Vol. 10, Issue No. 11: 21 JUNE 2011 - EXECUTIVE SUMMARY

Welcome to Volume 10, Issue #11 (21 JUNE 2011) of Pharma Marketing News. See the featured article summaries below. John Mack, Publisher & Editor editor@news.pharma-mkting.com

Finding the Consumer Within the Patient

Insights Into How Healthcare Decisions are Made Self Care Catalysts' Patient Intelligence Insights Guide™ on Diabetes is the only integrated patient-and consumer-centric report that explores how people suffering from an invisible condition such as diabetes actually circumnavigate their health condition, using the unique Self Care Health Decision Making Dynamics framework™. It is an example of what Grace Soyao, Founder & Chief Strategy Officer of Self Care Catalysts Inc., a health research and strategy company, means by "Finding the Consumer within the Patient." The Patient Intelligence Insights Guide™ dissects and connects information and insights that will enable market researchers, marketers, business development managers, innovation champions and health care professionals to use it for business planning. This article is a summary of conversations with Soyao about her company's research and findings into complex patient decision making and behavior and how to translate that research into an actionable marketing plans for pharma brand managers. Topic headings include: The Self-Care Views Pharma Needs to be More Patient Centric FIGURE: The Patient Intelligence Insights Guide Map from "Diabetes Patient Intelligence Insights™" Survey of 4,500 North Americans Self Care Opportunity Discovery Enablers, Stoppers, Accelerators Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:

Fair Social Media Practice Principles

Rules for Third-Party Engagement in Patient/Physician Social Networks. Rules for Third-Party Engagement in Patient/Physician Social Networks It used to be that privacy policies were written in legalese incorporated into terms of use agreements. Even when separate privacy policies were developed, they varied from site to site owned and run by the same organization. After government (ie, FTC) privacy policy guidelines and laws were enacted, privacy policies were required to comply with standard fair information practice principles that make certain promises about protecting a user's privacy (see, for example, "Pharmaceutical Compliance with Fair Information Practice Principles"). Privacy policies also have become much easier to read and understand. The same should be true of the social media policies that are separate and different from Terms of Use agreements. A Social Media Policy is not just an agreement that users must abide by. More importantly, it is a PROMISE to users from site owners/sponsors concerning how they will protect or attempt to protect user-generated content, personal conversations, interactions, and engagements with third-parties on the site. These policies should comply with as-yet-to-be-determined, universally accepted "fair social media practice principles." Read the article here: http://www.pharma-mkting.com/news/pmn1011-article02.htm

Most Credible Bad Ad Complaints are Submitted by Pharma

Bad Ad Program is a Success! According to a Bad Ad Program 2010-2011 Year End Report just issued by the FDA (see here), the program is a success despite the fact that ONLY 125 complaints were deemed worthy of "comprehensive review." The remaining 203 Bad Ad complaints were presumably filed away in DDMAC's circular file. Those 125 complaints worthy enough for review lead to 5 enforcement actions. Nearly 60% of those complaints worthy for review were submitted by "representatives" of the pharmacuetical industry. Read more about this here http://www.pharma-mkting.com/news/pmn1011-article03.htm

The British Pharmaceutical Industry Issues Social Media Guidance for Adverse Event Reporting

Once Again the Brits Have Beaten the US! Once again the Brits have beaten the US in issuing useful guidelines for social media use by the pharmaceutical industry! As I reported back in April, 2011, the Prescription Medicines Code of Practice Authority (PMCPA), which oversees the self-regulatory code of the Association of the British Pharmaceutical Industry (ABPI), published "informal guidance" providing the drug industry advice on how to use online communications. The ABPI Pharmacovigilance Expert Network (PEN) published GUIDANCE NOTES ON THE MANAGEMENT OF ADVERSE EVENTS AND PRODUCT COMPLAINTS FROM PHARMACEUTICAL COMPANY SPONSORED WEBSITES. Read more about this here: http://www.pharma-mkting.com/news/pmn1011-article04.htm

The Twelve Steps of Pharma Social Marketers Anonymous

The Path to Overcoming Your Fear of Social Media Welcome to Pharma Social Marketers Anonymous (PSMA)! You are among friends. Soon, you will take important steps on the path to overcoming your fear of social media. The first step is to admit you are powerless over social media and that your online life has become unmanageable. Are you ready to take ALL 12 steps toward recovery? Learn the steps to recovery here: http://www.pharma-mkting.com/news/pmn1011-article05.htm