Vol. 10, Issue No. 12: 20 JULY 2011 – EXECUTIVE SUMMARYCONTENTS
(Click on titles to see a summary and find link to full text of each item)

Article Summaries

Adobe Connect for eDetailing Making Physician Communications More Effective

Adobe ConnectIntense competition, regulatory scrutiny, and new ways that healthcare providers access information are just a few of the challenges facing pharmaceutical, biotech, and medical device companies when they set out to detail physicians about their products. New advances in Internet technology, coupled with government and self-regulation, have curbed face-to-face interactions even more, and as a result, healthcare providers are turning to the Internet for self-directed research.

Various forms of eDetailing have been around for a number of years. Usually, these fall into two distinct categories: (1) “self-directed” programs where the physician navigates an online program without any interaction with a sales rep (ie, “traditional” eDetailing), and (2) a Web-enabled interactive program that includes realtime communication with a sales rep

This article focuses on Adobe Connect for eDetailing, a specific collaboration between Adobe and ConnectSolutions, a leading provider of private cloud deployments of web conferencing and collaboration solutions.

Topic headings include:

  • Many eDetailing Flavors
  • ConnectSolutions & Adobe Partnership
  • Limitations of “Traditional” eDetailing
  • Enterprise Integration is Key
  • Features & Benefits
  • Some Deployment Technical Details

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The Digital Health Coalition
Solving Real Problems — Mission Possible?

MarkBardA conversation with Mark Bard, founder of the Digital Health Coalition, regarding the mission of the Coalition and what companies and individuals are involved.

The Digital Health Coalition, a nonprofit organization with 501(c)(3) status pending, was created to serve as the collective voice and national forum for the discussion of the current and future issues relevant to digital and electronic marketing of healthcare products and services.

Some Questions/Topics Discussed:

  • What is the Digital Health Coalition? Who’s involved?
  • Why did you create the Digital Health Coalitioin? Why Now?
  • What are some of the goals and proposed projects of the Coalition?

Listen to the podcast archive here:
Citizen Petition Likely to Delay FDA Social Media Guidance
Expect DelaysAllergan, Eli Lilly, Johnson & Johnson, Novartis, Pfizer, Novo, and Sanofi-Aventis filed a “citizen petition” with the FDA yesterday, urging the agency to “establish comprehensive, clear and binding regulations to guide the industry” in communicating off-label drug information to physicians and payers.

Since this petition specifically addresses the unsolicited request issue for which FDA planned to issue guidance (see “First FDA Social Media Guidance to Address Responding to ‘Unsolicited Requests’ for Off-label Information“), that guidance will have to be delayed possibly more than a year while the agency reviews the petition.

Read more about this here: http://bit.ly/rl8sZB Tracking Public Health Trends: Twitter vs Google vs Your Nose
For tracking some health trends — eg, allergies — your nose may be a good indicator. But public health officials cannot depend upon their noses to make important decisions. They need actionable real time data. Can new technology help them get the data they need cheaply?

Some time ago, Google decided that search trends can be used to track diseases such as influenza. It published results of a study of its data in a white paper: “Detecting influenza epidemics using search engine query data” (find it here). They found a strong correlation between search data and CDC data.

Now, researchers at the Johns Hopkins Center for Language and Speech Processing have analyzed 2 billion public tweets posted between May 2009 and October 2010 to learn if it is possible to use Twitter to track important public health trends.

To see the results, click here: http://bit.ly/qtcNOK Pfizer, Show Us Your Social Media “Playbook”
Football PlaybookAs in the past, Ray Kerins, Vice President of Worldwide Communications at Pfizer, made the Keynote presentation at BDI’s Social Communications & Healthcare 2011 Case Studies & Roundtables conference on July 13, 2011. Kerins mentioned Pfizer’s “groundbreaking internal Social Media Playbook” in that presentation, but when asked outright if there is anything in the playbook that can be made public or if a copy would be made available for review, Kerins said: “NO!”

Pfizer has been promoting its playbook at various conferences for more than SIX months! Why can’t we see it?

Learn the details and find out if the authentic playbook has been found here: http://bit.ly/oHS9Bq FDA is Monitoring This Blog and Perhaps You Too!
The FDA may be using sophisticated monitoring tools to mine the Internet — including “any website/blog/microblog, social media or online publication” — that “mentions … the FDA and special topics of interest to the FDA.”

The FDA does not say why it needs to monitor sites that merely “mention” the FDA nor what “special topics” it is interested in. Could it be the agency is getting nervous about all the criticism it is getting for not being very productive in issuing social media guidance?

Learn more here: http://bit.ly/pj8ZWO