Issue 11.04: 19 April 2012

[JohnMack]

What's Your Infographics Strategy?
Pharma Ponders Pinterest



"Just when we are overrun with the need for content & media strategies of every type from search to email to website to video to social to mobile, now we have the opportunity to contemplate an infographics strategy," said Craig DeLarge, Director, Healthcare Professional Relationship Marketing at Novo Nordisk. Infographics have found a home on Pinterest, a content sharing, social media service that allows members to 'pin' images, videos and other objects to thematic pin boards.

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Sanofi Launches Diabetapedia
"Google" for Diabetes

Laura Kolodjeski (@lkolodjeski), Community Manager for Sanofi US Diabetes, sent me a Twitter DM announcing the launch of Diabetapedia (di-ah-bee-tah-pee-dee-ah), a new site "to help meet educational needs of diabetes community." According to Laura, the goal is to create "a single, comprehensive place where anyone can find and share definitions of diabetes-related terms and phrases." The site's tag line is "Diabetes doesn't define you... so define diabetes."

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Lipitor Holds Key to DTC Ad Spending in 2012
Lipitor DTC spending accounted for 5.5% of the total spend in 2011

As reported by Nielsen, direct-to-consumer (DTC) advertising spending by the pharmaceutical industry was down by 1% compared to 2010. I did a little exercise to predict that DTC spending in 2012 will see a further 3% decrease compared to 2011 solely due to an expected drop in Lipitor advertising. Here's how I came up with that estimate.

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