Thursday, October 12, 2006

Spanish-language HIV site for women launches with pharma support

Spanish-language HIV site for women launches with pharma support

Several pharmas are lending their support to a new Spanish-language version of a Web site that educates women about HIV and AIDS. The Spanish version of includes information about treatments, including details about antiretroviral medications and their side effects, resources for managing HIV, and public policy updates that may impact women with HIV. According to the Well Project, Latinas represent 21% of people who are diagnosed with HIV/AIDS in the United States. This number is disproportionate to their percentage of the overall population. In addition to adding Spanish content, there are also plans to eventually translate the content into other languages, including Cantonese, French, and Russian. Pharmas that sponsor the site include Pfizer, Roche, and Bristol-Myers Squibb.

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Health Web site provides video content, pharma sponsorship opps

Health Web site provides video content, pharma sponsorship opps

A new Web site called says it acts as a resource for pharmas to reach consumers via ads, free samples, and direct marketing. The site has videos that can feature sponsored content, pre-roll ads, or display ads. For example, one of the videos features Sally Field, a spokesperson for the drug Boniva, discussing osteoporosis and bone loss. The video incorporates interactive elements such as a quiz to test participants' knowledge of osteoporosis. Another video about GERD features a display ad from Imodium. Content on the site is divided into more than 30 health topics, such as diabetes, allergies, and mental health. Other resources include news, tips, and resources about treatment options. Sponsored listings by Google also appear on the site.

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ePharm5 exclusive: Google, YouTube, and implications for pharma marketing

ePharm5 exclusive: Google, YouTube, and implications for pharma marketing

The deal between Google and YouTube seems to be a match made in online advertiser heaven. It marries the biggest names in search and video to create a revolutionary union in online video content. But what does the deal mean for pharmaceutical companies, many of which are just beginning to experiment with online video as an ad format? ePharm5 talked with three leaders in the online pharma space to get their reactions: Mark Bard, president, Manhattan Research, Bill Allman general manager of the HealthCentral Network, and Fabio Gratton, president and CEO of Incendia Health Studios. Click the supporting link below to read the original ePharm5 article.


Google-YouTube deal: Implications for pharma marketing

The deal between Google and YouTube seems to be a match made in online advertiser heaven. It marries the biggest names in search and video to create a revolutionary union for online video ads. According to our experts, the deal opens up more possibilities for pharma to incorporate advertising into online video.

ePharm5 talked with three leaders in the online pharma space to get their reactions: Mark Bard, president, Manhattan Research, Bill Allman, general manager, HealthCentral Network, and Fabio Gratton, president and CEO, Incendia Health Studios.

According to Bard, YouTube not only drives significant traffic daily, but Google’s technology opens up the possibility of placing contextually relevant ads on streaming video, such as ads for diabetes on a health-related video for the condition. He also says that the acquisition propels Google into a leadership position for large-scale video distribution.

Gratton agrees, saying there could also be a possibility for syndicating video content, perhaps using a Google AdWords model, which would bring more visibility to video. Consumers would be "one click away" from a branded or unbranded site or other online tool.

Gratton also points to video becoming more usable overall. He says currently, videos on YouTube are not organized by any verticals that make them searchable. The Google acquisition could result in videos being tagged and sorted into verticals that could include health and condition-specific topics.

The deal also reflects a larger trend in online content becoming more on-demand consumer-focused.

"YouTube has demonstrated the power of users contributing their own voices to the media landscape," Allman says, pointing to his company, The HealthCentral Network, as an example of an environment that embraces input from real-world health consumers. "It's only a matter of time before video becomes a larger part of the conversation. These are the inspirations, successes--and concerns--of real health users, and the health industry will benefit from listening," he says.

Bard says that as online media outlets are forced to become more innovative, video and rich media will be critical assets for advertisers and marketers that want to meet the needs of consumers with high-speed expectations with respect to their experience online.

The acquisition is representative of a market shift overall, and pharma marketers need to jump on for the ride.

"The implication for pharmaceutical marketers and brand teams is that the major search engines are rapidly integrating and innovating to stay ahead of the competition," says Bard. "It will not be long before Yahoo! makes an acquisition and then it’s off to the races to be the first company to break the next wave online--and there will be many more waves to come."

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Wednesday, October 11, 2006

Pharma Companies' Internet Marketing Spend to Increase Nearly 25% this Year to $780 million

Pharma Companies' Internet Marketing Spend to Increase Nearly 25% this Year to $780 million

DUBLIN, Ireland, Sept. 26, 2006--(BUSINESS WIRE)--Research and Markets  ( has announced the addition of eMarketer's new report; Pharmaceutical Marketing Online: Direct-to-Patient Becomes a Reality to their offering.

Attention: Pharmaceutical Companies, Healthcare Service Providers, Insurance Companies, Medical Information and Content Sites, Marketers and Advertising Agencies.

The Pharmaceuticals Online report analyzes the quickly evolving world of pharma marketing, which — driven by changes in consumer behavior and attitudes towards healthcare — is rapidly changing direction and tactics.

For over 30 million Americans, the Internet is the first place they turn for health care information. In fact, nearly 100 million Americans used the Internet to find health information in just the past 12 months. With so many customers interested in so many different health topics, instead of merely advertising blockbuster drugs, the industry is beginning to chase the "long tail."

As marketers shift from consumer mass marketing to more targeted opportunities on the Internet, eMarketer projects pharmaceutical companies' Internet spending will increase nearly 25% this year, to $780 million.

Key questions the "Pharmaceuticals Online" report answers:

-- How is pharmaceutical marketing changing, online and off?

-- Where are pharma companies spending their online ad budgets?

-- How do consumers find health-related information online?

-- How are physicians using the Internet?

-- And many more...

Sources Include:


American Association of Advertising Agencies

comScore Media Metrix


Forrester Research

Harris Interactive

IMS Health


Med Ad News

Medical Broadcasting Company (MBC)


Nielsen Monitor-Plus


Nielsen//NetRatings AdRelevance


Pew Internet & American Life Project

Reflexion Network Solutions, Inc.

The Wall Street Journal

TNS Media Intelligence


Some Topics Covered:

US Pharmaceutical and Health Care Online Ad Spending vs. US Total Online Ad Spending, 2003-2008 (millions)

Implications for Your Business

Top 10 US Product Categories, by Advertising Spending, Q1 2006 (billions and % increase/decrease vs. prior year)

Marketing Messages Must Be Clearer

US Total Ad Spending by Pharmaceutical Companies among the Leading 100 Advertisers, 2004 & 2005 (thousands and % increase/decrease vs. prior year)

Top 10 Drugs Most Advertised* to US Consumers, Ranked by Promotion Spending, 2005 (millions)

US Online Ad Spending by Pharmaceutical Companies among the Leading 100 Advertisers, 2005 (thousands, % increase/decrease vs. prior year and % share of total)

Top 10 US Pharmaceutical Companies, Ranked by Journal Ad Spending, 2005 (millions, % market share and % increase/decrease vs. prior year)

Marketing Trends in 2006 and Beyond

US Advertisers' Opinions Regarding Mass-Audience Advertising's Effectiveness by the End of the Current Decade, December 2005 (% of respondents)

For more information visit

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New Roche Web Site Features Latest Clinical Information for Oncology Healthcare Professionals

New Roche Web Site Features Latest Clinical Information for Oncology Healthcare Professionals

- Provides Real-Time Access to Roche Oncology Drug Information, Clinical Trials and Research Innovations -

NUTLEY, N.J., September 27, 2006 /PRNewswire/ -- Roche, a leader in oncology medicine and research, announced today the launch of a new, state-of-the-art Web site for oncology healthcare professionals. is a virtual, one-stop-shop for the latest, scientifically balanced clinical information about Roche oncology products, professional and patient educational materials, and peer insights.

A new Web destination, is the first phase of, Roche's comprehensive Internet portal designed exclusively for healthcare professionals. The portal is designed to support the medical community's commitment to maintaining the highest standards of patient care by providing them with direct access to recent, relevant and credible medical information at their convenience.

"As a leader in oncology, Roche is committed to providing reliable, cutting-edge clinical information that will enable oncologists to deliver the best possible care to their patients. And, we know that oncologists overwhelmingly prefer using the Internet to access this vital information," said Lars E. Birgerson, Vice President of Medical Affairs, Roche. "With the launch of, healthcare professionals now have a comprehensive, 24-hour online resource on Roche products and research that houses the medical information and educational features they seek." was developed to address the dynamically changing clinical landscape in the field of oncology by providing information in real-time. Designed based on input from the oncology medical community, the site includes current Roche oncology product information, a comprehensive, searchable database of product research; breaking oncology news; professional education, including continuing medical education (CME); and downloadable patient education tools. Roche also offers a Web site available to the general public with information on its clinical trials, also features PUBMED, a searchable medical journal resource, and live news feeds from the Doctor's Guide. As an added convenience, can be customized to fit specific user preferences and needs, and is a unique resource that is easy to use and accessible to all oncology healthcare professionals, including physicians, nurses, pharmacists and medical technologists.

About Roche

Hoffmann-La Roche Inc. (Roche), based in Nutley, N.J., is the U.S. pharmaceuticals headquarters of the Roche Group, one of the world's leading research-oriented healthcare groups with core businesses in pharmaceuticals and diagnostics.

For more than 100 years, the Roche Group has been committed to developing innovative products and services that address prevention, diagnosis and treatment of diseases, thus enhancing people's health and quality of life. An employer of choice, in 2005, Roche was named one of Fortune magazine's Best Companies to Work For in America, one of the Top 20 Employers (Science magazine), ranked as the No. 3 Best Company to Work For in NJ (NJ Biz magazine), the No. 1 Company to Sell For (Selling Power), and one of AARP's Top Companies for Older Workers. For additional information about the U.S. pharmaceuticals business, visit our websites:, and www.RocheExchange/ (for medical professionals only).

CONTACT: Ginny Valenze of Roche, +1-973-562-2783,; or Daphne Hoytt of Manning Selvage & Lee,+1-212-468-3558, or Cell: +1-917-406-2779,

Web site:

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Pfizer and Frog Creation Create Rocket Science for Kids

Pfizer and Frog Creation Create Rocket Science for Kids

LONDON, Sept. 28, 2006-Pfizer and Frog Creation Create Rocket Science for Kids Pharmaceutical giant Pfizer has launched a website to help make science fun and accessible for the next generation of scientists.

The Pfizer Interactive Learning Lab, created by web design and build agency Frog Creation, is the latest addition to Pfizer's Learning Lab project at - an online resource designed to make science accessible and fun for schoolchildren as well as offering resources for parents and teachers.

Frog Creation has developed two interactive games using real applications of science in line with national curriculum science objectives, allowing students to see the scientific principles in action as the game is played. The games are designed to bring elements of the science syllabus to life, leaving a lasting impression on students. Dan Ghinn, Frog Creation's Managing Director, said:

"We were excited about Pfizer's vision to support the learning process through interactive technology. For many young people, the online games will provide enhanced retention of scientific learning by teaching not just the facts but their real-world application."

The rocket science game illustrates the effects of gravity by using basic principles behind rocket science. Users design a rocket by choosing fuel and engine parameters to take off from different planets. After each game is completed, the user answers questions to test their understanding, and is awarded a score based on their performance.

A second game challenges students to fly a hot air balloon over a mountain range, demonstrating the effects of heat on molecules. The user has to fly the hot air balloon over a series of mountain ranges without running out of fuel or crash landing.


About Frog Creation Frog Creation is an award-winning specialist web design and build agency with a successful track record built up since it was established in 1998. The agency's work at the cutting edge of internet technology includes websites for some of the world's biggest brands.

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Tuesday, October 10, 2006

Talecris Biotherapeutics sponsors immune deficiency e-newsletter

Talecris Biotherapeutics sponsors immune deficiency e-newsletter       

A grant from Talecris Biotherapeutics is sponsoring a new electronic newsletter from the Immune Deficiency Foundation. The free, monthly newsletter, the Primary Immune Tribune, aims to give patients, caregivers, and healthcare professionals new information about resources, activities, and programs. For example, in its inaugural issue this month, the Tribune provides information about family retreats that feature physicians who discuss treatments, prescription reimbursement, and life management. There is also information about a fund-raising program that will increase awareness about the importance of plasma donations. North Carolina-based Talecris makes liquid immune globulin intravenous therapy, which is used to treat primary immune deficiency.    

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Nielsen: More than half of online gamers are women

Nielsen: More than half of online gamers are women     

Online gamers, proven more responsive to celebrity endorsements and product placement, are also predominantly women, according to Nielsen Entertainment's annual Active Gamer Benchmark Study. Although men dominate video game use overall, 64% of all online gamers are women. The study showed that gaming is increasingly becoming a more social activity, with 56% of the roughly 117 million active gamers playing online, rather than on handheld tools. Active gamers spend roughly five hours a week playing games socially, allowing interactions with other online players. The study also showed that more than 15 million gamers are 45 years or older. According to a Universal-McCann study last month, adult console gamers spend about two more hours online per week than the average adult and are more responsive to celebrity endorsement and product placement in movies and TV shows.

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Marketing program uses multi-channel approach to reach docs

Marketing program uses multi-channel approach to reach docs    

A new pharma marketing program aims to use a multi-channel approach to increase drug sales and loyalty. The Rx/OTC Reach program from pharma marketing firm PharmaKinnex, uses e-mail, fax, direct mail, and telesales in combination with ROI analytics to deliver targeted brand marketing messages to physicians, physicians' assistants, nurse practitioners, and pharmacists. The program can be used in conjunction with ongoing sales force promotions, and helps to target hard-to-reach physicians. Earlier this year, a PharmaKinnex study showed that direct mail and office visits are the most popular marketing methods among physicians compared to e-mail, telephone, and e-detailing, highlighting the importance of reaching physicians using their preferred communication method.

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Pfizer, P&G allot ad dollars to Internet and satellite radio

Pfizer, P&G allot ad dollars to Internet and satellite radio   

Pfizer and Procter & Gamble are adding satellite and Internet radio into their radio ad budgets, according to The major draw of satellite and Internet radio is its ability to offer visual and interactive elements that engage consumers in a way that traditional radio spots can't. Overall, spending in the radio segment was down 2.6% last year, and much of the time, satellite and Internet radio is taking money away from traditional radio ad budgets. Also, about 30% of this year's upfront orders from Internet radio are from advertisers new to the medium, reports A report earlier this year showed that satellite and Internet radio weren't the only media stealing radio's thunder: 38% of podcast users said they listen to radio less because they are listening to podcasts.

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Monday, October 09, 2006

Online community acts as clearinghouse for diabetes blogging

Online community acts as clearinghouse for diabetes blogging   

A new Web community called the aims to give diabetes patients and caregivers a centralized location for personal diabetes blogs and discussion. The site, from Incendia Health Studios, is "the Zagat Guide" of blogs, Fabio Gratton, president and CEO of Incendia, tells ePharm5. He says the site is reviewed and updated from real diabetes bloggers, and that people are rewarded with free music downloads when they post, rate, and review blogs. The site also has an RSS feed that users can subscribe to. Incendia Health Studios also recently launched, a new online community for women with breast cancer (ePharm5, 10/5/06).  

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