Medical Marketing and Media Why the Time is Ripe for Pharma to Embrace Mobile Medical Marketing and Media Go beyond the standard 300x50 or 320x50 mobile default. 300x250 ads adapt beautifully to smartphone browsing.
Most pharmaceutical services are being delivered online too such as guidance and counseling services, public pharmaceutical education among others. Many people visit the internet daily in search of knowledge ...
Online marketing 'continues to perform well for pharmaceutical companies' Zenopa This comes after the corresponding report from 2013 suggested that healthcare companies have been successfully increasing the effectiveness of their digital marketing...
comScore, Inc. , a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation consultancy Evolution Road LLC.
What’s next on the horizon for doctors and patients? Medical experts predict the biggest changes likely to occur in primary care over the next decade. [...] - Doctors will rely on Wearbale tech for Real-time Insights..
The first seems easier to understand and implement than the second.
Draft Guidance I: Correcting independent third-party misinformation about prescription drugs and medical devices
Imagine the following: You work as a sales representative in a medical device company. It has come to your attention that a blogger wrote a post that contains inaccurate information about your medical device. On the same day, you learn of a patient that has shared personal experiences with your device on a forum and misinformed other patients about the device’s use. You believe that the way that both these stories are represented may be harmful to the public health. You start typing away at your answer, informing the blogger and forum members of their mistakes. FDA guidance suggests that you should stop first and ask yourself: is it worth your while?
The FDA maintains that you have no obligation to correct any information published by a third party who is not under the firm’s control or influence. This is regardless of whether the firm owns or operates the platform on which the communication appears.
The FDA leaves this to the discretion of the pharma company or medical devices company. If the company chooses to engage in the correction of misinformation, it needs to adhere to certain approaches outlined in the guidance – for instance it cannot only correct negative misinformation written about the medical device while ignoring an overstatement of the benefits of the product.
Draft Guidance II: Internet/social media platforms with character space limitations
This FDA draft guidance is more comprehensive than the first and seems more complicated to execute. The guidance describes the FDA’s current thinking about how medical devices and drug manufacturers and marketers should present benefit and risk information of promotional materials in channels that have “character space limitations” (mainly Twitter, and “sponsored links” on search engines such as Google). The guidance does not include platforms such as Facebook and YouTube where there are no space limitations.
The main takeaway: Risk information must appear alongside risk information. Both must be presented in the same message. The FDA clearly states that having risk information on only a Twitter cover photo is insufficient and that main risk information should be included in the short message as well. If a medical company concludes that adequate benefit and risk information, as well as other required information, cannot all be communicated within the same character-space-limited communication, then the firm should reconsider using that platform for the intended promotional message. To many companies, this will be the case. To make matters more complicated, a link should be should be supplied that brings visitors to a page that is solely dedicated to risk information.
The guidance on how promotional materials should be prepared and presented goes on at length in its recommendation – using the example of a fictional drug they call NoFocus (And some people say that the FDA has no humor….).
The use of so many examples shows how complex this field is and the extent to which the FDA does not have a clear grasp of the way it should be managed.
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The US Food and Drug Administration (FDA) today released two guidance documents focused on the use of social media by members of regulated industry, including one on how companies can use the social media platform Twitter and other space-limited...
When it comes to digital health, pharmaceutical companies tend to be slow and cautious, because of the onerous risks they face from the FDA should they improperly market a drug via the internet or mobile channels. But big pharma recognizes the need to innovate and stay on top of the times as well. That’s why the trend lately has been for large pharmaceutical companies to spin out a smaller group that doesn’t do drug marketing, to test the waters and set the company up for a more robust social media, web, and mobile presence. We’ve already seen that with Johnson and Johnson’s Janssen Healthcare Innovation and with Merck’s M2i2 enterprise.
POST SUMMARY: It’s essential for pharma digital marketers to have and in depth understanding of patients including, why they chose our product, what barriers are needed to overcome to stay on therapy and how can we provide them with help and...
CliniWorks today announced a strategic alliance between and Pfizer Inc.to jointly advance the parties’ respective capabilities in working with healthcare provider organizations to identify and close clinical or quality gaps to improve population...
Can social media really play a part in curing a disease?
During this year’s DIA Annual Meeting in San Diego, I found out the answer is “yes.”
From providing platforms for open discussion and raising awareness to patient recruitment, new uses for social media are being used to further clinical research.
Patients helping patients
Several of the presentations focused on social media use in clinical trials used statistics to show what we all know about social media – that people use it to come together to find people and information that relate to their experiences.
Brian Lowe from Inspire, who creates patient communities as platforms for access to highly engaged, authentic patient populations, explained how patients are using online communities to become informed, find support and be heard. They use their stories to inspire others to seek new forms of treatment and provide support and hope to those going through similar experiences.
Other presenters, like by Melissa Mottolo, patient recruitment strategy associate from Genentech, a leading biotechnology company that discovers, develops, manufactures and commercializes medicines to treat patients with serious or life-threatening medical conditions, provided data to support the message that patients are seeking platforms for support and information related to their diseases – a 2012 PwC social media consumer survey showed that 29 percent of respondents said they use social media to access information on other patients’ experiences with their disease.
Listening – the new patient recruitment tactic
In several presentations, social listening – a method of monitoring and analyzing social media by gathering data from a variety of sources (online communities, blogs, social networks, message boards and wikis) – was advocated for use during the development of patient recruitment and retention clinical trial plans. Social listening’s value is in identifying influencers at the patient level, identifying digital spaces at a country level and by identifying health care providers and sites.
Although social media use adoption is slow, the clinical research industry is beginning to recognize its use as a new tool in patient recruitment according to Ken Getz, director and associate professor CSDD, Tufts University School of Medicine. Getz reported use of social media for patient recruitment on 10 percent of clinical trials but said according to the Tufts research he was referencing, 75 percent of the U.S. respondents expect the use of social media for recruitment to grow.