Tamooz Medical Communications

iPod Educational App

2010-04-07T11:36:00.008+03:00

The iPhone user interface with its multi-touch screen offer a friendly, simple and advanced experience that is of great advantage for educational applications.

Tamooz has developed an educational tool for Medtronic spinal chord stimulation treatments. Medtronic is a world leader in medical technologies and pioneering therapies, and has developed Neurostimulators that treat pain by sending mild electrical impulses to the epidural space near the spine. These impulses replace pain with a tingling sensation.

The application provides a simple and helpful tool that imitates how the spinal cord moves within the spinal canal according to patient various body positions. Developed to show how changes in body posture affect the spacing between the spinal cord and vertabrae, this is a quick and easy tool to help physicians and their patients better understand how spinal neurostimulators are affected by patient movement.

This app leverages the accelerometer in the iPhone and iPod Touch to make it easy to demonstrate how a spinal cord stimulation device can automatically increase and decrease stimulation to help manage a patients' pain without the patient needing to constantly reach for a programmer.

Gilad Karni

Medical Devices and Clutter

2010-04-06T17:29:00.004+03:00

An exhibition is a great opportunity to expose medical devices to potential users. Booth space can work well to present new features, launch of new devices and hands-on demonstration.

However, when walking in congress halls, many times one will find that big machines create a cluttered and uninviting space inside the booth area. Delegates can easily be turned off by a booth that seems to be choked with bulky apparatus.

This is another example where less is more. A booth has to have enough space that is welcoming and allows for pleasant atmosphere. If budget allows, go for ample space that shows all relevant devices with enough room for hospitality. If not, consider which devices are absolutely necessary and which are not.

Another approach is to remove clutter by the use of electronic forms of information. The combination of printed materials, posters and panels for every device can easily choke the booth space. Here, transfer of data into computerized presentation will free space and also create an attraction by its own right.

An example that worked well, is the booth that Tamooz designed for CaridianBCT at Medlab. CaridianBCT is a leading global provider in the blood banking, therapeutic apheresis and transfusion medicine industries. For the exhibition at Medlab, Tamooz has designed an architecture that locates the devices in the booth front, and balances the presentation by creating a 3D roofed architecture that defines hospitality space. The combination of architecture, simple shapes and brand color palette create a well balanced booth that is both inviting and achieves thorough presentation of devices.

Gilad Karni

How Many Followers on Twitter?

2010-04-06T14:46:00.006+03:00

A quick look at pharma and healthcare twitter accounts reveals that the number of followers is measured by hundreds up to a few thousands of followers for any pharma account at corporate level.

For example, Pfizer has about 5,800 followers and Johnson & Johnson 3,400 followers.

It might seem as big numbers, but when you take into consideration that followers can be patients, physicians, investors or simply the general public, the number of followers for each type of stakeholder is relatively small. If, for example, you could measure how many followers are actual patients from the US, probably it would appear as relatively low numbers.

There is a relation between twitter content and the numbers of actual followers. One of the accounts that I like to follow myself is provided by Roche. Here the followers recieve not only PR releases, but also posts directing to interesting articles, and there is a clear effort to use twitter to actively communicate with the following community.

Gilad Karni

Brand in Motion

2010-02-16T02:03:00.003+02:00

A short branded animation is a good tool to be used at scientific meetings, round tables and booths.
A nice cost effective option is to create an animation from existing brand images and materials and add to them motion, text messages and music.

Here is a good example of such a brand animation that was created for the Reptiva drug and worked well to bring the brand to life.

Gilad Karni

Misleading Drug Ads

2010-02-16T01:38:00.003+02:00

In 2009 the FDA's unit that regulates advertising has sent 41 enforcement letters to crack down on questionable marketing claims, twice the number sent in 2008.

For example, When drug maker Allergan came out with the new eyelash thickening drug Latisse last year, it put on a marketing blitz featuring actress Brooke Shields. The Latisse Web site showed her longer, thicker lashes from the drug.

However, the site barely mentioned Latisse's side effects, which can include hair growth outside of the treatment area, a permanent darkening of eye color and bacterial infections that can lead to blindness.

In response the FDA issued an official warning letter in September 2009 and scolded
Allergan for its "misleading" claims about Latisse, which it said "omit and minimize" the drug's side effects. It demanded the company fix the web site immediately.

This and other 10 misleading ads published by Forbes.

Gilad Karni

Registries

2009-12-31T23:59:00.004+02:00

Medical registries are systematic collections of data about certain diseases.
They have become very important tools for physicians who can access relevant medical information of many patients with same diagnossis and treatments. The records within registries enables to follow patterns in disease diagnosis, treatment and/or survival patterns over time.

There are registries for cancer diseases as well as other therapeutical areas. A recent article in the NYT has a detailed overview of a registry of cystic fybrosis patients and its contribution in fighting the disease.

As registries become more widespread, it is important for companies to review their role and cooperation with such initiatives. Whether it is data or sponsorship that pharma provides, the benefits lie with the connection between the medical community and the industry.

Drug Ads

2009-12-31T23:59:00.002+02:00

International Booth In USA

2009-12-31T23:10:00.005+02:00

A big share of physicians attending congresses in the US come from abroad, so it is important that marketing efforts are directed both to local and international audiences. However, the drug labeling often differ between countries, and cetrain information or messaging that is approved for the international audience might not be approved for presentation to American one.

So how can you present information in a medical both that is aimed only to international audience? How to prevent American physicians from being part of the exposure?

A good example is the booth that Tamooz has designed for Roche at the American Association of Hematology annual meeting in New Orleans. In this case, the international MabThera (Rituximab) booth was designed as a closed space where only international delegates were allowed in.

As physicians came in they found an intimate space secluded from all the hustle and bustle of the exhibition floor. Excellent Italian coffeee together with an inviting sitting area imitated a European coffee house which was appreciated by the international delegates. The booth has served as a good platform for generating discussions between the delegates and Roche representatives.

Pfizer Intranet Portal

2009-11-29T07:22:00.004+02:00

Appropriate brand strategy applied to products, projects and corporate are an obvious must. What about internal tools? They should not be ignored. Careful planning and brand objectives are relevant here as well, and the relation with the external brands should be considered too.

A good example for brand implementation of an intranet portal is the one applied by Pfizer for its manufacturing colleauges. A case study is presented by The Archer Group - the marketing agency.

Gilad Karni

Examples of Drop-Down and Sliding Menus

2009-11-29T07:02:00.004+02:00

Drop-Down and sliding menus are among the first web design elements a customer is exposed to when navigating to branded websites

A great collection of interesting menus is displayed by Spyrestudios here.

Gilad Karni

Patients Can Talk Back With Sidewiki

2009-11-29T00:22:00.005+02:00

Sidewiki is a feature on Google's toolbar that allows anyone to comment on pages as they surf the web. As a social media tool, Sidewiki allows other surfers to read these comments.

What does this mean for medical sites?

It means that patients and physicans alike can leave comments on branded sites with no pharma control. Consumers can report adverse events. Physicians can have on-line on-site discussions of off label use.

It is not clear yet how the industry will handle the situation. Benjamin Curtis of PharmExec reports ways to block the Sidewiki service. However, he adds that Google can probably work around them. This is going to be an interesting subject to follow...

Gilad Karni

Brand Family or Separated Brands?

2009-11-28T23:47:00.008+02:00

You have a drug or a medical device which deserves and needs a strong brand recognition. And then you have the research and/or technology that supports the drug or device that can enjoy branding in its own right...

Should they have completely separated branding or related branding?

Technology and research form the scientific and medical support for the product. Bold branding of it might seem inappropriate. However, a recognizable connection between the product and its scientific foundation provides a strong link to the most important messages of the brand.

I think such cases need careful examination. There is no one right answer. The right approach depends on the therapeutical area, the type and scope of studies, and the strength of the existing brand, among other things.

For Saizen, a growth hormone made by Merck Serono, the approach to build a strong family brand was a good solution. The branding of scientific projects with relation to the brand family meant an immediate differentiation. In the mind of physicians, there was a strong relation between Merck's product and significant research.

Gilad Karni

Vintage Labeling

2009-11-28T22:34:00.006+02:00

The International Museum of Surgical Science in Chicago holds an interesting collection of vintage apothecary shop remedies. These were popular concoctions sold in retail shops with great success.

Shown here are some of Lydia E. Pinkham's patent medicines that enjoyed widespread popularity from the 1870s that remained common well into the 20th century.

Apothecary is a historical name for medical professionals who offered ingredients for medicine, patented medicine and general medical advice in the days prior to modern sciences of chemistry and pharmacology. They are considered the precursors to today's pharmacists.

Gilad Karni

PhRMA Code - Own It

2009-11-10T15:46:00.009+02:00

The PhRMA code - is it a threat or an opportunity?

We marketeers want to do what we know best - to market our drugs, devices and data while using all available marketing tools. Obviously, limitations imposed by the PhRMA code might seem daunting and frustrating.

I believe these times represent change that is good for the industry, and the real wisdom here for us marketing people is to feel we are an integral part of the process and take an active role in owning the code and its implications.

Times of change represent difficulties but opportunities too. Those who are fast to understand the changing environment and first to lead and innovate will harvest their success.

Gilad Karni

Out of the Box Placement

2009-11-10T14:49:00.004+02:00

Brilliant, isn't it?

Positioning of chicken soup as a cold medication alternative.

Seen on Drew's Marketing Minute

Gilad Karni

Optimizing Contact Area

2009-11-10T11:07:00.007+02:00

Lets assume that during the lecture breaks in congresses the physicians are actually eager to go and spend time in your amazing branded booth. How do you make sure that the booth area can handle all the traffic in an efficient manner? How do you optimize contact between doctors and displays? Between doctors and reps?

One solution is to increase circumference. To enlarge the surface area that delegates face. Instead of one display, divide your showcases to a few dislays. One big display might have the ability to stand 10 physicians around it while three smaller displays can accomodate 20 physicians.

At EASD in Vienna, Tamooz has designed a booth for Bayer Healthcare that presented to physicians a wide product line of glucose meters. In order to simplify and at the same time highlight new devices, we have produced a few showcases with each one presenting all devices and at the same time highlighting the most important ones. Each stand was capable of accomodating 6 delegates at the same time, and the reps had easy access to product information on multimedia screens.

Gilad Karni

The Changing Media Landscape

2009-11-10T10:42:00.004+02:00

If there was any more need to prove that the marketing mix has to take into account new and changing media options, here is an in your face facts and stats video presentation. It is a fun and clear presentation of the media landscape including convergence and technology.

Content by XPLANE, The Economist, Karl Fisch, Scott McLeod and Laura Bestler. Design and development by XPLANE, http://www.xplane.com/.

Gilad Karni

KOLs and Google Alert

2009-11-04T15:00:00.007+02:00

A simple yet effective tool to help build good relationship with KOLs is Google Alert.

Building and maintaining good relationships with KOLs is key. A nice and easy way to help with that is the Google Alert feature, with which it is easy to spot any new publications or awards or any mention in the news. Simply add the name of your subject and get emails or feeds sent to your inbox.

Gilad Karni

How to Make Physicians Stay?

2009-11-04T12:45:00.012+02:00

Presenting in congresses is a common part of the marketing mix, and an important exposure opportunity. Yet, you are lucky if physicians spend more than a minute or two in your booth area before moving on to the next booth or to the next lecture.

A good example for making physicians spend more time with the company booth is the LEO Pharma design at EADV in Berlin a few weeks ago. Here Tamooz has built a booth shaped as an airplane. As doctors came to see the structure they were invited into the plane, and once sitted on real plane armchairs, they were "captivated" for a session of movie and messages delivered by hostaces.

Gilad Karni