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Posts Tagged ‘Digital Pharma’

First, a provocative thought, just to get you in the mood:

Right?

Anyway, last week, I attended the 6th annual Digital Pharma East conference, put on by the fine folks at ExLPharma.

I think I’ve been to all of them – maybe I missed one? – but it’s pretty interesting to reflect back on what the event looked like a few short years ago. In the earliest years, I decided to live-blog the event, which was unheard-of in the industry. Would my laptop and I get arrested for real-time pharma updates?? Now, just about everyone has a tablet or laptop, and we’re increasingly living this digitally-connected reality that once we were only talking about.

Refreshingly, we finally seem to be past yammering over our Phase 1 Problems (P1P) – whether or not we even should participate in social media; what to do about off-label discussions; can (or should) we even be on Twitter; etc. This year, discussions were more focused on practical doing, and less on regulatory hand-wringing. That’s refreshing.

The event was attended by over 600+ folks – a pretty stellar attendance number – and it ran over 4 days. The first day was pre-event workshops; the next 2 days were the main event; and Thursday was Mobile Day. Chairing the event were two pharma digital veterans, Batman and Robin Shwen Gwee and Marc Monseau (each formerly worked inside pharma companies, both now on the agency side).

I like to give high-level summaries of events like this, so here is my string of thoughts and observations:

1. Digital Pharma East was well-planned and well-run. Bryon, Jayson, Jason, Warren, and the whole team did a solid job organizing, and were constantly circulating to make sure things stayed on track. Kudos to the ExL Pharma group.

Random thought: good food really does help the mood at an event.

2. The exhibit hall was packed with some pretty interesting vendor/providers – and I’m pleased to observe that we’re finally beginning to move from first-generation iPad apps (the one-off approach) to more robust system-level platforms. I have some definite opinions about this, and for pharma/biotech/device companies who are looking to do a digital technology audit and roadmap, I can help you with recommendations (commercial plug for my client-vendor matchmaking service).

Random thought: Having the meals and social events in the exhibit hall is smart. Also, if you’re going to give out water bottles, make really cool ones, like Klick Health did! —>

3. The social media backchannel (Twitter) was quite active during the entire event, with good participation from folks who were not physically present. However, live audience participation was somewhat muted, and this is a matter of concern – part of it, I suspect, was due to the lighting (audience in darkness), but also, we’re simply not effectively incorporating audience interaction strategies. Passive listening joined to a few minutes of Q&A at the end of a talk is so 2005. We need to do better here.

Random thought: Do not put unreadable type on your slides and expect the audience to be OK with it. That transgression lights up the Twitterstream!

4. Sometimes panel discussions can be a bore, but we did have some good ones. Tuesday’s Driving Innovation panel, led by Paul Ivans joined by Peter Justason (Purdue), Joan Mikardos (Sanofi), Melissa Bojorquez (B-I), Joyce Ercolino (CSL Behring), Alison Woo (BMS), and Patricia Choumitsky (UCB) was lively and informative.

Random thought: Along with industry expertise, it’s always nice to have a sprinkling of speakers from outside the industry at any event. New perspectives are generally quite helpful!

5. For me, and I believe for many attendees, the two most striking talks were back-to-back on Wednesday – Sinan Aral took us to school on the topic of Social Networks, Viral Hype and Big Data – Distinguishing Hope from Hype with Science. This was followed by the personable and entertaining James Musick of Genentech with a session on Social Engagement & Brands, talking about a unique digital/social experiment they did exposing people to genetics. Great stuff.

Random thought: It’s always a good idea to have some presenters who know how to have a bit of fun, especially if accompanied with an accent – like John Pugh of Boehringer!

6. Mobile Day was a reinforcement of a message that still seems to be very slowly sinking in – mobile is the new normal, and we are woefully behind as an industry even in the most basic stuff like having mobile-ready public-facing websites. This is truly the low-hanging fruit for digital development in pharma. We had sessions underscoring the tensions between centralized site development (to deal with multiple mobile platforms) vs. platform-specific creativity, and the main message here is that all of these details are still quite in flux. But mobile/smartphones/tablets are going to predominate, and it was refreshing to hear at least one speaker advocate for the approach of developing for mobile FIRST, then worrying about a “desktop” version. In my opinion, that’s the only approach that makes any sense if we understand current trends correctly.

Random thought: Presenting to doctors via iPad is not necessarily intuitive – training is necessary (this is also true of facilitating virtual classrooms, etc. – don’t assume that the same skills carry over!)

7. I did lead one magical session/discussion on The Future of Digital/Social/Pharma/Life, encouraging people to skate to where the puck is going when it comes to our new world of People (24/7 human connectivity), Pockets (mobile), and Pipes (data streams from devices and information stores). I think that many are still not aware that networks of things, information, and people are rapidly converging; and that forces of disintermediation/new-intermediation are changing our culture wholesale in ways that will totally re-shape business.

Random thought: Photoshop can make any presenter into a plasma-tossing superhero!

Reconnecting with old long-standing friends (like Wendy Blackburn, Kerri Sparling, John Mack (OK, he’s old), Chris Truelove, Zoe Dunn, Carly Kuper, and Jay Bryant is always a highlight of this conference; as is the opportunity to make new connections. I always look forward to this event and may even venture out to the West Coast next year for Digital Pharma West. Philadelphia is OK and all, but San Francisco + Digital stuff? C’mon…

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors through our unique trusted referral network. Need something? Ask Steve.

Learn more about us here.

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I’ll be attending two pharma-focused conferences during the autumn months of 2012 (both in Philadelphia) – hope to see many of you there!

ePatient Connections has become one of my favorite annual events. I love the mix of speakers, and the emphasis on healthcare from the patient (not merely industry) perspective. Great lineup of presenters as usual, including Mark Bard, Kevin Kruse, Arnie Friede, Carly Kuper, Kerri Sparling, and many others. More information can be found here.

Digital Pharma East is a wonderful gathering of everything tech/digital/mobile in the pharma and healthcare world. I really like the fact that there is a dedicated mobile day on the 18th. This is a great event for learning and networking! More information here.

Both of these events are put on by the fine folks at exl Pharma.

ALSO – on November 8th, I’ll be presenting (in conjunction with the Society of Pharmaceutical and Biotech Trainers) a one-day Successful Vendor Management workshop, in Florham Park, NJ. If there’s one area that seems to be consistently left out of on-boarding training for managers (training, marketing, & communications), it’s how to spec out and manage a project, and how to select and manage outsource vendors. We’ll be covering all of that in a practical and actionable manner during this well-received workshop – please join us! More information and registration here.

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors through our unique trusted referral network. Need something? Ask Steve.

Learn more about us here.

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Last week, I had the privilege of once again attending the Digital Pharma East conference (put on by my friends at ExL Pharma). I have attended most or all of these annual events in past years, and have enjoyed watching it grow and morph. Grow it has – this time there were about 600 attendees, and a very full exhibit hall! Kudos to the team (Bryon Main, Jason Youner, Jayson Mercado) and  the two co-chairs (Marc Monseau and Shwen Gwee) for an exceptional job organizing and running the show.

When covering these events, I tend to give immediate, real-time impressions and factoids via my @Impactiviti twitter account, then after a few days reflection, write up a blog post giving higher-level observations and thoughts. This post is that!

1. The Mobile Bandwagon – The exhibit hall was filled with companies showing off mobile tech, and one entire extra conference day was dedicated to mobile. As well it should be – mobile is rapidly becoming the new normal. Frighteningly, we saw plenty of statistics showing how woefully behind the 8-ball many pharma (and other) companies are in having even their basic web sites mobile-optimized – let alone having a well-thought out mobile strategy. The awareness that mobile devices (smartphones and tablets) are rapidly moving into first-screen status simply has not sunk into the place where practical implementation is being done. That will change!! (note to pharma clients and vendors – this is the lowest-hanging fruit imaginable).

2. Mobile is huge – The adoption rate of mobile devices among doctors (especially iPhones and iPads) is breathtaking. These devices are being integrated increasingly into the healthcare delivery chain. Pharma companies are (or should be) looking for ways to add value and provide service outside of merely peddling drugs. Get some innovative thinkers working on mobile approaches – not mere e-detailing or e-signature apps, but whole new ways of providing information and connectivity among patients, healthcare professionals, and industry. This will happen and is happening via mobile – be part of it or be left out of the equation (hint: you don’t want to do that).

3. Compliance and mobile – Not only is mobile-optimization a far easier task to tackle than thorny culture-shift issues like social media, but it may even become a regulatory issue. Did you know that information optimized for a standard website may not show up properly on a mobile device? It’s not hard to foresee a time in the near future when digital information presentation has to be vetted for fair balance, accuracy, etc. across platforms.

4. Sales forces are going to go mobile. And, most exciting to me, I’ve been in contact with a company that reached out to me after I wrote this post in August about having an intelligent “middle layer” engine to make sense of iPad apps/deployments in pharma. They showed me last week what they’ve developed, and I am very encouraged…if you’re looking at deploying iPads to the field, we should talk! Maybe we can keep you from the iPad “freaking mess” I described in that post…

OK, have I made my point? MOBILE IS HUGE! Now, we did discuss many other digital initiatives at the conference, including social media and the like, but I really want to highlight the lowest-hanging fruit that will have the most near-term impact. And that’s mobile. Mobile is not simply “another channel.” It’s the new normal.

Now, onto two other observations – categorize these under “soapbox ramblings”:

– A lot of folks still don’t effectively engage the audience when presenting. We really need to improve. Please read this post and apply as needed. I know we can do better. Some of the presenters, however, were outstanding (including Olivier Zitoun, Aaron Blackledge, and Seth Perlman – I’m sure there were others but I couldn’t be in every track!)

– As these conferences get larger, it’s increasingly difficult to foster an environment of open sharing and discussion. I did lead one “unconference” session, which was quite lively (and could have gone on for much longer – we were just getting warmed up!). Over the past 18 months, I fear that we’re starting to slip back in our more cutting-edge pharma events into the old default mode of up-front presenter and passive audience. We’ve got to pro-actively design sessions to maximize engagement way beyond the old, “I think we have 5 minutes left for questions…” mode.

Oh, and for those who care about such things: Shwen Gwee and I finally found our Texas-style BBQ “home” in Philly. It’s called Percy Street BBQ. Highly recommended!

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Impactiviti is the Pharmaceutical Connection Agency. As the eHarmony of sales/training/marketing, we help our pharma/biotech clients find optimal outsource vendors for training, eMarketing, social media, and more.

Learn more about us here.

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This week, I enjoyed the opportunity to gather with a large number of professional colleagues at eXL Pharma’s 4th Annual Digital Pharma East conference.

I’ve attended this conference 3 or 4 times and it gets better every year. This year was no exception. The eXL team (Bryon Main, Jason Youner, Jayson Mercado, and others) did a great job organizing a multi-faceted event that contained far more variety than most of the ePharma conferences I’ve attended.

Instead of giving a recap of content (ably being done by several others – here, here, here, here, here, here, and including this very cool video essay by DoctorAnonymous, Mike Sevilla!), I’m going to list out some of my high-level impressions and perspectives as a veteran conference correspondent and industry networker.

1. It was great to have participation from savvy ePatients and ePhysicians. I can’t underscore enough how much it matters for pharma professionals to be exposed to “customers” on the ground, especially those emerging into thought leadership. Not only did I get to renew ties (and meet for the first time) some of my ePatient friends, but I was also privilege to have long discussions with Mike Sevilla (DoctorAnonymous online) and Bryan Vartabedian (Doctor_V online). Bryan ably served as co-host along with Shwen Gwee, the social media guru at Vertex Pharmaceuticals.

2. Mobile is huge. And getting huger. If you’re not thinking about the intersection of communications and mobile devices, then you’re trying to make a faster horse-and-buggy while cars whiz by.

3. We’re finally moving past the first few years of very limited social media case studies into a variety of interesting approaches and efforts. Frankly, the ePharma conference circuit was getting a bit wearisome as industry struggled with the very basics, but now the on-line efforts are maturing, and increasingly being tied into off-line (integrated) efforts (Applause from audience). The best part is that these efforts will only increase in number and creativity.

4. Including speakers who are not embedded in the industry is very smart. We enjoyed hearing from Doc Searls (one of the authors of the Cluetrain Manifesto), Bob Garfield (Advertising Age columnist), and futurist Ian Morrison. Getting high-level perspectives about cultural and technological trends definitely stirs up more creative thinking and discussion. As we all know, pharma can be very insular, and we need fresh infusions from the outside to keep us from being boxed in by our own self-made ruts.

5. There is no substitute for face-to-face networking. Attaching names to faces to feelings to ideas to potential collaboration…you cannot replace human networking with technology. This came up several times in talks as well, about the potential for pharma to be overly enamored with e-solutions such that human contact with physicians gets lost. And for me, it was a welcome chance to rub shoulders with old and new friends like Shwen Gwee (credit for photo above), John Mack, Eileen O’Brien, Gilles Frydman, Phil Baumann, Daphne Swancutt, Bruce Grant, Faruk Capan, Jess Seilheimer, Mike Myers, Ellen Hoenig, Jeff Greene, Len Starnes, Christiane Truelove, Cheryl Ann Borne, Hannah McDonald, Allison Blass, Mark Senak, Gigi Peterkin, DJ Edgerton, Cynthia North, Zoe Dunn, Kelly Dane, Chris Campbell, Quang Pham, Lance Hill, Carly Kuper, Alex Butler (who, for being an industry pioneer, won the Hawaiian shirt off of John Mack’s back!) and many others – these are the people that are shaping the future of pharma digital. And many have become good friends, both on- and off-line!

6. Having tracks and unconference sessions is a really good idea. The problem, of course, with tracks is that you want to be in more than one session at a time – but I think it’s great for drawing a more diverse set of attendees, and open discussions during unconference sessions can be very lively and invigorating (note: successful unconference sessions rely on a skillful moderator who knows how to draw others out, and at least a few people who don’t mind sharing opinions and being a bit provocative!)

Three years ago, live-tweeting a pharma conference was brand new territory. Now it’s becoming common practice. If you want dig deeper into the content, quotes, impressions, and resources shared, do a Twitter search under the hashtag #digpharm. This is also a great way to discover some of the most active folks involved in pharma social networking.

There is much more that could be said, but I can’t close without thanking the many sponsors who helped make the event possible, especially PixelsandPills, HealthCentral, and HealthEd, who sponsored social events in the evening.

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You know how everyone wants to claim that they were physically present for earth-shattering historical events?

Well, in 20 years or so, pharma people across the globe will all claim that “I was there!” for Digital Pharma 2009.

OK, that’s a bit of hyperbole. But I WAS there this week, and so it’s time for a re-cap. Was it earth-shatteringly historic? Perhaps not. But did we move outside of the normal pharma conference comfort zones? Yes, I believe we did.

First, some background. My co-conspirator in the Pharma Social Media Aboveground, Shwen Gwee, decided to put on what (I believe) was the first pharma-focused “unconference” this spring, up in Cambridge, MA, in conjunction with HealthCamp Boston. It was an experiment, as pharma folks are not used to less-structured approaches to conferencing together. While it did not go “all the way” into true unconference format, it was a great taste of the potential for a more crowd-sourced approach to content and discussion. Jason Youner of ExL Pharma (conference organizers) attended, saw the benefits, and had the vision to transform Digital Pharma 2009 (DP 2009) into more of an unconference format (ironically, Shwen and I had originally met at DP 2008, when we found each other twittering the conference in the obscure old days when that was not a common practice). Shwen was asked to chair the event, and a group of us started brainstorming the how-to….

For those not familiar with the pharmaceutical industry, the air we breathe there is full of centralized, controlled, regulated, measured, one-way Twittertablecommunications. Get the picture? We’re still in the evangelistic phase of encouraging social media adoption, and you can imagine that the informality of an unconference approach might be just a bit of a stretch. Nonetheless, a growing group of passionate early adopters has banded together (on-line and off-line) to try to move the industry into this century. And that core group, the Social Media Aboveground, has developed quite a camaraderie in the process.

So here’s what happened at DP 2009. Short story – we made good progress. Long story, with highlights:

– Most of the presenters made efforts to adopt a more informal style – walking into the audience, little use of podium, asking more questions to gain feedback and create discussion. My perception was that the relative success of this depended mostly on the charisma of the session leader, and also to some extent on the relevance or controversial nature of the content. Not all speakers can pull this off easily, and most pharma audiences are going to go through an adjustment period to loosen up and fully engage.

– Some speakers just gave their spiel, and some panels were just…panels. It’s going to take a while for both presenters and audiences to “get” a new way of interactive presenting.

– DP 2009 had the most active Tweetstream (outgoing & incoming) that I’ve seen yet at a pharma conference (see previous point for why that matters – deficient presentations did generate some snark!) As opposed to one year ago when Shwen and I were just trying it out, this conference was loaded with people using laptops and smartphones, and tweets were flowing freely. Some sessions had the chance to address questions from the Twitter (external) audience.

– Two panels were live-streamed on video. The regulatory panel had about 300 unique logins. This was a great step forward and I hope to see much more of this in the future.

Erik Hawkinson– A couple of the sessions were experimental. One, featuring 2 Novartis employees (Erik Hawkinson and Melissa Clark), was a point-counter-point discussion. It was a bit stilted, and they ended up mostly agreeing after all was said and done, but it was a nice change-up. Another, featuring Fabio Gratton (IgniteHealth) and Xavier Petit (Shire), was an absolute hoot and had the audience laughing throughout. The two worked off of a soccer motif (Italy vs. France) and the accompany slides* to their point-counter-point discussion were hysterical. This was a great morning kickoff session.

Craig DeLarge– Another fabulous morning kickoff was Craig DeLarge‘s (Novo Nordisk) engaging discussion on the Spirituality of Relationship Marketing. Craig has done a lot of work in the eMarketing and social media space and is one of the leading thinkers in the industry (besides being a really nice guy!) The audience interest was keen and the interaction (in-room and on-line) was quite robust. It was refreshing to have someone step back from the usual talk of metrics, compliance, and process, and focus on deeper, philosophical issues – such as are we seeking to build relationships, or just sell?

Marc MonseauMarc Monseau of J&J made a very compelling case that social media can, in fact, be done by pharma safely and effectively. Pharmaceutical companies that want to see how to move into social media really need to follow the lead of companies like Johnson and Johnson. This theme came back to the surface with a vengeance during the town hall meeting later (see below)!

Heidi Youngkin (J&J) and Cynthia North (Bayer) were highly effective in provoking discussion and gaining audience interest. One of the surprises, however, came from outside the industry – a young diabetes blogger (Allison Blass) gave very valuable perspectives about patient/consumer engagement, and the audience clearly appreciated her contribution to the group. Allison’s involvement underscored something that came up multiple times during the 3-day event – we need to start bringing a wider range of people together for these conferences, from other divisions (like legal/regulatory) and even other industries.

BradUnconf– The highlight of the entire conference, however, was the true unconference Town Hall session at the end of the third day. This session was so lively that it carried right through the scheduled next session, which was folded in. Jon Richman wrote an excellent summary of this session, along with one of the key lessons that came out of it – read it here on his Dose of Digital blog (one of the best blogs in our industry, by the way). This session validated the entire approach – we moved through the event, by baby steps, into a growing comfort level with greater informality, and this final gathering showed that we can do “unconference”, even in pharma (note: I was there!)

Before I move on to a brief suggestion of what I’d like to see in the future for an IDEAL conference structure, a few other small notes:

– The Bridgewater NJ Marriott facility was pretty decent for this event. Easy to get to, perfectly adequate and convenient meeting rooms. The victuals were not quite up to the standard that I’ve seen in other events, but I’m sure that can be fixed. Wi-Fi was present and simple to login to, though I think we overwhelmed it a bit, esp. when the video stream was active.

– We had a great tweetup at the Maggiano’s restaurant across the street, sponsored generously by PixelsandPills. This was, to my knowledge, the biggest pharma tweetup  ever, and the discussion was loud and lively. Non-conference attendees traveled, in some cases, quite some distance to be there.

– The two pre-conference workshops (disclosure: I co-led one of them, with Zoe Elliott and Denise Barrett Quigley) helped set the table by incorporating creative table brainstorming exercises, to move away from the more traditional strictly didactic approach. This was very popular, and there was some Twitter back-channel trash-talking going on between the rooms as to which session was really better (note: ours was, of course! :>} As much as I really like Jon Richman and Fard Johnmar, who were leading that “other” session).

Now – based on this experience and the many other conferences I’ve attended in recent years – what would be the ideal conference structure for a pharma conference as we try to transform the way we gather and learn? Here are some of my ideas for a 3-day format that will incorporate both traditional and unconference elements:

:: Mornings: Mix of didactic sessions, with panel and audience discussions, addressing specific themes.

:: Afternoons: Conference organizers/advisors gather the main themes that arose and weave them into guided Town Hall discussions (unconference style)

:: Live video-cast of one or two key sessions daily

::Tracks:

Day 1 – Track: (traditional) eMarketing and integrated marketing. Track: Social Media. Keynote: Newest Trends. Combined Town Hall in afternoon. Evening: Social Mixer with some sort of fun event woven in (encourage informality)

Day 2 – Track: Regulatory/Legal/Gov’t issues. Track: New Technologies/Vendor Presentations. Keynote: ePatient Perspective. Combined Town Hall in afternoon. Evening: Tweetup

Day 3 – Track: eMarketing & social media in other industries. Track: Semi-structured Person-to-Person Networking opportunities. Keynote: Major Pharma Executive Industry Perspective. Combined Town Hall in afternoon.

…or something like that. The format should allow us to draw a wider audience, hopefully including regulators for part of the time, and by providing on-line streaming and interactive opportunities, to reach a broader audience with specific professional (and thematic) interests.

Someone grab these ideas and make it so. Because I guarantee – I’ll be there!

Thanks to Jason Youner of ExL (and his crew), Shwen Gwee for organizing, and all of the many participants who decided to engage in this experiment together. It was a blast!

chillaxPicture credits for Erik Hawkinson, Marc Monseau, Craig DeLarge, and table group: Jay Bryant.

* OK, so here’s a sample of soccer slides :>}

Oh – and we must not forget this hilarious video about the collision of social media and Legal/Regulatory from Nalts!

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Pharma Social Media resources: SocialRx

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I had the pleasure, this week, of attending the Digital Pharma conference (sponsored by eXL Pharma) in Princeton, NJ. I’ve been to a number of conferences over the past years that did not meet expectations. This one, however, EXCEEDED my expectations.

This conference was about the use of new media (esp. Web 2.0/Social Media) in pharma marketing, a topic near and dear to me.

The speakers, on balance, were solid and knowledgeable. As usual, in a setting like this, there were some who were just spewing platitudes and generalities, but some were quite engaging and well-informed.

I “live-blogged” the conference (first time I’ve done this) and the experiment was a great success – not the the least reason being that it forced me to stay engaged as I uploaded the messages in real-time to the Impactiviti blog. If you’d like a summary of the sessions, you can start with this link to the first one, and then scroll “up” to the various others.

I also was invited to speak on a panel, and showed the attendees how tools such as live-blogging and Twitter were being used (by me and handful of others attending) to interact and share with the “outside world” during the conference.

Some interesting statistics and resources were shared. Here is a list of related links that you might find interesting:

Internet Surpasses Doctors as the Top Source of Health Information (from Manhattan Research).

AstraZeneca digs into the Cause of Non-Adherence

Why Pharma fears Social Networking

Web portals open up pipelines of Information to Consumers

Marc Monseau (of J&J’s corporate blog JNJ BTW) on Healthcare Companies and the Social Web.

More resources–

FREE upcoming webinar: E-Detailing in a Web 2.0 world. Info here.

You may wish to purchase the “Social Media Pharma Marketing” Supplement to Pharma Marketing News. Click here for more details — including a table of contents and link for ordering the pdf file online. If you order it, use the discount code SMM444JM and get $17 knocked off the list price of $29.95!

You may wish to purchase the “ePharma Marketing Special Supplement, Vol. 2 Sec. 1 & 2” Supplement to Pharma Marketing News. Click here for more details — including a table of contents and link for ordering the pdf file online. If you order it, use the discount code sep268 and get $15 knocked off the list price of $29.95!

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