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eMarketing/Internet
These new tools -- lumped under the heading "social networking" or "Web 2.0 -- are big topics of discussion at many pharmaceutical marketing conferences. The question is, will pharma marketers embrace them, learn how to use them, and will they see benefits?
This collection of Pharma Marketing News articles, blog posts, and survey results provides you with an excellent introduction to the many issues involved in social media pharma marketing.
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The selection of articles in this Special Supplement to Pharma Marketing News was chosen to give you a better perspective on pharma eMarketing. Included are real world case studies that illustrate the advantages of eMarketing such as depth of information, interaction, relationship building and superior customer engagement.
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The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. In general, the key questions are where and how the online strategy creates disproportionate and sustainable value for the brand. This article focuses on the power of the product Web site as a conversion tool and illustrates how the Web strategy fits into the overall marketing continuum - from initial engagement all the way to loyalty marketing.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Preeti Pinto, M.S., Senior Director Promotional Regulatory Affairs, AstraZeneca, provides insight on the regulatory actions taken by the FDA with respect to online DTC marketing by pharmaceutical companies. She summarizes the most commonly cited violations found on pharmaceutical company web pages.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
How supportive or critical are individual blogs in the pharma blogosphere and is there an overall bias one way or the other?Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
There are thousands of health Web sites on the Internet. Accreditation is not an appropriate path for all these sites to take, but for those sites that can afford it and that meet rigorous standards for quality and accountability, accreditation can help distinguish them from their competitors and increase consumer trust. Pharmaceutical sites focusing on consumers, in particular, stand to benefit. Click Here for Full Text - FREE! (pdf).
For various reasons, it is hard to find a conclusively documented answer to a seemingly simple question: do interactive health education media improve patients' health practices? In fact, a recent high-profile report attempted to answer that question and got it wrong: procedural flaws led them to an unjustified conclusion. The problem lies in seeking a broad general picture. More appropriate is to focus on the specific patient population, the distinct behaviors to be changed, and the particular tactics employed.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Steve Smith, Editor-in-Chief of Medsite has reengineered his company's eDetailing line to create engaging interactions crafted around effective methods to engage, inform, and educate adults. Now he has tapped this experience to design the company's first Consumer Detailing ("cDetailing") product, which is a novel rich-media online consumer disease education and drug information program.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Pharmaceutical companies are under increasing pressure to reduce costs, speed the time-to-market for new products and ensure that physicians are informed and educated about their products.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article is a review of an industry conference presentation that focused focused on leveraging eDetailing for effective closed-loop marketing campaigns.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
This article presents opinions and evidence that there is a slump in pharma marketing spending and provides some tips to vendors and ad agencies to help them the slump.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article includes DATA and an analysis of methodologies of various online consumer market research studies to help you understand how to apply these data to your online marketing campaigns. Click Here for Full Text - FREE! (pdf).
This article describes the services offered by DocCheck and specifically focuses on the portal's market research and physician-targeting capabilities, which any pharmaceutical marketer wishing to do professional marketing in Germany should know more about. Includes sections:Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Most pharmaceutical firms have piloted eDetailing programs and scaled them successfully. However, although Traditional eDetailing has been around for at least 5 years, marketers must expand the definition of eDetailing. To this end Croom offers a Best Practice Guide for eDetailing to help pharma marketers optimize the reach and impact of eDetailing.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
eDetailing proponents, inside pharma companies and outside, use survey data to justify their arguments for greater spending on eDetails. In some cases, however, the numbers seem to show confusing trends and even may suggest that eDetailing may not be all that it's cracked up to be.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
To make sense of current estimates about pharma spending online and understand where it may be heading in the future, Pharma Marketing News recently hosted a Pharma Marketing Roundtable discussion of the issues. This article summarizes that discussion.ONLY $4.95 Download PDF file immediately after paying:
Several recent surveys indicate that pharmaceutical companies will spend more money on e-mail marketing to consumers in 2005 (see "DTC in 2005: Can You Teach Old Dogs New Tricks?"). Perhaps they should also spend some money and time to ensure that their e-mail campaigns adhere to emerging best practices with regard to privacy, HIPAA, SPAM, and permission-based marketing.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Pharmaceutical marketing strategies are evolving more rapidly than any other time in history. The traditional detail-based marketing model is being challenged by physicians' ever-growing time pressures and lack of time for sales reps.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
A panel entitled What Role Should Pharma Play in ePrescribing and the Point-of-Care? at a recent ePharma Summit conference held in Philadelphia, PA, discussed the issues facing pharmaceutical companies as electronic prescribing (ePrescribing or eRx) threatens to upset the "balance of power" between physicians, pharma companies, and payers at the point-of-care.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
Although pharmaceutical firms claim they are not required to comply with regulations enacted under the Health Insurance Portability and Accountability Act of 1996, using HIPAA as a model for online policy may help drug companies improve their public images, build trust with consumers and, ultimately, sell more products Click Here for Full Text - FREE! (pdf).
As US pharmaceutical companies search for best practices to battle patient drop-off, their European counterparts have overcome Byzantine regulations and reduced margins to implement strikingly effective compliance programs directly to consumers.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article presents selected results from a survey of pharmaceutical experts on eDetailing and Online Marketing conducted in 2005 by eyeforpharma, MediQuality, and PharmiWeb Solutions. Click Here for Full Text - FREE! (pdf).
In the last year the FTC has issued regulations that set forth additional requirements under the federal CAN-SPAM act that you should be aware of. Hilary M. Wandall, Esq., CIPP, Director, Corporate Legal/Merck Privacy Office, Merck & Co., Inc., summarized these regulations in a recent ePharma Summit presentation in Atlantic City, NJ. Click Here for Full Text - FREE! (pdf).
There is a broad spectrum of online promotional and educational opportunities that pharmaceutical companies have at their disposal to interact with, inform, and influence physicians. Lathian Systems, a provider of online marketing and sales solutions, offers these and more in its Spectrum of Solutions for life science companies.Full Text Available - FREE.
eMarketing BenchmarksOrder and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
While advergaming seems to work for the consumer package goods industry, will it also work for pharmaceuticals?Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article presents the compllete results from the first ever survey of The Pharma Blogosphere in which blog readers evaluate 22 different pharma-related blogs on the basis of readability, credibility, usefulness, and bias.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
The number of pharmaceutical sales representatives has increased sharply in recent years. More than 90,000 representatives compete for the attention of 650,000 practicing physicians, only 125,000 of whom are top-tier prescribers. Some people, maybe physicians most of all, hope that online detailing (eDetailing) will reduce the number of office visits from all these pharmaceutical sales representatives chasing after the same docs. This article reviews a presentation on this provocative topic made by David Hauben, Director of eBusiness at Aventis Pharmaceuticals.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Many pharmaceutical companies are currently absorbing their e-business units and personnel back into the brand teams. This may be a glass is half-empty versus half-full situation. Someone who looks upon the glass as half-full is Bruce W. Bunyan, Senior Director & General Manager at Aventis Behring, the therapeutic proteins business of Aventis. This article includes a case study based on Bunyan's experience on how Aventis Behring brought together the online and offline marketing mix within his company. He frankly discussed the obstacles he faced and claimed "he learns more from his mistakes than from his successes." It is obvious, however, that Aventis Behring is on the right track in overcoming the challenges.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
New online strategies have made eSampling a tool for significantly expanding targeted physician and sample coverage. Applications include accelerating new product uptake, efficiently maintaining physician coverage for mature brands, covering hard to reach physicians and driving patient demand.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Despite the fact that physician usage of the Internet has increased over the past few years, solid evidence for the reasons they access the Internet or, more importantly, if the knowledge they gained from online CME presentations has any impact on their practice is still largely unknown.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
According to a Jupiter survey, consumers don't manage their health online because they have low confidence in their ability to use online health resources to improve their health. Pharmaceutical marketers must leverage health beliefs and models to design comparatively more effective adherence-related online marketing programs.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
At a recent Pharma Marketing Talk podcast, John Mack spoke with Mark DePaoli, life sciences analyst at BrandIntel, an online information service, about mining CGC to evaluate consumer sentiment about pharmaceuticals. This article summarizes that discussion and presents a case study analysis comparing consumer sentiment of Botox vs. Restalyne.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Strategy First, YouTube Later... MaybeOrder and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Medical device marketing is different than Rx drug marketing, which is something attendees of the recent PharmaMed Marketing & Media Conference hosted by Med Ad News learned.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: 'Industry must embrace new ways of engaging physicians on their terms.'Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
On the Internet it's still about content, content, content. Some may consider this old-fashioned. But Siren Interactive, a midwestern interactive eMarketing firm, believes that valuable Internet content is a prime component to an effective eMarketing strategy for pharmaceutical companies.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
The pharmaceutical industry must find ways to utilize the new media tools that other industries use while ensuring compliance with FDA regulations. The good news is we can! The author summaries the content of the book and offers practical guidelines for the pharma marketers.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article looks at data regarding online CME - number of physicians doing CME online, etc. It also includes a case study of a popular pharma-sponsored online CME program, which highlights the necessary ingredients for success.Full Text Available - FREE.
Short summaries from the Pharmaceutical Marketing Global Summit provides information about how pharma marketing practices need to evolve. Click Here for Full Text - FREE! (pdf).
This article summarizes the issue of paid inclusion and presents results of the recent online Pharma Search Engine Marketing Survey.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Return on DTC investment is decreasing and in the post-Vioxx marketing environment in which pharma marketers find themselves, there is a call for less advertising and more education. There are several new strategies and solutions available to pharmaceutical marketers that are designed to increase the education quotient of pharma marketing communications. One such solution is wireless Webpad developed by Phreesia for deployment in doctors' offices.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Instead of talking about CRM (Customer Relationship Management), Philippe Barzin, former Director of Connectivity at Johnson & Johnson, focused on HRM or "Healthcare Relationship Management." While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline! To demonstrate the effectiveness of "customer-oriented surround marketing" and personalization, Barzin used BabyCenter, a J&J consumer-focused web site, as a case study. Click Here for Full Text - FREE! (pdf).
In this guest article, author Richard Meyer, Senior eMarketing Manager, Medtronic, summarizes some of the key findings of the recent eMarketer report 'Pharmaceutical Marketing Online: Stuck in Web 1.5.'Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
An Interview with eMarketer Senior Analyst Lisa Phillips.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
This article summarizes the aggregate findings of the Rate Your Social Media Marketing Readiness survey and presents the average scores against which you can compare your own score.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
This article, written by health communications veteran, Harry Sweeney, is a frank assessment of the pharmaceutical industy's plodding approach to e-communication and e-marketing based on a review of a recent industry conference.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
The eDrugSearch.com CommunityOrder and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
Pharmaceutical companies can effectively implement e-marketing programs through strategic planning and by simply augmenting their traditional sales force, suggests Devin Paullin, vice president of operations at Physicians Interactive. Paullin outlines a 12-month strategy in which firms can proactively target physicians using electronic tools, or e-tools. He recommends that firms use traditional promotion solutions and modify those solutions using e-initiatives. Click Here for Full Text - FREE! (pdf).
Strengthened pharmaceutical branding and increased utilization of online marketing tools can have a significant impact on the revenue and market value of pharmaceutical firms, according to a presentation by Bill Trombetta, professor of pharmaceutical strategy and marketing at The Erivan K. Haub School of Business at St. Joseph's University.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
With all the bad press recently about marketing directly to consumers and privacy concerns, perhaps it is time for the pharmaceutical industry to self-regulate marketing to consumers as well, especially via the Internet. What is the attitude of pharmaceutical professionals regarding the quality of pharma-sponsored health information on the Net? Does the industry perceive a problem in this area? To help answer this question, an online survey - Quality of Pharma-Sponsored Health Information on the Internet - was performed during the month of January, 2003. The results are summarized in this article. Click Here for Full Text - FREE! (pdf).
In a keynote address at a recent ePharma Summit conference held in Philadelphia, PA, Kevin Hutchinson, CEO and President of SureScripts, a company founded by the National Association of Chain Drug Stores (NACDS) and the National Community Pharmacists Association, looked at the changing landscape and inevitability of electronic prescribing (ePrescribing or eRx) and the implications and opportunities for the pharmaceutical industry.Order and pay for this reprint now using your credit card... ONLY $2.95 Download PDF file immediately after paying:
Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharmas Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference. Click Here for Full Text - FREE! (pdf).
Yahoo's record earnings and Google's IPO announcement are hot financial stories, but they also herald an important trend that is changing the way marketers think about the interactive channel. Search Engine Marketing, also known as SEM or Search, is one of the fastest-growing e-marketing strategies today. The author covers SEM techniques such as Paid Search, Paid Inclusion, and Natural Search, and suggests that to stay ahead, companies must develop sophisticated content strategies to win the war of visibility.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This is a summary of a recent presentation by David L. Stern, Vice President of Marketing for Metabolic and Endocrinology at Serono, Inc. Stern spoke from a marketer's perspective about recent trends in the pharmaceutical industry and how to address them by developing better marketing programs.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
This article is a compilation of summaries of presentations made at the 2009 ePharma Summit. Included are highlights posted to the ePharma Summit and other blogs during the conference and insights on epharma marketing issues provided by several conference speakers and attendees.Order and pay for this reprint now using your credit card... ONLY $6.95 Download PDF file immediately after paying:
Pharmaceutical marketers are having a field day pushing the envelope on the Internet and especially in the social networking, Web 2.0 arena -- the new WILD, WILD WEST of the Internet. Many, however, are getting caught trying to perform the 'tricks of the trade.' With just a little bit of guidance and tips from the masters, you can perform these tricks WITHOUT getting caught!Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
Cedric Tuck-Sherman, director of eBusiness for Baxter BioScience, discussed his company's experience with creating and managing a web-based therapy management program for chronic diseases during a recent Patient Persistence, Compliance and Education seminar sponsored by EyeforPharma.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Although the CAN-SPAM law is often portrayed as a white knight that will save us from dastardly e-mail spammers and pornographers, many of its provisions cover all commercial e-mail, even permission-based, opt-in e-mail. It is also applicable to B2B e-mail communications and one-to-one commercial e-mail messages such as e-mail from sales representatives to physicians.Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:
Highlights from a Pharma Roundtable discussion and comments from several bloggers in the Pharma Blogosphere about pharma use of social media.Order and pay for this reprint now using your credit card... ONLY $9.95 Download PDF file immediately after paying:
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