Introducing: Shwen Gwee as co-blogger

sg-pic-1-240x180I am a proud co-blogger of  Med 2.0, the brainchild of Shwen Gwee. Shwen is a great guy with a clear vision on where the US pharma industry should move using social media. For that matter we found our counterpart on the other side of the ocean, since many of our thoughts are exactly the same as his. I am therefore happy to announce that we were able to get Shwen on board as a co-blogger on our blog as well. This partnership will mutually benefit the readers on our blog, extending our combined expertise and ideas about social media even further across the globe.

We blogged about Shwen before here and here, but for those of you not knowing Shwen, hereinafter a summary of his resume (proudly stolen from his blog):

Shwen’s career goal and aspiration is to combine his background in academia (science), agency (med comm), and industry (pharma) together with his interest, experience, and passion for emerging technologies and new/social media, in order to drive innovation in science and medicine.

Currently, Shwen is part of the Business Solutions group at Vertex Pharmaceuticals, where he leads Health Informatics and New Media initiatives. He acts as the primary interface between various business groups, strategizing and implementing technology solutions to support key business needs, with a primary focus on New and Social Media, Web 2.0, and Health 2.0.

Prior to Vertex, Shwen was a Senior Manager of Marketing Communications at Sepracor Inc., where he managed the Respiratory Speakers Bureau and related KOL meetings and events. He also regularly advised-on and contributed-to various emerging technology and web based projects.
And before Sepracor, Shwen was a Web Producer and Scientific Editor at the Neuroscience Education Institute — a medical communications agency that develops continuing medical education (CME) programs in Psychopharmacology.

Shwen obtained a BS (suma cum laude) in behavioral neuroscience from Northeastern University in Boston, MA. Subsequently, he completed his graduate research in behavioral pharmacology at the University of Cambridge (England, UK), where he also earned a certificate in entrepreneurship.

Shwen currently sits on the advisory board for Pharm LLC (www.msljobsatisfaction.com)

Shwen’s areas of expertise and interests include:

  • Emerging Technologies and New/Social Media (e.g. podcasting, blogging, wikis, etc.)
  • Medical communications and CME
  • Learning technologies and adult learning trends
  • Neuroscience and behavioral pharmacology
  • Web and multimedia development/management
  • Innovation, entrepreneurship, and new business models

Welcome on board Shwen, and happy blogging!

Erik and René

Hacking away!

mbm

You won’t believe it, but I am actually typing this on my tiny little HackBook, aka Dell Mini 9. Running Leopard 10.5.6 smoothly and all hardware -as far as I can see now- seems to be working. The keyboard is really small, so I have to get used to it quite a bit. But overall this is one dell of a machine (pun intended). So what happened between now and my last post about this emotionally challenging experiment?

It took Dell about three weeks to actually deliver the box. On a Wednesday I reserved the evening and dubbed it my solo Hackintosh event. I’m not stupid using a computer and I usually find my way around, but I’m certainly no hardcore hacker. So a tedious online research on the protocols of hacking a Dell Mini 9 was imperative. Fortunately I was not the only nerd with the desire to have a Mac the size of a book so I could find a vast amount of forums where real geeks were kind enough to describe the process step by step. I even prepared a USB stick with the necessary software: MacOS X. 

But first back to the box. Being a Mac user for almost my entire computer life (not true, after my Commodore 64 and Amiga I did start using a PC/AT but was converted to a Mac when I was working for Janssen Pharmaceutica back in 1993, and never looked back) you get used to quality. It sure does sound like a cliche, but opening a Dell box is not the same experience as opening an Apple box (yes, I am biased but doing my utmost to be objective. Seriously). From a marketing point of view intruiging. Apple’s packaging is a true form of art, with even the plastic bags inside sealed with silver wires. Dell’s box is just… a box.

Unboxing a Dell is... different

Unboxing a Dell is... different

Once opened I was first confronted with the physical form factor of the Dell Mini 9. I confess, it did touch my feminin part in me: “How cute!” (now this is out in the open I will from now on only talk GHz, GB, RAM and CPU power). The price tag of €299 became obvious. The Dell Mini 9 feels more like a Fisherprice laptop with plastic all over the place.

So I was ready to go but first I needed to make yet another USB stick with a ‘bootloader’.

[GEEKTALK MODE ON]
Originally the Dell doesn’t recognise the Mac OS. In order to ‘fool’ the Dell one need to load a specific piece of software during startup which makes it understand a USB stick with MacOS X. This bootloader has to be set up in Windows XP. So here the fun started…

Although I use XP in a compulsary way at work, I soon came to realize that being a Mac user I am really, seriously spoiled. I booted up XP and entered the confusing world of this antique OS. OK, I admit that my Dell came with XP Home Edition which is no doubt the most notorious and inferior OS in the family of XP, but still. It started with a mismatch between the keyboard and the OS. I had a US keyboard whereas XP thought I had a Dutch one. Result: all symbols completely messed-up. That really became a problem in the next geeky part, creating the bootloader. I also needed wireless internet but Windows could not get any connection (although it said it was connected but could not find an IP address, or something like that).

I won’t go into detail, but creating the bootloader involved starting up the command line after which I ended up in a kind of window with DOS. Wait, I’ll write that again: DOS. As in Disk Operating System. As in the eighties.

So the code I had to type read something like this: ‘cd C:\syslinux-3.63\win32’, and after that: ‘syslinux.exe -ma E:’. But the keyboard was really freaking out on me. I just could not find the bloody ‘\’. And as you can see, I kind of needed that symbol quite a few times. And did you ever try to find a setting in XP where you can just change the keyboard layout? It drove me nuts and made me want to throw the bloody machine out of the window! And that after only thirty minutes! Aaahh… those good ol’ pre-Mac times of CRA (Computer Related Anxiety).

Anyway, my basic knowledge of DOS which I was forced to learn at school back in the early nineties was still present somewhere in my memory. Eventually I was able to create the bootloader and I was ready for the real work: hacking!

One USB stick with the bootloader in the left port, the Mac OS USB stick in the right. After changing the boot order to start up from the USB bootloader funny letters and numbers magically appeared on my screen. Now it was time to pay attention. Being faithful to my research I typed in ’81’ at a dedicated spot somewhere in the process and to my delight the uberfamous Apple logo filled the tiny 9″ LCD screen. It felt like coming home.

The rest was just the normal setup of Mac OS X. The only thing I still had to do was changing the EFI so that the Dell was actually booting from the Mac OS and voila. I was the owner of a real HackBook.
[GEEKTALK MODE OFF]

The final part of the transformation was applying the specially designed Apple logo over the Dell logo on the cover of the HackBook, and the removal of the cheapo sticker ‘Intel Inside’ and ‘Designed for Windows’ inside. Pathetic, but a neccesity if I ever wanted to be taken seriously among my few friends I still have.

It really is feline...

It really is feline...

Till now all seems to work. Sound, webcam, dimming the screen, wifi. Even the soft pulsing LED when the lid is closed. The battery lasts for about 3 hours which is reasonably good. As said, the keyboard is really tiny but I guess that’s the price one has to pay to be portable. The HackBook is really light which is most welcome when I’m traveling (the second main reason why I bought the Dell mini). I have installed only a few programs since I want to test to what extend the HackBook can be used for what it is designed for: the Cloud.

I will be traveling soon. Expect feedback on my findings using this device on our blog.
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Digital Pharma Congress 2009- Socially Challenged Pharma

exl

We all know Social Marketing is the Next Big Thing. Or at least, that’s what we are all saying to each other. Making each other believe that the era of the 4/5/6 P’s is finally over. And of course Big Pharma can not stay behind forever. In a relatively short period the content of pharma congresses has changed dramatically. Two years ago a typical pharma marketing congress dealt with eDetailing, brand management and CRM systems. Now it’s about communities, Twitter, authenticity and transparency. Finally.

 

 

It was the first attempt for EXL Pharma to enter the ‘Old World’ with their Digital Pharma congress. Already an established event in the States, they now found the time right to see whether the Europeans are like-minded in the exciting area of new/social/digital media in pharma. And it seems that they are not the only one, by the way. This year alone we have been contacted by two other congress organizations which are planning to enter this space as well. It’s an interesting area to be in right now, especially when you have a story to tell.

We just returned from Barcelona (raining for two days, bummer!) and we look back to -in our view- a succesful first event organized by EXL. Of course not all things were perfect, it usually isn’t – especially when you do it for the first time. But I have to admit that Jason Youner and Bryan Main did a good job in pulling this thing off. Kudos go to them.

Now, let’s dive a bit into the program. I won’t cover all presentations, only the ones which were truly remarkable for me. For the Twitter feed with all tweets during the conference I refer to the EXL website with the Cover It Live feed (or search Twitter with #digitalpharma)

Old skool
EXL’s Digital Pharma Europe was organized in Barcelona on March 30 and 31. See for the full program here. The morning of the first day was reserved for a workshop entitled ‘Successfully integrating Digital Media into the Overall Marketing Mix’. Sam Trujillo, Director of Marketing Women’s Health explained in a three hour session the view of Bayer Schering on the way to engage with digital media in the marketing mix. Apart from the fact that a workshop usually involves ‘working’ and we didn’t do more than just listening, I did not find his story appealing and at it’s place at this event. His story was mainly focussing on digital media (fair enough) but it looked like the process he was presenting very much described the traditional approach of pharma companies using media: to stay in control. Seriously, I just do not think that putting your commercials on YouTube will generate a lot of traffic towards your channels. Who on earth is going to watch voluntarely a commercial of a pharma company, including the usual fair balance BS? It’s just not the channel for that.

The rest of the day was reserved for more Social Media stuff. So did Jeff Hithcock from ‘Children With Diabetes‘ (CWD) a touching presentation on his social network for parents and children with diabetes. Once started as a virtual space he created for his daughter suffering from diabetes, now a huge online community for thousands of diabetes children. Recently J&J acquired CWD. It’s not clear to me however what’s in it for J&J.

Pharma going social
Another great presentation was from Heidi Youngkin, Executive Director Global Marketing at J&J. She held an informative and engaging talk on her ‘Social Media Adventures’ within J&J. Intruiging to see that a pharma company is already that advanced. No doubt the fact that J&J is a huge company with a lot of FMCG might help, but still. I’m sure that her guidelines will be used as a ‘golden standard’ and reference frame within more pharma companies (I saw a lot of people making notes, since her presentation was not available online). Interestingly J&J started slowly with a blog about the history of the company (nice and safe). After they gained sufficient experience with this new medium they introduced a blog more specifically targeted towards their end users and dealing with more complex subjects. Now they have entered the third stage, going beyond blogs such as participating in the beforementioned community CWD. During the rest of the  conference J&J was quoted and cited as ‘Best Practices’ on several occassions.

The first day finished by a lively panel discussion moderated by Len Starnes, Head of Digital Marketing & Sales General Medicine at Bayer Schering. The panel discussion covered the paradigm shift of web 2.0 in the pharma world. Or should we say how pharma lives in the past not using (some of) these technologies. Interestingly it turned out that the FDA was present as well. Silently sitting in the back of the room, observing how Big Pharma is struggling with this paradigm shift. It sure is a pitty they (or anybody else for that matter) didn’t take the opportunity to start the conversation. And where were the European authorities?

Doctors and communities
Len must have done a great deal with EXL 😉 because the next day he kicked-off the second day of the event with his presentation entitled ‘Healthcare Professionals’ Social Networks – The Beginning of the End of Pharma Marketing As We Know It’. We’ve met Len at several other congresses and it’s always good to listen to his vision on digital marketing within Big Pharma. This time he gave a sound overview of all possible social networks available for the HCP (Health Care Professional). Although a few big players (Sermo and MedScape) there is still room for niche players like Ozmosis for example. And what about Europe? Well, it seems that Doctors.net.uk and DocCheck Faces are the biggest players on our continent but they will soon face competition by the Powerhouse Sermo which intends to introduce here in the not so distant future. Main question of course is how Big Pharma can participate in these communities. Sermo has a partnership with Pfizer, so is this the way to go? Len was firm in his statement that the pharma industry should observe, research, engage and discuss, but under no circumstances should hard sell. He also did a small poll on LinkedIn which showed that 86% of his network believes that Social Networks will have an impact on pharma marketing within the near future.

Enterprise 2.0 and innovation in Pharma

My presentation was next, talking about the internal use of Social Media in the light of innovation in marketing services. I am always surprised to see that an entire industry just jumps on the bandwagon of using social media for external use and just forgets that they first have to deal with yet another -equally important- community: their employees. Why is it that I can’t find more about my colleagues in Outlook’s address book other than their name, telephone number and office number whereas when I check on Facebook and LinkedIn I can find half of their life? Why is it that even a New Media Specialist is blocked access to YouTube at the office because she ‘might watch YouTube videos all day long’? Get seriouss, executives. Wake up in a new world and embrace yourself for the entrance of the digital natives, people who are actually used to share information with each other (and are hence not afraid to lose their ‘power’ when they do). Or read this for a change. We want to create a common platform within our organization where employees can find our internal blog, wikis, podcasts and share ideas. And if that means that we have to pull-in some people screamin’ and kickin’, so it is. Change is never without some pain.

 

 

 

 

YouTube genius
Yet another great presentation was from Kevin Nalty, Marketing Director Dermatology at a large pharma company which name could not be revealed but starts with an ‘M’ and ends with ‘erck’. Besides his serious job he moonlights as an official YouTube Comedian. His website Willvideoforfood is described as ‘a blog for online video, advertising, viral marketing, consumer generated media and blatant self-promotion’. Don’t know if he really needs a site doing all this since he’s one of the top-10 most viewed YouTube comedians with more than 750 videos seen in excess of 60 million times. He even wrote an e-book ‘How To Become Popular On YouTube Without Any Talent’. Well, I don’t have to explain you that we 100% agree with his vision about the power of video in communication. What we do differ in opinion is that although content is still king, form is becoming more and more important. By that I mean that the basic elements of filming should be carried out well (e.g. sound, lightning, basic rules of camera movement). That doesn’t mean that I think one should make a slick commercial. Please don’t. Some ‘rough edges’ gives it most of the time a bit more genuine look. But I will skip videos where the sound quality is poor, even if they have a nice story to tell.

Now, online video is exploding: Pharma, wake up and start using it!

The last presentation was an overview of the possibilities Google has to offer big Pharma. Interesting in that respect is Google.org, a CSR initiative of Google helping the community with their innovative concepts.

A quick wrap up ended the Digital Pharma Congress in Barcelona. Main take home messages of the audience (well, from people who actually dared to shout it out loud):

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That last point was not put in by me, but most probably due to me…

The future
I think it was a good start for such an event. I hope that for next congresses dealing with this subjects participation of European authorities is paramount since they are the gatekeepers of communication possibilities within our industry. Compared to the US Europe is different in that respect, also because we (still) have many different local authorities which can play and are playing according to their rules. The market is changing, people are getting more informed. The question is which information they use in order to get informed, and to what respect the quality of information is improved if Pharma can participate in the discussion. Pharma on the other hand should take it’s responsibility too, by being open and transparent about their products and claims. Pharma is low on the trust-scale, time to open up and fix that. Looking to the people in the audience I have the feeling that Pharma is ready for it. Now authorities, give them the opportunity to do so.

Stay tuned, soon I will post my presentation including the video online.

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