The appeal and success of corporate blogs depends on getting the tone and the content right for your target audience. Pharmaceutical companies, including GlaxoSmithKline and Johnson & Johnson, are actively engaged with corporate blogging with various levels of success.

Full Article from Better Business Blogging

Nearly 60 percent of physicians in the United States use a PDA for professional purposes. Marketing opportunities for pharma include sponsoring third-party accredited mobile CME courses, offering mobile alerts, and offering personalized messaging based on known prescribing behavior.

Full Article from DMNews.com

A new survey identifies a "relevance gap" between how industry professionals use Web 2.0 technologies - blogs, RSS, podcasts, etc. - in their own lives versus how they use them in their professional lives. "We're in an on-demand world where a substantial degree of power has shifted from marketers to consumers, so marketers need to be thinking about how to join their customers where they are already," said Bruce Grant, senior vice president of business strategy at MBC, who led the survey.

Full Article from MediaPost

AstraZeneca and About.com have partnered to launch a six-part podcast series to help consumers cope with heartburn and acid reflux disease. The initiative is the first of its kind on About.com, offering topics such as What Causes Heartburn and How to Talk to Your Doctor about Acid Reflux.

The podcasts can be accessed here.

Full Article from TMCnet

Envision Solutions and The Medical Blog Network have launched the first comprehensive survey of the global healthcare blogosphere. The survey - called ''Taking the Pulse of the Healthcare Blogosphere'' - will provide insights on why people blog about healthcare, as well as identifying appropriate ways for marketers and advertisers to interact with them.

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Wireless Healthcare has published a report concluding that innovations in personalized healthcare will disrupt the business models of incumbent providers. While existing services tend to address the needs of current patients, the report predicts that a new model will emerge to address the needs of people before they enter the healthcare system.

Full Article from Wireless Healthcare

Video On Demand (VOD) company HealthiNation has launched in 15 cable markets, with plans to begin streaming its videos online by the end of the summer. According to an AdAge report, the longer formats and on-demand nature of VOD is the right fit for pharma advertisers who have been criticized for mass-reach DTC ads.

HealthiNation.com

Full Article from AdAge (subscription required)

"Podcasting for the Pharmaceutical The Newest Way to Reach Your Target Audience" is the subject of a White Paper published today by The Maxwell Group. In this paper, Maxwell offers podcasting as a way to improve declining physician detail access rates.

Full Article from eMediaWire