Pharma & Healthcare E-marketing Reading List

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

• 12 May 2010
  What is digital marketing? Not just another channel to market
  Article in InPharm by Mark Millar of PraeMedica, on why digital communication requires a different approach to traditional channels.
  

• 4 May 2010
  Paper - scissors - digital!
  Feature article on PMLive on implementing a digital strategy .
  

• 23 March 2010
  Finding you feet
  Feature article on PMLive on the threats and opportunities for pharma in a digital.
  

• 4 March 2010
  Surveys of Physicians and Electronic Health Information
  NEKM analysis of public trust and use of sources of health information online.
  

• 15 September 2009
  Digital continues to have impact on pharma says study
  Medical Marketing & Media reiews a study from Manhattan Research showing that US physicians spend 8 hours a week online for professional purposes.
  

• 6 August 2009
  Internet use among docs increases
  An article on US site Medical Marketing & Media reiewing a study from Manhattan Research showing that 87% of US physicians are interacting with drug and device companies online.
  

• 12 June 2009
  Presence, alignments and shared authenticity: Considering the new era of engagement between experts and the pharmaceutical industry
  Free text article in the Journal of Medical Marketing.
  

• 5 June 2009
  CME: From hard reality to virtual reality
  Free text article in the Journal of Medical Marketing discussing the growing importance of online CME.
  

• 20 Feb 2009
  Debunking Six Social Media Myths
  An article in BusinessWeek exposes 6 fallacies of marketing using blogs and social networking sites. These are: social media is cheep; anyone can do it; you can make a big splash in a short time; it can be done well in-house; if you do something great, people will find it; and you can't measure social media marketing.
  

• 21 Jan 2009
  Social network use spikes among doctors
  A new study by Manhattan Research shows that physicians are increasingly turning to professional social media sites to converse with their colleagues.
  

• 1 Dec 2008
  ePocrates survey of physician online trends
  ePocrates, the portable healthcare information provider, releases results of a US survey on online resources and their impact on patient care.
  

• Oct 2008
  How poor metrics undermine digital marketing
  The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it.
  McKinsey Quarterly
  

• 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 Physician’s 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.