Should Pharma Do Tumblr?
Peter Houston (@Flipping_Pages) asked "Could Pharma Do Tumblr?" in a guest post to PharmExecBlog (here). "I’m not suggesting that anyone switch their social media budget to Tumblr today on the strength of Yahoo’s involvement," said Houston. "But it’s worth keeping an eye on what Yahoo does and how the Tumblr audience reponds. If they get the content marketing part of the play right and the user base keeps active, Tumblr might just make it into your social media marketing plan."My question replaces "could" with "should," which is probably what Houston meant to say -- it just got lost in translation from UK English to ...
Source: Pharma Marketing Blog - May 23, 2013 Category: Pharma Commentators Tags: Tumblr social media Source Type: blogs
Using Social Media as an Early Predictor of a New Drug's Market Share
According to Gideon Mantel, co-founder and CEO of Treato, social media can predict the success of a new drug launch much faster than traditional methods."Many pharmaceutical companies try to measure the success of their launch based on weekly script trends," said Mantel in a blog post (here). "The difference between social media data and data derived from prescriptions is significant: social media data can predict the future, while script data record the past."To illustrate this, Treato looked at patient-written social media posts on over 2,000 health blogs and forums to find mentions of Tecfidera (formerly called BG-12 du...
Source: Pharma Marketing Blog - May 22, 2013 Category: Pharma Commentators Tags: social media Source Type: blogs
Jerome "The Bus" Bettis Promotes Auvi-Q With and Without the Important Safety Information
Celebrity spokespeople seem to be all the rage in pharma marketing circles these days. I wonder, however, how closely the FDA is watching celebrity endorsements such as former NFLer Jerome Jerome “The Bus” Bettis's promotion of Sanofi's talking epinephrine injection, Auvi-Q, which is marketed for the treatment of life-threatening allergic reactions (anaphylaxis) in people who are at risk for or have a history of these reactions.Bettis is not just promoting anaphylaxis awareness on TV shows such as the The Doctors. On TV, Bettis is actively demonstrating how the product works and naming brand names. But h...
Source: Pharma Marketing Blog - May 21, 2013 Category: Pharma Commentators Tags: Celebrity Endorsement Sanofi Source Type: blogs
Will 2013 Be the Year of "Digital Pharma?"
Today, I posted on Twitter "HCP digital spend by pharma to equal that of print this year, forecast says." That tweet is getting a lot of retweets and Mike Young (@Brandshaping) responded "The times they are a changing."I am afraid my tweet may be misleading. I should have said "HCP digital MEASURED MEDIA spend by pharma to equal that of print this year, forecast says."My tweet points to a chart I created from data published in a whitepaper from Compas: "Follow the Money-- a Point of View on HCP Media Trends in Pharma" (find it attached to this post). Here's my chart:This looks pretty impressive. But let's make sure we unde...
Source: Pharma Marketing Blog - May 21, 2013 Category: Pharma Commentators Tags: Physician Marketing Ad Spend ePromotion Source Type: blogs
Measure Differently for Healthier Returns
Discussions" at the Social Media for Pharma Conference in Princeton, NJ. This conference was organized by Advanced Learning Institute, one of my clients.As always, discussions of "return on investment" in pharma marketing are fraught with difficulties, especially when talking about consumer and patient focused marketing efforts and even more especially when these efforts involve social media.I came away with two insights from the discussions I led:Other than scripts written, practically everything pharma marketers measure for ROI analyses are surrogates for scripts written, and pharma brand managers move in and out of...
Source: Pharma Marketing Blog - May 17, 2013 Category: Pharma Commentators Tags: ROI Pharma Marketing Talk patient-centricity social media marketing Sanofi Source Type: blogs
