{"id":4172,"date":"2009-07-01T00:00:00","date_gmt":"2009-07-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2009\/07\/01\/pmnissuejunjul09archive-bak\/"},"modified":"2019-02-18T18:41:41","modified_gmt":"2019-02-18T18:41:41","slug":"pmnissuejunjul09archive-bak","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissuejunjul09archive-bak\/","title":{"rendered":"Pharma Marketing News Vol. 8, #6"},"content":{"rendered":"<p>  <b>Vol. 8, No. 6: June\/July 2009 &#8211; EXECUTIVE SUMMARY<\/b> <\/p>\n<p> Welcome to the JUNE\/JULY 2009 issue of <i>Pharma Marketing News<\/i>. This is the Executive Summary version. See <b><a href=\"#summaries\">Article Summaries<\/a><\/b> below.<\/p>\n<p>Thank you for being a reader of <i>Pharma Marketing News<\/i>. To improve this service, I urge you to take the online <b><a href=\"http:\/\/www.surveymonkey.com\/s.aspx?sm=6jmT1pEROo4RJn7OU0rARg_3d_3d\">Reader Feedback Survey<\/a><\/b> and tell me your thoughts. I have already gotten some great ideas from readers!<\/p>\n<p\/><b><a href=\"http:\/\/ui.constantcontact.com\/d.jsp?m=1101160195897&amp;p=oi\" target=\"_blank\" style=\"font-family:Verdana,Geneva,Arial,Helvetica,sans-serif; font-size:13px; color:#000000;\">Subscribe Now<\/a><\/b> and get the current and future issues delivered FREE by e-mail every month!<\/p>\n<p>Also get <b>DISCOUNTS ON SPECIAL SUPPLEMENTS!<\/b>  <\/p>\n<p>Sincerely.<\/p>\n<p>John Mack, Publisher &amp; Editor<br \/> Pharma Marketing News<br \/><a href=\"mailto:editor@news.pharma-mkting.com\">editor@news.pharma-mkting.com<\/a><\/p>\n<hr\/>\n<p> <b>CONTENTS<\/b> <\/p>\n<ul type=\"CIRCLE\">\n<li>Up Front: <a href=\"#pmn86-00\">Whither Twitter for Pharma?<\/a><\/li>\n<li><a href=\"#pmn86-01\">Pharma Marketers Dive Deeper Into Social Media<\/a>: The Good, the Bad, &amp; the Ugly Case Studies<\/li>\n<li><a href=\"#pmn86-02\">How Should Pharma Engage in Social Networks?<\/a>: Thoughts on Best Practices<\/li>\n<li><a href=\"#pmn86-03\">FDA Draft Guidance on Risk<\/a>: Reading the Tea Leaves<\/li>\n<\/ul>\n<hr\/>\n<p> <b>Article Summaries<\/b>  <\/p>\n<p><b>Up Front<\/b>                          <b>Whither Twitter for Pharma?<\/p>\n<p><\/b>                              <img loading=\"lazy\" decoding=\"async\" alt=\"Dead Bird\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Twitter_is_Dead.jpg\" align=\"left\" border=\"0\" height=\"150\" width=\"150\"\/>Twitter is growing by leaps and bounds!<\/p>\n<p>According to comScore Media Metrix data, there were 17 million U.S. visitors to Twitter.com during April, 2009. This represents an 83% gain vs. March and a 3,000% gain vs. year ago. Neilsen, on the other hand, estimates there was a 1,448 percent increase between May 2008 and May 2009.<\/p>\n<p>All this makes Twitter attractive to pharmaceutical marketers. But can pharma&#8217;s Twitter campaigns reach a significant number of people? Will they reach the right people? Is Twitter even appropriate for branded messages?<br \/>                                                      Download this article and read the details here:<br \/><a track=\"on\" href=\"http:\/\/www.news.pharma-mkting.com\/PMNews_86_UpFront.pdf\" linktype=\"link\">http:\/\/www.news.pharma-mkting.com\/PMNews_86_UpFront.pdf<\/a>                                                      <\/p>\n<\/p>\n<p><strong>Pharma Marketers Dive Deeper Into Social Media<\/strong>The Good, the Bad, and the Ugly Case Studies<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"Deep Dive\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/deep-dive.jpg\" align=\"right\" border=\"0\" height=\"115\" width=\"142\"\/>There are literally dozens of pharma companies with their toes in the waters of social media, which include blogs, YouTube videos, Facebook pages, Twitter accounts, etc. Only a few intrepid pharmaceutical companies, however, have dived deeper.<\/p>\n<p>This article focuses in some detail on three interesting pharma social media initiatives: (1) Procter &amp; Gamble&#8217;s Asacol Community for Ulcerative Colitis Patients; (2) Novo Nordisk&#8217;s Levemir-branded Race With Insulin Twitter account; and (3) UCB&#8217;s sponsored epilepsy community on the PatientsLikeMe website. One of these is a good example of how pharma marketers can leverage social media, one is bad, and the other is just plain ugly! In baseball, one hit out of three at-bats isn&#8217;t bad, but for marriages and social pharmaceutical marketing it&#8217;s not that good.<\/p>\n<p>Topic headings include:<\/p>\n<ul>\n<li>A Faux, Dysfunctional Community<\/li>\n<li>More Serious Problems<\/li>\n<li>What a REAL UC Community Looks Like<\/li>\n<li>UCB&#8217;s Sponsorship Partnership with PatientsLikeMe<\/li>\n<li>Pharmacovigilance is Key<\/li>\n<li>&#8220;Race with Insulin&#8221; Branded Twitter Account<\/li>\n<li>The Three Big Pharma Companies &amp; Social Media<\/li>\n<li>FDA Safe, But&#8230;<\/li>\n<li>A Reminder Tweet<\/li>\n<li>Is It Spam?<\/li>\n<li>Missed Opportunity to Educate<\/li>\n<\/ul>\n<p>                          <b>Order and pay for this reprint now using your credit card&#8230;<\/b><\/p>\n<p\/><b>ONLY $9.95<\/b><br \/>Download PDF file immediately after paying: <\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;i=PMN86-01&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/btn_cart_LG.gif\" border=\"0\" alt=\"Add to Cart\"\/><\/a><\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2009\/04\/ej_view_cart.gif\" border=\"0\" alt=\"View Cart\"\/><\/a>]]><\/p>\n<\/p>\n<p><strong>How Should Pharma Engage in Social Networks?<\/strong> Thoughts on Best Practices<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"Shouting\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/face-to-faceShouting.jpg\" align=\"right\" border=\"0\" height=\"100\" width=\"150\"\/>The pharmaceutical industry is currently experimenting with social media as a channel for promoting products and\/or enhancing disease awareness. Some of these efforts have been less than stellar, while others have been exemplary (see &#8220;Pharma Marketers Dive Deeper Into Social Media&#8221;). <\/p>\n<p>Each pharmaceutical company should have its own guidelines for best practices in the social media space. <\/p>\n<p>Pharma companies can either develop best social media practices by learning from mistakes and public criticism (eg, see &#8220;Novo Nordisk&#8217;s Branded (Levemir) Tweet is Sleazy Twitter Spam!&#8221;; http:\/\/tinyurl.com\/m8ftr5) or through discussion and analysis of specific issues. To assist in that discussion, Pharma Marketing News provided two forums:<\/p>\n<ol>\n<li>An ePharma Pioneer Club members-only discussion of the first-ever pharma branded Tweet (see &#8220;Pharma Twitter Best Practices&#8221;; <a track=\"on\" href=\"http:\/\/tinyurl.com\/maoxom\" linktype=\"link\">http:\/\/tinyurl.com\/maoxom<\/a>), and<\/li>\n<li>The &#8220;<a track=\"on\" href=\"http:\/\/www.surveymonkey.com\/s.aspx?sm=FJQ9BnuotnrBCGEWGu_2bUCg_3d_3d\" linktype=\"link\">How Should Pharma Engage in Patient\/Physician Social Networks?<\/a>&#8221; survey, which explores issues relating to pharma advertising and engagement in social networks.<\/li>\n<\/ol>\n<p>This article focuses on presenting a summary of the above-mentioned survey, including comments from respondents. The results are not meant to offer a scientifically significant analysis, but to suggest ideas that may be helpful to pharmaceutical marketers who are currently working on developing their own guidelines.<\/p>\n<p>Topics, survey results, charts include:<\/p>\n<ul>\n<li>Need for Internal Guidelines<\/li>\n<li>Branded Ad Best Practice<\/li>\n<li>FDA Guidance Needed<\/li>\n<li>Rules for Engaging in Social Networks<\/li>\n<li>A Question of Transparency<\/li>\n<li>Clearance by Legal\/Regulatory a Barrier<\/li>\n<li>Protected Peer-to-Peer Conversations<\/li>\n<li>Public Guidelines\/Policies<\/li>\n<\/ul>\n<p>                          <\/p>\n<p><b>Order and pay for this reprint now using your credit card&#8230;<\/b><\/p>\n<p\/><b>ONLY $6.95<\/b><br \/>Download PDF file immediately after paying: <\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;i=PMN86-02&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/btn_cart_LG.gif\" border=\"0\" alt=\"Add to Cart\"\/><\/a><\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2009\/04\/ej_view_cart.gif\" border=\"0\" alt=\"View Cart\"\/><\/a>]]><\/p>\n<\/p>\n<p><strong>FDA Draft Guidance on Risk<\/strong>Reading the Tea Leaves<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"Tea leaves\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/FDA-Tea-Leaves-sm.jpg\" align=\"right\" border=\"0\" height=\"147\" width=\"138\"\/>On May 27, 2009, FDA published in the Federal Register draft &#8220;Guidancefor Industry, Presenting Risk Information in Prescription Drug andMedical Device Promotion.&#8221;<\/p>\n<p>This guidance focuses almostexclusively on print and broadcast promotional ads. It is possible,however, to apply some of FDA&#8217;s &#8220;thinking&#8221; to certain kinds of Internetads such as search engine paid ads.<\/p>\n<p>This article reviews thedraft guidance with a special focus on how it may apply to the Internetand how marketers can use the comment period to raise the issue of FDAregulation of sponsored search engine ads.<\/p>\n<p>NOTE: Just for fun, try &#8220;<a track=\"on\" href=\"http:\/\/www.surveymonkey.com\/s.aspx?sm=B0ku0CaONl_2fcKZq4AZ01cw_3d_3d\" linktype=\"link\">Harry&#8217;s Drug Risk Parlor Game<\/a>&#8221; to gauge how risky you think Rx drugs are.<\/p>\n<p>Topic headings include:<\/p>\n<ul>\n<li>FDA Neglects the Internet in Its Studies<\/li>\n<li>Omission of Risk Information<\/li>\n<li>The Reasonable Consumer Standard<\/li>\n<li>Summary of Draft Guidance<\/li>\n<li>The Case of Adwords<\/li>\n<li>FDA Study on Improving Presentation of Brief Summary<\/li>\n<\/ul>\n<p>                          <\/p>\n<p><b>Order and pay for this reprint now using your credit card&#8230;<\/b><\/p>\n<p\/><b>ONLY $6.95<\/b><br \/>Download PDF file immediately after paying: <\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;i=PMN86-03&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/btn_cart_LG.gif\" border=\"0\" alt=\"Add to Cart\"\/><\/a><\/p>\n<p><a href=\"https:\/\/www.e-junkie.com\/ecom\/gb.php?c=cart&amp;cl=16826&amp;ejc=2\" target=\"ej_ejc\" class=\"ec_ejc_thkbx\" onclick=\"javascript:return EJEJC_lc(this);\"><img decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2009\/04\/ej_view_cart.gif\" border=\"0\" alt=\"View Cart\"\/><\/a>]]><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to the June\/July 2009 issue of Pharma Marketing News.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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