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!
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?
This article reviews two recently published and important guidances from the FDA that concern the dissemination of drug information to consumers.
Twitter's new rules change the playing field for third party developers, establish caps on number of users, and shift guidelines to requirements across four categories of businesses. Will the new rules ruin the spirit of social media and are they bad for healthcare?
'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.
Welcome to Volume 11, Issue #11 (27 December 2012) of Pharma Marketing News.
Welcome to Volume 11, Issue #2 (22 FEBRUARY 2012) of Pharma Marketing News.
Welcome to Volume 11, Issue #8 (11 SEPT 2012) of Pharma Marketing News.
Drugmakers dissatisfied with the FDA's use of guidances as a form of policymaking -- including long-awaited guidance for use of social media by the pharmaceutical industry -- could find legal ammunition against the practice. This article presents the relevant case information.
Welcome to Volume 10, Issue #13 (23 AUGUST 2011) of Pharma Marketing News.