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Vol. 12, Issue No. 5: 30 MAY 2013 - EXECUTIVE SUMMARY

PharmaguyWelcome to Volume 12, Issue No. 5 (30 May 2013) of Pharma Marketing News.See the featured article summaries below.

John Mack, Publisher & Editor
Pharma C-Suite Social Media Dummies
Senior Execs Must Start "Carrying the [Digital] Bag"

Social Media for Pharma DummiesAsk any pharma digital expert to name the key factors to successful social media communications and the number one item on the list will be "senior management support." But what do pharmaceutical senior managers and C-suite executives know about social media? Do they use social media?

Do pharma C-level executives really need to use social media directly or is it adequate that they see the value of social media within their organizations and ensure that others have the experience necessary to manage social media?

This article attempts to answer that question with the help of Alexandra Fulford, an independent pharmaceutical industry strategy consultant who has worked with several pharmaceutical companies developing and running digital and social media training programs and workshops.

Topics include:
  • Senior Manager Social Media Survey
  • Pharma SM Readiness Self-Assessment
  • Carrying the Digital Bag
  • Social Media Dummies No More
  • Fifty Ways to Do the Digital
  • Execs Should Embrace Twitter
  • Why Pharma Execs Fear to Follow on Twitter
  • The Value of Social Media
  • Get On Board the Social Media Gravy Train!
Download the full text PDF file here:

Toward Patient-Centric Marketing
Working Effectively with Patient Groups

Patient at CenterPatient groups and patients are invited to the table to debate regulatory issues, political policy issues and in some cases reimbursement issues as well. "So we have to take these people seriously," said Keith Allan, head of global advocacy at Novartis, who discussed working with patient advocacy groups at the eyeforpharma Barcelona 2013 conference. "We have to involve them very early on in all our research programs, they need to be involved with us," he added.

Putting in place a patient-centric marketing approach might prove a good strategy for a pharma company said Patrick J. Cashman, President and General Manager at Lundbeck Canada. He sais this during his keynote presentation titled "Lundbeck Adventures in Patient Centered Marketing" on the second day of the eyeforpharma Barcelona 2013 conference.

This article is a summary of these two presentations.

Topics include:
  • Evolution of Patient Advocacy
  • Characteristics of an "Ideal" Partnership
  • Meeting Patient Advocates' Needs
  • Declining Reputation
  • The Corporate Reputation of Pharma - The Patient Perspective: Top Ten Pharma Performers
Download the full text PDF file here:

What Do Physicians Think About DTC, ePromotion, and Social Media?
FDA, Kantar Media, Cegedim, & Encuity Surveys Say. . .

Not Another SurveyThis article reviews several recent industry surveys and one new survey proposed by the FDA. The review provides a glimpse into how physicians perceive direct-to-consumer (DTC) advertising, which physicians use social networking the most in their professional lives, and why physicians may be growing cool toward ePromotion even as pharma steps up it ePromotion spending.

Topics include:
  • Is FDA Doing DTC, Social Media, & Professional Market Research On Behalf of the Drug Industry?
  • Pharma SM Readiness Self-Assessment
  • Why Industry Supports FDA Surveys
  • Younger Physicians Less Engaged in Social Media Than Their Elders
  • U.S. e-Detailing Spending Up 74% in 2012, Yet Pharma Still NOT "Digitally Mature"
  • Beginners, Fashionistas, & Digerati
  • Physicians Growing Cool Toward ePromotion
  • Is Pharma Ahead of the Curve?
Download the full text PDF file here:

Vol 12, #5 Contents

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