e-Rx and EHR Master Class
Leverage the Power of e-RX and EHR for Promotional Effectiveness
e-Rx and EHR Master Class | October 21-22, 2015 | San Francisco, CA

Wednesday, September 02, 2015

Will the REAL Nexium Facebook Page Please Stand Up?

My friend Zoe Dunn (@zdunnhealth), a digital marketing consultant to the pharma industry, wrote a piece in MM&M titled “Is It Finally Time for Pharma to Change the Way It Uses Facebook?” (see here).

In that article, Zoe chides the pharma industry for not engaging and supporting users of their Rx drugs via Facebook.

“Pharma has hidden behind the ability to turn commenting off on Facebook pages,” Zoe notes, “allowing marketers to use the channel much as they would a typical web page.”

A good example of how an Rx brand should use Facebook, according to Zoe, is the Nexium FB page. “Look at what the team behind acid-reflux medication Nexium has done, for example. The brand has had an 'open' branded Facebook page from the very moment the page launched late last year.”

Unfortunately, the article did not include a link to the Nexium Facebook page she was talking about. I had to fend for myself and do a search on Facebook. Guess what I found.

Tuesday, September 01, 2015

Social Media Lacks the "Ask Your Doctor" ROI Common for Print & TV DTC Advertising

Practically every print and TV direct-to-consumer (DTC) ad  prominently includes the statement "Ask Your Doctor if [BRAND X] is Right for You!"

Advertisers call this the "Call to Action," which is the linchpin of all advertising; i.e., get your target audience off its butt to take the next step toward the purchase of your brand!

Several studies have shown that this call to action of old-fashioned print and broadcast Rx DTC advertising works.

In 2003, for example, the FDA released preliminary results from a physician survey it conducted (see "Results from FDA Physician Survey on DTC Advertising"). The survey profiled 250 GP's and 250 specialists (dermatology, allergy/pulmonology, endocrinology, and psychiatry) from a random sample of the AMA Physician Masterfile, which includes a list of all U.S. medical school graduates.

One question the FDA survey asked was: "Think about the most recent interaction you've had with a patient ... Can you think of a patient who initiated a discussion about a prescription drug they saw advertised?" Ninety-two percent (92%) of the physicians surveyed said "Yes".

This is important because doctors gave prescriptions 75% of the time to patients who asked for one.

Meanwhile, only 37% of physicians have fielded patient requests for specific meds fueled by information a patient saw in social media marketing, including disease awareness campaigns, according to a custom survey of 1,417 physicians by Sermo for FiercePharmaMarketing (here).

Why the difference? Does it mean that social media is irrelevant for pharma marketing as I suggested a few days ago ("The Irrelevance of Social Media for Pharma Marketing")?

Thursday, August 27, 2015

Boehringer Ingelheim Supports Undocumented Immigrants & Sides with Latino TV vs. Donald Trump. Bravo!

Click on image for an enlarged, uglier view.
Two stories caught my attention yesterday:

One involved drug company Boehringer Ingelheim and Spanish-language television network Telemundo.

The other involved Donald Trump and another Spanish-language television network - Univision.

In the first case, a major (non-US) pharma company has the courage to support “illegal” Mexican immigrants and at the same time raise awareness of diabetes among the U.S. Latino public, whether they are illegal or not (read the press release here).

In the second case, Donald Trump evades questions about his Mexican deportation plans from Univision Spanish-language news anchor Jorge Ramos and kicks him out of a press conference with the words “Go Back To Univision” (read the story here).

How does Boehringer support “illegal” Mexicans in this country?

Wednesday, August 26, 2015

FDA Acts on Violative Social Media Posts a Lot More Quickly Than It Does for TV and Print Ads

Kim Kardashian posted a violative Diclegis® ad on Instagram (read “Kim Kardashian's Diclegis Instagram Post Raises Issues of Transparency, Drug Safety, and Learning from History”). She was paid to do that by Duchesnay -- the company that makes & markets Diclegis.

But did you know that the ad also was posted to her Twitter and Facebook accounts?

Here's how the FDA depicted the campaign (find the original here):

Click on image for an enlarged view.
What does this show us? How did the FDA get so social media savvy? Note two things:

Monday, August 24, 2015

The Irrelevance of Social Media for Pharma Marketing

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 social media to improve marketing and communications.

Back in 2013, I suggested that pharma was on the "Slope of Enlightenment" of the "digital" hype curve (here).

Since then, the FDA has come out with some social media guidelines (read, for example, FDA Sets Up a Roadblock for Branded Rx Promotional Tweets and Drug Industry Rips Into FDA Over Social Media Guidelines) and I sense that pharma has moved along the curve, but the curve itself - which I am now calling the Social Media (SM) Hype Curve - has changed and it looks something like this:

Click on image for an enlarged view.
What do I mean by "Slow Slide Into Irrelevance?"

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