The 10 Commandments of Digital Marketing

The 10 Commandments of Digital Marketing

It’s that time again. Brands are starting their annual cycle of planning for the coming year. One of the quirks of pharma, that I haven’t experienced when working with other industries, is that brand managers responsible for digital turn over (through promotion or responsibility change) at an alarmingly high rate. As such, the institutional knowledge and learning for the role gets easily lost. Since a decent portion of pharma marketers enter a digital management role with little or no actual digital marketing experience, I thought it would be helpful to…

Calm Down. The FDA is Not Trying to Regulate Facebook

Calm Down. The FDA is Not Trying to Regulate Facebook

Over the past few days, several articles have popped up with the alarming headline that the FDA is now issuing warning letters due to brands use of Facebook’s ‘Like’ function. You can read one of the takes on it here, in Scott Gotleib’s Forbes article “FDA Wants to Regulate Drug Firms on the Internet and It’s Targeting Facebook ‘Likes’.” The problem with this article, and with so many of the others I’ve read, is that the ‘Like’ function wasn’t the reason that the FDA issued the letter. Mr. Gotleib actually…

Are Meta Tags a Regulatory Time Bomb?

Are Meta Tags a Regulatory Time Bomb?

Your branded pharma site is non-compliant. Yes, yours. Paying attention yet? As pharma marketers, we operate in a world governed by strict rules. As digital pharma marketers, those strict rules can often be ambiguous, poorly-defined, or simply absent, requiring us to interpret vague requirements and/or extrapolate from other (presumably) relevant precedents. (Yeah, I know, it’s almost exactly like having a girlfriend.) Which brings me back to your Brand.com. What’s to worry about, you say? Everything’s ship-shape, buttoned-up, right? On-label messaging, appropriate fair balance, all content submitted and approved by the…

Second Screen Marketing

Second Screen Marketing

You’ve heard of the big screen, many watch the small screen, but what is all of this discussion around the second screen? The second screen refers to act of using a laptop, tablet, or smartphone while watching television. We all do it, whether it’s that last email for work, or posting a status message to Facebook. It’s the easiest form of multi-tasking and devices like smartphones and tablets make it even easier to do while watching your favorite program. In many cases, the second screen experience is a social one:…