Adventures in eMarketing

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

"The single greatest factor driving effective client relationships, including sales effectiveness, is the level of trust in the relationship."
– Charles Green author of The Trusted Advisor.

We agree, and are focusing this month on the issue of trust.

A recent poll found that after physicians, health advocacy groups were the next most trusted source of online health information: 71% judged Web content of such groups “somewhat reliable” or “extremely reliable.” Pharmacists followed with 70%, then nurses at 65% and organic Google searches at 59%. This reinforces the importance of having a search engine optimization strategy.

The Research Insight below explores the issue of trust and pharma, which the blog post How Can Pharma Gain Social Media Credibility? Partner with Trust Agents addresses in more detail.

Top SirenSong Blog Entries

•	Fake Patient Facebook Profile: Do Good Intentions Trump Truth? Sara Baker's Facebook profile includes a wedding picture, photos of her adorable twins and comments about her son's painful ear infection. But it turns out that Sara isn't a real person.
•	How Can Pharma Gain Social Media Credibility? Partner with Trust Agents The book Trust Agents by Chris Brogan and Julian Smith provides advice on how to build influence, improve reputation and earn trust online. In the online health space there are already a variety of "trust agents," so it makes sense that pharma should partner with them.
•	What Motivates Empowered Patients? One Study Says Personality HealthCentral surveyed people in an attempt to identify the traits of a patient who feels empowered to take the lead in managing his/her care. The authors came to some interesting conclusions.
•	Chronic Diseases & The Internet Report: Impact for Pharma The fascinating conclusion of Pew research is that when demographics are factored out, having a chronic disease in and of itself has an independent, negative effect on someone's likelihood to have internet access.

Event Highlight

The CBI's 5th Annual Rare Disease Leadership Summit will be held July 13-14, 2010 in Arlington, VA. Wendy White, Founder & President of Siren, Sally Benjamin Young, Vice President, Communications at Lundbeck Inc., Mary Dunkle, Vice President of Communications for the National Organization for Rare Disorders (NORD) and Craig DeLarge, Associate Director, eMarketing & Relationship Marketing at Novo Nordisk A/S, will be presenting. They will be leading the workshop Pharma, Patient Organizations and Social Media — A Collaboration Worth Considering.

For a $500 discount for the event, use JEH422 when registering.

MY READING LIST

•	Unbranded Efforts are Making a Promotional Comeback PharmaVoice
•	DDMAC Warns Novartis on Educational Websites Medical Marketing & Media
•	Health Care Information – Where Do You Go? Who Do You Trust? Capstrat.com
•	12 Global Trends That Will Revolutionize Healthcare Harvard Business Review
•	DTC Public Policy Myths: Does DTC Drive Up the Costs of Consumer-Advertised Products? DTC Perspectives
•	Eisai Debuts Online Resource for Cancer Nurses Medical Marketing & Media
•	FDA Launches Bad Ad Program Fierce Pharma
•	FDA Details New Transparency Plans Medical Marketing & Media
•	Apple is Actively Recruiting Healthcare Providers at their Retail Stores iMedicalApps

Siren News

Tanika Craig Honored by HBA as a Rising Star

Tanika Craig, Account Supervisor at Siren Interactive, was honored as an industry Rising Star by the Healthcare Businesswomen’s Association at its 21st annual Woman of the Year award luncheon, Thursday, May 6, at the New York City Hilton.

HBA Rising Stars are professionals in various sectors of the healthcare industry, including pharmaceutical, biotechnology, advertising, medical education and scientific discovery, among other fields. The nomination demonstrates corporate recognition of the outstanding performance and commitment to excellence. The Rising Stars are inspiring leaders, role models to others and are individually recognized for their vision, dedication and action.

Research Insight: Pharma and Trust

A study by Epsilon of 1,350 U.S. consumers explored the issue of online trust and the pharmaceutical industry.

Which of the following statements do you most agree with (re: how pharmaceutical companies should participate on websites and social media)?

To what degree would
the following site
sponsors lend credibility
to the healthcare content
that you look at?

Source: Epsilon, A Prescription for Customer Engagement, March 2010


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