Pharma Marketing Blog 2010: The Year in Images

The Year 2010 in
Images

These are my favorite images that appeared in
Pharma Marketing Blog 2010: The Year in Images
Pharma Marketing Blog posts made in 2010.
© 2010. Pharma Marketing Network. All rights reserved.

TIME Person of the Year: Pharmaguy
Of course the most
important event in
2010 was this quote
in TIME magazine:
“If [pharmaceutical companies]
can't fully participate in the
social-media conversation, they
get marginalized," says John
Mack, publisher of Pharma
Marketing Blog.

Pharma is "Cleverly Navigating" the Social
Media Space Says TIME Magazine


Pharmaguy's Comedy Improv(e)
Club

Here's to the humorous side of
pharmaceutical marketing.


A Note on Organization
Images are ordered according to topic areas
rather than chronologically as follows:
• Social Media
• Pharm Use of Internet Other Than
Social Media
• Media Mix
• Payments to Physicians
• Pharma Companies
– Merck
– Johnson & Johnson
– Pfizer

Waiting for Goduidance

Social media, social media, social media...how many
times did we hear that in 2010? Perhaps like Godot,
FDA social media guidance may never arrive.


#FDAsm Comments vs Presentations

Although the drug
industry made few
presentations at the
November, 2009, FDA
public hearing on
regulation of the
internet & social media,
the industry submitted
its fair share of
comments to the
docket afterward.


Who Submitted Comments to FDA
After the Hearing
Here's another way
of looking at who
submitted comments
to the FDA. Most
“Health Websites”
were for-profits that
seek pharma ads
and sponsorships.
“Industry Advocates”
include organiza-
tions such as
PhRMA, the industry
trade association.


How Flexible Can FDA Be?
Johnson & Johnson urged
FDA to take a "flexible
approach" to social media
regulation. It specifically cited
FTC’s “reasonable man” as a
model for how to regulate
space-limit pharma ads.
Later in 2010, the Center for
Digital Democracy, in a
complaint filed with the FTC,
said "Before the FDA acts, it
should await an investigation
and a report [on online health
marketing privacy issues] by
the FTC."


Medium vs Message

FDA has often said that it’s
the message, not the medium
that is their concern.
The question is: Does the
Internet require specific guide-
lines because of its unique
and evolving communication
technology? Keep in mind that
in 1997 the FDA published
specific guidelines for TV,
which opened the floodgates
for DTC advertising via that
medium.


FDA Facebook Fan Club

When this Fan Club began
the call to action was:
"Welcome to the FDA Fan
Club! Let's see if we can get
the FDA to start its own
Facebook page and use this
group to promote it!" Well,
the FDA now has a
Facebook page. Good job,
FDA Fan Club members!


Scrooge FDA
FDA did NOT issue any
social media/internet guide-
lines in 2010. What’s holding
up the process? Is it the
WLF/Pfizer brief asking the
U.S. District Court in
Washington, DC for a
preliminary injunction against
FDA enforcement action?
The WLF argued that FDA
has not provided sufficient
justification for interfering
with free speech when
directed to consumers on
social media sites.


Is Social Media Pharma’s Friend?

While the drug industry awaits FDA social media guidelines, some
companies are not waiting to initiate social media campaigns.
Regardless of FDA action or inaction, the industry should be careful
before seriously getting involved with social media marketing.

Types of Sites Health Information
Seekers Visit

Despite all the brouhaha about social media and Facebook's
ascendancy, it turns out that simple old drug.com sites are more
frequently visited by health information seekers than is Facebook!

Close But No Cigar
Despite the fact that
several pharma "social
media" sites and cam-
paigns have won
accolades and awards
from interested service
providers and consul-
tants, precious few of
these sites allow 2-way
conversations, which is
the hallmark of truly
social media. All the
others win the “close, but
no cigar” award.


The Disgruntled Patient

In 2010, at least one
pharma company social
media site—a sanofi-
aventis Facebook
page—allowed unedited
comments to be posted.
Unfortunately, S-A didn't
have a moderation policy
or a social media crisis
management plan. A
disgruntled patient over-
whelmed the wall with
negative comments. All
sanofi could do was to
delete the comments and
take down the wall.


Jump Right In!

Pharma companies are
being urged by consultants
and social media agencies
to do something with social
media even if they might
not be properly prepared.
S-A's experience with a
disgruntled patient was a
lesson that no pharma
company can ignore.


Social Media Intern

It's Social Media Intern! Who
can change the course of social
networks, fix an errant Facebook
page faster than a speeding
bullet, jump over the highest
hurdles of any pharma legal/
regulatory department, and who
disguised as Emily Jameson (no
relation to Jenna Jameson),
mild-mannered intern for a great
interactive agency, fights a never
ending battle for pharma authen-
ticity, transparency, and the
ePharma Pioneer way!
Social Media Intern is Here to Help Pharma Avoid
Social Media Faux Pas!


The Shirt Off My Back!
Even though most pharma
social media campaigns have
flaws, Pharmaguy recognized
the efforts of social media
pioneers working within
pharmaceutical companies.
Alex Butler of Janssen was
the recipient of the first
Pharmaguy Social Media
Pioneer Award—the Hawaiian
shirt off Pharmaguy’s back!


The Pharmaguy Social Media Pioneer
Lapel Pin
Pharmaguy also wishes to
recognize ALL social media
pioneers in the pharma-
ceutical marketing industry.
Hence, this lapel pin was
distributed to dozens of
pioneers and you too may
qualify! Apply for one here.
The hope is that by wearing
the pin, it will prompt discus-
sions about what it means
to be a pharma social media
pioneer.


Social Media Pioneer Mummy!

Shwen Gwee (@shwen)
was taking “heat” for being
recognized as a pharma
social media pioneer even
though his company does
not have a product on the
market and he hasn't
launched any public SM
campaigns. He received this
scary mummy on his door-
step around Halloween.
Pharmaguy promptly sent
one of his social media
pioneer lapel pins to the
mummy who’s no dummy.


Dark Patient Social Networks
While the pharmaceutical
industry is chaffing at the bit
to "engage" patients in social
networks, most patients
spend most of their time
online in password-protect-
ed social networks that are
inaccessible by pharma
marketers unless the
marketers disguise them-
selves as patients. That sort
of thing is a problem that
guidelines from the FDA
cannot address.


Fake Patients on the Internet

Pharma marketers already feature fake "patients" on their plain old
websites. It’s only a short step from that to creating fake patient
accounts on password-protected patient social networks in order to
influence discussions about products.


“Crowd Sourcing” Replaces Your
Physician

iGuard—now MediGuard
—is not intended to be a
substitute for professional
medical advice. Some
people, however, think
social media and user-
generated content ("crowd
sourcing") can actually be
of value.
Will this have a negative
impact on the patient-
physician relationship?


Celebrities & Social Media

Celebrities and Social Media is a match made in pharma marketing
heaven! It's the perfect social media storm when a celebrity like
racecar driver Danica Patrick teams up with Boehringer Ingelheim's
Drive Against COPD campaign, which involves not only Twitter but
also Facebook, Flickr, and YouTube.

The Internet Can Be Depressing
A study offers evi-
dence suggesting
that "using the
Internet for health
purposes [is]
associated with
increased depres-
sion."
Maybe we shouldn't
be pressing FDA for
social media guide-
lines for pharma after
all!
Use of Internet to Obtain Health Information Can Make
You Depressed


Feeble-Minded Digital Pharma
Geniuses
You may think the FDA is a
dunce when it comes to the
Internet. It turns out, however,
that some pharma companies
are digital feeble-minded
idiots. In fact, a pharma
company can be both a feeble-
minded digital idiot and a
digital genius according to the
"L2 Digital IQ Index" for
pharmaceutical brands, a first-
of-its kind measurement of the
digital competence of 51
pharma brands across eight
therapeutic categories.
Is Your Brand a Digital Genius or a
Feeble-Minded Idiot?


DTC Ad Spend Trend
DTC advertising staged
a bit of a comeback in
2009. We can't wait to
see the 2010 numbers!

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

Making Sense Out Pharma DTC
Spending Trends


DTC Media Mix, 2009 vs 2008
Good news for those who want
pharma to spend more money
on Internet-based direct-to-
consumer (DTC) advertising/
marketing. That spending—not
counting search engine
marketing—increased by 30%
in 2009 versus 2008. The bad
news is that total Internet
display ad spending is less
than 3% of pharma's entire
DTC budget.
Making Sense Out Pharma DTC
Spending Trends


“New Media” Spend for Physician
Promotion
Telephone eDetailing,
where physicians hear a
detail on demand via
the phone along with an
interactive presentation
via the Web, accounts
for 49% of the "new
media channel" physi-
cian promotional spend,
whereas "Internet de-
tailing" is only 35% and
Web advertising target-
ed to physicians is a
meager 1%.
Detailing by Telephone Accounts for Nearly Half of
"New Media" Promotion to Physicians


Merck & GSK Prefer New York Docs
Recent physician
payment data made
public by a few
pharma companies
such as Merck and
GSK are being
analyzed by many
experts. This chart
was developed to see
if physicians in some
states benefited
disproportionately from
pharma payments.

Why Does GSK Prefer New York
Physicians & Will Governor
Patterson Ruin It for Them?


Pfizer Payments to Physicians
Pfizer's physician
payment data for Q1 and
Q2 2009 are plotted in
this chart according to
type of payment. It
clearly shows what
portion of every dollar
was spent on hiring
physicians for research
vs promotion (speaking
and "consulting").


PIRs are Declining
There has been some
decline in the percentage of
physicians involved in
Pharma-Industry Relations
(PIRs) between 2004 and
2009. While some believe
this is a result of cut backs
in marketing due to the
global financial crisis, PIRs
may be declining in part
because of the depressed
number of new drugs in the
pipeline that require
marketing to physicians.


NAMI’s Pharma Funders
In the past, the National
Alliance on Mental Illness
(NAMI) was reluctant to
reveal its source of funding.
No wonder! The biggest
pharma funder in 2009 was
AstraZenca, which gave
NAMI $1.255 million. AZ
was forced to pay about
400X as much ($520
million) to resolve alle-
gations that it illegally
marketed the anti-psychotic
drug Seroquel for uses not
approved as safe and
effective by the FDA.


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

At issue is a decision by the American Heart Association (AHA) to
ban pharmaceutical industry physician employees from making
medical education presentations at the AHA's annual scientific
sessions. All the fuss over this decision is just a tempest in a teapot
as far as physician education is concerned.

Medical Schools Don’t Ask & Their
Faculty Don’t Tell

"When it comes to enforcing [conflict of interest] policies, universities
have 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.

Physicians Fed Fake Medical Journal
Articles
The publication of "fake"
medical journals in
Australia by Elsevier
prompted a Pharma
Marketing Blog opinion
that mixing marketing
and editorial content in
medical publishing is un-
acceptable even when
there is plenty of "trans-
parency." Medical pub-
lishers must erect a "fire-
wall" between marketing
and editorial.


Japan vs. U.S. Pharma Innovation

The U.S. drug industry claims it is able to develop innovative new drugs thanks
in 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!


Goggins Testifies Before Congress

Colleen Goggins, chairman of Johnson & Johnson's Consumer Group, testified at
a House Oversight and Government Reform Committee hearing regarding OTC
drug recalls made by McNeil. Johnson & Johnson Chairman and CEO William
Weldon was called to testify, but sent Goggins in his place. What a wuss!

J&J’s Secret Recall

When Johnson and Johnson's McNeil Pharmaceuticals discovered that
Motrin tablets on drugstore shelves might be faulty, the company hired
contractors 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.

J&J’s Farewell Gift to Goggins

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


Parallels Between BP and J&J

In 2010, the BP oil
spill reminded us of
the many parallels
between the
pharmaceutical and
oil industries. To
find out what these
parallels are, just
read this Pharma
Marketing Blog
post.


GSK Overwhelms the FDA with
Paperwork

The 14 million pages
of documents that
GSK submitted to the
FDA in defense of
Avandia had the
intended effect:
overwhelming FDA's
advisory panel with
"science," question-
able as it may be.


Do You Know How to Pronounce
“Boehringer Ingelheim?”

You may be among the many people who have difficulty
pronouncing "Boehringer Ingelheim," the name of a well-
known, but difficult to pronounce German pharmaceutical
company. This rebus may help you remember how.


Allergan Sues FDA, Gets Smaller
Fine
Allergan may have
gotten off easy with
a $600 million fine to
settle a BOTOX
misbranding charge.
In exchange, the
company agreed to
drop the lawsuit it
filed against the FDA
challenging a rule
that prohibits mar-
keting drugs for
unapproved uses.


Jeff bin Kindler

Pharma Marketing
Blog published a
Wikileaks document
about Jeff Kindler,
aka “Jeff bin Kindler,”
Pfizer’s CEO.
About a week later,
Kindler decided to call
it quits. Coincidence?


Bots Attack Pfizer!

When Wikileaks
became the target of
"distributed denial of
service" attacks,
Pharmaguy wondered
if the pharmaceutical
industry was prepared
for similar attacks on its
digital infrastructure.


Symptom Quiz for Dogs

“Symptom quizzes"
that are found on
many drug.com sites
are more useful to
marketers than they
are to patients. Now
there’s a site that has
a quiz your dog can
take!


Alli in the Toilet
Just one view of the
future of GSK's OTC
diet pill.


Pharma Marketing Blog 2010: The Year in Images

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