Noreen Seebacher

Twists & Tweets for Big Pharma

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Lyndon_Henry
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Re: So Old School
Lyndon_Henry   1/2/2013 11:11:34 PM
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..

Beth writes


Anne Hale, senior director of analytics at Pfizer, summed up the pharma industry quite nicely .... "We're like the Mad Men of industry. We're struggling along in many ways in 1950s mode because of our industry and business model." While so [many] industries are dealing with big-data, pharma struggles with "no data," she quipped. Listening to Hale it seemed pharma may have bigger fish to fry than social data. (Hard to believe, right?!)


 

Given the increasingly competitive environment of Big Pharma, I'd think you could lay money on their jumping into social media, sentiment analysis, etc. bigtime in a frenzy to try to get an increasingly precise handle on what new pharmaceutical delicacies they can concoct, or at least how they can make their current offerings ever more attractive to medically hysterical consumers...

 

kq4ym
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Re: Marketing drugs
kq4ym   12/28/2012 7:08:08 AM
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I'm not a pharma user at all (knock wood) but I suspect those taking drugs may have some aversion to checking twitter for 'latest' news about a drug product.

TV commercials, and print advertising is a way to sell products to a huge audience. Shotgunning the message seems to work well. Using Twitter might just be a bit of a stretch to efficiently make sales or keep customers buying. But testing ROI can't hurt.

mnorth
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Re: Marketing drugs
mnorth   12/8/2012 10:14:42 PM
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Twitter also is more targeted because it can use followers, where TV broadcast commercials are simply put out there for people to see and hear, or not.  Twitter isn't the most highly tailored marketing channel, but its more refined than simple broadcasting.

SethBreedlove
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Re: Marketing drugs
SethBreedlove   12/8/2012 6:47:19 PM
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@ mnorth - True, but commercials are broadcast to chosen markets, which hopefully  are in compliance with the law in where they are being broadcast. Twitter however, is international.  

mnorth
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Re: Marketing drugs
mnorth   12/7/2012 10:40:47 AM
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"...almost impossible to see who exactly you are tweeting to..."

Couldn't the same be said for TV spots?  It's impossible to know who you're communicating to when you run a TV ad that says if you have x, y, and z symptoms, you should talk to your doctor about (drug).  How does a pharm know when they've crossed the line from marketing into medical advise?  I suppose the courts will tell them on a case-by-case basis.

SethBreedlove
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Re: Marketing drugs
SethBreedlove   12/6/2012 8:33:17 PM
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I understand that it's marketing, but two way communication via social media could be viewed as giving medical advice, 

Case in point when Bayers ran into legal trouble with it's tweets. Bayer case puts the brakes on pharmaceutical firms use of twitter ...


Per the article "One of the tweets in question, relating to the launch of Sativex, read: "Sativex launched in UK for the treatment of spasticity due to Multiple Sclerosis." and the problem lies here. Unless you certify and screen every person who follows you, as Bayer failed to do, then it is almost impossible to see who exactly you are tweeting to. This means that firms could be marketing prescription drugs to the wider public, the main thing the law intends to stop."

mnorth
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Marketing drugs
mnorth   12/6/2012 11:45:35 AM
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The way I see it, social media is hip-deep (or more) as the new medium for marketing, and big pharmacies have been puring billions into marketing for years, so why not add this channel to their marketing stream?  I've gotten to know a number of doctors over the years through a residency program at our local hospital, and they have told me stories of pushes by the big pharms that would make you queasy (such as bald-faced kickback offers).  The docs have told me that you'd be surprised how often they hear a patient say something like: "I saw this ad on TV for _____(fill in drug name here)_____, and I need you write a prescprition for it."  Now it will be, I read on Twitter some research that says I need...."  You get the idea.  It's marketing.

BethSchultz
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So Old School
BethSchultz   12/5/2012 7:36:52 PM
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@Noreen, Anne Hale, senior director of analytics at Pfizer, summed up the pharma industry quite nicely in a presentation she delivered at last month's Predictive Analytics Innovation Summit (hosted by IE). "We're like the Mad Men of industry. We're struggling along in many ways in 1950s mode because of our industry and business model." While so industries are dealing with big-data, pharma struggles with "no data," she quipped. Listening to Hale it seemed pharma may have bigger fish to fry than social data. (Hard to believe, right?!)

 

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