January 5, 2012 » FDA & Social Media “Guidelines”

Lab Notes from the Innovation Lab
FDA & Social Media “Guidelines”
The FDA recently issued draft guidelines that impact how pharma can communicate in social media, but leaves many in the industry underwhelmed.
The FDA publicly recognizes the value of the Internet and social media—and pharma—in public health. This, while small, is a step in the right direction.
The

December 21, 2011 » You’ll Shoot Your Eye Out!

Even Santa tells Ralphie, “you’ll shoot your eye out” when he asks for a BB gun. Patients who research information and therapies may hear a similar message from their doctors, but this situation is unacceptable.Over the course of life, people tend to want things that aren’t necessarily in their best interest. Like in the case

August 26, 2011 » Facebook and Pharma: Some Continue to Love the One You’re With

Facebook recently implemented changes for pharma pages, forcing companies that have an unbranded disease or corporate page to allow users to comment on posts. Facebook did this to encourage an “authentic, engaging, two-way dialogue” for people and the companies they interact with on the social-networking site.

This new policy came into effect last week (Aug. 15),

March 7, 2011 » Making Brand Sites Work

Nearly all patients turn to health websites and online communities when researching medical conditions and therapies.  Patients appreciate these sites for credible, non-promotional information.  They value the connections and shared experiences of online communities.
Only about one in seven patients will visit a brand site when researching health information.  While this may be a disheartening statistic

February 28, 2011 » Using Social Media to Fast Track Market Research

Market research is key in preparing for product launches, relaunches or programs.  In an environment where all patients and caregivers can grab the ear of pharma marketers through social media, we should not overlook the value of social media monitoring as a research tool.
For brands and markets with an active social community (Read: nearly all),

January 10, 2011 » Online Video: Planning for Regulatory and Marketing Success

Integrating video in branded or disease education campaigns is an effective way to encourage patients, caregivers and healthcare professionals to engage and act. Eight out of ten Internet users in the U.S. view online video, and six out of ten pharma consumers indicate a demand for health videos. The ROI is concrete:

February 5, 2010 » YouTube Killed the Television Star

The audience for online video is proving itself insatiable, offering opportunities for sharing and connection on a global level previously unimaginable.

With viewers “tuning in” to watch video online, the consumption of broadcast content will continue to morph dramatically. Pepsi opted to skip advertising in the the most widely-viewed sports events to focus on social media efforts.