Adventures in eMarketing

Welcome to the June edition of Siren Interactive's newsletter, Adventures in eMarketing.

We are focusing on innovation in honor of the 10 year anniversary of the completion of the first draft of the human genome sequence. This landmark achievement is the foundation of personalized medicine and continues to lead to medical innovations.

Innovations in technology have led to a revolution in the way we communicate and learn about health. They have also resulted in a change in the way we market drugs and the rise of the empowered patient. A few weeks ago, there was another watershed moment: the launch of the Community Health Data Initiative. By opening up its vast stores of data to the public free of charge, the Department of Health and Human Services is seeking to both raise awareness of community health performance and spark initiatives to improve it. We are excited about the opportunities that all of these innovations in healthcare and technology are creating. Want to know more? Read on.

Top SirenSong Blog Entries

•	Is Innovation a Dirty Word in Pharma Marketing? The challenge of innovating in pharma marketing.
•	Why Empowered Patients Are the Future of Medicine An important milestone in the growing recognition that empowered patients are the future of medicine.
•	The Importance of Setting Expectations: Pharma on Facebook The AstraZeneca Careers Facebook page accepts comments, but doesn’t have any Terms of Use. It also has a comment about a black box drug that mentions the brand and indication.
•	Social Media for Pharma Conference: Key Takeaways Learnings from some of the case studies presented at this event.
•	Google Second to Doctors as Source of Health Info A recent survey found 22% consider Google searches “influential” in seeking health info.

Event Highlight

The CBI's 5th Annual Rare Disease Leadership Summit will be held July 13-14, 2010 in Arlington, VA. Wendy White, Founder & President of Siren, Sally Benjamin Young, Vice President, Communications at Lundbeck Inc., Mary Dunkle, Vice President of Communications for the National Organization for Rare Disorders (NORD) and Craig DeLarge, Associate Director, eMarketing & Relationship Marketing at Novo Nordisk A/S, will be presenting. They will be leading the workshop Pharma, Patient Organizations and Social Media — A Collaboration Worth Considering.

Click here to learn more and to receive a $500 discount code for this event.

MY READING LIST

•	For Forgetful, Cash Helps the Medicine Go Down New York Times
•	Bayer Launches iPhone Application for MS PR Newswire
•	Pfizer, AZ Let Clinicians Query Medical Affairs Staff Via Mobile Phone Medical Marketing & Media
•	Are Docs Losing Their Relevance Due to Social Media Health Sites? Huffington Post
•	Wikipedia Cancer Info Passes Muster: As Accurate As Peer-Reviewed Washington Post
•	Bayer Glucose Meter Aimed at Gamers Medical Marketing & Media
•	Department of Health and Human Services Launches Community Health Data Initiative Information Week
•	How to Create a Corporate Culture of Innovation Business Insider
•	FDA Launches Post-Marketing Safety Website FiercePharma
•	J&J Uses Web Video, Teacher Outreach in UK ADHD Effort Medical Marketing & Media
•	Drugmakers Prodded by FDA for Neglected Disease Drugs BusinessWeek

Siren News

Wendy White, Siren’s Founder & President, was quoted in the ClickZ article Fake Patient Campaign Exposes Real Social Marketing Critics and Questions.

Research Insight: How Smartphones Are Changing Health Care for Consumers and Providers

This new report by Jane Sarasohn-Kahn, MA, MHSA, for the California Healthcare Foundation shows the creation of Smartphone applications related to health care is increasing.

As of February 2010, there were nearly 6,000 such apps within the Apple AppStore. Of these, 73% were intended for use by patients, while 27% were targeted to healthcare professionals. Apps geared to doctors include alerts, medical reference tools, diagnostic tools, CME and patient records. Apps geared to patients include medication compliance, mobile monitoring, managing conditions and wellness.

Medical iPhone Apps Geared to Consumers, Physicians, Medical Students, 2010

Source: “The World of Health and Medical Apps,” MobiHealthNews 2010 Report, February 2010


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