J'ACHETE (OU PAS) - Depuis quelques années, les objets connectés envahissent notre quotidien, entraînant avec eux le développement d'applications destinées à la santé. Un Français sur quatre surveille ainsi aujourd'hui sa forme grâce à elles. Attention cependant aux dérives.
L'avenir des objets connectés passera-t-il directement par l'intérieur de notre corps ? Hosain Rahman, le patron de Jawbone, semble y croire. L'entreprise aurait même commencé les recherches en ce sens.
La santé connectée s’installe dans le quotidien des Français. Notamment dans celui des diabétiques qui disposent aujourd’hui d’outils adaptés. Une aide précieuse pour mieux gérer leur maladie. Le Pr Pierre-Yves Benhamou, chef de service de diabétologie au CHU de Grenoble, s’intéresse d’ailleurs de très près à cette nouvelle tendance et nous explique quels en sont […]
Surprise : la commission nationale de l'informatique et des libertés (Cnil) et la commission d'accès aux documents administratifs (Cada) devraient fusionner au sein d'une seule et même entité, selon le projet de loi numérique d’Axelle Lemaire.
Pour le meilleur ou pour le pire ?
L'uniformisation des standards et la qualité de l'anonymisation des données ouvertes auraient en tout cas tout à y gagn
Interrogé, dans le cadre de la convention CHAM (1), sur les impacts éthiques des innovations en santé numérique, le ministre de l’Economie, de l’Industrie et du Numérique a montré qu’il ne reniait en rien sa formation philosophique. Il a lourdement insisté pour que les débats démocratiques, qu’il juge encore trop absents, se multiplient autour de l’impact des innovations sur la solidarité et sur l’éthique médicale.
In the medical community, social media adoption has come with inevitable data breaches and ethical issues— many of which could have been avoided.
In one recent case, a nurse at New York Presbyterian Hospital was fired from her jobafter she posted a photo to Instagram of the aftermath of an empty trauma room following the treatment of a man hit by a subway train. She was fired for insensitivity.
If employees were better educated about the potential HIPAA and ethical pitfalls, they could avoid violations. That’s why it’s critical that physicians protect their practice by creating a strong social media policy.
4 Tips for Creating a Strong Social Media Policy
How can physicians navigate through these potential legal minefields? The best way to avoid liability is to have a clear, widely distributed social media policy that specifically addresses the use of social media sites both on and off the job.
Here are four tips for disseminating your practice’s policies on social media:
Extend existing privacy policies to explicitly include the use of social media sites and other Internet activities such as blogging, and clearly state that company policies apply to both on- and off-duty use of social networking sites.Include specific examples of the kinds of statements on social media sites that could run afoul of HIPAA, and emphasize how even small, seemingly innocuous disclosures can constitute HIPAA privacy rule violations.Distribute social media policies, both as a part of employment manuals and separately as stand-alone policies. Consider doing this on your practice’s internal computer network systems as well.Require employees to acknowledge receiving and reading these policies, and periodically remind them — for example, through workplace postings and email notices — of the risks involved with using social media sites, as well as their personal responsibilities to abide by the letter and spirit of the policies. Review these policies annually and with each new employee.
A clear, well-defined, and widely disseminated social networking policy that emphasizes compliance responsibilities during both work and non-work hours, and covers both office and personal computer systems, phones, and any other devices with access to the Internet, is your most effective weapon against liability for employee misuse of social networking sites.
Une poignée de capteurs intégrés à la semelle d'une chaussure permettraient-ils d'améliorer significativement la vie de ceux qui la portent ? Au Ceatec de Tokyo, l'industrie montre comment des capteurs [...]
An FDA panel review of a major medical device was precipitated by patient activism on social media, while the channel helped another drug gain approval. What’s going on, and what do brands need to know?
Pharma social media has been humorously likened to sex in high school: Everyone talks about it, but few people actually do it—and those who do often get into lots of trouble. The analogy is regrettably accurate because healthcare marketers see social media engagement stats going through the roof, but remain terrified of losing control of their messaging in a heavily regulated industry. Adverse events, fair balance, reputation control—reaching a billion people on Facebook seems much less sexy the instant a Warning Letter arrives.
The excuse has always been lack of official guidance. But ever since the FDA public hearings back in November 2009, the agency has acknowledged that pressing need and taken specific action. Multiple documents released to the industry have provided at least some guardrails and prescriptive recommendations, including draft guidance on social media reporting from January 2014, and even the handling of social media space limitations and correcting misinformation from June 2014. Needless to say, the industry remains taciturn in the space.
Even before then, experts like Peter Pitts at the Center for Medicine in the Public Interest have been making the case that pharma and medical device participation in social media is necessary and inevitable. With the goal of public health in mind, an open, transparent, and robust conversation between healthcare payers, providers, systems, professionals, and the patients they serve is not only technologically feasible, but at the core of transcending our paternalistic infrastructure and truly empowering individuals with their own health destiny.
That sounds terrific, but smacks of the same tired pharma social media conversation we’ve been having for nearly a decade. Despite all the #hcsm punditry, industry conferences, white papers, attempts at additional legislation—and yes, blog posts—the new FDA guidance has done little to assure or further motivate active participation in the social space. Studies revealcorporate participation has increased, but the explosion of new pages and profiles captured years ago by the Dose of Digital wiki lost much of its early steam, reality settling in.
That reality centers around the 3 complicated R’s of healthcare social media: responsibility, resourcing, and regulatory. Specifically, who’s accountable, and who pays? Is social media handled by PR, marketing, or medcomm? With so many company stakeholders, who dictates corporate guidance, who crafts the campaign, and who implements it? And after a campaign launches, who has the highly specialized expertise and puffy budget to manage it on a daily, hourly, real-time basis? And most importantly, who ensures compliance and risk mitigation?
The key challenge is, as usual, justifying the value proposition and substantiating return on investment. The difficulty of measuring the ROI of a social campaign, coupled with all the inherent complexities of social, generally lead the industry back to high school when it comes to social media marketing. But what role should pharma and medical device companies play? Is the right kind of conversation being sought? And is an effective social strategy being applied in today’s world of media fragmentation, content aggregation, and stakeholder activism?
SOCIAL MEDIA: FRIEND & FOE
Most people don’t change unless they have to, companies and even entire industries being no exception. Although social media remains the neglected stepchild of healthcare marketing, the industry is rapidly being forced to recognize and participate, with incredible opportunities lost and dire consequences endured for brands failing to see the light. That’s because social media is a qualitatively and quantitatively different way of marketing a brand and engaging an audience, optimally blending strategies in ways that create entirely novel approaches.
These approaches go beyond using social media as just another communications channel similar to print or broadcast media, where static messaging is created and distributed to a passive audience. Instead, they understand social media to be a dynamic, highly targeted agent for social change, advocacy, and even healthcare activism. Two recent cases, both related to female sexual/reproductive health, illustrate this powerful trend and demonstrate its surprising brand impact—one remarkably beneficial, the other potentially problematic:
Brand BuilderADDYI (flibanserin), the first prescription drug to enhance women’s sexual drive, won regulatory approval this August. After a rocky road with the FDA, the drug was helped to the finish line by Even the Score, “a campaign for women’s sexual health equity created to serve as a voice for American women who believe that it’s time to level the playing field when it comes to the treatment of women’s sexual dysfunction.” Alleging gender bias, the consortium of supporters from ARHP to NOW (to Sprout Pharma) stimulated political change with calls-to-action for contacting congress and signing a petition.The campaign and its many professional, patient, and organizational advocates—in conjunction with additional clinical data—apparently helped sway the FDA advisory committee to recommend approval, with stipulations, by 18-6. Despite prior agency rejection and continued controversy surrounding the drug’s efficacy and safety, the elevation of hypoactive sexual desire disorder into a political and social movement heightened awareness and retold the story in a way that ultimately helped get flibanserin approved.
Brand BusterIn contrast, consider the fate of Essure, the only permanent birth control available with a non-surgical procedure. Approved in 2002 and consisting of a pair of thin, flexible coils inserted into the fallopian tubes, the implants were clinically demonstrated as safe—but more than 5,000 adverse events have been reported to the FDA since June, many engendered by an online campaign and a national Facebook initiative ratcheting down to the individual state level.The wave of patient activism precipitated an FDA Obstetrics and Gynecology Devices Panel meeting to weigh complaints about the contraceptive. The panel concluded that more research is needed, particularly to investigate possible allergic reactions to the metal used in the coils, and discussed issues such as physician training, patient counseling and education, and post-procedural management. No immediate actions were mandated, but the effects of the patient uproar via social media clearly brought the brand under intense, and largely negative, scrutiny.
LESSONS LEARNED & PATH FORWARD
For years the industry has been taking a very tactical view of social media, obsessed with adverse event reporting and the horrors of user-generated content. Although these concerns have been valid (albeit surmountable with sufficient expertise and resources), the much more significant strategic potential of social media as a catalyst of community activation and activism demands further attention. As we’ve seen, patients want their voices to be heard, and given the chance can help prop a healthcare brand up, or bring it crashing down.
A proven way to immunize your brand against social backlash and proactively empower communities of patient and professional advocates is to embrace your brand’s social ecosystem. That requires a serious and systematic approach to everything from social listening to guidance creation and training, responsible and safe participation in social networks, KOL and blogger relationships, measurement and optimization, and at its most fundamental a willingness to communicate openly, transparently, and enthusiastically with your diverse audience.
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