hannel marketing is not a new concept. What is new is the network broadcasting the message. Based on her interviews with several pharmaceutical marketing executives, Carolyn Gretton, editor of this month’s Forum, reports that pharmaceutical companies and their healthcare advertising agencies are becoming increasingly adept at using digital tools and social networking sites to reach their customers — physicians and patients — on a more personal level. As these ever-evolving media are transforming from bit players to central information resources in the media mix, marketers are learning new lessons and strategies along the way. Companies are setting up blogs, YouTube channels, and online communities that provide valuable health information to consumers while delivering the company’s brand message. This new age of instant communication gratification — texting, instant messaging, etc. — may mean no one is ever out of touch, but these digital tools do require new disciplines and oversight. The pharma industry’s next digital frontier includes information-rich social networking sites, such as MySpace, Facebook, and Twitter, which can be used to identify and target specific audiences with more precision than more traditional forms of DTC or professional advertising or marketing communications. However, these media also force companies to tread a thin and continually shifting line between satisfying consumers’ desire for information and intruding on what they perceive as their personal Web space. One of the biggest challenges companies face in the social media space is that they don’t have control over the input on these social sites, which tend to follow the Internet’s fast-and-loose style of uncensored expression and can do as much harm as good to a company’s image and its products and brands. In this new “Wild West" media environment, marketers as well as other company executives should take heed of a cautionary tale of a Twitter gone bad. A recently documented misstep involving Ketchum, FedEx, and Twitter should be a lesson for all. While on a trip to visit client FedEx at its headquarters in Memphis, a Ketchum executive posted a derogatory comment about the city on his Twitter feed, which was being monitored by an employee at FedEx in anticipation of said executive’s arrival. The FedEx employee forwarded the message to his company executives, who then expressed their displeasure to the corporate echelon at Ketchum. To most, this would appear to be a small indiscretion, but the potential consequences in terms of lost business for the PR company is huge. This evolving personalization of communication has many advantages, but the cons are as numerous. More than ever a communication is not just about a product, brand, or company, it’s your personal online stamp, which can become not only a reflection on your reputation but that of your organization. Twitter, text, Facebook, instant message away — just remember somebody is always watching, and that somebody might just be your client, boss, or competitor. Taren Grom Editor Changing the channel Taren Grom Big Brother is watching, so careful how you Tweet, text, etc. View ON advertising A supporting publication to Pharmavoice Volume 7 • Number 1 Publisher Lisa Banket Editor Taren Grom Creative Director Marah Walsh EDitorS Carolyn Gretton Denise Myshko Kim Ribbink design associate Cathy Liszewski national account manager Cathy Tracy sales representative Kate Guerrierro Copyright 2009 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Seven, Number One VIEW is published as a special issue to PharmaVOICE, which is published monthly except August and December, by PharmaLinx LLC, P.O. Box 327, Titusville, NJ 08560. Periodicals postage paid at Titusville, NJ 08560 and additional mailing offices. Postmaster: Send address changes to PharmaVoice, P.O. Box 292345, Kettering, OH 45429-0345. VIEW and PharmaVoice Coverage and Distribution: Domestic subscriptions are available at $190 for one year (10 issues plus VIEWs). Foreign subscriptions: 10 issues plus VIEWs US$360. Contact PharmaLinx at P.O. Box 327, Titusville, NJ 08560. Call us at 609.730.0196 or FAX your order to 609.730.0197. Contributions: The VIEW and PharmaVoice are not responsible for unsolicited contributions of any type. Unless otherwise agreed in writing, The VIEW and PharmaVoice retain all rights on material published in The VIEW and PharmaVoice for a period of six months after publication and reprint rights after that period expires. E-mail: [email protected]. Change of address: Please allow six weeks for a change of address. Send your new address along with your subscription label to PharmaVoice, P.O. Box 292345, Kettering, OH 45429-0345. Call us at 800.607.4410 or FAX your change to 937.890.0221. E-mail: [email protected]. Important notice: The post office will not forward copies of this magazine. The VIEW and PharmaVoice are not responsible for replacing undelivered copies due to lack of or late notification of address change Advertising in VIEW or PharmaVoice: To advertise in a VIEW or PharmaVoice please contact our Advertising Department at P.O. Box 327, Titusville, NJ 08560, or telephone us at 609.730.0196. E-mail: [email protected]. www.pharmavoice.com Letters Send your letters to [email protected]. Please include your name, title, company, and business phone number. Letters chosen for publication may be edited for length and clarity. All submissions become the property of PharmaLinx LLC.

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