Pharma Marketing News Vol. 10, No. 5: 10 MARCH 2011

Vol. 10, Issue No. 5: 10 MARCH 2011 – EXECUTIVE SUMMARY
SURVEY: Use of Twitter by Pharma Employees

CONTENTS
(Click on titles to see a summary and link to each item)

• Pharma Twitter Pioneers Recognized
• Evidence-Based Pharma Marketing
• Astrazeneca’s Twitter Survey: Will They Share Some Results?
• Method Acting for Real Patients Who Play Themselves on Pharma YouTube Channels

Article Summaries Pharma Twitter Pioneers Recognized
Employees with Personal Twitter Accounts

More and more pharmaceutical company employees are using Twitter. Many are using personal Twitter accounts and some also are responsible for corporate Twitter accounts. These employees can be influential ambassadors among the public and have an opportunity — maybe even a responsibility — to help improve the company’s reputation.

Last year, @pharmaguy recognized pharma social media pioneers based on their efforts to implement social media marketing campaigns or to champion social media awareness and knowledge within their companies. This year, Pharmaguy is looking at pharma employees who have personal Twitter accounts, how they use these accounts, who follows them and whom they follow, and how influential they are.

This article is an introduction to the first round of members of this group.

Topics include:

• Can Twitter Improve Pharma’s Reputation?
• Social Media Guidelines for Employees
• Who Is Tony Jewell?
• Table: List of Pharmaguy Twitter Pioneers
• How to Qualify to Be on the List
• Pioneer “Klout”
• Chart Showing the Number of Twitter Followers of Pharmaguy Twitter Pioneers
• Who Do Pioneers Follow?
• Chart: Pharmaguy Twitter Pioneer Followers vs. Following
• PeerIndex
• More Twitter Pioneers Sought

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Evidence-Based Pharma Marketing
For marketing professionals, market access is the key to success. Doctors, payers and consumers are asking for value based on evidence. Being able to prove the value of a particular product may be the best method for increasing sales. Pharma marketing executives need the tools and knowledge necessary to use scientific and health outcomes data for proving product value and gaining market access.

Listen to this podcast conversation with Preeti Pinto, Principal at Preeti Pinto Consulting, LLC and former Executive Director & Head of Promotional Regulatory Affairs at AstraZeneca US, about the use of comparative effectiveness and health outcomes data in the support of drug promotion to physicians, payers, and consumers.

Some Questions/Topics Discussed

• Let’s define what we mean by evidence-based marketing in the context of the pharmaceutical industry.
• Why do you think that Evidence Based Marketing is the future of Drug Promotion?
• How are pharma companies communicating such information now and is the information adequate?
• What value does comparative effectiveness data add to new products vs. costs when these products are compared to other approved therapies or generics?
• What are customers demanding? Are their needs being met?
• What do you think prevents pharma companies from communicating such information? Is FDA regulations standing in the way?

Listen here: http://bit.ly/PMT130

Astrazeneca’s Twitter Survey: Will They Share Some Results?
@astrazeneca is currently asking its Twitter followers (of which it has over 5,000) to fill out an online survey hosted on SurveyMonkey.

What is AZ interested in learning from its followers? Will They Share Some Results?

Read more here: http://bit.ly/AZsurvpostMethod Acting for Real Patients Who Play Themselves on Pharma YouTube Channels
The InPharm post “Sanofi shifts video focus to YouTube” confirmed my belief that the pharmaceutical industry saves money by using almost FREE social media tools like Twitter, Facebook, and YouTube for its online communication needs. It can scrap expensive, custom-designed, standalone video Web sites, post videos to YouTube instead, and save money.

Pharma is also using real patients in these videos. On the “sanofi-aventis TV” English YouTube channel, the opening scene of the video titled “Living in the Shadow of Atrial Fibrillation” shows a man painting his living room. Suddenly, he falls off the ladder and for several seconds we see him breathing with difficulty, sweating, and grabbing his chest on the floor. Pretty dramatic.

It turns out that the scene is played by a real patient re-enacting a real event in his life. His wife, however, is played by an actress. I guess some patients are born actors, some not so much.

See the video here: http://bit.ly/SApatactor