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Marissa Magnetti

Recent Posts by Marissa Magnetti

June 13, 2016

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Categories: Communications, Digital and Social Media

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More Than a Feeling: Can Social Media Analysis Tell Us More Than We Think?

As healthcare communications specialists, we’ve been told for years that patients actively participating in social media are the “most active,” the “most passionate,” the most “engaged,” and that they don’t reflect the “average” patient. Additionally, a number of challenges such as fear of regulators, privacy concerns, lack of familiarity and difficulty in measuring return on investment have caused the pharmaceutical industry to be relatively slow to fully engage in social media. For these reasons, social media analysis has largely been relegated to determine trends in organic discussion (topics and volume), identify potential issues regarding a product or landscape topic and sentiment. While these trends are now largely considered critical to strategic planning for brands, Novartis hypothesized that there is much more that can be understood via social media analysis. At the recent MM&M Transforming Healthcare conference, Valery Rissen, Global Director of HEOR Excellence, Novartis and Ian Bonzani, Principal in the Real World Evidence Solutions Group at IMS Health, presented results from an innovative pilot that aimed to answer the following question, “Can social media be used to answer outcome questions and generate scientific evidence?” The pilot was conducted among MS patients and included review of more than 10,000 social mediaContinue Reading

April 9, 2014

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Categories: Awards

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Q & A with the Winners of PRWeek’s Healthcare Campaign of the Year 2014

It’s not every day you get a winning combination of agency, concept and client. But this past week, CCA took home the PR Week Healthcare Campaign of the Year for the Get Schooled in Anaphylaxis: Raise Your Hand for Anaphylaxis Awareness on behalf of Mylan Specialty. This integrated campaign was the work of many people but absolutely would not have been possible without the support and partnership of the Mylan Specialty team…so we just had to sit down with our communications client to discuss the “big win” from her POV. Check out our brief Q&A below featuring Lauren Kashtan, Senior Manager, Media Relations and External Communications, Mylan. Q: Mylan has a very clear mission of improving access to epinephrine auto-injectors and boosting awareness and preparedness for a potentially life-threatening allergic reaction. How has Get Schooled in Anaphylaxis™ played a role in helping you achieve this goal? A: Mylan has been very vocal about its commitment to increasing anaphylaxis awareness, preparedness and access to treatment. In recent years, the seriousness of anaphylaxis garnered increased public attention after two young students tragically died from anaphylactic reactions while at school. The urgency for further public education about potentially life-threatening allergies, particularly in theContinue Reading