tag:blogger.com,1999:blog-8550428.post6534939081363480353..comments2024-03-28T13:38:36.788-04:00Comments on Pharma Marketing Blog: Some Pharma Marketers Can't See the Unbranded SM Forest for the Branded SM TreeVladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger5125tag:blogger.com,1999:blog-8550428.post-14051733824161039352011-03-29T09:41:10.020-04:002011-03-29T09:41:10.020-04:00I think that the lack of history of DTC in Europe ...I think that the lack of history of DTC in Europe means that EU marketers have a much richer history of non-branded marketing, which I believe id better suited for SM. In other words, EU marketers, because of their focus on patients in an unbranded way are in a much better position to take advantage of SM.<br /><br />See "Digital Pharma Is Alive and Well in Europe!" (http://www.news.pharma-mkting.com/pmn98-article02.htm)PharmaGuyhttps://www.blogger.com/profile/10211557578124130640noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-79270930582485500342011-03-29T09:33:28.966-04:002011-03-29T09:33:28.966-04:00John - interesting post, but not sure I fully agre...John - interesting post, but not sure I fully agree. One reason the EU has pursued a non-branded approach is because there is no history of DTC on Europe, and as such companies are wary about pushing boundaries. If you saw much of the resistance toward the proposed Information to Patients legislation recently, you would understand how strongly that is felt in some quarters<br /><br />I think there is bit of a stand-off between the marketers - especially at a national level in the EU, whose performance is appraised on units shifter - and compliance and legal functions, who are wary of damaging reputation and incurring legal action. <br /><br />There has been no equivalent to the FDA guidelines on SM in Europe (even if that hasn't produced much), so we're kind of in the dark as to which way it's going to go. Given the experience on Info to patients, most companies seem to be adopting a cautious approach by default, not design.EFPIA Bloggerhttps://www.blogger.com/profile/09827398937767230827noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-87333128656426694272009-09-25T14:21:41.551-04:002009-09-25T14:21:41.551-04:00Equally important in this discussion is when SM pr...Equally important in this discussion is when SM proponents provide misguided marketing information. SM is not about "branded" communications and SM is not "broadcast" media. Seeing it only in this light will lead to continued misunderstandings and the failure of SM to provide useful marketing intelligence. SM is more about communications that help discover the right answer from the right audience, not placing the right message at the right time.Robinsonnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-20712446094539991292009-09-25T09:31:38.560-04:002009-09-25T09:31:38.560-04:00I tend to agree, John. I've often said that th...I tend to agree, John. I've often said that the opportunity for pharma in social media is through an unbranded route. Unfortunately some marketers - as you state - can't see the forest for the trees, and are so focused on connecting every single effort to the brand name that they're not willing to consider much unbranded spend. (For those that do, kudos to you!) <br /><br />Pharma could be doing a lot more - and no doubt consumers would be much more receptive - if they increased their unbranded efforts across all digital media. Think education, customer support, lead generation... At Intouch, much of our work over the years has proven out that in many categories (though admittedly not all), and if done right, unbranded efforts can have a strong tie back to ROI.<br /><br />I've blogged on some similar topics in the past - see http://bit.ly/13EDO0 for more info.Anonymoushttps://www.blogger.com/profile/01712567520098554819noreply@blogger.comtag:blogger.com,1999:blog-8550428.post-59180092854354088162009-09-25T09:21:14.247-04:002009-09-25T09:21:14.247-04:00Thx for translating Twittereese within. Still lear...Thx for translating Twittereese within. Still learning here!!@jamielacey28noreply@blogger.com