This document provides summaries of 13 images from the Pharma Marketing Blog in 2013. The images highlight topics such as: declining direct-to-consumer advertising spending; the potential for biologics to surpass small molecule drugs in sales; challenges for pharma companies in using social media and mobile technologies; and regulatory actions against pharmaceutical companies.
Pharma Marketing Blog 2010: The Year in ImagesPharma Guy
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.
Overcoming Pharma’s Social Media & Mobile Challenges Pharma Guy
This is a presentation I made at a Bayer HealthCare Grants4Apps™ meeting on June 11, 2013, in Berlin. It highlights some pharma social media and mobile app “milestones” or “firsts” that have paved the way for others to follow.
I identify the “Pioneers” who have helped the industry navigate through “uncharted” territory lacking regulatory guidance.
I also analyze some “mistakes” made by both leaders and followers. Only those who learn from thee mistakes of their competitors will move forward. Those who learn from their OWN mistakes will move forward fastest!
Finally, I present some ideas for “best practices” and “guiding principles” that may help you avoid regulatory actions.
In recent years the use of Twitter during ASCO’s annual meeting of Oncologists has become a central theme at the event. Two members of our Digital Strategy team, Steve Hunt and Jason Mazur, explored the #ASCO15 hashtag and how Pharmaceutical companies utilised the channel during this year’s event.
Specially, the research addresses:
- Which pharma companies had the most ‘influence’
- The tweet strategies they deployed to achieve this influence
- Some of our favourite pharma tweets
- Thoughts for #ASCO16
For more information please contact Steve Hunt on steven.hunt@ashfieldhealthcare.com or visit www.ashfieldhealthcare.com.
Overcoming Pharma’s Social Media Challenges Pharma Guy
I this presentation, I present pharma social media “milestones” or “firsts” that have paved the way for others to follow and identify the “Pioneers” who have helped the industry navigate through “uncharted” territory lacking regulatory guidance.
I also review some “mistakes” made by both leaders and followers. Only those who learn from the mistakes of their competitors will move forward. Those who learn from their OWN mistakes will move forward fastest!
Finally, I offer some ideas for “best practices” and “guiding principles” that may help pharma avoid regulatory actions.
Patients Rising: How to Reach Empowered, Digital Health Consumerse-Patient Connections
Kru Research's white paper discussing how to reach out to empowered, digital, health consumers or e-Patients. Discussion of participatory medicine, digital health consumers, e-Patients, web 2.0, the power of social media, ROI of social media, regulatory concerns, HIPAA, FDA, adverse event reporting, and the future of social media in health marketing.
Retailer Therapy - Campaign for Safe Cosmetics: Ranking Retailers on their Co...v2zq
Retailer Therapy - Campaign for Safe Cosmetics: Ranking Retailers on their Commitment to Personal Care Product & Cosmetics Safety - Resources for Healthy Children www.scribd.com/doc/254613619 - For more information, Please see Organic Edible Schoolyards & Gardening with Children www.scribd.com/doc/254613963 - Gardening with Volcanic Rock Dust www.scribd.com/doc/254613846 - Double Food Production from your School Garden with Organic Tech www.scribd.com/doc/254613765 - Free School Gardening Art Posters www.scribd.com/doc/254613694 - Increase Food Production with Companion Planting in your School Garden www.scribd.com/doc/254609890 - Healthy Foods Dramatically Improves Student Academic Success www.scribd.com/doc/254613619 - City Chickens for your Organic School Garden www.scribd.com/doc/254613553 - Huerto Ecológico, Tecnologías Sostenibles, Agricultura Organica www.scribd.com/doc/254613494 - Simple Square Foot Gardening for Schools - Teacher Guide www.scribd.com/doc/254613410 - Free Organic Gardening Publications www.scribd.com/doc/254609890 ~
Pharma Marketing Blog 2010: The Year in ImagesPharma Guy
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.
Overcoming Pharma’s Social Media & Mobile Challenges Pharma Guy
This is a presentation I made at a Bayer HealthCare Grants4Apps™ meeting on June 11, 2013, in Berlin. It highlights some pharma social media and mobile app “milestones” or “firsts” that have paved the way for others to follow.
I identify the “Pioneers” who have helped the industry navigate through “uncharted” territory lacking regulatory guidance.
I also analyze some “mistakes” made by both leaders and followers. Only those who learn from thee mistakes of their competitors will move forward. Those who learn from their OWN mistakes will move forward fastest!
Finally, I present some ideas for “best practices” and “guiding principles” that may help you avoid regulatory actions.
In recent years the use of Twitter during ASCO’s annual meeting of Oncologists has become a central theme at the event. Two members of our Digital Strategy team, Steve Hunt and Jason Mazur, explored the #ASCO15 hashtag and how Pharmaceutical companies utilised the channel during this year’s event.
Specially, the research addresses:
- Which pharma companies had the most ‘influence’
- The tweet strategies they deployed to achieve this influence
- Some of our favourite pharma tweets
- Thoughts for #ASCO16
For more information please contact Steve Hunt on steven.hunt@ashfieldhealthcare.com or visit www.ashfieldhealthcare.com.
Overcoming Pharma’s Social Media Challenges Pharma Guy
I this presentation, I present pharma social media “milestones” or “firsts” that have paved the way for others to follow and identify the “Pioneers” who have helped the industry navigate through “uncharted” territory lacking regulatory guidance.
I also review some “mistakes” made by both leaders and followers. Only those who learn from the mistakes of their competitors will move forward. Those who learn from their OWN mistakes will move forward fastest!
Finally, I offer some ideas for “best practices” and “guiding principles” that may help pharma avoid regulatory actions.
Patients Rising: How to Reach Empowered, Digital Health Consumerse-Patient Connections
Kru Research's white paper discussing how to reach out to empowered, digital, health consumers or e-Patients. Discussion of participatory medicine, digital health consumers, e-Patients, web 2.0, the power of social media, ROI of social media, regulatory concerns, HIPAA, FDA, adverse event reporting, and the future of social media in health marketing.
Retailer Therapy - Campaign for Safe Cosmetics: Ranking Retailers on their Co...v2zq
Retailer Therapy - Campaign for Safe Cosmetics: Ranking Retailers on their Commitment to Personal Care Product & Cosmetics Safety - Resources for Healthy Children www.scribd.com/doc/254613619 - For more information, Please see Organic Edible Schoolyards & Gardening with Children www.scribd.com/doc/254613963 - Gardening with Volcanic Rock Dust www.scribd.com/doc/254613846 - Double Food Production from your School Garden with Organic Tech www.scribd.com/doc/254613765 - Free School Gardening Art Posters www.scribd.com/doc/254613694 - Increase Food Production with Companion Planting in your School Garden www.scribd.com/doc/254609890 - Healthy Foods Dramatically Improves Student Academic Success www.scribd.com/doc/254613619 - City Chickens for your Organic School Garden www.scribd.com/doc/254613553 - Huerto Ecológico, Tecnologías Sostenibles, Agricultura Organica www.scribd.com/doc/254613494 - Simple Square Foot Gardening for Schools - Teacher Guide www.scribd.com/doc/254613410 - Free Organic Gardening Publications www.scribd.com/doc/254609890 ~
Social Listening and the Pharma IndustryBrandwatch
Changing patient expectations and the increasing influence of social media, together with heightened government regulatory activity and a growing trend of alliances and acquisitions, represent a shifting landscape.
Pharmaceutical companies need to respond dynamically to this evolution by implementing new business models. Next-generation business models must address a number of key factors to position themselves for long-term success, one of which is to listen and ultimately engage in meaningful dialogue with consumers and stakeholders.
In this white paper, we seek to explore:
Key challenges facing pharmaceutical companies in their forays into social listening.
Benefits of social listening illustrated with reference to a number of case studies drawn from a selection of therapy areas.
Recommendations around how to get started and the role Brandwatch and PharmiWeb Solutions can take to help you achieve business success.
Download today.
Social Listening in the Pharmaceutical IndustryBrandwatch
Changing patient expectations and the increasing influence of social media, together with heightened government regulatory activity and a growing trend of alliances and acquisitions, represent a shifting landscape.
Pharmaceutical companies need to respond dynamically to this evolution by implementing new business models. Next-generation business models must address a number of key factors to position themselves for long-term success, one of which is to listen and ultimately engage in meaningful dialogue with consumers and stakeholders.
Discover:
- Key challenges facing pharmaceutical companies in their forays into social listening
- Benefits of social listening illustrated with reference to a number of case studies drawn from a selection of therapy areas
- Recommendations around how to get started and the role Brandwatch and PharmiWeb Solutions can take to help you achieve business success
mHealth and Digital Masters : Novartis Vs KodakJoseph Pategou
During years, pharma companies have been trying to bring more value to patients and physicians by using mHealth.
In this study we observed the consequences of a slow transition to digital on a leader in his sector (Novartis Vs Kodak). We also think that pharma companies need to move from mHealth to Digital Masters to bring the best value to all stakeholders.
Some facts:
Digital Masters outperform their peers*
-26% more profitable than their average industry competitors
-9% percent more revenue with their existing physical capacity
-More efficiency in their existing products and processes
-More Productivity
(*): LEADING DIGITAL: Turning technology into business transformation, Havard Business Review press
Has Pharma Marketing Forgotten the Patient? Anup Soans
Inside this Issue:
1. Sun Rise for Indian Pharma by Prof. Vivek Hattangadi
Sun Pharma’s meteoric rise on the global stage and the man who made it happen.
2. Mergers Fail More Often than Marriages by Chandan Kumar
Mergers, like marriages, have a lot of potential for going bad unless both parties make a concerted effort to allay the other’s fears.
3. Dermato-Cosmetology Gets a Face-lift by K. Hariram
Using Empathy, Focus and Imputation to deliver value and to delight your customers.
4. Sound out on Social Media! - Special Feature
Voice your opinion on matters concerning your career and profession on Facebook, Twitter and LinkedIn.
5. Has Pharma Marketing Forgotten the Patient? by Salil Kallianpur
Pharma marketeers will only deliver real value when the patient is at the center of every promotional effort and decision.
6. Difference between OTC & Prescription Marketing by Kumud Kandpal
A Knowledge for the Medical Rep Series.
Two members of our Digital Strategy team, Steve Hunt and Jason Mazur, explored the activity around the #ASCO16 hashtag – please browse through the deck below where Steve and Jason share their thoughts on:
The broad trends
Who were the active users
Who were the top pharma influencers
What new ways are pharma engaging with their audience
As part of the Squared Online digital marketing course, we were tasked with completing a white paper on the future of the Pharmaceutical industry. Our paper focused on the emerging trends around, digital healthcare and the quantifiable self.
Social Media and Health Care: A Global PerspectiveSpectrum
On January 27, 2010, Spectrum and Aurora presented a PRSA webinar on how to leverage social media in a regulated industry.
It is important for the health care industry to begin 2010 with a clear vision for embracing social media. In 2009, health care regulators finally started to address the issue - from the FDA's public hearings to the creation of a digital marketing working group by the UK's Pharmaceutical Marketing Society. There is no denying that consumers are constantly turning to the Internet as a source for health information. As communications professionals, we need to understand the opportunities, challenges and threats of the emerging digital world.
CAN INDIAN PHARMA STAY AHEAD OF THE ETHICS CURVE?Anup Soans
MedicinMan November 2016 Issue is Now Live...
Highlights:
1. Report from OPPI’s 50th Annual General Meeting by K. Hariram
OPPI’s 50th Annual General Meeting (AGM) was held on 21st October 2016 at Hotel Taj Land’s End, Mumbai.
2. The Tipping Point: Discovering New Ways to Achieve Breakthrough Sales. Pharma sales managers need to think about new and bold ways to promote their products. Here’s what science tells us about how new ideas go viral.
3. The Many Faces of Emotion and the Role They Play in Marketing by Vivek Hattangadi
Different emotions trigger different actions – a look into different emotional states and how they can be put to use in pharma marketing.
4. The Peter Principle and How to Beat It
The importance of preparing for the next level of your career by acquiring the requisite knowledge, skills and attitude before you get there.
6. BOOK REVIEW: “Triggers” by Marshall Goldsmith reviewed by K. Hariram
How to initiate change in personal and professional life.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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Social Listening and the Pharma IndustryBrandwatch
Changing patient expectations and the increasing influence of social media, together with heightened government regulatory activity and a growing trend of alliances and acquisitions, represent a shifting landscape.
Pharmaceutical companies need to respond dynamically to this evolution by implementing new business models. Next-generation business models must address a number of key factors to position themselves for long-term success, one of which is to listen and ultimately engage in meaningful dialogue with consumers and stakeholders.
In this white paper, we seek to explore:
Key challenges facing pharmaceutical companies in their forays into social listening.
Benefits of social listening illustrated with reference to a number of case studies drawn from a selection of therapy areas.
Recommendations around how to get started and the role Brandwatch and PharmiWeb Solutions can take to help you achieve business success.
Download today.
Social Listening in the Pharmaceutical IndustryBrandwatch
Changing patient expectations and the increasing influence of social media, together with heightened government regulatory activity and a growing trend of alliances and acquisitions, represent a shifting landscape.
Pharmaceutical companies need to respond dynamically to this evolution by implementing new business models. Next-generation business models must address a number of key factors to position themselves for long-term success, one of which is to listen and ultimately engage in meaningful dialogue with consumers and stakeholders.
Discover:
- Key challenges facing pharmaceutical companies in their forays into social listening
- Benefits of social listening illustrated with reference to a number of case studies drawn from a selection of therapy areas
- Recommendations around how to get started and the role Brandwatch and PharmiWeb Solutions can take to help you achieve business success
mHealth and Digital Masters : Novartis Vs KodakJoseph Pategou
During years, pharma companies have been trying to bring more value to patients and physicians by using mHealth.
In this study we observed the consequences of a slow transition to digital on a leader in his sector (Novartis Vs Kodak). We also think that pharma companies need to move from mHealth to Digital Masters to bring the best value to all stakeholders.
Some facts:
Digital Masters outperform their peers*
-26% more profitable than their average industry competitors
-9% percent more revenue with their existing physical capacity
-More efficiency in their existing products and processes
-More Productivity
(*): LEADING DIGITAL: Turning technology into business transformation, Havard Business Review press
Has Pharma Marketing Forgotten the Patient? Anup Soans
Inside this Issue:
1. Sun Rise for Indian Pharma by Prof. Vivek Hattangadi
Sun Pharma’s meteoric rise on the global stage and the man who made it happen.
2. Mergers Fail More Often than Marriages by Chandan Kumar
Mergers, like marriages, have a lot of potential for going bad unless both parties make a concerted effort to allay the other’s fears.
3. Dermato-Cosmetology Gets a Face-lift by K. Hariram
Using Empathy, Focus and Imputation to deliver value and to delight your customers.
4. Sound out on Social Media! - Special Feature
Voice your opinion on matters concerning your career and profession on Facebook, Twitter and LinkedIn.
5. Has Pharma Marketing Forgotten the Patient? by Salil Kallianpur
Pharma marketeers will only deliver real value when the patient is at the center of every promotional effort and decision.
6. Difference between OTC & Prescription Marketing by Kumud Kandpal
A Knowledge for the Medical Rep Series.
Two members of our Digital Strategy team, Steve Hunt and Jason Mazur, explored the activity around the #ASCO16 hashtag – please browse through the deck below where Steve and Jason share their thoughts on:
The broad trends
Who were the active users
Who were the top pharma influencers
What new ways are pharma engaging with their audience
As part of the Squared Online digital marketing course, we were tasked with completing a white paper on the future of the Pharmaceutical industry. Our paper focused on the emerging trends around, digital healthcare and the quantifiable self.
Social Media and Health Care: A Global PerspectiveSpectrum
On January 27, 2010, Spectrum and Aurora presented a PRSA webinar on how to leverage social media in a regulated industry.
It is important for the health care industry to begin 2010 with a clear vision for embracing social media. In 2009, health care regulators finally started to address the issue - from the FDA's public hearings to the creation of a digital marketing working group by the UK's Pharmaceutical Marketing Society. There is no denying that consumers are constantly turning to the Internet as a source for health information. As communications professionals, we need to understand the opportunities, challenges and threats of the emerging digital world.
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MedicinMan November 2016 Issue is Now Live...
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2. The Tipping Point: Discovering New Ways to Achieve Breakthrough Sales. Pharma sales managers need to think about new and bold ways to promote their products. Here’s what science tells us about how new ideas go viral.
3. The Many Faces of Emotion and the Role They Play in Marketing by Vivek Hattangadi
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4. The Peter Principle and How to Beat It
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Pharma Marketing Blog: The Year 2013 in Images
1. THE YEAR 2013 IN IMAGES
T H E S E A R E M Y FA V O R I T E I M A G E S T H AT A P P E A R E D I N
PHARMA MARKETING BLOG POSTS MADE IN 2013
2. LIPITOR & PLAVIX: THE LAST OF THE SMALL
MOLECULE BEST SELLERS?
The products in the Forbes list of
“Best Selling Drugs of All Time”
that are best positioned to record
an increase in peak annual sales
over the next five years are
biologics.
Humira, Enbrel, Rituxan, Herceptin
and Lantus being the chief
candidates.
Posted January 28, 2013.
http://bit.ly/PMBalbum012813
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
3. ELUSIVE UNIVERSAL FLU VACCINE
I once made a living building molecular
models of complex proteins for life science
researchers. One such model was of the
influenza flu coat protein, which I built for
Dr. Ian Wilson, who is now Chairman of the
Department of Integrative Structural and
Computational Biology at The Skaggs
Institute for Chemical Biology, which is part
of the Scripps Research Institute. The
model is currently on display in the lobby
of the Institute.
The model looks as if it were built yesterday! Kudos to Scripps for the excellent
maintenance.
Posted January 29, 2013.
http://bit.ly/PMBalbum012913
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
4. GSK: THE CLAES OLDENBURG OF PHARMA
GSK launched a recycling program
that includes an “Oldenburgesque”
large-scale sculpture of a mundane
object—a metered dose inhaler!
Here it is in London’s Victoria
Station.
Posted February 11, 2013.
http://bit.ly/PMBalbum021113
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
5. AN ANTI-DTC CROSSWORD PUZZLE
The theme of this Newsday crossword puzzle was an anti direct-toconsumer (DTC) TV ad quip:
“ASK YOUR DOCTOR IF TAKING
MEDICAL ADVICE FROM A TV AD
IS RIGHT FOR YOU”
This is a take-off of the call to
action of every DTC TV ad;
i.e., “Ask Your Doctor if [INSERT
BRAND NAME DRUG HERE] is right
for you.”
Posted February 15, 2013.
http://bit.ly/PMBalbum021513A
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
6. NOVARTIS PRESERVES VASELLA IN ASPIC
Novartis reached a deal to retain
former CEO Vasella as a paid consultant restrained from working for
competitors for a number of years.
“After 17 years in charge,” said the
Financial Times, “there is little more
he can offer Novartis. His wealth of
experience would be better employed advising start-ups and on new
drug development. Instead, it will be
preserved in aspic inside Novartis.”
I thought the “preserved in aspic”
comment deserved a visual
rendering.
Posted February 18, 2013.
http://bit.ly/PMBalbum021813
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
7. LAZY IT “NAZIS” THWART IPAD USE BY SALES REPS
During a roundtable discussion at a
Sample Management and Mobile Sales
conference, I heard from some pharma
people about the “limitations” of iPad
use by sales reps.
One person mentioned that her IT
people took away all the iPads from
reps and replaced them with MS
Surface Tablets so that reps can use MS
Excel and Word desktop appli-cations
without switching to a laptop.
Someone at the table called this “The
Excel Spreadsheet Hurdle.”
Posted March 20, 2013.
http://bit.ly/PMBalbum032013
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
8. IS THIS THE TYPICAL MOBILE HEALTH APP
DEVELOPER HIRED BY PHARMA?
The availability of so many mobile
health apps and the low economic
and technical barriers to entry in
this market begs the question:
Who is the typical mobile Health
App Developer?
The closest I could come to the
answer to that question is this
graphic in an article published in
the Wall Street Journal.
Posted March 28, 2013.
http://bit.ly/PMBalbum032813
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
9. DIGITAL AD SPENDING DOWN ONE-THIRD!
Nielsen data indicate that the overall
decline in DTC spending in 2012 was
11-12% compared to 2011.
Meanwhile, TV ad spending decreased 10% whereas Internet
display ad spending (excluding
search) decreased 33%!
Internet measured media spending
is only 2% of the total. This is a
number that hasn't changed much
since 2000 when I started tracking it.
Posted April 2, 2013.
http://bit.ly/PMBalbum040213
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
10. DTC DOWN THE DRAIN
“Direct-to-consumer advertising, as
we’ve known it, at least, is not the be-all
and end-all of marketing prescription
drugs to patients anymore,” said
Matthew Arnold in an MM&M report
with the provocative title “DTC Drain.”
Yes, and the spending trend shows it. DTC
ad spending decreased 12% in 2012
compared to 2011.
Posted April 4, 2013.
http://bit.ly/PMBalbum040413
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
11. PHARMA SALES JOBS TAKE A(NOTHER)
TUMBLE!
Jack vs. Jill, Two Different Kinds of Pharma Sales Reps
Jack, the traditional pharma sales rep, drove his
Ford Taurus all around town,
To detail and distribute free samples to his
physician clients.
Jack banged his head against a doc’s door and
broke his crown,
Because physicians would not let him in to see
and feed them.
Meanwhile, Jill the virtual pharma sales rep,
opened her iPad,
To Skype & email her physician clients and offer
them free sample coupons.
She “visited” many docs this way, made a bundle,
and was glad,
Because busy physicians prefer to get drug info &
samples "virtually.”
Posted April 12, 2013.
http://bit.ly/PMBalbum041213
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
12. THE FDA DIRECTOR MAN
WHO CRIED “SOON!”
There once was an FDA-OPDP Director man
who was besieged whenever he spoke to
conference attendees and the press. “When
will you publish the social media guidance
you promised?”, he was asked. To save
himself from further shame he took a great
breath and sang out, "Soon! Soon! The
social media guidance is coming … soon!”
The pharma social media hopefuls &
pundits & consultants came running up the
Hill to visit the Director man to drive all
doubt away. But when they arrived at the
Hill, they found no guidance. The Director
man laughed at the sight of their angry
faces.
Posted April 16, 2013.
http://bit.ly/PMBalbum041613
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
13. NOVARTIS WINES—ER, BEERS—AND DINES
DOCS AT HOOTERS!
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
14. MOST PHYSICIANS AGREE THAT DTC ADVERTISING
LEADS TO INAPPROPRIATE PRESCRIBING
A snap poll of 104 physicians
by CMI/Compas revealed that
nearly two-thirds of both
primary care and specialty
physicians agree (20% strongly;
45% somewhat) that DTC
pharmaceutical advertising
leads to inappropriate prescribing.
Posted May 2, 2013.
http://bit.ly/PMBalbum050213
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
15. WAS 2013 THE YEAR OF “DIGITAL PHARMA”
(FOR HCP PROMOTION)?
Forecasters predicted that Healthcare
Professional (HCP) MEASURED MEDIA
digital spending by pharma will equal
that of print in 2013.
Digital promotion is only 5.2% of the
$17 billion total spent on HCP
promotion (including detailing). This
means that the U.S. pharma
industry, which spends nearly $1 billion
on professional digital promotion, has a
long way to go before it reaches “digital
maturity” on a par with other
industries. I estimate that “par” to be
20%.
Posted May 21, 2013.
http://bit.ly/PMBalbum052113
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
16. PHARMAGUY EU TOUR 2013:
THE INFOGRAPHIC
This infographic was
created as I was making
my “Overcoming
Pharma's Social Media &
Mobile Challenges”
presentation at Bayer
Healthcare’ HQ in Berlin
as part of the HealthCare
Grants4Apps™ program.
Posted June 19, 2013. http://bit.ly/PMBalbum061813
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
17. GRADUATION DAY AT THE ROCHE DIGITAL
ACADEMY
I was a guest “lecturer” at the Academy in June and received the Academy’s 2013 Award
for “Performance in Excellence in Social Media Regulatory Management.”
Posted July 3, 2013. http://bit.ly/PMBalbum070313
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
18. THE “PHARMA DIGITAL HYPE CYCLE”
Lately, several major pharma companies have initiated programs to
identify, reward, and work with
innovative technology companies, and
to increase the digital “smarts” of their
employees via structured educational
activities.
Is pharma on the path to benefiting
from all this technology being
developed by innovative companies?
I modified the “Gartner Hype Cycle”
graph to illustrate where I believe
pharma is today. My version is called
the “Pharma Digital Hype Cycle.”
Posted July 19, 2013.
http://bit.ly/PMBalbum072913
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
19. FANS & BANANAS: VIAGRA ADS IN JAPAN
As reported by
RocketNews24, hand-held fans
like these—emblazoned with
commercial messages and
logos—are popular in Japan
when it gets hot.
Personally, I'd rather die of
heat exhaustion than use
these fans in public! (although
I'd love to get my hands on
one :-).
Posted July 29, 2013. http://bit.ly/PMBalbum072913
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
20. PHYSICIANS ARE POWERLESS PAWNS OF
PHARMA PSYCHOLOGY
According to Harvard and Georgetown
University ethicists and
academics, “pharmaceutical and medical
device companies apply social psychology to
influence physicians’ prescribing behavior
and decision-making.”
“Physicians fail to recognize their vulnerability to commercial influences due to selfserving bias, rationalization, and cognitive
dissonance,” claim the authors.
Moreover, the authors claim that
“professionalism offers little protection;
even the most con-scious and genuine
commitment to ethical behavior cannot
eliminate unintentional, subconscious bias.”
Posted August 17, 2013.
http://bit.ly/PMBalbum081713
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
21. BARCELONA, CATALONIA, AND GLOBAL
PHARMAGUY
Many Catalonians want independence from
Spain. While attending the 3rd Annual Pharma
eMarketing Congress in Barcelona, Spain, I
joined the September 11 “Human Chain”
demonstration in the Plaça d'Espanya just prior
to 17:14, which symbolizes the year 1714 when
King Philip V abolished the Generalitat after the
War of the Spanish Succession.
Does that mean I support the independence of
Catalonia? I'm not sure. I was there because it
was an event not to be missed and why not
take part rather than just observe? It's what a
true proponent of social media would do and
since there was no “counter” demonstrators, I
joined the line.
Posted September 17, 2013.
http://bit.ly/PMBalbum091713
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
22. JUST AS I SUSPECTED: PHARMA COMPANIES
SET UP GOOGLE+ GHOST TOWNS
Eye On FDA's Mark Senak is
keeping tabs on pharma’s social
media assets. With regard to
Google+, Senak notes that there
are 79 Google+ pages in his
database that are sponsored by
pharma companies. Of these, 31
have no followers at all and 23
are inactive.
Posted October 29, 2013.
http://bit.ly/pgdaily102913-3
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
23. FDA’S BADAD CE PROGRAM
I completed FDA’s BadAd
online course for healthcare
professionals who can earn
Continuing Education (CE)
credits while learning how to
identify potentially untruthful
or misleading drug ads and
promotional materials. The
course is offered on Medscape.
Although I don't get any CE
credits—I only pretend to be a
doctor on Medscape—I did get
a nice Certificate of Completion
at the end of the course.
Posted October 29, 2013.
http://bit.ly/PMBalbum102913
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
24. J&J JOINS PHARMAGUY’S CRIMINAL & CIVIL
SETTLEMENT PLANETARY SYSTEM
Johnson and Johnson agreed to
pay $5.3 Billion in fines and
settlement fees, which may
represent as much as one-third
of J&J's annual profits!
The Pharmaguy “Pharma
Criminal & Civil Settlement
Planetary System” poster was
updated to illustrate the seven
highest multi-million/billion
dollar settlements that drug
companies have agreed to pay
federal and state authorities
for inappropriately, and in
some cases illegally, promoting
prescription drugs.
Posted November 13, 2013.
http://bit.ly/pgdaily111313-2
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
25. PHARMA TV ADS SHOULDN’T DROP THE
“F BOMB,” SAYS EXPERT. I DISAGREE.
Fearing that mentioning a list
of “really bad potential side
effects” in TV DTC ads turns
consumers off, blogger Richard
Meyer offered this advice: “If
your product has fair balance
that includes the word ‘fatal’
think about the channel you’re
using.”
Using urban slang, Meyer's
advice to pharma marketers
might be summed up as: Do
not use the “F (fatal) Bomb” in
TV ads.
Posted November 22, 2013.
http://bit.ly/pgdaily112213-2
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
26. FDA AXES MARKETING OF 23ANDME’S
“SPIT FOR CANCER” KIT
The FDA sent a WARNING letter
to the CEO of 23andMe saying
the company illegally marketed
its 23andMe Saliva Collection Kit
and Personal Genome Service.
Genentech teamed up with
23andMe—a personal genetics
firm—to collect spit from
volunteers to find out why
people respond differently to
Avastin, which is Genentech's
expensive (up to $100,000 per
year per patient) drug for the
treatment of metastatic
colorectal cancer, among others.
Posted November 25, 2013.
http://bit.ly/pgdaily112613-1
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
27. PHRMA SAYS THROW UNUSED DRUGS IN
HOUSEHOLD TRASH
The pharmaceutical industry is
challenging local governments
over ordinances that require
drug makers to cover the cost
of prescription drug “take
back” disposal programs.
Through its “SMARxT Disposal
Program,” PhRMA is “educating” consumers and urging
them to discard unused pills
with “normal household trash”
and let Waste Management or
some other trash disposal company dispose of it in landfills or
wherever.
Posted December 4, 2013.
http://bit.ly/pgdaily120913-1
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
28. MY MAN IN MILAN
You have to be a big guy or gal in the pharma social media arena to wear the shirt off my
back. Davide Bottalico, MD, Digital Marketing Manager at Roche, Italy, fits the bill as is
obvious from this photo taken at the IAB Forum 2013 Milano.
Posted December 6, 2013. http://bit.ly/PMBalbum120613
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
29. BEING TOO “PATIENT-CENTRIC”: SPYING ON
PATIENTS ON SOCIAL MEDIA
“Patient-Centricity” seems to
be an overused buzzword
among pharma marketers
these days.
Using “publicly available information,” it is possible to find
and track conversations of
individual patients on Twitter
and Facebook using Big Data
analytics.
Now that would be patientcentric—maybe TOO patientcentric.
Posted December 11, 2013.
http://bit.ly/pgdaily121213-1
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
30. WISHING YOU A HAPPY NEW YEAR!
Pharma Marketing Blog 2013: The Year in Images
2013. Pharma Marketing Network. All rights reserved.
Editor's Notes
My take on the ascendancy of biologics in terms of dollar sales: Many of these drugs are so damn expensive that relatively few patients are required to reach the annual sales numbers heretofore reached by small molecules such as Lipitor and Plavix.However, even some “small molecules” may command high prices in the future. Pfizer's Xalkori (crizotinib), for example, is a small molecule drug that was recently approved to treat a rare form of lung cancer. Pfizer plans to charge $115,200 a year per patient for treatment with Xalkori. At that rate, Pfizer needs only about 9,000 patients worldwide to generate $1 billion in annual sales of Xalkori. In comparison, 1,671,000 Lipitor patients are required to generate the same sales figure.
Ian Wilson’s group has been studying the rare antibodies produced in some people that bind to regions of the virus coat protein that do not change as quickly as the typical targets. “The hope is that these antibodies will be able to recognize many different strains of the virus,” reports MIT Technology Review.Back in the 80s, when I built this model, computer graphics were not good enough to help scientists like Wilson visualize the detailed structure of proteins. Here’s how Dr. Wilson describes my tiny contribution to his research:“We decided we would have a go at building a trimer so we co-opted John Mack from New York who was a model builder. He came up to Harvard [I built a model there first] and we constructed a dimer as one unit. This was a three-dimensional plastic model, 1 angstrom per cm. We could actually look at this thing to see what it really looked like and we could obviously trace it out. There were some limited computer-graphics programs that you could use to trace out the molecule, but it was really hard to get a feel for what it was all like without seeing everything at once. So that (three-dimensional) model turned out to be extraordinarily useful for trying to understand the structure. The third monomer was also built and we thought we would be able to assemble and disassemble the trimer, but they were so intertwined that it was impossible.”It's great to be a small part of the history of virology, but it would be even better if that history eventually includes the successful development of a universal vaccine for the flu.
The sculpture seems like it is capturing minimal attention from Victoria Station visitors of which there are 1.5 million per week! The photo shows one person eying the sculpture wondering what it is.But it's not the inhaler itself that contributes to GSK's global carbon footprints. 95% of the footprint produced by these inhalers is a result of the propellant it releases into the atmosphere. Even Claes Oldenburg would be challenged to sculpt propellant!P.S. Why green? I think the actual inhalers come only in beige like old-style personal PCs. Claes would not approve!
MrVasella “has agreed to continue to make available his knowhow to Novartis and to refrain from activities that compete with any business of Novartis for a multiyear period.” I’m not sure what the shelf-life of foods preserved in aspic is, but Vasella’s shelf-life deal runs for 6 years.Update: The shelf-life turned out to be less than 1 day! Novartis Board of Directors and Dr. Daniel Vasella agreed to cancel the non-compete agreement and all related compensation. The decision, Novartis said, was taken “to address concerns of stakeholders.” But I think the image of Vasella preserved in Aspic is what did the deal in. Talk about an image worth a thousand words... the above image may have been worth $78 million!
Taking iPads away from sales reps to run desktop programs like Excel is so old school! It's an example of how legacy systems are putting pharma on the wrong side of the digital divide.What do sales reps use Excel for? The major use seems to be travel and expense reporting. Why isn't there a mobile app for that? Pharma IT people should be able to create these or buy them from vendors pretty easily. Are they “Nazis” or just lazy or too cheap? Maybe they’re just anti-iPad.Another “hurdle” to iPad adoption I heard was that many Web pages that sales reps need to access on mobile devices like smartphones and iPads do not display very well on these devices. Duh! I’ve already explained how pharma could greatly benefit by optimizing their web sites for mobile.When I pointed out these and few other “technical” tips to the people at the table, you would have thought I was a technology genius! One woman asked me if I had any other good ideas. That’s when I handed out my infamous @Pharmaguy card with the QR codes. That, of course, lead to another discussion—about QR codes—What are they? How do I read them?, etc.Some day this stuff will be as simple as pie for pharma marketers. Right now, however, I am a big fish swimming in a small pond.
In testimony before the U.S. House of Representatives Energy and Commerce Committee Subcommittee on Communications & Technology, several expert witnesses alluded to “garage entrepreneurs” as the driving force behind the “tra-jectory of innovation” in the development of mobile health apps. They worry that such “small” enterprises do not have the money or knowledge to deal with FDA regulation, especially when it is uncertain which mobile health apps the FDA will or will not deem to be medical devices subject to regulation.It's a well-known fact that pharma companies and their agencies typical outsource the development of their digital applications and usually the supplier is a lone developer working at home.So, is the typical developer of mobile health apps sponsored by pharma a lone, young man 29 years or less old?
What is the cause of the downward spiral of DTC ad spending? Practically every expert points to the “patent cliff,” over which much of the industry has already fallen. There must be other factors. I have presented some data that suggests a role for the rise in biologics, many of which are too complicated and have too many serious side effects to be marketed via DTC. It's not as if a consumer can “ask her doctor” for a specific cancer treatment regimen, for example. Although I do see DTC ads for biologics, I believe most biologics marketing dollars will be spent on physician and payer sales and marketing. So, even when biologics are advertised on TV, the ROI is not as high as for drugs with a much bigger potential patient pool. That would mean fewer TV and print ads.
The tubs image, of course, recalls DTC ads for Cialis. According to Nielsen data, which you can find in the MM&M report, Cialis ranked #2 in DTC ad spending in 2012, just behind Cymbalta. That's an increase in 13% over the 2011 spend (those tubs aren't drained just yet!). The Viagra ad spend, on the other hand, decreased 15%. Oh well, one man's Viagra is another man's Cialis!
A Wall Street Journal article reported that Eli Lilly will lay off 30% of its U.S. salesforce. Why? Generics, of course, was mentioned first. But if you read on, you will find this tidbit:Also, the influence of sales representatives has shrunk, as many physicians no longer have the time to take the calls and some doctors refuse to see pharmaceutical representatives out of concern about improper promotions. Growing numbers of doctors prefer digital marketing. Lilly's U.S. sales force “will move to a smaller structure that is more directly aligned with our business realities—along with the realities our customers face, and the way they want to interact with us,” a spokesman said.
When the pharma social media hopefuls et al saw no looming guidance they sternly said, “Save your hopeful song for when there is really some guidance coming along! Don't cry ‘soon’ when there is NO soon!”
DOJ claims that Novartis violated the Anti-Kickback Statute by paying doctors to speak about certain drugs, including its hypertension drugs Lotrel and Valturna and its diabetes drug Starlix, at events that were often little or nothing more than social occasions for the doctors. The payments and lavish dinners given to the doctors were, in reality, kickbacks to the speakers and attendees to induce them to write prescriptions for Novartis drugs, says DOJ.Many speaker programs were held in circumstances in which it would have been “virtually impossible for any presentation to be made, such as on fishing trips off the Florida coast,” the suit claims.Other Novartis events were held at Hooters restaurants.Stories like this are why I love my job! It’s a great excuse for me to Google images of Hooters' girls—even with Mrs. Pharmaguy peering over my shoulder—to come up with the above fictitious interview of a Hooters Waitress of the Month who was present on several occasions when Novartis reps and their clients held “educational” events at the Hooters restaurant where she worked.Posted April 27, 2013http://bit.ly/PMBalbum042713
I would guess that no matter how the question about inappropriate prescribing was phrased, most respondents were thinking of the effect of DTC advertising on OTHER doctors’ prescribing, not THEIRS. It's similar to how doctors feel about free lunches—they believe OTHER doctors are influenced by free lunch.When the FDA announced it was moving ahead with yet another study of direct-to-consumer (DTC) advertising, I said:“Very few healthcare professionals are going to admit that advertising ADVERSELY affects their clinical decisions. Most would say it has no effect at all and many would say it has a positive effect; don't forget all the money many physicians have received from the drug industry, which they also say does not influence their prescribing habits.”
This chart is about “measured media” spending focused on healthcare professionals (HCPs). “Print Media” refers to ads in medical journals, “Reprints” refers to reprints of medical journal articles that sales reps hand out to physicians, and “Digital Media” refers to online ads placed on sites frequented by physicians (e.g., WebMD). “All Other” includes Convention Media (ads at medical conventions), In-Office Media (I'm not sure what's included in this; whatever it is, it's less than 1% of the total spend), Point of Care Media (patient record forms, prescription pads and the like), and Direct Mail. This analysis does NOT including detailing spend, which is the biggest promo-tional spend by pharma.
Bayer HealthCare Grants4Apps™ invites health app developers to submit their innovative app ideas for novel software that contributes to improving health outcomes or pharmaceutical processes. Bayer HealthCare considers an “App” any software solution running on any platform. Selected projects are supported with an amount of either 5.000€ or 10.000€. Dr. Jesus del Valle (@yeysus), project leader of the Bayer HealthCare Grants4Apps™ (@grants4apps) program, invited me to speak at a “Bayer Meets Startups!” event, Tuesday, 11 June, 2013, in Berlin. The title of the event was “Bayer Pharma Meets Pharmaguy Meets [Healthcare App] Startups.”
The Roche Digital Academy concluded with Graduation day on July 1, 2013. This training program, developed by the Digital Team Roche Italy, in collaboration with the School of Communication and Iulm in Milan, was attended by 80 professionals working in the company. Graduates received a Master in Digital Marketing, specifically designed for the pharmaceutical industry.(Left to right: AlessiaFerrario, eLearning Specialist; Gaetano Vancheri, eMarketing Specialist; DavideBottalico, MD, Marketing Manager Digital Area; Pharmaguy; Denis Dina, Digital Strategic Planner; and StefaniaNicastro, eMarketing Specialist)
The pharmaceutical industry has often been criticized for being behind the “digital curve,” meaning that it lacks the expertise to fully take advantage of the Internet and other technology to improve marketing and communications. Although some pharma companies are digital “dunces,” others are digital “geniuses.”Now that pharma is seriously pushing the digital agenda WITHIN their organizations, technology innovators should get on the bandwagon and reap the benefits. I know I am, even though I am not a “technology” person per se. My technology is the critical human brain attached to a computer with Internet access AND the advantage of looking in from the outside.
According to RocketNews24, “while many applauded the creativeness of these fans, many net users wrote it off as ‘gay’ or ‘just for fujoshi’.” According to wikipedia, fujoshi is a self-mockingly pejorative Japanese term for female fans of novels that feature romantic relationships between men.The Viagra fans are from a few years back, and some commenters say they received them at various events. “It’s a testament to its effectiveness how even after so long someone can still rack up over 12,000 retweets from posting it.”The fans may be an effective marketing ploy, but are not very effective in keeping you cool. Perhaps, like Viagra, only 25% of men find them effective?
The authors identify six “principles of influence” that are “key to the industry’s routine marketing strategies, which rely on the illusion that the industry is a generous avuncular partner to physicians”:reciprocation,commitment,social proof,liking,authority, andscarcityBut resistance is NOT futile, say the authors. “In order to resist industry influence, physicians must accept that they are vulnerable to subconscious bias and have both the motivation and means to resist industry influence.”Sounds like physicians need a 12-Step program to wean themselves off psychological dependence on pharma marketing!
On the day I arrived—without my luggage!—I was interviewed by Teresa BauPuig (@tbau_uoc), a freelance journalist, communication and social media consultant from Barcelona. The interview is written in the Catalan language, but you can find the English translation in this blog post.
Back in 2011, when Senak first began tracking pharma on Google+, I predicted that there would be a rush to Google+ by pharma marketers in order to get in on the ground floor of another social media eyeball fest! At the time, I heard that some companies were reserving Google+ account names without having any specific plans for how they will use it. Senak's accounting confirms my suspicions.
Upon completion of the course, participants are told they will be able to:Identify the role that FDA, OPDP and HCPs play in regulating prescription drug promotion and advertising Describe the most common regulatory issues raised by prescription drug promotion Recognize false or misleading prescription drug promotionIn my case, the course succeeded in achieving those learning objectives.One other objective not mentioned is that this course obviously promotes the BadAd program and emphasizes how to submit a complaint to the program several times throughout the course. Unfortunately, there are only two options for submitting a complaint: (1) by email or (2) by phone. The course even includes a video of how to submit a complaint via email!I guess the FDA hasn't heard that practically every physician uses an iPhone and/or iPad. Why not have a convenient mobile app for reporting complaints about ads? The FDA obviously spent a ton of money on the course, but skimped on the most important part of its program -- making it easy for docs to submit complaints!
Johnson and Johnson (J&J) and its subsidiary companies Janssen Pharma-ceuticalsand Scios Inc. have agreed to pay more than $2.2 billion in fines for inappropriately, and in some cases illegally, promoting prescription drugs. In addition, according to the Wall Street Journal, J&J “agreed to pay about $2.5 billion to resolve thousands of lawsuits filed by patients who allege they were hurt by some of the health-product maker's artificial hips... One person familiar with the settlement talks said J&J will pay off liens costing around $60,000 to $75,000 for each patient; the liens were taken by government health plans like Medicare and private insurers while covering the medical costs of the patients, and could amount to an additional $600 million, the person said.”
Perhaps drug advertisers never use the word “fatal,” but I have seen many TV drug ads that mention death as a possible side effect. In 2007, for example, Pfizer ran a 250-second TV ad for Celebrex that mentioned “death” due to side effects at least two times.At the time, Bruce Grant—another pharma marketing expert —said “I can’t even begin to imagine how much Pfizer is spending on this campaign at 250 seconds of airtime a pop. And by returning to the airwaves, they’ve just plastered a big ‘Kick Me’ sign on their back for Sidney Wolfe, Senator Grassley, Rep. Waxman, et al. Whoever sold this idea to Pfizer management must be one heck of a salesperson.”A poll of my readers indicated that not every viewer of the Celebrex ad got the message of death, although most did get the positive messages. So, mentioning death is not as fatal as some experts may think.
FDA is concerned about the public health consequences of inaccurate results from the PGS device.The author of the letter—Alberto Gutierrez, Director of FDA's Office of In vitro Diagnostics and Radiological Health—seems pretty miffed at 23andme. You might even say he's "spitting mad" as indicated by the tome of the letter. “even after ... many interactions with 23andMe,” said Gutierrez, “we still do not have any assurance that the firm has analytically or clinically validated the PGS for its intended uses.”Aside from 23andMe's lack of response to FDA, Anne Wojcicki, CEO of 23andMe, may have pissed off the FDA with her combative stance viz-a-viz fighting the regulators for the sake of preserving the “customer experience.”“What is the best customer experience?,” asked a commenter, “Fast but unreliable results?”
If the drug industry stopped illegally promoting drugs for unapproved uses and spent as much time and effort on improving medication adherence as it spends on these court cases and waste disposal educational programs, the problem of unused drugs might be solved without the need for “SMARxT” disposal plans.To the extent that the industry is opposing these municipal disposal plans for economic reasons, it may wish to reconsider this stance that just doesn't look good from a PR perspective, especially when the 11 largest pharmaceutical companies reported $85 billion in profits last year, according to publicly available reports. If the industry took responsibility for what happens to their products after the sale is made -- as recommended by Seattle City council member and county Board of Health vice chair Richard Conlin -- the industry would win very big in the public reputation department.
The Roche Digital Team presented at the 2013 IAB Forum and mentioned receiving the 4th Annual Pharmaguy Social Media Pioneer Award.
If you think this kind of thing is not possible, consider this case. NBC News described a liver transplant team’s quandary over its discovery of a Twitter photograph of a patient drinking alcohol — an obvious no-no that could disqualify him from the life-saving surgery.With social media monitoring/listening tools and minimal personal information, it may be possible to actively monitor individual patients on social media.But if pharma did this, it would go too far.Three basic principles should be part of any social media code of ethics: Notification to patients; The right of patients to “rebut, explain or challenge” the information; and A ban on what he calls “systematic snooping or surveillance.” “If social media info is used in patient care,” says Art Caplan, director of the division of medical ethics at New York University’s Langone Medical Center, “my view is that it ought to be disclosed to [the] patient.” Now, that’s a patient-centric approach!