Wednesday, March 28, 2012

Are you looking for a new way to learn and engage with visionary leaders and your peers?

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At ePharma Summit West, you’ll hear 10 digital marketing gurus address each of your challenges in a series of mind opening talks, which tee up 10 product stories selected specifically for their relevance to each of your challenges. After, you’ll join all the participants in a collaborative session facilitated by each digital marketing guru and the brand marketers who presented the case study. Finally, to ensure that you have the sounding board of other experienced digital life science marketers, we are limiting participation of agencies and other industry service providers. So space is limited!

Our 10 Digital Marketing Gurus include:
  • Peter Dannenfelser, Director, Pharmaceutical Digital Marketing—North America, Janssen Pharmaceuticals
  • AJ Brustein, Global Senior Brand Manager, The Coca-Cola Company
  • Roni Zeiger, CEO, Impatient Science, Former Chief Health Strategist, Google
  • Scott Oppliger, Founder & CEO, SocialVolt
  • Justin Graham, MD, MS, Chief Medical Information Officer, NorthBay Healthcare
  • Adam Schlifke, MD, MBA, Anesthesiologist, Kaiser Permanente; Entrepreneur, Panaceon & IdeaMed, Mentor, Blueprint Health
  • Christy Cooper, Global Marketing Solutions, Facebook
  • Mark Bard, Co-Founder, Digital Health Coalition
  • Kurt Mueller, Chief Digital & Science Officer, Roska Healthcare
  • Phil McKinney, Innovation Guru, Author, Beyond The Obvious—Killer, Questions That Spark Game-Changing Innovation
To find out more about these marketing gurus and their presentations at this year's event, download the brochure here.

As a reader of the ePharma Summit Blog, when you use code XP1756BLOG, you’ll receive an additional 10% of that rate! If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Thursday, March 22, 2012

Another Pharma Facebook Page Closes

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Janssen UK unit of Johnson & Johnson has recenty issued a statement that they will be closing down their Facebook Page "Psoriasis 360". Their reasons for closing the page are due to comments that involve specific mentions of other drugs as well as offensive language. This was one of the first Pharma pages in the industry to allow comments.

According to Pharmalot, a Janssen spokesman commented:
“We are sorry to announce that we will be closing this Facebook page shortly. It is not a decision we have taken lightly, and we want to be upfront and honest about why we feel it’s necessary. As a UK pharmaceutical company, we – quite rightly – comply with strict rules, particularly in relation to communications with members of the public,   
These rules mean that whenever a post on this page mentions a specific drug by name, or talks about the efficacy of a particular treatment is (or its side effects), we have to ask for it to be changed, or pull it. Since the page was launched nearly 18 months ago, we have found ourselves removing a larger and larger proportion of posts, stifling worthwhile discussions. 
This page was created - in a spirit of innovation - as a space for people affected by psoriasis to share experiences and information, and to discuss psoriasis and related topics. Janssen is proud to have provided this forum at a time when they weren’t as widespread as they are today. But instead of our original intention of facilitating meaningful conversations, our experience shows we are actually hampering conversations that could take place freely on a page run by a patient organization.”

This July at ePharma Summit West, Christy Cooper, Global Marketing Solutions at Facebook will be on hand to present How Do YOU Make Social Media Work for Pharma? to take many of the issues Pharma has with using Facebook head on. If you'd like to join Christy, register for ePharma Summit West and mention code XP1756BLOG to save 15% off the standard rate!

Do you agree with Janssen's decision to close down their Facebook page? Is it a step back for Pharma who is trying to connect with their customers in a social media world? Or was it the right thing to do?

Tuesday, March 20, 2012

ePharma Summit West Brochure Now Available for Download

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ePharma Summit West is a NEW INTERACTIVE EVENT EXPERIENCE where visionaries, case studies, and collaborative sessions give you the tools to scale non-personalized promotion, provide customers with tools that foster meaningful engagement, build ground breaking campaigns that drive results without driving your MLR team crazy and deliver outcomes that everyone can stand behind.

What can you look forward to July 17-19, 2012 in San Francisco?
  • - Get Your Toughest Questions Answered in One Place
  • - Hear From Visionary Gurus and Leading Brand Marketers
  • - A New Event Experience Designed to Deliver Actionable Results
  • - New Collaborative Networking Environment

Click here to download the ePharma Summit West brochure and see all that this revolutionary event has to offer.

As a reader of the ePharma Summit Blog, when you use code XP1756BLOG, you’ll receive an additional 10% off the current rate! If you have any questions about this year’s event, feel free to email Jennifer Pereira.

Monday, March 19, 2012

What’s Your Ad-Buying Strategy?

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Today's guest post comes from at closerlook, inc. He blogs at and pretty much lives on Twitter (@digital_pharma) if you'd like to reach out.

There’s no preamble or cutesy anecdote to draw you in this time. Just a question:

What’s your online ad-buying strategy?

Maybe the question should be: do you even have an ad-buying strategy? Well, Besides picking a budget and spreading the money around. I’m not sure that counts as a strategy.

You've got SEM and display ads, you've got sites and targeting. You've got email, mobile and push ads. You've got conference targeting. You’ve got re-targeting. And any one of those idea has about a dozen (or a few dozen) channels, and each with a bunch of people willing to sell you on that channel.
Where do you spend the money?

Do you prioritize by saying that you need to hit this conference and that conference? What if only one of those conferences has an official web site? For that conference, you’ll need to spend money on some other site about the conference. Surprisingly, the official conference site is far cheaper to advertise on than the non-conference site.

And you've got to hit the search engines, right? That’s where people (HCPs or DTCs) go looking for solutions to their issues – solutions you solve. This is where you aren't interrupting their web surfing so much as speaking up when they are looking for you. So, you’ve gotta be there.

And what about social media marketing? Facebook has got a great ad system, if you know how to use its targeting system properly.

What about channels? Should you be advertising on EHR sites for your HCP market? But they are still pretty spread out with no one vendor taking up the lion’s share of the market, let alone the majority. So if you’re gonna play there, you’re going to have to spend on two or even three sites.

And what about re-marketing, where, after having visited your site, you continue to hit them with ads, even if they are on someone else’s site? The cost is a fraction of what the big medical portals charge, but has anyone shown that HCPs who see your ads while shopping for khakis are at all inclined to click? Or even become more brand-aware?

And then there’s the big medical portals. Big money for the right audience, and no one has ever gotten fired spending money there, right?

So with all these choices, how do you make spending decisions? Do you print out your media plan on tabloid paper and throw darts at it? Medscape in January, Google in March, EHR#1 in June? Cut the insertion orders into bits, glue them onto turtles and race them down the hall? First turtle gets the biggest buy, so stop when you hit your budget numbers!

And what about benchmarking? If you are spending all this money, what do you expect to get out of it? Are you measuring clicks or conversions? What about micro-conversions? Can you correlate ads with prescription changes? I bet you’d like to, wouldn't you?

Do you ask big broad questions like, ”If I had to spend it all on SEM or display ads, which would be better?” or, ”If I pilot a re-marketing campaign, how many conversions would be a success?”

Do you have all your click/conversion data in one folder and your budgeting/costing data in another? Why don't you combine them and see the cost of each conversion on each channel?

If you can't answer these last questions, can you really say you have a strategy? And given the amount of money you’re spending, shouldn't you have a strategy?

Fight back in the comments or just yell at me on Twitter.

Wednesday, March 14, 2012

What impact can health apps have on wellness?

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Source: Mashable
Health apps are the third fastest growing app category, and have a strong presence at over 1000 currently available.  So what can they do for public health?  Doctors believe quite a bit, 40% believing that apps that aid in weight watching, monitoring blood sugar and vital sign monitoring can cut down on doctors visits.

When speaking with Mashable, Chad Udell, managing director of Float Mobile Learning, stated "With the forthcoming changes to the U.S. healthcare system, there will be an increased focus on wellness programs and preventative medicine. Mobile health offers a tremendous opportunity for people to become more involved in their own health and wellness.”

The infographic to the left also points out several other interesting facts: 78% of US consumers are interested in mobile solutions, there are 320 million phones in the US, while there are only 1.7 million hospital beds.  See the graphic at Mashable.

While mHealth apps are very popular and growing daily, what do you think the real impact will be?  Will society take them on begin to use them to manage their health?

Monday, March 12, 2012

ePharma Summit Provides a Fun and Important Kickoff Event for Manhattan Research’s 2012 Agenda

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ePharma Summit Media Partner Manhattan Research recently posted their experience at the 11th Annual ePharma Summit!  We'd like to share it with you.  It is also posted at the Health and Pharma Insight Blog .

Posted by Lem Sanders, Director of Business Development.  Follow him for updates on Twitter or LinkedIn.

ePharma Summit is a timely kickoff for the 2012 Manhattan Research calendar. A preseason bowl game, if you will. Many of the events attendees and speakers are instrumental in shaping our research agenda and we’re grateful for their views and support. It’s nice to see many of our clients in a midtown Manhattan ballroom under 7th Avenue that features a small army of technology advocates cheering and contesting the complexities we face and the solutions we pitch. All of this takes place while a Peruvian flute band plays down the street across Times Square from a team of break dancers. The Giants have won the Super Bowl and it’s warm outside. The party has officially started and for two days the discussions help galvanize our key research objectives for several of Manhattan Research’s Global market research studies which are in the late stages of planning. Following the event we finalize programming for questionnaires for 4000 physicians across the Americas, Europe, and Asia. The data will be available in Q2 with a rush to get insights to our members. The feedback we receive from events like ePharma Summit is vital to our research and it keeps our firm most relevant in a difficult space. Great conferences provide the necessary chatter on real issues we consider closely with our subscribers and we work closely to address these high curveballs with survey research and advisory content. We even talked to non pharma representatives like Gatorade to hear the thirst quencher’s social strategies and how we can tie them to pharma. Whether the debates range from mobile behavior trends to social media challenges to emerging pain points, all of them seem to involve Facebook and the iPad but we still leverage events like this to continuously map our topical agenda to pressing problems that can be solved realistically with quality research. By late spring we’ll have new data and insights to assist hundreds of healthcare stakeholders and perhaps set the stage for further debate during the key summer and fall events. Perhaps some will even carry over to ePharma Summit ’13. I’ve been attending digital pharma events with Manhattan Research since 2004 and it’s safe to say interest and investment in the space has gained significant momentum, especially in certain areas like mobile and physician customer service. Let’s look forward to studying them closely and answering the call in the months ahead. We can and look back at the February Summit experience to see what we’ve uncovered.