This paper seeks to understand how social media can be employed by pharmaceutical brands as an integral component of the marketing mix. Novo Nordisk will be used as an example to demonstrate the unsuccessful use of social media marketing. Similarly, Johnson & Johnson, Sanofi-Aventis and Bayer Didget will be used as examples to demonstrate the successful use of social media marketing. The framework necessary in the construction of a successful social media marketing campaign will be discussed, with each component receiving individual attention. This framework will be implemented in a hypothetical campaign for the pharmaceutical brand, Vytorin, to demonstrate the process. / text

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The diastereomeric tetrahydropyranyl (THP) and tetrahydrofuranyl (THF) ethers of a variety of α-hydroxyesters were synthesized and separated by column chromatography. The separability of the diastereomers was found to be a general phenomenon which allowed for wide variations in both the THP/THF ring and the α-hydroxyester. The resolved compounds could be deprotonated and alkylated diastereoselectively with a variety of electrophiles. The diastereoselectivity ranged from 1:1 to 12:1 depending on the α-hydroxyester, the alkylating agent, and the reaction conditions. In most cases the diastereomeric products of the alkylation were also separated by column chromatography. This alkylation method was used in the synthesis of the natural product (S)-frontalin and its enantiomer with optical purity. Modifications to the THP and THF rings were synthesized in an attempt to develop a "chiral THP". The (S)-methyl lactyl, (S)-methyl mandelyl, and (R)-pantolactyl 3-benzyloxytetrahydrofuranosides were synthesized and separated. Transacetalization to the methyl furanosides gave "chiral THF's" which were used in the resolution of other racemic α-hydroxyesters.

The dichloromethane extracts of twelve US Southwestern herbal remedies were tested against Staphylococcus aureus (9-29 UA), Bacillus subtilis (2-27 UA), Klebsiella pneumoniae (3-9 UA), and Candida brassicae (IFO 1664) in an agar dilution-streak bioassay at 1000 μg/ml. All twelve plants inhibited the growth of B. subtilis. Anemopsis californica, Berberis fendleri, Cacalia decomposita, and Eriodictyon angustifolium inhibited the growth of at least two organisms. Salvia apiana was the only plant in this study to completely inhibit the growth of all four test organisms. After a literature search led to the elimination of A. californica, B. fendleri, and C. decomposita from further study due to reports of their bioactive compounds, Eriodictyon angustifolium Nutt. and Salvia apiana Jeps. were subjected to a detailed bioassay directed chemical investigation. Compounds were isolated by solvent extraction, fractionation and standard chromatographic techniques. They were identified by infrared, mass, and nuclear magnetic resonance spectral analyses, comparison with published spectra and comparison with authentic samples when available. Benzyl-trans-4-coumarate was isolated from E. angustifolium following high performance reverse phase liquid chromatography and subsequently synthesized through the condensation of p-coumaric acid and benzyl alcohol. Estimated at 2.9% of the dichloromethane extract, benzylcoumarate was active against S. aureus (100 μg/ml), B. subtilis (50 μg/ml), and C. albicans (25 μg/ml). Also isolated from E. angustifolium were five flavanones: 4',5,7-trihydroxy-flavanone (naringenin), 4',5-dihydroxy-7-methoxy-flavanone (sakuranetin), 3'-methoxy-4', 5',7-trihydroxy-flavanone (homoeriodictyol), 4',5-dihydroxy-3',7-dimethoxy-flavanone, and 5,7-dihydroxy-3',4'-dimethoxy-flavanone. The dichloromethane extract of S. apiana gave an acid fraction from which the abietane diterpenes carnosic acid and its 16-hydroxy derivative were isolated as their methyl ester acetates. Unstable as free carboxylic acids, these compounds retained activity after methylation but lost activity upon acetylation. Methylation without prior acetylation lead to the formation of 11-methoxy-methylcarnosate, 12-methoxy-methylcarnosate, 16-hydroxy-methylcarnosate, 16-hydroxy-11-methoxy-methylcarnosate, 16-hydroxy-12-methoxy-methylcarnosate, and 11,12-dimethoxy-16-hydroxy-methylcarnosate. At 500 μg/ml 12-methoxy-methylcarnosate was inactive while 16-hydroxy-12-methoxy-methylcarnosate was active against S. aureus, B. subtilis, and C. albicans at 250 μg/ml. From this result it was inferred that the introduction of a 16-hydroxy group increased the bioactivity of carnosic acid.

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<p> Inappropriate expression of nicotinic acetylcholine receptors in the central nervous system is associated with nicotine addiction, Alzheimer&rsquo;s disease, Parkinson&rsquo;s disease and other disorders. Modulators (drugs) have the potential to restore circuit properties that arise from inappropriate expression of nicotinic receptor&rsquo;s. Compounds that interact with allosteric sites have a distinct advantage over agonists and partial agonists, in that, they retain normal activation patterns by allowing binding of the endogenous ligand. Positive allosteric modulators boost the receptors ability to respond to agonist. Studies of these modulators constitute a first step toward the identification and development of better compounds that minimize signaling errors at cholinergic synapses. We have used single molecule methods to investigate the action of a novel positive allosteric modulator, desformylflustrabromine (dFBr), on nicotinic receptors. Our studies were focused on the &alpha;4&beta;2 subtype of nicotinic receptors in the brain. These receptors exist in two forms with low sensitivity (&alpha;4₂&beta;2₃) or, alternatively, high sensitivity (&alpha;4₂&beta;2₃) to agonist. Our experiments allowed us to develop detailed gating models for high and low sensitivity receptors, as well as gain new insights regarding the mechanisms that underlie potentiation by allosteric modulators. We found that dFBr potentiates low sensitivity receptors by destabilizing desensitized states of the receptor. In contrast, potentiation of high sensitivity receptors arises from a synchronization of openings following an application of agonist due to an increase in the opening rate. Based on our results we now have a better understanding of the advantages of dFBr on high and low sensitivity receptors.</p>