Web 2.0 is a reality but Health 2.0 is still a concept because of concerns held by those in the pharma industry regarding user-generated content. Emily Culburtson explores what Health 2.0 will look like if and when it is put into practice.

Full Article from the Pioneer Portfolio of the Robert Wood Johnson Foundation.

The familiarity and comfort of younger physicians with virtual case studies means a growing opportunity for pharmaceutical companies to incorporate virtual case studies as interactive learning tools on their product sites.

Full article from the Eliane Alhadeff blog.

People are turning to social media sources for health care insight and information in increasing numbers. The secret is to turn this trend into an opportunity to get closer to your customers, rather viewing it as a potential liability and regulatory nightmare - starting with careful observation.

Full Article from Therapeutics Daily (free registration required)

Google and Microsoft are seeking to change how healthcare is consumed by putting consumers in charge of their personal health records, in combination with advanced search tools and access to the vast resources of online health content. Helping to drive these initiatives is the growing demand for targeted health-related advertising and services.

Look for Microsoft's product to be introduced this fall; Google's launch has been delayed until next year.

Full Article from NYTimes (free registration required)

YouTube is at once a new marketing opportunity and a potential public relations liability. A recent article from Adage discusses several popular YouTube posts that harshly criticize the pharmaceutical industry, including a testimonial from a purported Eli Lilly sales rep and a trailer for the documentary "Big Bucks, Big Pharma."

The article also mentions how pharmaceutical companies have used YouTube to their advantage, including a recent viral video post from GlaxoSmithKline for Restless Leg Syndrome.

Full Article from AdAge [subscription required]

While Sermo.com tends to be highlighted in the press, there are quite a few social networking platforms cropping up for healthcare industry professionals. Some serve particular niches like medical students or nurses; others serve all types of HCPs.

Full Article from davidrothman.net

This free report assesses the importance and impact of five major technology trends on the future of pharma marketing via a panel of industry experts. Topics include where the industry is going with Web 2.0, email marketing, customer service, product sites, and search.

Download Report from Manhattan Research

Johnson & Johnson will sit out the television upfront marketplace again this year. Meanwhile, the company's "measured-media" spending fell by 22% last year to $1 billion, as it shifts budget to more targeted tactics such as search, email, and a centrally controlled "innovation" fund.

Full Article from MediaBuyerPlanner

The CDC is taking a leadership role among healthcare and government agencies by staking a claim within web-based virtual worlds. On Whyville.com, the CDC gave virtual flu shots to 10,000 avatars of children. And on SecondLife.com, the agency has established permanent headquarters and is holding fairs to distribute information on various health topics to virtual visitors.

Full Article from AJC.com

An article in today's Wall St. Journal identifies trends in health-related tools and technologies available to consumers online, focusing on the impact of social networking. For instance, the article states that both the CDC and the American Cancer Society are testing out virtual health fairs on the popular virtual world SecondLife.com, to promote such issues as nutrition awareness and cancer screening. As the popularity of social networks continues to climb, pharma companies need to ensure that they are not left behind. Perhaps in the future in more regulated environments, one can imagine disease education seminars, patient support communities or professional conferences hosted in virtual worlds by pharma companies. In the meantime, experimentation should be taking place in various forms of emerging media that are increasingly personal in nature - such as podcasting, blogging, and mobile applications. Similar to social network venues, these types of tactics offer greater involvement between the marketer and end user, and are best delivered in a one-to-one voice that is more personal - and less corporate - in tone.

Article from WSJ (subscription required)