Microsoft Announces Minus, New Social Network for Pharma

While high-profile social networks like Facebook and Google+ have recently made splashy announcements to try to gain the attention of the masses, Microsoft has been quietly, and brilliantly, working on a new social network custom-designed for pharma.

Steve Woodruff, the Pharmaceutical Connection Agent, was given an exclusive sneak peak at the platform, dubbed Minus, which is being launched today to a beta audience of one pharma company, one patient, and 25 lawyers. While detailed screen shots were not yet approved by Regulatory, a mockup of the interface was obtained, showing the sensitivity of Microsoft designers to the constraints of pharmaceutical industry communications. (click to biggify —>)

Steve Ballmer, President of Microsoft, beamed as he read a carefully prepared and vetted statement to members of the press, who were not allowed to ask questions or engage in dialogue during the announcement. “Here at Microsoft, we understand legacy systems, bureaucracy, and the need to consider the past when developing for the future. That’s why we’re the ideal partner for the pharmaceutical industry to create a social platform that will reflect how controlled, one-way, non-interactive communications can occur in this modern world of digital networks. This is what social media is all about – MINUS all that social stuff.

“Now, please view these 17 slides of disclaimers, safety warnings, software contraindications, and approved uses for Minus.”

The announcement was hailed as a great advancement for an industry dogged by difficulties participating in the public, free-wheeling world of social networks. “For years, we’ve struggled with how to communicate with the public in a safe, controlled manner that will keep us out of trouble,” said one VP of Marketing, whose identity could not be revealed due to privacy concerns. “Now, we can get our messages out there on the Twitter and the Facebook by using this Minus thing to…to…say more stuff. You know, join the conversation.”

While it wasn’t yet clear who exactly would participate on the Minus platform, this was viewed as no barrier to adoption. “We’ll just pull a Google+ on everyone and make it limited rollout for everyone in pharma who has a Klout score of 82 and above, or who has a value of 1,000 or more on Empire Avenue,” explained Ballmer. “That ought to get us to critical mass in no time.”

To appeal to its target audience, Microsoft enlisted the avatar of ancient Uncle Sam Wilson as the key figure in its marketing campaign. “Old Sam had just the right look-and-feel that we wanted to accelerate uptake of the platform,” said VP of Minus Biz Dev Sam Wilson IV. “Doesn’t he just exude social control?”

Addressing the thorny issue of user-generated content in a regulated environment, Ballmer scoffed, “UGC is so 2009. We’re looking to the future by hearkening to the past. Remember the good old days of DOS? Guess what computing kernel powers Minus?”

Reporters were encouraged to submit questions via an analog “Suggestion Box,” all of which would be reviewed by an approval committee and selectively answered within 3 weeks via a special Minus application using U.S. Mail.

(please do not tweet or share this link without prior authorization from a qualified lawyer. Any harm that comes from using this blog post in a way that it was not intended must be immediately reported to proper authorities. 9 out of 10 regulators surveyed approved this message)

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Recently on Connection Agent:

5 Reasons Why Twitter Might Soon Be Dispensable

Why Google+ Could Succeed

Build Your Own Opportunity Network (free e-book)

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Introvert Networking: Start Here

My good friend and LeadershipChat co-host Lisa Petrilli has a valuable series going on her blog about Introverts Guide to Business and Leadership – she and I share a common bond over this topic since we are both professionals who seek to both leverage, and transcend, our native tendency toward introversion in our professional efforts.

Her post this morning (The Introvert’s Guide to Getting Noticed in Business) sparked a thought about how introverts can successfully build a deep and strong network.

Here’s your starting point: Make Your Own Rules. Specifically, use social networking tools and approaches to change the game to your favor.

You know the standard “rules” that come to mind when you see the word “networking,” right?

  • Walking into a crowded room and wondering how to fit in, and who to talk to…
  • Trying to join in to or strike up a conversation with people you’re not sure about…
  • Exchanging business cards without really knowing why…
  • Lather, rinse, repeat.

There are crowded social parties, artificial networking meetings, noisy industry conventions; and you, as an introvert, look at each of these with some level of trepidation. Because the networking “rules” you’ve operated under – the outgoing are the winners, casual chatter is how bridges are built, the more contacts you make the better – none of that fits you. No wonder it doesn’t feel natural.

So – change the rules. Here’s how:

Use digital social networks to “pre-meet” people. LinkedIn, Facebook, Twitter, and other networks give you the opportunity to build bridges and engage in one-on-one small talk without those crowded environments so that the beginnings of a relationship are already put in place. Then, find a format to meet that person one-on-one – either over coffee, or during a larger gathering.

How did an initial core group driving pharma social media – who have since, with many others, become great friends – find each other? Twitter and blogs, opening the door to live meetings and collaborations. —>

(hey, Brad, we’re overdue for lunch…)

Introverts tend to prefer a more intimate, in-depth, “safe” environment to get to know people. As Lisa states in her post, we prefer to go deep with a smaller number of people. Using social networks, you can meet new people, AND build deeper ongoing relationships, through the relatively safe and controlled environment of exchanged on-line messages. And, you can be far more targeted and strategic than walking into a big room and hoping you find someone with whom you have common ground.

Digital social networks allow you to find common ground right now, without uncomfortable events, and to start to build a relationship that can later blossom in an ongoing way. Everything you need to find the right people in a targeted way is available through these amazing digital platforms.

And here’s the not-so-secret secret – most people really want to have someone who knows them as an individual. People respond to the introvert way – deeper communication, one-on-one caring, thoughtful planning. Plus, if you take the time and trouble to “feed” the people in your network (something many introverts do quite naturally) with information and connections you discover – you’re golden.

The fact is – introverts have a tremendous advantage. Just toss out the old rules and make your own. Take it from me, the naturally-introverted Connection Agent. If you network your way, you win!

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Twitter Chat: Pharma + Social Media

On Tuesday, Sept. 21, at 12 noon ET, there will be a live Twitter chat about Pharma+Social Media, hosted by yours truly, Steve Woodruff, the Connection Agent.

Please join us! Here are a couple items to prime your discussion pump, esp. if you’re not involved with pharma currently. First, this helpful blog post by Abby Carr sketches out some of the challenges we all face in highly-regulated industries.

Second, this little video I created takes a more fun approach to the upside-down world of pharma social media (warning: if you are sipping coffee, you might snort it out your nose – just saying…):

To follow along (and participate!), you can go here: http://hashtagsocialmedia.com/live

or here: http://tweetchat.com/room/sm78

…starting at 11:55 am or so. Disclosure – if you’ve not done one of these chats before, the pace of information flow will get your blood pumping! Be sure to take your meds…

Thanks to Marc Meyer and Jason Breed for inviting me to lead this chat (this is #78 in their #socialmedia chat series!)

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A New Venture – Impactiviti Talent Network

This week marks the official launch of something I’ve been working on for months – an On-line Job Board tied to Social Networking.

Maybe you can help us get it off the ground? Please read on.

My main money-making business has been in the pharma field – specifically, “matchmaking” pharma/biotech/med device client needs with optimal vendor/suppliers. It’s a wonderful business, being built on trust and networking – yet one of the (welcome) side effects is a constant behind the scenes effort to help people find new jobs, and clients find new talent. I’ve wanted for quite some time to find a way to meet this “matchmaking” need in a way that will build the business and help the most people.

Impactiviti Talent Network

I launched a Job Board (giving credit here to Twitter pal Jeremiah Owyang, who blazed this trail before me – thanks, Jeremiah!), but it was clear that the need was too large for me to take on without diluting the rest of my business.

So – I have brought on a business partner to run the Talent Network. On-line job posting will appear in a large searchable database (and in LinkedIn), AND be promoted throughout my extensive Impactiviti pharma social network. My partner Jan is making calls into the vast pool of organizations who could benefit from this broad and targeted approach to getting industry job listings noticed.

It’s a win-win-win business model, my favorite kind. Here’s the link to the overview and the Job Board.

How can you help? Well, by tweeting the link to this post, for one thing – I want to gain maximum exposure for this initiative. And especially, if you have any contacts in pharma/biotech/med devices HR organizations – staffing professionals who are looking for a recruiting edge – would you please send them the link (http://impactiviti.wordpress.com/impactiviti-job-board/)? There’s a downloadable .pdf file there that gives the basic info needed.

If you know people we should talk to who would benefit, please feel free to send me an e-mail (stevew at impactiviti dot com)

Also, any companies that service the pharma industry (agencies, vendors, etc.), and want to list jobs, can do so as well. And, of course, job seekers can go right to the Impactiviti Job Board and search for new positions.

Thank you in advance for being part of this new venture. It’s social networking being put to work!

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Pfizer unveils new logo!

I haven’t seen any formal announcement, but if you go to the Pfizer home page or look at this news release, you can see that (apparently) Pfizer has updated their company logo.

pfizer 2Pfizer1

The weighting on the letters is more even, the color is lighter – many of the old logo elements are the same, but there appear to be subtle changes.

Thus far, a Google search hasn’t revealed any mention of this…so, I guess you heard it here first (I’ve always wanted to break a news item)!

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“So, Can Your iPhone…?”

Yes, I guess it can.

I was at a conference last week, and someone who is trying to justify, in his own mind, the purchase of an iPhone (go for it, John!) asked me if my iPhone was capable of storing video of an entire presentation.

I didn’t know the answer. So, it was time for an experiment. Could my iPhone capture my entire 50-minute presentation? And, from a distance of ~15-20 feet, would the audio even be discernible?

The results surprised me a bit. While the end product won’t make anyone’s Top 10 List of anything, the iPhone did capture the entire presentation with no problem, and (if your speaker is up loud enough), you can actually hear what I’m saying in this brief clip:

[From a presentation on Pharma Social Media - Where's the Low-hanging Fruit?]

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Your Input? Pharma and Social Media

I’ll have the opportunity next week to speak on a panel at the ePharma Summit in Philly, on the topic of social media in pharma.

In the 4 minutes allotted, my goal is to alert the audience (mainly pharma marketers) to the most crucial “cultural” aspects of the social media community as they consider any initiatives. What is the mindset, and what are the expectations of those who use social media?

I’ve tentatively thought of four, but since this is all about the community, I’d like to ask your help and input. What do you think are the most critical things for a marketer (coming from the healthcare space) to know ahead of time?

Here is my preliminary list, subject to revision depending on your input:

- Immediacy. For better or worse, this community thrives on “right now”.

- Participation. One-way messaging won’t cut it. Communications are multi-faceted, 2-way and multi-pronged.

- Long-term commitment. Don’t get in if you’re not going to participate over the long haul.

- Personality/authenticity. We can find impersonal message-driven communications anywhere. Here, we want a face and some reality.

As social media participants, what do you think? Are these the most important “intro” concepts, or can you suggest others? Feel free to give your input in the comments!

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