{"id":2204,"date":"2016-04-26T00:00:00","date_gmt":"2016-04-26T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.comindex.php\/2016\/04\/26\/pinup-042616\/"},"modified":"2019-02-06T02:14:29","modified_gmt":"2019-02-06T02:14:29","slug":"pinup-042616","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/","title":{"rendered":"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification"},"content":{"rendered":"

Pharma Industry News Update<\/b>: 26 April 2016<\/p>\n\n

FDA AdComm Deals Blow to “Patient Power” Re: Experimental Duchenne Drug<\/b>
An FDA advisory panel voted Monday that a drug from Sarepta Therapeutics was not effective for treating Duchenne muscular dystrophy, a rare and fatal muscle-wasting disease. About 13,000 children, mostly boys, are afflicted. <\/p>\n

The vote came after a daylong session punctuated by emotional pleas from dozens of parents and their children, some of whom appeared in wheelchairs, to describe how the Sarepta drug, called eteplirsen, made a substantial difference in clinical trials. Their testimony was balanced by presentations from US Food and Drug Administration staff who took a dim view of the Sarepta trial data.
\u00a0More details can be found here<\/a>. <\/p>\n\n

A Roadmap for Pharma to Staging Virtual Medical Conferences<\/a><\/b>
There can hardly be a pharma brand team on the planet that does not include medical conference participation in its annual brand plan.\u00a0
Participation at conferences and events is a core marketing, medical and communications activity accounting for millions of budgeted Euros annually. Hence, it is no surprise that the last three years have witnessed the pharma industry’s growing interest in virtual conferencing, particularly in the context of medical society events. <\/p>\n

However, for the majority of pharma companies, interest has yet to translate into business-relevant strategies or initiatives. Why?
Find out here<\/a>. <\/p>\n\n

“Desperate Turds” Print Ad: How Long Have They Been Trapped Inside That A-Hole?<\/a><\/b>
I recently came across a Dulcolax Laxative print ad, which ran in Singapore newspapers and bus shelters and which was on a 2014 shortlist under the outdoor category at Lions Health. Creative advertising people have labeled the ad “Desperate Turds.” <\/p>\n

Yep! It’s a view of turds trapped inside an A-hole! The tagline — along with a photo of a Dulcolax Laxative package — is expressed in a turd’s thought balloon: “Only you can set them free”. <\/p>\n

As is often the case with OTC drug ads, the “Desperate Turds” ad misrepresents the effectiveness of Dulcolax Laxative to treat occasional constipation.
Found out why it misleads here<\/a>. <\/p>\n\n

Social Media Failed to Do the Job, So Biogen Turned to DTC to Promote Tecfidera<\/a><\/b>
Biogen CEO George Scangos told investors the company’s direct-to-consumer advertising campaign for its multiple-sclerosis drug Tecfidera was designed to address “low awareness” for the drug. <\/p>\n

“We were surprised, actually, at the beginning by the low awareness among patients of Tecfidera,” Scangos said during Biogen’s first-quarter earnings call Thursday, “and we had data suggesting that when patients did learn about Tecfidera and went to their physician to discuss it, they often had it prescribed.” <\/p>\n

Scangos would not say whether that heightened awareness from the DTC campaign translated into more sales. He said the drugmaker plans to give investors an update on the campaign during its next quarterly earnings call.
More here<\/a>. <\/p>\n\n

Gamification Pointsification Pontification<\/a><\/b>
<\/a><\/b>
“Gamification has a perennial presence at health tech conferences, but never seems to take central stage,\u201d noted Jonah Comstock on mobilehealthnews. <\/p>\n

Gamification is also a buzzword often heard at pharma industry conferences (see here). Not only hasn’t gamification taken “center stage” in the pharmaceutical industry, it is, IMHO, at the trough of disillusionment of the Gartner hype cycle (read “Is Pharma Gamification Dead in the Water?<\/a>“). <\/p>\n

One way that Comstock cited to \u201cprod along\u201d gamification is through \u201cpointsification\u201d, or \u201capps where the only game-like strategy is the use of badges and points to motivate people.\u201d Charlie Schroder, a Silicon Valley digital strategist and consultant, said at the HIMSS16 conference: <\/p>\n

\u201cIn Silicon Valley we\u2019ve played around with a number of incentives including cash rewards versus badges and points, and badges and points win out every time over cash, over anything tangible, and it\u2019s across every demographic.\u201d <\/p>\n

Interesting. Of course, it all depends on how one “plays around with incentives.”
Find out what I mean by that here<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"

Welcome to the April 26, 2016, edition of Pharma Industry News Update (aka PinUp). PinUp is published every Tuesday and Friday as part of your Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources.<\/p>\n","protected":false},"author":2,"featured_media":2455,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[],"topic":[],"acf":[],"yoast_head":"\nPinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Welcome to the April 26, 2016, edition of Pharma Industry News Update (aka PinUp). PinUp is published every Tuesday and Friday as part of your Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-26T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-06T02:14:29+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2016\/04\/PharmaGamificationGartnerChart.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"519\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/\",\"name\":\"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2016-04-26T00:00:00+00:00\",\"dateModified\":\"2019-02-06T02:14:29+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/","og_locale":"en_US","og_type":"article","og_title":"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification - Pharma Marketing Network","og_description":"Welcome to the April 26, 2016, edition of Pharma Industry News Update (aka PinUp). PinUp is published every Tuesday and Friday as part of your Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources.","og_url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/","og_site_name":"Pharma Marketing Network","article_published_time":"2016-04-26T00:00:00+00:00","article_modified_time":"2019-02-06T02:14:29+00:00","og_image":[{"width":800,"height":519,"url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2016\/04\/PharmaGamificationGartnerChart.jpg","type":"image\/jpeg"}],"author":"Pharma Guy","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Pharma Guy","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/","url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/","name":"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification - Pharma Marketing Network","isPartOf":{"@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website"},"datePublished":"2016-04-26T00:00:00+00:00","dateModified":"2019-02-06T02:14:29+00:00","author":{"@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1"},"breadcrumb":{"@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/"]}]},{"@type":"BreadcrumbList","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup-042616\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/"},{"@type":"ListItem","position":2,"name":"PinUp: FDA AdComm v. Patient Power, Virtual Medical Conferences, Desperate Turds, Pointsification"}]},{"@type":"WebSite","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website","url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/","name":"Pharma Marketing Network","description":"Pharma Marketing Network","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1","name":"Pharma Guy","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/","url":"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g","contentUrl":"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g","caption":"Pharma Guy"},"description":"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.","url":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/"}]}},"_links":{"self":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/2204"}],"collection":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/comments?post=2204"}],"version-history":[{"count":1,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/2204\/revisions"}],"predecessor-version":[{"id":2456,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/posts\/2204\/revisions\/2456"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/media\/2455"}],"wp:attachment":[{"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/media?parent=2204"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/categories?post=2204"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/tags?post=2204"},{"taxonomy":"topic","embeddable":true,"href":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-json\/wp\/v2\/topic?post=2204"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}