Jonathan Richman
Digital marketing and (of course) social media.
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Checking in on Pharma and YouTube. Generally speaking, the use of YouTube by the pharmaceutical industry has not been reflective of industry’s best communications work. The medium of video has so much potential and yet it remains largely been untapped. (See Eye on FDA “What Would it Take to Make a Great Pharma YouTube Channel” – March 7, 2011) Video requires a great deal of commitment and time to get right from both a content and regulatory perspective, but the potential for a large payoff for the patient, caregiver and even the company is great.
Furthermore, the ability to deliver the “relationship” component inherent in the nature of social media is also quite high. From time to time here at Eye on FDA, I perform a check on how pharma is doing with various social media platforms. Today we look at YouTube. What you will see below is the name of the channel, the number of subscribers, channel views and uploads as well as an indication whether or not the channel accepts comments. PhRMA Statement on FDA Social Media Guidance Delay. By now everyone is aware that the FDA has missed its SECOND deadline for issuing some form of guidance to the drug industry for the promotion of Rx products via the Internet and specifically via social media (see, for example, "No News is No News – DDMAC Fails to Produce Guidance").
Of course, further delay in issuing such guidance is very frustrating for the dozens of stakeholders who the FDA invited in November 2009 to make presentations at a public hearing. To highlight that frustration, on April 1, 2011 (April Fools Day), I created a bogus PhRMA Statement, which included these memorable lines: "Due to FDA’s limited resources and an increasing workload, FDA should seek out help developing social media guidance. PhRMA intends to continue to serve as a constructive partner in that regard. And “FDA says it wants the draft guidances ‘well thought out’ when they are issued. The joke was successful as far as April Fools go and PhRMA had to act fast to contain the media's confusion. 46 Free Social Media Monitoring Tools.
If you want to know what’s happening with your brand’s social networking sites you need social media monitoring tools. Before you reach for your wallet and start to spend money try out some of the free social media monitoring services. This way you will get an understanding of what is available and if you need any paid services to monitoring social media. Social media monitoring definitionThe activity of tracking social media channels. Organizations measure and use social media analytics tools to find out what is being discussed about them, their competition and other topics of interest. Social media monitoring includes measuring opinions and sentiment of groups and influencers. It includes historical data and other information. The goal is to assess the reputation and be alerted to significant events taking place in social channels. — Dreamgrow This time we have collected a lot of free social media monitoring tools.
Group A HootSuite TwitterCounter Social Mention Klout Twitter analytics Cyfe. A clinical trial patient recruitment blog by TreatmentTrials.com. Advertising on Google and other search engines can be an effective patient recruitment tactic. However, it can deliver a poor return on investment if you don’t understand how to get the pricing right. Before I show you how to do this, it’s worth summarizing the pricing model used by Google, Yahoo and Bing. When you recruit patients via traditional media (e.g.
TV, radio and newspapers) you typically pay a fixed fee regardless of how effective your ads are. In contrast, when you advertise on a search engine, you only pay for results. In particular, you only pay when someone clicks on your ad. Importantly, you decide how much you’ll pay every time someone does this. Given that other organizations also want their patient recruitment ads to appear when someone searches for ‘metastatic melanoma’, you have to bid against them. If money is no object, you’ll probably pay anything to outbid your competitors in order to beat them to the top position.
The higher your conversion rate, the better. #socialmedia - live twitter feed. 100+ Upcoming Social Media & Tech Conferences and Events. Every week, Mashable puts together a calendar of upcoming social media and web events, parties and conferences. Would you like to have your conference or event listed here? If so, please contact us at least one month before your event to establish a media partnership. For more upcoming listings, check out Mashable's Events section. This September, join Mashable for the Mashable & 92Y Social Good Summit in partnership with the United Nations Foundation.
More information about the event can be found here. Please e-mail events@mashable.com for available sponsorship information. In the meantime, here are some tips on how to network, share your information and/or promote your event using social media: Mashable's Weekly Social Media and Marketing Event Guide is proudly supported by Eventbrite, the Web's Event Marketplace. August 23-27, 2010, Los Angeles, CA: Interactive and New Media BootCamp. August 27, 2010, Dallas, TX: Join the top social recruiters and sourcers at Talent Net Live. Eye on FDA: More Warning and NOV Letters to Come? Everyone has noticed the uptick in Warning Letters and NOV letters coming out of DDMAC these days and written about several times over the past year on this blog.
In case you haven't, here is an updated chart where I have projected an issuance of letters for the balance of this year based on the rate of issuance for the first half of the year. One of the reasons that many have offered for the dramatic drop-off in action letters that you see a decade ago was the institution of a new policy that such letters have a review by legal counsel before they are issued. This extra layer of review reportedly caused a serious drop in the rate at which DDMAC was issuing letters.
According to Forbes, which editorialized the policy as "sound", the FDA has recently reversed the policy. That, in turn, could easily signal not only an increase in warning and Notice of Violation letters, but even a return to the levels of the 1990s. There are other indications as well. On The Pharma Twitter List by Steve Woodruff on Listorious. Customer Service is the New Marketing is the New Customer Service | ePharma Rx. Pharma – as you know – is full of silos. Marketing, public relations, sales, and customer service all inherently have the same end goals, yet operate in extremely disparate internal functions.
Some companies are better than others, but all seem to have their special struggles. Unfortunately, that can translate to duplicate and conflicting efforts, wasted resources, and decreased customer satisfaction. But what if we look at things differently by combining some of those silos? What if we thought about it this way … In today’s marketing environment, part of the role of marketing IS customer service. And I don’t mean that someday brand managers will start manning the call center (although wouldn’t that be an interesting exercise for one day?) I mean that customers today want and expect a more customer-centric approach from any communication they receive from a company. Now certainly some pharma companies hyper-focused on profits will scoff at this and scream “Where’s the ROI?” Why Executives HATE Social Media. It’s high time that a C-level individual engaged in social media, and – once and for all –created a high-level overview and synopsis, crystallizing all of the strategic benefits and critical value streams, and distilling them into a language that speaks to executives everywhere in our native tongue – bottom line stakeholder value.
So here you go. I’ve done the work for you. What follows is an “Executive Summary” of my findings. Social Media Value #1: Unfiltered Feedback As you already know, some of the scarcest (rarest) yet most valuable information a CEO can obtain is honest, unfiltered feedback. Now, every customer is not always right (or wrong), but if 850 out of 1000 user comments say tthe new Sketcher’s Sport shoe caused them to sprain their ankle, then something needs to be fixed – and fast! Social Media Value #2: Authenticity Social Media Value #3: Six Sigma (Low Cost) In case you were wondering, executives LOVE things like Six Sigma because: 1. 2. 3. Getting Your Board On Board. Social Networking Dominates Our Time Spent Online [STATS]
Social networking now eats up twice as much of our online time as any other activity. According to new stats from Nielsen, sites like Facebook and Twitter now account for 22.7% of time spent on the web; the next closest activity is online games, which make up 10.2%. The stats also show the degree to which social networking is displacing other forms of communication, with e-mail as a percentage of online time plunging from 11.5% to 8.3% from June 2009 to June 2010. Instant messaging also saw a significant drop in share, with a 15% decline from last year. However, e-mail use on mobile is still on the rise – from 37.4% to 41.6% — presumably as users continue to migrate to smartphones from feature phones. Here’s the full breakdown from Nielsen: Are these trends consistent with your own online usage and the trends you’re seeing elsewhere? [img credit: foreversouls] How to Reproduce the Old Spice Video Phenomena. Oh, you know its going to happen, brand marketers left and right asking their teams to "get me some of that Old Spice" social media magic.
This recent campaign will be another benchmark of social media achievement. I know this because CNN (CNN International, actually) interviewed me on Friday to get my take on the campaign. As with previous, alleged big success stories - BMW Films, Subservient Chicken, Elf Yourself - this one demands that we answer three big questions: Was it successful? What about it made it so? No, was it really successful like did it drive sales? In case you are just back from St. For two days (July 13th and 14th), Isaiah Mustafa, dressed only in a towel, responded to fans from a set made to look like a bathroom. Stats Old Spice YouTube Channel Views - almost 8mOld Spice YouTube Total Upload views - 83m +Total subscribers on YouTube channel 120KTotal Connections on Facebook 616k (all data as of July 16) Was it Successful? What made it successful? Did it drive sales?
Top 20 Mashable Reader Responses to "What is Social Media?" A New Reality in DTC Advertising? The last few months, I’ve been deeply entrenched in “Execution” for an important client. So needless to say, I’ve been thinking A LOT about what it takes to move from strong strategy to superb execution, and more specifically, what it takes to achieve what I call “High Return Execution” (HRE). Look for more thoughts on HRE in the upcoming weeks… (And my sincere apologies for the resulting lack of blogging and staying connected with many of my friends’ blogs these last few months) Today, I want to share a personal experience. Last week my team led an advertising shoot for a prescription product’s new multi-channel campaign we are intimately involved with.
There was much to feel good about – the creative idea tested very well and is strong. But as I flew home from the shoot, reflecting upon the previous few days, I kept feeling there was something even more special … something that I rarely feel after shoots … and then I realized … You might ask, what’s the big deal?