{"id":2315,"date":"2017-09-22T00:00:00","date_gmt":"2017-09-22T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.comindex.php\/2017\/09\/22\/pinup092217\/"},"modified":"2019-02-06T02:14:49","modified_gmt":"2019-02-06T02:14:49","slug":"pinup092217","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup092217\/","title":{"rendered":"PinUp: Silly Consumer Advertising, Pushing Unproven &#8220;Gamification,&#8221; Hiding Data: All in a Pharma Day&#8217;s Work"},"content":{"rendered":"<p><b>Pharma Industry News Update<\/b>: 22 Sept 2017<\/p>\n<hr\/>\n<p>        Is Pharma &#8220;Gamification&#8221; Up to Snuff?<br \/>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"500\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/09\/gamification-word-cloud.jpeg\"\/><br \/>             <b>The Pros and Cons<\/b><\/p>\n<p\/>\n<p>[From www.wearecouch.com] Gamification can be found everywhere &#8211; from boardrooms to classrooms, and even on social media. The practice has gained widespread recognition over the last few years through its incorporation into marketing, healthcare, business, politics, and technology design. Subsequently, pharma is embracing the recent trend in healthcare gamification, and utilising this technology to engage both healthcare providers (HCPs) and payers (including patients).<\/p>\n<p>Research and case studies provide evidence that healthcare gamification improves both patient compliance and health outcomes. Using gamification as part of a marketing strategy can help companies deliver their message to a wider audience and boost marketing efforts in several ways.<\/p>\n<ul>\n<li>Gamification can promote therapies.<\/li>\n<li>Gamification can increase engagement between pharma, HCPs, and patients.<\/li>\n<li>Gamification can facilitate physician education.<\/li>\n<\/ul>\n<p><a href=\"http:\/\/sco.lt\/8OuX7B\">More&#8230;<\/a><\/p>\n<p>PharmaGuy&#8217;s Insight<\/p>\n<p><p><em>The author claims that &#8220;gamification&#8221; improves patient compliance and health outcomes and that it can help pharma marketers deliver their message. Unfortunately, little evidence of this is provided. Read, for example:<\/em><\/p>\n<ul>\n<li><a href=\"http:\/\/sco.lt\/7simav\">Is Pharma Gamification Dead in the Water?<\/a><\/li>\n<li><a href=\"http:\/\/sco.lt\/7Sya93\">Gamification at Peak of Inflated Expectations &amp; Near Trough of Disillusionment<\/a><\/li>\n<\/ul>\n<p>Comments from LinkedIn Followers<\/p>\n<p><p><a id=\"ember3902\" href=\"https:\/\/www.linkedin.com\/in\/andyyeoman\/\" data-control-name=\"hover_card_entity_name\"><strong>Andy Yeoman<\/strong><\/a>, Founder and Co-director of Focus Games Ltd, said:<\/p>\n<p><em>&#8220;I agree John. Several of the examples cited here are games and not &#8216;gamification&#8217;. Getting &#8216;hard&#8217; quantitative evidence for efficacy of games isn&#8217;t easy or cheap so there isn&#8217;t much of it. But the starting point should be that the game exists, it has been tested with &#8216;real&#8217; people and it is being used by real people who have provided some feedback. That&#8217;s not so difficult. We do it with all our games.&#8221;<\/em><\/p>\n<\/p>\n<p>    <a href=\"http:\/\/www.biosimilars-northamerica.com\/PMNad\"><img decoding=\"async\" style=\"width: 600px; height: 100px;\" alt=\"Biosimilars\" src=\"http:\/\/s26.postimg.org\/lvtlmmo55\/BIOSIMS.jpg\"\/><\/a><br \/>SAVE $100 WITH YOUR ONLINE VOUCHER CODE: PMN100BNA<br \/><a href=\"http:\/\/www.biosimilars-northamerica.com\/PMNad\">AGENDA<\/a><a href=\"http:\/\/www.biosimilars-northamerica.com\/PMNad\">REGISTER<\/a><a href=\"http:\/\/www.biosimilars-northamerica.com\/PMNad\">CONTACTUS<\/a><\/p>\n<p>Asthe biosimilar industry continues to flourish, paving opportunities forcommercial progression, SMi Group presents the 4th annual BiosimilarsNorth America conference &#8211; an industry-leading event exploring noveland innovative strategies to advance development and to ensurecommercialization and optimal market access. <\/p>\n<p>Join us in a quest to answer key questionsincluding: <br style=\"color: black; font-family: Century Gothic;\"\/><\/p>\n<ul style=\"text-align: justify; font-family: Century Gothic;\">\n<li style=\"text-align: left;\">Howdo you builda biologics empire?<\/li>\n<li style=\"text-align: left;\">Howdoes the BPCIAand recentruling of the Amgen v Sandozcaseimpact next-generation bioimilar development?<\/li>\n<li style=\"text-align: left;\">What&#8217;sthe best strategy to penetratethe US biosimilars market?<\/li>\n<li style=\"text-align: left;\">Howdo you combatlegal, regulatory, and commercial obstacles to biosimilar development and launch?<\/li>\n<li style=\"text-align: left;\">Whatare the implications of the long- awaited\u00a0biosimilarinterchangeability guidance?<\/li>\n<li style=\"text-align: left;\">Whatare the latestand best technologies available?<\/li>\n<li style=\"text-align: left;\">Whathave we learned from the globalbiosimilars market?<\/li>\n<\/ul>\n<p>The event will gather high-level experts shaping up the biosimilars landscape in a booming market including: AdelloBiologics, Cassara Biotech, Dyadic International Inc, Fujifilm DiosynthBiotechnologies, Harvest Moon Pharmaceuticals USA, Medimmune Inc,Momenta Pharmaceuticals,\u00a0Norwegian Medicines Agency,Oncobiologics, Pfenex Inc, PlantFormCorp, Sandoz, Zuckerman Spaeder LLP and more!!!<\/p>\n<p><a href=\"http:\/\/www.biosimilars-northamerica.com\/PMNad\">Click here<\/a>to view the full agenda and register today with your exclusive vouchercode to save $100 off the conference price! We hope to see you in New  Jersey this November!<\/p>\n<p>        The Silliness of Direct-to-Consumer Drug Advertising<\/p>\n<p>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"500\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/09\/Silly_IBS_Ad.jpg\"\/><br \/>             <b>E.g., Allergan&#8217;s and Ironwood&#8217;s New Linzess Campaign<\/b><\/p>\n<p>[From www.fiercepharma.com] Allergan and Ironwood have introduced a new campaign for Linzess that points out the difficulty of managing too many OTC constipation treatments such as laxatives, fiber and probiotics. Computer-generated images of bottles and boxes of OTC treatments literally pile on top of people in the TV ads.<\/p>\n<p>The new &#8220;Wearing on You&#8221; campaign acknowledges the many OTC treatments, diet changes and other remedies people try when fighting stomach pain and constipation. If those aren&#8217;t working, the ads suggest, the condition may be chronic and require a prescription treatment.<\/p>\n<p><em>How silly can pharma marketers get? Is there no limit? Is it all for the judges at award ceremonies?<\/em><\/p>\n<p><a href=\"http:\/\/sco.lt\/7b9dsf\">More&#8230;<\/a><\/p>\n<p><b>Further Reading:<\/b><\/p>\n<ul>\n<li><a href=\"http:\/\/sco.lt\/7ATPm5\" rel=\"nofollow\">&#8220;Irritabelle,&#8221; The Viberzi Irritable Sidekick<\/a><\/li>\n<li><a href=\"http:\/\/sco.lt\/6c0aJd\" rel=\"nofollow\">Is Better Ad Creative on the #Pharma Horizon? Geez! I Hope So!<\/a><\/li>\n<li><a href=\"http:\/\/bit.ly\/mascotgallery\" rel=\"nofollow\">PharmaGuy&#8217;s Gallery of Drug Mascots<\/a><\/li>\n<\/ul>\n<hr\/>\n<p>        Gilead Wins 2-Year Battle &amp; Continues to Hide Hep C Drug Clinical Trial Data<\/p>\n<p>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"500\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/09\/ClinicalTrial-Data-behind-Gilead-Wall.jpg\"\/><br \/>             <b>What&#8217;s It Hiding?<\/b><\/p>\n<p>[From www.statnews.com] After a two-year battle, a pair of public health advocacy groups obtained sought-after clinical trial data from regulators for two hepatitis C treatments sold by Gilead Sciences. But they failed to gain access to the most coveted information that would allow researchers to independently verify test results which were originally generated by the company.<\/p>\n<p>The Yale Global Health Justice Partnership and Treatment Action Group sought patient-level data in order to better understand the safety and effectiveness of the two medicines. But they encountered a familiar argument from the company &#8211; as well as the Food and Drug Administration &#8211; that revealing such raw data may compromise trade secrets and patient confidentiality.<\/p>\n<p><a href=\"http:\/\/sco.lt\/8pLgaP\">More&#8230;<\/a><\/p>\n<p><b>Further Reading:<\/b><\/p>\n<ul>\n<li><a href=\"http:\/\/sco.lt\/8R5T7J\" rel=\"nofollow\">What&#8217;s Gilead &amp; FDA Hiding? Advocacy Groups Sue to Access Hepatitis C Trial Data<\/a><\/li>\n<li><a href=\"http:\/\/sco.lt\/5FuPeT\" rel=\"nofollow\">NIH-led Study to Assess Long-Term Outcome of Harvoni for Treatment of Hep-C<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to the September 22, 2017, issue of Pharma Industry News Update (aka PinUp). Pharma marketers have a difficult time thinking up &#8216;creative&#8217; ways to sell medicines and to keep patients taking their prescriptions once sold. On the front end &#8211; i.e., DTC ads &#8211; this can lead to &#8216;silly&#8217; ads seemingly designed to win awards rather than win the hearts and minds of consumers. On the back end &#8211; i.e., adherence &#8211; they grasp at any new &#8216;shiny thing&#8217; such as &#8216;gamification.&#8217; The question is, is there any proof these work?<\/p>\n","protected":false},"author":2,"featured_media":2985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PinUp: Silly Consumer Advertising, Pushing Unproven &quot;Gamification,&quot; Hiding Data: All in a Pharma Day&#039;s Work - 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\/pinup092217\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PinUp: Silly Consumer Advertising, Pushing Unproven &quot;Gamification,&quot; Hiding Data: All in a Pharma Day&#039;s Work - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Welcome to the September 22, 2017, issue of Pharma Industry News Update (aka PinUp). Pharma marketers have a difficult time thinking up &#039;creative&#039; ways to sell medicines and to keep patients taking their prescriptions once sold. On the front end - i.e., DTC ads - this can lead to &#039;silly&#039; ads seemingly designed to win awards rather than win the hearts and minds of consumers. On the back end - i.e., adherence - they grasp at any new &#039;shiny thing&#039; such as &#039;gamification.&#039; The question is, is there any proof these work?\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup092217\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-22T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-06T02:14:49+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/09\/ClinicalTrial-Data-behind-Gilead-Wall.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"440\" \/>\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=\"4 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\/pinup092217\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup092217\/\",\"name\":\"PinUp: Silly Consumer Advertising, Pushing Unproven \\\"Gamification,\\\" Hiding Data: All in a Pharma Day's Work - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2017-09-22T00:00:00+00:00\",\"dateModified\":\"2019-02-06T02:14:49+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\/pinup092217\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup092217\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup092217\/#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: Silly Consumer Advertising, Pushing Unproven &#8220;Gamification,&#8221; 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