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Vol. 10, Issue No. 12: 20 JULY 2011 - EXECUTIVE SUMMARY

Pharmaguy
Welcome to Volume 10, Issue #12 (20 JULY 2011) of Pharma Marketing News. See the featured article summaries below.

John Mack, Publisher & Editor
editor@news.pharma-mkting.com
Adobe Connect for eDetailing
Making Physician Communications More Effective

Adobe ConnectIntense competition, regulatory scrutiny, and new ways that healthcare providers access information are just a few of the challenges facing pharmaceutical, biotech, and medical device companies when they set out to detail physicians about their products. New advances in Internet technology, coupled with government and self-regulation, have curbed face-to-face interactions even more, and as a result, healthcare providers are turning to the Internet for self-directed research.

Various forms of eDetailing have been around for a number of years. Usually, these fall into two distinct categories: (1) "self-directed" programs where the physician navigates an online program without any interaction with a sales rep (ie, "traditional" eDetailing), and (2) a Web-enabled interactive program that includes realtime communication with a sales rep

This article focuses on Adobe Connect for eDetailing, a specific collaboration between Adobe and ConnectSolutions, a leading provider of private cloud deployments of web conferencing and collaboration solutions.

Topic headings include:
  • Many eDetailing Flavors
  • ConnectSolutions & Adobe Partnership
  • Limitations of "Traditional" eDetailing
  • Enterprise Integration is Key
  • Features & Benefits
  • Some Deployment Technical Details

Read this article now. It's FREE...

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The Digital Health Coalition
Solving Pharma's Social Media Problems -- Mission Possible?

MarkBardA conversation with Mark Bard, founder of the Digital Health Coalition, regarding the mission of the Coalition and what companies and individuals are involved.

The Digital Health Coalition, a nonprofit organization with 501(c)(3) status pending, was created to serve as the collective voice and national forum for the discussion of the current and future issues relevant to digital and electronic marketing of healthcare products and services.

Some Questions/Topics Discussed:
  • What is the Digital Health Coalition? Who's involved?
  • Why did you create the Digital Health Coalitioin? Why Now?
  • What are some of the goals and proposed projects of the Coalition?
Listen to the podcast here:
http://www.pharma-mkting.com/news/pmn1012-article02.htm

Citizen Petition Likely to Delay FDA Social Media Guidance
Why Now?

Expect DelaysAllergan, Eli Lilly, Johnson and Johnson, Novartis, Pfizer, Novo, and Sanofi-Aventis filed a 'citizen petition' with the FDA, urging the agency to 'establish comprehensive, clear and binding regulations to guide the industry' in communicating off-label drug information to physicians and payers. Although the words 'Internet' and 'Social Media' are not mentioned in the petition, it is likely to hold up social media guidelines regarding 'unsolicited requests' that were promised as the first in a series of FDA guidelines.

Read more about this here
http://www.pharma-mkting.com/news/pmn1012-article03.htm

Tracking Public Health Trends
Twitter vs Google vs Your Nose

For tracking some health trends -- eg, allergies -- your nose may be a good indicator. But public health officials cannot depend upon their noses to make important decisions. They need actionable real time data. Can new technology help them get the data they need cheaply?

Some time ago, Google decided that search trends can be used to track diseases such as influenza. It published results of a study of its data in a white paper: "Detecting influenza epidemics using search engine query data" (find it here). They found a strong correlation between search data and CDC data.

Now, researchers at the Johns Hopkins Center for Language and Speech Processing have analyzed 2 billion public tweets posted between May 2009 and October 2010 to learn if it is possible to use Twitter to track important public health trends.

To see the results, click here:
http://www.pharma-mkting.com/news/pmn1012-article04.htm

Pfizer, Show Us Your Social Media "Playbook"
Has It Been Found? What Does It Reveal About Pfizer's Social Media Implementation Plan?

Ray Kerins (@raykerins), Vice President of Worldwide Communications at Pfizer, talks about Pfizer's 'groundbreaking internal Social Media Playbook' but won't show it to us. What can be in the playbook? How many people does Pfizer dedicate to social media? This article discusses those questions and offers a peek into a playbook contender.

View the deconstruction here:
http://www.pharma-mkting.com/news/pmn1012-article05.htm

Vol 10, #12 Contents








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