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Vol. 10, Issue No. 17: 10 NOVEMBER 2011 - EXECUTIVE SUMMARY

Pharmaguy
Welcome to Volume 10, Issue No. 17 (10 November 2011) of Pharma Marketing News. See the featured article summaries below.

John Mack, Publisher & Editor
editor@news.pharma-mkting.com
Stakeholder Effectiveness
Maximizing the Value of Your Interactions with Multiple Stakeholders

Stakeholders

 

Kantar Health, a leading global, evidence-based decision support partner to the world's leading pharmaceutical, biotech, device and diagnostic companies, recently delivered the highly anticipated 2011 results of its annual Stakeholder Effectiveness survey, which revealed that over two-thirds of respondents from leading companies in the pharmaceutical sector think that customer retention is a key performance measure.

The top-line results of this survey of physicians were presented in a September 21, 2011, webinar. This article is a summary of the presentations made by Sylvia Lifschitz, Ph.D., Vice President, Kantar Health, and Mark Sales, Head of Global Brand & Stakeholder Management, Kantar Health.

Topics include:

  • The importance of getting the right metric to measure your sales organization.
  • How the pharma sales force is changing and its impact on the industry.
  • Key findings regarding what your customers want and what they value in their pharma relationships.
  • How to leverage stakeholder effectiveness to achieve results and create customer relationships.
  • Insights from Kantar Health's new payer research.

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

Download PDF file

Johnson & Johnson's ennTV
An Engaging Employee News Network

Michael HeinleyBill Price A conversation with Michael Heinley, Corporate Vice President, Leadership and Employee Communication, and Bill Price, Vice President, Media Relations, Johnson & Johnson, about the company's Employee News Network ("ennTV"), a new video news magazine produced for J&J employees worldwide.

"Thanks to feedback from employee surveys and some common sense," said Michael Heinley, "we sought to develop a communication vehicle to engage -- and sustain -- interest among employees globally."

This requires delivering information in short bursts, preferably on video, and providing easy, unrestricted access, and these days that means offering the option to reach employees on their smartphones. Each episode and its individual stories can be shared -- externally -- with friends and family. So, for example, if employees or others see a story about a particular health issue or innovative program, anyone can email it, post the video to Facebook or other social media site, whatever, wherever.

Some Questions/Topics Discussed:

  • What are the goals of J&J Employee News Network?
  • How did you get employee input when planning ennTV? What's been the feedback from employees since it was launched?
  • Did you put this on YouTube hoping it would go "viral?" What do you hope non-employees take away from the shows?
  • How do you plan to measure success?
  • What sort of employee stories will you feature in the future?
  • Is this show produced internally by your video department, or externally by a production company?
  • Who reviews and approves the content?
More information and audio podcast can be found here:
http://www.pharma-mkting.com/news/pmn1017-article02.htm

Pfizer's Chapstick Slapstick Facebook Fiasco
Ad uses woman's ass as a prop!

Chapstick SlapstickThere's a long-standing tradition of using women in ads -- including most direct-to-consumer (DTC) Rx drug ads. Until social media, however, women haven't been able to submit comments directly to advertisers about offensive ads. And women are VERY important when it comes to social media marketing and communications (e.g., listen to this podcast: "How to Score With Women (as a Marketer) via Social Media").

If pharma marketers are going to be successful engaging consumers (mostly women) via social media, then they need to be more sensitive about how they portray women in ads and very savvy about how they handle comments (if they allow comments). Case in point: Pfizer recently mishandled negative comments about a Chapstick ad image posted on its Chapstick Facebook page.

Get more details here:
http://www.pharma-mkting.com/news/pmn1017-article03.htm

Pharma YouTube Patient Videos Lack Transparency

Blurry YoutubeAccording to the results of two separate social media-related studies unveiled at the recent American College of Gastroenterology's (ACG) 76th Annual Scientific meeting in Washington, DC, social networking sites like Facebook and YouTube may lack patient-centered information and can also be sources of misleading information that could potentially do more harm than good.

Read more about this here:
http://www.pharma-mkting.com/news/pmn1017-article04.htm

Pharma Turns Up Heat to Unchill Off-Label "Free Speech"

Off-Label Woolly Mammoth"FDA's regulations censor manufacturers," says the Medical Information Working Group (MIWG), an "informal" group of pharmaceutical companies that includes Allergan, Amgen, Boehringer Ingelheim USA, Eli Lilly & Co., GlaxoSmithKline, Johnson & Johnson, Novartis Pharmaceuticals, Novo Nordisk, Pfizer, Purdue Pharma, and sanofi-aventis U.S. O

The MIWG contends that a manufacturer that "speaks about the lawful off-label uses of its products subjects itself to potential enforcement action unless FDA and DOJ determine, in their sole discretion, that they will not treat the speech as evidence of an 'intended use' for the product. This creates a chill on manufacturers' speech, which has serious potential consequences for physicians, patients, and the public health."

Read more about the heat here:
http://www.pharma-mkting.com/news/pmn1017-article05.htm

Are Pharma Reps Important to Docs or Not?

Orange vs AppleBased on a survey of physicians it sponsored, PhRMA says "nearly eight out of 10 physicians view pharmaceutical research companies and their sales representatives as useful sources of information on prescription medicines."

Wolters Kluwer Health Point-of-Care survey of physicians, only 33% of physicians "frequently" drug reps to gain information used to diagnose, treat and care for patients.

Who's right? Are we comparing oranges to apples?

Read more here:
http://www.pharma-mkting.com/news/pmn1017-article06.htm

Vol 10, #17 Contents









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