Pharma: Is Private-label Media a New Kind of Marketing?

The growing popularity of ‘private-label media’, as Booz & Co. like to call it, is one of the more provocative – and potentially disruptive- developments occurring in today’s marketing and media ecosystems, according to their recent report entitled, The Promise of Private-label Media.  The emergence of private label media represents both a compelling way to engage consumers and yet another challenge to long standing media business models - And the more that is spent on private-label media, the less that may be spent on traditional advertising, especially in the digital realm.

So what is private-label media?

Just about every company and brand has a website.  But today, many marketers are going much further. They are transforming their presence into powerful media channels. Private-label media offerings bring the brand directly to the consumer, and allow marketers to bypass traditional media. The term ‘private-label media’ usually refers to a company’s website and the turning of the website into a powerful media channel.  Online, consumers interact directly with the brand and other consumers, strengthening brand relationship, fostering new leads, testing new products and even negotiating discounts. (Definition by Ed McMann)

These are not digital infomercials; the best private label media connect consumers directly to brands. Consumers can design and test new products, enter online forums to talk to others who may share their perspective, and take advantage of unique brand offers and ancillary services.  Continue reading

Pharma and Social Media: What Role Should Personas Play?

Last Thursday, I attended Business Development Institute’s Social Communications & Healthcare Conference. There were a number of good presentations for Pharma social media. One that stood out was the folksy talk given by Pfizer’s VP/Worldwide Communications Ray Kerins. Ray ingratiated the group by acknowledging that Pfizer still has a long way to go, but promised to listen and try to get it right… Or listen to Rick Wion, VP of Interactive media at GolinHarris, co-creators of McNeil’s two ADHD social media sites, speak about how to work within the regulatory environment.  Jonathan Richman also presented Healthcare and Social Media: Know the Rules.  And for conference takeaways, read Sally Church’s Pharma Strategy blog The Challenge of Social Media in Pharma as well as Steve Woodruff’s Impactivity Blog Pharma and Social Media Progress!.  Or follow the many tweets at #BDIContinue reading

EMR vs. EHR? Are They The Same And Should We Care?

Wikipedia
Today I learned a new distinction that may be obvious to many, but somehow escaped me.  For the last five years, the numerous discussions of Electronic Medical Records (EMR) and Electronic Health Records (EHR) seem to have blurred in my mind. But today I read a post that finally helped set me straight… and provided further insight in my on-going quest to define and  ‘master’ patient-centered marketing. 

According to EHR Scope’s blog:

An Electronic Medical Record (EMR) is a system that enables physicians’ to have electronic patient charts.  This system is solely for the physician, therefore, the legal record of a patient encounter is owned by the physician.  The EMR is not interactive, and all patient information is stored within the physician’s computer.

An Electronic Health Record (EHR) is a system that focuses on the word ‘Health,’ which implies the scope of a patient’s well-being. The most important term that you must associate with an EHR is interconnectivity. An EHR has the ability to transfer data to other EHRs, hospitals, labs. It is about the PATIENT receiving the best care and is not dependent on the physical location of the patient.

Others define EHR as a longitudinal electronic record of patient health information generated by one or more encounters in any care delivery setting and includes a variety of patient information such as demographics, medications, past medical history etc.

Continue reading

Using Social Media To Improve Pharma Clinical Recruitment and More

Why Dr. Younes Uses Social Media (Bunny Ellerin) offers a great example of the broader potential of social media beyond simply a pharma marketer’s focus on building patient dialogue and retention or to keep current with old and new friends.

The story begins with Dr. Younes from The University of Texas MD Anderson Cancer Center with his recent blog Medicine and Social Media: Why do I tweet?

“Two years ago, I decided to experiment with social media. I have a strong interest in the treatment of Hodgkin’s lymphoma, a rare type of human cancer that affects approximately 8,600 patients per year in the United States. With a cure rate of 75%, it was very challenging to get pharmaceutical companies interested in developing new therapies for this small patient population. Furthermore, because of the limited pool of patients who are eligible for experimental therapy, these trials traditionally never enrolled patients in a timely manner.”

Then Dr Younes secured four IRB approved trials, and needed to enroll patients and tried many recruiting methods…  Continue reading