugs have huge benefits, but also have just as many risk. FDA has heard the call for guidance in social media. Since they are committed to giving good guidance providing social media guidelines is taking longer than they originally planned. Since his is an complex issue, Abrams says they are committed to getting it right.

Current FDA resources are going to voluntary compliance. The goal is to have more companies is to self-regulate themselves. They want to prevent the misleading messages. Companies should be just as proud of the drugs they provide as well as of it in the market place. High quality promotion should be promotional, and healthcare professionals the information they provide about them (commercials). FDA reviews all submissions, and it has been an great source to keep them informed. There are 65 people in DDMAC, they receive 65,000+ submissions a year. FDA is increasing their wearning letters, as the FDA Enforcement Initiative was announced in August 2009. They’re now taking a risk-based approach to enforcement.

ePharma 2011: Pfizer and Goetz look at the future of Pharma and connecting with the Patients

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Achieve Personalized Professional Marketing at Scale
David Ryan, Pfizer, Inc.

Pharma marketers need to look to what they can learn from successful digital marketing. We must look from relevance to satisfaction to loyalty to how to make our business better. The importance thing is whether or not we have impact at the end of the day. Scale and efficiency result in better ROI.

What does David see next? We’re looking to have better integration opportunities; we’ll increase the relevance to our customers. David looks to learn more about channel preferences and predicitive mix models. Achieving channel preferences points – what can the future hold for it? Do we know what our consumers want and need right now? No – a great challenge for our industry.


The Future of Health is in the Hands of the Consumer
Thomas Goetz, Wired Magazine

Three step process to better engaging patients:

1) Provide information to people that has feeling. We can do this with specific information on where they stand particular to them. Personalized data provides an emotional connection. It’s been expensive and hard to come by.
2) Turn the data into useful information pertinent and relevant to the user. Take a static report and turn it into meaningful personalized data that is in context and includes explanations and comparative standards. Plug in items like gender, age, add feedback and then put it all in context, delivering an impactful new perspective for the patient.
3) Create your own IWF (Information with Feeling). Humanize data.

Gadgets like Fitbit, Glowcaps, and Withings Body Scale integrate technology into what were previously ordinary items and induce positive behavior in addition to creating engagement for the user. Apps on smartphones are also another great example of the power of technology to change user behavior and induce positive change. They come packed with sensors and tools that make data powerful and are “cocktails of opportunities” for the industry. What’s interesting is that simple incentives like making a virtual plant blossom induce more positive behavior than even monetary ones. Engagement can differ from adherence, and the element of a fun game is an added bonus. Lastly, such tools allow people to realize that there are always more opportunities to change, failing once doesn’t mean an end to the goal.

Visit DoubleVerify at the ePharma Summit!

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Looking to bring accountability to every impression within your online advertising campaigns? Then you should definitely swing by DoubleVerify’s space in the Discovery Lab (space D-4) to learn how!

DoubleVerify is the leader in online ad verification, working with the top Fortune 500 pharmaceutical brands to solve their most critical challenges:

· Brand safety at scale

· Delivery of international ad impressions

· Accountability for dollars spent on online media investments

· Compliance and staying ahead of industry regulations


With up to 25% of online ad campaign impressions delivered internationally*, pharmaceutical brand marketers can work with DoubleVerify to ensure that their online ads are fully compliant to industry regulations related to international advertising.

DoubleVerify looks forward to meeting you!

*Source: DoubleVerify’s 1H10 Trust Index Report

ListenLogic Launches Dedicated Health Brand and Involved Patient™ Social Intelligence Products

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New York, NY, February 8, 2011

In response to its continued growth in the pharmaceutical and healthcare industries, ListenLogic has launched ListenLogic Health, a dedicated health and wellness division. ListenLogic Health will exclusively serve the pharmaceutical, healthcare and wellness industries with a current client roster of more than 50 Rx and OTC brands.

"ListenLogic Health is born from the unparalleled technological expertise of ListenLogic and the understanding of the unique concerns of the pharmaceutical industry," said Mark Langsfeld, Founder & CEO. "With social media market research at its core, ListenLogic Health is the go-­‐to partner for pharmaceutical, healthcare and wellness companies looking to gain unparalleled insight into the mindset of patients and caregivers."

Heather Torak, who helped build Cadient Group, a digital healthcare agency, has joined ListenLogic and will lead the new division as chief operating officer. "Heather has unmatched experience in leading a highly specialized digital health agency. When paired with ListenLogic's social market research and healthcare expertise, we have an unbeatable team in place," said Langsfeld.

ListenLogic Health also announces the general availability of its Involved Patient™ Social Intelligence product suite. These market intelligence products translate the millions of online conversations taking place each day into high-value quantitative and qualitative reports to inform and empower today's brands.

The Involved Patient™ product suite helps companies understand the needs and preferences along the patient journey, from disease awareness through adherence and long-term follow-up, to deliver optimum product, sales and marketing strategies. The product suite includes custom social market research reports, therapeutic area benchmark reports, brand trackers, and online marketing compliance and support desk services.

“We have seen a dramatic shift in patient behavior due to social media,” states Torak. “Patients today are going to social media not only to discuss their conditions, medications and unmet needs, but are also challenging their doctor's treatment and even altering their treatment plans. This active involvement has transformed the ePatient into the Involved Patient. ListenLogic Health's Involved Patient products deliver vital insights into this important stakeholder.”

For more information on the Involved Patient™ and to download the white paper visit: http://www.listenlogichealth.com/whitepaper

Further information on ListenLogic Health can be found at: http://www.listenlogichealth.com.

About ListenLogic Health

As a leading provider of social market research and analytics, ListenLogic Health translates the millions of online conversations taking place each day into high-value, strategic insights and intelligence that inform and empower health and wellness brands. ListenLogic Health, the dedicated health and wellness division of ListenLogic, provides a deeper understanding of today's Involved Patient™ to answer real business questions with advanced geographic, demographic, and psychographic segmentation that aligns with and informs traditional market research. For further information, visit http://www.listenlogichealth.com or http://www.listenlogic.com.

ListenLogic.com | http://blog.listenlogic.com, or http://twitter.com/listenlogic.

Media Contact:

Chris Karnes

ListenLogic

267.544.9647

ckarnes (at) listenlogic (dot) com

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Read more: http://www.benzinga.com/press-releases/11/02/p842639/listenlogic-launches-dedicated-health-brand-and-involved-patient%E2%84%A2-socia#ixzz1DNCRMStr