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Curating the writing of pharma's digital prescription
Curated by Andrew Spong
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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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Pharma and Social Media: update on abiraterone in advanced prostate cancer

Pharma and Social Media: update on abiraterone in advanced prostate cancer | Pharma | Scoop.it
Sally Church (@MaverickNY) writes:

"The abiraterone (Zytiga) website is delightful to navigate, easy to use and share information either by email or on social media through Twitter."

[AS: Praise indeed from Sally, who always - and I mean always - calls it like she sees it. That's why we think so much of her :) ]
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Healthcare marketers struggle to meet audiences in social channels

Healthcare marketers struggle to meet audiences in social channels | Pharma | Scoop.it
"Consumers are using social networks to air their daily triumphs and challenges, health and wellness being no exception.

Despite consumers sharing information and having conversations about medical issues in social forums, healthcare marketers are having a more difficult time meeting the audience in social media channels."
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Do you think digital is important to healthcare?

Lovely 'Social Media Revolution'-style presentation with some arresting graphical representation of important healthcare-related social media statistics.
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Legal concerns: what steps can pharma take to engage in Social Media?

Legal concerns: what steps can pharma take to engage in Social Media? | Pharma | Scoop.it
The second of Barbara Ficarra's (@barbaraficarra) interviews with David Harlow (@healthblawg):

"Pharma companies that are successful in this sphere have brought together communications, legal, regulatory and compliance folks, and have come up with guidelines for different sorts of interactions. Thus, for example, a blog post does not require a six-week review before it is posted if it is within the in-house guidelines’ “green zone.”

For now, most pharma social media is limited to unbranded communications, though there are a number of companies using Facebook and Twitter to put across their messages in a controlled manner that remains compliant with the law."
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Why facebook’s August 15 comment policy shouldn’t impact your Pharma brand

Why facebook’s August 15 comment policy shouldn’t impact your Pharma brand | Pharma | Scoop.it
Kurt Mueller (@RoskaDigital) writes:

"If you created your Facebook strategy correctly, the August 15th change shouldn’t impact you at all for two simple reasons:

1. You already know your pharma brand pages shouldn’t expect to be ‘liked’ because it goes against the psychosocial behavior of patients.
2. You’re already ahead of the curve and have a social media policy in place that allows for open commenting.

- For Product Brand Pages:
Develop a content strategy that appeals to the Facebook audience. You’ll probably still have commenting turned off, but your content strategy should give the audience as much value as possible. Build into your Page interesting, dynamic and responsive interactions like:
* Video stories from real patients
* Provide patients with access to co-pay cards/discounts
* Link to your patient support programs
* Repurpose your valuable assets and make them available

- For Disease State/Lightly Branded Pages:
Open commenting is coming (in less than two weeks), so you need to deal with it, understand the psychosocial behavior of the Facebook audience and build your social currency. Here’s a few things to think about when developing your next strategy:
* Establish your social media policy and rules of engagement
* Give people a reason to ‘like’ your Page.
* Engage in the conversation.
* Don't create a faux experience"
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Pharma communication in a multi-regulatory world

Pharma communication in a multi-regulatory world | Pharma | Scoop.it
Paul Grant (@paulgrant) writes:

"Few could have predicted the way in which the Internet has changed the dynamic of relationships amongst healthcare stakeholders.

For the pharmaceutical industry, it seems there is an opportunity to also play a role in the many online relationships which are made possible by the Internet."
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How Pharma can optimize its digital strategy

How Pharma can optimize its digital strategy | Pharma | Scoop.it
Ellen Hoening Carslon (@ellenhoening) reminds Pharma that 'the NOW economy demands' the following:

* "A kick-ass digital brand strategy: it's not about technology. It is about creating opportunities for the brand/company to build deeper relationships. Digital strategy must integrate into the brand strategy and strengthen the brand's core promise

* The creation and leveraging of a digital brand strategy requires new skills and a discipled, fluid process.

* A 'digital IQ boost' through:

1) Content strategy design
2) 'Perfect fit' delivery
3) Digital ecosystem mindset
4) The fostering of community
5) Getting over, once and for all, 'lack of control' and all that that implies."

I love Eileen's sign off, too:

"Go. Initiate. Enchant. Health is Socia: try something new!"

To which I'd like to add: #failbetter
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Pharma marketers increase ties with flexible Social Media partners

Pharma marketers increase ties with flexible Social Media partners | Pharma | Scoop.it
Google's Safe Watch function for YouTube allows “channel owners with ten or more videos to control what videos show up on watch pages.”

Industry watchers believe Google is c

However, not every social media platform provider is so willing to work with marketers: facebook plans to require all companies to allow comments to be posted to their pages beginning in August. Pharma marketing executives are struggling to find a way to maintain their facebook presence under these rules.
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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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51% of Pharma companies outsource part or all of medical communications

51% of Pharma companies outsource part or all of medical communications | Pharma | Scoop.it
"Global medical affairs departments outsource more activities than U.S. or other country-level groups. 51 percent of pharmaceutical companies’ global departments outsource medical affairs activities, compared to 24 percent of U.S. departments and 8 percent of country departments.

Medical education ranks as one of the top two most commonly outsourced medical affairs activities for all departments, along with traditional medical communications (medical information and medical publications). “Medical Affairs: Effective Global Resource Allocation” found that among global teams’ outsourcing model is one of breadth and not depth. Most activities are kept in-house while smaller responsibilities are farmed out to vendors. In this way, global medical affairs teams are not dependent on vendors."
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Google hand-holding brings Pharma to YouTube

Google hand-holding brings Pharma to YouTube | Pharma | Scoop.it
"Google is willing to accommodate pharma brands, most likely seeing dollar signs down the road as they adopt digital marketing more fully."
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Time for Pharma to face Social Media fears?

Time for Pharma to face Social Media fears? | Pharma | Scoop.it

"As social media takes off in other industries, customers have grown accustomed to having a voice and expect companies to provide a forum where they can they openly share their ideas, perceptions, and problems. Pharma companies are no exception, and in fact, are well positioned to become active participants in real-time two-way connections within their value chains. Arguably, to survive in the post Web 2.0 world, pharma companies will need to weave social media into their businesses in order to be more customer-centered, more relationship oriented, and more transparent.

So why should pharma get into the social media game now?

1. It’s already happening
2. Transparency, transparency, transparency
3. Educating and engaging the patient community
4. Extracting social intelligence
5. Consumer-driven innovating

While the onus is on the FDA to remedy the lack of clarity around social media regulation, the pharmaceutical industry risks far more by hesitating to embrace this potent business tool. The most successful companies will be those that pioneer the social media landscape and fully amalgamate social business into their broader digital strategies."

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Wake up! Pharma is moving to digital and Social Media

Wake up! Pharma is moving to digital and Social Media | Pharma | Scoop.it
"In spite of the cries for FDA guidance, big Pharma is slowly making the move that mainstream consumer brands took years ago.

The likes of Lilly, Pfizer, J&J, and Sanofi-Aventis are moving more and more marketing dollars to digital media and away from traditional DTC."
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EU ban on drugmaker-patient communication under review

EU ban on drugmaker-patient communication under review | Pharma | Scoop.it
"European Union restrictions on pharmaceutical companies communicating directly with patients will be reviewed by regulators planning new draft rules, EU officials said."
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How will Pharma make contact with physicians from Outer Space?

How will Pharma make contact with physicians from Outer Space? | Pharma | Scoop.it
Phil Baumann (@philbaumann) writes:

"It was a simpler but glamorous age: physicians did work they enjoyed in their practices or facilities; pharmaceutical companies produced heroic polymers to combat antagonist pathologies; and gregarious, ambitious and street-smart sales reps helped physicians to help their patients.

The Web, and changing healthcare economics, and physician disappointment with the consequences of poor decisions on the part of governments and pharmaceutical industry leaders irrevocably are putting an end to that age.

We live in a marvelous and dangerous time. Not glamor nor simplicity nor breaking bread over wine dominate our world. Turbulence, uncertainty and rapidity are becoming the currencies of understanding and information and communication.

So what are the Life Sciences industries to do?"
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Social Media and Pharma self-Promotion: Bad cocktail or public health service?

Social Media and Pharma self-Promotion: Bad cocktail or public health service? | Pharma | Scoop.it
John McElhenney (@jmacofearth) writes:

"The recent storm over Pfizer's Facebook Page being hacked has brought the social media and pharma discussion back into the public spotlight.

Do the pharmaceutical companies provide valuable information through channels like Facebook and Twitter, or is it merely advertising cloaked as social media conversations?

How much of what is deemed "social media" is simply repackaging of the drug maker's message and how much of it is actual discussion and dialogue?"
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Teva's supply chain gets a boost from social media

Teva's supply chain gets a boost from social media | Pharma | Scoop.it
"Teva Canada is on the cusp of exceeding a 95% service level (orders fulfilled on time) and its manufacturing cycle time has halved, to 35 to 40 days.

The drugmaker owes these operations accomplishments to the 2010 acquisition of Ratiopharm, which brought with it some innovative supply chain management techniques based on social media tools."
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