Tuesday, February 5, 2008

marketing overdose

Do you have symptoms of MDD ? Probably we all have ! I need this drug. I believe in this advert. Well, I cant really tell you is it real campaign or real company and drug before I got on google.

So get few seconds and go check this very interesting website http://www.marketingoverdose.org/. I have to say that this is a strong message to all players, including pharma, patient and doctors. And we (partners of pharma marketing divisions) need to clearly stand against unreasonably actions. I cant really find any this kind of funny campaign in poland, but when i saw a first point of 'marketing strategy' in this movie I found it quite familiar. Brrr.

Thats why I think e-marketing, and e-education is more and more safe for pharma business and right way of communication. Web 2.0, communities and open editorial boards are the key to success. I believe, that doctors are ashame of interaction with bad marketing manners, and are looking forward for occasions to participating in scientific programs and pro-patient programs. They are open for help from therapuety guided solutions (e.g. mobile application from activeweb).

So please check this video and share it.

Marketing Overdose is a campaign organised by Consumers International. Quite good campaign !

pharma emarketing after jupiter report

According to the Jupiter Research study, among the physician community connected to the internet, over 63 percent were engaged in the various pharma sponsored marketing programs including online detailing, compared to 53 percent of the unconnected physician population.

jupiterresearch has found that a significant opportunity exists for pharmaceutical marketers targeting physicians.

Connected online physicians who perform social activity in a work context in general are more engaged with and responsive to online pharma marketing than are unconnected online physicians, signaling an important target segment for marketers," explained Lead Analyst Monique Levy, Senior Analyst for JupiterResearch. "Marketers must promote word-of-mouth tactics and explore partnerships with professional networks to leverage this growing trend.

This is very important study for our key partners (pharma business) and we believe that polish doctors are similar to german or english one. And I wish to agree with David Schatsky, that internet, online communities are becoming more and more important in marketing plans for pharma product managers. For the last 10 days I have had more then 8 very interesting discussions with top pharma managers about reaching this possibilities.

Of course, we have to be careful in not spending to much while the interactive companies like activeweb are still trying to find out the right balance between content, education and entertainment. But what is most important, we have all the blocks - network of well known websites for doctors, tv crew and channels, ecme content and systems, cms systems, identyfication system for doctors (beta.medpass.pl).

Please take a look at this post with more interesting information from 2007.

Friday, February 1, 2008

Communities gets serious

Recently google shows Social Graph API. We already know what we can find out on the internet concerning people connections, but FOAF or XFN are becoming more and more standard. Great.

So Activeweb works hard on a next generation tool revolution in health. We strongly recommend this form of linking - called social links.

If you are interested in openID in medicine, please check http://beta.medpass.pl for our doctors identification system.

You will find more on here.