Vol. 10, Issue No. 15: 12 OCTOBER 2011 – EXECUTIVE SUMMARYPhysician Participation in Peer-to-Peer Social Media Sites Why Is It Less Than Expected?

Physician Communities


Every piece of demographic, psychographic, technographic “data” we have indicates huge numbers of physicians want to be using physician peer communities, but actual use falls far short of this. “There is a gap in how physicians are participating in social media and how we expect them to be participating,” said Bruce Grant, SVP of Strategic Services at Digitas Health, at the Social Health Summit Unconference (SXSH) held on September 19, 2011, in Philadelphia.

This article summaries research data exploring why physicians interested in using online peer-to-peer social communities outnumber by 2 to 1 physicians who are actually using them. Includes suggestions for what these communities must do in order to provide more value to physicians.

Topic headings include:

  • Physician Peer Communities (list)
  • Mind the Gap
  • What’s Missing?
  • Better Value for Physicians Needed
  • Is Pharma Persona Non Grata?
  • How Physician Communities Can Improve

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The Pozen Digital Advisory Board Elizabeth A. CermakRaj AminBonin BoughA conversation with Elizabeth A. Cermak, EVP, and Chief Commercial Officerat Pozen, Raj Amin, CEO and Co-Founder of HealthiNation, and Bonin Bough, Senior Global Director of Digital and Social Media, PepsiCo, about the who, what, why behind the Pozen Digital Advisory Board, an esteemed group of digital thought-leaders both in and outside of healthcare.

“The pharmaceutical industry has only begun to scratch the surface of employing digitally-based commercialization approaches. As POZEN moves forward to commercialize its PA pipeline, our goal in collaborating with these advisors is to look beyond the industry to identify untapped digital strategies that will help us deliver an affordable and accessible product to our customers,” said Liz Cermak, Executive Vice President and Chief Commercial Officer of POZEN.

More information and audio podcast can be found here:
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Will they do it? Is this memo a tool to help Novartis empty its warehouses of unused iPads? Is it possible that this memo violates FDA regulations?

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