Danielle's blog
Social media: no country for credibility gaps
6 strategies for preserving your company’s reputation online.
One danger with using social media is that it can be far too easy to shoot off a message without thinking—or even fully understanding an issue. This recently became a huge problem for actor Ashton Kutcher, following an uninformed statement he made about Joe Paterno being fired from Penn State. Kutcher’s initial outraged tweet has since been deleted from his account, as well as all of the other apologetic tweets he made that night. But impressions have been formed about the star (who has more than 2 million Twitter followers) and his take on Paterno and the scandal.
Biotech managers should do all they can to avoid making a similar critical gaffe on social media. Here are 6 strategies for constructing informed, credible messages.
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Connecting people inside and out
Use social media to address the needs of internal and external stakeholders.
“Your customers and employees are social. What about your company?” George Hu, an executive vice president at Salesforce.com, hopes you and your biotech corporation colleagues will ask yourselves this question, if you haven’t already.
Hu and Brian Halligan, CEO and cofounder of HubSpot, inspired decision makers to cultivate inwardly and outwardly focused social media presences during their recent Webinar “Social Revolution: Connecting With Today’s Customer.”
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Keep it simple with your writing
6 ideas for sending efficient e-mail communications to your team.
I recently read a post on the AMA Style Insider blog called “Say It Small.” In it, the author argues the case for making one’s messages more efficient. (The article also makes me wonder if Ernest Hemingway was the prototypical Twitter user—the post begins with a 6-word Hemingway story. Can’t get much briefer than that!)
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The name game: new rules for medical error avoidance
Here are 7 steps to consider when constructing brand names that will pass FDA scrutiny.
What’s in a name? For Shakespeare’s Juliet of the Capulet clan, “Montague,” the family name of her beloved Romeo, rendered him off-limits in the eyes of her handlers and ultimately led to the youngsters’ deaths. For patients filling prescriptions at the pharmacy, a wrong or confusing name can also have life or death implications.
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Social media: 5 key findings
Here’s some information about consumer attitudes toward online health information, and what it means for your marketing activities.
The Pew Research Center recently released results from The Social Life of Health Information, 2011, a study conducted by the center’s Internet & American Life Project, to analyze consumer use of various Internet channels.
Some key findings that biotech brand managers might be interested in include:
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Biotech managers: don’t get comfy during DDMAC review
Here are 6 things you can do to keep momentum going with your brand while waiting for regulatory feedback.
Think that the point at which you’ve shipped off files and reference binders for FDA review of your job is a mini-vacation in the home stretch of your brand’s launch?
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5 tips for offline review of promotional materials
Save time on paper and electronic copy approval review by facilitating the next person’s critique.
Not every job created at a pharmaceutical company is destined for a live meeting. This means that, in addition to ensuring that your verbal skills promote clarity and consensus, you will need to do the same with your writing ability. Here are some ideas for developing an effective writing style for paper or electronic copy review.
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Make nice on Twitter: 5 ideas for biotech brand managers
Learn to be a good Twitter citizen—and a good brand representative—in the virtual world.
Quickly connecting with large numbers of the public with a paltry 140 characters a pop is seductive, but with this great power comes great responsibility. Keep these 5 guidelines in mind for preserving a positive Twitter buzz about your biotech brand.
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4 tips for becoming a mojo-working biotech brand manager
Learn how to turn heads when it comes to your brand.
Bluesman Muddy Waters. Austin Powers of the eponymous movie trilogy. Rapper/singer Kid Cudi. What do they have in common? All 3 have explored the mystery of mojo in song and swagger.
Mojo, as defined by Merriam-Webster, is magical power. Mojo is that intangible something that makes people pay attention, to react favorably to what you say or do.
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Biotech brand managers and the specialty pharma dilemma
Niche markets are gaining traction. To be successful in this arena, consider these 4 challenges.
Lucrative blockbuster drugs are golden handcuffs in a sense, with their revenue-generating power tempered by the prospects of major financial instability from lawsuits and patent expiry. These days, more companies will begin to feel the sting of the billion-dollar drug club.
According to a recent news item from the University of Pennsylvania site Knowledge@Wharton “no fewer than 9 of the industry’s 10 biggest blockbusters will go off-patent and face low-cost generic competition within 5 years.”
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