Live from the ePharma Summit: Panel Discussion, Real Age

Moderator:

James Chase, Editor-In-Chief, MEDICAL, MARKETING & MEDIA

Panelists:

Dr. Michael Roizen, Chief Wellness Officer & Chairman of the Wellness Institute, CLEVELAND CLINIC
Mike Wojeck, Vice President, Strategic Solutions, REAL AGE INC.
Mary Pietrowski, Director of Consumer and eMarketing, HOLOGIC
Laura Plummer, Patient Perspective
Bob Harrell, Director eMarketing, SHIRE PHARMACEUTICALS

Laura and Dr. Roizen discuss Laura's success from 44, smoker and overweight to one year later, healthy, non-smoker and a "do-over." Laura went on medicine to quit and didn't gain weight after she stopped smoking, because of Dr. Roizen's guidance. Laura was featured on Oprah.

Laura, "You can't talk the talk unless you walk the walk."

Laura has become a drug salesman to help them get healthy, keep good cholesterol and keep her BP down.

Q: What is a way that we can market and educate consumers about health--what's your idea of a smart patient?

"Think about the whole patient, look at the drug and think about solutions for the patients. Lifestyle changes--we can promote them to help and educate people. Why can't we promote a more holistic view of what healthcare can be? ...Look at the whole life and the roles that medication can play."

"We should empower patients. Offer them support so they understand what will happen to them, not from a scientific point but on a personal level"

Q: What is the role of online media to promote dialogue with patients?

"Provide an audience that is engaged about their health and elegantly introducing Novasure. There are medications out there that don't necessarily need to be owned but can be rented to get a better understanding of their bodies. Understanding where we can find relationships, dialogue and how to get involved. Work toward driving demand from a physician side."

"Women think that they must suck it up and not talk about the heavy bleeding with menstrual cycles, and we thought to educate the women about this procedure and the effects that heavy bleeding has on the woman. By targeting specific audiences through the website, they are able to share the education in conjunction with the product."

"Finding ways to engage the participants as well as the physicians."

Q: Laura, how did you benefit from the online space?

"It told me foods to eat, why they were good for me and what benefit I was going to get with that food. It helped me even cook foods that I'd never heard of..."

"The target audience for Real Age is 45 and women, Laura's age."

Talk: http://www.mammosite.com/

Q: What is the nugget that we as digital marketers can do tomorrow?

"Step back and look at your marketing strategy? What is the message and what are you trying to tell them. Why are you ready for Facebook: what is your message and is it appropriate?"

"Can the emotional engagement be done on a website?"

"Look at ways to flip your perspective as a marketer. Bringing out these patients stories in their own voice. Capturing stories in audio, video is expensive. We can participate more authentically with people."

"Educate people on how to talk to their doctor. Diagnostic tests, conversing with your doctor--very critical."

Q: Dr. Roizen, can you speak to the right kind and depth of educational material to really motivate change?

"We can get everyone engaged online like Laura was. We have the Lifestyle 180 program, which is 12 four hour sessions. Low cost sessions that are an hour of cooking, physical therapy, stress management and disease management. How do we reverse disease? Lifestyle management may be more important in keeping them out of the hospital--21 diseases in all. Giving educational materials and instruction so that they don't have to come back--but they do and we encourage them to do so. It has to be attainable, fun and emotionally engaging. A program of basics to make great tasting food that is good for them. Need web support but it has to be emotionally engaging. Online or in person, they must be emotionally engaged. Buddies are important, like online media--buddies are important. Getting the patient involved with another patient and getting them both involved--works for medicine."

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Live from the ePharma Summit: RealAge and YOU: You staying Young?

Dr. Michael F. Roizen

Dr. Roizen discusses the "Two revolutions in Health"

Genomics & Stems

Personalized Medicine

Diverticulitis, getting emotionally involved in your body--how to get involved with your bodies and how they function. Must get enough fiber, 8-10 grams at breakfast and lunch so that you don't get the munchies the rest of the day. Most Americans get most of there fiber from dinner which is a waste. Getting to know and understanding your body helps to maintain and lower healthcare costs. The individuals have to keep up with their bodies to do what is best for them--understanding their bodies.

Goals

• Understanding your body
• You get a do-over
• Why sugar and saturated fat injures your body
• Why omentum is important to health
• food, exercise and medicines are like friends

Prevention is different than wellness.

Bariatric procedures effect your desire to eat plus it cures diabetes and hypertension. Diabetic needs get removed after the operation. 70% cure rate of diabetes. Lifestyle changes can cure diseases and whether the genes are ratcheted up in the body to specific tendencies.

Type II Diabetes

Makes your RealAge 1.5. Older for each either with average and it adds on each year. With A1c, BP, LDL, HDL and TC Control.

Requires multiple medications to hit targets for diabetes management.

Name the drugs as "friends" to look at how that friends is helping them to achieve something positive for their bodies. Some have issues but more often than not, they are beneficial.

Tell patients: "You get to change your family history."

Smoking one pack a day makes you between 8-12 years older, but if you stop by age 35 you get all of that time back--a "do over."

Make your RealAge younger

• BP Control
• Cigarette Cessation
• Stress Control
• Patrol Own Health
• Quality/Quantity of Sex
• Nutritional Choices

Be sure to check out the Real Age books.

Aging at a worldwide concern...

All genes do is make proteins or watch other genes-- YOU control your genetic inheritance.
Walking 30 minutes per day can reverse your genetic heritage. Everyone one of us has weaknesses in our genes but it depends on how you enforce your body to do the right thing.

Our habits can change how and if we get breast cancer, colon cancer or prostate cancer. By doing exercise and correct eating habits--you get to determine whether your genes are on our not.

Adding 4 helping of broccoli per week can help knock out breast and prostate cancer. Adding one food in the diet can change the protein and the gene to change to eradicate the possibility of these cancers.

The USA has twice the disease prevalence as Europe. Why? We have twice as much illness and cost of illness because we have to change the Real Age number, people are younger they need much less care and less diseases occur in the population.

Fat in your belly is metabolic and it hormonally active and causes insulin resistance and inflammation in your body. Obesity is a 18yr problem in the US. We must make patients smart to drive the costs down.

Major Agers

• Bad Genes
• Oxidation & Inefficient Mitochondria
• Stem-Cell slowdown
• Declining Defences

...among others

Prevention is the key, not prescriptions.

You can't test to health, you have to live to health.

Lifestyle 180: enables patients to engage, attainable and provide practical ways for people to manage their lifestyle to prevent or care for a disease.

We must make patients smarter--we will stay competitive as a nation, is if we can drive down the cost of illness.

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Live from the ePharma Summit: Panel Discussion, Tuesday AM

Nancy Phelan- Wyeth
Nan Forte- WebMD
John Fish- AstraZeneca
Kathleen Oniel-Hayes Oniel Consulting
Bob Lord-Razorfish
Paul Ivans, Chairperson

An increasing demand for emarketing, Pharma is going through a transition as the public asks more questions and we ask more questions of ourselves. More and more brands are putting patience assistance/coupons on their sites to drive the product. There will be a much larger increase for a demand in ePharma. Increased transparency and utility online, there should be a bigger emphasis on safety. We should see increased external and internal scrutiny and regulation.

Nan Forte--WebMD
Looking at Personal and Environmental Sustainability with its core values. Food and wellness manufacturers are repositioning themselves as "health and wellness" companies. Let's engage the right audience at the right time to go beyond DTC--beyond TV and TTYD is not a CTA anymore. Work toward branded engagement by Originality + The Perfect Fit = Purpose, your brand should fill a void or create a real need.

John Fish--AstraZeneca
Content at the point of consumption is the new pink...i.e., Web 4.0. Websites as destination strategies are dead. Micro blogging, applications, etc completely change how your customer views your product. Marketing Funnel is not a maze...look at timing, convenience and distribution. Keep a relationship with your content and with your grand. The customers are now the brand stewards--you don't have control anymore. You must relearn it. Web 3.0 and mobile location based services will game change online media and search advertising models. Web 4.0 will connect everything to the Internet that's worth connecting...

Kathleen Oniel--Hayes Oniel Consulting
Even with health care professionals, will go from audiences of millions to millions of audiences. The "new commercial model" developing in the industry will require Marketers to develop skills in Managed Carek Marketing and Health Economics and understand the art and operations of Mass Customization. Change must happen.

Bob Lord--Razorfish
Looking at the "Third Marketing Channel"-- social influence marketing. You must consider this, have a strategy and have a purpose for it. How do you want to accomplish it, how do you go about doing it... You want to get to the person to influences the buyers. The Power of Social is to get the "influencer" ROI...optimizing your way to great results.

Check out photos here!

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Live from the ePharma Summit: Chairperson Paul Ivans

Paul Ivans, President, EVOLUTION ROAD; Conference Chairman

Nancy Phelan, Executive Director, Consumer Communications & eMarketing, WYETH, Conference Co-Chair

--- Nancy was recently featured in Working Mother Magazine. Go Nancy!

Paul shares how the economy has impacted our business, but that its going forward. He also encourages attendees to network with the best of the best and anticipate working more with social media.

Look out for these great subjects:

• Social Media and Web 2.0



• Generating sales and ROI



• Innovation



• Integration



• Web 3.0



• Online Video



• New Agency Models



• Digital Research



• Mobile



• Helping People Live Healthier Lives

Paul stresses that Pharma is a good thing, providing information and support that allows people to live good lives. As digital marketers we are uniquely qualified to get the Pharm industry out of the valley.

People in this room will help people stay healthier, stay on the therapy that they need to be healthier.

As digital marketers we provide health info and support to make people make educated decisions about what pharmaceuticals that they should use.

Again, ePharma will help Pharma overcome huge challenges by driving the business.

Brand.com websites are driving--let's keep it moving.

Digital Connective Tissue:

But importantly, ePharma should address TV and Field Promotion issues, proving ROIs and driving millions to the right products and doctors--to ultimately drive people to better help.

Looking at the internet browswer, we can do so much--like advertising on steroids. Plus tomorrow, we can go beyond the browser to iPhone applications, Kindle and Wii Fit, etc.

Think of techonolgy and services as integral parts of what we do.

...and there are a lot of great starts from the FitBit to AT&T Telehealth.

What's in store for tomorrow?

Three things from Paul:

1. Think Big, really big and address the Industry's clinical issues
2. Get Pharma in The Game--social media, online video and mobile devices
3. Think products and services: Digital as Connective Tissue

Updated 2/11

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Live from the ePharma Summit!

We are live from the conference at the Hyatt Regency in Philadelphia. As a participant in the event, you can keep up with the conference by following us live online through our various channels.

Over the next two days, we’ll be covering the conference live here at the ePharma Summit Blog and also at the ePharma Summit Twitter feed — for those of you here in Philadelphia, take advantage and be sure to join us for a tweetup! We’ll also be recording excerpts from the presentations and exclusive interviews on the ePharma Summit webpage. We also encourage you to join the ePharma Summit LinkedIn Group, where you network with over 300 ePharma marketing professionals both during and after the ePharma Summit!


Take a minute to see what Lesly Atlas, the Conference Director, is looking forward to at this year's event.

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Are Direct-to-Consumer Drug Ads Doomed?

Direct-to-Consumer pharmaceutical ads may be on the way out. According to TIME, Direct-to-consumer (DTC) advertising by pharmaceutical companies has always been somewhat controversial. The U.S. is one of only two countries that permit it (New Zealand is the other). Critics claim that these advertisements encourage consumers to seek out overly expensive brand-name drugs from doctors. By having pharmaceutical ads on television, the general public may get the wrong idea of what Big Pharma is about, thinking they're out to deliver brands over disease medication. President Obama is trying hard to fight Big Pharma, and may have these controversial DTC ads taken off of the nation's television broadcast system--but that won't be for awhile. Do you think that these ads have a place within the public media sphere?

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