Publications and Presentations

Here is a sampling of some of my publications and presentations. For most of these, you can download the presentation or the publication and a few have videos or the audio from the talk. The presentations from Bill Evans are labeled (BE) and presentations from Jonathan Richman are labeled (JR).

Here is a sampling of some of my publications and presentations.

Publications (BE)

Coming Soon

Publications (JR)

*NEW Major Facebook Changes and What They Mean for Your Brand (990 downloads) – This full-length white paper reviews all of the recent changes to the Facebook platform and includes lots of images to help better visualize everything. If you want the complete rundown, then this is for you.

*NEW Facebook Insights Gets an Upgrade (414 downloads) – Along with a bunch of other changes, Facebook upgraded Page Insights for admins so they can better understand how their Pages are performing. This paper is a brief overview of these changes and how best to leverage them.

We Hate Your .com (793 downloads) – As digital spreads to every facet of our lives, marketers are trying to figure out how to use it to get their message out to the masses. The average marketer is still struggling with how to effectively do marketing online. Rather than finding enthusiastic supporters of their latest digital effort, they watch their programs go unnoticed and ignored by customers. Even the “lucky” ones who manage to be noticed are often quickly abandoned.

But for a select few, there is an entirely different outcome. These programs are not only noticed, but become fixtures in consumers’ lives. Question is…are you creating digital marketing people love or love to hate? You can also view my presentation on this topic.

It’s in Pecha Kucha format, which means I had only 20 slides and 20 seconds per slide to get through it. That’s only 7 minutes out of your life. Here’s the link to YouTube.

The Biggest Mistakes and Golden Rules of Digital Relationship Marketing (1126 downloads) — There are seven common mistakes that we constantly see in digital relationship marketing programs. This paper shows you how to avoid them. After you’re sure that your program isn’t making any of these mistakes, then keep reading and implement the “Golden Rules” for digital relationship marketing. Avoid the mistakes and embrace the rules, and your program will be head and shoulders above everything else out there.

Emerging Media in Healthcare and Pharma (1949 downloads) – New media technologies including social networks and electronic medical records are changing the way healthcare marketers can reach their audiences. This paper explains these changes and how you can leverage them to your advantage.

10 Digital Rules to Keep Your Brand Healthy (1122 downloads) — In order to be successful in online/digital marketing, healthcare marketers must follow a simple set of rules. This paper outlines these rules and how it can ensure a successful online program.

The Future of Healthcare Relationship Marketing (2388 downloads) – Relationship marketing in healthcare will change as new technologies make it easier for patients and physicians to control brands. Marketers have to adapt to this changing environment if they want to be successful.

The Future of Pharma Digital Marketing (2186 downloads) — Recently, someone asked me a simple question: What will digital pharma marketing look like in five years? Naturally, I have a view on this — and it turns out that it’s not all social media. See my vision for pharma digital marketing in 2014.

Presentations

*NEW Elephants Can Dance and Hippos Can Limbo (124 downloads)– Fifteen years ago, IBM started to get out of the business of selling computers and now makes most of its money from services such as IT consulting. The market forced them to change and their CEO famously told the story in a book entitled “Who Says Elephants Can’t Dance?”

The market for pharma products is changing as quickly and as deeply as the market for desktop and laptop computers did for IBM. The question is whether any pharma companies are ready to make changes to address this reality. In the future, people will turn more towards digital technology to prevent, cure, and treat their diseases instead of relying on pharma companies to come up with some breakthrough, blockbuster drug.

You can watch a video of this presentation. Visit this post where the video player is embedded.

What is the Future of Healthcare (864 downloads) – I’ve talked a lot about how digital technology will change the way healthcare is delivered in the future and will ultimately be what makes us more successful at preventing, treating, and curing diseases. It’s a little counter to the way the current system is set up, which primarily relies on big, new drug discoveries to deliver the biggest advances. I believe in something a bit different.

We’ll get more value out of investments in using existing and creating new digital technologies for healthcare than we’ll get from new drug breakthroughs. Sure, I could get thrown out of the industry for that, but it’s what I believe.  For those who don’t believe me, I invite you to check out the presentation I gave last week at ePharma West. I talked about why the current system isn’t working, what might work, and what we’ll have to do differently to make our healthcare system more effective.

Download the slides using the link above or you can watch the presentation here.

Your Computer Is the Next Wonder Drug — This is the presentation I gave at SXSW. Click the link to watch the video. Here’s what it’s all about:

A few times each year, the press buzzes about the latest scientific advance that will someday cure any one of the diseases we fear the most. Nearly every one of these will turn out to be nothing more than a news story and far from a pill that can help improve our health. We spend hundreds of millions of dollars every day on research, as we struggle to find the “magic bullet” that will rid the world of conditions such as cancer, heart disease, and diabetes. We almost never find the magic.

While the big, historic scientific advances may be what dominate the headlines, in the end, it’s the small improvements and better utilization of the technology we have already have that will ultimately lengthen our lives and improve its quality. These technologies don’t come from labs filled with test tubes or cell cultures, but rather from labs filled with computers and the programs that run them. In the future, it will be digital technologies that prevent, treat, and finally cure diseases and not the latest “blockbuster” drug that has yet to be discovered (and might never be).

Digital technologies can already help us understand which treatments are best for us, what diseases pose the greatest risk, and how diseases spread among us. They can improve our interactions with doctors and improve access to care for everyone. Instead of waiting for the next miracle drug to be developed, you might find the miracle was there all along right inside the computer you use every day.

10 Things to Do First (1206 downloads) — Social media is certainly the hot topic in healthcare marketing these days, but is it the best place to begin? Chances are the answer is no. There are many other things you should do first with your digital marketing before diving into social media. These things will not only be easier for you to get approved, but will probably have a bigger impact. So, before focusing on social media, get these ten things right first. You can listen to my presentation synced up with the slides on SlideShare.

Ready, Willing, and Legal (167 downloads) –With all the anticipation of some FDA guidelines on pharma social media, it’s easy to forget that there’s a lot you can do right now with your digital marketing that’s perfectly legal and that will probably have a bigger impact than social media. Here are a bunch of those. I presented this at the 2010 ePatient Connections Conference. Here’s the audio from my talk synced up with the slides:

Ready, Willing, and Legal Pharma Social Media…Yes, It’s Possible (1569 downloads) — While pharma and healthcare companies may be limited by regulatory rules about what they can do with social media marketing, many companies have already jumped ahead. This presentation is from the DIA annual meeting and was done to give a nice introduction of what’s currently happening in pharma and healthcare social media. As an additional service to all of you, I’ve taken the audio from my presentation and synced it up with the slides using SlideShare’s SlideCast. I’ve embedded it below. It’s almost as good as being there.

2010 Dosie Award Winners (1477 downloads) — Here is my presentation from the BDI conference “Social Communications & Healthcare: Case Studies & Roundtables” to a packed house of about 350 (standing room only) people where I announced the winners of the Dosie Awards.  As a reminder, the Dosie awards were created to find the best examples of social media in pharma and healthcare. The nominees for the awards were drawn from the Pharma and Healthcare Social Media Wiki you’ve seen on this blog. If a site or program was listed on the Wiki, then it was a nominee. This means there were about 550 nominees, so we had to pare this list down to a set of finalists. You voted for the finalists and we revealed the finalists a few weeks ago. You then voted on the finalists to pick the ultimate winners and now we have them.

Communicating Drug Risking Using New Media Technology (854 downloads) — This was the presentation I did for a regulatory-focused meeting conducted by DIA. What happens when a pharma or healthcare product suddenly needs to communicate a newly found risk with one of their products? Can new channels such as social media be more effective than traditional methods? Below you’ll find a SlideShare Slidecast, which includes the audio from my presentation at DIA matched up with with slides.

Three Things I Learned at the FDA Social Media Hearings and Three I Wish I Had (1403 downloads) –This is a review of what I took away as both a speaker and observer of the recent FDA hearings on social media in healthcare. I heard a few things that I was expecting and a few that surprised me. Ultimately, I learned three things, but didn’t learn about three things that I wish I had. In summary, here are the three things I learned:

    • The FDA gets it
    • MedWatch is dead (a serious AE, BTW)
    • Consumers might actually want us there

And, the things I didn’t learn (but wish I had):

    • FDA’s plan for keeping up
    • The end of red herrings
    • What pharma REALLY wants to do

I presented this at a recent BDI conference. I recorded my talk and matched it up to the slides via the magic at SlideShare. You can check it out here.

FDA Social Media Hearings Testimony–Corrective Action Specific (1635 downloads) – This is my testimony that I presented to the FDA at the recent hearings on the use of social communications in pharma. This specifically addressed FDA’s question regarding “what parameters should apply to the posting of corrective information on Web sites controlled by third parties?” This was for “Question 3″ that addressed the proper “corrective action” process.

FDA Social Media Hearings Testimony–Adverse Events Specific(1406 downloads) — This is my testimony from the recent the FDA upcoming hearings on the use of social communications in pharma. This presentation specifically addressed the FDA’s question regarding adverse event monitoring and reporting. This was for “Question 5″ that addressed issues regarding adverse events.

6 Steps to Getting Your Healthcare Social Media Idea Approved (634 downloads) — Here are the key principles you need to follow to get your pharma or healthcare social media program approved by your legal and regulatory teams. This is a fully annotated version with speaking notes.

Pharma Marketing with Meaning Pecha Kucha (1005 downloads) –Using the Pecha Kucha style (20 slides, 20 seconds each), this is a presentation on Marketing with Meaning and how it relates to pharma marketing. The pharma and healthcare industries have struggled to find a way to truly connect with customers, but continue to use the old, interruptive model of advertising. Using Marketing with Meaning could the answer. Unfortunately, the production company messed up my slides, so I had to improv a bit. Follow this link to my post and you’ll be able to get more details and see a video of my presentation.

Annotated Version of Healthcare and Social Media…Know the Rules (1891 downloads) — Before jumping into social media, it’s important to understand the rules of the game. We have determined that there are five basic principles that every pharma or healthcare brand must follow in order to get started in social media. Following these principles will tell you what to do and what not to do in order ensure you win over your customers instead of chasing them away. The five principles are: Be Aware, Not Afraid, Monitor and Get Involved, All About E.V.E., Prepare to Surrender Control, and It’s Not About You. This is a fully annotated version with speaking notes.

Mini White Papers

Anywhere you see the Mini White Paper icon, you’ll know that you’re getting  posts on a general issue that can be re-applied to many other situations. For example, my post on The Myth of Adverse Event Reporting covers how pharma can deal with adverse event reports and how often they really occur. The information in that post can be used in a number of different situations. So, that’s what it takes to be a “Mini White Paper.” Just look out for this icon.