WOMEN'S HORLICKS: its launch creates excitement in the OTX space

The reality of the Indian pharma and healthcare marketplace is that it is an OTX market (ie. a combination of prescription and over-the-counter). This means, opinion builders like doctors and pharmacists are important in influencing the consumption of healthcare goods. The rising power of the media has given rise to the empowered consumer who now exercises his or her choice in making healthcare decisions. Moreover, the rising incomes in Indian families, particularly in double income families, have led to greater consumption of healthcare goods. It is perhaps in this backdrop that Women's Horlicks is launched in the OTX market; mind you there is also a Mother's Horlicks that addresses the needs of pregnant and lactating women, and is marketed as an exclusive prescription product.

Modern India lavishes its attention on women. With the gender ratio getting skewed, women are in the numerical minority, and thus there is greater attention and resource allocation for women. Slowly but surely, the traditional partiality towards boys is getting replaced with a sense of gender equality, particularly in urban areas: mainly the metros and Tier 1 cities/towns. And women are shoulder to shoulder to men in earnings...these trends have ensured a growing market for women oriented products – for instance, the derma and hair care products, and beauty products are showing great growth.

Women’s Horlicks is targeted to women of the age group of 19 to 50 years; thus, Women’s Horlicks is targeted at these phases of a woman’s life: adolescence – young woman - menopause. Women's Horlicks offers micronutrients to help in anemia management and osteoporosis (remember low back pain is one of the first signs and symptoms of osteoporosis and is more common in women). Mother's Horlicks in the meantime addresses the needs of pregnant and lactating women through the prescriber's pen.

To further bolster the establishment of Women's Horlicks, one can air, actual users sharing experiences, and start an online campaign to reach out to netizens who would gladly put their money in favor of purchasing Women's Horlicks. Social media marketing can put exciting focus on brand development of Women's Horlicks.

A discount coupon scheme (encashable with repeat purchase of Women's Horlicks) can strengthen repeat purchases and thus aid brand establishment. Or the doctor can be involved in providing the endorsed (with her signature) discount coupon.

One more aspect that can be highlighted is the fact that Women's Horlicks strengthens eye health, which gets affected with aging.

All in all, the timely launch of Women's Horlicks (riding along with Mother's Horlicks) will help boost the sales, and contribute to the health of the balance sheet of Glaxo SmithKline Consumer Healthcare; and help contribute to women's healthcare...

Training - a transformational force

It is long heralded that people in an organization make the difference, and more so now... in the digital era where knowledge is free (like Rabindranath Tagore has said in his poem Where the mind is without fear), and in a globalized economy where in free markets raise people value...

One of the interesting anecdotes in MR field lore is given below:

In Mysore, in the late 90s, three MRs would combat each other for market shares: Mr. Girish Damle promoting Brufen (from Boots, now Abbot), Mr. Vivek Balse promoting Dolonex (Pfizer) and Mr. P promoting Voveran (Aventis then Ciba Geigy). All were titans in the field.

Once, Mr. P met a doctor, promoted Voveran intensively using a clinical study that established Voveran as the only NSAID that has spasmolytic effect. The doctor was convinced and excited too.

The same day afternoon, Mr. Vivek met the doctor. Before Vivek could promote Dolonex, the good doctor very forcefully put across the same points about Voveran that were detailed by Mr. P. He wanted Vivek to basically surrender and accept the superiority of Voveran over Dolonex.

Vivek paused, then forcefully said, “Dr., in every spasmodic pain please prescribe Voveran and in every other pain please prescribe Dolonex.”

The doctor was stunned. You see, if a doctor gets around 10 patients complaining of pain, only 2 will have spasmodic pain. Further, in such patients there are other preferred spasmolytics. So in effect, Vivek had taken commitment for Dolonex for maximum prescription mileage. The doctor was amazed with Vivek’s response, got up and shook hands with Vivek, and said “That is why Pfizer is Pfizer!”

Mind you, Mr. Paremeshvaran is himself a legendary MR of then Ciba Geigy who served in Mysore. In fact, here is a true incident that reflects the scholarship and communication skill of Mr. Paremeshwaran (a B Pharma of yesteryears):

Mr. Parameshwaran was doing his regular work in Mysore Medical College, Mysore and there in he happened to stand and detail to a group of postgraduate students. Just then, while he was detailing Voveran, a Professor walked in and asked "What was happening?" in a loud and authoritative tone. Mr. Parameshwaran meekly replied, "I am detailing Voveran to your students". The Prof. said to the post graduate students:"Don't you know who he is?" "He is Mr. Paremeshwaran...students please stand up and Mr. Paremeshwaran please sit and detail to them." This true incident recaptulates the respect that Mr. Parameshwaran commanded in the medical community of Mysore as a MR.

In fact, with all humility I add, that my father, Late Mr. Suresh G Chiplunkar, who worked with Wyeth too commanded a lot of regard, respect, and affection in the MR and medical circles at Mysore for his hard work and intelligence.

Once it so happened that I accompanied my couzin to a computer school to enquire about computer courses. Before answering the query the MICE institute counselor and instructor looked at me and asked who I was. I introduced myself, and listening to my surname he inquired if I was related to Mr. Suresh G Chiplunkar. I replied that I was his son. He respectfully recollected an incident, wherein it so happened that the instructor's wife while driving her moped was hit by a bus. And she was lying unconscious on the road. My father who was going around on his scooter for visiting doctors, saw this incident. He immediately organized for transporting the unconscious lady to K R Hospital, Sayyaji Rao road, Mysore, and using his contacts ensured that the lady was treated promptly. My father afterwards without even revealing his identity went on with his field work. Later on, the instructor came to know the complete story, and about my father's identity and help, through a nurse. The instructor gratefully remembered this incident and my father.

MRs can have a good hold over the medical profession through their expertise and referral power.

Training brings to the fore this confidence and the blooming of the latent expertise and referral power of every MR.

Referral power and expertise power are the qualities of a person that make a difference in the field and for business results - these qualities can be strengthened and built up through training.

I got the above image from HERE.

I dedicate this blogpost with respect to my late father Mr. Suresh G Chiplunkar, (my dad passed away on Jan 27th, 1996), Mr. Vivek Balse, Mr. Paremeshwaran, Mr. Girish Damle, and other stalwart MRs of Mysore and Bangalore (like Mr.Tulasibabu, Mr. Venkatesh, Mr. Nanda Bapat etc) who were my father's colleagues/friends and have seen me from my childhood days. My respects to all of them.

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The TATA NANO effect for Pharma

The Pharma industry in India, comprises of three categories of medicines: chemopharmaceuticals (synthetic chemical based formulations), biopharmaceuticals, and herbopharmaceuticals. Can the three categories of medicines for sickness management and preventive care do a Tata Nano effect? In a sense, the hepatitis B vaccine did do something like a Tata Nano effect...when the vaccine was introduced, it was at Rs. 300 odd per dose, and now it is available free of cost at some centres, and at Rs. 25 per dose too. But it was not a true Tata Nano phenomenon as the entry cost was high.

Defining the Tata Nano effect

The Tata Nano effect is a marketing phenomenon, just as we have the Raman effect in physics.

The Tata Nano effect can be defined as a breakthrough marketing concept, that engages the popular attention to gain significant mindshare, expand the market considerably at a lower price point, and fulfill a newly discovered market need.

Characteristics of the Tata Nano effect

1) The Tata Nano effect of any product or service causes significant market expansion by lowering costs and price to customer. As per a CRISIL study, the market expansion for the car market through the people's car (Tata Nano) is 65%.

2) The Tata Nano effect of any product or service will create a worldwide buzz. Every one associated with the automobile industry from Detroit to Delhi to Tokyo are talking about the frugal engineering (or Gandhian engineering) product, Tata Nano.

3)The Tata Nano effect will identify a new market segment for the product or service. The car Tata Nano is now seen as fulfilling the personal transportation needs of parents and their two kids who come from the lower and middle-middle class in cities, towns and villages...

4) The Tata Nano effect will create a positive sentiment, with an infectious excitement that is rare. The launch of Tata Nano car was headlined in The Economic Times as WORLD WATCHES HISTORY UNFOLD...

5) The Tata Nano effect for a product or service will enshrine integrity and commitment as important values. The living legend businessman Mr. Ratan Tata said, "since we started the project four years back, there has been a steep increase in input costs, but a promise is a promise".

6) The Tata Nano effect wins the admiration of competitors too. Mr. Nayan Bajaj, MD of Bajaj Motors called the car cute, Mr. Rajesh Jejurkar MD of Mahindra Renault too admired the car....

7) The Tata Nano effect increases corporate equity and has spillover effect on sales of sister brands. It would be interesting to watch and see if any one will measure the impact of Tata Nano effect on purchases of sister brands like Tata salt, Tata tea, Tata steel etc... The feel-good factor due to the Tata Nano effect is bound to impact the sales of sister brands positively.

8) The Tata Nano effect requires bold, visionary, strong, and determined leadership. When Mr. Ratan Tata spoke of a people's car concept for the first time at a meeting of the Automotive Components Manufacturer's Association, the attendees were silent ... only Mr. Munjal of Hero Motors spoke supportively of this project. Yet Mr. Ratan Tata persevered on...and as they say made history.

It is interesting that the Tata Nano effect buzz is affecting the Pharma community in India too...in the newspaper, The Times of India, dated 19.1.2008 on page 24, Mr. Habil Khorakivala, MD of Wockhardt, envisions of an antibiotic that can produce the Tata Nano effect in the world of medicines.

Among biopharmaceuticals it is possible that from the labs of DRL or Biocon or some other Pharma firm a biotech product can produce a Tata Nano effect.

Cipla is well know for having pioneered the Tata Nano effect in producing and marketing anti AIDS drugs at a low cost.

Herbopharmaceuticals is another area where the traditional wisdom of India can be leveraged to offer a Tata Nano effect in healthcare. For eg., a herbal blend that can act as an antistress agent a-la-Revital, an affordable herbal pill for the trichology and dermatology segment (promotes hair growth and shine of hair, offers lustrous skin), a herbal that acts as an immunostimulant that reduces susceptibility to infections, a herbal blend that helps reduce body weight and sensitize peripheral insulin receptors...

The Tata Nano effect story is not yet over. As per a media report, Mr. Ratan Tata has asked a team from Eureka Forbes to work on a low cost water purification system to improve availability of potable water in India.

The Tata Nano effect is a new business paradigm.

We pray for Mr. Ratan Tata's health and happiness, and thank him for his magnificent contributions to India, which is in the lineage of Shri JRD Tata and Shri Jamshedji Tata.

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THE CONCEPT OF PHARMA eMARKETING MANAGER

This blogpost is a sequel to my earlier blogpost on the Digital Nervous System. Please CLICK HERE.

By rote, Marketing Managers’ influence the 4Ps (Product, Price, Promotion, and Placement ie. distribution and availability), and increase the consumption of products. The intention is to generate higher sales and profits. In this activity, precise data will help Marketing Managers and Product Managers (mini Marketing Managers) generate better approaches, strategies, and campaigns. In essence, accuracy and immediacy of information ensures better bang for the buck. The digital nervous system will enable Marketing Managers and Product Managers get precise and timely data to analyze, and obtain information for refined marketing campaigns and strategies.

The management and analysis of data generated by the digital nervous system will require field level experience. This is important to obtain correct insights, and contribute to generation of ideas.

A SUGGESTED VISION STATEMENT FOR AN eMARKETING MANAGER

The digital revolution is on in the society. It is a major trend and the sagacious will bank on it to add value, and augment business processes. The pharma industry is not insulated from the digital trend.

The activities of an eMarketing Manager will:

a) Help identify target markets, gather and maintain electronic database (qualitative and quantitative) on target markets (prospects, doctors, chemists…): the electronic database will provide new prescribing opportunities, maps of the prescribing behaviors, OTC push and pull behaviors…
b) Provide value added inputs and strengthen focused strategies through collaborative working for best return on investment (ROI) on use of inputs
c) Provide e-learning tools that will augment marketing – communication activity of field force and other media addressing the target markets
d) Creation of digital tools that will provide clinical insights on promoted brands and collaborate with knowledge workers (doctors, medical and paramedical professionals) to strengthen delivery of value added patient welfare. The digital tools will also enhance brand communication efforts aiding brand recall, and building prescribing habits in favor of the promoted brands

For eg.: often hypertensive patients on atenolol therapy are not advised by the family doctor to progressively stop atenolol therapy before undergoing coronary angiography, it is often overlooked by the family doctor, delaying the coronary angiography intervention, a brand digital tool can help prompt the family doctor to initiate the withdrawal therapy and then recommend coronary angiography

e) Collaborate with field force to provide online and enhanced in-clinic activity
f) Creation of digital tools to strengthen clinical/hospital pharmacy practice and deepen relationships with Pharmacists for brands (to enhance OTC push – pull)
g) Institutionalize the market learnings' in the company system for future use. Thus, even if a MR leaves the territory, the market learnings are present in the digital nervous system, and this business intelligence can facilitate working of new MR(s)
h) Facilitate mapping of macro and micro trends (through analysis of data) and aid generation of successful campaigns
i) Strengthen concept selling of new therapies and concept brands through online support
j) Create brand communities through interactive brand websites based on the OTX model
k) Help generate the appropriate mix of promotional inputs and approaches in the OTX model and thereby provide the best bang for the buck

Suggested mission of an eMarketing Manager :

To ensure that the digital mix and non digital mix of Pharma product promotion will be 50:50, and help increase revenues by 50% through superior eMarketing initiatives.

The bottomline: eMarketing initiatives will collaborate and synergize with existing marketing structures, add value, increase perceived value of brands, support activities of field force digitally, boost brand equity and brand sales, and provide better ROI.

Some ways in which eMarketing Management initiatives can help:

Case A: Let us say, data analysis shows that there are five important doctors for brand Revital who have the same birthdate. Based on this information, a bond-through-Revital campaign can be launched...In this campaign, each of the doctors can wish each other (even though they do not know each other) through a card and gift sponsored by the company. And they can add a key message on the card on how they find Revital useful in clinical practice. This special CRM activity based on the data generated by the digital nervous system can be easily implemented by the field force, and will result in even greater brand loyalty and exponential results. Revital is a unique marketing approach wherein Revital is marketed to both doctors and end consumers - the marketing model being called Rainbow coalition marketing model.

Case B: Let us assume there are three diabetologists of Delhi in the age group of 35 years to 40 years who are prolific prescribers of Becosules Z. Of course, the word prolific needs to be defined quantitatively. This gives an opportunity to launch a special CME for Delhi " The Z factor in diabetes management". While Z stands for Zinc, it need not be mentioned in the invites, and this will enhance attention value of the CME. The CME can be targeted mainly to doctors in the age group of 30 to 40 years. A senior renowned doctor in the age group of 50 can be invited to give the scientific lecture on zinc, and the other three diabetologists can address the audience through case studies in their practice where Becosules Z was useful, as brand advocates. Due to this campaign, the three diabetologists will further increase their prescription patronage, and those doctors who are giving a moderate support will increase their prescription support, while doctors who are yet to give support will be motivated to increase prescription support.

The above are but two hypothetical case studies in which the eMarketing Management initiatives have helped. In fact, the digital nervous system can further help in pinpointing target doctors who are early adopters for new therapeutic concept products.

All in all, it can be summarized that eMarketing Management is a sunrise concept based on the digital nervous system, and can produce better results in Pharma marketing of chemopharmaceutials, herbopharmaceuticals, and biopharmaceuticals.

The above image is obtained from www.cmrus.com/cmr/emarketing.php

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Digital Nervous System and Pharma marketing

Marketing is a dynamic field (cliché!!). The dynamic nature of marketing is such that the concept of marketing is defined differently today. The yesteryear classical definition of marketing is: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. (American Marketing Association). The contemporary definition of marketing is that Marketing is an organizational process to create, communicate, and deliver value to customers; and manage customer relations in ways so as to benefit the company. Thus, the latest definition of marketing addresses it as an organizational process (not departmental!) of value delivery.

Value is from the customer’s point of view!

It is important to realize here that the concept of value is from the customer’s point of view, and not from the company’s angle. What is believed to be of value may not be so from the customer’s angle. It is another issue that it is the marketing communication efforts of the company that augment the perceived value of a product of service offering.

One cap fits all: is it value delivery?

Pharma companies are noted to follow a typical “one-cap fits all” strategic process of value delivery. In a market showing niche behaviors and microtrends this most certainly is a contra approach.

The concept of Pharma marketing is typical: a MR is recruited, given a tough leather bag filled with a visual aid, promotional literatures, samples, and gifts (complimentaries). It is then left to the MR to gain detailing time, negotiate, and bring in sales. So the hapless MR pursues the target doctors with the above said communication process and ammunition. He chases a chimera called sales target, and is sandwiched between the company and the doctors/chemists.

If sales are not in line with the preset target, the MR resorts to more head banging, shoe- in-the-door approach, persuades, pressurizes, adjusts with samples – gifts…and ultimately tries to gain the monthly sales target.

And add to this typical challenging field situation, MRs miss calls, doctors do not give sufficient detailing time, or the MR gets transferred to other territories or may be even leaves the company or the profession itself.

In the end, the company loses all learnings’ gained by the MR with respect to the territory, and has to restart the sales call process once again with a new MR.

Now let us picture a situation wherein a Pharma company knows the territory doctors through its information system (that has recorded the profile and other aspects of the doctor)...and based on this knowledge a MR launches a new brand to the doctor with a field call every 20 days to the target doctor, and in each visit gives an exciting therapeutic update promotional literature and nothing else. After 6 months the MR sponsors the doctor to a CME...voila, the doctor increases his prescription patronage many times over. The MR has won over the doctor based on the business intelligence given by the company about the doctor. IS SUCH A SALES SITUATION FOR REAL...IS IT POSSIBLE...IN REALITY?

In the ordinary course a MR would have gone the routine way, used all his tactics to get detailing time with the doctor, launched the brand, sampled heavily (since he is a target doctor) and even given the doctor a complimentary telephone no. book (since it was the strategy of the company to give the same), which the doctor would have thrown in to the dustbin...and the MR would have felt happy with himself for all the good work, but at the end of the day, the company is dissatisfied with the business results...one more brand launch has fizzled out... SCARCE RESOURCES HAVE GONE WASTE...(MR time, samples, complimentaries have failed to achieve the strategic results...the blame game has begun in the company).

IS THERE A WAY OUT OF THE ABOVE VERY COMMON PICTURE IN MANY A COMPANY? Is it possible to institutionalize market learnings? How to convert data in to information and then in to actionable approaches or ideas? How to leverage on information for the best ROI? How to spot micro and macro trends from data and create successful campaigns? How to hit it right every time?

Yes there is a way out...one can get a better bang for the money...the answer comes from BILL GATES... the author of Business @ the speed of thought where in he introduces the concept of DIGITAL NERVOUS SYSTEM.

A digital nervous system is the corporate, digital equivalent of the human nervous system, providing a well - integrated flow of information to the right part of the organization and at the right time.

Let us imagine a MR dynamically and effectively implements campaigns, and the result is an avalanche of prescriptions that clear the stocks at retail and stockist shelves. The MR happily relaxes the last week of the month, as the company is not able to replenish stocks that have been cleared. Moreover, getting a scent of the MR's success, three competitor companies launch their campaigns, so by the time the stocks have arrived, the prescription cycle has been broken, and slow moving stocks pile up at the MR's stockist level adding to the woes of the company. Probably if the digital nervous system was good, such a situation could have been avoided.

A digital nervous system consists of the digital processes that enable a company to perceive and react to its environment, to sense competitor challenges and customer needs.

Let us say a doctor wants to clarify the dose of a brand of loratidine to an elderly patient...he logs on to the brand website, and gets the required information...the brand website is another touchpoint between the doctor (knowledge worker) and the company.

A digital nervous system requires a combination of hardware and software; it is distinguished from a mere network of computers by the accuracy, immediacy, and richness of the information it brings to knowledge workers and the insight and collaboration made possible by the information.

Here the digital nervous system connects the doctors (knowledge workers), product promoters (MRs and the field force), and the company together - collaboratively. Let us say a doctor has a query, and informs this to the MR. By evening the MR through his e-mail conveys the query to the company, in turn, the query is processed and the answer is transmitted by e-mail, sms (if possible the complete answer or the alert is through the sms) to the doctor and the MR.

A digital nervous system connects fast, strengthens bonds with customers, and facilitates value delivery instantly...SO WHO WILL BELL THE DIGITAL NERVOUS SYSTEM CAT?!

Obviously the top management, and the marketing domain leaders of the company. The possibilities of application of digital nervous system to processes in Pharma marketing companies is only limited by imagination. Pharma marketing is now on the cusp of a digital era...the digital nervous system paradigm is on...

Quiz: Which Indian Pharma company has made strong advances in the concept of Digital Nervous System?

Ans.: As per market talk, it is Cipla. (Comments on this point are welcome).

This blogpost is dedicated to Bill Gates and the concept of Digital Nervous System, please scroll down and read all blogposts below, and by clicking on Older posts.

2008: THE YEAR OF ‘ATTENTION ECONOMY IN PHARMA AND HEALTHCARE’

Digitization is known for creating platforms for quick and 360 degrees of communication. And these internet based interactions have created new ideas since ideas breed ideas. Knowledge needs constant exchanges to create new knowledge, and digitization – internet facilitates this.

The current buzz word is ATTENTION ECONOMY

This word was coined by Her Simon, as per Wikipedia. The essence of this concept is that in this wired world, there is information overload, and the competing sources of information have created a poverty of attention. Information overload leads to the all important question: WHAT TO DO WITH ALL THE INFORMATION?

This is where ATTENTION ECONOMY comes in to play. Attention economy is all about harvesting information to create profits (Quote from interview with Mr. Kris Gopalakrishnan, CEO and MD of Infosys in Economic Times, dated, 31.12.2007, p no 5). With information overload coming of age there is a need for providing value added information in a relevant way for better decision making.

Attention economics is an approach to the management of information that treats human attention as a scarce commodity, and applies economic theory to solve various information management problems.

Herbert Simon was perhaps the first person to articulate the concept of attention economics when he wrote:

"...in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it" (Simon 1971, p. 40-41).

Using Attention Economy practices in Pharma

Pharma and life sciences is about information, and more information. Today there are three categories of Pharmaceuticals available: BIOPHARMACEUTICALS, HERBOPHARMACEUTICALS, and CHEMOPHARMACEUTICALS. Essentially this implies: vaccines, sera, statins, and other biotech products in Biopharmaceuticals; herbal medicinal products in Herbopharmaceuticals; and chemical based pharmaceuticals in Chemopharmaceuticals. From the prescriber or patient or customer point of view there are the above three categories of healthcare products, and a lot of associated information. Moreover, healthcare is such a subject that there is a lot of information search behavior. There is tremendous collaborative information and idea sharing on healthcare matters through web 2.0 tools. Thus, there is a great scope and challenge in creating specific attention economy services and products that benefit healthcare companies, healthcare organizations, prescribers, healthcare professionals, patients, prospects etc.

Attention Economy in Healthcare

There is a lot of action in healthcare information harvesting with Google Health and Microsoft Healthvault going headlong in to this domain. The interesting point is how will Google and Microsoft use Attention Economy practices to harvest information and add value to the information – seeker.

For instance, when a person in China suffers from common cold, he will opt for Traditional Chinese Herbal medicine or boil ginger roots in water and use it for relief than go in for a Western medicine product. These approaches will get noticed and get adopted by a curious netizens.

Information, ideas, and idea clutter (or idea overload)

Information feeds imagination and breeds ideas. Thus attention economy, by harvesting information, and facilitating decision making will obviously create more and more novel approaches (ie. Ideas). And from information overload, the stage is set for idea overload. For instance, today in management of arthritis, there are a no. of therapies and moieties available from pain management NSAIDs, steroids, glucosamine, MSM, chondroitin, sodium hyaluronate injections…what does the prescriber or patient use? Which idea or approach to follow? What are the new benchmarks? Hence, attention economy practices will try to resolve this information and idea clutter to provide workable approaches in a situation (for the prescriber and patient), in the future.

Meta-analysis

Metaanalysis is a type of information harvesting practice that can affect profits negatively or positively. In a metaanalysis, results of several clinical studies are analyzed, and a conclusion is drawn. In a metaanalysis a new clinical study is not done, but a new statistical analysis is made by pooling the clinical data of several studies. Publication of metaanalysis studies can have a high impact, for instance the ROSIGLITAZONE (AVANDIA) METAANALYSIS STUDY, which reported that there is a potential for serious adverse cardiovascular effects of treatment with rosiglitazone for type 2 diabetes. In this case, attention economy (harvesting information for profits) indicates the pitfalls of glitazones in clinical practice, and indicates to R & Ds on how to allocate research funds.

So which type of attention economy service will succeed in the information marketplace?

The answer obviously is that attention economy service, which will win the TRUST of the prospect or customer. The basics never change. People do business with people - TRUST is the watchword for winning attention economy services or products. In the healthcare domain, Google has a leap start as it has won a lot of trust for providing healthcare information of value to seekers, will Google Health take it forwards in 2008?

2008: WILL USHER IN A NEW ERA OF ATTENTION ECONOMY PRACTICES IN HEALTHCARE. Do you agree? Thanks for going through the above blogpost, please go through more blogposts by scrolling down and clicking on older posts, when required. For the URL of the picture please CLICK HERE.