Pharma Marketing Blog: The Year 2012 in Images

© 2012. Pharma Marketing Network. All rights reserved.

Pharma Marketing Blog 2012: The Year in Images

The Year 2012 in Images

These are my favorite images that appeared in Pharma Marketing Blog posts made in 2012.

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Which recipe will reign supreme: Januvia, Victoza, or Onglyza?

http://bit.ly/novodeen

Three Companies Compete for Diabetes Market Share Using Recipes

Rather Than Product Efficacy

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Ambre Morley, Associate Director, Product Commun-ications, Novo Nordisk, claims that a lot of criticism of Deen is unfounded and she implied that the criticism demonstrated a NYC-LA bias and that other celebrities would not be subject to the same kind of personal attacks endured by Deen.

http://bit.ly/DeenvBourdain

Novo Defends Paula Deen vs. Anthony Bourdain

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The fact is, Deen lost the weight AFTER being signed on as a spokesperson for Victoza. Which proves that money is the best incentive for adhering to a healthy lifestyle.

http://bit.ly/deenbagomoney

Paula Deen and Other Proof that Monetary Rewards Improve Adherence

4



Lilly sales representatives are learning about customer service by observing Disney Animal Kingdom workers.

http://bit.ly/LillyPiggies

Lilly Sales Reps Learn Marketing Lessons From Disney Animal Keepers

5



Alex Gorsky should learn from the mistakes of his predecessor, Bill Weldon, who flubbed handling a growing PR crisis by not adequately leveraging social media to assure consumers he was working to resolve the issue.

http://bit.ly/GorskyAdvice

Advice to J&J's New CEO: Start Tweeting, Blogging, and YouTubing

6



What Pharma Should Learn from Geicoabout Marketing Mix

http://bit.ly/PharmvGeico

7



Finding a toilet in Israel can be tough especially when there are no public toilets. This is surely an app that George Costanza would rate among his TOP 25!

Pfizer Mobile Public Toilet App Rated Top 25 by George Costanza

http://bit.ly/PfizerToiletApp

8



Will FDA soon require mobile apps such as medication prescription renewal reminders and blood glucose level tracking functions to be regulated as medical devices? PhRMA thinks it could happen.

FDA Mobile Regulatory Fear Mongering by PhRMA

http://bit.ly/phrmafear

9



The Fake Avastin Supply Chain

http://bit.ly/fakeavastin

10



Heard on Twitter: #JNJ is pleased to rank 12th among @FortuneMagazine’s most admired companies!

http://bit.ly/JNJRep

J&J Lowers Its Reputation Expectations

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The final bar of the chart is my estimate for 2012, which is based on the premise that DTC ad spending for Lipitor will be less than half of what it was in 2011. Data from this chart was later reproduced by Prevention Magazine without citing the source :-(

Lipitor Holds Key to DTC Ad Spending in 2012

http://bit.ly/pin041512

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Text on Pfizer’s “Get Old” community was at first difficult for old AND young to read. After reading my blog post, Pfizer corrected the problem.

Pfizer's Social Media Initiatives are Getting Old

http://bit.ly/GetOldPost

13

After

Before



There's a lot of brouhaha these days in pharma circles about "gamification" as if it were the newest thing since sliced bread. Operation Frog was a game/frog dissection simulator I designed way back when!

Gamification's Brave New World Circa 1984

http://bit.ly/OperationFrog

14



My poster representing the "DOJ v Pharma Settlement Planetary System," which still has room for additional planets and asteroids.

The DOJ v Pharma Settlement Planetary System

http://bit.ly/DOJplanets

15



Inspirational? Not!

This is probably the result of Pfizer's conservative view of what modern women aspire to at 11:00 am in the morning.

http://bit.ly/mopping

Retro Relpax Web Site Features Woman Mopping the Floor

16



BI launched the Syrum game at a TED-like technology conference rather than at a pharma industry conference such as DigiPharm Europe.

http://bit.ly/syrumlaunch

Boehringer’s Syrum Game Launched in EU

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A Pfizer blogger used “scientific community” data as surrogate for pharma industry, but “medicine” and “major companies” may be better choices, in which case public confidence in pharma has waned over the past 38 years.

http://bit.ly/trustwan

Public's Confidence in Science Remains Steady, But Not for Medicine

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A new social media metric you can use to compare pharma Twitter accounts. The StatusPeople Web site invites you to "Find out how many fake followers your friends have."

http://bit.ly/twttrfakes

Fake vs. Real Pharma Twitter Followers

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http://bit.ly/twttrfakes



I'm not sure what other Alzheimer products Pfizer and J&J are currently working on, but maybe it's time to look into “gamification” as an alternative strategy. Studies have found a link between “brain-stimulating activities” and levels of protein -- i.e., β-amyloid -- thought to cause Alzheimer’s Disease.

http://bit.ly/alzgame

Pfizer and Janssen Halt Alzheimer Drug Development: Why Not Try

Gamification?

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Research sponsored by Pfizer found that over 70% of physicians are either "current users" (52%) or "likely/very likely" users (19%) of "restricted online communities" such as Sermo.

http://bit.ly/doctorgate

Physicians Prefer Gated Social Media Communities

21



Presented at the 6th Annual Digital Pharma East conference in Philadelphia on October 17, 2012. Accepting the award on behalf of the winners was Wendy Blackburn of Intouch Solutions.

http://bit.ly/3rdPGaward

Sanofi US Diabetes Team Receives 3rd PharmaGuy Social Media

Pioneer Award

22



Congress has set 9 JULY 2014 as the deadline for FDA to issue social media guidance. Keeping in step with current congressional media jargon, I refer to this date as FDA's "Social Media Guidance Cliff" although this "cliff" is more like a slippery slope.

http://bit.ly/smcliff

FDA's "Social Media Guidance Cliff": An Open Letter to Megan Clark Velez

23

I sent the letter, but have not heard back from Ms. Velez :-(



“Pharmaceutical Market Fails to Capture $188 Billion U.S. Revenue,” claims one headline.

Is improving adherence -- even a "modest" 10 percent improvement -- a "pipe dream?"

http://bit.ly/pipedreampoll

Pharma's Adherence Revenue Pipe Dream

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http://bit.ly/pipedreampoll



Some marketing “experts” think pharma can learn from political ads by emphasizing the negative aspects of living without the advertised drug treatment. Here’s my vision of what a “negative” psoriasis drug treatment ad might look like.

http://bit.ly/negpharmad

If Negative Political Ads Work, Would "Negative" Pharma Ads Also Work?

25



"Unlawful Promotion" -- off label and other "deceptive" marketing practices -- represents largest slice of the pie. This is probably a low estimate because the category "multiple violations" must also include unlawful marketing violations.

http://bit.ly/pharmapenalties

Public Citizen Tracks "Bad Pharma" Financial Settlements

26



November 12, 2012, was the third anniversary of the first day of the 2-day November 2009, FDA public hearing on the Promotion of Food and Drug Administration-Regulated Medical Products Using the Internet and Social Media Tools.

http://bit.ly/fdasmanniv

First Ever Pharmaguy Social Media Procrastinator Award Goes to...

27



One pharma social media pioneer told me "every single word that we say -- every single word -- even the punct-uation, has to be approved." How sad that many MLR people within pharma are "Social Media Scaredy Cats." It's probably a corporate "ladder" syndrome that goes all the way up to the CEO.

http://bit.ly/SMscaredycats

Pharma MLR "Social Media Scaredy Cats" Don't Trust Their SM Pioneer

28



"Dear friends, employees, and pharma aficionados..." That's how Stacy Burch, Director, Corporate Reputation and Digital Commun-ications, at Sanofi US, began the first post to her company's new blog Speaking of Sanofi.

I am a “pharma aficionado” at least to some degree.

http://bit.ly/pharmaficionado

Speaking of Sanofi: A Blog for Pharma Aficionados

29



If an app collects personal information, it should include a privacy policy that explains how such data is protected, who owns the data, how users can access the data, where data is stored, and instructions for opting out of data collection.

Do you agree? Take my survey.

http://bit.ly/pharmappsurvey

Many Smartphone Apps Lack Privacy Policies

30



Perhaps the Newtown, CT mass murderer was taking an antidepressant that increased his "suicidal thoughts." Or perhaps he was taken OFF his medication, which may have resulted in increased "aggressive" behavior due to withdrawal effects. In any case, neither mental illness, prescription drugs, nor guns alone causes these tragedies, but the combination of the three greatly increases the odds of their occurrence.

http://bit.ly/gunsplusdrugs

The Deadly Combination of Mental Illness, Guns and Rx Drugs

31



Based on evidence that social connections may spread obesity, the American Heart Association describe social network-based interventions and recommend social media as part of a strategy for the treatment and prevention of obesity.

But there may be another explanation for the social connections: obesity may be caused by bacteria, which can be spread from person to person.

http://bit.ly/ObesityBug

Can Obesity Be Treated with Cheap Antibiotics?

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Have a Happy New Year!

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Pharma Marketing Blog: The Year 2012 in Images

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