In a shifting health care landscape, nontraditional players are trying to frame patient engagement strategies that are focused on providing patients solutions that are coordinated, convenient, customized, and accessible.
This week I had the immense pleasure of attending SMI's Social Media in the Pharmaceutical Industry conference. As always I enjoyed the event, catching up with many of the #hcsmeu twitterati and hearing insights from the industry and patients.
Doctors who attend the American College of Chest Physicians' meetings will now receive targeted messaging on their mobile devices from advertisers on non-medical websites.
This represents a new way for medical associations to diversify their revenue stream and it also opens up new channels by which to target healthcare professionals.
The American College of Chest Physicians announced a new partnership with Social Reality, an advertising platform provider that delivers targeted ads to healthcare professionals attending the ACCP's meetings. It's Social Reality's first formal partnership with a medical association.
“We're able to target physical locations, be it hotels or convention centers within a 100-meter radius using cellular data and inside the building utilizing IP or WiFi targeting to meetings, hotel and practice locations,” explained Erin DeRuggiero, Social Reality's co-founder and chief innovations officer.
Physicians are not individually targeted. Instead, the platform targets specific spots and serves them in-app and mobile web banners. The ads show up on non-endemic, or non-medical content, like sports or news websites. Doctors may check these sources more frequently than they look at a medical journal's website.
Inventory on Social Reality is sold through its own programmatic platform.
In a recent study into online conversation among healthcare professionals around the American Society of Clinical Oncology (ASCO) 2015 Annual Meeting, the team at Creation Healthcare compared the role of the traditional ‘Key Opinion Leader’ and today’s ‘Digital Opinion Leader’. To illustrate the difference between these established and emerging roles, we compared the activity of two respected hematologist/oncologists.
Care coordination utilizing technology can improve care delivery and the patient experience.
A Nielsen study examined how Americans use technology for healthcare and revealed that, while consumer access is low, interest is not. The study found adoption of new technology by physicians and healthcare networks is slow, representing the financial and cultural obstacles to widespread use of new tools. And most Americans do not have access to even the most rudimentary “virtual” interactions with their healthcare providers.
Despite lack of access, the survey found consumers want to have access to tools that would facilitate access to care. It also revealed there is a significant opportunity to improve the care experience as there is “a small but significant set of consumers” who lack the technologies but have expressed interest in utilizing them.
Experts from Harris Interactive’s Strategic Health Perspectives, The Council of Accountable Physician Practices, and Bipartisan Policy Center presented the results at a recent press conference.
The number of digital health investments in total was small, with pharma corps with only 28 deals involving pharma corps since 2013.Merck is particularly active in digital health, investing largely through their venture arm in companies including WellDoc, Healthsense, and Navigating Cancer.Roche also has some activity in the digital health space, investing in diabetes management app mySugr and acquiring both Genia Technologies and Bina Technologies(both working in the genomic data/processing space).Novartis is the most active investor among pharma corporates, investing or acquiring more than 50 unique companies.
Via Lionel Reichardt / le Pharmageek, Pharma Guy
Velocity Health, run by both MSD UK and Wayra, UK, will hand each of the winners from its demo day event up to £68k in investments.
Mike Nally, managing director of MSD UK, said: “What we're seeing is the future of healthcare delivery in the UK - innovative products and services that will not only test the capabilities of what's possible and put the patient at the heart of everything we do, but hopefully help society to become as good at 'recognising and preventing' disease as we are at 'diagnosing and treating'.
“As a healthcare company with a proud legacy of investing in innovation and R&D, we are delighted to be able to help harness and nurture this amazing talent.”
In additional to Aparito, which combines disease specific mobile apps and wearable technology, and remote care system Speakset, two other initiatives were rewarded by the programme.
They were cloud-based application Tickerfit, which enables healthcare professionals to provide personalised lifestyle interventions, and Mom incubator which is an inexpensive, electronically-controlled, inflatable incubator designed to decrease the premature child deaths within refugee camps.
From February 2016, the startups will begin a 10-month accelerator programme with support from a network of mentors, coaches and investors to enable them to scale up.
Social media marketing for health care provides unprecedented opportunities for educating patients, increasing outreach, and recruiting a new generation of health care professionals. These five standout campaigns will show you how it’s done.
Photographer: David Paul Morris/Bloomberg
Johnson & Johnson
After seeing surveys indicating most people believed the world has become a less caring place, Johnson & Johnson launched its “Care Inspires Care” campaign as a lead-in to the 2014 World Cup. The company launched a Facebook page where people could share acts of care, and it named several health care organizations, FIFA World Cup volunteers, and J&J employees “Champions of Care.” J&J also created children’s books inspired by stories of health care workers who took care of sick children.
Recently, J&J pulled its ads from daytime talk show “The View” after co-hosts Michelle Collins and Joy Behar made controversial comments about nurses. The company then launched a Facebook campaign on its Care Inspires Care page to offer scholarships to students who want to become a nurse. The company will donate $1 to the fund, up to $50,000, each time someone submits a photo of caring nurses in action. Big corporation movements like these provide a great basis for schools like Loyola University in New Orleans that celebrate the history of nursing and help future nurses learn the skills they need to change lives.
According to Michael Roy, Executive Director at Clearview Women’s Center, “Many health care professionals think marketing isn’t something they should pay attention to, or even do at all. In my experience, delivering great service alone isn’t enough. Social media tools are increasingly providing opportunities to expand and help more people, and health care professionals who embrace the trend and make use of a bit of innovation will be in the win for a long time.”
GE has struggled to attract new hires from top technology programs because, compared to companies like Google, Facebook, and Apple, its talent brand said “old and venerable.” A series of innovative social media and content campaigns from Katrina Craigwell, GE’s global manager of digital marketing, has boosted the 123-year-old company’s profile among millennial college grads qualified to work in technology or health care.
College Majors Right Now
To highlight its advanced medical imaging technology, GE Healthcare created “The Pulse on Health, Science, and Technology,” a Tumblr blog filled with stunning radiology images. The blog contains images of creatures, from humans to insects to one-celled organisms, rendered using imaging studies like MRI, computed tomography, X-ray, and PET scans.
Additionally, GE Healthcare posted Tumblr videos of different offices dedicated to medical imaging technology development, from Brazil to Wisconsin to South Korea. The videos showcase a creative and casual workplace culture highlighting GE Healthcare as a great employer for millennials.
Arkansas Children’s Hospital
Between Memorial Day and Labor Day, when kids and teens are out of the structured environment of school, their risk of death and injury significantly increases. To raise awareness of risks kids face during the summer, Arkansas Children’s Hospital developed the #100DeadliestDays campaign.
The campaign featured a downloadable parent-teen driving agreement, infographics on topics like fireworks safety, and an Injury Prevention Center content hub providing fact sheets about risks to child safety. Other providers and doctors picked up the #100DeadliestDays hashtag to share ACH’s safety tips with their own patients.
Melanoma Patients Australia
Facing increasing melanoma diagnoses in Australia, particularly for people between the ages of 15 and 30, Melanoma Patients Australia decided to open social network accounts for Melanoma. The organization’s marketing agency, George Patterson Y&R, then went beyond the typical idea of having Melanoma post sun safety tips. When Australians tweeted or posted about sunbathing, tanning, or spending days outdoors using hashtags like #beach, #sun, or #pool, an algorithm detected the posts and sent an immediate response from Melanoma.
Melanoma sent responses like, “Love it. See you soon” to sun addicts across Australia. It also retweeted and followed people who posted a large number of sun-related pictures. The campaign, which reached over 2 million people, targeted Australians at the exact moment they put themselves at risk for skin damage. It also drove a 1371-percent increase to the Skincheck.com mobile site.
United Health Care
For insurers, promoting public health is just enlightened self-interest. They not only help people live better lives but also lower outlays to hospitals and health care providers. As part of Source4Women, its digital and social media initiative promoting women’s health, United Health care created the #WeDareYou campaign. Every month, United Health Care posts a series of challenges, daring women to live healthier lifestyles.
Harnessing the power of social media, medical researchers have sifted through more than two billion tweets and online posts to study the harmful side effects of narcotics medication taken for chronic pain.
The research team, led by the Cedars-Sinai Center for Outcomes Research and Education, reviewed a vast collection of patient entries on Twitter and social media forums such as askapatient.com and patientslikeme.com.
The unfiltered sentiments posted on these sites revealed details not often captured by physicians or traditional clinical research about the gastrointestinal side effects of narcotics medication. In online messages, for example, some patients described experiencing severe constipation that was even more debilitating than their underlying illnesses.
The researchers believe the study is th e first of its kind to analyze social media data related to gastrointestinal side effects from narcotics.
“Social media can be used as a huge epidemiological database, a treasure-trove of insights from patients about their illness experiences, their treatments, and their attitudes and beliefs about health and disease,” said Brennan Spiegel, MD, MSHS, director of Cedars-Sinai Health Services Research and director of the Center for Outcomes Research and Education.
The study appears online in the Journal of Opioid Management. It was conducted in collaboration with Corey Arnold, PhD, from the UCLA Medical Imaging and Informatics Group, and funded by a grant from Takeda Pharmaceuticals International.
Investigators collected 2.5 million tweets and 217,000 posts from health-related social networking websites, using keywords such as “pain meds,” “bloating” and “nausea.” They also searched for the names of several pain-controlling narcotics, including hydrocodone, morphine and oxycodone.
To broaden their search, they turned to a social media data service called Treato, which collects and indexes patient and caregiver content from more than 3,000 health-related websites. Treato reviewed 1.8 billion posts in its repository.
The investigators narrowed their search to 3,303 relevant tweets and posts that mentioned gastrointestinal side effects from narcotics medication.
“Social media provides the opportunity to make observations about patient populations outside of a clinical or research context,” Arnold said. “We were able to filter key signals from the noise in these massive datasets, allowing us to more efficiently distill important patient perspectives that can inform clinical care.”
In the online messages, patients chronicled numerous gastrointestinal issues from narcotics, including nausea, vomiting and constipation, the most frequently cited issue.
The online data revealed that many people who use narcotics for pain relief often are not warned by their doctors of the potential side effects. Some patients turn to over-the-counter remedies or other solutions of questionable value without first consulting physicians.
The study had some limitations. Investigators were unable to determine whether any individual contributed data more than once by posting on multiple social media accounts. Also, because the demographics of the writers were unknown, it also was impossible to link the results to any specific group.
Still, the Cedars-Sinai and UCLA researchers said the rigor of sifting through social media allowed them to generalize their findings to a broader population and showed them how healthcare providers can improve patient care.
“These types of insights provide a blueprint for how to do better,” Spiegel said. “By informing doctors and prescribers about these results, we can hopefully improve the communication and shared decision-making between doctor and patient around pain medications.”
The Health Insurance Portability and Accountability Act, a landmark 1996 patient-privacy law, only covers patient information kept by health providers, insurers and data clearinghouses, as well as their business partners. At-home paternity tests fall outside the law’s purview. For that matter, so do wearables like Fitbit that measure steps and sleep, testing companies like 23andMe, and online repositories where individuals can store their health records.
Advances in technology offer patients ways to monitor their own health that were impossible until recently: Internet-connected scales to track their weight; electrodes attached to their iPhones to monitor heart rhythms; virtual file cabinets to store their medical records.
“Consumer-generated health information is proliferating,” FTC Commissioner Julie Brill said at a forum last year. But many users don’t realize that much of it is stored “outside of the HIPAA silo.”
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