THE Pharmaceutical Marketing Event - Sep 19-21, 2007

[JohnMack]

THE Pharmaceutical Marketing Event
Understand Customer Groups | Transform Marketing Relationships
September 19 - 21, 2007 * Philadelphia, PA
For more information or to register, please visit the conference website.

[JohnMack]

On Wednesday, September 19, 2007, (11:30 AM) I will present my views on the trials and tribulations of pharmaceutical company use of Web 2.0 tools for marketing. The presentation, which will be given at the The Pharmaceutical Marketing Event, is entitled "YouPharma: A Brave New World for Pharma Marketing." Here's the synopsis:

Guidelines for the Web 2.0 Era
YouPharma: A Brave New World for Pharma Marketing

It's not news to anyone that spending on DTC advertising and physician promotion is increasing, yet the return on these investments (ROI) is declining. A new approach to the way forward in pharma marketing is actively being pursued by pharmaceutical marketers and their ad agencies. This approach embraces “social networking” and other so-called “Web 2.0” technology, which is exemplified most notably in the non-pharma arena by YouTube and MySpace.

This trend could usher in a Brave New World of pharmaceutical marketing. Indeed, it will require a brave new pharmaceutical marketer to enter these uncharted waters teeming with public opinion mine fields and regulatory shoals.

Lack of regulatory guidance specific to online marketing should not hold the industry back from dipping its toes in the water. Just as PhRMA has developed guidelines for TV and print DTC, the industry should develop a coherent road map to guide its way through the brave new “YouPharma” world. This presentation will offer some starting points towards that goal.

* Where are the Web 2.0 mine fields?
* Evaluating Risk vs. Impact of various tactics
* Rules of Engagement (e.g., "Open Healthcare Manifesto")

I've written about this topic on Pharma Marketing Blog (click here) and in Pharma Marketing News (see "YouPharma: New Rules for Pharma Marketing and Social Media"). Since then, the industry has moved forward and there are several case studies I can talk about.

I invite you to provide input on this topic, especially if you can lead me to sosme social networking sites run by or for pharmaceutical companies.

[JohnMack]

After years of advising pharmaceutical marketers to avoid shady online practices, especially when using Web 2.0 tools, I have decided that my presentations, blog postings, and articles are falling on deaf ears.

What marketers really want to know is how to get away with it -- how to flawlessly perform the "Tricks of the Trade" as they say.

To satisfy that need, I am developing the

"Compendium of Web 2.0 Tricks for the Pharmaceutical Marketer: Secrets of the Masters Revealed. Everything that You Can Get Away With and Nothing that You Can’t Get Away With!"

This compendium will be available in October, 2007.

Meanwhile, I invite everyone to attend my presentation on this topic at the

THE Pharmaceutical Marketing Event on Ÿ September 19, 2007 in Philadelphia, PA

This presentation will give precise instructions on how to perform the following tricks:

• Trick #1: Google "BAdwords"
• Trick #2: Posing as a Consumer on Social Networks
• Trick #3: Wikipedia Sleight-of-Hand Edit
• Trick #4: YouTube "Consumer-Generated" Video

If you cannot attend my presentation in person at 11:30 AM during the aforementioned event, you will be able to download my presentation afterward -- available only to subscribers of Pharma Marketing News. If you are not already a subscriber, SUBSCRIBE ONLINE NOW! It's FREE!

Or you can purchase the Compendium, which will include the secrets for performing these tricks and others. It will also include background collected from posts to Pharma Markerting Blog and articles published in Pharma Marketing News.

Or you can listen to the following podcast:

Gaming Web 2.0 Sites, Bad Google Adwords, Wiki Edits, Phony Meta Tags, and Other Ways to Get Around the Rules in Online Marketing.

• Guest: Jeffrey Light, Chairman, Patients not Patents, Inc.
• Live Podcast Date: Thursday, September 6, 2007, 2 PM Eastern US time
• Listen Live (or to the audio archive after the show) via the Pharma Marketing Talk Channel page.

DISCLAIMER
The "tricks of the trade" revealed in this presentation and compendium are for your entertainment only. DO NOT try these tricks at home or in your office without proper instructions!

You hereby acknowledge that any reliance upon any tricks or information herein shall be at your sole risk. The author reserves the right, at his sole discretion and without any obligation, to make improvements to, or correct any error or omissions in any portion of this presentation.

The tricks and information herein is provided by the author on an "as is" basis, and the author expressly disclaims any and all warranties, express or implied, including without limitation warranties of merchantability and fitness for a particular purpose, with respect to the tricks or the information herein. In no event shall the author be liable for any direct, indirect, incidental, punitive, or consequential damages of any kind whatsoever with respect to the “tricks” or the information herein.