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Digital marketing pharma
A resource about connected healthcare, the digital revolution going on and how pharma can help
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The Value of Digital Transformation for Life Sciences

The Value of Digital Transformation for Life Sciences | Digital marketing pharma | Scoop.it
Digital disruption could unlock over $100 billion of commercial value in the pharma industry US over five years. Prepare for digital transformation.

Via Parag Vora
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David Avitabile's curator insight, April 17, 11:06 AM

Outstanding animated infographic from Accenture. I now have infographic envy.

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How to Write Content That Engages Mobile Reader...

How to Write Content That Engages Mobile Reader... | Digital marketing pharma | Scoop.it
Google’s new emphasis on mobile-friendly search results doesn’t require just good mobile design, it requires great mobile copywriting–Content Marketing Institute.
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Ayogo raises $2.5M for customizable patient engagement app

Ayogo raises $2.5M for customizable patient engagement app | Digital marketing pharma | Scoop.it
Vancouver-based Ayogo has raised $2.5 million from Merck Global Health Innovation Fund (GHI), Excel Venture Management, and 7Wire Ventures for it’s patient engagement offering, an app called Empower.
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Survey Finds Patients Want a Deeper Digital Connection with Their Doctors

Survey Finds Patients Want a Deeper Digital Connection with Their Doctors | Digital marketing pharma | Scoop.it
Harris Poll survey examines public attitudes towards advances in patient engagement tools. eClinicalWorks also conducted a separate study looking at p
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5 Reasons Pharma Should Reconsider Instagram

5 Reasons Pharma Should Reconsider Instagram | Digital marketing pharma | Scoop.it
More and more, Instagram is becoming a viable social channel for pharma, if used in the right way. So here are five reasons we believe pharmas should take a new look at Instagram.
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The New York Times Insights - The Psychology of Sharing - new guide

The New York Times Insights - The Psychology of Sharing - new guide | Digital marketing pharma | Scoop.it
Why do people share? The Psychology of Sharing reveals groundbreaking research conducted by The New York Times Customer Insight Group, that fills this knowledge gap.
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Leo Pharma sets out its social media principles

Leo Pharma sets out its social media principles | Digital marketing pharma | Scoop.it
Also expands its use of Twitter with two new accounts
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61 Key Social Media Metrics, Defined

61 Key Social Media Metrics, Defined | Digital marketing pharma | Scoop.it
There are so many metrics on social media that it's hard to know which ones you should be looking out for. Here we pick out the ones to know and ignore
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New Study Ranks Johnson & Johnson #1 In Pharma For Social Media Engagement

New Study Ranks Johnson & Johnson #1 In Pharma For Social Media Engagement | Digital marketing pharma | Scoop.it
The use of social media within healthcare has definitely been slower than other industries, but it is making progress.
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Poll shows all ages seek digital health tools |...

Poll shows all ages seek digital health tools |... | Digital marketing pharma | Scoop.it
Millennials and baby boomers have a lot of common a desire for technology that supports health priorities.
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Acceptance Factors of Mobile Apps for Diabetes by Patients Aged 50 or Older: A Qualitative Study

Acceptance Factors of Mobile Apps for Diabetes by Patients Aged 50 or Older: A Qualitative Study | Digital marketing pharma | Scoop.it
A lack of additional benefits and ease of use emerged as the key factors for the acceptance of diabetes apps among patients aged 50 or older

Via Anna Niemeyer
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Rescooped by Olivier Delannoy from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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The Sorry State of Pharma Mobile Health Apps & What To Do About It

© 2015 Pharmaguy™ The Sorry State of Pharma Mobile Health Apps & What To Do About It PharmaGuy Social Media in the Pharmaceutical Industry 21 - 22 Jan 2015…

Via Pharma Guy, eMedToday
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Tanya Kerr's curator insight, March 8, 9:40 PM

Good overview of the future of pharma app development.

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Meta analysis : Mobile tech can spur adherence to chronic disease management

Mobile tools, such as text messaging, can help boost adherence in global chronic disease management, which can lead to improved health and more cost-effective care, according to a study published in the Journal of Medical Internet Research.
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AstraZeneca and PatientsLikeMe team up on real-world data - PMLiVE

AstraZeneca and PatientsLikeMe team up on real-world data - PMLiVE | Digital marketing pharma | Scoop.it

PatientsLikeMe has recruited AstraZeneca as its latest big pharma client as the two sign a new five-year agreement. 

Under the terms of the deal, AstraZenecawill use patient-reported data from PatientsLikeMe to help future its medicine development and help improve outcomes, with an initial focus on respiratory disease, lupus, diabetes and oncology.

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The Digital Divide in pharma

The Digital Divide in pharma | Digital marketing pharma | Scoop.it
Across Health blog: the Digital Divide in pharma: HCPs’ needs exceed pharma’s digital offerings, particularly in the medical space. Want to learn more?
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A Tale of Satisfied and Unsatisfied Digital Pharma Managers

A Tale of Satisfied and Unsatisfied Digital Pharma Managers | Digital marketing pharma | Scoop.it
Across Health blog: How do satisfied and dissatisfied pharma managers compare when it comes to defining the right channel mix? Want to learn more?
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The Customer Journey to Online Purchase – Think with Google

The Customer Journey to Online Purchase: an interactive infographic that explores typical customer behavior to improve marketing programs.
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Using Advanced Social Intelligence to Understand the Patient Journey

Using Advanced Social Intelligence to Understand the Patient Journey | Digital marketing pharma | Scoop.it
Today’s digital social age presents an incredible opportunity for the pharmaceutical and healthcare industries.
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NHS England launches library for accredited mobile health apps | mobihealthnews

NHS England launches library for accredited mobile health apps | mobihealthnews | Digital marketing pharma | Scoop.it

The National Health Service in the UK is taking steps to create a curated database of government-approved mobile health apps, starting in the area of mental health. NHS launched a library of five approved apps on its NHS Choices website, which gets 40 million visits per month, according to the NHS.

 
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Rescooped by Olivier Delannoy from Health, Digital Health, mHealth, Digital Pharma, hcsm latest trends and news (in English)
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Key Digital Health Trends for EU Pharma - Manhattan Research

Key Digital Health Trends for EU Pharma - Manhattan Research | Digital marketing pharma | Scoop.it
Key Digital Health Trends for EU Pharma Marketers- Manhattan Research

Via Alexandre Gultzgoff, COUCH. , Celine Sportisse
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rob halkes's curator insight, March 27, 10:00 AM

How fast is heathcare realy changed?

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From Millennials to Seniors: How to Meet Diverse Digital Demands in Healthcare

Unlike a majority of marketers who promote a single product, healthcare marketers don’t often have the luxury of honing in on one specific target market. Medical care is a necessity for patients young and old, male and female, short and tall.
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#Pharma Not Alone in Inability to Develop Effec...

#Pharma Not Alone in Inability to Develop Effec... | Digital marketing pharma | Scoop.it
A majority of health insurance providers are failing when it comes to mHealth app efforts, according to the Health Insurance App Benchmarking Report 2015 released this month by research2guidance.
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Rescooped by Olivier Delannoy from Future of Healthcare
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Millennials Trust Pharma Social Media, Mobile Apps & Advertising

Millennials Trust Pharma Social Media, Mobile Apps & Advertising | Digital marketing pharma | Scoop.it

According to findings released today from the Fifth Annual Makovsky/Kelton “Pulse of Online Health” Survey, the percentage of Americans who trust pharma-sponsored social media "a lot" or "completely" increased from 17% in 2014 to 21% in 2015.

The same survey also revealed another trend: In 2010, 88% of Americans were willing to visit a pharma-sponsored Web site (e.g., a drug.com site), whereas in 2015 that percentage decreased to 80%.

Fielded in January 2015 to 1,015 nationally representative Americans ages 18 and older by Kelton, the Makovsky Health survey investigated consumers’ behavior and preferences for engaging with online healthcare information. The margin of error is +/- 3.1 percentage points at the 95 percent confidence level.

Meanwhile, a Prevention Magazine 2011 survey found that 49 percent of respondents who went online for prescription drug information reported seeking this information on a specific brand's Web site. As a consequence of this influence of the Internet, FDA is currently studying how consumers interact with drug.com websites (read this Pharma Marketing News article:Are Drug.com Websites "Fair and Balanced?").

Before commenting on the above results, let me summarize a few other “Pulse of Online Health” Survey results -- especially those related to mobile and wearable devices -- that may be of interest to you.

According to the survey results, almost two-thirds (66%) of Americans would use a mobile app to manage health-related issues. Millennials -- the children of "Baby Boomers" -- are leading the digital health charge, as they are more than twice as likely to express interest in using a mobile app to manage their health compared to their parents (Baby Boomers aged 66 and older).

Mundane mHealth Apps Favored
It seems, however, that Americans are interested in the more mundane uses of mobile health apps such as:

Tracking diet/nutrition (47%)Medication reminders (46%)Tracking symptoms (45%), andTracking physical activity (44%)

Similar results were found for uses of wearable devices.

Speaking of wearable devices, the Apple Watch, which is is expected to debut in April, may not include a few of its much-anticipated, non-mundane health features such as sensors that track stress by measuring the conductivity of skin and an electrocardiogram feature that measures a user's heart rate. It turns out that the sensors "didn't work well on people with hairy arms or dry skin, and the watch underperformed on people who fastened it to their wrists too loosely." Also, the watch provided "inconsistent results from blood-pressure and blood-oxygen-level tracking technology" (read the story here). So, Apple decided to go with a more mundane pulse-monitoring feature.

OK, exciting mHealth Apps are difficult to develop for imperfect humans. Also, don't forget that if a wearable such as the Apple Watch is used to offer health or behavior advice, it may require approval from the FDA.

Let's get back to the results regarding pharma social media vs. drug.com sites.

According to the press release: Of the 80 percent of Americans willing to visit a pharma-sponsored website, those 66 and older were more likely to visit the site if a healthcare professional recommended it (52%). Doctor recommendation matters less to Millennials, with 41 percent visiting a site based on physician suggestion, and Millennials are also 23 percent more likely to be motivated by an advertisement to visit a pharma-sponsored website than those 66 and older.

When the press release says "23 percent more likely" than X, it means X + 23 percentage points higher. That's a significant difference in terms of being influenced by advertising. Who knew that our kids even noticed ads let alone are influenced by them!

I don't have the actual percentage of Americans who are motivated to visit drug.com websites by commercials. I'll ask about that when I interview the appropriate person(s) from Makovsky/Kelton.

When it comes to social media, Millennials are 25 percent more likely to trust a pharma-sponsored platform than those 66 and older (31% vs. 6%). There's another big difference!

Social media lacks authority with the general population as 79 percent of respondents reported they trust these channels either “a little bit” or “not at all.” Patients with a diagnosed chronic medical condition, however, report “complete trust” in these channels at nearly double the rate of the average population.

Given the trust (or gullibility, depending on your POV) of Millennials in pharma-sponsored ads and social media, it's a shame not many of them have use for the products that pharma sells -- not yet, any way. Perhaps the pharmaceutical industry will begin focusing more on "engaging" with Millennials in a non-branded way to establish long-term "relationships." And perhaps stop advertising to geezers on the nightly TV news programs and to hypochondriacs during the daytime! Or maybe not.


Via Plus91, Anna Niemeyer
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Veena Lingam's curator insight, March 7, 10:17 PM

Should health professionals then consider new and innovative ways beyond the traditional face to face approach to treat health conditions in millennials? 

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New Pharma Digital Marketing Benchmarks Show th...

New Pharma Digital Marketing Benchmarks Show th... | Digital marketing pharma | Scoop.it
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation...
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