Adventures in eMarketing


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The FDA recently released a draft guidance for mobile medical applications and called for public comments. The guidance focuses oversight on those apps that the FDA sees as having the greatest potential risk to patients.

According to the FDA press release, the agency’s draft guidance defines a small subset of mobile medical apps that may impact the performance or functionality of medical devices that are currently regulated. This subset includes mobile medical apps that:

1)	Are used as an accessory to a medical device already regulated by the FDA.
2)	Transform a mobile communications device into a regulated medical device by using attachments, sensors, or other devices.

This draft guidance will now give the pharma industry parameters within which to work.

The guidance was a lively discussion topic on one of our recent #SocPharm Tweetchats. See what some of the foremost industry thinkers had to say about its impact on mobile health applications.

Top SirenSong Blog Entries

•	Pfizer Facebook Page Hacked: Reminder of Anti-Industry Feeling Hackers briefly took control of Pfizer’s Facebook page. Learn more about this story.
•	A Day of Dialogue with NORD, FDA, NIH Key takeaways from the National Organization for Rare Disorders’ Corporate Council meeting.
•	Innovation at the Margins: Rare Disease Research Rare disease research vitally impacts medical progress as a whole. Learn how a disease affecting a few can change the lives of many.
•	Can a Patient Ever Know Too Much? A QuantiaMD.com educational webinar for physicians was entitled, “The Patient Who Knows Too Much” as part of their “Difficult Patient” series. See how this was received by e-patients.

Siren News

Siren 1^st Agency Certified in Regulatory Compliance for Social Media

Siren Interactive is the nation’s first and only marketing agency to certify its entire staff in regulatory compliance for Internet Promotion/Social Media . In addition, having also earned certification in patient relationship marketing, Siren is the nation’s only company to receive dual certification in regulatory compliance. The Center for Communication Compliance developed and administered the training and certification tests, which have been vetted and validated by former FDA officials and lawyers.

Event Highlight

Wendy White, Founder and President of Siren Interactive, will be speaking at the US Conference on Rare Diseases and Orphan Products, October 11-13, 2011 in Washington, D.C. Wendy’s presentation will be included under the Industry Track. Additional conference content is categorized under the FDA Track and the Patient Organization/Advocate Track. Click here for event details and registration information.

MY READING LIST

•	Getting More Drugs Approved for Rare Diseases Wall Street Journal
•	6 Physician Social Networks at a Glance Fierce Health
•	What will Google+ Mean for Healthcare? Medical Marketing & Media
•	Citizen Petition with FDA LillyPAD: Official Blog of Eli Lilly and Company
•	Europe Reviews Rules on Pharma-Patient Interaction Fierce Pharma
•	Boehringer Ingelheim and Ashoka's Changemakers Launch ‘Making More Health’ Competition PMP News
•	Google to End Health Records Service after It Fails to Attract Users New York Times
•	How Facebook Saved My Son’s Life Slate

Siren in the Media

A blog post written by Wendy White, Founder and President of Siren Interactive, was featured on PharmaPhorum, a global hub for constructive industry debate, thought leadership and sharing of ideas. The post is the first in a six-part series titled, Rare Is Different , and in it, Wendy tells her personal story as the parent of a child with a rare disorder and illustrates how empowered patients and caregivers are changing marketing for rare disorder therapies. Be sure to stay tuned for the rest of the series with a new post appearing each month.

Wendy was also featured in the recent Washington Post supplement on rare diseases along with industry leaders like Peter Saltonstall, President and CEO of the National Association for Rare Disorders (NORD); Jamie Manganello Ring, Senior Director of Genzyme Patient Advocacy; and Nicole Boice, CEO of the Children’s Rare Disease Network.

Research Insight:
Strong Physician Demand for Pharma Product Info via SmartPhones and iPads

Recent data from Manhattan Research shows there is physician demand for access to pharmaceutical information across all digital devices. The study focused on the 87 percent of U.S. physicians who use digital channels for accessing pharma resources and connecting with reps. Manhattan Research named them “ePharma Physicians.”

Findings about ePharma Physicians:


•	When they access pharma product information, on average they want to use online sources two-thirds of the time, and to only rely on offline or print materials one-third of the time.

•	45% would like to access pharma product information on their smartphone or iPad.

•	52% say it’s important for them to be able to access the same source of pharma product information across all of their screens, including PCs, smartphones and tablets.

Source: Manhattan Research, Taking the Pulse v11.0 [http://manhattanresearch.com/News -and-Events/Press-Releases/mobile-smartphone-ipad-pharma-physician-promotion], 2011.


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