{"id":4759,"date":"2011-09-22T00:00:00","date_gmt":"2011-09-22T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2011\/09\/22\/pmnissue1014sep2011archive\/"},"modified":"2019-02-18T19:34:54","modified_gmt":"2019-02-18T19:34:54","slug":"pmnissue1014sep2011archive","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissue1014sep2011archive\/","title":{"rendered":"Pharma Marketing News Vol. 10, No. 14: 22 September 2011"},"content":{"rendered":"<p><b>Vol. 10, Issue No. 14: 22 SEPTEMBER 2011 &#8211; EXECUTIVE SUMMARY<\/b>Boehringer vs Facebook Social Media Socialism                What can be done with dedicated resources and some creativity<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/TerraCottaWarriors.jpg\" style=\"text-align: right;\" width=\"180\" vspace=\"8\" border=\"0\" alt=\"Warriors\" align=\"right\" height=\"168\" hspace=\"8\"\/>Now that Facebook&#8217;s new commenting policy is forcing every pharmaceutical to rethink it&#8217;s Facebook strategy &#8212; ie, take down all disease-specific pages but keep corporate pages &#8212; many drug companies are revising their corporate FB pages. <\/p>\n<p> Boehringer-Ingelheim (BI) stands out in its attempt to stand out from the social(ist) cookie-cutter crowd of pharma FB pages. Shows what you can do with dedicated resources and creativity.<\/p>\n<p>Compare BI to Pfizer FB pages here: <a style=\"color: #993300;\" track=\"on\" href=\"http:\/\/bit.ly\/oFzZfe\" shape=\"rect\" linktype=\"link\">http:\/\/bit.ly\/oFzZfe<\/a><\/p>\n<p>BI continues &#8220;pushing the envelope outside the boundaries&#8221; in social media. It recently created a YouTube video that spoofs efforts to pronounce the company&#8217;s name through &#8220;word of mouth&#8221; (WOM) marketing. See &#8220;<a style=\"color: blue; text-decoration: underline;\" track=\"on\" shape=\"rect\" href=\"http:\/\/bit.ly\/pdEXiT\" linktype=\"link\">BI&#8217;s Famously Buxom and Unpronounceable YouTube Video<\/a>.&#8221;           New Big Pharma Economies of Scale        Less Patients Needed to Reach Blockbuster Sales<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Pats_Needed_Blockbuster_180x216.jpg\" style=\"text-align: right;\" width=\"180\" vspace=\"8\" border=\"0\" alt=\"Patients Needed\" align=\"right\" height=\"216\" hspace=\"8\"\/>&#8220;Meet the new blockbuster,&#8221; reports the Wall Street Journal; ie, drugs that treat intractable diseases afflicting &#8220;small numbers of patients shown by testing to likely benefit from the drug.&#8221;<\/p>\n<p>One such drug is Pfizer&#8217;s Xalkori (crizotinib), a &#8220;newly approved for a rare form of lung cancer, for which Pfizer plans to charge $115,200 a year per patient.&#8221;<\/p>\n<p>At that rate, Pfizer needs only about 9,000 patients worldwide to generate $1 billion in annual sales of Xalkori.<\/p>\n<p>Does the new drug development &#8220;paradigm&#8221; require a new marketing paradigm as well?<\/p>\n<p>Find out more here: <a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/bit.ly\/ntyU0B\" linktype=\"link\">http:\/\/bit.ly\/ntyU0B<\/a>           Orphan Drugs Now &#8220;Where the Money Is,&#8221; Says Willie Sutton&#8217;s Ghost                <img loading=\"lazy\" decoding=\"async\" height=\"182\" border=\"0\" hspace=\"8\" style=\"text-align: right;\" width=\"191\" alt=\"Willie Sutton's Ghost\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/WillieSuttonPharma_180x160.jpg\" align=\"right\"\/>When a dumb reporter asked &#8220;Willie&#8221; Sutton, the famous bank robber, why he robbed banks, he is reported to have said &#8220;Because that&#8217;s where the money is.&#8221; Duh! <\/p>\n<p> Until a few years ago, if you asked a pharmaceutical company executive why his or her company developed and marketed an &#8220;orphan drug&#8221; &#8212; ie, a drug for a disorder affecting fewer than 200,000 people in the U.S. &#8212; you would likely have gotten a response such as &#8220;because there is an unmet medical need&#8221; or something similar. <\/p>\n<p> Today, however, orphan drugs also have the potential to turn into blockbusters; ie, be where pharma&#8217;s money is at.<\/p>\n<p>Read more here: <a style=\"color: #993300;\" track=\"on\" href=\"http:\/\/bit.ly\/oKeCfe\" shape=\"rect\" linktype=\"link\">http:\/\/bit.ly\/oKeCfe<\/a>           Pharma&#8217;s Physician Bailout        On Average, Pharma Pays Every US Physician Over $750 Per Year<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" height=\"147\" border=\"0\" hspace=\"8\" width=\"180\" style=\"text-align: right;\" alt=\"Phys Bag of Money\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/PhysBag-o-Money1.jpg\" align=\"right\"\/>The pharmaceutical industry has been very generous in making payments to physicians. <\/p>\n<p>Last year (2010), for example, a mere dozen pharmaceutical companies paid $760 million to physicians and other health care providers for consulting, speaking, research and expenses, according to ProPublica&#8217;s &#8220;Dollars for Docs&#8221; project. ProPublica has taken &#8220;translucent&#8221; &#8212; ie, difficult to analyze &#8212; data reported by pharmaceutical companies and created a single database that makes comparisons simple. <\/p>\n<p> The database contains information about payments made to about 500,000 doctors. That&#8217;s about half of ALL doctors in the US (including Peurto Rico), which averages about $1,520 per doctor (or about $760 per EVERY doctor in the US).<\/p>\n<p>Find out which companies pay the most to physicians here: <a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/bit.ly\/pnzydc\" linktype=\"link\">http:\/\/bit.ly\/pnzydc<\/a>          <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to Volume 10, Issue #14 (22 SEPTEMBER 2011) 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":[60,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pharma Marketing News Vol. 10, No. 14: 22 September 2011 - 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\/pmnissue1014sep2011archive\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pharma Marketing News Vol. 10, No. 14: 22 September 2011 - 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