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Vol. 9, Issue No. 8: OCTOBER 2010 - EXECUTIVE SUMMARY

Pharmaguy
Welcome to Volume 9, Issue #8 (OCTOBER 2010) of Pharma Marketing News. See the featured article summaries below.

John Mack, Publisher & Editor
editor@news.pharma-mkting.com
Social Media and the Limitations of Disease Awareness Campaigns
Upfront Commentary

SM and Disease AwarenessI am impressed by all the pioneering social media campaigns that have been created by European pharma companies.

Of course, all these campaigns are "unbranded" disease awareness initiatives. It's as if the ban on DTC allowed EU marketers to see the forest for the trees.

But disease awareness (DA) campaigns have limitations that even well-executed social media campaigns cannot overcome.

Read this entire OpEd piece by John Mack here:
www.news.pharma-mkting.com/PMNews_98_UpFront.pdf

Integration of Custom Media into the Marketing Mix
The American Diabetes Association Makes It Easy!

Three ADA BooksWhich do patients, caregivers, and healthcare professionals prefer: custom educational materials ("custom media") or advertising? It may not surprise you to learn that 3 out of 4 respondents in a study by Roper Public Affairs for the Custom Publishing Council agreed that getting information from an interesting collection of articles is more appealing than getting information from advertisements.

Of course, not all custom media are up to the task. What you need is information that is specifically tailored to the audience you are trying to reach and that is created by a well-known and respected educational partner. Pharma marketers are increasingly turning to patient advocacy groups as educational partners in order to reach their members and leverage their content. One of the most premier advocacy organizations in the U.S. is the American Diabetes Association®: (ADA).

This article summarizes a discussion with Abraham Ogden, the Director of Book Publications for the American Diabetes Association, about integrating ADA's custom publications into the pharma marketing mix.

Topic headings include:
  • Diabetes Affects Millions of Americans
  • ADA's Custom Publication Program
  • Authoratative Brand
  • Repurposing Content Keeps Prices Competitive
  • Diabetes 911
  • Custom ADA Publications for Consumers
  • Customization is Key
  • Quick Turnaround
  • What About Product Ads?
  • Custom ADA Publications for Professionals
  • Compliance with PhRMA Code
  • New Media Options

Download PDF file

Digital Pharma Is Alive and Well in Europe!
Report from DigiPharm Europe 2010

EU DigiPharmFrom September 28 through October 1, 2010, over 200 conference attendees of the DigiPharm EU conference in London, heard from industry experts including marketing specialists from Lundbeck, Janssen-Cilag, GSK, Roche, Boehringer Ingelheim, Pfizer, Genzyme and Merck Serono who provided a summary of the best current practices and a glimpse at how EU pharma companies are driving digital marketing and communications forward.

This article presents highlights from the conference. It was written by Paul Jacobs who is the Director of Digital at a global medical education agency based in London. Paul is passionate about social media, digital innovations and the digital environment and is the author of Medigital blog.

Topic headings include:
  • A Call to Action
  • The ROI Problem
  • Five Steps to Buy-in Success
  • Webkey: Integrating Print and Digital
  • Wikipedia Editing and the Creative Commons
  • Roche's Social Media Guidelines for Employees
  • Talk... and Also Listen
  • Obsessing Over Metrics
  • The Mother of All Dashboards
  • Janssen's Social Media CHARTER
  • Everything Pharma Says is Promotional According to Some EU States
  • Global Reach
  • Pharma Turns YouTube Comments On!
  • Pfizer Engages HCPs
  • Preserving eMarketing Knowledge Within the Organization
  • Pushing Pharma Outside the Envelope
  • Waiting for Goduidance
  • Microchips and Pills
  • More Challenges Ahead

Download PDF file

Getting Market Research Right in Emerging Markets
Identify Opportunities, Avoid Pitfalls

Emerging MktsWith the challenges facing the pharmaceutical industry in the more developed markets of the US, Western Europe and Japan, the emerging markets have become the growth engine for many businesses, including Big Pharma, which is shifting its investment to new geographies. Neverthe-less, in countries where market research is not yet established, e.g., China, India and the Middle East, online penetration is limited, secondary data sources are nonexistent, and the challenge remains how to get the insights required to guide business strategy in these markets.

This is the first in a series of articles summarizing highlights from a recent webinar focused on these issues featuring experts from Kantar Health, a global consultancy and marketing insights organization that was formed in 2009 by uniting Consumer Health Sciences, MattsonJack, TNS Healthcare and Ziment.

Topic headings & charts include:
  • Importance of Emerging Markets
  • The "Emerging 7"
  • Growing Affluence of Populations
  • CHART: Global Pharma 5 Year Growth Projections
  • CHART: Growth of Middle Class in Emerging Markets
  • Emerging Market Misconceptions
  • China's Five-Pillar Framework
  • The "Rurban" Opportunity
  • More Data Becoming Available
  • Shift from Product Positioning to Brand Marketing
  • Sales Force Effectiveness
  • Frequently Asked Questions
  • Research Methodologies That Work Best in Emerging Markets

Download PDF file

Vol 9, #8 Contents







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