Category Archives: debate

Breaking: Yahoo is not a speciality pharma company

Dan Primack gave his fellow journalists a pretty hard time about their saturation coverage of the Yahoo / Tumblr deal and their simultaneous failure to cover specialty pharma company Activis’ acquisition of Warner-Chilcott today in a Fortune piece.

I think Dan is right on with this point:

Notice anything horribly amiss? Particularly once we consider that Tumblr basically is the latest/greatest means for teens to express themselves, while Warner Chilcott develops products to help people manage serious diseases and prevent unwanted pregnancies.

But as much as I agree, I think the post underestimates the power of public relations and puts at least some of the blame in the wrong place. The post points a finger at journalists and their consumers for being somewhat shallow, but I think a lot of it is actually reasonably business strategy.

What do you think the gap was in the relative PR spend between these two deals?

I bet Yahoo! spent at the very, very least a cool half million on on Mayer’s Tumblr post and that cute .gif and media outreach. Activis? Probably not close to that much.

Not to mention the press release copy:

Screen Shot 2013-05-20 at 10.53.19 PM

I did PR for biopharma companies for four years, and these companies expect an Activis / W-C style release and campaign. Anything else is viewed as completely insane. You could argue that’s fine.

Their audience is their stockholders, not the media. They need to write a release that tells investors the deal is fiscally sound.

Yahoo! and Tumblr are most concerned that Tumblr users sees this as a cool, quirky deal reflecting the cool, quirky culture of Tumblr and that they dont disengage with the platform. Because investors would not so much like that.

Maybe some reporters DO look under every rock to try to cover the stories that are most important to society, and maybe Dan’s article is right about the reasons coverage is so unbalanced.

But I think it’s a pretty simple case of using resources to meet business needs. If medical companies see consumer-style PR results as a goal, they should (and sometimes they really should) hire creative agencies and give them leeway to do so. Until then I think we’ll always see the imbalance that Dan points out – no matter how well intentioned journalists may be.

This is the time when I give a shout out to the good people at MacDougall Biomedical Communications. They rock. They’re creative. And they’re hiring.

And Andrew and Charles and others who were discussing this on the Twitters today.

The Peoples’ Club

Jolie O’Dell wrote a fantastic smack down of some misogynistic marketing recently. The company at fault had a bunch of sexified disembodied lady body parts drapped around some sound system to try to get people to attend their booth at CES.

Cool, guys. Creative.

But what really made me pause was the last note in her article:

” *Note: Dirk Marketing is run by Angie Dirk, a woman. Patriarchy wouldn’t be patriarchy without women’s participation, and we wish Ms. Dirk would have had the wherewithal to do better work and demand higher standards of her clients.”

Here’s where I don’t have any answers. In 2013 when we talk about being ‘one of the boys’, I think what we really mean is being able to develop the kinds of relationships with people where you can be both casual and off-the-cuff when the situation calls for it and then be highly professional and buttoned-up when the situation calls for that.

More frequently today, thank goodness, that’s not a gender-specific ‘Boys’ Club’ but a gender-neutral ‘Peoples’ Club’ – meaning people with personality, not just some body at a desk staring at a computer screen. It’s a real skill to be able to develop those relationships and switch back and forth at will. It’s also the place where you end up being super-productive, creative and happy. (I’m lucky in that this is how the large majority of my professional experiences are and have been.)

I think, though, that it can be challenging for women to figure out the line between this kind of healthy banter and the kind of negative actions that are detrimental to the advancement of women in the workplace. With so many men still dominating a lot of businesses, I think for some women it still feels like this kind of relationship is still exclusively male, so you need to bend to misogynic attitudes if you want to play the game.

I don’t have an answer and I don’t know how to teach anyone how to find that line. But I do think it’s possible to not to freak out about things that just don’t matter while being able to put your foot down and tell it like it is when something does matter, with everyone in your life.

Maybe Ms. Dirk at this ad agency thought the ad was just ‘boys being boys’. But they weren’t acting like people and it’s an idiotic, cheap campaign. She should have called them out on that, no matter how much she wanted the contract or to maintain the relationship.

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A two-fer + guacaritas

Whew! Summer is busy, huh? Yessir, it is.

That’s why you’re getting two short Intelligent.ly class recaps in one, with a side of guacaritas. Cheers!

First. Usability Testing.

When I was a child my dad would send me off to school by saying, “Another day, another chance to excel.”

Now, before you assume I grew up in some tiger-parent-pressure-cooker, what he meant by that was only that you don’t need to wait for a soccer game or a big test to be excellent. You can kick ass whenever you want.

I bring this up not because its sound advice, but because what I learned about usability testing was kind of the same. You don’t need to be all crazy about waiting for the right time and investing in expensive tools. Just do it. There are lots of free/cheap tools. And once you start, it gets easier. So go. Test away.

Second. Getting Your Ideas Shovel Ready

On the topic of free tools. I’d never seen a wireframe program. This was revolutionary (lay off me, bro. I was a poli sci / bio major. and the internet had just been invented).

Cort set out a solid overview of how you should think about a project before bringing in engineers.  One question he brought up that made a lot of sense was, ‘What is our problem and what are the fewest things we need to solve it?’ It’s pretty easy to think about all the things you could solve, and forget about solving the one thing you set out to do. Truth be spoken. And thanks for the t-shirt. #brandlove

BONUS: Guacaritas.

Yum. Corey from @Onthebar was pouring some delicious Taneto teQuila margarita-ish cocktails.Pleasantly surprised about the number of health start-ups in attendance. Interesting discussions about how many will have a real impact vs how many are just trying to do social in the health space (that… probably… won’t work. happy to debate about it, though.) AND my cousin showed up. Surprise family reunion. The best. Great night. Thanks Intelligent.ly!

Baby, you can buy my car. Maybe.

I’m putting some serious thought into selling my car.

The math says that with a combination of my feet, my bike, ZipCar, Uber, cabs, the T and who knows, a rickshaw pedicab chauffeured pony, I would save serious cashmoney and still be able to get to all my important and non-important engagements.

Furthermore, I really don’t even *like* driving. And I’ve always said I want to not own a car. Right?

Now that I work less than a mile from my house, it’s a totally feasible proposition. What I’m concerned about, though, is that in six months I’ll forget how damn expensive my car was ($20/day if you’re counting) and start feeling that $40 for a ZipCar is too much to get to Blue Hills for a trail run. Or that it’s not worth it to rent a car for a couple hundred bucks for a long ski weekend. Even though it would work out cheaper in the end than owning my car. And how would I get to triathlons? I’m sure I could bum rides, but that feels like a lot of… work.

Is it worth paying a premium for carte blanche to drive,  even though my car sits in the ($125/month) garage for weeks on end? Am I secretly just a gas-guzzling hypocrite?

Hmmmmm.

On another note. Does anyone want to dramatically overpay for a 2002 VW Beetle?

[I would include a picture of my car here, but the rust spots, dents, dings, burned out headlights, odd grinding noise and giant hole in the rear wheel-well might discourage you from overpaying. Maybe I should just keep 'im. We're made for each other.]

Google, you are being the worst

rip google reader.  next thing you know they’ll take away gmail. and we’ll have to send all our messages through google+. fantastic.

 

 

 

High Schools Need More Bars

Salad bars, that is. Speaking from personal experience, despite the fact that I was a 3 sport athlete, I ate a giant cookie and a pink lemonade snapple for lunch literally everyday of high school, except for the days I left and got a a crispy chicken sandwich at Wendys. Seriously.
Gross.
But it seemed healthier and actually probably was healthier than what passed for a “meal” at my school cafeteria. When I got to college I learned about the concepts of “salad” and “lean protein”. It was a-mazing how quickly I became a significantly healthier individual. It’s so important that we give our kids real options for food at school. I was lucky that I went to a college with a seriously awesome meal plan, most people don’t and by that time their habits are never going to change.
via NPRHealth:

Now Who Wants A Salad With That School Lunch?: ”

salad bar
via NPRHealth Shots Blog: JUAN MONINO/iStockphoto.com

Track 5, 1:54

Google Reader share on Monday (hastily written, but you know what I meant):

The launch of the Beatles into iTunes was, maybe, a big deal given what it indicates for the long term direction of music. And their ad campaign was obviously Don Draper-esque in it’s ability to tap into everyones collective nostalgia (and I wasn’t even born until five years after Lennon was shot).

But you know what was an even bigger indication? The way Greg Gillis unleashed a sound bomb –  unannounced – on the world. And got everyone who’s even moderately ahead of the curb super-freaking-edge-of-their-seats excited. Can’t download it ’cause your ass didn’t get the memo fast enough and the site is out of bandwidth? Too bad. This ain’t pay-for-play and we’re not negotiating with your record company.

You know who was talking about the Beatles announcement? Your mom. And I don’t mean that to be fresh.

Mat Honan has an elegant post over at the Awl that gets to the heart of this perfect congruous happenstance. I recommend reading the whole thing. But this about sums it up: My favorite Beatles moment today? It’s the sample of “Imagine” that hits at 2:58 on track 13 of the new Girl Talk.

get out of my head, planet money*

Need to listen to full podcast.  and read this article. And hopefully have more thoughts about selling shares in a non-profit as discussed here.

* justkiddingiloveyou

Manipulative Tactics

This article from WBUR reports on a new study out of Children’s Hospital published in the Annals of Internal Medicine. I haven’t read the whole study, but it’s findings demonstrate that trials funded by the government and non-profits have a much lower rate of success than trials funded by industry. While I haven’t read the full study, the article seems to strongly suggest that this result is because industry runs biased trials. It lists a number of “manipulative tactics” such as:
  • Asking selective questions and omitting other questions
  •  Focusing only on certain aspects of a drug’s performance and ignoring others
  • Cherry-picking which patients are included in the study and excluding those who might react poorly to a drug
  • Deciding how long a study population is followed, which could enable researchers to end a study before troubling side effects begin to surface
Now, correct me if I’m wrong, but I believe that designing your trial to include sound endpoints, relevant indications, responsible inclusion and exclusion criteria and sufficient length of study are key components for FDA approval, not “manipulative tactics.”
The author does not offer an alternative hypothesis, and touches only briefing on the fact that “preventing pharmaceutical firms from funding drug research is an impractical solution.”
Maybe she was trying to highlight how a biased point of view can result in a laughably one-sided argument.

kids these days

The class of 2014 at Berkeley will be welcomed to campus their freshman fall with year long seminar type program called “Bring Your Genes to Cal. As part of the program, students can choose to submit their personal DNA and have it screened for three specific gene variants that affect how the body metabolizes and uses alcohol, folic acid (vitamin B9) and lactose.

Obviously this program has stirred up a cauldron of controversy – the three main points of which are nicely framed by Scientific American here.

Beyond this initial controversy, it will be absolutely fascinating to see how many students participate and hear their reactions to the program – we’re talking about a group of 17-18 year olds who are used to sharing personal information almost constantly with their peer group via Facebook, text messages, status updates, etc. Privacy barriers for this group of students are much lower than they were even five years ago. Many have probably been challenged to consider ideas of eugenics and genetic discrimination in their biology classes but are unlikely to have fully consider their  comfort levels around their own genetic data, particularly when encouraged to do so as part of college orientation. Will the students see this as an invasion of their personal privacy or just an extension of the social media share-fest already so ubiquitous in their lives?

This issue is critically important and its imperative that we each examine and understand where to draw lines when it comes to sharing personal health information. Done prudently and judiciously, the socializing and electronic aggregation of health information may provide a means to tackle previously intractable public health issues. However, technological advances clearly won’t slow down for policy makers to hash through the legal implications around the tidal wave of genetic information already available. Critics are correct that students are ill-prepared to make decisions about their genetic privacy and are even less ready to handle the information. However, with the pace of technology showing no signs of slowing, the process of rapidly evaluating, adapting and aligning ones ethos to new technology is a critical skill. I have no idea if the Berkeley administration was trying to give students a crash course in this kind of challenge or if they truly believed they were creating an ethical, measured, controllable program about personalized medicine. Their failure to achieve the latter however, and the ensuing reactions of the students and public, will provide a much broader (and perhaps even more valuable?) case study on the pitfalls of even the most well-intentioned genetic testing programs.