Healthcare communications and marketing news and information

Comments as requested on twitter -

Too much flowery language and jargon. For instance- like “Waiting for Godot?” - too esoteric. "bear fruit"

Would try to simplify and clarify. Don't make ppl guess about your point.

my $.02

Anonymous:

Thanks for your comment. Your point re: language is well-taken, but I tend to be very clear and on-point in my talks. Right now, I'm looking for input on the questions I asked. Do you have any thoughts on the issues I raised?

It's going to be a huge cultural shift for pharma companies to embrace transparency and two-way communication. I think some nimble smaller companies and maybe some progressive mid-sized companies may be able to bake it in quicker (company-wide), but most will need to make starts like J&J (a corporate blog) with a socially-engaged PERSON (like Marc Monseau) helping create a new environment. I'd love to see pharmas also pick one product or therapeutic area to begin experimenting with more open communication with the marketplace.

However, creating the shift on a wider basis is also going to involve getting people up and down the organization involved in social media - as people - before they really try to approach the marketing aspect.

Transparency is fine as long as it serves a business purpose or at least does not interfere with shareholder value creation.

My firm was approached by HBO who was working on a documentary on Alzheimer's disease to film our management as they learned about the results of our Phase 3 trial. This was a material event (and the results were disclosed on the next business day), but having the cameras there may give people a better understanding of the drug development process--and its risks. The organization was being transparent in its willingness to share this experience.

MayoClinic has been pushing social media in the health space and because of its size has been somewhat transparent about what they want folks inside the organization to do (and to understand) vis a vis social media. You might look at some of their stuff on twitter.

In my mind social media within pharam is a double edge sword. It offers huge benefits within education and learning. At the same time it can become a shinny toy that is misused, abused, and poorly managed.

I would like to see social media extend learning post live CME activities. It is well documented that a one time educational activity does not uniformly change behavior and improve outcomes. Using social media in a closed system of learning gathered around learners seeking to find solutions to common clinical problems will benefit the education and training of those learners. It can gather learner data, expand training, foster reflection, and help physician share common experiences as part of learning. Social/text based mobile media can become communities of practice but, only when linked to an activity or web based case driven education that is based on learner needs and clinical problems.

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