Source: Pharmaceutical Executive

Everyone wants to be a market leader and innovator, but no one wants to take a risk that could cost them their job. While there is a tremendous interest in strategies that leverage Web 2.0, we have yet to see the kind of traction one might expect given the surrounding media frenzy and accompanying client demand. Most of it is very safe, and does not fully take advantage of what Web 2.0 is all about—collaboration, community, and consumer-generated content. (continued)

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Source: Digital Health Revolution

This episode of the Digital Health Revolution features Fabio Gratton, President of Ignite Health’s (www.ignitehealth.com) eastern division. Gratton talks about how the pharmaceutical industry has been influenced by social media and whether it is ready to engage Internet empowered consumers on their own terms. Gratton also discusses “Live With It,” a groundbreaking animated HIV education video series that has garnered significant attention and praise.

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Souce: Medical Marketing & Media

If you're a doctor and you're going to answer a question, why not have the correct answer shoot your golf ball 300 yards, as opposed to just saying: “Congratulations?” asks Fabio Gratton, chief innovation officer at Ignite Health, and self-professed “heavy” gamer. “At least you can relate to it and you feel like you're accomplishing something. It's creating a context for something that's a little more engaging.”

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Source: Pharmaceutical Executive

Pharma companies would do well to proceed with extreme caution when entering the blogosphere.  (continued)

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Source: Med Ad News

Principals from Med Ad News’ 2007 Manny Award winners and Agency of the Year finalists addressed a variety of questions regarding the healthcare industry in the Fourth Annual Advertising Agency Roundtable. Here, they share their thoughts on emerging sales-force technologies and offer advice to clients interested in exploring Web 2.0 technologies. (continued)

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Source: New York Times

HUMOROUS and offbeat are not exactly the words that leap to mind when it comes to advertising in the over-the-counter painkiller market.

But to attract a younger customer, the consumer care division of Bayer HealthCare is starting an online game today for Aleve Liquid Gels, a product that was introduced in March. By visiting a Web site, www.aleviator.com, Internet users will be able to follow a fictional storyline that leads them through a series of clues, taking them in and out of social networking sites, wikis and blogs.

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Source: Pharmaceutical Executive

Pharm Exec honors the most innovative, creative, and thought-provoking ads of 2006—and the people who created them. (continued)

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Source: Black AIDS

Isaacs’ life was shaken apart by a single phone call from someone he barely knew. In an agitated tone, the man on the other end of the phone told Isaac that he had infected him with the deadly HIV/AIDS virus during their brief sexual encounter. (continued)

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Source: Medical Marketing & Media

When it comes to digital communication, pharma has been slow out of the blocks. But while drug companies may rue their fast-diminishing ability to control brand messages online, they have a golden opportunity to engage in rich two-way dialogue.

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Source: Healthcare Vox

Marketers are always looking for new ways to educate consumers about healthcare products, services and issues.  One successful tactic is developing educational cartoons.  Putting information in visual form is a great way to engage audiences and ignite conversations.  Following are two examples of innovative communications campaigns that use cartoons. (continued)

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