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Pharma
Curating the writing of pharma's digital prescription
Curated by Andrew Spong
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Pharma: Cry-babies, social media resisters or victims of unclear regulatory guidance?

Pharma: Cry-babies, social media resisters or victims of unclear regulatory guidance? | Pharma | Scoop.it

'Without explanation beyond encouraging “an authentic dialogue,” Facebook has reversed a policy that allowed pharmaceutical companies proactively moderate wall comments, deciding which they would move forward and which they would delete.

 

As a result, several pharmas—Astra Zeneca, for example, and Bayer. Others, like Amgen, suspended their plans to introduce pages. The change does not apply to product-specific pages, but it does affect pages dedicated to conditions. In other words, a company making a diabetic drug can still proactively moderate comments on the page for the drug, but not on its page about “Healthy Living with Diabetes.”'

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6 challenges facing Pharma communications

6 challenges facing Pharma communications | Pharma | Scoop.it

Brian O'Riordan identifies the following challenges:

 

1) New customers in emerging markets

2) The switch to more specialised medicines

3) The growth of patient power

4) Fewer blockbusters, smaller budgets

5) Changing relationships with doctors

6) Making sense of the digital world

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Pharma needs to do less firefighting and more long-term planning

Pharma needs to do less firefighting and more long-term planning | Pharma | Scoop.it

Paul Tunnah (@pharmaphorum) says:

 

'So here’s my advice to pharma – if you’re taking a break from Facebook, why not take the time to do some long-term business planning instead?'

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Pharma and facebook: the cost of disengagement

Pharma and facebook: the cost of disengagement | Pharma | Scoop.it

Silja Chouquet (@whydotpharma) writes:

 

'The reasons to stay engaged in social media for pharma are, of course, numerous: to improve reputation, inject humanity into the stiff corporate presence, provide support and information to patients and carers…and hoping that doing all of this better than your competitors will somehow give you an advantage with your stakeholders.'

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Spicerno's comment, August 22, 2011 9:45 AM
Consumers will self advocate and put pressure on FDA...my opinion...
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AstraZeneca is staying on Facebook

AstraZeneca is staying on Facebook | Pharma | Scoop.it

Tony Jewell (@tonyjewell) of @AstraZenecaUS and @AZHelps writes:

 

'We are keeping our Facebook page for the US business.

 

Why? Because our presence on Facebook – along with this blog and @AstraZenecaUS and @AZHelps on Twitter – helps us listen to and participate in important conversations about health care in the United States.'

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Why is healthcare PR falling behind with new media?

Why is healthcare PR falling behind with new media? | Pharma | Scoop.it

Alex Butler (@alex__butler) EMEA Marketing Communications Manager, Johnson & Johnson writes:

 

"Recently healthcare communications has come under some form of attack for its lack of leadership and expertise in the field of social media. The accusation has been that they are not best placed to help pharma through the transition from an old media structure to the social business model many now accept will be needed in the future."

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Exploring the Pharma Twitterverse: Tweet Cred or Fail Whale?

Shwen Gwee (@Shwen) shares his presentation from the 2011 CBI iPharmaConnect Conference (Philly, PA, March 2011)

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Content creation: where Pharma social media goes to die

Content creation: where Pharma social media goes to die | Pharma | Scoop.it

Chris Iafolla (@PRforPharma) writes:

 

"Content creation is in many respects the linchpin of social media engagement. It is a wonder, then, that it often spells the demise of many efforts."

 

[AS: I agree strongly with Chris here. However, are there enough expert content curators to outsource to? Also, is this an unmet need that medcomms agencies should be serving?]

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Social Showdown! Boehringer, Pfizer and Sanofi US on facebook

Social Showdown! Boehringer, Pfizer and Sanofi US on facebook | Pharma | Scoop.it

Andrew Spong (@andrewspong) writes:

 

"In the first of a new series, Social Showdown! offers you the opportunity cast your vote for those presences on the social web you feel to be the best representatives of their type.

 

In light of the forthcoming changes regarding facebook comments, today we consider Pharma’s presences on facebook.

 

Boehringer, Pfizer, and Sanofi US: which company do you think is doing the best job?

 

I will say more about why I have chosen these three examples for your consideration in a subsequent post.

 

For now, let’s take a look at the pages in question.

 

Thank you for taking part in Social Showdown!"

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Pharma mobile marketer buys Hipcricket

Pharma mobile marketer buys Hipcricket | Pharma | Scoop.it

'Mobile marketing firm Augme Technologies announced this week the acquisition of mobile marketing and advertising firm Hipcricket for $44.5 million.

 

Augme’s clients notably include ten of the world’s top twenty pharmaceutical companies.'

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Pharma Twitter rankings update

Pharma Twitter rankings update | Pharma | Scoop.it
Mark Senak (@eyeonfda) writes:

"The flocking [of Pharma] to Twitter in general, and the increase in the number of feeds by some companies in particular, is exemplary of the fact that social media, by its nature, is becoming more granular. Targeted messages for targeted audiences.

It allows for the opportunity for “niche-casting” rather than broadcasting. In other words, the traditional way to get a message out was to buy an ad, for example, on the side of a bus and ride your message around to a few million people around town in order to reach the few thousand to whom you really wanted to communicate. Today, social media offers the option to reach out directly to the few thousand – a potential savings of both time and money."
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Realistic, evidence-based patient goals are key to clinical trial recruitment

Realistic, evidence-based patient goals are key to clinical trial recruitment | Pharma | Scoop.it
An evidence-based approach to planning during protocol development is key to successful patient recruitment according to Joseph Kim, director of clinical operations at Shire Pharmaceuticals.
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facebook comment change revives Pharma calls for FDA guidelines

facebook comment change revives Pharma calls for FDA guidelines | Pharma | Scoop.it

"Yesterday's announcement about Facebook's new policy only served to underscore the importance of the FDA's long-time forthcoming guidance," wrote Kate Conners of The Pharmaceutical Manufacturers Association on the trade group's blog yesterday.

 

"What's more, the FDA has not clarified whether companies should be held responsible for the comments on third parties posted on company-controlled Web sites; the government promised a relevant guidance on these issues in 2009."

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facebook’s commenting policy change: an opportunity, not a threat

facebook’s commenting policy change: an opportunity, not a threat | Pharma | Scoop.it

Zsofia Kopetka of @NitroDigital writes:

 

"Pharma brands that are afraid of receiving criticism on social media channels should also bear in mind that only on very rare occasions you see customers going out of their way to damage a company’s image.

 

Those who engage with brands online tend to do so because of a positive motivation. Unhappy consumers usually want nothing to do with the brand and instead what tends to happen is that they form their own independent groups or blog about their experiences - which is why it is so important to frequently monitor social media channels."

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Latest data on open Pharma facebook walls and OTC brands

Latest data on open Pharma facebook walls and OTC brands | Pharma | Scoop.it

'Claritin keep things generic and consumers respond accordingly: Because Claritin posts generically, consumers tend to follow suit. This means that while negativity is almost non-existent, much of discussion is neutral chatting rather than actual opinion

 

Zicam’s product focus polarises consumers: Although this strategy risks increased negativity, the Zicam page is successful in driving large amount of positivity from consumer who praise the product’s efficacy

 

Nicorette create a community around the condition, rather than the brand: The results in terms of sentiment are similar here to Claritin, with much of discussion neutral and unrelated to the actual treatment'

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'Good riddance' to Pharma companies on facebook that can't handle comments

'Good riddance' to Pharma companies on facebook that can't handle comments | Pharma | Scoop.it

Jane Chin (@janechin) writes:

 

'What patients gripe about, and fear, and dread, are the adverse events.

 

Adverse events chip away a patient’s hope of getting better.

 

Adverse events erode a patient’s quality of life.

 

Adverse events make patients wonder, “would I rather stay ill, or deal with this horrible side effect?”

 

Then they look at companies avoiding discussion about something that is so key to their treatment experience, they naturally assume “profits before patients”. Never mind the realities of bureaucracy in adverse event reporting, I know it’s a bitch… the FDA knows it too.

 

That’s how pharma companies come across in their being so scared about Facebook.'

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Does Pharma really have anything to offer on Social Media?

Does Pharma really have anything to offer on Social Media? | Pharma | Scoop.it

Steve Woodruff (@swoodruff) writes:

 

"Today is (relatively minor) milestone day in the relationship of pharma companies and social media – this is the day when Facebook no longer provides exceptions to including comments on walls. Some are even on a “deathwatch” – how many pharma Facebook pages will come down because of the regulatory ramifications? The Washington Post has the story here(I’m quoted along with several other industry colleagues).

 

I say it’s a relatively minor milestone because it is one change on one platform. There’s really a much, much larger question on the table, and maybe we should ask it.

 

Does Pharma (a company and/or brand) really have anything uniquely valuable to offer on social media platforms?"

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More pharma reps toting iPads, but docs don’t always like it

More pharma reps toting iPads, but docs don’t always like it | Pharma | Scoop.it

"Not only are physicians picking up iPads in astounding numbers, so are pharmaceutical sales representatives.

 

However, the presence of an iPad doesn’t always make for a better detailing session."

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38 percent of Physicians have seen Pharma reps with iPads or tablet PCs

38 percent of Physicians have seen Pharma reps with iPads or tablet PCs | Pharma | Scoop.it

Key take-aways from 'ePharma Physician', a new report from Manhattan Research, include:

 

* iPads and other tablet initiatives need to be optimized - only one-third of ePharma Physicians who see sales reps with iPads or other tablets find this experience to be better than reps using other materials or devices such as print materials or laptops.

 

* Enthusiasm for iPad or other tablets with reps varies by specialty - general surgeons, infectious disease or HIV physicians, anesthesiologists and OB/GYNs are the specialty groups most likely to agree that sales reps should use iPads or other tablets for product discussions during office visits. In contrast, dermatologists and rheumatologists are less inclined to feel that tablets are needed for rep meetings.

 

* Some companies are leading the way in terms of iPad reach - to date, the manufacturers with the highest reach in terms of ePharma Physicians seeing their sales reps with an iPad are Pfizer, AstraZeneca, Merck and Abbott.

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SEO tactics for Pharma sites

SEO tactics for Pharma sites | Pharma | Scoop.it

Five search engine optimization (SEO) tactics that 'have a chance of getting through the various legal and regulatory reviews in the pharmaceutical space':

 

Content Expansion

Content Authoring and Distribution

Keyword-Rich Internal Links

Links From Other Owned Sites

Limited Outreach

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Semantelli's facebook AETracker

Semantelli's facebook AETracker | Pharma | Scoop.it

'Semantelli's facebook AETracker helps pharmaceutical companies monitor their facebook pages for potential Adverse Events and product misinformation.'

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8 tips for Pharma companies on facebook... from Mashable

8 tips for Pharma companies on facebook... from Mashable | Pharma | Scoop.it

What do you make of Mashable's latest foray into Pharma social media punditry?

 

Those eight suggestions, itemised:

 

1. Is your product consumer-facing?

2. Provide useful information

3. Ask intelligent and related questions

4. Have real experts lead discussions (not marketing or PR reps)

5. Create a publishing schedule

6. Establish the right success metrics

7. Make a social media commitment (not a campaign)

8. Monitor for adverse events

 

 

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Is the return greater than the risk for Pharma companies investing in Social Media?

Visible's Greg Singh defines what he considers to be the two primary benefits for pharma marketers looking to extend their outreach online and through social channels:


* Third-party endorsement is powerful


* You can't avert a crisis without a community to support you

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Are Pharma brands & Social Media breaking up?

Are Pharma brands & Social Media breaking up? | Pharma | Scoop.it

"Before deciding to walk away from social media the pharmaceutical industry might want to consider a few things first:

1. Promoting product is not your only communication goal
[AS: arguably, promotion isn't your goal at all]
2. Social media is social
3. Comments can be moderated
4. Measure what matters
5. Focus on the problem not the solution"

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