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Vol. 13, Issue No. 6: June 2014 - EXECUTIVE SUMMARY

FDA Sets Up a Roadblock for Branded Rx Promotional Tweets
Are There Any Useful Detours or Workarounds?

FDA Tweet Blocks PharmaThe pharmaceutical industry had to wait more than five years for FDA's Office of Prescription Drug Promotion (OPDP) to finally publish the guidance document "Internet/Social Media Platforms with Character Space Limitations -- Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices" on June 18, 2014.

This article reviews the FDA's guidance on how pharma marketers must present both benefit and risk information within a "promotion" of FDA-regulated medical products via electronic/digital platforms that are associated with character space limitations: i.e., specifically through social media such as Twitter and through online paid search (e.g., "sponsored links" on search engines such as Google and Yahoo). The review also includes some ideas on how pharma marketers may be able to use Twitter for branded Rx messages and still be compliant with the new FDA guidelines.

Topics include (partial list):
  • Drug Safety Alerts Road Closure
  • R.I.P. "One-Click Rule"
  • FDA Examples #FAIL!
  • The Short & the Long of It
  • Reminder Ads: A Good Detour?
  • What About Workarounds?
    • Chain of Tweets
    • Tweets with Images
    • Twitter Cards
The full text of this article is available to subscribers. Subscription is free.

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FDA Opens Window for Pharma to Correct Misinformation Online
Wikipedia is at the Top of the List

Open Window for Correcting MisinformationThe pharmaceutical industry had to wait more than five years for FDA's Office of Prescription Drug Promotion (OPDP) to finally publish the guidance document "Internet/Social Media Platforms: Correcting Independent Third-party Misinformation About Prescription Drugs and Medical Devices" on June 18, 2014.

This article reviews the FDA's guidance on how pharmaceutical companies can respond to misinformation related to a firm's own FDA-approved or -cleared products when that information is created or disseminated by independent third parties on the Internet or through social media, regardless of whether that misinformation appears on a firm's own forum or an independent third-party forum or website.

Topics include (partial list):
  • Hosting Online Discussions
  • FDA Recommendations
  • Correcting Wikipedia Misinformation
  • The Freedom to Be Ignored
  • Should Pharma Correct Misinformation on Wikipedia?
The full text of this article is available to subscribers. Subscription is free.

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How to Host a Successful Pharma TweetChat
Tips from Boehringer Ingelheim

BI Tweet ChatBoehringer Ingelheim (BI) has hosted several disease-specific TweetChats focused on atrial fibrillation, chronic obstructive pulmonary disorder (COPD) and lung cancer. Despite the regulatory challenges posed by such activities, these were all successful, both in terms of delivering value to stakeholders and to BI, while remaining compliant with existing laws and regulations.

This article reviews BI's "playbook" -- titled "How pharma TweetChats can drive healthcare innovation" -- which provides detailed insights for planning and delivering successful pharma TweetChats. The authors of the playbook -- Patricia Alves, Social Media Community Manager, and Jaclyn Fonteyne, Social Media Specialist, at BI -- were also interviewed for this article.

Topics include (partial list):
  • Sharing Lessons
  • Planning a TweetChat
  • Moderator or No Moderator?
  • Measuring Success
  • The Future of Pharma TweetChats
The full text of this article is available to subscribers. Subscription is free.

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Vol 13, #6 Contents






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