Pharma Paid Celebrity Best Practices Should Pharma Disclose Payments to Celebrity Spokespeople?Pharma marketers in the U.S. sometimes use celebrities as spokespeople for their branded...
The distribution of medical reprints to healthcare professionals (HCPs) by sales reps is not only a logistical problem but a channel problem as well. Reprints Desk helps pharmaceutical companies to deploy copyrighted e-prints and other marketing materials via iPads and other tablets, or via their own apps and websites in a controlled manner as part of a multichannel marketing campaign.
There's a lot of brouhaha these days in pharma circles about 'gamification' as if it were the newest thing since sliced bread. These days, however, it may be easier for a pharma company to create a real-life museum educational gaming experience than a virtual world game on Facebook. Way back in 1984, gamification was much simpler.
Welcome to Volume 11, Issue #10 (15 November 2012) of Pharma Marketing News.
Welcome to Volume 11, Issue #4 (19 APRIL 2012) of Pharma Marketing News.
Although many pharmaceutical companies actively use Twitter and other social media tools to push out positive news about their companies and products, very few use these tools for systematic support of patients who depend upon their drugs, which may be short supply.
'Just when we are overrun with the need for content & media strategies of every type from search to email to website to video to social to mobile, now we have the opportunity to contemplate an infographics strategy,' said Craig DeLarge, Director, Healthcare Professional Relationship Marketing at Novo Nordisk. Infographics have found a home on Pinterest, a content sharing, social media service that allows members to 'pin' images, videos and other objects to thematic pin boards.
At the recent 6th Annual Digital Pharma East conference in Philadelphia, Bill Drummy, CEO of HeartBeat Ideas, argued that "With digital you can get way more bang for your buck, so you HAVE to think of the digital channel. Drummy's message was simple: the ROI of online promotion is an order of magnitude greater than the 'typical' 2:1 ROI for non-digital channel promotion. This may be true of small budget campiagns, but is it scaleable to the point where digital promotion gives you a significant bump in sales?
Although nearly two-thirds of respondents to a 2009/2010 Pharma Marketing News survey thought that using Twitter for patient support activities would be somewhat or very effective, relatively few pharmaceutical companies are doing this on a regular basis. From time to time, however, it does happen. Boehringer Ingelheim Shows How It's Done
There are enough legal issues in this case to keep a boatload of constitutional and pharma lawyers busy for years. But let's look at this from a different perspective -- i.e., what pharma has to gain from this and what patients have to lose.