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Vol. 13, Issue No. 3: March 2014 - EXECUTIVE SUMMARY

Social Media, Latent Spokespersons & Native Advertising
Questions Raised by FDA Guidelines with Answers, Sort Of

FDA SM Guidelines FDA's "Guidance for Industry Fulfilling Regulatory Requirements for Postmarketing Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics" has left many questions unanswered.

Proving deep interest in the topic, more than 400 people attended the "Green light or go slow: What FDA's new draft guidance means for social media in pharma" webcast on March 13, 2014 during which over 40 questions were asked.

This article focuses on a few of the issues, gray areas, and questions mentioned during this webcast and also in comments submitted to the FDA.

Items include (partial list):
  • Spokespersons
  • A Twitter Case Study
  • Instruct Your Spokespeople!
  • The Latent Spokesperson
  • Scope of Control Over 3rd Party Sites
  • Off-Label Adjacency
  • Native Advertising
Download the full text PDF file here:
www.pharma-mkting.com/news/pmnews1303-article01.pdf

Right & Wrong Ways for Pharma to Correct Misinformation on Wikipedia
Some Guidelines for Pharma

Pharma Wikipedia It is a well-known fact that Wikipedia is the leading single source of healthcare information for patients and healthcare professionals.

In a recent report, the IMS Institute for Healthcare Informatics noted that Wikipedia articles on health issues are "in flux" and that there is a need for "knowledgeable editors" to keep the information as current and unbiased as possible.

Should the pharmaceutical industry or agents of the industry step up and edit content on Wikipedia?

This article discusses both the right and wrongs ways for pharma to do this using real-life examples.

Items include (partial list):
  • Wikipedia Health Access Factoids
  • Who Currently Edits Wikipedia Drug Info?
  • The Right Way
  • Wikipedia's Pharma Vacuum
  • Abbott Caught Altering Entries to Wikipedia
  • Open Access Guidelines
  • Waiting for FDA Guidelines
  • The Wrong Way
Download the full text PDF file here:
www.pharma-mkting.com/news/pmnews1303-article02.pdf

The Virtual Sales Rep
It's Not About eDetailing!

Evolution of the Pharma Sales Rep As reported not too long ago in the Wall Street Journal, "many physicians no longer have the time to take the calls and some doctors refuse to see pharmaceutical representatives out of concern about improper promotions." Access to prescribers by sales reps has declined steadily since 2008.

When half of your customers don't want to interact with you the way you want to interact with them, it's a problem.

Meanwhile, a growing number of doctors prefer digital communications and the pharmaceutical industry is currently in the process of moving its sales force to a smaller structure that is more directly aligned with this new reality. One aspect of that change is the deployment of "virtual" sales reps. This article presents a Wockhardt USA case, which employed the vRep virtual sales rep platform.

Items include (partial list):
  • What Are Reps Absolutely Needed For?
  • Physician Access Continues to Decline
  • What's the Cost of a Sales Rep Visit?
  • The Virtual Sales Rep - A Case Study
Download the full text PDF file here:
www.pharma-mkting.com/news/pmnews1303-article03.pdf

Vol 13, #3 Contents






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