January 2012
What’s the big deal?• The show and its wares were significant for  the healthcare industry because:  – PC-based offerings ...
What’s the big deal?• The development is vitally important to the  healthcare industry because such  Search/Social integra...
What’s the big deal?• Nonetheless, the fresh FDA guidance is  important for the healthcare industry  because:  – For the f...
What’s the big deal?• Disruption to WebMD is important to for  the healthcae industry because this  double-shocker reveals...
What’s the big deal?• SOPA is important to keep an eye on for  the healthcare industry because the  legislation in its cur...
January 2012 News
January 2012 News
January 2012 News
January 2012 News
January 2012 News
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January 2012 News

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Our POV on today's news shaping tomorrow's healthcare communication industry.

Published in: Business, Health & Medicine
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January 2012 News

  1. 1. January 2012
  2. 2. What’s the big deal?• The show and its wares were significant for the healthcare industry because: – PC-based offerings like the new “Ultrabook” movement will attempt to compete with Apple’s iPad for “mobile” dominance, opening the space – Increased miniaturization coupled with exponential health app growth will soon make mobile health THE healthcare communications channel – Pharma will have to respond to this trend toward non-localized digital personalization with custom content suitable beyond the point of care
  3. 3. What’s the big deal?• The development is vitally important to the healthcare industry because such Search/Social integration: – Is not a question of “if” but “when…?” – changing user behaviors, expectations, and the way Pharma communicates to targets – Will potentially make paid Pharma ads less prominent and intersperse results with information un-authoritative and subjective data – Can make sensitive healthcare and pharma- related conversations glaringly public in ways that preclude Pharma social participation
  4. 4. What’s the big deal?• Nonetheless, the fresh FDA guidance is important for the healthcare industry because: – For the first time provides exact direction on how to safely handle off-label information comments online about pharma products – Although not specifically designed for social media per se, the guidance makes pharma participation in the social space easier and less risky – The document might be a harbinger for guidance addressing a safe and digitally efficient way to
  5. 5. What’s the big deal?• Disruption to WebMD is important to for the healthcae industry because this double-shocker reveals: – Competition is closing in on their once monopolistic content syndication model – Pharma is less willing to pay premium as large content platforms fragment and social channels become more prevalent and important – Mobile health is exploding to the point physicians and doctors start relying on health apps more than large unwieldy websites
  6. 6. What’s the big deal?• SOPA is important to keep an eye on for the healthcare industry because the legislation in its current form could: – Give government unprecedented control of content creation and distribution – Restrictively redefine proprietary content in ways that could significantly preclude sharing (e.g., much of YouTube could go dark) – Add further restrictions to an already over- regulated pharmaceutical communications rule book

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