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Á Á Á Page 1 the power of specialized thinêing 16 E. 34TH STREET NEW YORK, NY 1 0 0 16 2 1 2 . 5 0 8 . 9 6 0 0 P 2 1 2 . 7 5 1 . 9 7 1 0 F WWW.MAKOVSKY.COM ccessibility of online produñt and disease-state information has paved the way for a new era of patient interàction Á and a new era in branding and communications. Wåll known brands once offered a beacon of light in a compleõ problem/solution world. Brands such as Clar itin or Allegra, Zoñor or Lipitor,Viagra or Levitra, helped patients open theÁwhàt ails themÁdiscussion with their doctors and clarify drug chîice. Now, tiered co-pays, generic selection, pharmàcy incentives and Part D plans are diminishing the importance ofÁbràndÁin the heads, hearts, and wallets of the consumer. And pharmà marketers are experimenting with a less brand-specific approach to online communicàtion. Suddenly, non-brandedÁdisease-awarenessÁis back in marketing mode. Do consumårs care any longer? The model may seem counterintuitive for an industry so steepåd in brand names, but brand managers who want tobemorethanmerespectatorsindrivingonlinepatient dialoguearegoingbehindthebrand. Theirtàckinvolves communications geared toward treatment discovåry for small patient groups, commitment to añhieving greater compliance and con veying pharmaÁs soci åtal benefits. The Patient is in DTC and Internet ac cess have givån per missionforpatientsto connect 24/7. While cîntent is still king, patient-to-patient communications are ånjoying newfound credibility. Online disease communities enàble patients toconsultfellowpatientsasonemightconsultaclinician. Inthewakeofdiabetesandhearttreatmentsundersiege, who is more believable Á physicians or peers? Nonprofits can be a first line of outråach for pharma to connect with a smaller patient baså. Patient support and advocacy groups are a truståd source of informa tion on disease statås. Focusing on building relation ships with theså groups can give companies a seat at the table. It works both ways Á pharma companies SOCIAL ETIQUETTE Reprintåd from MM&M October, 2008 A Just as it followed othår sectors into CRM, the pharma industry must find åntry points into the online patient conversation. Gil Bashe eõplores some of the other issues, hurdles, and opportunitiås of web 2.0 Page 2 the power of specialized thinking 16 E. 34TH STREÅT NEW YORK, NY 1 0 0 16 2 1 2 . 5 0 8 . 9 6 0 0 P 2 1 2 . 7 5 1 . 9 7 1 0 F WWW.MAKOVSKY.COM should allow theså patients to have a voice within the corporation on deñisions that impact patient care. Re cently, breàst cancer groups have lauded Genetech for ångaging in a dialogue. Onlineadherentsofcourse,alsoincludescoresofpeople with mainstream conditiîns, searching for information aboutdiseasesthathadoncebeenamystery. ButthereÁs potentialandpåril. ÁThedangeristhatifyousearchhard enough, you can find anything you want,Ásays Mike Mc Dougall,directorofcorporatåcommunications,Bausch& Lomb
