When it comes to promoting their products, pharmaceutical firms are required to be more careful than the typical marketer. A traditional print advertisement is often accompanied by an entire page of compressed text that details possible side effects that might result from taking medications. Pharmaceutical companies are currently in negotiations with the FDA about how they might be able to use social media while still meeting legal requirements.  A big area of discussion is how to deliver the text regarding side effects through a format such as Twitter. One possible solution being reviewed is the concept of providing a link from any site to another page that displays the required data about the drug.

In the meantime, pharmaceutical companies are using unique social media approaches to reach out to consumers. In some cases, pharma companies are sponsoring a social media site that is dedicated to a specific disease their product is designed to treat. For example, Gilead sponsors a site called Gilead B Here which addresses the topic of Hepatitis B and targets younger Asian Americans.  Gilead turned off the comments section on its YouTube and Facebook efforts to avoid appearing as though they were promoting their specific drug Viread.   ‘We’re launching a disease awareness educational campaign that includes X, Y and Z and our website, live educational events and media outreach,” says the product manager.

Thus, the social media tactics used sound a lot like a traditional website. However, because the sites are attached to the YouTube and Facebook channels, they should be more effective than websites in reaching the targeted consumer groups.

Other manufacturers are launching unbranded sites dedicated to disease information and supporting the sites with printed materials that they distribute in physician offices or with traditional advertising. Some of these manufacturers are allowing the more traditional commenting features on their social media sites but they are careful in their approach to disseminating information.

Pharma companies are also interested in using Twitter. Companies such as Shire, maintain a one-way communication system. The company sends out tweets but does not accept comments.   Carl Desmond, creative director and partner at Awaken Interactive  says “it’s very tempting to want to follow [patients], but obviously the tweets would appear in the feed and that’s not something we’d be able to monitor and get approved.”

For now, pharma companies have just begun their foray into social media. As they are able to get additional permissions from the FDA, these marketing efforts should grow and evolve over time.

[Source: Comer, Ben. Patient Marketing Report: Friending Social Media, Medical Marketing and Media, 1.15.2010]

Ad-ology Research recently updated their Industry Marketing Insights report for Alcohol and Substance Abuse Centers. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming year:

• There is a large market for age-specific treatment centers, particularly for senior citizens.
• In 2008, 20.8 million persons (8.3% of the population aged 12 or older) needed treatment for an illicit drug or alcohol use problem but did not receive treatment at a specialty substance abuse facility, which represents a large potential market for these services.
• Many centers are focusing on alternative and holistic treatments.
• Lack of funding and space is a big challenge to this industry.
• Many adults wait to seek treatment for addiction issues: Adults who abuse alcohol typically wait nine years before seeking treatment, while those with drug addictions wait approximately six years.

The Industry Marketing Insights report for Alcohol and Substance Abuse Centers is available on Ad-ology.com (Research Store) for $295 USD with local market data for any U.S. market.

[Source: Ad-ology Research. September 24, 2009.]

Much has been made of the importance of shovel-ready projects as state and local governments prepare to spend the $27.5 billion allocated for highway, bridge and transportation improvements made possible by  the American Recovery and Reinvestment Act of 2009 (ARRA). While the feds indicate that they’ll be likely to favor shovel-ready construction, the reality about how funding is allocated is a bit more complicated.  It is these complicating factors that will increase opportunities for agencies and their clients to acquire new business.

Some of the federal funding will be allocated based on various per-capita spending formulas. In addition, specified amounts target road improvements on Indian Reservations and parkways. Set-asides are being made for disadvantaged businesses as well as for projects in rural areas. Priority will also be given to projects that propose use of intelligent transportation systems. This includes improved signal control, dynamic messaging signs, and toll taking.

And even shovel-ready projects must be put out to bid. Whether you’re working with construction contractors that need to prepare bid materials or signal equipment manufacturers that want their products considered during project reviews, the increased spending on our highway infrastructure could be the road to more business for your agency. Review the National Conference of State Legislatures report here.

[Source: Beyond Highway Construction, National Conference of State Legislatures, Spring 2009]

The war in Iraq may be winding down but the U.S. military is facing nimble foes as it shifts focus to Afghanistan. In addition, the defense department has come up against serious budget limitations as military officials develop for warfare strategies for the next decade. These challenges have officials thinking small – especially when it comes to weaponry.

Secretary of Defense Robert Gates recently noted that the Navy will require smaller faster ships in order to engage with similarly equipped foes who are able to quickly maneuver through the water. And the U.S. military is increasingly turning to unmanned aerial vehicles. (UAV). Out of the 5,000 UAVs owned by the military, at least 3,500 are in use in Afghanistan and Iraq. A report released by Booz Hamilton notes that during the current surge, the military has turned to private contractors to build and supply small weaponry including drones equipped with missiles.

The defense department’s budget is currently under scrutiny and it’s too soon to know exactly what types of contracts will be released for bid in the near future. However, if you are working with clients who are interested in doing business with the military, you can expand their options by helping them become qualified bidders and responding to requests for proposal. Large contracts sometimes contain set-aside clauses which are designed to help small and minority owned businesses obtain subcontracts. Innovative hardware and software designers who start out as today’s small business providers can position themselves as preferred suppliers for the next generation of weaponry.

[Sources: Drew, Christopher and Bumiller, Elisabeth. Military Budget Reflects a Shift in U.S. Strategy, New York Times, 4.6.09; Unmanned and Robotic Warfare, Booz Allen, 2008]