Los vídeos en salud pueden ser una herramienta muy potente para educar en salud pero también pueden confundir y desinformar, según recientes estudios. Un repositorio de material audivisual que se pudiera redistribuir con licencia creative commons sería muy útil para profesionales de la salud y la comunicación.
Hablamos de estudios de utilización de nuevas tecnologías de consulta de información por parte de los sanitarios ya sea a través de terminales fijos o móviles que proceden de encuestas y estudios realizados en otros ámbitos geográficos.
La empresa eDoctores y SEMG han elaborado un estudio presentado hace unas semanas sobre los hábitos de consulta del médico de familia en nuestro país.
El estudio, descriptivo y observacional, se ha realizado a través de 481 encuestas recibidas (de más de 3000 encuestas enviadas) a médicos de familia con actividad asistencial que fueran usuarios de la aplicación iDoctus durante el mes de abril de 2013.
With one half of health industry executives saying they are concerned about how to integrate social media data into their business strategy there is a recognition social media presents a significant industry challenge.
El número de usuarios de aplicaciones móviles de salud y bienestar se multiplicará por seis en los próximos cinco años, y pasará de los 15 millones que ya las utilizan a 96 millones en 2018, según un estudio de la consultora Juniper Research.
El informe Mobile Health & Fitness: Monitoring, App-enabled Devices & Cost Savings 2013-2018 vincula este crecimiento a la demanda creciente de aplicaciones de estilo de vida y de salud, así como a un interés cada vez mayor por los servicios remotos de control de pacientes.
El boom de las apps de deporte
Los pronósticos de Juniper prevén que será el sector del fitness y el bienestar el que mayor crecimiento experimente a corto y medio plazo, debido a la demanda de usuarios móviles y al aumento que se espera en los dispositivos diseñados para monitorizar el ejercicio físico. Apps como Runtastic, Endomondo y Nike+ ya gozan de gran popularidad entre corredores con smartphone.
Desde la consultora consideran que, a pesar de que el del ejercicio físico sea un segmento de mercado mucho más pequeño tanto en usuarios como en beneficios, este sector alcanzará la madurez mucho antes gracias al lanzamiento de nuevos accesorios y aplicaciones para smartphones.
Y, precisamente, serán estos avances los que pavimenten el camino para los servicios móviles de salud, aunque ambos sectores tengan distintos targets de público.
Cada vez son más los estudios que demuestran que la telemedicina puede reducir costes y reingresos hospitalarios. Una nueva investigación lo ha cuantificado en el caso de la EPOC, una de las enfermedades crónicas que más coste supone a la Sanidad.
Analizar y escuchar son los primeros pasos para construir una reputación médica. A través de unos pasos sencillos trataremos de evitar que una crítica o una información negativa destruyan el prestigio de un profesional o un centro médico.
"For the second year in a row, researchers surveyed more than 2,000 executives from 25 industries and 99 countries, and conducted interviews with nearly three dozen executives and social-business thought leaders. Their conclusion: The importance of social is growing across all industries. But the emergence of socially-connected enterprises isn't fast. According to the report:
Between last year and this year, respondents from all industry sectors increased the value they place on social business. None remained at the same level. None reversed course. However, progress is slow.
How slow? When asked to rank their company’s social business maturity on a scale of one to ten, more than half of respondents gave their company a score of three or below. Only 31 percent gave a rating of four to six, and just 17 percent ranked their company at seven or above. Aptly described by Gerald Kane, a professor at the Carroll School of Management at Boston College, social business has passed "the peak of faddishness" and companies are "starting to crack social’s code and turning to it for business advantage, intelligence and insight."
Pfizer has begun using digital drug representatives to market medicines, leaving the decision as to whether they want to see them in doctors’ hands.
It’s an unusual move that creates more of an indirect form of marketing. The firm’s new service it calls ‘Pfizerline’ has its own website with a blurb saying: “Ask Pfizer............, who can give you promotional product information at a time convenient to you. It’s simple. It’s flexible. It’s convenient. Calls can be arranged to suit your busy practice schedule.”
The service offers new ways for primary care doctors to talk to reps and also offers links to product information about branded medicines available in the UK.
There is in addition the ability to book an online meeting room that Pfizer says provides a “rich multi-media interaction where you can see our trained UK-based digital representative, as well as the product presentation they are discussing with you”.
In a nutshell, it means UK doctors can speak to reps via a Skype-like device about new products from Pfizer. Doctors can book online via a booking form and a ‘digital rep’ will arrange a time to talk on the phone, or video link at www.askpfizer.com.
The process, dubbed ‘digital detailing’, is designed around promotional product discussions and is within the ABPI rules.
Pharmaceutical companies should establish a corporate social media policy, attorney John Manthei, with Latham & Watkins LLP in Washington, said Sept. 17.
Speaking during a session on drug product compliance at the Food and Drug Law Institute's Advertising & Promotion Conference, Manthei said the Food and Drug Administration is “incredibly” advanced at using social media, but it hasn't yet said how it will regulate others when it comes to social media.
Manthei said the FDA is required by the Food and Drug Administration Safety and Innovation Act of 2012 (FDASIA) to issue specific guidance on social media by July 9, 2014. However, he said FDA's message in warning letters has been that “current standards apply” when it comes to social media.
Social media is “interactive and the formats are constantly evolving,” Manthei said.
Manthei said companies should establish a “clear corporate social media policy and provide adequate training to employees.”
Additionally, Manthei said that companies should ensure that their internal and promotional labeling review program is “attuned to developing issues in the media space.”
The Mayo Clinic ranks No. 1 for Twitter, with more than half a million followers. Cleveland Clinic is third on YouTube, with nearly 3 million views. And the University of Texas M.D. Anderson Cancer Center, in Houston, Texas, ranks 30th on Flickr, with 115 Flickr photos.
Where do the paths of these three organizations cross? Well, they’re ranked 1st, 2nd, and 3rd, respectively, in a recent Top 50 Most Social Media Friendly Hospitals for 2013 listing developed by a group called MHADegree.org.
Founded in 2007, MHADegree.org is funded by a range of colleges and universities with the goal of providing free information to students and healthcare professionals who want to get a master’s degree in health administration.
And these days, of course, a job in administration in almost any sector will invariably involve making some kind of information available to the public. And, one way or another, that means plugging into social media.
According to Bethanny Parker, editor of MHADegree.org and the social media list’s author, there’s no shortage of reasons why healthcare organizations should have a solid, ever-evolving social media strategy in place.
Awareness - According to Parker, one of the most important uses of social media is as a multi-faceted means of getting new, and perhaps critical, healthcare information out to the public. “Perhaps a new test has been developed that can catch a certain cancer earlier,” she said. The viral nature, so to speak, of social media can be a very effective means of disseminating information quickly, particularly when that information comes from a highly regarded medical source and can be of immediate use to patients.Connecting with customers - Any business needs to maintain its reputation, and hospitals and other providers are no different. A recent study published by the Journal of Medical Internet Research found that “approximately 60 percent of Internet users report using the Internet to look for health information.” Put those two facts together and it becomes clear that hospitals that want to serve the public need to meet the public where they are, which increasingly means on the Internet.“Neutral” information - For Parker, one of the subtly valuable uses of social media involves “the way it can provide a way to connect with a healthcare provider without committing to an appointment.” That is, it’s widely understood that some patients are reluctant, depending on the condition with which they’re struggling, to speak directly to a healthcare provider as the first step toward receiving treatment. With Facebook, for example, providers can offer information and guidance in “non-threatening” ways, with the ultimate goal of making prospective patients more comfortable when it comes to reaching out directly.Flash mobs - OK, the actual category for this use of social media might be dubbed “Unorthodox Outreach.” And while the chances are slim that flash mobs and other “new communications” are going to become a regular option in, say, the Mayo Clinic’s communication strategy, Parker pointed to a group called Tobacco Control Nigeria that recently used a flash mob to educate passers-by about the dangers of smoking. The point is, as everyone knows, social media options keep evolving, so you really never know how it might come in handy.
With that shifting landscape in mind, Parker said she’s seeing an uptick in the use of Pinterest by healthcare organizations and a drop in the use of Flickr. Instagram, too, is growing. So even as the terms “Like” and “Tweet” have become widely understood as part of the communications lexicon, it’s probably safe to assume that it won’t be long before new references emerge as new media evolve.
Playing brain-training video games may help reverse the natural decline in cognitive abilities among older people, according to scientists.
They found that 60-year-olds who played a custom-designed video game for 12 hours over the course of a month improved their multitasking abilities to levels better than those achieved by 20-year-olds playing the game for the first time. The subjects retained those improvements six months later.
"Through challenging your brain, you can drive plasticity and improve its function," said Adam Gazzaley of the University of California, San Francisco. His team's findings suggest the ageing brain is more "plastic" than previously thought, meaning it retains a greater ability to reshape itself in response to the environment and could therefore be improved with properly designed games.
mHealth presents a major opportunity for the pharmaceutical industry, but mobile is not about being remote, it’s about being connected and to progress, pharma needs to be better connected with the mobile industry itself.
mHealth is currently being billed as the magic pill that will transform the provision of healthcare services on a global scale. Described in the US as 'the biggest technology breakthrough of our time', advocates claim that mobile technology can help engage patients, improve compliance, support preventative care models and lower healthcare costs by reducing avoidable hospital admissions. But commentators fear that, in an evolving marketplace with few proven business models, mHealth could yet represent more 'technology-led hype' and expensively fail to deliver its promise. The pharmaceutical industry could therefore be forgiven for being characteristically cautious about the 'next big thing'. But that's not quite the case. The industry is trying hard to harness the potential of mobile technology. But is it doing enough?
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