Tuesday, May 29, 2007

May Issue of Pharma Marketing News -- FREE!

You are invited to download the latest issue of Pharma Marketing News (May 2007) absolutely FREE and without subscribing, Hurry! This offer expires midnight, May 31, 2007.

Below is the Executive Summary version. To get the complete text of this issue, just complete the Pharma Marketing Blog Reader Survey (click here or respond in the pop-up window).

CONTENTS

* OpEd: Moore: Please Don't Ignore Us Pharma Bloggers

* Measuring an Intangible: Medical Science Liaison Metrics Consensus
* Optimizing Brand Equity: Pre-Launch through Patent Expiry and Beyond!
* Mobile Pharma Marketing: What's the 411?
* Murky Physician Marketing and Education Practices

Article Summaries

Measuring an Intangible: Medical Science Liaison Metrics Consensus

As catalysts of collaborative relationships and scientific knowledge exchange, medical science liaisons (MSLs) are immersed in intangible value contribution that often require lengthy business cycles and vesting terms. Now, 40 years since the inception of the MSL concept by Upjohn in 1967, industry’s MSL programs face the same challenges that knowledge programs like strategy and competitive intelligence face: how do you measure the value of science and collaborative processes required to develop scientific ideas into practical reality and competitive advantage? This article by Dr. Jane Chin of the Medical Science Liaison Institute, offers suggestions for MSL metrics based on results of a consensus survey.

Topics and issues covered include:

* Measuring the Value of Science
* Evidence-based Metrics
* Medical Science Liaison Metrics Consensus
* MSL Activities Across the Product Development Spectrum
* Interaction with Thought Leaders
* MSLs at Launch and Beyond
* Clinical Study Milestones
* Satisfaction Surveys
* Measure Quality, Not Quantity, of IIT Proposals
* Problem with Reach and Frequency Metrics

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Optimizing Brand Equity: Pre-Launch through Patent Expiry and Beyond!

There are few new blockbusters on the horizon and many profitable drugs are coming off patent. Pharmaceutical companies have scarce resources to deal with this situation and every function wants to be taken seriously when these resources are marshalled and everybody wants a seat at the decision-making table. If pharmaceutical marketers want seats at the table, then they must show how marketing can contribute to long-term company financial performance. What’s the real value marketers can provide over the years ahead? Data and methodological limitations will not be accepted as an excuse, according to Friedman. The mandate is to dig deeper, think differently and come up with ideas for creating long-term value in the brand.

Topics and issues covered include:

* Don't Leave Money on the Table
* Realizing Brand Value After Expiry
* Brand Architecture Models
* Understanding Equity Flows
* The Role of Communications
* Best Communication Management Practices
* Optimize the Franchise

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Mobile Pharma Marketing: What's the 411?

Mobile devices -- especially cell phones -- are becoming ubiquitous in the U.S. Most people never leave home without their cell phones and text messaging is mainstream among cell phone users. Approximately 350 billion text messages are sent and received worldwide each month. It is estimated that more than 15% of these messages are commercial or marketing messages. How can pharmaceutical companies use this technology for consumer acquisition and retention? To get some ideas, we interviewed Robert Flynn, President of Pulse Media Response, LLC, and summarize that discussion in this article.

Topics and issues covered include:

* Mobile Text Messaging
* Shortcodes: Ubiquitous as URLs?
* Immediate Response
* Mobile Marketing for Customer Acquisition
* Mobile Dialog for Compliance
* Text Messaging Best Practices

Listen to the Podcast: How to use Mobile Marketing to Boost Your Repsonse Rate and Marketing ROI. A discussion with Robert Flynn, President, Pulse Media Response.

Airs live, Thursday, May 31, 2007, 2 PM Eastern US time
For more information on listening: http://www.talk.pharma-mkting.com/show018.htm

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Murky Physician Marketing and Education Practices

According to a Government Accounting Office (GAO) report, pharmaceutical companies spend approximately 70% more money marketing to physicians than they do to consumers. But this does not include continuing medical education, advertising at medical meetings, or physician consulting fees, which can be substantial. This commentary takes a look at some "murky" (ie, non-transparent) physician marketing practices and presents opinions from several Pharma Marketing Blog polls and commentators.

Topics and issues covered include:

* Physician Consultant Fees
* The Case of Dr. Nissen
* When is a Free Lunch More Than Just Lunch?
* It's Access, Stupid!
* Dumb Blonde Reps vs. Slovenly Genius Reps

To get the complete text of this issue, just complete the Pharma Marketing Blog Reader Survey (click here or respond in the pop-up window).

4 comments:

  1. Anonymous12:00 PM

    I have to ask:

    Why would you put my comments regarding drug lunches in the newsletter when I specifically stated later that day (or the next day) that I was exaggerating?

    I know it's your blog (and newsletter) and you can do what you want, but I must say that I'm a little disappointed that you continued to present my comments out of context (or at least without my further clarification) both on the website and the newsletter.

    ReplyDelete
  2. Sorry that you are disappointed, but as an anonymous commenter I feel I can use your comments in any context I see fit.

    As far as I know, all your responses are included on the Blog site.

    ReplyDelete
  3. Anonymous12:05 PM

    I don't know if my last comment just didn't go through, or if you decided not to publish it, so I'll try again:

    I fail to see how my being anonymous should influence your decision on how to treat my comments (i.e., out of context). Can you please explain how anonymity grants such flexible use and interpretation?

    With respect to my in-context clarification being in the comments section, in many blogs like this, when a commenter posts a major correction or context, usually the owner will add that to the post text so that casual readers (i.e., those who do not read the comments) will not misinterpret the post.

    I never intended to make this so contentious, but I assumed, based on the the primary purpose of your blog, that these kinds of issues would resonate with you, but you seem to have a surprisingly cavalier attitude when it came to my comments and their context. As I said, this is your blog and you can do what you want, but it's disingenuous at best to knowingly use my comments out of context in your newsletter just so it will fit your premise. For someone whose raison d'etre is parsing (pharmaceutical) claims, you seem to take an awful lot of liberties when it comes to your own presentation of findings.

    ReplyDelete
  4. I can quote anything I like in order to make a point. Whether you were kidding or not, what you said raises an interesting issue that I wanted to write about. I wasn't interested in determining if you were joking or not -- that's besides the point I was making. I realize you had another point to make, but as you say, it's my newsletter.

    I am not under any obligation to quote every word of every source I use. If people want to see the context of your orginal statemenst, they can always go back to the source.

    ReplyDelete

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