your guide to new media marketing
What’s All the (Google) Buzz About? Follow them on Twitter!
Google program aggregates your favorite social media content
Jay Baer – “Hype-free social media
strategist and tequila lover. I write a
t’s been over a month now since the inception of Google Buzz (www.google.com/buzz),
blog marketers seem to like. I live in
and like anything new in the social media world, especially anything new created by Google,
the forest and review restaurants.”
the initial hype and eagerness to access the new tool has been offset by the subsequent
criticisms. Google Buzz was released little by little to Gmail users, and those who tried the
service soon found out that the privacy settings left much to be desired. In fact, initially, Google Manhattan Research – “Manhattan
Buzz automatically connected new users to their Gmail contacts and publicly displayed this Research is a leading market research
information to other users. Think about this from a medical community standpoint: doctors and advisory firm for pharmaceutical
who had patients as contacts were displaying that information publicly just by activating the and healthcare companies.”
service. I’m sure it doesn’t take much pondering to understand what kind of concerns could http://twitter.com/manhattanresearch
be raised by this. Luckily, the privacy flaw was called to Google’s attention early, and Google
worked to fix it by offering Buzz users the ability to manually select connections. PhARMA Cover Wraps – “CoverWrap
But privacy concerns aside, what exactly does Google Buzz have to offer? Glad you asked. Communications LLC provides
An article on CNN (http://bit.ly/anX92U) by Mashable (www.mashable.com) targeted magazine cover wrap
founder and CEO Pete Cashmore contains an analogy that readers will find help- solutions to PhARMA advertisers and
ful for putting into perspective Google Buzz’s presence in the social media realm. ad agencies on leading magazines in
Cashmore likens Facebook to a local bar where friends interact with their friends and essen- US waiting rooms.”
tially disregard everyone else. Twitter, on the other hand, is compared to a town square, where, http://twitter.com/Point_of_Care
in addition to friends, users can also interact with vendors and celebrities. Buzz is similar to
Twitter but different in that everyone involved in a threaded conversation is notified when new PharmaMarketer – “The
replies are made. Buzz also eliminates the pictures of faces you might see beside a Twitter pro- creative gallery of pharmaceutical
file, keeping it somewhat less personal. (Perhaps because of the way Buzz was burned by the advertisements.” http://twitter.com/
aforementioned privacy concerns?) But if we already have a local bar and a town square, then Pharmarketer
what exactly does Buzz represent? Cashmore says that he’s been told it represents a campus,
and that sits just fine with him. Social Media Intern – Social
As the rough edges of this new social networking tool are rounded off, expect to hear more Media Intern fights a never ending
from professionals who have set up the service to their advantage; when that happens, it will battle for pharma social media
be reported here. In the meantime, check out some of the applications that are being designed authenticity, transparency, and the
to spur the process at http://buzzaware.com. ePharmaPioneer way!
Another New Word Follow these selected Twitter
accounts, then go to http://tinyurl.
Courtesy of the Twitter com/yej23qj and download the
Madness: Twitterviews Twitter Cheat Sheet – it’ll bring you
up to speed with Twitter commands,
Check out insights from social media search parameters, terms, resources,
experts in 140-character spurts directories, and more.
Jay Baer is a social media consultant who runs the blog Convince & Convert. One of the key: beginner
features he regularly produces are what he has dubbed “Twitterviews” – interviews with social
media experts in 140-word spurts on Twitter. He’s done a nice job putting these together intermediate
and has recently produced both an eBook and a website where you can view his 20 best
Twitterviews. So, do yourself a favor, and go over to www.twitter20.com expert
Volume 2, Issue 2 For ideas, comments, and suggestions please contact us at avatar @mdng.com
BlackBerry Caters to the Pharma Industry WebMD Launches
Make sure you are using the tools at your fingertips Moderated Social
PDF file “Blackberry in the Pharmaceutical
Industry” (http://bit.ly/9w7gO8). This New network may create
document outlines some of the useful ways advertising opportunities
that pharma industry professionals can
use their BlackBerry, including accessing WebMD Health Corp. recently announced
and updating client details, managing the launch of Health Exchange, a new social
appointments, monitoring stock levels and networking platform for those interested in
pricing information of drugs, and much more. discussing health-related topics. The move
It’s worth a look to see what the phone offers; makes sense for a company that boasts 60
with that in mind, here are a couple of must- million monthly users.
have apps for your BlackBerry, which will Now, all of these people will have a
help you be more productive during “dead chance to interact with one another, as
time” such as taxi rides, between meetings, well as with experts from Duke Medicine,
or when waiting for a client. the National Health Council, the National
Osteoporosis Foundation, the American
Documents To Go – This program, which Gastroenterological Association, the North
comes preloaded on some BlackBerry models, American Menopause Society, and the
is the main program for reading Word, Excel, American Veterinary Medical Association.
and PowerPoint documents. The premium Wayne Gattinella, president and CEO
version includes more features, such as editing, of WebMD, has high expectations for the
composing, and formatting paragraphs. Users new offering and hopes that users will
can opt for a yearly premium subscription for benefit by discussing personal challenges
$50 or a lifetime license for $70. and providing support to one another.
What kind of opportunities does
n a world dominated by Apple WorldMateLive – If you travel a lot for work, WebMD Health Exchange offer for
promotions, the BlackBerry is still the WorldMateLive (www.worldmate.com/ marketing professionals? Well, it looks
choice of many professionals. One reason blackberry) is a must-have application. You can like WebMD’s health exchange will allow
this smartphone works particularly well for search for flights, get alerts on flight status, book options for third-party sponsors to create
pharma brand managers is that BlackBerry the best hotel deals, find restaurants, check the branded exchanges and host discussions
has specifically targeted the pharma industry local weather, and much more. on specific health topics. Given the large
with useful tools and applications—go to the network of WebMD users, this kind
“Solutions” section (http://na.blackberry. There are many more BlackBerry applications of functionality could be a gold mine.
com/eng/solutions) on the BlackBerry website that can help you effectively manage your Check it out at http://bit.ly/9ZHOEE
and click on the “Pharmaceutical” subsection time. Check out a comprehensive list of and let us know if you’ll be using Health
(http://na.blackberry.com/solutions/industry/ applications at http://na.blackberry.com/eng/ Exchange. And, as always, stay tuned for
pharmaceutical). Users who visit the services/appworld and stay tuned for a future future Avatar coverage as this new social
BlackBerry site will also find a link to the Avatar update on the best iPhone apps. network evolves.
The Social Media Intern Aims to Make
a Mockery of You
New website focuses on pharma’s social media blunders
A new superhero villain has hit the Internet in the form of the Social Media Intern. This
new persona aims “to find pharma social media ‘dummies’ who launch social media
campaigns without thinking!” The Social Media Intern’s Twitter account (http://twitter.
com/SM_intern) and website (www.epharmapioneers.com) will be used to call attention to
failed attempts at leveraging social media in the pharmaceutical industry. Both the Twitter
account and website are so new that there aren’t any examples of this as of mid-March,
but that will surely change soon. Do yourself a favor and keep an eye on the Social Media
Intern, and be sure not to get caught in the crossfire!
PhRMA Releases Statement Calling for Introductory warning information. This
information could be something universal and
FDA Guidance in Social Media Realm as simple as is suggested in the release: “All
Industry and healthcare consumers alike would benefit drugs have risks.” This copy would link to risk
and benefit information.
harmaceutical Research and social media tools, and now there need to Allow microblogging for newsworthy
Manufacturers of America (PhRMA) be rules and regulations enforced so that regulatory events. The release is a bit vague on
Senior Vice President David E. patients can differentiate between reli-able this suggestion, but the point is that agencies
Wheadon recently released a statement calling and unreliable medical information. PhRMA should be allowed to use Twitter to disseminate
for the FDA to “issue new guidance detailing is seeking the following: information in a responsible manner. How
how biopharmaceutical research companies A universal symbol indicating the site/ exactly the FDA would be able to monitor
may use social media to help patients and content is FDA-regulated. The statement this effectively has yet to be determined, but
to improve public health; the guidance suggests that “the use of the FDA’s own logo it’s clear that pharma companies would like to
eventually could be adopted as regulations.” or other FDA-approved symbol would shine be able to discuss their products and company
The FDA’s two-day public meeting on social a brighter spotlight on official Web sites of information on Twitter.
media’s role in drug promotion this past FDA-approved medical products containing Read the entire transcript of the release
November stressed the influence and reach reliable and comprehensive information and join in the discussion at http://bit.ly/
of social networking sites, blogs, and other about medicines’ benefits and risks.” bXHHPo.
How to Monitor Your Social Media Presence in 10 Minutes a Day
As this webinar explains, “monitoring your business’ social media presence is incredibly important.” You need to respond to people talking
about your brand and understand how people view your company. One of the main barriers to successfully monitoring your business’
presence is the common conception that it takes too much time; however, this webinar focuses on setting up a regular routine that will make
this process hassle-free. Specific topics covered include “how to listen and discover real-time, relevant social media conversations through
Twitter, Facebook or Google Alerts; engage in active dialogue by tracking comments or answering questions on LinkedIn or other answer
services; and measure the effectiveness of your daily social media interactions.” Download the archived webinar at http://bit.ly/d4k50k.
The Discussions You Should Be Avidly Following on Twitter
Stay ahead of the curve with some help
If you haven’t been following them already, it’s time to dedicate some time to researching the #hcsm
and #hcsmeu hashtag discussions on Twitter. Both are dedicated to the ongoing discussion of
Healthcare Communications & Social Media, with the second hashtag focusing specifically on this
topic as it applies to Europe.
The purpose of these weekly discussions is to discuss communication and marketing practices
employed by healthcare organizations, including use of social media. The #hcsm discussion takes
place every Sunday evening from 9:00-10:00pm EST and the #hcsmeu discussion is held every Friday
at 1:00pm CET time. If you’re involved in healthcare, and you use social media, these discussions are
an absolute must. For those who cannot make the live discussions, there are websites dedicated to
archiving all the information.
For more info on the #hcsm weekly discussion, head over to the official website at www.
For more info on the #hcsmeu discussion, head over to the official website at http://hcsmeu.com.
Mark Your Calendar Watch: Pharma’s First Branded Tweet
(Part 1 of 3)
Way back when, Avatar covered the “tweet heard round
the world,” when Novo Nordisk enlisted the help of racecar driver
Charlie Kimball to tweet on behalf of the pharmaceutical company.
In this video from the e-Patient Connections Conference, held in
October 2009 in Philadelphia, Kevin Kruse and Ambre Morley of
Novo Nordisk and Kimball discuss Twitter and branded tweets.
Check it out at http://bit.ly/bvsP76.
Listen: How your brand can START to
leverage social media
Brand Fast-Trackers produces regular podcasts dedicated
to helping you build a stronger brand. In this episode, Jason Falls,
9th Annual Forum on eMarketing for a leading educator and thinker in social media and public relations,
shares his key insights on leveraging social media for your brand.
Project Portfolio Management in Pharma Check it out at http://bit.ly/xJix.
When: April 22-23
Where: Millennium Bostonian Hotel; Boston, MA
What: “Current trends in escalating R&D expenditure and Learn: Slides: Four Social Media Trends for
decreasing productivity levels have put increased pressure on Business in 2010
managing the portfolio in order to maximize revenues. Achieving the Jeremiah Owyang of the Altimeter Group presents this
goal of maximized asset base, extending lifecycles, optimal resource slideshow that focuses on how companies “must develop a business
allocation, and creating satisfying ROI thru affective prioritization strategy based on customer understanding, put the baseline
of project portfolio, has become essential in order to maintain a resources in place to get ready [to] deliver a holistic experience
competitive edge and to survive in this challenging period. Thus, to customers –and [to] build advocacy programs and anticipate
efficient project portfolio management guides pharmaceutical customer need.” Check it out at http://bit.ly/5898Mc.
companies through periods of slow growth and deliver shareholder
confidence in potential future development.” Read more about the
conference and register at http://bit.ly/6AU4ou.
PharmaMarketing Summit 2010
When: May 10-12
Where: Doral Golf Resort & Spa; Miami, FL
What: The PharmaMarketing Summit “offers the perfect
setting for sponsors to present their products and services
directly to key decision makers from North America’s
leading pharmaceutical companies. Over three days, solution
providers will meet and interact with senior level marketing
executives, through a number of one-on-one meetings and many
networking activities. In addition, strategic summit sessions
led by some of the most prominent thinkers and practitioners
will discuss the current challenges and opportunities within the
sector.” Read more about the conference and register at www.
HCPLive is the pre-eminent online source for physicians and other
healthcare professionals who are looking for information, tools, and
techniques to improve patient care.