Adventures in eMarketing

Hello,

The personalized medicine market is projected to grow 11% annually according to a new PharmaLive report. This year, both GSK and Pfizer have opened rare disease research units. As blockbuster drugs become elusive and the industry moves towards personalized medicine, Siren is perfectly positioned. At Siren we specialize in relationship marketing for rare disorder therapies. Sometimes we get asked, "Why so focused? Why don't you go after the big pharmaceutical brands?" Because, in addition to the unique challenges of marketing rare disorder therapies, the market is coming to us.

Siren’s strategy was recently validated by being named among the Inc. 5000, an exclusive ranking by Inc. magazine of the fastest-growing private companies in the U.S.

To keep ahead of the latest trends in this rapidly changing industry, keep reading.

Top SirenSong Blog Entries

•	What Do Patients Do Right After Diagnosis? Patients are turning to the web more and more to help them make healthcare decisions – what does this mean for pharma?
•	What Do Physicians Want Online? They’re influential. They’re online. Take a look into the most common online behaviors of physicians.
•	What Pharma Marketers Need to Know About Google Instant An explanation of Google Instant and the impact on Paid Search campaigns and organic search for pharmaceutical marketers.
•	Are You a Rare Disease Blogger? One rare disease blogger is on a mission to compile a list of blogs about children with rare diseases.

Event Highlight

Siren Presents at Digital Pharma

Wendy White, Founder & President of Siren, and Cynthia North, Customer Marketing Director at Bayer HealthCare Pharmaceuticals, will be speaking at Digital Pharma East on “Engagement for Niche Brands: Collaborating with Patient Organizations and Establishing Trust with ePatients.” Eileen O’Brien, Siren’s Director of Search & Innovation, will be moderating a live #SocPharm Tweetchat with Dennis Urbaniak, VP, U.S. Diabetes, sanofi-aventis and Brad Pendergraph, Manager, Multi-Channel Marketing at Novartis. The conference will be held on October 18-21, 2010 in Philadelphia, PA.

Siren News

Siren Collaborates with Lundbeck

Siren recently collaborated on an informative website for a client specializing in rare diseases, providing a comprehensive resource on Acute Intermittent Porphyria: www.AIPorphyria.com. This serious disease is rare and may present a diagnostic challenge. Content on the site includes information on the signs and symptoms of AIP, testing for the condition, recognizing triggers and working with a physician. Information tailored for healthcare professionals provides detail on a variety of topics, including pathophysiology and suggestions on managing those with AIP.

MY READING LIST

•	Special Report: Outgunned FDA Tries to Get Tough With Drug Ads Reuters
•	Roche Issues Social Media Rules Medical Marketing & Media
•	FDA has App Stores Under Surveillance GigaOM
•	Boehringer Gets Social With Facebook InPharm
•	Pharmacists Take Larger Role on Health Team New York Times
•	Cephalon Videos Seek to Bolster Physician-Patient Dialogue Medical Marketing & Media
•	Remote/Mobile Health Monitoring Holds Potential Marketing Charts
•	Penn Study: DTC Advertising is Effective PharmaLive.com
•	Consumers Say Big Pharma Influence on Docs is Concerning Consumer Reports
•	Social Networking Doubles Among Boomers and Seniors eMarketer
•	Tale of the Telemarketers PM360
•	Pharma Spending Moves Slowly Toward Digital eMarketer

Research Insight: Those Who Go Online For Health Information Continues to Increase

A new Harris Poll found that while the percentage of adults who go online has not changed significantly for several years, the proportion of those who are online and have ever used the Internet to look for health information has increased to 88% this year, the highest number ever.

Discussion with Doctor About Information Found Online: 2005-2010
"In the past year, have you ever discussed with your doctor the information you found online?"
	2005 (%)	2006 (%)	2007 (%)	2008 (%)	2009 (%)	2010 (%)
Yes (NET)	57	52	58	47	44	53
Yes, always do	15	13	12	13	7	14
Yes, sometimes do	25	21	22	15	22	25
Yes, have done once or twice	18	19	24	19	15	15
No, never do	43	48	42	53	56	46
Not sure/Decline to answer	*	*	*	*	*	*

Base: Have ever looked for health information online Note: Percentages may not add up exactly to 100% due to rounding * Less than 0.5 percent.


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