In my world, there has been much buzzing about the intersection of big pharma and social media. Everyone agrees social media, smartphones, etc., are an untapped market for pharma advertising, but it can be very treacherous waters to cross and there is a lot of risk at being the first one in. As a student of Communication, I am very interested to watch how companies manage the fair balance (term of art) language requirements. It is only permitted to state the proven outcomes and the proven risks. Is it a contradiction to advertise without promoting?
We're about to find out.
Courtesy of Pharmalot, I learned today that two companies have launched apps for smartphones: Novartis and Sanofi. Novartis actually has two apps: one is an information resource for oncology medical professionals, the other is a flu tracker for a broader audience (sponsored by Theraflu!). Sanofi's app is a calorie tracker.
I'd give my eye-teeth to be on the back end of this development. Did they test the interface with patients? Who did they talk with at the FDA? What is the download/hit rate? What other data are they collecting? I am simultaneously repelled and enthralled. Mark my words: this is a turning point for the industry. I see a paper in my future!
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