Pharma Marketing Blog 2010: The Year in Images

© 2010. Pharma Marketing Network. All rights reserved.

Pharma Marketing Blog 2010: The Year in Images

The Year 2010 inThe Year 2010 inImagesImages

These are my favorite images that appeared inPharma Marketing Blog posts made in 2010.

http://pharmamkting.blogspot.com/

http://pharmamkting.blogspot.com/

http://www.facebook.com/pharmaguy



TIME Person of the Year: TIME Person of the Year: PharmaguyPharmaguy

Of course the mostimportant event in2010 was this quotein TIME magazine:

“If [pharmaceutical companies]can't fully participate in thesocial-media conversation, theyget marginalized," says JohnMack, publisher of PharmaMarketing Blog.

Pharma is "Cleverly Navigating" the SocialMedia Space Says TIME Magazine

http://www.time.com/time/health/article/0,8599,2037568,00.html#ixzz18Nid6cz4

http://pharmamkting.blogspot.com/2010/12/pharma-is-cleverly-navigating-social.html



Pharmaguy's Pharmaguy's Comedy Comedy ImprovImprov(e)(e)ClubClub

Here's to the humorous side ofpharmaceutical marketing.

http://pharmamkting.blogspot.com/2010/10/pharmaguys-comedy-improv-club-new-idea.html




A Note on OrganizationA Note on Organization

• Social Media• Pharm Use of Internet Other Than

Social Media• Media Mix• Payments to Physicians• Pharma Companies

– Merck– Johnson & Johnson– Pfizer

Images are ordered according to topic areasrather than chronologically as follows:




Waiting for Waiting for GoduidanceGoduidance

Social media, social media, social media...how manytimes did we hear that in 2010? Perhaps like Godot,

FDA social media guidance may never arrive.

http://pharmamkting.blogspot.com/2010/02/waiting-for-goduidance.html




##FDAsm FDAsm Comments Comments vs vs PresentationsPresentations

Although the drugindustry made fewpresentations at theNovember, 2009, FDApublic hearing onregulation of theinternet & social media,the industry submittedits fair share ofcomments to thedocket afterward.

http://pharmamkting.blogspot.com/2010/03/consumer-advocates-step-up-and-submit.html




Who Submitted Comments to FDAWho Submitted Comments to FDAAfter the HearingAfter the Hearing

Here's another wayof looking at whosubmitted commentsto the FDA. Most“Health Websites”were for-profits thatseek pharma adsand sponsorships.“Industry Advocates”include organiza-tions such asPhRMA, the industrytrade association.

http://pharmamkting.blogspot.com/2010/03/consumer-advocates-step-up-and-submit.html




How Flexible Can FDA Be?How Flexible Can FDA Be?Johnson & Johnson urgedFDA to take a "flexibleapproach" to social mediaregulation. It specifically citedFTC’s “reasonable man” as amodel for how to regulatespace-limit pharma ads.Later in 2010, the Center forDigital Democracy, in acomplaint filed with the FTC,said "Before the FDA acts, itshould await an investigationand a report [on online healthmarketing privacy issues] bythe FTC."

http://pharmamkting.blogspot.com/2010/03/johnson-johnson-urges-fda-to-be-as.html




Medium Medium vs vs MessageMessage

FDA has often said that it’sthe message, not the mediumthat is their concern.The question is: Does theInternet require specific guide-lines because of its uniqueand evolving communicationtechnology? Keep in mind thatin 1997 the FDA publishedspecific guidelines for TV,which opened the floodgatesfor DTC advertising via thatmedium.

http://pharmamkting.blogspot.com/2010/08/medium-vs-message-vs-fda.html




FDA FDA Facebook Facebook Fan ClubFan Club

When this Fan Club beganthe call to action was:"Welcome to the FDA FanClub! Let's see if we can getthe FDA to start its ownFacebook page and use thisgroup to promote it!" Well,the FDA now has aFacebook page. Good job,FDA Fan Club members!

http://www.facebook.com/group.php?gid=346079321884




Scrooge FDAScrooge FDAFDA did NOT issue anysocial media/internet guide-lines in 2010. What’s holdingup the process? Is it theWLF/Pfizer brief asking theU.S. District Court inWashington, DC for apreliminary injunction againstFDA enforcement action?The WLF argued that FDAhas not provided sufficientjustification for interferingwith free speech whendirected to consumers onsocial media sites.




Is Social Media Is Social Media PharmaPharma’’s s Friend?Friend?

While the drug industry awaits FDA social media guidelines, somecompanies are not waiting to initiate social media campaigns.

Regardless of FDA action or inaction, the industry should be carefulbefore seriously getting involved with social media marketing.




Types of SitesTypes of Sites Health InformationHealth InformationSeekers VisitSeekers Visit

Despite all the brouhaha about social media and Facebook'sascendancy, it turns out that simple old drug.com sites are more

frequently visited by health information seekers than is Facebook!

http://pharmamkting.blogspot.com/2010/11/guess-what-site-online-health-info.html




Close But No CigarClose But No CigarDespite the fact thatseveral pharma "socialmedia" sites and cam-paigns have wonaccolades and awardsfrom interested serviceproviders and consul-tants, precious few ofthese sites allow 2-wayconversations, which isthe hallmark of trulysocial media. All theothers win the “close, butno cigar” award.




The Disgruntled PatientThe Disgruntled Patient

In 2010, at least onepharma company socialmedia site—a sanofi-aventis Facebookpage—allowed uneditedcomments to be posted.Unfortunately, S-A didn'thave a moderation policyor a social media crisismanagement plan. Adisgruntled patient over-whelmed the wall withnegative comments. Allsanofi could do was todelete the comments andtake down the wall.

http://pharmamkting.blogspot.com/2010/03/disgruntled-patient-shuts-down-sanofi.html




Jump Right In!Jump Right In!

Pharma companies arebeing urged by consultantsand social media agenciesto do something with socialmedia even if they mightnot be properly prepared.S-A's experience with adisgruntled patient was alesson that no pharmacompany can ignore.




Social Media InternSocial Media Intern

It's Social Media Intern! Whocan change the course of socialnetworks, fix an errant Facebookpage faster than a speedingbullet, jump over the highesthurdles of any pharma legal/regulatory department, and whodisguised as Emily Jameson (norelation to Jenna Jameson),mild-mannered intern for a greatinteractive agency, fights a neverending battle for pharma authen-ticity, transparency, and theePharma Pioneer way!

Social Media Intern is Here to Help Pharma AvoidSocial Media Faux Pas!

http://pharmamkting.blogspot.com/2010/03/social-media-intern-is-here-to-help.html




The Shirt Off My Back!The Shirt Off My Back!

Even though most pharmasocial media campaigns haveflaws, Pharmaguy recognizedthe efforts of social mediapioneers working withinpharmaceutical companies.

Alex Butler of Janssen wasthe recipient of the firstPharmaguy Social MediaPioneer Award—the Hawaiianshirt off Pharmaguy’s back!

http://pharmamkting.blogspot.com/2010/10/first-pharmaguy-social-media-pioneer.html





The The Pharmaguy Pharmaguy Social Media PioneerSocial Media PioneerLapel PinLapel Pin

Pharmaguy also wishes torecognize ALL social mediapioneers in the pharma-ceutical marketing industry.Hence, this lapel pin wasdistributed to dozens ofpioneers and you too mayqualify! Apply for one here.

The hope is that by wearingthe pin, it will prompt discus-sions about what it meansto be a pharma social mediapioneer.

http://www.pioneers.pharma-mkting.com/

http://www.surveymonkey.com/s/WQ3NRX7





Social Media Pioneer Mummy!Social Media Pioneer Mummy!

Shwen Gwee (@shwen)was taking “heat” for beingrecognized as a pharmasocial media pioneer eventhough his company doesnot have a product on themarket and he hasn'tlaunched any public SMcampaigns. He received thisscary mummy on his door-step around Halloween.Pharmaguy promptly sentone of his social mediapioneer lapel pins to themummy who’s no dummy.

http://pharmamkting.blogspot.com/2010/10/happy-pharma-social-media-halloween.html

http://twitter.com/#!/shwen





Dark Patient Social NetworksDark Patient Social Networks

While the pharmaceuticalindustry is chaffing at the bitto "engage" patients in socialnetworks, most patientsspend most of their timeonline in password-protect-ed social networks that areinaccessible by pharmamarketers unless themarketers disguise them-selves as patients. That sortof thing is a problem thatguidelines from the FDAcannot address.

http://pharmamkting.blogspot.com/2010/05/data-mining-in-deep-dark-social.html




Fake Patients on the InternetFake Patients on the Internet

Pharma marketers already feature fake "patients" on their plain oldwebsites. It’s only a short step from that to creating fake patient

accounts on password-protected patient social networks in order toinfluence discussions about products.

http://pharmamkting.blogspot.com/2010/05/nobody-knows-youre-fake-patient-on.html




““Crowd SourcingCrowd Sourcing”” Replaces Your Replaces YourPhysicianPhysician

iGuard—now MediGuard—is not intended to be asubstitute for professionalmedical advice. Somepeople, however, thinksocial media and user-generated content ("crowdsourcing") can actually beof value.Will this have a negativeimpact on the patient-physician relationship?

http://pharmamkting.blogspot.com/2010/02/crowdsourcing-vs-science.html




Celebrities & Social MediaCelebrities & Social Media

Celebrities and Social Media is a match made in pharma marketingheaven! It's the perfect social media storm when a celebrity like

racecar driver Danica Patrick teams up with Boehringer Ingelheim'sDrive Against COPD campaign, which involves not only Twitter but

also Facebook, Flickr, and YouTube.

http://pharmamkting.blogspot.com/2010/02/danica-patrick-nascar-driver-super.html




The Internet CanThe Internet Can Be DepressingBe Depressing

A study offers evi-dence suggestingthat "using theInternet for healthpurposes [is]associated withincreased depres-sion."Maybe we shouldn'tbe pressing FDA forsocial media guide-lines for pharma afterall!

Use of Internet to Obtain Health Information Can MakeYou Depressed

http://pharmamkting.blogspot.com/2010/03/use-of-internet-to-obtain-health.html




Feeble-Minded Digital Feeble-Minded Digital PharmaPharmaGeniusesGeniuses

You may think the FDA is adunce when it comes to theInternet. It turns out, however,that some pharma companiesare digital feeble-mindedidiots. In fact, a pharmacompany can be both a feeble-minded digital idiot and adigital genius according to the"L2 Digital IQ Index" forpharmaceutical brands, a first-of-its kind measurement of thedigital competence of 51pharma brands across eighttherapeutic categories.

Is Your Brand a Digital Genius or aFeeble-Minded Idiot?

http://pharmamkting.blogspot.com/2010/05/is-your-brand-digital-genius-or-feeble.html




DTC Ad Spend TrendDTC Ad Spend Trend

DTC advertising stageda bit of a comeback in2009. We can't wait tosee the 2010 numbers!

DTC Marketing Mix: Radio & OutdoorAd Spend Soars, Internet Not So Much

Making Sense Out Pharma DTCSpending Trends

http://pharmamkting.blogspot.com/2010/06/dtc-marketing-mix-radio-outdoor-ad.html

http://pharmamkting.blogspot.com/2010/06/dtc-marketing-mix-radio-outdoor-ad.html

http://pharmamkting.blogspot.com/2010/03/making-sense-out-pharma-dtc-spending.html




DTC Media Mix, 2009 DTC Media Mix, 2009 vs vs 20082008

Good news for those who wantpharma to spend more moneyon Internet-based direct-to-consumer (DTC) advertising/marketing. That spending—notcounting search enginemarketing—increased by 30%in 2009 versus 2008. The badnews is that total Internetdisplay ad spending is lessthan 3% of pharma's entireDTC budget.

Making Sense Out Pharma DTCSpending Trends






““New MediaNew Media”” Spend for Physician Spend for PhysicianPromotionPromotion

Telephone eDetailing,where physicians hear adetail on demand viathe phone along with aninteractive presentationvia the Web, accountsfor 49% of the "newmedia channel" physi-cian promotional spend,whereas "Internet de-tailing" is only 35% andWeb advertising target-ed to physicians is ameager 1%.

Detailing by Telephone Accounts for Nearly Half of"New Media" Promotion to Physicians

http://pharmamkting.blogspot.com/2010/11/detailing-by-telephone-accounts-for.html




Merck & GSK Prefer New York DocsMerck & GSK Prefer New York DocsRecent physicianpayment data madepublic by a fewpharma companiessuch as Merck andGSK are beinganalyzed by manyexperts. This chartwas developed to seeif physicians in somestates benefiteddisproportionately frompharma payments.

Why Does GSK Prefer New YorkPhysicians & Will GovernorPatterson Ruin It for Them?

http://pharmamkting.blogspot.com/2010/01/why-does-gsk-prefer-new-york-physicians.html

http://pharmamkting.blogspot.com/2010/01/why-does-gsk-prefer-new-york-physicians.html




Pfizer Payments to PhysiciansPfizer Payments to Physicians

Pfizer's physicianpayment data for Q1 andQ2 2009 are plotted inthis chart according totype of payment. Itclearly shows whatportion of every dollarwas spent on hiringphysicians for researchvs promotion (speakingand "consulting").

http://pharmamkting.blogspot.com/2010/04/pfizer-reveals-almost-all-payments-to.html




PIRs PIRs are Decliningare Declining

There has been somedecline in the percentage ofphysicians involved inPharma-Industry Relations(PIRs) between 2004 and2009. While some believethis is a result of cut backsin marketing due to theglobal financial crisis, PIRsmay be declining in partbecause of the depressednumber of new drugs in thepipeline that requiremarketing to physicians.

http://pharmamkting.blogspot.com/2010/11/certain-physician-industry.html




NAMINAMI’’ss Pharma FundersPharma Funders

In the past, the NationalAlliance on Mental Illness(NAMI) was reluctant toreveal its source of funding.No wonder! The biggestpharma funder in 2009 wasAstraZenca, which gaveNAMI $1.255 million. AZwas forced to pay about400X as much ($520million) to resolve alle-gations that it illegallymarketed the anti-psychoticdrug Seroquel for uses notapproved as safe andeffective by the FDA.

http://pharmamkting.blogspot.com/2010/04/namis-pharma-funders-serial-off-label.html




Are Docs Being Banished from theAre Docs Being Banished from the““Pharma Pharma Garden of Eden?Garden of Eden?””

At issue is a decision by the American Heart Association (AHA) toban pharmaceutical industry physician employees from makingmedical education presentations at the AHA's annual scientific

sessions. All the fuss over this decision is just a tempest in a teapotas far as physician education is concerned.

http://pharmamkting.blogspot.com/2010/06/are-docs-being-banished-from-pharmas.html




Medical Schools DonMedical Schools Don’’t Ask & Theirt Ask & TheirFaculty DonFaculty Don’’t Tellt Tell

"When it comes to enforcing [conflict of interest] policies, universitieshave allowed permissive interpretations and relied on the honor

system," said ProPublica. “Many physicians are in apparent violation,and ignorance or confusion about the rules is widespread.” Everyone

is enjoying too much the ride that pharma is taking them on.

http://pharmamkting.blogspot.com/2010/12/medical-schools-dont-ask-faculty-dont.html




Physicians Fed Fake Medical JournalPhysicians Fed Fake Medical JournalArticlesArticles

The publication of "fake"medical journals inAustralia by Elsevierprompted a PharmaMarketing Blog opinionthat mixing marketingand editorial content inmedical publishing is un-acceptable even whenthere is plenty of "trans-parency." Medical pub-lishers must erect a "fire-wall" between marketingand editorial.

http://pharmamkting.blogspot.com/2009/07/in-medical-publishing-is-disclosure.html




Japan Japan vsvs. U.S. . U.S. Pharma Pharma InnovationInnovation

The U.S. drug industry claims it is able to develop innovative new drugs thanksin part to the high price of Rx brands in the U.S. But a Japanese cloth company

beat Merck & Pfizer in the number of new drugs approved by the FDA!

http://pharmamkting.blogspot.com/2010/01/japanese-cloth-company-trumps-merck.html




Goggins Goggins Testifies Before CongressTestifies Before Congress

Colleen Goggins, chairman of Johnson & Johnson's Consumer Group, testified ata House Oversight and Government Reform Committee hearing regarding OTCdrug recalls made by McNeil. Johnson & Johnson Chairman and CEO William

Weldon was called to testify, but sent Goggins in his place. What a wuss!

http://pharmamkting.blogspot.com/2010/05/parallels-between-bp-and-j.html




J&JJ&J’’s Secret Recalls Secret Recall

When Johnson and Johnson's McNeil Pharmaceuticals discovered thatMotrin tablets on drugstore shelves might be faulty, the company hiredcontractors to purchase all the affected Motrin they could find in stores.Goggins claimed not know about it. Huh? Did she take a bullet for J&J's

CEO? See want she got as a reward in the next slide.

http://pharmamkting.blogspot.com/2010/09/are-secret-drug-recalls-common.html




J&JJ&J’’s Farewell Gift to s Farewell Gift to GogginsGoggins

Colleen Goggins, who testified in the spring of 2010 before aCongressional committee investigating recalls, will retire inMarch, 2011. Word is, she won't be getting a gold watch!

http://pharmamkting.blogspot.com/2010/09/j-goggins-takes-bullet-for-ceo-weldon.html




Parallels Between BP and J&JParallels Between BP and J&J

In 2010, the BP oilspill reminded us ofthe many parallelsbetween thepharmaceutical andoil industries. Tofind out what theseparallels are, justread this PharmaMarketing Blogpost.






GSK Overwhelms the FDA withGSK Overwhelms the FDA withPaperworkPaperwork

The 14 million pagesof documents thatGSK submitted to theFDA in defense ofAvandia had theintended effect:overwhelming FDA'sadvisory panel with"science," question-able as it may be.

http://pharmamkting.blogspot.com/2010/07/gsk-kills-fda-beast-avandia-lives.html




Do You Know How to PronounceDo You Know How to Pronounce““Boehringer IngelheimBoehringer Ingelheim??””

You may be among the many people who have difficultypronouncing "Boehringer Ingelheim," the name of a well-known, but difficult to pronounce German pharmaceutical

company. This rebus may help you remember how.

http://pharmamkting.blogspot.com/2010/07/how-do-you-pronounce-boehringer.html




Allergan Allergan Sues FDA, Gets SmallerSues FDA, Gets SmallerFineFine

Allergan may havegotten off easy witha $600 million fine tosettle a BOTOXmisbranding charge.In exchange, thecompany agreed todrop the lawsuit itfiled against the FDAchallenging a rulethat prohibits mar-keting drugs forunapproved uses.

http://pharmamkting.blogspot.com/2010/09/reasonable-600-fine-for-misbranding.html




Jeff bin KindlerJeff bin Kindler

Pharma MarketingBlog published aWikileaks documentabout Jeff Kindler,aka “Jeff bin Kindler,”Pfizer’s CEO.About a week later,Kindler decided to callit quits. Coincidence?

http://pharmamkting.blogspot.com/2010/11/wikipharmaleaks-tales-of-pharma-ceo.html




Bots Attack Pfizer!Bots Attack Pfizer!

When Wikileaksbecame the target of"distributed denial ofservice" attacks,Pharmaguy wonderedif the pharmaceuticalindustry was preparedfor similar attacks on itsdigital infrastructure.

http://pharmamkting.blogspot.com/2010/12/distributed-denial-of-service-attacks.html




Symptom Quiz for DogsSymptom Quiz for Dogs

“Symptom quizzes"that are found onmany drug.com sitesare more useful tomarketers than theyare to patients. Nowthere’s a site that hasa quiz your dog cantake!

http://pharmamkting.blogspot.com/2010/08/pharma-symptom-quiz-goes-to-dogs.html




Alli Alli in the Toiletin the Toilet

Just one view of thefuture of GSK's OTCdiet pill.

http://pharmamkting.blogspot.com/2010/11/eu-to-release-data-in-december-that.html


Pharma Marketing Blog 2010: The Year in Images

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