Adventures in eMarketing

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

This month, we’re proud to announce our support for Rare Disease Day 2010! Find out how you can help by visiting the website Siren designed for the National Organization for Rare Disorders (NORD) around the theme, "Alone We are Rare. Together We are Strong," to raise awareness of the 30 million Americans affected by rare diseases.

While you're there, click on the "Raise Your Hand" banner and Lundbeck will make a donation to a rare disease research fund managed by NORD. You can also help by adding the Raise Your Hand badge to your social networks. Visit the active and growing Rare Disease Day Facebook community we helped NORD establish too. This is such an important cause. Thanks for taking the time to help.

To find relevant research and ideas you can apply to your own eMarketing program, check out my reading list, our top blog entries, and this month's research insight.

Top SirenSong Blog Entries

•	The Most Expensive Medicines are Worth Every Penny Why orphan drugs and research on rare disorders are important to us all.
•	Online Tools That Encourage Adherence Each day 50 million Americans don't take prescribed medications. Here’s how online channels can help.
•	What Ever Happened with the GSK Blog? GSK's "More Than Medicine" blog tackles issues in the US healthcare system.

Event Highlight

The Center for Business Intelligence (CBI) is hosting its 9th Annual Forum on eMarketing for the Bio/Pharmaceutical Industry on March 22-23 in Philadelphia, PA.

This forum, dedicated to helping bio/pharmaceutical executives collaborate on business and marketing solutions, is one of the most widely attended in the industry. Wendy White will be a leader of the pre-conference workshop, Engagement for Niche Brands-A New Paradigm for Empowering ePatients.

Learn more about the CBI conference and receive a $300 discount.

Siren News

Siren Interactive Founder and President, Wendy White, is among the 18 women recently elected to the Board of Directors of the Healthcare Businesswomen’s Association (HBA). The nonprofit HBA is in its fourth decade and has more than 5,200 members across 14 chapters in the U.S. and Europe. Learn more.

MY READING LIST

•	The Internet Has More Influence Over Consumer Health Actions than Traditional DTC Channels Manhattan Research
•	Social Media Marketing Best Practices eMarketer
•	Dermatologists, Medical Oncologists are the Top Physician Specialist Groups Communicating with Patients Online PharmaLive.com
•	What Social Followers Want eMarketer
•	Smart Phones Carry Out Quick Medical Diagnoses U.S. News & World Report
•	Online Video Big in Health Searches Medical Marketing & Media
•	Top 10 Online Activities for Mom MarketingCharts
•	Digital Tools Help Moms Take Charge eMarketer
•	Teens Spend Free Time Texting MarketingCharts
•	Social Media & Young Adults Pew Internet & American Life Project
•	Formal SocNet Policies Offer Benefits MarketingCharts
•	20% of Physicians Will Buy an iPad per Epocrates Survey FiercePharma
•	Google to Add Social Features to Gmail New York Times

Research Insight: U.S. Orphan Product Designations More Than Doubled During Last Decade

The number of orphan product designations in the U.S. more than doubled during the last decade, reflecting growing interest by pharmaceutical and biotech companies in developing products to treat orphan diseases.

The Tufts Center for the Study of Drug Development Impact Report also found that:

•	During the 2000s, orphan products comprised 22% of all new molecular entities and 31% of all significant biologics receiving U.S. marketing approval.
•	Orphan products receiving priority review status rose from 35% of all orphan new molecular entities in 2000-02 to 50% in 2006-08; during the same time the share of orphan significant biologics receiving priority review status rose from 17% to 67%.
•	Sponsors engaged in clinical development funded through orphan grants reported that 22% of their programs led to approvals, which compares with a clinical approval success rate of 16% among mainstream drug developers.

Orphan Product Designations

Source: Tufts Center for the Study of Drug Development


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