Novo Nordisk's "Race With Insulin" Twitter Page Blazes a New Path

By Ross Fetterolf, VP Digital Strategy Ignite Health

(twitter @digitalbulldog)

Novo Nordisk’s new “Race With Insulin” twitter page (http://twitter.com/racewithinsulin) represents an important development in the evolution of Pharma’s role on the micro-blogging service. This effort includes a corporate sponsorship of racecar driver Charlie Kimball, who is also a patient living with diabetes. This is the first Twitter account that aligns a patient advocate (who conceivably uses Levemir or Novolog insulin) with a specific brand (not just a corporation). This is the first Pharma Twitter page that includes safety information and brand logos as part of the page, representing a significant shift from Pharma’s typical corporate Twitter presence of setting up a corporate account, and pushing out press releases with company data (see AstraZeneca (http://twitter.com/AstraZenecaUS), Genentech (http://twitter.com/genentechnews) or GSK (http://twitter.com/GSKUS) as prime examples of the corporate Twitter presence).

Where is Novo Steering the Conversation?

The concept of hearing from real diabetes patients has been one that has been explored in many forms by Pharma in the past, including everything from photos/quotes as part of Lantus’ campaign (www.Lantus.com), Novo’s “voices of diabetes” community initiative (www.changingdiabetes-us.com/voices/), Sanofi’s Go Insulin high production value videos showcased on YouTube (www.youtube.com/goinsulin), or Novo’s sponsorship of JDRF’s first social network for T1 diabetes patients, Juvenation (www.Junevation.org). The important distinction is that these efforts still rely on the user to visit the brand website or social media destination to view this content, and experience it at a point in time. The use of Twitter represents a new direction in sharing real patient experiences, and does it in such a way that people can follow a patient and go through experiences WITH them, as they are taking place, vs. having to get e-mails or check back on the site for new updates. So what’s on Charlie’s mind? Currently he’s tweeted 10 times since June 4^th about a range of topics including ADA, race preparation, the weather in New Orleans and the cleanliness of his race suit (wouldn’t want that Novo logo on the front to get dirty), but no mention of diabetes or insulin yet.

Like every other social media channel, Twitter is not right for every brand or every disease state, but clearly this is a step toward Pharma breaking out of its corporate experimentation phase with Twitter and moving toward some strong promotional potential. From a user experience/patient perspective, imagine that you were just prescribed a new medication (maybe Novolog insulin), then being able to follow a real patient on the product as they provide updates via Twitter related to common questions, side-effect concerns, basic disease information, and other topics of interest to help keep you engaged (and compliant) with your therapy.

This is an excellent example of Novo putting its foot the gas and racing to the head of the pack -- at least when it comes to social media initiatives. We’re left to wonder if some of their competitors feel like they’ve just been lapped.

Genentech's Cloud Cover

Source: Business Week

When Michael Roh, a sales representative for Genentech (DNA.), calls on physicians, he's never really on his own. The cloud is shadowing him.

A doctor may have a question Roh can't answer -- say, how Rituxan, one of the company's cancer drugs, will interact with another the physician is prescribing to a patient. Then Roh can use his smartphone to tap into Peeps, a Facebook-like directory of the Genentech staff. The application helps him find staffers with the expertise he needs. And if he can't speak to one of them or reach them by e-mail immediately, he can submit a question to Genentech's computing system for handling such queries. The system routes the query to the appropriate expert, who responds directly to the doctor.

These days, Roh doesn't bother to lug a laptop when he's on the road. He simply pockets his smartphone and he's off. The device provides all the computing power he needs to do his job. He can connect to cloud services, including Salesforce.com's sales management service and Google (NasdaqGS:GOOG - News) Apps, from his car or a physician's office to do anything from checking on the latest uses of the drug to strategizing with colleagues. Says Roh: "I can do things more real-time."

The itunes Model

For Roh and 4,000 other Genentech employees who carry company-issued iPhones, dealing with their corporate computing systems is just like downloading songs from Apple's (AAPL) iTunes. That's because Genentech's tech staff built a Web site modeled on iTunes, where employees can select the applications they want and download them with one click. So far, the company has created 15 applications for the iPhone, including Peeps. "We're cutting down on the drag of technology so people can focus more of their intellectual energy and creativity on the important stuff," says Todd Pierce, vice-president for information technology.

Employees are supportive of the switch. Surveys show 85% are satisfied with their mobile-computing experience.

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• 1st-ever pharma partnership 4 epilepsy patient community w/PatientsLikeMe (w/adverse event monitoring): tr.im/oyhc
• TIME MAGAZINE: "How Twitter Will Change the Way We Live" by @stevenbjohnson - tr.im/ouo9
• "Here Comes Google's Twitter Search (GOOG)" (courtesy @Monika29): tr.im/oyvV
• RT @mistermookie: step aside Google Chrome Incognito, MS Bing adds a porn domain "to better filter such content": twurl.nl/3z52gc
• RT @danschawbel: NEWS: Google adding microblog indexing to its search results: tr.im/oyxJ
• PRETTY INTERESTING. "Hunch Launches, Reinvents How You Make Decisions" (courtesy @mashable): tr.im/oyzs
• GREAT EVENT: Social Communications & Healthcare, Roundtable and Case Studies on 7/23 (courtesy @rdublife): tr.im/oyL2
• 6/16 @pharmaguy interviews Judith von Gordon & John Pugh from Boehringer Ingelheim abt their TWTR strategy: tr.im/oyM6
• FASCINATING IDEA: "Ask Google for a World Diabetes Day Doodle" (@brettmarvel): tr.im/oyNV
• "Porn Updates" is now following me on TWITTER. This is the beginning of the end.
• 360i Publishes Social Marketing Playbook. Download here: tr.im/oupb
• UCB partners w/PatientsLikeMe 4 epilepsy patient community w/adverse event monitoring: tr.im/oyhc
• Thousands of physicians using VideoMD to upload their own videos for patients: tr.im/oynl
• TOP-CLCKD TWT OF LST WK! Weed, Booze, Heroin, Cocaine and Other "Old School" Med. Ads (via @InVivoBlogChris): tr.im/ohFX
• Novartis Patient Advocate on facebook with sponsored page (Zometa): tr.im/oC2c
• RT @MaverickNY: RT @blogaceutics: Lilly To Use Web To Collaborate With Outsiders On New Drugs: tr.im/oCkK
• "The 5 Myths of Social Media": tr.im/oCo9
• VERY COOL - PDF Case Study on Johnson & Johnson's "New Media" initiatives by @ronploof: tr.im/oCtM
• RT @pharmacoach: RT @ellenhoenig How Social Are Healthcare Consumers with their Information? tr.im/oCyG
• RT @smallbizlady: RT @marybahr @mashable 10 Must-Haves for Your Social Media Policy: tr.im/oCBq
• 500+ clicks TODAY! Just for fun (but serious) $10 iTunes or Amazon gift cert. (UR choice) if U can guess TOP-CLICKED tweet. : )

Johnson & Johnson Does New Media / e-book

This blog-repost we removed per the author's request.

Below is a link to the presentation by Ron Ploof:

Johnson & Johnson Does New Media

PM Society launches Digital Media Awards

Source: PharmaFocus

The Pharmaceutical Marketing Society is to showcase the best in digital media across the pharma and healthcare industry at a new annual awards event.

The Digital Media Awards are an acknowledgement of pharma's increasing engagement with new media forms, which has recently seen the industry explore online video channels and social media initiatives.

The inaugural Digital Media Awards will be held in London in October and joins the Society's well-established Advertising Awards in the industry's events calendar.

The new awards will be open to in-house pharma company teams along with digital media and technology specialists, and communications agencies, all of whom will be invited to submit work for a variety of categories.

These include corporate and product websites, online education, emerging technologies, e-detailing, patient support initiatives and e-learning programmes.

A panel of experts from the industry and agency world will judge the awards, which the PM Society said will provide companies with a chance to enter work into an industry competition that may not have been suitable for existing awards.

The inaugural Digital Media Awards will take place at a black-tie event on 1st October 2009 at The Brewery, London.

The full Entry Kit will be released on 1 July to PM Society members. Non-members can register for information updates by contacting Society secretary Vivian Bennett.

What Do Facebook Changes Mean for Pharma?

Source: Eye on FDA

Well, in most circumstances, not much. If you consider the fact that most pharmaceutical companies aren't engaged with Facebook on a widespread level at the current time, the fact that Facebook is making an interesting change to its pages doesn't seem particularly relevant.

But if you consider the things that the pharmaceutical industry shouldbe doing on Faceook, and probably one day will be - listen up.

In case you've been living under a rock, you will have heard that beginning Saturday, Facebook will allow people to set up their own vanity URLs. Right now, when you sign up for Facebook, your URL is a randomly assigned bunch of numbers and letters, which is a little odd. However, if you have a Twitter account, you have a URL that is www.twitter.com/YOURNAMEHERE.

So what?

Well, one thing that I've picked up on lately in Twitter is that someone has set up Twitter accounts with the name of nearly every major pharmaceutical company - meaning that if a pharmaceutical company wants to set up a Twitter feed in the future, they either have to unseat the squatter or put something additional to their existing name.

For example, Sanofi and Merck Serono each have Twitterfeeds with followers, but no logo and no updates. It would appear that people, thinking they were the real thing, signed up to follow them, even though there are no updates. In other words, it would appear that someone is squatting on the names of companies. If names can be squatted on Twitter, why not Facebook - and not just companies, but brand names.

So that is why, it might be a good idea for companies to consider their plans for social media now, rather than later - other than the fact that pharma companies are already so very far behind in utilization of new media.

The Five Myths of Social Media

Check out this SlideShare Presentation:

The Five Myths of Social Media

View more OpenOffice presentations from buckpost.

Lilly To Use Web To Collaborate With Outsiders On New Drugs

DOW JONES NEWSWIRES

Eli Lilly & Co. (LLY) will use a Web portal to collaborate with researchers around the world in an effort to discover drugs to treat cancer, Alzheimer's disease, diabetes and osteoporosis.

The move comes as many pharmaceutical companies are looking for ways to boost their drug pipelines, especially as new generic versions of their former blockbusters are released.

Lilly's shares were recently down 1.2% at $33.88 in premarket trading amid a broader market decline.

The pharmaceutical giant will launch the Lilly Phenotypic Drug Discovery Initiative, using a Web portal to evaluate the potential of compounds created in university and biotechnology laboratories.

The company said findings from the plan could be used as the basis for collaboration or licensing agreements between Lilly and external institutions.

Alan Palkowitz, vice president of discovery chemistry and research technology at Lilly, said every year, researchers design and synthesize compounds that aren't fully evaluated as potential drug candidates.

Lilly's program is designed to allow global researchers a more convenient entry point into the company's drug discovery and development process.

Researchers confidentially submit the structure of their compound for review using algorithms focused on drug-like properties. If the compound meets certain criteria, the researchers can submit a sample for biological testing.

Lilly will then provide the researchers a report with the compound's profile for Alzheimer's disease, cancer, diabetes and osteoporosis. In return for the data, Lilly will get the first rights to negotiate a collaboration or licensing agreement.

-By Kerry E. Grace, Dow Jones Newswires; 201-938-5089; kerry.grace@ dowjones.com

Marcia Strassman - ZOMETA Patient Advocate - on Facebook

Marcia Strassman on Facebook, patient advocate for Novartis. Taking Novartis' Oncology product Zometa.

Check out the facebook "fan page". Below is a slideshow of screenshots. Click on the image to scroll through.

EVENT 7/23/09: Social Communications & Healthcare

SUMMARY

When social media emerged, many thought it was a fad or simply a communication technology for young people. It’s now clear that social media will continue to make a significant impact on how people and organizations communicate and operate. This event will showcase the best case studies of how leading healthcare organizations achieve marketing, communications, and educational objectives through the strategic use of social media.

EVENT DETAILS

We will cover the following questions:

• How do you deal with regulatory and legal issues when planning and implementing social media strategies?
• What will be the role of social media in President Obama’s healthcare reform plans?
• Why real-time social media tools such as Twitter are gaining momentum and what’s the business case to use them?
• How has social media impacted crisis communications specifically for the healthcare industry?
• How do you sell social communications projects and prove ROI to senior management?
• How do you create and participate in communities to achieve communications, education and branding objectives?
• How do you plan and execute a social communications plan with little or no budget?
• How do you create effective partnerships with new healthcare media leaders beyond advertising?
• What are the best examples of how to use social communications to connect internally with employees and stakeholders?
• What are the tools, technologies, and best practices for monitoring and measuring social communications?

ATTENDEE PROFILE

300 senior marketing, communications and media professionals from Fortune 1000, middle market and emerging growth companies are expected to attend from leading pharmaceuticals, medical technology/device companies, managed care providers, hospitals, healthcare media companies, government and nonprofit organizations.

REGISTRATION FEE
$195.00

WHEN
Thursday, July 23, 2009 8:00 AM - 1:00 PM
Eastern Time Zone

WHERE
The Graduate Center of The City University of NY
365 Fifth Avenue
(at 34th Street)
Room 1027
New York, New York 10016
USA
212.817.7000

CLICK HERE TO LEARN MORE

Thousands of physicians using Web site to upload their own videos for patients

Source: ePharm5

VideoMD.com says 2,500 physicians and healthcare providers are registered users on its platform. VideoMD lets physicians and healthcare practitioners upload videos directly to the site to inform patients about themselves, their practice, or specific medical procedures. Patients can find the doctors' videos by searching for them by name.

VideoMD also has a catalog of general health videos that practitioners can use to educate their patients. VideoMD.com launched in 2008.

UCB and PatientsLikeMe partner to give people with epilepsy a voice in advancing research

• Unique industry-patient partnership to improve understanding of epilepsy
• Epilepsy patients will share real-time, day-to-day progress in controlling seizures and achieving treatment goals

Original post: PharmiWeb

Brussels, Belgium and Cambridge, MA - June 15, 2009 - press release - Biopharma company UCB and PatientsLikeMe, the leading online community for people with life-changing conditions, today announced a strategic partnership to create an online, open epilepsy community that captures real-world experiences of people living with epilepsy in the U.S.

Scheduled to launch in early 2010, this platform will be designed to collect, analyze and reflect information received from people with epilepsy, regardless of their diagnosis, prognosis or treatment regimen.

"UCB has a longstanding commitment to improving the lives of people living with severe conditions," said Roch Doliveux, Chief Executive Officer, UCB. "This partnership is exciting because for the first time, patients will be able to contribute their experiences and real-world data to ongoing epilepsy research."

UCB is the first pharmaceutical company to partner with PatientsLikeMe to launch a patient community. The new epilepsy community will help create a platform for people with epilepsy that will enable UCB to better understand patients, their lives and treatment experiences.

Participants will record their real-time day-to-day progress in controlling their seizures and achieving their treatment goals, and share that with the community to help patients, caregivers, researchers and industry learn more about the disease.

"What we're seeing on our site every day is that patients are interested in learning more about their disease" says Ben Heywood, President and Co-founder of PatientsLikeMe. "By joining forces with industry leaders like UCB, we can turn up the volume of the patient voice in companies who are committed to hearing it and working toward better treatments and better care."

Epilepsy is a chronic neurological disorder affecting approximately 50 million people worldwide and between 2.5 and 3 million Americans.[1], [2] An often stigmatized and misunderstood condition, epilepsy can strike anyone at any time, but new cases are most common among young children and older adults. The number of people living with epilepsy in the U.S. is expected to rise as the population ages.[1] There is no cure for epilepsy, though treatments have improved in the last ten to twenty years.[3]

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• Twitter on the Cover of Time Magazine (in case you see a jump in followers): tr.im/ounm
• TIME MAGAZINE: "How Twitter Will Change the Way We Live" by @stevenbjohnson - tr.im/ouo9
• 360i Publishes Social Marketing Playbook. Download here: tr.im/oupb

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• UN Launches a pilot study using texts to fight AIDS (courtesy @Juan_Negro): tr.im/ohEd
• FUNNY! Weed, Booze, Heroin, Cocaine and Other "Old School" Medicine Ads (courtesy @InVivoBlogChris): tr.im/ohFX
• RT @pharmaguy: @skypen some "new" ads (bit.ly/6Cca0) look similar 2 some "old-timey" ones (tr.im/ohFX)

UN to use phones in Aids fight

Source: Daily Monitor

The United Nations has started a health promotion initiative that will reach out to Ugandans via mobile phones.

The 10-day initiative will be piloted in Jinja where 10,000 people will be used as a sample to demonstrate the potential use of mobile phones in health promotion, according to Ms Olivia Nyakarungi, an official of the UN Communication Group. The initiative, Texting4Health, will see the targeted people participate in a short health quiz using text messages.

“These messages are free to the consumer and are designed to serve as a public health information campaign,” Ms Nyakarungi said in a statement. In Uganda, more than one million people are suspected to be infected with the virus that causes HIV/Aids.

The results of the Texting4Health demonstration will be shared with ministers from UN member states at the Annual Ministerial Review session of the UN Economic and Social Council in Geneva in July.

Ms Nyakarungi’s statement said Text to Change, a Dutch non-profit organisation, will provide its mobile telephony platform.

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• RT @bzipkin: Google Wave's potential for healthcare communications - tinyurl.com/lsxbbl
• WHO: Swine flu pandemic has begun, 1st in 41 years: tr.im/oaPm
• Am grateful for the 1st time I am in Chicago, not Dallas -- as all flights to Dallas canceled. Mayhem at O'Hare.
• NEW Pew Internet Report: "The Social Life of Health Information", Findings summary and link to PDF here: tr.im/odxm
• SERIOUSLY BAD LUCK. Talk about fate... "Missed Air France Flight, Only to Die in Car Crash": tr.im/odB1
• New York Times "Medicine in the Age of Twitter" (via @mashable): tr.im/odMY
• RT @mashable: BREAKING: Twitter Launches Verified Accounts - tr.im/oeeo
• New YouTube feature with big implications for Tweeps: tr.im/oegj

PEW INTERNET: The Social Life of Health Information

source: Pew Internet

Summary of Findings

Click here to download complete report PDF

61% of American adults look online for health information.

In 2000, 46% of American adults had access to the internet, 5% of U.S. households had broadband connections, and 25% of American adults looked online for health information. Now, 74% of American adults go online, 57% of American households have broadband connections, and 61% of adults look online for health information. We use the term "e-patient" to describe this group.

Further, "always present" mobile access draws people into conversations about health as much as online tools enable research.

American adults continue to turn to traditional sources of health information, even as many of them deepen their engagement with the online world.

When asked, "Now thinking about all the sources you turn to when you need information or assistance in dealing with health or medical issues, please tell me if you use any of the following sources..."

• 86% of all adults ask a health professional, such as a doctor.
• 68% of all adults ask a friend or family member.
• 57% of all adults use the internet.
• 54% use books or other printed reference material.
• 33% contact their insurance provider.
• 5% use another source not mentioned in the list.

The social life of health information is robust.

Half of all online health inquiries (52%) are on behalf of someone other than the person typing in the search terms. And two-thirds of e-patients talk with someone else about what they find online, most often a friend or spouse. The survey question did not specify whether these conversations take place face to face, over the phone, or online, but it is clear that the pursuit of health information does not happen in a social vacuum.

A majority of e-patients access user-generated health information.

Health consumers are often looking for tailored information, searching for a “just-in-time someone-like-me.” For example:

• 41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog.
• 24% of e-patients have consulted rankings or reviews online of doctors or other providers.
• 24% of e-patients have consulted rankings or reviews online of hospitals or other medical facilities.
• 19% of e-patients have signed up to receive updates about health or medical issues.
• 13% of e-patients have listened to a podcast about health or medical issues.

But few are actively writing or creating new health content:

• 6% of e-patients have tagged or categorized online content about health or medical issues.
• 6% of e-patients report that they have posted comments, queries, or information about health or medical matters in an online discussion, listserv, or other online group forum.
• 5% of e-patients say they have posted comments about health on a blog.
• 5% of e-patients have posted a review online of a doctor.
• 4% of e-patients have posted a review online of a hospital.
• 4% have shared photos, videos or audio files online about health or medical issues.
• In sum, 37% of adults, or 60% of e-patients, have done at least one of the above activities.

Social networking sites are used only sparingly for health queries and updates.

Despite the increasing popularity of social network sites and status update services, few people are using them to gather and share health information.

• 39% of e-patients use a social networking site like MySpace and Facebook and, of those, only a small portion have followed their friends’ personal health experiences or updates, posted their own health-related comments, gotten any health information, or joined a health-related group.
• 12% of e-patients use Twitter or another service to share updates about themselves or to see updates about others, and of those, few have posted comments, queries, or information about health or medical matters.

Online health inquiries have an impact on decisions or actions and there are clearly more positive experiences than negative ones.

Among the six in ten e-patients who say their most recent search had an impact, mostly minor, on their own health or the way they care for someone else:

• 60% say the information found online affected a decision about how to treat an illness or condition.
• 56% say it changed their overall approach to maintaining their health or the health of someone they help take care of.
• 53% say it lead them to ask a doctor new questions, or to get a second opinion from another doctor.
• 49% say it changed the way they think about diet, exercise, or stress management.
• 38% say it affected a decision about whether to see a doctor.
• 38% say it changed the way they cope with a chronic condition or manage pain.

Fully 42% of all adults, or 60% of e-patients, say they or someone they know has been helped by following medical advice or health information found on the internet. This represents a significant increase since 2006 when 25% of all adults, or 31% of e-patients, said that.(1)

Just 3% of all adults, or 3% of e-patients, say they or someone they know has been harmed by following medical advice or health information found on the internet, a finding that has remained stable since 2006.

Internet users report a surge of interest in information about exercise and fitness.

The percentage of American adults getting exercise and fitness information online has jumped from 21% in 2002 to 38% now – an 88% growth, a more rapid increase than any other health topic covered in the survey.

In addition to fitness, six other health topics have been included in our surveys since 2002, all of which have gained audience share, including information about:

• A specific disease or medical problem (49% of adults, up from 36%)
• A medical treatment or procedure (41% of adults, up from 27%)
• Prescription or over-the-counter drugs (33% of adults, up from 19%)
• Alternative treatments or medicines (26% of adults, up from 16%)
• Depression, anxiety, stress or mental health issues (21% of adults, up from 12%)
• Experimental treatments or medicines (15% of adults, up from 10%)

Five specific health topics were added to the list, including information about:

• Doctors or other health professionals (35% of adults)
• Hospitals or other medical facilities (28% of adults)
• Health insurance, including private insurance, Medicare or Medicaid (27% of adults)
• How to lose weight or how to control your weight (24% of adults)
• How to stay healthy on a trip overseas (9% of adults)

Change is coming, whether through the spread of wireless devices or generational shifts.

Wireless connections are associated with deeper engagement in social media and an accelerated pace of information exchange. Indeed, those with mobile access to the internet are more likely than those who have tethered access to contribute their comments and reviews to the online conversation about health and health care. And mobile access is on the rise.

Second, adults between the ages of 18 to 49 are more likely than older adults to participate in social technologies related to health. As younger adults face more health care questions and challenges, they may turn to the tools they have sharpened in other contexts of their lives to gather and share health advice.

But in the end, experts remain vital to the health-search and decision-making process. Americans’ longstanding practices of asking a health professional, a trusted friend, or a wise family member persist as patients pursue good health. These are practices which, in the words of John Seely Brown and Paul Duguid "will not budge" and therefore require designers of any new health care application "to look not ahead, but to look around" in order to see the way forward.2

ResponsibleShopper.org adds Pharmaceutical Company Reviews

Source: epharm5

Consumer watchdog site adds pharma section  A "big pharma" section has been added to the Web site ResponsibleShopper.org, which rates companies based on environmental, human rights, labor, ethics and governance, and health and safety issues. Although none of the companies' ratings were very good--highest-ranked Novartis scored a grade of C in the environmental category--the site highlights a few positive actions from companies as well as criticisms. However, much of what the site has to say about big pharma is negative, listing more criticisms than praise.

Read more about the rankings:

http://www.greenamericatoday.org/programs/responsibleshopper/industry/pharmaceutical.cfm

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• WOMMA Webinar 6/10/09: "Applying Current FDA Guidelines to Social Media Marketing": tr.im/nUG3
• "How 5 Different People See WebMD" -- funny stuff! tr.im/nUMi
• WHO on the verge of declaring first pandemic in 40 years. Is the world prepared to react? tr.im/nWF8 #swineflu
• RT @almitra: FINALLY! RT @mashable Facebook to Launch Vanity URLs - tr.im/nWIn
• 10 Twitter Tools to Organize Your Tweeps (@mashable): tr.im/nWIZ
• After 2.5 hrs sitting on runway in Newark (starting with technical issues) now all west-bound planes grounded due to severe weather. ARGH.

How Five Different People See WebMD

Source: College Humor

An Actual Doctor

Man Without Health Insurance

Jewish Soon

Frat Boy

Hypochondriac

Applying Current FDA Guidelines to Social Media Marketing

What: WOMMA Webinar

When: Wednesday, June 10, 2009 11:00am CDT

Register: https://www2.gotomeeting.com/register/601602770

[Note: currently the link takes you to a page that says "Webinar over", I'm not sure if this is an error if they posted the wrong date originally]

Overview: Social media in healthcare is evolving at a rapid pace and changing the landscape forever for physician treatment practices and patient care. How will social media change in the coming years? What promise does social media hold for the betterment of our healthcare system? What role should pharmaceutical companies play in the patient and physician dialogue? These questions will be the focus of the first in a series of healthcare and pharma webinars brought to you by WOMMA.

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• YPulse Blog Post: "How To Use Social Media To Market To Gen Y": tr.im/nxI3

How To Use Social Media To Market To Gen Y

By Nicole Driscoll
Original Post: YPulse

Today's Ypulse Sponsored post is from Nicole Driscoll (pictured below) at Fuse, anchor sponsor for this year's Ypulse Youth Marketing Mashup. This post is part of that sponsorship

How To Use Social Media To Market To Gen Y

Social media networking sites are around every corner we turn. Spreading like the scare of swine flu, the explosion in usage of these sites by Millennials requires our understanding of them. Use of these sites, such as MySpace, Facebook and Twitter, are simple to navigate: create a username, upload some photos and scrawl a few sentences into your profile, however, achieving legitimacy is another story altogether.

Millennials are fluent in the ways of social media; according to the Center for Media Research, 74% of 18 – 34 year-olds have a Facebook or MySpace account and 8% use the newer, trendier Twitter. Even with its popularity, social media networking is still a fairly new concept to the masses; some even venture that the Twitter phenomenon is merely a flash in the pan. For those people still not convinced, note that Twitter had a staggering 17 million unique visitors in April 2009, almost doubling from 9.3 million in March, as reported by the digital research company ComScore, and according to New York Times reporter Paul Boutin, “Twittermania has just begun.”

Generation Y has grown-up with social media as a way of life and use these profile-centered, content-sharing sites for much more than just social networking, they are also utilizing them for self-marketing. Millennials can easily customize their online public space by posting their likes and dislikes, photos of themselves and their friends, even setting it to the music of their choice. Many Millennials also use platforms to display their brand loyalties; in a study conducted by Fuse and the University of Massachusetts, 29% of teenagers surveyed had “friended” a company on a social networking site.

With all of this attention around social media, it seems obvious that brands wanting to reach the coveted Gen Y consumer would jump on the bandwagon. What better way to reach Millennials than go where the Millennials are, right? Not so fast.

In the same study conducted by Fuse and the University of Massachusetts, it was found that social media advertising was consistently ranked as one of the lowest preferred platforms among 13 – 18 year-olds surveyed. The explanation for this is due to companies’ common misuse of the online networks that the Gen Y set regards as a sort of trademark of their generation.

With an ongoing decline in ad spending, many studies predict a rise in the use of social networking for advertising, however this rise could result in a clutter of brand space sites on Facebook and the clogging of brand chatter on Twitter. How can your brand stand out among the rest on social media sites?

- Social media networking takes time. It isn’t as simple as creating a profile. Take the time to learn your platform, identify who your core audience is on that platform, and then consider how to authentically communicate with them

- Strive to maintain legitimacy. Don’t pretend to be someone you’re not; e.g. giving your PR team the job of creating “fan sites” for your brand. Consumers will find out, and they won’t be happy

- Create and maintain a conversation with your consumer. The beauty of online networking is the real-time conversation that it creates. Dedicate time to searching the conversation to learn what people are saying about your brand, and respond. If people feel strongly enough about your company or product to tweet, post or blog about it, whether it be positive or negative, take the time to respond. When a social networker provides good feedback, reinforce that; on the contrary, if someone is sharing a negative experience with your brand, utilize the platform to remedy it. This is perhaps the greatest asset of the social networking experience for brands, the opportunity to engage with the consumer; take advantage.

- Know when NOT to use social networking. Fudging your way along the social media path will not go unnoticed. Most important to maintaining legitimacy in the social networking circle: don’t fake it.

Social media networking can be a great marketing tool and should be utilized. Follow these important points and you’ll reach a huge and attentive audience.

More on Fuse

Fuse is a leading youth marketing agency that connects brands with youth through sports, music, fashion and other relevant youth cultural interests. Fuse strives to help brands reach a mass audience while maintaining credibility with key influencers.

For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection.

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• PR Newswire Launches Comprehensive Social Media Monitoring Tool: tr.im/npJR
• "Aligning tactics with strategy" EyeForPharma's Lisa Roner interviews Sr. eMarketing Mgr at Novo Nordisk: tr.im/nq6V
• Great case study from KRU Research on Novartis' "CML Earth" Social Network: tr.im/nr7r
• Jason Ary guest blogger on @intouchsol "The Twitter Craze in the Context of ePharma": tr.im/ns1U
• "Four Digital Activities Pharma Companies MUST Engage In Now Or Next Year" (@fardj) tr.im/ns3Q
• "Ten Digital Marketing Ideas Pharma Companies Will Never Try (But Should)" (@jonmrich) tr.im/ns4T
• FDA announces its new "Transparency Blog" (courtesy @InfoMedics): tr.im/ns7r

Case Study: Novartis CML Earth

Source: KRU Research

Novartis deserves credit for jumping into the social media space with a very unique site, CML Earth. Its purpose and audience:

CML Earth is a global interactive social network dedicated to connecting the CML community from around the world. We invite patients, patient groups, and healthcare professionals to join us in building this new online community.

This is an instance of a condition-focused social network which enables patients and their care givers to provide support and information.

The Design

In keeping with the name, the main interface to the site is a beautiful image of the Earth itself and member location is prominent. Like other web mapping program, you can zoom in and out and scroll to different locations. Small circles show where other members live. Most impressive, the site provides support for nine languages.

Like other social networks users can sign-up and enter their name, birth date, and location. But when it comes to telling “more about me” you are forced to select from a series of drop-down menus. Instead of just writing who I love, I have to pick from a list that includes my parents, my kids, etc.

This forced entry system is even stranger as it applies to telling your story. When answering “What I look forward to” you must choose from a pre-set list that includes items like “just being” or “laughing last.”

This forced set of choices for your personal information is so awkward there must be a good explanation for it. I would have guessed that it was so nobody had to screen the entries in the open ended fields, but in fact there is a final open text box that lets you write whatever you want. I just don’t get it.

The main purpose of social networks, or course, is to connect with others. You can see in the image below that you can get profile information on other members and, similar to Facebook “flair”, you can send members signs of encouragement by sending smiles, hugs and high-fives.

When it comes to communicating with another member for some reason it doesn’t seem like too many users have activated that feature. You can go through a lot of members before finding someone who is willing to accept an email from you.

Guidelines and the Adverse Events Problem

When it comes to social media, health marketers often worry about things like spam, adverse event reporting, and negative comments regarding their brand. Novartis handles this with strict and clearly stated policy.

Refrain from sharing any treatment information or names of specific medicines or companies; Do not include any profanity or indecent or inappropriate language, whether in text or image; Do not embed any links in your profile.

So how does Novartis handle the dreaded adverse events reporting problem? Easily-they don’t allow them. They inform users:

CML Earth is not the place to report adverse events. If you wish to report a suspected adverse reaction to a Novartis product, click here.

The Business

Many companies are trying to make online patient communities a business, but in that regard most are struggling or failing (eg, Trusera). I suggest that online communities are a valuable tool, but just hard to monetize. To be sustainable online patient communities will have to

1) be directly sponsored, like Novartis CML Earth

2) be indirectly sponsored, like JDRF’s Juvenation which is sponsored by Novo Nordisk

3) be hosted on a public platform, like McNeil’s ADHD Moms on Facebook

4) be an add-on to an existing health information business

I don’t know what Novartis’ goals are for the site but I’ll bet they’ll exceed them. They have clear corporate branding-no hiding in the footer here-and rather than going for mass adoption they seem to be using this site as a tool to offer the community. It’s certainly going to be something to talk about when they are with physicians, and will earn good will among CML patients.

Areas for Improvement

Some things definitely jumped out at me during the review:

1) Optimize for search engines-there is almost a complete lack of SEO effort thus far on the site. Keywords are limited to “cml” and “cmlearth”. This is such an obvious oversight that I would think they are purposely trying to fly under the radar, yet they are buying Google adwords to drive traffic.

2) Tell the world-Novartis should issue a press release and upload their demo video to YouTube. Two simple actions that would drive awareness and a positive image for the company.

3) Ditch the canned responses in profile-enough said.

4) Add low-bandwidth or mobile version-the site is beautiful and uses a novel, geographical driven primary interface. But I wonder how accessible this site is in low-bandwidth countries in other parts of the world, and as many people do their social surfing from the mobile phones, a lightweight mobile version or iphone app is in order too.

5) Provide content-one key that most private networks are ignoring is to provide a library of content. Even though the point is to connect members, a simple library of content-rich articles provides added value, makes the site stickier, and Google loves it too!

Summary

Novartis deserves high marks for jumping into the social network world with a very innovative, slick design. They deftly handle the AE issue with a clear policy. Hopefully they will open up the member profile data, make it mobile friends and do more to promote CML Earth to the rest of the world.

Aligning tactics with strategy

by Lisa Roner:
Original Post: EyeforPharma

The latest “gee whiz” e-tool is just that unless the use of it is aligned with a company’s or brand team’s marketing strategy, says Aaron Uydess, senior eMarketing manager at Novo Nordisk. Whether it’s Facebook, Twitter or a host of other online communication advances, Uydess says marketers should be using new tools because the offer the right channel for reaching their customers and delivering their messages, not simply because they’re the latest buzz.

The greatest misconception of eMarketing is that it is a strategy in and of itself, he told attendees at eyeforpharma’s recent eMarketing Europe 2009 conference. “We shouldn’t want to Twitter or Facebook simply for the sake of doing it,” Uydess says. “We should use those tools only if they truly serve our goals.”

Online tools as tactics for executing strategy
He says eMarketing should be used as a tactic because it’s the right channel, not because it’s the “hot” thing to do, despite a program’s goals.

“eMarketing fails in the long-term when concentrating on the ‘sexy’ factor and working backwards to the strategy,” Uydess says. “Show internal stakeholders how technologies support their strategies and ultimately the business goals. The question should always be: What online tactics can I use to effectively market my messages to my target audiences?”

Uydess suggests using a “target model” that aligns metrics to your strategy and tactics, allowing you to show value for your investments and support for the chosen strategy. This means beginning with a marketing strategy that targets specific customers with specific messages, using only the tactics (online of otherwise) deemed most likely to yield success – and then measuring that success effectively.

To become truly customer-centric, he says, marketers must take their strategies and begin to think like their customers. He suggests asking questions like:

• What are the issues from your customer’s point of view?
• How does your customer obtain your product?
• What are the key benefits to your product from your customer’s point of view?
• What drives your customers to make a decision on a product?
• Who are the outside influencers and how do they talk to your customers?
• What are your company’s key strategic drivers?
• What has worked in the past and what has not?

And he stresses that “silos happen” and can be leveraged to a marketing team’s advantage.

“Your customers don’t just communicate with you online, why market to them that way?” Uydess asks.
Whether communication is online or companies are in touch with customers through the call center, the sales force, print ads, telesales or events, the important thing is ensuring that data collection methodologies allow for one view of the customer, he says. And he stresses that there’s no point in closed loop marketing tactics that allow for the collection of large amounts of data if companies don’t understand and use it to improve their strategies.

Uydess says his #1 recommendation is to create a project team to reduce and leverage silos, communicate goals and objectives, leverage resources and share successes. He stresses the importance of the “extended brand team” concept as a mechanism for getting everyone together on brand strategy.

Measure to treasure
Last, but not least, Uydess urges measuring success (or failure). “If you can’t measure it, you can’t treasure it,” he says.

He advocates developing “scorecards that tell a campaign’s story.” These one-page scorecards should: outline the strategy, explain the tactics, showcase the target audiences and provide KPIs, Uydess says. Most importantly, however, they should highlight lessons learned, he says.

“Communicating the lessons learned tells stakeholders that eMarketing is an ever-evolving entity and by taking an honest look at what worked and what didn’t, you’re telling the organization that you’re ready to evolve, you’re ready to do better the next time,” Uydess says.

One important way of assessing a campaign’s success is through the use of “funneling” tools offered by analytic services such as Google, Omniture and Webtrends, he suggests. “These tools are great for marketers,” Uydess says. “They tell you that based on a predefined experience, where people are dropping off. If it’s after they hear the first message, maybe it’s not resonating or maybe you didn’t deliver it in the best way and you can tweak it a little to keep their attention.”

Funneling, he says, creates an added sense of dimension to metrics, allowing marketers to optimize campaigns through customer insight. And having such customer insight facilitates shaping the way eMarketing tactics are sold to stakeholders the next time around, Uydess says.

“It’s not just about conversions, it’s about becoming more effective marketers,” he says.

And becoming more effective marketers relies on communicating more effectively with senior management, Uydess suggests. He stresses the importance of “telling the story in terms your brand manager understands.”

By not talking in terms of technologies (hits and visits), but rather reach and frequency of campaigns, we can make brand managers look good, he says. “It’s important to frame eMarketing not as something that’s different, but as something that’s strategically aligned to other tactics – like sales. Doing so, develops confidence in the tactics and provides the language needed to sell those tactics to others.”

In summary, Uydess says marketers should:
• Consider strategy first, tactics second
• Think like their customers
• Reduce silos
• Strategically promote
• Properly set expectations
• Communicate metrics and lessons learned

TMS Health to Offer Innovative Video Detailing Services from Clinical Information Network

Original Post: Miami Herald

BOCA RATON, Fla., June 3 /PRNewswire/ -- TMS Health, the largest provider of outbound and inbound Teleservices to the U.S. Pharmaceutical Industry, including TeleDetailing services, today announced that it has signed a partnership agreement with Clinical Information Network of Scottsdale, Ariz. Under the terms of the agreement, TMS Health will co-market Clinical Information Network's state-of-the-art Video Detailing system, Clinical InfoCLICK.

"Having the ability to turn any inbound or outbound telephone call into a high quality, real-time video meeting sets TMS Health apart from other service providers in this field," stated Guy Amato, CEO of TMS Health.

"By providing the physician with a Clinical InfoCLICK link embedded into an email or web site, the physician will be connected to one of our video-enabled representatives by simply clicking on the link. The representative's real-time video image will appear on the physician's PC or Mac screen and he or she will be able to share visual materials and data with the physician, turning the call into a highly productive and cost effective meeting," Amato added.

Commenting on the partnership, Peter Moriarty, the CEO of Scottsdale-based, Clinical Information Network, said, "We are delighted to be partnering with TMS Health. We believe that by integrating Clinical InfoCLICK into the TMS Teleservices infrastructure, more pharmaceutical companies, will now be able to cost effectively employ Video Detailing to gain access to and communicate with target physicians and other healthcare providers."

About TMS Health:

TMS Health is a leading healthcare teleservices company specializing in customized programs designed to cost effectively extend marketing reach. Programs include physician TeleDetailing, pharmacy launch/stocking, pharmacy education and awareness, inbound DTC (direct-to-consumer) call handling, multi-channel CRM (customer relationship management) programs. For more information, contact 1.800.867.2340, or visit www.tmshealth.com

About Clinical Information Network, Inc.:

Clinical Information Network, Inc., is a privately held company based in Scottsdale, Arizona. The company is focused on providing innovative communication systems and services to the healthcare industry. Its mission is to provide healthcare professionals with convenient access to multiple sources of clinical information that can assist them in further enhancing the standard of care delivered to patients. Their communication channels include state-of-the-art, yet easy to use, videoconferencing software that physicians can use on their desktops or laptop computers to contact other physicians and other healthcare professionals, medical institutions, and pharmaceutical companies. For more information, contact 480.422.1811, or visit www.ClinicalinfoNet.com

Skyscape's network tops more than 1 million healthcare professionals

Source: ePharm5

Skyscape's user network has reached more than 1 million healthcare professionals, the company reports. Dr. Omar Saleh, who is associated with the Diagnostic Radiology Department at the University of Mississippi Medical Center, is Skyscape's "Millioneer," the customer who pushed Skyscape's database to more than 1 million users. He is subscribed to Skyscape's DrDrugs: Drug Guide for Physicians and Archimedes 360° Medical Calculator for his smartphone and received rewards including a MacBook, an iPod Touch, and $200 toward the Skyscape store. Earlier this year, Skyscape launched the referral program "March to 1 Million."

PR Newswire Launches Comprehensive Social Media Monitoring Tool

Source: PR Newswire

Social Media Metrics monitors and analyzes over 20 million blogs, 5 million forum posts, and 30,000 online news sources, social networks and microblogs

NEW YORK, June 2 /PRNewswire/ -- PR Newswire announced today the launch of Social Media Metrics, a powerful new intelligence tool powered by Sentiment Metrics that enables communications professionals and marketers to monitor, analyze and measure the impact of what is being said about an organization, brand, spokesperson or competitor across the social media landscape.

[Click here for a sample report on WIND POWER]



"Blogs, message boards and discussion threads can reveal invaluable information about how messages are resonating, what customers are saying about an organization, who is buzzing about a brand, and when a crisis situation is about to develop," said Allison Murphy, PR Newswire. "However, sorting through the reams of information in the social media universe and then analyzing the data in an effective manner can be an extremely daunting task. With the launch of the Social Media Metrics service, communications professionals can now efficiently and intelligently analyze how key audiences and the public in general are reacting to and even dictating how their organization and brands are portrayed within the various online and social media circles."

Social Media Metrics monitors over 20 million blogs, 5 million forum posts, and 30,000 online news sources, social networks and microblogs including Twitter. The system enables users to build customized searches to track keywords related to one's organization, industry and competitors, while simultaneously isolating specific geographic, demographic and language parameters. Users can further refine Social Media Metrics searches to target those blogs and social media sites that are important to one's customers or industry opinion-makers.

"With the spread of user-generated media such as blogs and discussion forums, consumers have become more influential than ever before and often, what they are saying can make or break a brand," said Leon Chaddock, managing director, Sentiment Metrics. "As new media continues to grow in influence, the organizations and brands that effectively utilize social media intelligence to either build on positive buzz about their brand or to quickly respond to an emerging crisis situation will rise to the top, while those that ignore the influence of online voices will risk losing out on valuable opportunities and in some cases, suffering irreparable damage to their brand."

Once search criteria are established, Social Media Metrics provides intelligence on the data it tracks through a series of analytical tools. Social Media Metrics' Authority Score can reveal the impact of a blog or social media network on one's brand or message by providing the number of inbound links from other social media sites, while the Top Topics Report identifies the most frequently discussed topics surrounding a brand and/or its competitors. Social Media Metrics' Sentiment Report delivers additional insight on social media mentions by gauging whether discussions are positive, neutral or negative. Key to the Sentiment Report tool is the ability to create alerts that isolate negative mentions and warn the user that a potential crisis may be building.

"The longer it takes to respond to a negative situation that may be developing on social media channels, the worse the situation is going to be," continued Murphy. "An alert dedicated only to negative mentions helps to ensure that users can respond to potentially explosive situations before they spin out of control; an invaluable tool for any communications or marketing professional."

Social Media Metrics also offers robust reporting capabilities that enable users to tabulate data in customizable charts in a variety of formats, including CSV, graphs and pie charts. The system's PDF Report Builder allows users to combine graphical information with custom notes to create reports that bring together both qualitative and quantitative analyses.

About PR Newswire

PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide.

Through its multi-channel distribution network, audience intelligence, targeting, and measurement services, PR Newswire helps corporations and organizations conduct rich, timely and dynamic dialogues with the media, consumers, policymakers, investors and the general public, in support of building brands, generating awareness, impacting public policy, driving sales, and raising capital.

Pioneering the commercial news distribution industry 55 years ago, PR Newswire connects customers with audiences in more than 170 countries and in over 40 languages through an unparalleled network of offices in 16 countries across North and South America, Europe, Asia, and the Middle East, and via unique affiliations with the leading news agencies across the globe. PR Newswire is a subsidiary of United Business Media Limited, a leading global business media company that serves professional commercial communities around the world. For more information, go to www.unitedbusinessmedia.com.

About United Business Media Limited

UBM focuses on two principal activities: worldwide information distribution, targeting and monitoring; and, the development and monetization of B2B communities and markets. UBM's businesses inform markets and serve professional commercial communities -- from doctors to game developers, from journalists to jewelry traders, from farmers to pharmacists -- with integrated events, online, print and business information products. Our 6,500 staff in more than 30 countries are organized into specialist teams that serve these communities, bringing buyers and sellers together, helping them to do business and their markets to work effectively and efficiently. For more information, go to www.unitedbusinessmedia.com.

About Sentiment Metrics

Sentiment Metrics provides the social media monitoring and measurement platform for PR, marketing and communication professionals. The real-time dashboard monitors all forms of social media and online news, breaking down mentions by sentiment (positive, negative, neutral), demographics, influence and authority. Sentiment Metrics is focused on providing real actionable insight and analytics for their clients rather than just the data. For more information, go to www.sentimentmetrics.com.

Click here for a Multimedia Press Release with more samples.

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• RT @wegohealth: Remember: today's webinar using the tag: #whevents. 20 minutes to go - and there's still time to join! bit.ly/qjJpB
• "Twitter for health activists " ... follow hashtag #whevent, hosted by WEGOHEALTH and @shwen

Share-to-social Buttons Increase Email Interaction

Case Study #CS1921: Share-to-social Buttons Increase Email Interaction: 6 Steps

Source: Marketing Sherpa

SUMMARY: Social sharing features, which allow subscribers to share content from an email with their social networks, are emerging as a counterpart to the long-standing “forward to a friend”. But how do you implement social sharing in your messages, and how do you track the impact?

We spoke with a B2B email newsletter publisher to learn how they recently implemented social sharing. The early results showed a 25% boost in reader interaction, and a surge in inbound traffic from social networking sites. Includes tips on:
o Choosing the right networks
o Designing a template
o Launching the program
o Measuring results

CHALLENGE

Like most email marketers, Rob Birgfeld, Director, Audience Development, SmartBrief, could not ignore the rise of social media. Subscribers to his team's B2B email newsletters were increasingly asking questions about the value of social networking. And in late 2008, Birgfeld and his team expanded their own social media efforts, through a new email newsletter and blog dedicated to understanding the channel.

The more the team interacted with social media, the more they wanted to create closer ties between their newsletters and those networks -- particularly around content sharing.

"We created a blog and Twitter account that started show some interesting results and value to readers. But our newsletter "share" button was only giving he option to email articles," says Birgfeld. "We realized that for a publication in the social media space, we had to relate to those networks."

CAMPAIGN

The team had followed the development of share-to-social functionality that allowed users to click an icon that automatically uploads a link to their social networking accounts. So they developed a plan to include social sharing as an option alongside their existing button that let subscribers email newsletter articles to their colleagues.

Here are six steps they took to develop their social sharing functionality and measure reader interaction:

Step #1. Identify the most relevant social networks

The team didn’t want to clutter their email design with too many social sharing buttons -- especially if those networks weren’t popular among their B2B audience.

"We don’t want a brief to look like NASCAR, with buttons and logos everywhere."

So before adding share buttons, the team identified which social networks were most relevant to their B2B audience:

- They sent an online survey to the 80,000 subscribers of their SmartBrief on Leadership, asking them which social networks provided the greatest business opportunities.

- The team also examined inbound Web traffic to see where subscribers were already posting article links on social networking sites.

Data from both sources showed that the top three social networks among their newsletter subscribers were:
o LinkedIn
o Facebook
o Twitter

Step #2. Point shared links to article summary pages

Next, the team established a sharing methodology that was aligned with subscribers’ interests and the company’s goals for reaching a broader audience.

- SmartBrief daily newsletters feature a collection links to current news articles related to a specific industry or operational focus, such as Advertising, Manufacturing, Retail and HR.

They decided to place share buttons at the end of each article summary, rather than creating one share button that posted the entire newsletter to a subscribers’ network. That way, subscribers could choose which stories they found most interesting and worthy of sharing.

- They also made the share button upload a link to the article summary page, rather than the original source of the story. That way, the team could generate traffic to its own website, and introduce non-subscribers to the value that article summaries provide to their newsletter audience.

"Some would argue that from a user-experience point of view, driving people to a summary is an extra step," says Birgfeld. "But our readers have shown, year after year, that they appreciate the summaries."

Step #3. Use focus group to test new newsletter templates

The team created a few mockups of new template designs that incorporated share buttons alongside the existing email forwarding button. Their goal was to create an understated design that still made it easy for subscribers to share content with their networks.

Then, they showed those mockups to their in-house reader-advisory panel. They asked for feedback on social sharing in general, and asked them whether:
o They recognized the icons
o They had interacted with similar buttons in the past

The majority of readers understood the concept and recognized the icons.

Step #4. Stagger social sharing launch across newsletter titles

With more than 100 newsletter titles on their roster, the team did not want to roll out the social sharing feature to all subscribers without first testing the concept further. Instead, they rolled out the feature gradually to specific newsletter titles.

- They first added social sharing buttons to their SmartBrief on Social Media, because they figured there would be significant interest in social networking among that subscriber base.

- Next, they added the feature to other SmartBrief-branded newsletters, including SmartBrief on Leadership and SmartBrief on Entrepreneurs.

- Shortly after adding the feature to their own newsletters, the team began receiving requests from its trade industry association partners to include the social sharing buttons on co-branded newsletters.

Each time the team added social sharing to a newsletter, they sent a note to those subscribers highlighting the new feature and providing instructions on how to use the buttons.

Step #5. Track shared article metrics

Once buttons were active on newsletters, the team monitored how subscribers were using the feature.

- To determine how many subscribers were interacting with the social sharing feature, they tracked how many times users clicked on share button. This metric was easy to calculate, as it was no different than measuring clicks on other links within the newsletters.

- Measuring subsequent activity once a user had shared a link with their social networks proved more challenging. But for articles shared to subscribers’ Twitter accounts, the team used its own URL shortening system, which allowed them to track how many times a day their articles were accessed from links that had been posted to the microblogging platform.

(The team is currently working on additional technology to help them monitor what happens with a link that’s been shared with a subscriber’s Facebook or LinkedIn network.)

- They also measured in-bound traffic from their three featured social networks to help gauge the impact of shared articles.

Step #6. Use sharing data to provide additional content

Social media sharing also became another source of content for newsletter subscribers.

- Clicks on social media share buttons became another element that factored in to a "Most Clicked" story feature. The editors of each newsletter compile a list of most-clicked stories -- typically on a weekly basis -- which are then highlighted on each newsletter’s homepage.

- Editors also encouraged readers to provide feedback on specific stories, or to provide suggestions on articles that could be included in future newsletters or the company’s SmartBlog on Social Media.



RESULTS

Although the program is still in the early stages, the team is excited by the impact they’ve seen so far.

"It shows innovation, and it shows relevance, because this is what everyone is talking about," says Birgfeld. "For the most part, it’s about visibility and showing the value of your publications, because this is the way people are sharing information with each other."

- Overall inbound traffic from their featured social networks increased dramatically. The team compared statistics from the month before launching social sharing to the month after adding the feature and found:
o Visits from Twitter increased 1,680%
o Visits from LinkedIn increased 2,070%
o Visits from Facebook increased 1,351%

- Overall subscriber interaction with newsletter articles also jumped the month after adding social sharing buttons. Users clicking any of the share buttons (Email, LinkedIn, Facebook or Twitter) increased about 25% when social networks were included, compared to clicks to forward an article via email only.

- 85%-90% of the team’s newsletters now include social sharing buttons.

The next step for the team is measuring the conversions (in the form of new subscribers) generated from articles shared to social networks. The SmartBrief on Social Media newsletter attracted more than 17,000 subscribers in five months, with no additional marketing investment. Birgfeld says that much of that growth came from word-of-mouth and visibility within social networking sites through features such as content sharing and the social media blog.

One important task to encourage more conversions for all newsletter titles will be redesigning the article summary pages, which serve as the landing page for links shared to social media sites. Those pages are currently designed for existing newsletter subscribers, and Birgfeld envisions adding content that tells new visitors more about the story summaries and which newsletters they came from.

"I don’t think marketers have a choice any more," says Birgfeld. "This is the way people are sharing information now, and it’s important to adjust to where your readers are."

Useful links related to this article

Creative Samples from SmartBrief’s social sharing campaign:

• SmartBlog on Social Media
• SmartBrief

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• Commonplaces blog: "Big Opportunities for Pharmaceuticals in Social Marketing": tr.im/n7IQ
• "Pharmaceutical executives spend an extra 9 hours a month learning (and teaching) online" tr.im/n7Kb
• Twitter is Becoming Medicine's Social Media Channel of Choice: tr.im/n7Ko
• How to build social media programs with confidence: tr.im/n7L9
• Pharma on Facebook? tr.im/n7M9
• SKYPEN'S TOP CLICKED TWEET OF THE DAY: "Facebook, cellphones, & energy meters 4 healthier lives": tr.im/n0mC
• Microsoft unveils hands-free gaming usat.me/?35217320
• Millennials Among Those Who Don't Appreciate Twitter: tr.im/nagZ
• Twitter is Becoming Medicine's Social Media Channel of Choice: tr.im/n7Ko
• "Pharmaceutical executives spend an extra 9 hours a month learning (and teaching) online" tr.im/n7Kb
• Ad Age: "Need to Check Your Cholesterol? There Will Be an App for That"; Pharma Marketers, listen up: tr.im/n7H8
• CONGRATS! RT @pharmaguy: Pharma Marketing News Media Partner for DigiPharm Europe 09. Voucher for 15% discount: bit.ly/1bgzuG
• SKYPEN'S TOP CLICKED TWEET YESTERDAY (>150 clicks): "Facebook, cellphones, & energy meters 4 healthier lives": tr.im/n0mC
• @ mrcmv : trying to review your site, but your drop down menus are blocked by your flash movie on internet explorer. tr.im/naLj
• "Tweeting too Hard" featured in Time ... friggen hilarious: tr.im/ndpN
• MSNBC Reports "Meralgia Paresthetica", aka Tingling Thigh Syndrome (TTS), caused by Way-Too-Tight-Jeans: tr.im/ndrR

Millennials Among Those Who Don't Appreciate Twitter

by Laurie Sullivan
Source: Online MediaPost Daily

Millennials -- 18- to-26-year-olds -- don't see value in Twitter, although they spend hours daily texting friends and communicating on social networks in real time, according to a study released Monday from the Participatory Marketing Network (PMN).

The study suggests that only 22% of Millennials use Twitter, the real-time microblogging site that allows posts of up to 140 characters. Of those young people who use Twitter, 85% said they follow friends, 54% follow celebrities, 29% follow family, and 29% follow companies. That's not great news for marketers and companies trying to reach this demographic through the site.

"Twitter has a problem on their hands if they want to become a long-term viable player," says Michael Della Penna, PMN co-founder and executive chairman. "Part of that communication of value must speak to Gen Y and show them the benefit of using Twitter."

Some might suggest that Millennials aren't the only ones who don't see the value in Twitter.

When asked about social networks, nearly all who participated in the survey revealed having an active profile on at least one site. Eighty-nine percent have downloaded an application to their profile page; 89%, photos; 53%, games; 51%, entertainment; 32%, news; and 29%, weather.

Mobile social networking is heating up for Millennials, too. Thirty-eight percent have an iPhone or iPod Touch. More than 50% have downloaded games; 35%, entertainment; 31%, lifestyle; 28% have downloaded free financial applications, and 7% have paid financial applications. More than one-quarter -- 26 percent -- indicated that they have not downloaded any.

PMN conducted the study in May 2009 with its research partner, the Lubin School of Business' Interactive and Direct Marketing (IDM) Lab at Pace University, by questioning 200 PMN panel members and consumers between the ages of 18-24.

Patients, physicians differ on which COPD Rx messages work for them

Source: ePharm5

The most influential chronic obstructive pulmonary disease (COPD) brand messages are those that highlight the maintenance of daily activities, ease of breathing, and reduction  of general symptoms. That's according to surveyed patients and physicians in Decision Resources' new report, Brand Perceptions in Chronic Obstructive Pulmonary Disease.

Patients and physicians differ in their perceptions about how quickly the drug works. Although surveyed physicians do not find messages promoting onset of action important, surveyed patients would respond well to a message highlighting fast relief, the report showed. The report is part of Decision Resources' Brand Perception Series, which analyzes physician and patient brand perception and message resonance. Series topics for 2009 include Brand Perceptions in COPD, Rheumatoid Arthritis, Osteoporosis, HIV, Multiple Sclerosis, and Non-Insulin Anti-Diabetics.

Pharmaceutical executives spend an extra 9 hours a month learning (and teaching) online

Source: MeetTheBoss

A study run by online business networking service www.MeettheBoss.com shows that pharmaceutical executives are spending an extra 9 hours a month online sharing their professional experiences and learning from their peers.

MeettheBoss surveyed 15,000 of its 200,000 executive members to understand more about what effect Web 2.0 has had on the business world.

The survey asked its executive users what direct value they gained from spending time running blogs, writing tweets and connecting with other executives on sites such as Linked-In, Xing, MeettheBoss, Ryze, Facebook and Twitter.

The answers revealed that the pharmaceutical executives proficient with online activities are spending an average of 9 hours more per month online than this time last year – and over 90% of respondents said they felt their time online was ‘very valuable’ to their daily role.

Professionals are rushing to the Web for immediate answers to their most pressing questions. “I find online business hugely beneficial,” says MeettheBoss member Oliver Bruns, Head of Polyurethanes at Bayer Material Sciences. “It allows me to create or join active discussions and get immediate answers and experiences from colleagues and like-minded professionals on a range of issues.”

Finding answers for your business is one thing, but most executives have spotted more ‘individual’ advantages to this new phenomenon.

“Everyone knows that building contacts in the industry can strengthen your career prospects, but sharing your knowledge with the world is a very effective personal branding exercise,” says Adam Burns, Editor-in-Chief of online business channel, MeettheBoss.TV.

Many thought leaders agree with him. John Earley, global head of lean and supply at AstraZeneca and Steve Dreamer, VP and head of engineering at Novartis, have all shared their expertise on the site.

“Sites like MeettheBoss are great networking and information platforms that aggregate all the information needed to start my working day,” says MeettheBoss member, Meredith Cole, Project Director at GlaxoSmithKline.

Though most of these executives agree there is no substitute for face-to-face networking, using social media tools correctly can bring substantial return on your time investment. You can become a thought leader in your niche environment overnight and even pull business to your door. The challenge is finding the best one for you.

For more information:
http://www.meettheboss.com

Yesterday's Tweets

A complete list of yesterday's tweets. Thanks for following. If you would like to follow, go to http://www.twitter.com/skypen.

• Facebook, cellphones, and energy meters nudging people to live healthier lives: tr.im/n0mC
• Hospitals Offer Wait Time Online and Via Text Messages: tr.im/n0pk
• Facebook, cellphones, and energy meters nudging people to live healthier lives: tr.im/n0mC
• Hospitals Offer Wait Time Online and Via Text Messages: tr.im/n0pk
• RT @shwen: RT @eyeonfda: Today's Eye on FDA Posting, Lessons Learned from Warning Letters, Part 3 bit.ly/aaTbI
• "How One Teacher Uses Twitter in the Classroom" (courtesy @PhilBaumann) tr.im/n7gE
• SKYNEWS: "Twitter Users Join Psychic Powers Study" (courtesy @danschawbel): tr.im/n7tA
• 7 Technologies Shaping the Future of Social Media (@mashable) tr.im/n7Cw
• Ad Age: "Need to Check Your Cholesterol? There Will Be an App for That"; Pharma Marketers, listen up: tr.im/n7H8

Hospitals Offer Wait Time Online and Via Text Messages

Patients Can See Emergency Room Wait Times From Home

POSTED: Friday, May 29, 2009
source: Click Orlando

A local hospital is offering a new program to let emergency room patients know how long the wait is before they get there.

Local HCA hospitals, like Central Florida Regional, Ocala, West Marion and Osceola, will offer their exact emergency room wait times on their Web sites.

"It’s all about time, especially in times of emergency and when you have to come to the emergency room, but now, thanks to new technology, you'll know what you're getting into before you ever wind up here," Florida Regional Hospital CEO Wendy Brandon said.

The service will help people with minor problems, like Julie Sumek, decide when to go to the emergency room.

"Years ago I was at a hospital where the wait was almost eight hours and that was something minor, and this has been great; I was in right away and I'm feeling much better than I had," Sumek said.

Brandon said wait times are important to the hospital's patients.

"The emergency department patients overwhelmingly tell us that what satisfies them is seeing a physician quickly and sometimes that even rates over getting an accurate diagnosis, believe it or not. We are very focused on diagnosis, but we heard that over and over again," Brandon said.

The software works by logging each patient individually, tracking him or her and updating every 30 minutes.

"If I think about it, I would use the Web site first," Sumek said.

Patients can also text 23000 with the word ER in the text body to find out the wait time from their cell phone. The service will prompt users for their zip code and respond with the wait time