Pharma Marketing Blog: The Year 2013 in Images

THE YEAR 2013 IN IMAGES
T H E S E A R E M Y FA V O R I T E I M A G E S T H AT A P P E A R E D I N
PHARMA MARKETING BLOG POSTS MADE IN 2013

LIPITOR & PLAVIX: THE LAST OF THE SMALL
MOLECULE BEST SELLERS?
The products in the Forbes list of
“Best Selling Drugs of All Time”
that are best positioned to record
an increase in peak annual sales
over the next five years are
biologics.
Humira, Enbrel, Rituxan, Herceptin
and Lantus being the chief
candidates.
Posted January 28, 2013.
http://bit.ly/PMBalbum012813

Pharma Marketing Blog 2013: The Year in Images

2013. Pharma Marketing Network. All rights reserved.

ELUSIVE UNIVERSAL FLU VACCINE
I once made a living building molecular
models of complex proteins for life science
researchers. One such model was of the
influenza flu coat protein, which I built for
Dr. Ian Wilson, who is now Chairman of the
Department of Integrative Structural and
Computational Biology at The Skaggs
Institute for Chemical Biology, which is part
of the Scripps Research Institute. The
model is currently on display in the lobby
of the Institute.
The model looks as if it were built yesterday! Kudos to Scripps for the excellent
maintenance.
Posted January 29, 2013.

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GSK: THE CLAES OLDENBURG OF PHARMA
GSK launched a recycling program
that includes an “Oldenburgesque”
large-scale sculpture of a mundane
object—a metered dose inhaler!
Here it is in London’s Victoria
Station.
Posted February 11, 2013.

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AN ANTI-DTC CROSSWORD PUZZLE
The theme of this Newsday crossword puzzle was an anti direct-toconsumer (DTC) TV ad quip:
“ASK YOUR DOCTOR IF TAKING
MEDICAL ADVICE FROM A TV AD
IS RIGHT FOR YOU”
This is a take-off of the call to
action of every DTC TV ad;
i.e., “Ask Your Doctor if [INSERT
BRAND NAME DRUG HERE] is right
for you.”
http://bit.ly/PMBalbum021513A

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NOVARTIS PRESERVES VASELLA IN ASPIC
Novartis reached a deal to retain
former CEO Vasella as a paid consultant restrained from working for
competitors for a number of years.
“After 17 years in charge,” said the
Financial Times, “there is little more
he can offer Novartis. His wealth of
experience would be better employed advising start-ups and on new
drug development. Instead, it will be
preserved in aspic inside Novartis.”
I thought the “preserved in aspic”
comment deserved a visual
rendering.

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LAZY IT “NAZIS” THWART IPAD USE BY SALES REPS
During a roundtable discussion at a
Sample Management and Mobile Sales
conference, I heard from some pharma
people about the “limitations” of iPad
use by sales reps.
One person mentioned that her IT
people took away all the iPads from
reps and replaced them with MS
Surface Tablets so that reps can use MS
Excel and Word desktop appli-cations
without switching to a laptop.

Someone at the table called this “The
Excel Spreadsheet Hurdle.”
Posted March 20, 2013.

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IS THIS THE TYPICAL MOBILE HEALTH APP
DEVELOPER HIRED BY PHARMA?
The availability of so many mobile
health apps and the low economic
and technical barriers to entry in
this market begs the question:
Who is the typical mobile Health
App Developer?
The closest I could come to the
answer to that question is this
graphic in an article published in
the Wall Street Journal.
Posted March 28, 2013.

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DIGITAL AD SPENDING DOWN ONE-THIRD!
Nielsen data indicate that the overall
decline in DTC spending in 2012 was
11-12% compared to 2011.
Meanwhile, TV ad spending decreased 10% whereas Internet
display ad spending (excluding
search) decreased 33%!
Internet measured media spending
is only 2% of the total. This is a
number that hasn't changed much
since 2000 when I started tracking it.
Posted April 2, 2013.

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DTC DOWN THE DRAIN
“Direct-to-consumer advertising, as
we’ve known it, at least, is not the be-all
and end-all of marketing prescription
drugs to patients anymore,” said
Matthew Arnold in an MM&M report
with the provocative title “DTC Drain.”
Yes, and the spending trend shows it. DTC
ad spending decreased 12% in 2012
compared to 2011.

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PHARMA SALES JOBS TAKE A(NOTHER)
TUMBLE!
Jack vs. Jill, Two Different Kinds of Pharma Sales Reps
Jack, the traditional pharma sales rep, drove his
Ford Taurus all around town,
To detail and distribute free samples to his
physician clients.
Jack banged his head against a doc’s door and
broke his crown,
Because physicians would not let him in to see
and feed them.
Meanwhile, Jill the virtual pharma sales rep,
opened her iPad,
To Skype & email her physician clients and offer
them free sample coupons.
She “visited” many docs this way, made a bundle,
and was glad,
Because busy physicians prefer to get drug info &
samples "virtually.”

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THE FDA DIRECTOR MAN
WHO CRIED “SOON!”
There once was an FDA-OPDP Director man
who was besieged whenever he spoke to
conference attendees and the press. “When
will you publish the social media guidance
you promised?”, he was asked. To save
himself from further shame he took a great
breath and sang out, "Soon! Soon! The
social media guidance is coming … soon!”
The pharma social media hopefuls &
pundits & consultants came running up the
Hill to visit the Director man to drive all
doubt away. But when they arrived at the
Hill, they found no guidance. The Director
man laughed at the sight of their angry
faces.



NOVARTIS WINES—ER, BEERS—AND DINES
DOCS AT HOOTERS!



MOST PHYSICIANS AGREE THAT DTC ADVERTISING
LEADS TO INAPPROPRIATE PRESCRIBING
A snap poll of 104 physicians
by CMI/Compas revealed that
nearly two-thirds of both
primary care and specialty
physicians agree (20% strongly;
45% somewhat) that DTC
pharmaceutical advertising
leads to inappropriate prescribing.
Posted May 2, 2013.

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WAS 2013 THE YEAR OF “DIGITAL PHARMA”
(FOR HCP PROMOTION)?
Forecasters predicted that Healthcare
Professional (HCP) MEASURED MEDIA
digital spending by pharma will equal
that of print in 2013.
Digital promotion is only 5.2% of the
$17 billion total spent on HCP
promotion (including detailing). This
means that the U.S. pharma
industry, which spends nearly $1 billion
on professional digital promotion, has a
long way to go before it reaches “digital
maturity” on a par with other
industries. I estimate that “par” to be
20%.
Posted May 21, 2013.
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PHARMAGUY EU TOUR 2013:
THE INFOGRAPHIC
This infographic was
created as I was making
my “Overcoming
Pharma's Social Media &
Mobile Challenges”
presentation at Bayer
Healthcare’ HQ in Berlin
as part of the HealthCare
Grants4Apps™ program.

Posted June 19, 2013. http://bit.ly/PMBalbum061813

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GRADUATION DAY AT THE ROCHE DIGITAL
ACADEMY

I was a guest “lecturer” at the Academy in June and received the Academy’s 2013 Award
for “Performance in Excellence in Social Media Regulatory Management.”
Posted July 3, 2013. http://bit.ly/PMBalbum070313
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THE “PHARMA DIGITAL HYPE CYCLE”
Lately, several major pharma companies have initiated programs to
identify, reward, and work with
innovative technology companies, and
to increase the digital “smarts” of their
employees via structured educational
activities.
Is pharma on the path to benefiting
from all this technology being
developed by innovative companies?
I modified the “Gartner Hype Cycle”
graph to illustrate where I believe
pharma is today. My version is called
the “Pharma Digital Hype Cycle.”
Posted July 19, 2013.

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FANS & BANANAS: VIAGRA ADS IN JAPAN
As reported by
RocketNews24, hand-held fans
like these—emblazoned with
commercial messages and
logos—are popular in Japan
when it gets hot.
Personally, I'd rather die of
heat exhaustion than use
these fans in public! (although
I'd love to get my hands on
one :-).

Posted July 29, 2013. http://bit.ly/PMBalbum072913

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PHYSICIANS ARE POWERLESS PAWNS OF
PHARMA PSYCHOLOGY
According to Harvard and Georgetown
University ethicists and
academics, “pharmaceutical and medical
device companies apply social psychology to
influence physicians’ prescribing behavior
and decision-making.”
“Physicians fail to recognize their vulnerability to commercial influences due to selfserving bias, rationalization, and cognitive
dissonance,” claim the authors.
Moreover, the authors claim that
“professionalism offers little protection;
even the most con-scious and genuine
commitment to ethical behavior cannot
eliminate unintentional, subconscious bias.”
Posted August 17, 2013.
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BARCELONA, CATALONIA, AND GLOBAL
PHARMAGUY
Many Catalonians want independence from
Spain. While attending the 3rd Annual Pharma
eMarketing Congress in Barcelona, Spain, I
joined the September 11 “Human Chain”
demonstration in the Plaça d'Espanya just prior
to 17:14, which symbolizes the year 1714 when
King Philip V abolished the Generalitat after the
War of the Spanish Succession.
Does that mean I support the independence of
Catalonia? I'm not sure. I was there because it
was an event not to be missed and why not
take part rather than just observe? It's what a
true proponent of social media would do and
since there was no “counter” demonstrators, I
joined the line.
Posted September 17, 2013.
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JUST AS I SUSPECTED: PHARMA COMPANIES
SET UP GOOGLE+ GHOST TOWNS
Eye On FDA's Mark Senak is
keeping tabs on pharma’s social
media assets. With regard to
Google+, Senak notes that there
are 79 Google+ pages in his
database that are sponsored by
pharma companies. Of these, 31
have no followers at all and 23
are inactive.
Posted October 29, 2013.
http://bit.ly/pgdaily102913-3

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FDA’S BADAD CE PROGRAM
I completed FDA’s BadAd
online course for healthcare
professionals who can earn
Continuing Education (CE)
credits while learning how to
identify potentially untruthful
or misleading drug ads and
promotional materials. The
course is offered on Medscape.
Although I don't get any CE
credits—I only pretend to be a
doctor on Medscape—I did get
a nice Certificate of Completion
at the end of the course.
Posted October 29, 2013.
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J&J JOINS PHARMAGUY’S CRIMINAL & CIVIL
SETTLEMENT PLANETARY SYSTEM
Johnson and Johnson agreed to
pay $5.3 Billion in fines and
settlement fees, which may
represent as much as one-third
of J&J's annual profits!
The Pharmaguy “Pharma
Criminal & Civil Settlement
Planetary System” poster was
updated to illustrate the seven
highest multi-million/billion
dollar settlements that drug
companies have agreed to pay
federal and state authorities
for inappropriately, and in
some cases illegally, promoting
prescription drugs.
Posted November 13, 2013.
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PHARMA TV ADS SHOULDN’T DROP THE
“F BOMB,” SAYS EXPERT. I DISAGREE.
Fearing that mentioning a list
of “really bad potential side
effects” in TV DTC ads turns
consumers off, blogger Richard
Meyer offered this advice: “If
your product has fair balance
that includes the word ‘fatal’
think about the channel you’re
using.”
Using urban slang, Meyer's
advice to pharma marketers
might be summed up as: Do
not use the “F (fatal) Bomb” in
TV ads.
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FDA AXES MARKETING OF 23ANDME’S
“SPIT FOR CANCER” KIT
The FDA sent a WARNING letter
to the CEO of 23andMe saying
the company illegally marketed
its 23andMe Saliva Collection Kit
and Personal Genome Service.
Genentech teamed up with
23andMe—a personal genetics
firm—to collect spit from
volunteers to find out why
people respond differently to
Avastin, which is Genentech's
expensive (up to $100,000 per
year per patient) drug for the
treatment of metastatic
colorectal cancer, among others.
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PHRMA SAYS THROW UNUSED DRUGS IN
HOUSEHOLD TRASH
The pharmaceutical industry is
challenging local governments
over ordinances that require
drug makers to cover the cost
of prescription drug “take
back” disposal programs.
Through its “SMARxT Disposal
Program,” PhRMA is “educating” consumers and urging
them to discard unused pills
with “normal household trash”
and let Waste Management or
some other trash disposal company dispose of it in landfills or
wherever.
Posted December 4, 2013.
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MY MAN IN MILAN

You have to be a big guy or gal in the pharma social media arena to wear the shirt off my
back. Davide Bottalico, MD, Digital Marketing Manager at Roche, Italy, fits the bill as is
obvious from this photo taken at the IAB Forum 2013 Milano.
Posted December 6, 2013. http://bit.ly/PMBalbum120613
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BEING TOO “PATIENT-CENTRIC”: SPYING ON
PATIENTS ON SOCIAL MEDIA
“Patient-Centricity” seems to
be an overused buzzword
among pharma marketers
these days.
Using “publicly available information,” it is possible to find
and track conversations of
individual patients on Twitter
and Facebook using Big Data
analytics.
Now that would be patientcentric—maybe TOO patientcentric.
Posted December 11, 2013.
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WISHING YOU A HAPPY NEW YEAR!

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Pharma Marketing Blog: The Year 2013 in Images

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