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Archive for February, 2009

Ahhh, the politics of drug approval processes. Some sniping going on about who was and wasn’t included in the FDA review panel for prasugrel. No matter what choices you make, somebody’s going to paint a bulls-eye on your back. Just sayin’…

Promising new treatment for MDS (Celgene‘s Vidaza) – A new drug sharply improves the survival rate of patients with a bone-marrow disorder that often develops into acute myeloid leukaemia (AML), according to a study released Wednesday. Up until now, there has been no known treatment for the disorder — called myelodysplastic syndrome (MDS) — besides bone-marrow transplant, which is suitable for only a small percentage of patients.

Merck and Novartis vie worldwide for top sales force honorsNew TNS Healthcare research shows that physicians in four out of the five major European countries — the UK, Germany, Spain and Italy — give Novartis top marks for effectively delivering key sales and service activities. Merck takes the top spot in the US and ties with Novartis in the UK and Germany. In 2008, Merck and Novartis tied for the top spot in the US, with the highest ratings across all service activities. This year, Merck pulls ahead in the US, with stronger ratings for both its Web-based physician services and its patient information programs.

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J&J tops out Barron’s list of Best Companies, for 2nd year in a row.

Generic competitors awake to Sepracor‘s LunestaDrug maker Sepracor Inc. said two competitors have filed applications to produce and market generic versions of its blockbuster sleep aid Lunesta.

An interesting use of new web technologies: Medpedia launches - The Medpedia Project today announced the public launch of the beta version of a technology platform for the worldwide health community. Harvard Medical School, Stanford School of Medicine, Berkeley School of Public Health, University of Michigan Medical School and other leading global health organizations, are contributing in various ways to Medpedia. The goal of The Medpedia Project is to create a new model of how the world will assemble, maintain, critique and access medical knowledge. It will, over time, be a repository of up-to-date unbiased medical information, contributed and maintained by health experts around the world, and freely available to everyone.

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Takeda gets approval for UloricTakeda Pharmaceutical Company Limited and its wholly-owned subsidiary, Takeda Pharmaceuticals North America, Inc., announced today that the United States Food and Drug Administration (FDA) has approved ULORIC® (febuxostat) 40 mg and 80 mg for the chronic management of hyperuricemia in patients with gout. This once-daily, oral medication is the first new treatment option in more than 40 years for the more than five million patients who have hyperuricemia associated with gout.

Diabetes drug Byetta tanking.

New head of Sanofi (Viehbacher) applying lessons learned at GSK.

PLUS – my review of last week’s ePharma Summit, and a sum-up of some recent articles (with links) on pharma e-marketing/social media.

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Last week I had the privilege of attending IIRUSA’s ePharma Summit in Philadelphia. If you missed my live-blogging posts, they are here: Monday | Tuesday | Wednesday. (UPDATE – here is a summary post of pharma/social media issues, written for the MarketingProfs Daily Fix blog).

epharmaaud-smHere are some overall impressions of the event:

1. Organization of the event was excellent. Social media was used pre-event and during it to communicate and community-build. Planning and execution were smooth, things ran on time, and the inevitable little mid-course corrections were handled well. Each evening had a social mixer. There were plenty of opportunities to network. The organizers listened carefully to the Twitter back-channel talk about the need for more power outlets, and more afternoon coffee, and showed a readiness to learn and adapt.

2. The material in Day 1 (pre-event workshops) was a bit basic for my taste. And, there was an over-reliance on panel discussions during the conference. Needed a few more provocative and/or practical speakers showing case studies of what works, why, and how.

3. A couple presentations were off-base from the emphasis on eMarketing. Everyone who was there knows what I’m talking about.

4. As with all of these conferences over the years, there’s a lot of angst and risk-aversion regarding legal/regulatory issues. But that’s life in pharma-world. Baby steps are being taken. A growing number of people inside and just on the periphery of pharma companies “get it” and are pushing change.

5. The exhibits didn’t have anything too remarkable. But the massage booth sponsored by IMC2 was a very nice idea!

6. Attendance appeared to be about 250 or so during the two main conference days.

7. Josh Bernoff’s presentation was the best. The Wednesday afternoon overview of three award-winning marketing campaigns also was an audience favorite – there was some good stuff there.

8. For the panel in which I took part, regarding social media, I sought to underline the cultural aspects of social media communities, urging the marketers not to simply view these communication approaches as one more “tactic” aimed at a certain “demographic.” Hopefully, I didn’t come across too much as a Kool-Aid drinking idealist. I might have, though!

twittercorner9. About 6-8 of us (including the conference organizers) were live-Twittering during the conference, interacting with a virtual global audience throughout. There was a LOT of back-channel interaction going on – it was a snapshot of how social media will increasingly be wrapped into events.

10. The venue – Hyatt at Penn’s Landing – was quite pleasant.

This event, like every conference I’ve been to, had some room for improvement, but it was well-executed overall, and the organizers were eager to hear how things can be better for next time. That bodes well for future events. The best conferences always end with an exhausted smile. By that measure, the ePharma Summit was a success.

PLUS – here is a collection of recent links on the topic of pharma eMarketing – enjoy!

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Pharma “e-stuff” has been on my mind lately, having recently attending the ePharma Summit in Philadelphia. Here are some random links that have surfaced which might be of interest to you:

Pfizer doing some interesting web 2.0 applications with “Pfizerpedia” – Karl Kapp‘s overview (with more helpful links); a .pdf case study; article from Information Week.

Manhattan Research on the use of Search all along the Treatment continuum. Linked from Fabio Gratton‘s blog.

On PharmaExec.com: The Future of Media and Social Influence Marketing.

Learn the Art of Communicating with People using social networks for Health and Wellness. From Fard Johnmar‘s blog (free report link). Also, from the same blog, Questions about the Effect of Physician Social Networks on prescribing patterns.

Activated Patients, and Why Pharma Should Care. From Pharma 2.0 blog.

From the Eye on FDA blog: Two More Pharmas jump into YouTube, and the federal government going big also into Web 2.0.

And, two items from Medical Marketing and Media:

Social media renders commercial model obsolete? Ummm, a little overstated there…!

Marketers should offer holistic solutions, not just drugs.

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Promising no more: drug candidates fail – ViroPharma lost more than half its value in Nasdaq trading after experimental drug maribavir failed in tests on patients receiving bone-marrow transplants. And, La Jolla Pharmaceutical Co said it would stop developing its lead drug candidate (Riquent), an experimental treatment for lupus, after an interim efficacy analysis showed negative results, wiping out about 90 percent of its market value. But, at least Botox may have found yet another use!

Six miracle cancer survivors.

Novartis rolling the dice on an experimental anti-clotting drug. Swiss drugmaker Novartis AG  said on Thursday it would pay $75 million to secure exclusive worldwide rights to an experimental blood clot preventer from privately held U.S. biotechnology company Portola Pharmaceuticals Inc. The drug, elinogrel, is in mid-stage testing for both oral and intravenous formulations for the prevention of blood clots that can cause heart attacks and strokes.

Another company cuts back: Oscient.

PLUS: Are the days of armies of door-knocking sales reps over? New data on the trend toward “No Welcome” mats at doctors’ offices.

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Just got back from the ePharma Summit in Philadelphia and it’s going to take a couple days to digest, catch up, write up, etc. But here are a few news items for your Thursday:

Two more pharma companies jump aboard YouTube with their own channels – this is a promising direction for companies getting their toes in the water with social media applications.

Promising Phase III data on Zometa’s efficacy in breast cancer reductionA newly published study in The New England Journal of Medicine shows that in premenopausal women with early breast cancer administering Zometa® (zoledronic acid) along with post-surgery hormone therapy provided a reduction in risk of recurrence or death that was 36% beyond that achieved with hormone therapy alone.

Atacand and kidney failure prevention? Very interesting. And, will Sanofi’s Multaq make it to market this time?

Rumor mill – Sanofi and Biogen?

For the Record – a quick muse on how I really feel about the pharma industry…

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This is the last day of the ePharma Summit in Philadelphia. Yes, I know that the agenda says it’s Day Two, but I was here for the pre-day, which was Monday, so for ME, it’s Day 3! Here is the agenda for today’s sessions, with a list of all speakers/details (so I don’t have to reproduce it and risk carpal tunnel syndrome). You can also see a running list of Twitter posts on Shwen Gwee’s Med 2.0 blog.

I was on the first panel (Social Media, Blogs and User Generated Content: What’s Working Today, What Will Work Tomorrow?), so, no entry for that one, except to say that I think it went pretty well – hopefully I didn’t sound like some kind of Kool-Aid drinking social media zealot.

(btw, you find out how to connect with me at all my various on-line networks at: SteveWoodruff.com)

Panel Discussion – Working with Agencies, Is There a ‘Right’ Model to Service Your Interactive Needs?

Moderator:
Christopher Neuner, Consultant

Panelists:
Lyndsay Younce, Marketing Consultant, ELI LILLY & COMPANY
Bill Drummy, Founder and CEO, HEARTBEAT DIGITAL
William Martino, VP, Digital Strategy, SAATCHI & SAATCHI CONSUMER HEALTH + WELLNESS
Dorothy Wetzel, Chief Marketing Extrovert, EXTROVERTIC

  • Best type of agency to do this type of interactive work is being built now
  • “How digital is your lead account person?”
  • Skill sets and structures different for digital agencies
  • Traditional agency vs. pure digital agency mild smackdown!
  • Having people who use new technology, and who have digital curiosity/innovation, very important in creative strategy
  • Must think beyond Reach & Frequency
  • Q: Do you want a fully integrated agency, or do you (as the client stakeholder) want to play the role of integrator?

Panel Discussion: Efficiency and Integration Of Your Media Mix

Moderator:
Kathleen Onieal, President, HAYES ONIEAL CONSULTING, Former Global VP of Marketing Innovation MERCK

Panelists:
Amy Cowan, Industry Health Sales Manager, GOOGLE
Shawn O’Hagan, Senior Manager, eMarketing, DAIICHI SANKYO, INC.
Mitzi Reaugh, General Manager, NBC DIGITAL HEALTH NET WORK

  • The emotional impact of video
  • MR: NBC developed health properties because it is such a concern for a very broad audience. Have about 2,000 health video clips, adding about 50/week. Multiple delivery channels/platforms = better ROI bang.
  • SO: niche product, no sales force; used video detail plus direct and e-mail sample, etc. Could provide a template for future promo w/o sales force, or to reach no-see docs?
  • AC: 245% growth in on-line video budget spend
  • AC: Taking action after watching on-line video – wish I could reproduce the slide here.
  • AC: FDA has a brand channel on YouTube to speak to consumers about health issues – even allow comments. 23% of YouTube viewers are age 55+. AstraZeneca just launched Symbicort channel, and Sanofi the Go Insulin channel.
  • AC: J&J’s extensive YouTube channel also noted (a BabyChannel also – youtube.com/baby), and GSK’s corporate brand channel (more corporate than brand).
  • AC: Novartis Consumer Excedrin Express Gels health contest. 250 user videos submitted.
  • AC: YouTube now 2nd most used search engine in U.S., and 4th most visited site in U.S.!

Using the Web to Humanize Your Message, Reach Your Target Audience and Deliver ROI – Translation: Keeping your Patients, the Boss and Investors Happy! Marjorie L. Martin, Senior VP and General Manager, EVERYDAY HEALTH

  • Major growth of on-line networking/social medai sites – the usual impressive numbers!
  • Example campaign on Everyday Health – Vaseline Clinical Therapy. Embraceable brand advocate (Petal, a lady from Kodiak Alaska as brand spokesperson). “Prescribe this product to others” (viral spread to friends). Friending activity so popular it temporarily slowed server.
  • Send eCards to others; opportunity to get coupon
  • People really identified with Petal, the “face” of the campaign. Wanted to interact with her.
  • Innovate / You’ve got a friend / Fresh is best

MARKET RESEARCH PANEL: Influence of the Internet in Pharma

Moderator:
(substitute, didn’t get name, sorry), WYETH

Panelists:
Mark Bard, President, MANHATTAN RESEARCH
Melissa Davies, Research Director, Healthcare Practice, NIELSEN BUZZMETRICS
John Mangano, Senior Director, comScore, Inc

  • MB: half of information physicians get is digital in some form/format
  • MB: E-mail an not-as-well tapped resource. 40% physicians have e-mail relat. with pharmas
  • JM: The effort to tie SM campaigns to prescriptions
  • Patient trust – third party HCP experts, and disease organizations – of course, these rank high
  • JM: How to isolate the ROI of specific e-initiatives when there are so many other influences? comScore can isolate on-line because of 1M people whom they track (can do test-and-control); measuring the off-line is more difficult

(sorry, had to duck out for an interview with a local radio station – now have to figure out where we are!)

Anatomy of Great Pharma Online Creative

Moderator:
James Chase, Editor-in-Chief, MEDICAL MARKETING & MEDIA

MM&M 2008 Award Winning Panelists:

Raya Dubner, Senior Manager, US Marketing, SIEMENS CORPORATION
Jeff Campese, Owner, ELITE MARKETING COMMUNICATIONS
Fabio Gratto, Co-Founder & Chief Innovation Officer, IGNITE HEALTH
Rob Likoff, CEO, GROUP DCA

(this is a beauty pageant of recent award-winning marketing campaigns. Nice to watch; almost impossible to live-blog!)

  • Siemens – Win an MRI – 101 community hospitals create their own videos; most votes win the MRI. Snippets were great! Huge number of views/media impressions and 1.4 million votes cast. Winner was announced by simulcast – a hospital in upstate NY (Lockport Memorial), and they also gave one to a storm-ravaged hospital in Georgia. Subsequent sales of these new MRI units double what expected.
  • Advanced Medical Optics (Lasik – reaching Gen Y) – 18-34 year olds having Lasik least, but most  likely to want it. 77% of that demographic using Internet to research. Have to overcome user-generated negative rants, and FDA website warnings. How to speak to these digital natives on their own terms? Use B-reality show female star (Kristin Cavallari), surround her with hand-held cameras, messages, etc., and have her undergo Lasik (all recorded via video). Website with her blog, and with time-release of the video episodes. Doctor-finder on site. Win-a-Lasik. Partnered with established Vision website. Ning social platform. Sponsored Facebook group and advertising. MySpace video ads. Plus off-line components for doctors’ offices – consultation rate for those docs went up 500%. Huge number of views and PR placements. Results: 11.48% increase in procedures, 1.2% market share growth, during the 3-month campaign.
  • OMP Levaquin eDetailing solution – Employ Active Learning strategy for physicians; keep it respectful. Try to restore image of a mature brand. Doctors: Create your own commercial. Ask docs some basic info about practice (with some rank order choices). Present data in the format of patient case studies; have doc “build” a video timeline by choosing data, approach, etc – voila, video commercial “built” (all in Flash).

Mobile Marketing for Pharma

Chris Field, North East Business Development, 3CINTERACTIVE

  • The standard massive stats about mobile use (271MM mobile phone users in US, 2.5BN text msg’s sent per day, 91% keep phone within reach 24/7, 94% of msgs are opened and read).
  • 42% of 50-64 yr. olds are using SMS, 68% of 25-49 yr olds
  • Reaching out to patients and/or doctors via text. Get a short code and let audience text for more info.
  • Create, Capture, Convert data
  • Take medication reminders. Broadcast product news. Appointment reminders. Polling.
  • Reverse pregnancy calendar – messages to expectant Moms while pregnant, appropriate to pregnancy cycle.

…and we’re done! Thanks for tuning in!

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forrecordIf you’ve read my posts and tweets over the years about the pharmaceutical industry, you could easily come to the conclusion – based on which ones you’ve read – that I’m either pro-pharma, anti-pharma, or deeply conflicted.

In case you’re wondering, the answer is Yes. All of the Above.

I emphatically do NOT sympathize with those who wish to portray the pharmaceutical industry as some sort of evil empire, a hopelessly degraded industry that only exists to rape the public, and a convenient whipping boy for opportunistic politicians and ignorant snake-oil promoters. I also strongly disagree with those who short-sightedly wish to ban pharmaceutical sales – as if this industry does not have a right to create and promote its products in the marketplace. If you ban pharma from “selling”, what is the next business you’ll put on the chopping block as unworthy of free-speech constitutional rights? Software companies (huge profit margins, by the way, and often defective products)? Sports teams (talk about inflated prices and corruption!) How about we start with tort lawyers? Hmmmm – OK, better stop there…

On the other hand, I seek to practice a very clear code of personal and professional ethics, and it grieves me whenever I see (in ANY industry, but I happen to have been involved in pharma/medical devices for 23 years) mindless greed, manipulation, lying, lack of transparency, and wasteful spending. There’s plenty of that in Pharma, and I despise it. But remember – there’s plenty of that EVERYWHERE (yes, including among politicians…). If you’re a pharma-hater, just step back and recognize that this is a human problem, not a pharma-specific issue.

Finally, for all the flaws and problems with the industry, there are life-changing products that come out of it. A smile comes to my face every time I think of the awesome efficacy of the cancer drug Gleevec. My children have an opportunity to know their grandmother (my mother) because of drugs that control her high blood pressure. And my own life has been transformed by use of an anti-depressant. So, if you wonder why at times I praise, excoriate, question, and seek to serve this industry, now you know – it’s because the pharma business is a flawed human endeavor JUST LIKE EVERY OTHER, and I’m a flawed human being just like every other. For the record…

(Image credit)

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Here is the agenda for today’s sessions, with a list of all speakers/details (so I don’t have to reproduce it and risk carpal tunnel syndrome). You can also see a running list of Twitter posts on Shwen Gwee‘s Med 2.0 blog.

Thought Leader forum – Integration, Scale, ROI – What Really Matters? (by title, this sounds like a real grab-bag!) Moderator: Paul Ivans, Evolution Road

(I’ll just list out interesting and salient points and factoids as they come up).

  • New patient starts, and refills, are improving (attributed to marketing efforts – is that a valid conclusion? -SW)
  • “Digital is the Connective Tissue of our lives” – beyond basic browsing to addressable advertising through multiple digital channels
  • Move from product-centric approach to bigger emphasis on health info/support/services
  • Ex: digital pill dispensing devices
  • Ex: FitBit – mini device (Wi-fi) that tracks your exercise, sleep, etc.
  • Ex: AT&T Telehealth – tie together various monitoring devices, connected to home medical gateway/doctor
  • Think BIG – look for ways to drive business with e-apps. Get into the game with emerging media.
  • Buzz: Personal and Environmental Sustainability
  • Buzz: DTC beyond TV (talk to your doctor is not a call to action anymore)
  • Buzz: Branded Engagement. Originality + The Perfect Fit = Purpose
  • “Content at the point of consumption is the new pink” Static websites are dead
  • The marketing funnel is now a maze. No longer a linear process. Customers now control the brand equity.
  • Web 3.0 and mobile location based services will change the game for search and advertising
  • We will go from audiences of millions to millions of audiences (from David Kramer, Digitas Health)
  • The New Commercial model will require new sets of skills in Health Economics, Managed Care Mkting, etc.
  • The third marketing channel – social influence marketing
  • The power of social is to get to the “influencer”
  • Dynamic of social media space fundamentally different from earlier web approaches
  • Baby steps and persistence need for social media approaches right now
  • Try to introduce med/reg/legal people to social media acc. to their interests outside of pharma
  • Maybe not have marketing lead the social media discussion internally – med/legal types will be cynical by the brand message folks. Get a broader group to lead the initiative.

Josh Bernoff, Forrester Research Inc., Groundswell: Winning in a World Transformed by Social Technologies

  • Social trend – people use technologies to get what they need from each other, not traditional institutions. You cannot control it – but you need to participate.
  • Not surprisingly, the Motrin Mom kerfuffle, and the Twitterstorm that raged.
  • The Google search for Motrin – enduring impact of Motrin Mom incident. Not just a weekend storm.
  • People decide on their own who you are, and what you stand for.
  • 4 step approach to social involvement POSTPeople (assess customers’ social activities) Objectives (what do you want to accomplish) Strategy (plan for how relationships with customers will change) Technology (what will you use)
  • The Social Ladder (from top to bottom) Creators / Critics / Collectors / Joiners / Spectators / Inactives
  • Age is the main predictor of level of participation. Much more participation at younger age.
  • Those who research medical/drug stuff on-line are much higher on the participation scale
  • Drugs with the most social patients – Flovent, Prozac, Lunesta, Lotrel. Why? Unknown
  • Most social participation by disease: Mood disorder (other than depr), Least – osteoporosis
  • Many medical professionals are Spectators
  • Research > Listening
  • Marketing > Talking/Listening
  • Sales > Energizing
  • MD Anderson teamed with Communispace to listen to concerns/issues re: cancer patients. E.g. – waiting for treatment was a real problem (time is precious). Learned they need to reach out more pro-actively to primary care physicians
  • Talking (2-way) vs. Shouting
  • Case studies: P&G Tampons, Sermo/Vyvanse.
  • Energizing – helping your best customers recruit others. Gardasil Facebook application. Spread public awareness. Controlled messaging, video, post your support on the wall, use icon/background
  • Supporting – enabling customers to support each other.  AstraZeneca’s Arimidex. Create your own avatar – invite your friends to send messages of support (“Celebration chain”)
  • Embracing – involving your customers. My Starbucks idea. 50,000 suggestions received; 40 implemented.
  • Educate executives/legal; find your innovators; engage Legal early; start with limited scope project (1 specific area and audience); include separate resources for internal/external interfacing; partner with third parties with established solutions.

Michael Roizen, Chief Wellness Officer, Cleveland Clinic: Everything YOU need to know about interacting with patients

  • Two revolutions coming in medicine – Genomics and Stem cells (personalized medicine)
  • Genomics (parsing your particular makeup) will soon be standard practice, to help with targeted treatment
  • Growing your own spare parts via stem cells
  • Getting patients “emotionally involved” with their bodies – awareness.
  • Prevention is different from wellness. Maintain higher quality of life as you age (wellness).
  • Type 2 diabetes – you age 1.5 years (equiv) for every 1 year of life if not well controlled. Controlled – only +1 yr.
  • “Food, physical activity, and meds are your friends”
  • You get to change your family history.
  • 60% lower risk of heart attacks by eating 6 half walnuts a day in a study
  • Aspirin group major benefit over placebo for colo-rectal cancer
  • (Dr Roizen wrote the Real Age and You… books, co-founded RealAge.com)
  • You get to control which of your genes are on/off to a large degree. You control your genetic inheritance.
  • San Francisco is built on 3 fault lines, and has appropriate building codes. We have to put in the proper codes for our genes.
  • Changing 1 food group (broccoli) make change in gene expression, toward cancer prevention
  • Need a smart patient; less emphasis on sick-cure
  • Belly fat vs. hip-area fat. Belly fat hormonally active and self-replicating, affects insulin.
  • Glycosylation – addition of glucose molecules to proteins where they don’t belong. Weakens binding between cells. Leads to athersclerosis LDL build-up).
  • Tim Russert was not a smart patient. Accumulation of belly fat, poor eating habits.
  • Prescription of various pills all should take
  • Wish there had been a specific tie-in to ePharma, eHealth…good stuff, but medical talk  only. Not really ePharma-specific.

Panel: Motivating Healthy Behavior to Engage Consumers and Physicians

  • This is kinda sounding like a “RealAge” commercial.
  • Voices of Mammosite. RealAge NovoSure (Novashore?) program. Support groups/mentoring/ambassadors to help new patients.
  • Will e-enabled on-line communities help with compliance/persistency?
  • Some good info in this panel on general lifestyle/health management, but off-topic from ePharma. Too much reference of RealAge, which is a major sponsor of the conference.

Christopher Schroeder, CEO/President, The Health Central Network – Embracing Risk-taking and Innovation

  • The world we’re in is “new” – not going back cyclically. Great new enterprises will arise (there will be New winners, and Old losers)
  • Delusion: we’ll “get through this” and be back to where we were. No.
  • Regulation is “cool” again.
  • This is a web-savvy administration.
  • Where people learn from each other is where you find active recruits. Treatment happens in a context.
  • People speak in their own words. Real people think of health in terms of their day-to-day lives. Not clinical abstractions.
  • Camaraderie – best compliance people in dialogue with peers.
  • Multi-word, long-tail searches – dramatic impact on search results. Much more active people.
  • Pop culture impact on searches: “Sopranos + Lexapro” Lessen stigma
  • Addressing wives via social media after Tim Russert death – health concerns

Driving Policy/Guidelines around the use of Social Media in Pharma (panel discussion – Marc Monseau, Fabio Gratton, Fard Johnmar, Robert Goldberg)

  • MM – putting a series of internal policies in place for J&J social media usage
  • FG – formulate overall governance early, with cross-section of stakeholders
  • MM – don’t make policies too detailed, as technologies/approaches change rapidly.
  • MM – conversations are already happening “out there” – you’re either in the game, or not.
  • FG – why are we NOT in front of our communities?????
  • FJ – what does company leadership want in the realm of communicating with patients
  • FG – the COMMITMENT required to build social relationships on-line. Long-term mentality. YES! (I’ll be reinforcing this tomorrow in our soc. med. panel discussion at 8:30 am)
  • FG – Do the right thing, and let results follow.
  • MM – very little actual usage of social media tools by executive/legal teams in pharma
  • The risk of NOT using social media to build communications/relationships

John Mangano, Senior Director, comScore – Benchmarks for the Pharma Industry

  • Measuring success for pharma clients; using experience to create industry norms
  • 30 studies, 20 brands, over 5 years, consumers only, control
  • Survey methodology; and Rx database match
  • Almost 12-point lift (patient starts) for those who visited a brand.com site. 25-point lift for existing patients compliance.
  • Cumulative effect of multiple components of marketing mix
  • Display ad latent effects up to 3 weeks after end of campaign

Panel discussion: Medscape, Microsoft, Omnimedix – Health 3.0 coming?

  • Coming semantic web (3.o) – large database with rich information store
  • Is eHealth good medicine for Pharma? Can be. Price pressures, but potentially far better usage
  • 80% of US patients want e-mail access with physicians; only 9% of physicians do this
  • The Personal Health Record dog will wag the Electronic Medical Records tail.
  • Self-diagnosis via Google! Web search + Machine  learning -> collective worldwide experience pool.
  • TrialX.org – search for possible clinical trials using your Personal Health Record (either MS HealthVault or Google)

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