{"id":6754,"date":"2010-10-04T14:06:00","date_gmt":"2010-10-04T14:06:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/pharma-brands-benefit-from-mack-attacks\/"},"modified":"2019-02-21T01:21:29","modified_gmt":"2019-02-21T01:21:29","slug":"pharma-brands-benefit-from-mack-attacks","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pharma-brands-benefit-from-mack-attacks\/","title":{"rendered":"Pharma Brands Benefit from “Mack Attacks” Say Attendees at DigiPharma EU"},"content":{"rendered":"

Last week I attended the DigiPharm EU conference in London and had a great time meeting old friends and people I have only interacted with through social media such as Twitter and FaceBook. Several EU pharma people presented at the conference, including candidates for the Pharmaguy Social Media Pioneer Award<\/b><\/a>. I’ll have more to say about these people and their presentations later, but right now I’d like to focus on me.<\/p>\n

First of all, I gained 2 lbs! It was the English comfort food I was exposed to at a couple of tweetups and during the buffet lunch at the conference. Food such as bangers and mash, roasted pork belly, and Shepherds pie. And the drinking!<\/p>\n

<\/a><\/div>\n

I blame it all on Alexandra Fulford<\/b> (@pharmaguapa<\/a>) and Sam Walmsley<\/b> (@sammielw<\/a>), two English women who are my new best friends on FaceBook.<\/p>\n

Alexandra coined her Twitter handle after some Spanish guy said she was “muy guapa,” which means “very pretty.” Of course, I immediately said I was going to reserve “pharmaguapo<\/a>” — handsome pharmaguy — as a new twitter handle.<\/p>\n

I don’t think anyone in Spain would say I was “muy guapo,” but Miguel A. Tovar<\/b> (@blogaceutics<\/a>), who is a native of Barcelona, was happy to see me and I him.<\/p>\n

Alexandra likes to cook and gave me some Aromat Savoury Seasoning, which I smuggled back to the US. I used it last night to season my roasted chicken and salad. Alexandra, meanwhile, cooks Bangers and Mash for her lunch! I look forward to having Alexandra on my BlogTalkRadio show as a guest and learn more about her pharma-related expertise. We’ll also talk about cooking.<\/p>\n

Sam Walmsley and I shared an interesting Q&A session at the DigiPharm conference. Sam is the head of digital & social media at Chandler Chicco Companies, an advertising agency. One question Sam came up with was “Did a ‘Mack Attack’ help your brand?” <\/p>\n

I didn’t have to explain what a “Mack Attack” was because I had just finished my presentation (find it here<\/a>), which included a reference to my famous attack against Novo Nordisk’s Levemir-branded tweet (see “Novo Nordisk’s Branded (Levemir) Tweet is Sleazy Twitter Spam!<\/a>“). I don’t know if that attack helped Levemir sales, but I am sure it helped drive traffic to the @RaceWithInsulin Twitter account and Ambre Morley<\/a> (@ambremorley), Associate Director of Product Communications at Novo Nordisk always favorably refers to me in her presentations.<\/p>\n

Surprisingly, practically everyone agreed that a “Mack Attack” helps brands. Judith von Gordon, Head of External Communications at Boehringer Ingelheim, commented that BI experienced a “Mack Attack” in relation to its COPD Youtube channel (see “Danica Patrick: NASCAR Driver, Super Model, Superbowl Lingerie Ad Model, & COPD Spokesperson All Rolled Into one!<\/a>“). <\/p>\n

“The ‘Mack Attack’ helped us internally tremendously,” said von Gordon. “Our US colleagues cried ‘fire’ and as a consequence I had three US lawyers [contact me] complaining about what headquarters in Europe was doing.” It turns out that the US lawyers were “terrified that the FDA would see the Mack Attack.” <\/p>\n

von Gordon said BI learned from this experience. “The [Mack Attack] helped us define our position,” said von Gordon, “what can we do, how far can we go. More importantly, we learned we can contact John and have a debate on his website (see “Pharma on Twitter: Boehringer Ingelheim<\/a>“).”<\/p>\n

I was very happy to hear von Gordon’s comments and hope that all the pharma “victims” of a “Mack Attack” agree with her. But you don’t have to be a Mack Attack victim to be a guest on my Pharma Marketing Talk show<\/a> or a candidate for the Pharmaguy Social Media Pioneer Award<\/b><\/a>. Just send a message to pharmaguapo@pharma-mkting.com<\/a> and ask if you qualify!<\/p>\n","protected":false},"excerpt":{"rendered":"

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