R.J.’s 2012 Predictions as published in PM360

So what does 2012 have in store? Here are my top-10 predictions:

1.)  Mobile:  The trends in mobile continue to impress and the shifting consumptions habits of users becomes too much to ignore.  By the end of 2012, pharma’s exploration of mobile will reach “meaningful use”.

2.)  Video: Big agencies will lead the charge for pharma into online video doing what they do best – TV.  Experimentation with shorter ad formats, while challenging, will be necessary to capitalize on the captive and highly targeted online video audience.

3.)  Re-targeting:  In an effort to better reach target physicians, pharmaceutical marketers will work with their ad network partners to create targeted retargeting segments of high value customers and bring online targeting of physicians and HCPs to a new level.

4.) Authentication:  Continuing with the improved targeting of physicians, an increasing portion of the online advertising spend will be directed toward reaching authenticated physicians online as publishers roll-out more sophisticated registration systems.

5.) Privacy issues:  The FTC and others will continue to cause a stir in the online world over privacy issues, through taking enforcement actions on violators who do not meet with accepted industry guidelines.

6.) Presidential Election; Obama will win the 2012 election by default, because the Republicans will fail to unite as a party and bring a viable centrist candidate to the ticket.  Obama won’t win, as much as the Republicans will lose.

7.) Pharma’s pipeline:  While 2012 will bring the continued fear of patent expirations, it will also hold a ray of hope with several solid drug launches starting on solid footing.  The pipeline too, is improving and is not as bleak as it once was.  Optimism is on the horizon.

8.) Publishing:  Publishers will continue to embrace eBooks, iPads and other electronic handhelds as digital sales will exceed 25% of revenues for those with strong digital offerings.

9.) EMR’s:  The EMR land grab will only intensify as physicians rush to find, learn, pilot and commit to their EMR of choice.  EMRs will create opportunity throughout the healthcare value chain for improved outcomes, efficiency and safety through the analysis of better data and information.  Electronic Medical Records will rapidly move healthcare forward.

10.)             FDA Guidelines on Social Media: In late December, the FDA issued draft guidance for industry titled, “Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices”.  This guidance was essentially the long-anticipated social media guidance that pharma has been seeking in order to understand how they can be part of the online communication, particularly when their brands are being mentioned, discussed inappropriately, or when customers have questions.  2012 will see much debate and interpretation around this guidance and the many questions that are still left open and unanswered.  While you may see clarifications in the final guidance, don’t expect major enhancements or expanded guidance this year.  It will be up to pharma to become more comfortable operating in uncertainty.