'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.
In this review of presentations made at the the PharmaMarketing Summit 2012, the common thread throughout is the evolving nature of the pharma-physician relationship, which is being transformed by the power of patients and payers, particularly aided and abetted by new emerging technologies.
Pfizer Throws In the Lipitor Marketing Towel. Meanwhile AstraZeneca Promotes Crestor on Its Corporate...
Despite Pfizer's heroic and unprecedented effort to maintain Lipitor's market share after expiry last November and after spending more than $87 million promoting the medicine, the world's biggest drug company is quietly giving up on its once-great cash cow for good because more generic versions will soon be going on sale. Meanwhile, AstraZeneca promoted Crestor on its corporate blog. It's unusual for a pharmaceutical company to mention a product by brand name on its corporate blog. It's even more unusual to mention BOTH the product AND its indication -- because that would be promotion regulated by the FDA. But AstraZeneca has done just that on its 'AZ Health Connections' corporate blog. Why now? Can it be a purely opportunistic cheap shot?
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?
"Open Access" Social Media Guidelines for Pharma A Review and Commentary by John MackHealth Social Media...
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
This article reviews two recently published and important guidances from the FDA that concern the dissemination of drug information to consumers.
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.
A 'recession' in pharma marketing is likely considering the well-known 'patent cliff' that's currently in progress; ie, blockbuster drugs with a combined $170 billion in annual sales will go off-patent by 2015. That means even less mass media advertising and more digital advertising. But 'more digital advertising' does not mean that much more money will be spent in the digital arena. That's because of social media, where it's virtually free to advertise!
Making Sense of Multichannel Marketing: Towards Achieving the “Holy Grail” of Marketing Effectiveness
This article summarizes the discussion lead by Starnes during a recent MultiChannel Webinar hosted by eyeforpharma, which is also hosting the 2nd Annual Multichannel and Mobile Strategy conference November 29-30, 2012, in London. Also speaking at the webinar was Tim White, Head of Digital Commercialization - Europe for Novartis, Benedikt Hoffmann, Head of eBusiness, Janssen, and Morten Kamp Jorgensen, Director, Corporate Brand & Reputation, at Vestas, a company that specializes in wind power solutions.