Pharma Marketing Blog 2010: The Year in Images
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Pharma Marketing Blog 2010: The Year in Images

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Images from Pharma Marketing Blog chosen by the "real" Pharmaguy to represent the major issues of pharmaceutical marketing in 2010. Includes notations and links to blog posts.

Images from Pharma Marketing Blog chosen by the "real" Pharmaguy to represent the major issues of pharmaceutical marketing in 2010. Includes notations and links to blog posts.

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Pharma Marketing Blog 2010: The Year in Images Pharma Marketing Blog 2010: The Year in Images Presentation Transcript

  • The Year 2010 in ImagesThese are my favorite images that appeared in Pharma Marketing Blog 2010: The Year in ImagesPharma Marketing Blog posts made in 2010. © 2010. Pharma Marketing Network. All rights reserved.
  • TIME Person of the Year: Pharmaguy Of course the most important event in 2010 was this quote in TIME magazine: “If [pharmaceutical companies] cant fully participate in the social-media conversation, they get marginalized," says John Mack, publisher of Pharma Marketing Blog. Pharma is "Cleverly Navigating" the Social Media Space Says TIME Magazine Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Pharmaguys Comedy Improv(e) Club Heres to the humorous side of pharmaceutical marketing. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • A Note on OrganizationImages are ordered according to topic areasrather than chronologically as follows: • Social Media • Pharm Use of Internet Other Than Social Media • Media Mix • Payments to Physicians • Pharma Companies – Merck – Johnson & Johnson – Pfizer Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Waiting for GoduidanceSocial media, social media, social media...how manytimes did we hear that in 2010? Perhaps like Godot, FDA social media guidance may never arrive. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • #FDAsm Comments vs Presentations Although the drug industry made few presentations at the November, 2009, FDA public hearing on regulation of the internet & social media, the industry submitted its fair share of comments to the docket afterward. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Who Submitted Comments to FDA After the Hearing Heres another way of looking at who submitted comments to the FDA. Most “Health Websites” were for-profits that seek pharma ads and sponsorships. “Industry Advocates” include organiza- tions such as PhRMA, the industry trade association. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • How Flexible Can FDA Be? Johnson & Johnson urged FDA to take a "flexible approach" to social media regulation. It specifically cited FTC’s “reasonable man” as a model for how to regulate space-limit pharma ads. Later in 2010, the Center for Digital Democracy, in a complaint filed with the FTC, said "Before the FDA acts, it should await an investigation and a report [on online health marketing privacy issues] by the FTC." Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Medium vs Message FDA has often said that it’s the message, not the medium that is their concern. The question is: Does the Internet require specific guide- lines because of its unique and evolving communication technology? Keep in mind that in 1997 the FDA published specific guidelines for TV, which opened the floodgates for DTC advertising via that medium.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • FDA Facebook Fan Club When this Fan Club began the call to action was: "Welcome to the FDA Fan Club! Lets see if we can get the FDA to start its own Facebook page and use this group to promote it!" Well, the FDA now has a Facebook page. Good job, FDA Fan Club members! Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Scrooge FDA FDA did NOT issue any social media/internet guide- lines in 2010. What’s holding up the process? Is it the WLF/Pfizer brief asking the U.S. District Court in Washington, DC for a preliminary injunction against FDA enforcement action? The WLF argued that FDA has not provided sufficient justification for interfering with free speech when directed to consumers on social media sites.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Is Social Media Pharma’s Friend?While the drug industry awaits FDA social media guidelines, some companies are not waiting to initiate social media campaigns.Regardless of FDA action or inaction, the industry should be careful before seriously getting involved with social media marketing. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Types of Sites Health Information Seekers Visit Despite all the brouhaha about social media and Facebooks ascendancy, it turns out that simple old drug.com sites are morefrequently visited by health information seekers than is Facebook! Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Close But No Cigar Despite the fact that several pharma "social media" sites and cam- paigns have won accolades and awards from interested service providers and consul- tants, precious few of these sites allow 2-way conversations, which is the hallmark of truly social media. All the others win the “close, but no cigar” award.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • The Disgruntled Patient In 2010, at least one pharma company social media site—a sanofi- aventis Facebook page—allowed unedited comments to be posted. Unfortunately, S-A didnt have a moderation policy or a social media crisis management plan. A disgruntled patient over- whelmed the wall with negative comments. All sanofi could do was to delete the comments and take down the wall. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Jump Right In! Pharma companies are being urged by consultants and social media agencies to do something with social media even if they might not be properly prepared. S-As experience with a disgruntled patient was a lesson that no pharma company can ignore.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Social Media Intern Its Social Media Intern! Who can change the course of social networks, fix an errant Facebook page faster than a speeding bullet, jump over the highest hurdles of any pharma legal/ regulatory department, and who disguised as Emily Jameson (no relation to Jenna Jameson), mild-mannered intern for a great interactive agency, fights a never ending battle for pharma authen- ticity, transparency, and the ePharma Pioneer way!Social Media Intern is Here to Help Pharma Avoid Social Media Faux Pas! Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • The Shirt Off My Back! Even though most pharma social media campaigns have flaws, Pharmaguy recognized the efforts of social media pioneers working within pharmaceutical companies. Alex Butler of Janssen was the recipient of the first Pharmaguy Social Media Pioneer Award—the Hawaiian shirt off Pharmaguy’s back! Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • The Pharmaguy Social Media Pioneer Lapel Pin Pharmaguy also wishes to recognize ALL social media pioneers in the pharma- ceutical marketing industry. Hence, this lapel pin was distributed to dozens of pioneers and you too may qualify! Apply for one here. The hope is that by wearing the pin, it will prompt discus- sions about what it means to be a pharma social media pioneer. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Social Media Pioneer Mummy! Shwen Gwee (@shwen) was taking “heat” for being recognized as a pharma social media pioneer even though his company does not have a product on the market and he hasnt launched any public SM campaigns. He received this scary mummy on his door- step around Halloween. Pharmaguy promptly sent one of his social media pioneer lapel pins to the mummy who’s no dummy. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Dark Patient Social Networks While the pharmaceutical industry is chaffing at the bit to "engage" patients in social networks, most patients spend most of their time online in password-protect- ed social networks that are inaccessible by pharma marketers unless the marketers disguise them- selves as patients. That sort of thing is a problem that guidelines from the FDA cannot address. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Fake Patients on the InternetPharma marketers already feature fake "patients" on their plain old websites. It’s only a short step from that to creating fake patientaccounts on password-protected patient social networks in order to influence discussions about products. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • “Crowd Sourcing” Replaces Your Physician iGuard—now MediGuard —is not intended to be a substitute for professional medical advice. Some people, however, think social media and user- generated content ("crowd sourcing") can actually be of value. Will this have a negative impact on the patient- physician relationship? Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Celebrities & Social MediaCelebrities and Social Media is a match made in pharma marketing heaven! Its the perfect social media storm when a celebrity likeracecar driver Danica Patrick teams up with Boehringer IngelheimsDrive Against COPD campaign, which involves not only Twitter but also Facebook, Flickr, and YouTube. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • The Internet Can Be Depressing A study offers evi- dence suggesting that "using the Internet for health purposes [is] associated with increased depres- sion." Maybe we shouldnt be pressing FDA for social media guide- lines for pharma after all!Use of Internet to Obtain Health Information Can Make You Depressed Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Feeble-Minded Digital Pharma Geniuses You may think the FDA is a dunce when it comes to the Internet. It turns out, however, that some pharma companies are digital feeble-minded idiots. In fact, a pharma company can be both a feeble- minded digital idiot and a digital genius according to the "L2 Digital IQ Index" for pharmaceutical brands, a first- of-its kind measurement of the digital competence of 51 pharma brands across eight therapeutic categories.Is Your Brand a Digital Genius or a Feeble-Minded Idiot? Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • DTC Ad Spend Trend DTC advertising staged a bit of a comeback in 2009. We cant wait to see the 2010 numbers! DTC Marketing Mix: Radio & Outdoor Ad Spend Soars, Internet Not So Much Making Sense Out Pharma DTC Spending TrendsPharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • DTC Media Mix, 2009 vs 2008 Good news for those who want pharma to spend more money on Internet-based direct-to- consumer (DTC) advertising/ marketing. That spending—not counting search engine marketing—increased by 30% in 2009 versus 2008. The bad news is that total Internet display ad spending is less than 3% of pharmas entire DTC budget. Making Sense Out Pharma DTC Spending Trends Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • “New Media” Spend for Physician Promotion Telephone eDetailing, where physicians hear a detail on demand via the phone along with an interactive presentation via the Web, accounts for 49% of the "new media channel" physi- cian promotional spend, whereas "Internet de- tailing" is only 35% and Web advertising target- ed to physicians is a meager 1%.Detailing by Telephone Accounts for Nearly Half of "New Media" Promotion to Physicians Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Merck & GSK Prefer New York Docs Recent physician payment data made public by a few pharma companies such as Merck and GSK are being analyzed by many experts. This chart was developed to see if physicians in some states benefited disproportionately from pharma payments. Why Does GSK Prefer New York Physicians & Will Governor Patterson Ruin It for Them? Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Pfizer Payments to Physicians Pfizers physician payment data for Q1 and Q2 2009 are plotted in this chart according to type of payment. It clearly shows what portion of every dollar was spent on hiring physicians for research vs promotion (speaking and "consulting"). Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • PIRs are Declining There has been some decline in the percentage of physicians involved in Pharma-Industry Relations (PIRs) between 2004 and 2009. While some believe this is a result of cut backs in marketing due to the global financial crisis, PIRs may be declining in part because of the depressed number of new drugs in the pipeline that require marketing to physicians.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • NAMI’s Pharma Funders In the past, the National Alliance on Mental Illness (NAMI) was reluctant to reveal its source of funding. No wonder! The biggest pharma funder in 2009 was AstraZenca, which gave NAMI $1.255 million. AZ was forced to pay about 400X as much ($520 million) to resolve alle- gations that it illegally marketed the anti-psychotic drug Seroquel for uses not approved as safe and effective by the FDA.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Are Docs Being Banished from the “Pharma Garden of Eden?” At issue is a decision by the American Heart Association (AHA) to ban pharmaceutical industry physician employees from making medical education presentations at the AHAs annual scientificsessions. All the fuss over this decision is just a tempest in a teapot as far as physician education is concerned. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Medical Schools Don’t Ask & Their Faculty Don’t Tell"When it comes to enforcing [conflict of interest] policies, universities have allowed permissive interpretations and relied on the honorsystem," said ProPublica. “Many physicians are in apparent violation,and ignorance or confusion about the rules is widespread.” Everyone is enjoying too much the ride that pharma is taking them on. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Physicians Fed Fake Medical Journal Articles The publication of "fake" medical journals in Australia by Elsevier prompted a Pharma Marketing Blog opinion that mixing marketing and editorial content in medical publishing is un- acceptable even when there is plenty of "trans- parency." Medical pub- lishers must erect a "fire- wall" between marketing and editorial. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Japan vs. U.S. Pharma InnovationThe U.S. drug industry claims it is able to develop innovative new drugs thanksin part to the high price of Rx brands in the U.S. But a Japanese cloth company beat Merck & Pfizer in the number of new drugs approved by the FDA! Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Goggins Testifies Before CongressColleen Goggins, chairman of Johnson & Johnsons Consumer Group, testified at a House Oversight and Government Reform Committee hearing regarding OTC drug recalls made by McNeil. Johnson & Johnson Chairman and CEO William Weldon was called to testify, but sent Goggins in his place. What a wuss! Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • J&J’s Secret RecallWhen Johnson and Johnsons McNeil Pharmaceuticals discovered thatMotrin tablets on drugstore shelves might be faulty, the company hiredcontractors to purchase all the affected Motrin they could find in stores.Goggins claimed not know about it. Huh? Did she take a bullet for J&Js CEO? See want she got as a reward in the next slide. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • J&J’s Farewell Gift to GogginsColleen Goggins, who testified in the spring of 2010 before aCongressional committee investigating recalls, will retire in March, 2011. Word is, she wont be getting a gold watch! Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Parallels Between BP and J&J In 2010, the BP oil spill reminded us of the many parallels between the pharmaceutical and oil industries. To find out what these parallels are, just read this Pharma Marketing Blog post. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • GSK Overwhelms the FDA with Paperwork The 14 million pages of documents that GSK submitted to the FDA in defense of Avandia had the intended effect: overwhelming FDAs advisory panel with "science," question- able as it may be. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Do You Know How to Pronounce “Boehringer Ingelheim?” You may be among the many people who have difficultypronouncing "Boehringer Ingelheim," the name of a well-known, but difficult to pronounce German pharmaceutical company. This rebus may help you remember how. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Allergan Sues FDA, Gets Smaller Fine Allergan may have gotten off easy with a $600 million fine to settle a BOTOX misbranding charge. In exchange, the company agreed to drop the lawsuit it filed against the FDA challenging a rule that prohibits mar- keting drugs for unapproved uses. Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Jeff bin Kindler Pharma Marketing Blog published a Wikileaks document about Jeff Kindler, aka “Jeff bin Kindler,” Pfizer’s CEO. About a week later, Kindler decided to call it quits. Coincidence?Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Bots Attack Pfizer! When Wikileaks became the target of "distributed denial of service" attacks, Pharmaguy wondered if the pharmaceutical industry was prepared for similar attacks on its digital infrastructure.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Symptom Quiz for Dogs “Symptom quizzes" that are found on many drug.com sites are more useful to marketers than they are to patients. Now there’s a site that has a quiz your dog can take!Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.
  • Alli in the Toilet Just one view of the future of GSKs OTC diet pill.Pharma Marketing Blog 2010: The Year in Images © 2010. Pharma Marketing Network. All rights reserved.