Professional Documents
Culture Documents
Controlling
the MESSAGE
in CYBER SPACE
and TIME
With all the buzz surrounding the push to have pharma move out of the comfort
zone of Web 1.0 and into Web 2.0 practices, PharmaVOICE asked experts what
would happen if the industry simply doesn’t make the move?
OUR FORUM EXPERTS PROVIDE THEIR INSIGHTS TO THAT QUESTION AND
MORE REGARDING THE CHALLENGES AND RISKS OF THE WEB 2.0 SPACE.
Keeping Up With terms of knowledge management and infor- issue is that customers, from consumers to
mation delivery. Consumers and professionals healthcare providers, have not been content to
the 2.0 Joneses have exploding access to technical content operate inside these constraints. Social com-
now with Web 2.0. The risk is that companies puting is happening today and will continue.
To maintain a competitive edge in today’s crowd- will rush to embrace Web 2.0 but lose the The question is whether the pharma industry
ed environment,most experts believe the industry spirit of collaboration behind the medium and will find a way to participate in these discus-
needs to step up its 2.0 practices or get left behind users will then reject the efforts. When done sions. At this point, these audiences are rely-
in a swirl of networking dust. Not only may early properly, Web 2.0 is a powerful application, ing more on each other than pharma manufac-
adopters get a marketing leg up on companies helping patients connect with each other and turers. Without engagement, pharma will not
that choose to drag their heels, but 2.0 savvy con- to other information resources. Pharma com- be able to influence these conversations, and
sumers will notice the laggards’ absence from the panies can help bridge this gap. Time con- hence, consumer decisions.
space. straints on the clinical encounter reveal oppor-
tunities to begin to assist patients, healthcare NAIL. CYMFONY. The growth of consumer
BATCHELDER. EMD SERONO. Every day mil- professionals, and the industry at large seeking usage of these technologies is inexorable and
lions of patients, physicians, nurses, and other better, more efficient ways to communicate irreversible. There is talk of a bubble in 2.0
healthcare professionals log into forums, read using Web 2.0. these days, but pay no attention. I believe this
blogs, and use interactive platforms for shar- is a dramatically more important shift than
ing information. Open, collaborative, interac- WORTHINGTON. NIELSEN ONLINE. There are the growth of interactive marketing and that
tive approaches to communications using myriad opportunities for pharma companies in it completely changes the relationship
Web 2.0 technologies can help maintain and the Web 2.0 space. Online patients are some between brands and their consumers. Mar-
build relationships that provide a foundation of the most knowledgeable and engaged con- keters of all sorts risk becoming irrelevant to
for continued growth across the healthcare sumers out there. They are adopting new tech- the consumer decision-making process if they
industry. Companies that do not embrace Web nologies at a lightening pace and waiting for don’t participate. Consumers are increasingly
2.0 will put themselves at a competitive dis- companies to catch up. Consumers will see relying on word of mouth — both online and
advantage because much innovation will nonparticipation in this space as a failing of offline — and ignoring marketing fluff. On
derive from increased collaboration. Medical the pharmaceutical industry, especially when the other hand, while early adopter consumers
information and knowledge management so many other industries are adopting Web are actively using these technologies today,
functions provide information platforms for 2.0 strategies and using new media to connect they aren’t conventional yet. Pharma compa-
bio-pharma and healthcare professionals in a and communicate with their customers. This nies should hurry up with pilot tests to begin
nonpromotional manner that is well suited to will only add to the already poor consumer to learn the best ways to use these tools so that
the peer-to-peer networking approach of Web perception of the pharmaceutical industry. they are adept with them when they become
2.0, because they draw upon expert customer’s truly mainstream in a few years. Consumer
own impetus for interacting with the compa- LEWIS. ABELSONTAYLOR. The industry, as a behavior doesn’t change nearly as fast as the
ny. The industry needs to rethink marketing whole, has by necessity focused on monologue technology changes, so there is time to catch
with Web 2.0 and begin to think more in over dialogue and control over democracy. The up and be aligned with consumers.
TIMOTHY BATCHELDER, M.S. US Medical Relationship Management Strategy, develop stronger bonds with influencers.
Information Manager, Systems and AbelsonTaylor Inc., Chicago; AbelsonTaylor is a For more information, visit cymfony.com.
Business Resources, EMD Serono Inc., medical and pharmaceutical advertising JAMES PIETZ. VP, Digital Strategy,
Rockland, Mass.; EMD Serono specializes in agency. For more information, MicroMass Communications Inc., Cary,
several therapeutic areas, including visit abelsontaylor.com. N.C.; MicroMass Communications is a
reproductive health, neurology, and PATRICK MOORHEAD. National Manager, relationship marketing agency. For more
metabolic endocrinology. For more Research and Development, Advanced information, visit micromass.com.
information, visit emdserono.com. Marketing Solutions Group, Avenue A | MEREDITH RESSI. VP,Research,Manhattan
BILL DRUMMY. Founder and CEO, Razorfish, Philadelphia; Avenue A | Razorfish is Research LLC,New York; Manhattan
Heartbeat Digital, New York; Heartbeat an interactive agency. For more information, Research conducts market research surveys
Digital is an interactive marketing and visit avenuea-razorfish.com. among physicians and consumers.For more
software company specializing in sales JIM NAIL. Chief Strategy and Marketing information,visit manhattanresearch.com.
and marketing solutions for the pharma- Officer, Cymfony Inc., Watertown, Mass.; LYDIA WORTHINGTON. VP, Client Services,
ceutical, consumer products, and financial Cymfony, a division of TNS Media Intelligence, Healthcare, Nielsen Online, New York;
services industries. For more information, is a market influence analytics company that Nielsen Online measures, analyzes, and
visit heartbeatdigital.com. interprets information on blogs and social leverages consumer-generated media. For
TIM LEWIS. Director, Interactive/ networks to gain consumer insight and more information, visit nielsenonline.com.
If companies choose to
remain unaware of the
content of online
conversations, THEY WILL
SURELY LOSE TOUCH WITH
THEIR CUSTOMERS.
MEREDITH RESSI,
Manhattan Research
WEB 2.0 TECHNOLOGIES ARE
being reactive instead of proactive in address- participate on cross-functional team meetings
ing how the proliferation of user-generated with diverse players in IT, medical/regulatory, CHANGING THE WAY MARKETERS
content impacts a business are twofold: First, marketing, and training/sales. And they must THINK. This perception shift is exciting
if companies don’t address how employees can, conduct constant monitoring and reporting to and will have a positive impact as it
and should, be interacting with or creating assure ROI. Customer service teams need con-
user-generated content, then there are bound stantly updated links to online product infor-
forces new, exciting thinking.
to be issues down the line of employees cross- mation resources. An ideal e-business and new
ing legal or regulatory lines they didn’t know media specialist will be able to tolerate uncer- JAMES PIETZ, MicroMass
existed. Most employees are now well trained tainty, adapt to new approaches, and maintain Communications
in how to use or not to use e-mail, online, and a level of enthusiasm and an entrepreneurial
user-generated content, but these guidelines mindset. Specialists will want to do this work
still need their own place in the company and will be willing to stay with their compa- fear of being rejected.
handbook. Second, if companies choose to nies for several years to see projects through to
remain unaware of the content of conversa- completion. The same goes for Web 2.0 ven- WORTHINGTON. NIELSEN ONLINE. Compa-
tions online, they will surely lose touch with dors. They need to do some benchmarking nies are starting to think about Web 2.0 more
their customers. Wikipedia is a great example. and develop ranking schemes to assess features seriously and develop plans, even if Web 2.0
In a recent study, we found that Wikipedia is between alternatives quickly. And lastly, the isn’t being used in practice. The risk is that all
one of the most commonly used health-infor- consumer of Web 2.0 services is shifting things Web 2.0 related are changing faster
mation seeking sites among consumers in rapidly as well. Before Web 2.0, and the resur- than plans can be rebuilt and modified. Using
many countries in Europe. In the absence of a gence of new consumer technology such as an out-of-date, long-term plan could exclude
WebMD in their language, Wikipedia is the Apple computers, most people’s only experi- new and important sources or technologies
best one-stop-shop some European consumers ence with computers were large, tightly con- and focus on areas that are no longer hot or
have available to them for health information. trolled databases at work over which they had exciting. This is a new and previously untest-
So just as a company might make sure the little control. The customer was a “user.” ed world. The industry faces fierce regulations
information about a product is up-to-date on Developing a system became a substitute for and extremely cautious legal departments;
WebMD, perhaps companies should have addressing cultural fundamentals in the orga- companies should not abandon any safety
policies in place for monitoring and updating nization and industry but with the time, measures to tackle Web 2.0. There are huge
Wikipedia. headaches, and cost associated with systems, opportunities to be had, and by looking at
IT became a scapegoat for a wide variety of those industries that have gone before — auto-
corporate institutional problems. Today, with makers, packaged good manufacturers, etc. —
Overcoming Web 2.0 Web 2.0 the technology is less an obstacle to and learning from their successes and mis-
Challenges and Risks business and increasingly an enabler. The user takes, the pharma industry is well-positioned
is a creator. to develop highly effective and innovative
Experts have identified regulatory constraints,
Web 2.0 strategies.
staffing, and lack of awareness as a few of the
RESSI. MANHATTAN RESEARCH. The biggest
Web 2.0 hurdles facing the industry.
hurdle that pharma faces in contemplating NAIL. CYMFONY. Regulatory issues are certain-
Web 2.0 strategies is, of course, legal and reg- ly a barrier, and there is no sign of FDA guid-
BATCHELDER. EMD SERONO. The largest ulatory uncertainty. Individual teams are often ance coming in the foreseeable future. Compa-
challenges for pharma companies moving into afraid to be proactive in thinking creatively nies must make their policies based on their
Web 2.0 are staffing and expertise. The e- about what Web 2.0 means for the brand and best assessment of how the FDA might decide
business leader must have a wide set of skills how they can respond, because in the absence to extend and adopt existing DTC regulatory
to make these projects work. In particular they of clear guidelines, it is difficult to know concepts to social media. The other issue for
must have the ability to analyze existing which ideas are doable, and which are doomed pharma marketers is how to break the one-
resources within their company, consolidate for failure when it comes time for approval. By way, push-messaging, interruptive mass mar-
and develop a portfolio of services, publish fre- developing guidelines surrounding how to keting mindset and learn to love losing con-
quent updates and communications to stake- monitor, respond to, and solicit user-generated trol of their brands. The emerging research
holders, and travel and work flexible hours to content, companies will be putting measures shows that for the most part, citizen marketers
match different time zones and cultural back- in place to protect themselves against liability will do a better job of representing a brand
grounds. They must also bring in agencies and for employee action or inaction, while also than company marketers can do. On the other
outside expertise as needed, attend conferences empowering the individual brands to be more hand, if the product isn’t as effective as its
on e-business and new media, read periodicals creative in the types of initiatives they can competitor, or isn’t sufficiently more effective
and obtain training, identify evangelists, and undertake, rather than being paralyzed by a to justify a price premium, there is no place to
involves taking that consumer feedback and Companies can be aligned with their con- to become static or irrelevant. The content gets
distributing it to marketing, PR, consumer sumers rather than lagging behind them and written and then is delivered regardless of
affairs, regulatory affairs, product develop- struggling to catch up. changes that may have taken place in the
ment, etc. Starting to pilot, to experiment, meantime. Web 2.0 enables conversations to
and learn now will enable pharma companies LEWIS. ABELSONTAYLOR. The risk in long-term take place between companies and their cus-
to be adept with these tools as usage expands planning for Web 2.0 content is that a compa- tomers. These conversations, because they are
beyond early adopters and goes mainstream. ny allows the planning, and hence the content, dialogues, will have some fluidity to them, so
Risk/Reward
Cymfony and healthcare marketing companies should ensure that the video is defining external monitoring projects
consultancy Envision Solutions and law accompanied by a brief overview of medical around topics where adverse events are
firm Seyfarth Shaw — the co-authors of a side effects and provide additional product less likely to be discussed,for example,a
related white paper — have evaluated a information that is easily accessible via a study on consumers’reaction to a DTC
number of social media communications prominently displayed hyperlink embedded in campaign,or patients’experience with their
tactics and organized them into three the video content. doctor during treatment.But following this
risk categories: red,yellow,and green. Monitoring Social Media Using Internal strategy could create product liability issues
Red.These are social media activities that Resources — Risk Level Yellow for the company in the event of
may place a pharmaceutical company at Reviewing blogs, online bulletin boards, and subsequent injury if it could be argued that
high risk of violating FDA regulations. other forms of social media generally does not the company could have or should have
Yellow. Companies may be at moderate heighten a drug company’s risk of violating fair known about the adverse reaction.
risk of being cited for noncompliance by balance or off-label promotion regulations. Developing a Branded Blog — Risk
implementing these tactics. Companies must evaluate their responsibility to Level Red
Green.These activities carry low risk of vio- report adverse events that may be discussed, Blogs are often spontaneous,opinion
lating FDA regulations, either because drug but most posts will not qualify as reportable filled,and free wheeling.While this type of
firms are already implementing them or events. approach could lead to many regulatory
they can be very tightly controlled. Because of the anonymity of members of issues,the risks can be lessened by ensuring
To evaluate each activity, Cymfony most social media sites, most posts will not that the branded blog is compliant with fair
assessed the likelihood of a company meet the first two required elements of a balance regulations by developing a brief
being cited for violating fair balance, reportable event.Without an author’s real name statement of common drug side effects
adverse event, and off-label promotion and other identifying facts, the post will fail to that appears in the blog,by regularly
regulations during the activity. (Note:This meet the criterion of “an identifiable person reviewing reports of adverse events,and by
framework is not all-inclusive.) reporting the event.”Similarly, most posts will incorporating those reports that are
Developing Branded Content for fail to include “an identifiable patient,”whether identifiable and credible into existing
Distribution on Video-Sharing Websites the anonymous author claims to have had the protocols.Companies must develop proper
— Risk Level Green experience himself or is describing someone disclaimers,site use policies,and internal
A number of drug companies are else’s experience. policies and procedures to avoid
considering whether and how to distribute But if a post includes all the required inadvertently endorsing off-label uses
branded content on video-sharing elements, it must be reported along with discussed in comments.Given these
Websites, such as YouTube.This is a adverse events identified by all other means. restrictions,drug companies should
relatively low-risk activity because Monitoring Social Media Using External evaluate whether a product blog will be
companies normally include information Resources — Risk Level Yellow effective in satisfying patient/healthcare
about drug risks in the videos and the If an external vendor is monitoring social provider expectations for a blog.The
content is carefully vetted and controlled. media on a company’s behalf,drug companies reviews needed to ensure that the blog
Without this scrutiny, however, a company are still obligated to report all verifiable adverse complies with FDA regulations may
may violate fair balance requirements. events that they become aware of through the prohibit companies from fully satisfying
To decrease the odds of being cited by activities of the external vendor.Companies can blogging’s cultural requirements for candid
the FDA for noncompliance, drug minimize the potential for reportable events by conversation and quick response times.
Source: Cymfony,Watertown, Mass.This information is an excerpt from the white paper:“Managing the Risks and Regulatory Issues Associated with Successful Pharmaceutical Social
Media Monitoring and Marketing.”For more information, visit cymfony.com.
BATCHELDER. EMD SERONO. The biopharma podcasts using tools such as Liquidtalk. Sermo in kindergarten or on YouTube,” GSK was
leaders of Web 2.0 include companies that are and other like companies are laying new very proactive in being a part of the online
most interested in learning about their cus- ground in building Web 2.0 physician com- dialogue — both good and bad. Bayer
tomers and expanding their research and munities. Healthcare is also one of the market leaders in
development pipelines. They also seem to be this space. The women’s health group, in par-
the leaders in integrating IT into business pro- LEWIS. ABELSONTAYLOR. There are few exam- ticular, was early to the game in sponsoring a
cesses and include companies like Procter & ples of pharma companies that are reaching MySpace band to promote Yaz, and it offered
Gamble, which is widely recognized for its out to their customers via Web 2.0. One wor- podcast content on the Mirena Website.
collaborative approach to R&D. The Ameri- thy of note is the GlaxoSmithKline outreach Merck’s Gardasil also has been appropriately
can Cancer Society is building drug interac- campaign for Alli, which has more than aggressive with online promotion. The “Take
tion calculators, glossaries, treatment guides, 130,000 users and 142,000 posts. On the a Step against Cervical Cancer” group on
clinical-trial tools, clinical portals, widget whole though, the record is a bit more disap- Facebook has more than 41,000 members,
suites, and reminder assistants. The society pointing. Research conducted by MBC and and it asks visitors to submit a video describ-
also created mash-ups using Google maps, and CBI in March 2007 showed that two-thirds of ing “what inspires you to act.” Another pro-
its events database and a Second Life world all pharmaceutical manufacturers responding motion that is somewhat off the beaten path
have raised tens of thousands of dollars in the to their survey provided at least some type of is one on Yahoo! Messenger in which users
first year using free, user-generated content. Web 2.0 element. This same survey, however, can create a shared “IMvironment” that
Since experimentation is very inexpensive in e- showed that fewer than half offered multiple allows them and the person they are messag-
business, a project’s success rate in the single elements, and fewer than one-third offered ing with to drag and drop refrigerator magnet
digits is fine as long as the risks have been ana- networking opportunities. icons. The only branding on the promotion is
lyzed. Abbott Diagnostics e-Business is a link that says “Find out how you can be one
exploring a rep finder with interactive territo- RESSI. MANHATTAN RESEARCH. GlaxoSmith- less,” which takes you to a page with infor-
ry maps, community forums, internal e-news Kline’s blog on alliconnect.com is a great mation about Gardasil. ✦
that is BlackBerry compatible, multilingual example of taking control of the online con-
Webcasts, library databases with PIs, letters, versation by anticipating, listening, and
MSDS, 3D virtual product demos, and live responding. With posts such as “Toilet humor PharmaVOICE welcomes comments about this
trade show coverage. Ovation is working with never seems to lose its appeal, whether you’re article.E-mail us at feedback@pharmavoice.com.
Upcoming In-Person Web 2.0 Events
February 25-26, 2008 March 31-April 1, 2008 2.0 as a sustainable long-term communications
2nd Search Engine Marketing 2nd Annual Pharmaceutical Sales & platform, for optimal consumer engagement,
for Pharmaceuticals Marketing Executive Congress collaboration, and product co-creation. For more
Loews Philadelphia Hotel, Philadelphia Bethesda North Marriott Hotel & Conference information, contact Allison Rigels, Institute for
This event places “search”within the greater Center, Bethesda, Md. International Research, at 212-661-3500, ext.
Web 2.0 context, and closely examines the This program features insightful perspectives on 3237, e-mail arigels@iirusa.com, or visit
regulatory component.Wherever SEM takes us, understanding and adhering to the new rules of iirusa.com.
and where we take it, this is the forum to learn, marketing pharmaceuticals, including capitalizing on
share insights, network, and debate about this new media channels for sales,marketing, PR, and October 2008
exciting marketing tool. For more information, promotion. For more information, contact Ria Lubis, 3rd eCommunication & Online
contact Jasmaine John, ExL Pharma, at International Institute for Business Information & Marketing Summit
212-400-6235, e-mail jjohn@exlpharma.com, Growth, at 212-300-2523, e-mail rial@iibig.com, or Philadelphia
or visit exlpharma.com. visit iibig.com/P0802. 2008 is the year of online marketing innovation.
Web 2.0 is central to this movement, with more
March 6-7, 2008 May 6, 2008 focus on user-generated content and Web
7th Annual eMarketing for the The World Congress Leadership Summit on portals than ever. Learn how to create the right
Pharmaceutical Industry: Design Targeted Consumer Connectivity & Web Empowerment business model for your product as well as
and Interactive Web 2.0, Search Engine, and Boston generate, measure, and interpret the data your
Online Marketing Campaigns to Influence During this one-day event, industry leaders and platform produce to ensure your interactive
Physician and Consumer Behavior visionaries will share strategies to leverage the offering leads the market. For more information
Park Hyatt, Philadelphia opportunities and efficiencies presented by today's contact Ed Harris, eyeforpharma, at 44-0-207-
This industry forum on pharmaceutical new media, including social networks, blogs, online 375-7173, e-mail eharris@eyeforpharma.com,
e-marketing features best-in-class strategies for communities, search sites, and health and wellness or visit eyeforpharma.com.
improving interactive product promotion. Web tools. For more information, contact Catherine
Topics featured at the 2008 eMarketing Rymsha,World Congress, at 781-939-2587, e-mail October 6, 2008
meeting include Abbott Laboratories’ low-cost, catherine.rymsha@worldcongress.com, or visit 2nd Annual Digital Pharma
low-risk investments in online communities worldcongress.com/connectivity. Princeton, N.J.
and Novo Nordisk's “Voice of Diabetes”social This event focuses on the impact of Web 2.0,
marketing program as examples of innovative June 2008 consumer-generated content, and social media
uses of Web 2.0. For more information, contact Biopharma Web 2.0 on pharmaceutical marketing. For more infor-
Center for Business Intelligence at Location TBD mation, contact Jasmaine John, ExL Pharma, at
800-817-8601, e-mail cbireg@cbinet.com, or This conference will help you navigate through the 212-400-6235, e-mai jjohn@exlpharma.com, or
visit cbinet.com. opportunities and challenges of implementing Web visit exlpharma.com