Articles

On May 22, 2012, Pfizer and Eating Well Media Group, publisher of Eating Well magazine, announced the launch of Pfizer's Lipitor For You "Recipes 2 Go" mobile application, marking the first time Pfizer has released a consumer mobile app for a prescription product in the U.S. Was It a 'Bad Ad' or Just a Bad Idea?

Unless taken, medicines don't work. Lack of medication adherence is a major issue contributing to poor health outcomes and higher costs. HealthPrize Technologies believes it has at least part of the solution, which is to provide an innovative approach with an online and mobile-based program that is fun, engaging and educational. This article summarizes the results of a six-month asthma and chronic obstructive pulmonary disease (COPD) pilot study in which HealthPrize partnered with RealAge to test patient engagement with the HealthPrize online and mobile platform.

Welcome to Volume 11, Issue #4 (19 APRIL 2012) of Pharma Marketing News.

Laura Kolodjeski (@lkolodjeski), Community Manager for Sanofi US Diabetes, sent me a Twitter DM announcing the launch of Diabetapedia (di-ah-bee-tah-pee-dee-ah), a new site 'to help meet educational needs of diabetes community.' According to Laura, the goal is to create 'a single, comprehensive place where anyone can find and share definitions of diabetes-related terms and phrases.' The site's tag line is 'Diabetes doesn't define you... so define diabetes.'

Welcome to Volume 11, Issue #4 (19 APRIL 2012) of Pharma Marketing News.

As reported by Nielsen, direct-to-consumer (DTC) advertising spending by the pharmaceutical industry was down by 1% compared to 2010. I did a little exercise to predict that DTC spending in 2012 will see a further 3% decrease compared to 2011 solely due to an expected drop in Lipitor advertising. Here's how I came up with that estimate.

Welcome to Volume 11, Issue #4 (19 APRIL 2012) of Pharma Marketing News.

'Just when we are overrun with the need for content & media strategies of every type from search to email to website to video to social to mobile, now we have the opportunity to contemplate an infographics strategy,' said Craig DeLarge, Director, Healthcare Professional Relationship Marketing at Novo Nordisk. Infographics have found a home on Pinterest, a content sharing, social media service that allows members to 'pin' images, videos and other objects to thematic pin boards.

This article reviews two recently published and important guidances from the FDA that concern the dissemination of drug information to consumers.

Although many pharmaceutical companies actively use Twitter and other social media tools to push out positive news about their companies and products, very few use these tools for systematic support of patients who depend upon their drugs, which may be short supply.