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Curating the writing of pharma's digital prescription
Curated by Andrew Spong
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Pfizer's Ray Kerins pledges not to abandon facebook and other social media subsequent to recent security breach

Pfizer's Ray Kerins pledges not to abandon facebook and other social media subsequent to recent security breach | Pharma | Scoop.it
Despite the recent attack, Pfizer has pledged to not abandon its corporate facebook page, nor to relinquish its presences across other social media channels.

Ray Kerins (@RayKerins) Vice President, External Affairs & Worldwide Communications; Head, Global Media Relations, Pfizer Inc. said: “We’re taking this as a lesson learned. We understand the benefits social channels do bring, and we’re committed to using them.”
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For Pharma, getting consumers engaged may be harder than limiting consumer negativity

For Pharma, getting consumers engaged may be harder than limiting consumer negativity | Pharma | Scoop.it
Andy Pilkington of WaveMetrix notes that over a quarter of posts on the Claritin facebook pages are made by the Claritin official representative.

"Even with a community size of over 30,000, it seems the major challenge that Claritin face is not adverse events, but finding a successful method to engage consumers and get them talking."
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Pfizer facebook page hacked

Pfizer facebook page hacked | Pharma | Scoop.it
Eileen O'Brien (@eileenobrien) writes:

"I’m not going to show the screenshots because I don’t want to perpetuate this hatred and support this kind of activity.

However, it’s a reminder that there are plenty of people who have strong anti-pharma views. Just as with any website, there is always a risk of hackers and security is important."
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Does enabling comments help Pharma brands attract viewers on YouTube?

Does enabling comments help Pharma brands attract viewers on YouTube? | Pharma | Scoop.it
Gábor Gyarmati (@gaborgy) and Andrea Kammerer's blog always has sensible things to say. This post is no exception, offering some interesting analysis of Mark Senak's (@eyeonFDA) recent Pharma YouTube channel analysis update. I would like to see some segmentation of the types of user that the channels are attracting, however. If they're mostly employee/analyst/agency followers, then the without-comment user growth is skewed. We only care about 'real' user followers... don't we? ;)

"The percentages of viewer growth presented below show that there is no obvious relationship between the possibility of comments and the popularity of a YouTube channel

This small analysis proves that whether you decide to allow or disable comments on a Youtube channel, whether you monitor it or cancel the commenting feature entirely, there is a different decisive factor that makes your Youtube channel successful: content. Not the content provided by viewers, but content provided by you and your company."
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Digital Pharma: iPhone and iPad app update

Digital Pharma: iPhone and iPad app update | Pharma | Scoop.it
Dominc Tyer (@Dominic_Tyer) asks:

Which Pharma company has just launched the first non-European language iPhone app? (illustrated; smoking cessation support)
How many iPads has Boehringer Ingelheim ordered for its sales force in Turkey?
Do Novartis’ investors really want their annual reports in iPad app form?
Does Abbott think QR codes are the future?

Those are some of the questions posed by pharma’s latest batch of mobile apps, as the industry’s Apple-focused interest in mobile devices continues apace.
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Can Pharma embrace Social Media?

A SlideShare deck to accompany a panel discussion that featured Alex Butler, Daisy Chhatwal, Ellen Hoenig-Carlson and Eileen O'Brien as part of the 'Social Media in Pharma' online summit.
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What Pharma can learn from Lady Gaga

What Pharma can learn from Lady Gaga | Pharma | Scoop.it
I suppose it had to happen ;) Luckily, this is a fun, engaging piece.

Johanna Skilling (@johannask) invites Pharma to:

1. Understand what really gets its audience moving
2. Love its 'little monsters' (A Gaga-ism, apparently)
3. Meet its monsters where they live (see above; nothing to do with the 15 August facebook night-sweats)
4. Be tireless
5. Change it up
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Do Pharma and Social Media not mix?

Do Pharma and Social Media not mix? | Pharma | Scoop.it
Can Pharma and Social Media get along, or would a marriage counselor declare “irreconcilable differences”?

As the industry finds itself surrounded by this alien culture, is it time to give up on the idea of commercial prescription pharma interactively participating in the open, public social media space using current platforms? [A Pharmalot republication of Steve Woodruff's (@swoodruff) Impactiviti article]
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A death knell for Social Media and Pharma?

A death knell for Social Media and Pharma? | Pharma | Scoop.it
While social media may not be ideal for commercial purposes in the prescription life sciences industry, it may be perfectly well suited for pharmacovigilance and adverse event reporting, clinical trial recruitment and management, education, community outreach and employee recruitment and retention.

These are not new ideas. But, because they cost money to implement and don’t contribute the most company’s revenue-driven bottom lines, life sciences companies have not actively explored or embraced them for these purposes.

Whether big pharma and biotech companies like it or not, social media is here to stay. And, if these companies fail to act soon, they eventually will begin to lose their competitive edges and perhaps more importantly, market share.
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Google+ for Business? Pharma will have to wait

Google+ for Business? Pharma will have to wait | Pharma | Scoop.it
Businesses using Google Apps will have to wait a little longer to get on the Google+ bandwagon
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Is it time to give up on Pharma and Social Media?

Is it time to give up on Pharma and Social Media? | Pharma | Scoop.it
Steve Woodruff writes: "Public, interactive, real-time social media platforms and commercial pharma communications simply don’t mesh well. And I don’t see that changing any time soon."
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Connections, referrals, awareness and presence: Chris Brogan's four objectives for Pharma on the social web

Connections, referrals, awareness and presence: Chris Brogan's four objectives for Pharma on the social web | Pharma | Scoop.it
In the final infoburst in a short sequence of videos published ahead of the forthcoming Pharma iQ 'Social Media in Pharma' summit, social opinion leader Chris Brogan (@chrisbrogan) iterates four key objectives for the successful integration of social media into Pharma's activities: connections, referrals, awareness, and presence
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The iPad and Pharma: a perfect marriage?

The iPad and Pharma: a perfect marriage? | Pharma | Scoop.it
Despite conventional wisdom, several major pharmaceutical companies are putting the cart before the horse by purchasing iPads in large quantities prior to their even owning a single sales force automation (SFA) application to run on the platform
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Digital Pharma: tactics first, strategy later?

Digital Pharma: tactics first, strategy later? | Pharma | Scoop.it
Pharma's spend on digital continues to grow at 20 percent per year, according to PMLiVE's annual survey.

This expenditure sounds positive: if personal savings grew at this rate, investors would be very happy. Plus, if a mature brand grew at this rate it would also be considered an achievement.

However, the challenge is that digital, which includes virtually every form of electronic marketing communication, accounts for only 7 percent of the total marketing spend. Plus, the predicted rate next year will see a rise to 8.4 percent spent on digital; still a very modest sum.
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Paid, owned, earned: Pharma’s media goals on the social web

Paid, owned, earned: Pharma’s media goals on the social web | Pharma | Scoop.it
While the industry obsesses over whether a ‘lack’ of regulation, adverse event reporting or the unfettered nature of discourse constitute the greatest hindrance to its participation on the social web, there are other more subtle but equally significant obstacles to Pharma’s success that seldom receive the sort of attention they merit.

One of these is the absence of clarity around Pharma’s media goals on the social web.
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FDA outlines oversight of mobile medical applications

FDA outlines oversight of mobile medical applications | Pharma | Scoop.it
The U.S. Food and Drug Administration today announced it is seeking input on its proposed oversight approach for certain mobile applications specific to medicine or health care called mobile medical applications ("apps") that are designed for use on smartphones and other mobile computing devices.

This approach encourages the development of new apps, focuses only on a select group of applications and will not regulate the sale or general consumer use of smartphones or tablets."
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Pharma facebook moderation: a case study

LiveWorld analyzed more than 9,000 comments left on five facebook Pages of over-the-counter pharma brands over a three month period.
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Digital fragmentation: sub-specialist silos and the 'special ones'

Digital fragmentation: sub-specialist silos and the 'special ones' | Pharma | Scoop.it
"If you are an agency or provider in a niche market then maybe sticking to that niche could be the way forward. If everyone offers an integrated solution then who are the real specialists?"
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Can Pharma embrace Social Media? Panel discussion summary

Can Pharma embrace Social Media? Panel discussion summary | Pharma | Scoop.it
Ellen Hoenig Carlson (@ellencarlson) presents an excellent summary of a panel discussion she participated in with Eileen O'Brien (@eileenobrien), Alex Butler (@Alex__Butler) and Daisy Chhatwal at the Social Media in Pharma online summit. Key points include:

1. Social Media is here to stay. Health is social, and it’s now part of doing business in today’s rapidly changing world. It’s not if Pharma should proceed but how, with the ultimate goal being “collective action” (Alex Butler).
2. Social Media is not the strategy but a tactic and needs to be fully integrated with other brand and company efforts.
3. Getting started with Social Media means first focusing on the “why”—What are goals and objectives? Objectives may be big and/or small, but will drive KPIs and measurement.
4. Selecting which SM tactics to focus on requires thinking through how well a SM tool fulfills objectives and other key criteria: Meets media/SM habits/savvy; Disease and Competitive considerations; Resources/skills needed to establish and maintain, and Fit with company values/risk appetite.
5. Discuss product promotion vs. disease education upfront (US only)—but panel strongly suggests that disease education not be a distant second to brand sell.
6. Evaluate internal and external risk tolerance honestly
7. SM demands a rapidly changing environment; Pharma needs to be able to quickly adapt and evolve.
8. An iterative approach can work well. It is OK to ‘dip your toes,’ and as a company there is no need to try to launch with every SM tactic all at once.
9. Partner with Regulatory and Medical/Legal teams in developing strategy and tactical plans and do so early in the process. Ensure that processes are in place before going live. Maintain effective lines of communication across all internal and external constituents throughout the development and implementation process.
10. Use strategies and lessons learned from other areas of oversight and review, but don’t wait for too many case studies or you’ll be too late.

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Online KOLs: Can Pharma afford to ignore them?

Debjani Deb's presentation at the 2nd Digital Pharma West, San Francisco, 2011. Recommended!
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What will Google+ mean for healthcare?

What will Google+ mean for healthcare? | Pharma | Scoop.it
Michael Spitz (@spitzstrategy) of Ignite Health (@ignitehealth) observes that initial analysis from marketing services company CMI Media indicates that Google+ has the potential to “significantly change the online health information landscape,” in that it has the opportunity to “affect unbranded searches, such as for a disease state rather than for a medication.”
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85% of consumers believe Pharma has a role to play in educating them about their medicines

85% of consumers believe Pharma has a role to play in educating them about their medicines | Pharma | Scoop.it
In a useful post offering post-event analysis of ExL's recent Digital Pharma West it is mentioned that Bob Allen of AstraZeneca observed at the event that 85% of consumers polled in a recent survey believe pharma has a role to play in educating them about their medicines.
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Options for Pharma companies that want to remain on facebook

Options for Pharma companies that want to remain on facebook | Pharma | Scoop.it
An excellent Pharmaphorum (@pharmaphorum) article by Wendy Blackburn (@WendyBlackburn) of Intouch Solutions identifies the fact that for Pharma companies that decide they still want to be on Facebook, there are a number of options:

1. 24/7 monitoring and moderation or a “community management” model
2. Moderation applications that place a temporary “hold” on comments prior to publication
3. Branded Facebook pages, where Facebook will still allow comment disabling
4. Personal representation or company “spokesperson”
5. Advertising
6. Word filters
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Pharma must learn from Google+ before it’s too late

Pharma must learn from Google+ before it’s too late | Pharma | Scoop.it
"This is why I say to all the pharma companies who are panicked about the new Facebook rules which will suddenly open up commenting, “so what?” Either let people comment or you may as well not even have a Page. It’s invisible anyway. No one sees it, so why invest the resources in maintaining the Page? If you think you can afford the resources, then open up commenting (you won’t have a choice after August 15 anyway) and actually benefit from what Facebook offers in terms of connecting with people who have a connection with your brand. Otherwise, don’t bother."
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Bayer UK apologizes for Levitra and Sativex tweets

Bayer's apology for two tweets about the erectile dysfunction drug Levitra and multiple sclerosis therapy Sativex shows how pharmaceutical companies have been virtually ringfenced out of using social media to promote drugs.
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