Pharma & Healthcare E-marketing Reading List

Here’s our selection of articles and news items related to healthcare digital marketing

• 8 Oct 2008
  Physician Assistants Establish Online Presence
  Launched last week, Clinician 1 is a Facebook-style social networking site targeted to the 200,000 physician and nurse practitioners that prescribe drugs in all 50 states. An opportunity for Pharma to target this group?
  

• 8 Oct 2008
  Shire Receives Warning For YouTube Video
  New media are subject to regulation just as traditional media. No distinct guidelines exist as yet.
  

• 1 Oct, 2008
  What Physicians Want: Sermo survey 2008
  A new survey conducted on the physicians’ social website Sermo identifies what physicians want from pharma marketers and shows opportunities for digital Med Ed.
  

• 9 April, 2008
  Docs Give A’s for E-promos
  A new study by Verispan shows that doctors like e-promotion and expect to take part increasingly in the future.
  

• 7 Jan, 2008
  Not all marketing channels are created equal
  An editorial on how digital can help pharma marketers overcome some of the current challenges and re-engage with their customers
  

• 1 July, 2008
  ePharma Physician® v8.0 Study:Top Online Journals among U.S. Physicians
  The New England Journal of Medicine and American Family Physician rank as top online medical journals among U.S. primary care physicians, according to the just released ePharma Physician® v8.0 by pharmaceutical and healthcare market research company Manhattan Research.
  

• 27 June, 2008
  Are you too detail-oriented?
  A new TNS survey of US and EU physicians shows that pharma is doing well in some areas but with only 40% of doctors rating internet services as “valuable”, there is room for improvement.
  

• 9 July, 2008
  Online Reviews Sway Shoppers
  eMarketer summarises research showing that online consumer reviews play a big part in decision-making. “How does this relate to pharma?” Well, pharma companies have long recognized the benefits of opinion leaders at live meetings. But are we maximizing the influence that our opinion leaders could yield online? From social (web 2.0) platforms to lecture webcasts, there are opportunities to extend beyond the traditional venues.
  

• 10 July, 2008
  J&J Goes From Boob Tube to YouTube
  Johnson & Johnson launches its own YouTube channel
  

• 11 Sept, 2007
  Prescribing Online Pharma Marketing
  Majority of DTC Sites Lack Features That Are Standard in Other Industries
  

• 12 Sept, 2008
  Patient health sites are in great shape
  According to recent data by Comscore, patient information websites are seeing huge growth rates. Online communities and social media have driven growth far beyond that of the Internet overall.