Key to successful digital outreach: think small

Key to successful digital outreach: think small

Patients want to do more with mobile and see doctors less. Two studies outline the types of digital interventions patients are interested in.

Nodding to bloggers, Lilly digitizes content

Nodding to bloggers, Lilly digitizes content

The move to digitize a series of books it co-created with Disney for kids with type 1 diabetes was spurred by a meeting with the online diabetes community.

Game for cancer patients gets mobile app

Game for cancer patients gets mobile app

Re-Mission, the video simulation known to change young patients' attitudes toward cancer, is in its second iteration. And one big drug maker has added its backing.

Remedy's HealthCentral.com is slated for a makeover

Remedy's HealthCentral.com is slated for a makeover

Remedy Health is hoping a new design for its flagship portal can give it an edge over rivals WebMD and Everyday Health.

"Sensor you swallow" passes psych test

"Sensor you swallow" passes psych test

Proteus Digital Health's ingestible sensor shows utility as an adherence tool for those on psych meds, a study suggests.

Astellas serves up dose of "reality" in DTC effort

Astellas serves up dose of "reality" in DTC effort

The drug maker's broadcast-heavy "OAB reality" campaign stresses the emotional toll on women.

Genetic testing firm airs TV spot as part of $5M ad buy

Genetic testing firm airs TV spot as part of $5M ad buy

23andMe aired its first TV ad Monday, in a bid to build the audience for DNA sequencing.

Business briefs: Sanofi; Doximity; NYBA

Sanofi named Connect & Coach as the winner of its 2013 Data Design Diabetes contest

Google revamps scramble the SEO playbook

Google revamps scramble the SEO playbook

Pharmas need to start fine-tuning paid search and producing "liquid content" that moves fluidly between screens, said Google's David Blair at our first MM&M Skill Sets Live session

Docs haven't mellowed on DTC, snap poll suggests

Docs haven't mellowed on DTC, snap poll suggests

The FDA wants to know how physician attitudes towards direct-to-consumer advertising have evolved since the agency last asked them, in 2002. If a snap poll by CMI/Compas is any indication, drug companies probably won't like the answers.

Business Briefs: Docs question Gleevec price, Sanofi pill may delay MS onset

Doctors call out Novartis on drug prices; Aubagio shows strong top-line data in trials; and overseas docs increasingly turn to digital.

Shazam! Sanofi Pasteur strikes a chord with Fluzone audience

Shazam! Sanofi Pasteur strikes a chord with Fluzone audience

Sanofi Pasteur scored a pharma first this past winter by offering "Shazam" technology as a way for viewers to interact with TV commercials for its Fluzone Intradermal influenza vaccine—and to find out where they could get the new shot.

Sermo secures funding in global push

WorldOne will use a $35 million financing windfall for a global build-out of the physician social network it acquired in July.

Social media guru Gwee joins Chandler Chicco

Social media guru Gwee joins Chandler Chicco

Gwee, who pioneered pharma social media at Vertex before moving onto the agency side, is tasked with integrating digital and social strategies across the marketing and PR network's 14 agencies.

YouTube's Channels reboot gives pharmas pause

YouTube's Channels reboot gives pharmas pause

Google's latest YouTube update aims to make its Channels more social, and even as the company has given its pharma clients an extra month to hold on to their old page designs, the new format is inspiring anxiety among drug firms and medical agencies.

Remedy and UC Berkeley launch wellness platform

Remedy Health Media is partnering with the University of California-Berkeley on BerkeleyWellness.com, which will deliver wellness information to consumers with the customary interactive spoonfuls of sugar—quizzes, slideshows, email alerts and social media feeds, along with roundtables and video chats featuring Berkeley experts.

Shire launches ADHD tech challenge

Taking a page from Sanofi, Shire is preparing to launch a developer challenge "to create technology driven solutions that aid individuals with ADHD during the transition from adolescence into adulthood."

Growth in devices, online video to drive media this year, buyers say

What changes in marketing or audience viewing habits might impact pharma's media investment this year? Media buyers weigh in on the hot channel trends.

The year ahead: A Capitol bit of crystal ball-gazing

From FDA and pharma, to Caronia and off-label communication, three healthcare policy experts offer their take on what 2013 holds in store.

M3 Group extends reach in Iberian and Latin American markets with partnership

M3 Group extends reach in Iberian and Latin American markets with partnership

MDLinx owner M3 Group is partnering with Argentine online CME firm Medcenter on a content-sharing deal that will expand its in-language reach to Spain, Portugal and Latin America.

Company news: Biogen Idec, HHS, Televox

Biogen Idec sets aside $10M for ALS research, HHS clears eight exchanges.

DePuy coaches joint pain sufferers not to delay surgery

DePuy coaches joint pain sufferers not to delay surgery

A new campaign from J&J's DePuy Orthopedics, aimed at raising awareness of joint replacement, features Baby Boomers' letters to their younger selves.

Pfizer, J&J, Novartis and Sanofi tops in social media, say patients

Pfizer, J&J, Novartis and Sanofi tops in social media, say patients

Pfizer has the strongest social media presence of any pharma, a WEGO Health/Digital Health Coalition poll suggests.

Sansone takes director's chair at Medicus

Adrian Sansone is taking over the managing director's seat at Publicis Lifebrands Medicus, and is tasked with changing the way the HCP agency operates.

Quadrant buys IMNG, becoming biggest medical publisher by ad revenue

Quadrant buys IMNG, becoming biggest medical publisher by ad revenue

Privately owned Quadrant HealthCom acquired International Medical News Group (IMNG) from Elsevier, creating a new medical-publishing juggernaut.

Razorfish Health, Publicis Healthware in merger

Razorfish Health, Publicis Healthware in merger

Publicis is uniting two of its digital agencies as it seeks to keep the pure-play "e" units competitive.

Video education effort aims at patients, doctors

A new video-based educational series will aim to tailor content to both patients and physicians, the firms behind the effort say.

Pfizer's Redmond to head WebMD

Pfizer's Redmond to head WebMD

WebMD had to go all the way up to 42nd Street to find its new CEO, Pfizer honcho Cavan Redmond. He brings a keen understanding of the site's biopharma industry advertisers, and he'll need it as the portal looks to shore up flagging ad sales on the consumer side of its business

Company news: Digital health edition

Physician social network adoption was flat from 2011-2012, a survey says, and Everyday Health gets a nom for a daytime Emmy

Consumers getting comfortable with social media as a health resource

Around a third of US adults use social media as a health resource, according to a survey by PricewaterhouseCoopers - whether seeking out medical info, sharing symptoms and experiences or rating drugs, devices, doctors, hospitals and health plans.

With online doctor quiz, edugaming dons lab coat

With online doctor quiz, edugaming dons lab coat

Could an online quiz be the future of continuing medical education? In a twist on the "edu-gaming" phenomenon, Cleveland Clinic and physician site MDLinx aim to answer that question with The Smartest Doc, a daily one-minute quiz that aims to keep doctors up to date on the medical literature by appealing to their competitive spirit.

Sermo looks for new leaders—and profitability

Sermo looks for new leaders—and profitability

Sermo is searching for a CEO and a medical advisory board since the physician online community's founder, Dr. Daniel Palestrant, and chief medical officer, Dr. Adam Sharp, left in November to launch a new startup called Par8o.

GSK seeks to span digital divide with social/digital dragnet

GlaxoSmithKline is souping up its social media monitoring with a digital strategy it says will create processes that are standard enough to streamline communications, but flexible enough to meet local requirements.

Novo Nordisk launches "robust" Hispanic FlexPen play

Novo Nordisk launches "robust" Hispanic FlexPen play

Novo Nordisk has launched a big integrated Spanish-language marketing campaign for its FlexPen insulin delivery device - one that Univision calls "the most robust ever" in Hispanic media for the diabetes sector.

Industry group releases digital best practices

Weary of FDA foot-dragging on digital and social media guidance for pharmas, a group of 60-some industry digerati have put together guidelines of their own.

P&G signals plans to cut ad costs by shifting to digital media

P&G signals plans to cut ad costs by shifting to digital media

Procter & Gamble is looking to lower its promotion costs by leaning more on digital media, Chairman and CEO Bob McDonald told analysts in an earnings call.

Victoza effort featuring Southern cuisine queen Deen draws flak

Victoza effort featuring Southern cuisine queen Deen draws flak

Novo Nordisk is courting controversy with a Victoza-branded type 2 diabetes education campaign featuring Southern-fried celebrity chef Paula Deen and her sons.

WebMD calls off sales plans, CEO steps down amid ugly forecast for 2012

WebMD calls off sales plans, CEO steps down amid ugly forecast for 2012

WebMD scrapped plans for a possible sale and announced that president and CEO Wayne Gattinella is stepping down after 11 years in that role.

Healthline lands Drugs.com ad sales deal

Healthline lands Drugs.com ad sales deal

Healthline Networks has secured a deal with Drugs.com giving it exclusive rights to sell consumer ads on the site, which boasts 8.8 million unique visitors per month.

Merck takes stake in Physicians Interactive

Merck's Global Health Innovation Fund (GHIF) is investing up to $17 million in Physicians Interactive, a company that develops digital products for doctors such as e-sampling and interactive education programs.

A targeted mobile effort for a thermometer shadows the flu

A targeted mobile effort for a thermometer shadows the flu

Mobile campaigns are getting increasingly targeted through layering of identifiers like location, age and gender. An effort for a new thermometer serves ads only to expecting moms and those with children under five within two miles of a store selling the device and only when influenza is running rampant where they live.

Behind WebMD's PE courtship, a business model under pressure

WebMD's talks with private equity firms come amid an advertising slump, and going private could buy the firm time to retool its business model while insulating it from activist investors like Carl Icahn.

Bon Jovi enlists in Advil's battle with Tylenol

Bon Jovi enlists in Advil's battle with Tylenol

Jon Bon Jovi is the latest celebrity pitchman for Pfizer Consumer Healthcare's Advil.

Consumers may be savvier, less fearful about online privacy and advertising than you think

Consumers are as worried about online privacy as they are about terrorism, but marketers tracking their surfing habits or mining their emails for insights is the least of their worries, according to a survey by McCann Truth Central.

Boehringer's Pharma-ville could salve industry's bad reputation

Boehringer's Pharma-ville could salve industry's bad reputation

Boehringer Ingelheim is hoping to create a new Facebook phenomenon with the development of a pharma civilization game that could give industry reputation a shot in the arm.

Study of diabetes social networks finds an advertising Wild West

More than a quarter of posts on Facebook sites for people with diabetes are promotional in nature, many touting products unapproved by the FDA, according to an analysis of diabetes-focused social networks.

Friends and family top health influencers, says survey

Underscoring the importance of social media in public health, patients say friends and family are as responsible for their health as are medical professionals, according to Edelman's 2011 Health Barometer study.

Advertising as dating game: It's the brand.com where things get serious

A survey by Yahoo! and advertising giant BBDO says advertisers need to raise their game in "owned media" like brand.com sites to woo consumers.

Merck web widget points to future adherence fix

Merck web widget points to future adherence fix

Asking consumers to gauge their risk for non-adherence, Merck is deploying a one-minute survey dubbed the Adherence Estimator that may be the way forward for keeping patients on-treatment.

Lipitor.com gets Bad Ad slap for cross-promotion sans risk info

Pfizer's Lipitor website touted the efficacy of Caduet, Chantix and Norvasc but failed to balance those claims with risk info for the drugs, according to an "untitled letter" from FDA's Division of Drug Marketing, Advertising and Communication (DDMAC).

EMD Serono brings back "Birds & Bees" infertility effort

EMD Serono brings back "Birds & Bees" infertility effort

EMD Serono refreshed its "Birds & Bees" fertility issues awareness campaign with a Facebook page and a music video.

Ethnically insensitive Summer's Eve ads draw eyeballs and brickbats

Ethnically insensitive Summer's Eve ads draw eyeballs and brickbats

A feminine hygiene brand known for its boffo advertising is back with an anatomically-explicit ad campaign that's generating tons of publicity but also charges of racism.

FDA guidance exempts most pharma apps from scrutiny

FDA guidance exempts most pharma apps from scrutiny

FDA issued draft guidance on mobile medical apps, focusing narrowly on those programs that augment regulated medical devices or turn mobile devices into medical devices.

Pharma digerati push for online guidelines

Pharma digerati push for online guidelines

Frustrated by FDA inaction on guidance for digital marketing and social media, a host of industry players are banding together to form a nonprofit that can hammer out consensus on a way forward.

Lilly refreshes patient ed portal, launching YouTube channel

Lilly refreshes patient ed portal, launching YouTube channel

Eli Lilly & Co. refreshed its Lilly for Better Health program with a multichannel platform and a YouTube channel.

Facebook: pharmas must enable comments by August 15

Facebook: pharmas must enable comments by August 15

Facebook sales reps told pharmas last week that they can no longer disable commenting on their non-brand-specific pages, potentially exposing them to flame warriors, spammers, adverse events reports and discussion of off-label uses that might call down the wrath of DDMAC.

Seeking "savoir-faire," Publicis buys Rosetta for $575 million

Publicis is padding its digital health agency supergroup with a $575 million-plus acquisition of Rosetta Marketing Group.

Social media gurus Gwee and Monseau move on to new jobs

Social media gurus Gwee and Monseau move on to new jobs

Two of the drug industry's brightest minds in social media, Shwen Gwee and Marc Monseau, are changing jobs, with Gwee leaving Vertex for Edelman and Monseau exiting J&J to open his own firm.

Patients prefer health media sites to user-generated content for medical info, says survey

Consumers continue to trust health magazines, websites and WebMD more than user-generated contribution sites like Wikipedia, Facebook or Twitter for medical information, according to a survey.

FDA to probe website DTC risk/benefit presentation

The FDA announced plans to study online consumer advertising for prescription drugs in order to resolve "a number of questions surrounding how to achieve 'fair balance' in online DTC promotion.

Pfizer texting campaign plugs vaccinations

Pfizer texting campaign plugs vaccinations

Pfizer is piloting a mobile education campaign promoting awareness of the value of childhood vaccinations through texting.

AstraZeneca adds live chat option to Nexium, Crestor sites

Visitors to Crestor.com and PurplePill.com can now hit a "click to chat" button to chat with a live AstraZeneca customer service rep.

Global healthcare pros prefer live reps, survey finds

For all the talk of e-detailing and digitizing the sales force, a plurality of international healthcare professionals would rather get info about new treatments from flesh-and-blood reps than through any other channel, a survey found.

Havas launches "#a11y" digital practice for disabilities market

Havas launches "#a11y" digital practice for disabilities market

Havas Drive has launched a practice focused on developing digital products for persons with disabilities and those undergoing rehabilitative therapies.

Social media "power users" favor letting companies socialize, survey finds

Social media "power users" value interaction with healthcare companies want them regulated but around, according to a WEGO Health survey.

Google slathers search ads in Facebook sauce

Google is looking to catch some of that social networking word of mouth marketing magic with a "+1" button that will appear on all of its search ads, allowing users to flag items for their friends.

Dr. Quinn to front Boehringer European AFib awareness effort

Dr. Quinn to front Boehringer European AFib awareness effort

Boehringer-Ingelheim has recruited actress Jane Seymour to serve as the face of a continental European atrial fibrillation and stroke awareness campaign.

Internet "Do not track" efforts could dash health data collection

The White House wants a national "Do not track" policy - a digital version of the "Do not call" registry - and that's making marketing and advertising policy hands nervous.

Everyday Health moves aggressively into mobile apps

Everyday Health moves aggressively into mobile apps

Everyday Health is going big on mobile, with 23 apps in six verticals, seeking advantage against its older competitor WebMD.

Crestor dons chef's hat with online cooking show series

Crestor dons chef's hat with online cooking show series

AstraZeneca is sponsoring an online cooking show series as part of its Crestor efforts.

Apps on fire, but pharmas losing the mobile health arms race, says report

Pharma investment in app development exploded last year, as companies branched out beyond diabetes, but industry spending on mobile is still dwarfed by other healthcare players, according to an Ernst & Young report.

Sanofi-Aventis builds out diabetes social media presence

Sanofi-Aventis builds out diabetes social media presence

Sanofi-Aventis US is expanding its social media footprint with a new "Discuss Diabetes" blog and a "WhyInsulin" YouTube channel.

Brand.com sites for sleep aids and ED drugs drive scripts

Levitra.com led the pack among product websites that drove consumers to the doctors to request a prescription, according to a Manhattan Research survey.

Only a fraction of pharma ad budgets go to mobile, survey finds

Pharma manufacturers expressed a clear interest in launching new mobile initiatives in the coming months -- if they haven't launched them already -- but nearly three-quarters of the companies surveyed said mobile budgets represent 5% or less of their total ad spending, a new survey found.

Boehringer Ingelheim contest seeks COPD songs

Boehringer Ingelheim contest seeks COPD songs

Boehringer Ingelheim is partnering with the Country Music Association for a Tune Up For COPD Songwriting Competition featuring country music stars Billy Ray Cyrus and Patty Loveless.

Dey launches EpiPen app

Dey launches EpiPen app

Mylan's Dey Pharma launched MyEpiPen App, designed to help patients with severe allergies and their caregivers cope with episodes of anaphylaxis.

Novo Nordisk refreshes diabetes online presence with Cornerstones4Care

Novo Nordisk refreshes diabetes online presence with Cornerstones4Care

Novo Nordisk is launching an online support program for diabetes patients, dubbed Cornerstones4Care, that promises patients one-stop shopping for diabetes information and product information.

iRep lets docs sign an iPad for samples

iRep lets docs sign an iPad for samples

Sales reps armed with an iPad can collect digital signatures for samples thanks to iRep, a physician detailing application set to launch in mid-February.

GSK launches new Alli spots, hands five OTC brands to Meda

GSK launches new Alli spots, hands five OTC brands to Meda

GlaxoSmithKline launched new commercials for Alli, in time for New Year's resolutions and holiday overeating remorse, and handed off five OTC products to Meda Pharmaceuticals.

GSK shortlists 20 in US Rx advertising review

A sprawling review of GlaxoSmithKline's advertising business on US pharmaceutical brands is down to a shortlist of 20 agency networks.

Pfizer piles on Tylenol with Advil ads, website

Pfizer piles on Tylenol with Advil ads, website

Pfizer took aim at J&J's Tylenol franchise with a campaign offering free Advil and urging consumers to clean out their medicine cabinets and trash recalled drugs.

Online behavior varies by condition type and stage, study says

Consumers looking for diabetes information online respond to different tools and website functionality than, say, people looking for information on cancer or heart disease, a new study found.

AstraZeneca site offers docs live chat with reps

AstraZeneca site offers docs live chat with reps

AstraZeneca has launched a professional site for its Vimovo arthritis drug that features a live chat option.

Amgen, Pfizer and Project Runway's Tim Gunn offer psoriasis style tips

Amgen, Pfizer and Project Runway's Tim Gunn offer psoriasis style tips

Amgen and Pfizer teamed up with fashion guru Tim Gunn for five videos offering style tips -- or 'psophisticated styles' -- for psoriasis patients. The videos resemble reality television shows and feature style consultations with the five winners of the Addressing Psoriasis contest launched last year.

Ad-ucation? Sorvinos plug Lantus in Sanofi web effort

Ad-ucation? Sorvinos plug Lantus in Sanofi web effort

Sanofi Aventis launched a Lantus-branded "diabetes awareness campaign" featuring Paul and Mira Sorvino.

About.com users find drug ads more helpful in 2010, survey says

Online drug ads are significantly more helpful this year, particularly with respect to side effect and safety information, according to an About.com survey of its users.

Medscape.com tops with docs, says report

Physicians going online (via computer) for health information visit professional sites most often, and they visit WebMD's Medscape -- a free portal for physicians -- more than any other, according to a comScore/ImpactRx study.

ASCO Post launches in print, and online

ASCO Post launches in print, and online

The American Society of Clinical Oncology (ASCO) and Harborside Press launched the inaugural print issue of ASCO Post in June, and launched a website home for the title yesterday.

Abbott launches website, widget for psoriasis awareness

Abbott launches website, widget for psoriasis awareness

Abbott launched a psoriasis educational website and a widget, the latter offering weekly tips and facts delivered to the user's personal desktop.

Good Health Media and Tynt target copy and paste keywords

Good Health Media and Tynt target copy and paste keywords

Visitors who copy and paste keywords on any of Good Health Media's 140 web properties will prompt a box of sponsored links, courtesy of Tynt Multimedia technology.

NEJM revamps website, adds complete archive

NEJM revamps website, adds complete archive

The New England Journal of Medicine launched a new website on July 24, including an archive of past issues dating back to 1812. Over 150,000 articles are now available for digital searching and perusal.

WEGO Health throws Ning network users a lifeline with sponsorship

WEGO Health is sponsoring all health networks at social networking platform Ning.com, enabling a million Ning network users to go on posting free of charge as the company phases out its free networks.

Sermo revamp aims for faster searches, better filters, alerts

Sermo unveiled a revamped platform aimed at offering physicians and clients alike faster and more targeted searches.

Sage upgrades online journal platform

Sage upgrades online journal platform

Sage, an international publisher of medical journals, books and electronic media, is shifting all of its 560-plus titles onto a new platform hosted by Stanford University Libraries' HighWire Press.

Everyday Health to manage PDR's consumer web property

Everyday Health and Physicians' Desk Reference (PDR) announced a long-term partnership that hands advertising duties for PDRHealth.com -- PDR's consumer offering -- to Everyday Health. Financial terms of the deal were not disclosed.

Bayer unbranded effort aims to counter bad birth control info

Bayer unbranded effort aims to counter bad birth control info

Bayer wants women to come to the company for information on contraception instead of relying on coworkers, bloggers or the tube for advice.

NASCAR driver Jeff Gordon to lead Sanofi whooping cough awareness campaign

NASCAR driver Jeff Gordon to lead Sanofi whooping cough awareness campaign

In an effort to throttle up awareness of whooping cough, or pertussis, Sanofi Pasteur and the March of Dimes have enlisted NASCAR driver Jeff Gordon to lead their ongoing Sounds of Pertussis campaign. Jennifer Lopez was previously the celebrity face of the campaign.

J&J uses web video, teacher outreach in UK ADHD effort

J&J uses web video, teacher outreach in UK ADHD effort

J&J's Janssen-Cilag launched an animated patient education video aimed at showing viewers the world from the perspective of a child with ADHD and urging parents to see a doctor about behavioral problems.

Script in hand, Boomer women sleep on it, ask friends before filling

Forty-four percent of women research prescribed drugs using multiple sources before filling a script, a survey found, suggesting that marketing efforts targeting Baby Boomer women, in particular, must focus less on brand awareness and more on the post-script conversation.

Pfizer's "Swiss Army Knife of PR" stresses science, responsibility

Pfizer's "Swiss Army Knife of PR" stresses science, responsibility

Pfizer redesigned its annual review as part of a rolling rebranding exercise aimed at personalizing the company, emphasizing corporate responsibility and stressing the scientific prowess of a giant better known for its marketing.

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MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.