The mHealth App Developer Economics 2015, which has been conducted for the fifth time this year is the largest global study on mHealth app publishing. It focuses on the current status of the mHealth app market and provides an outlook of market trends over the next five years.
Patients view physicians as more knowledgeable about digital health than physicians view themselves, according to a recent Ipsos survey of physicians, the general population, and people with diabetes in the UK and US. Ipsos’ survey included responses for 200 US providers, 200 UK providers, 4,185 US consumers, 2,503 UK consumers, 416 people with Type 2 diabetes in the US, and 257 people with Type 2 diabetes in the UK.
Physician access for pharmaceutical reps continues to decline and has passed the halfway point. Throughout the United States, more than half of all doctors are now “access restricted” to some degree. That continues a steady downward decline in access that has played out for the past decade, increasing the pressure on pharma sales force effectiveness. Given these profound shifts in the industry, and the strong likelihood that they will continue over the next several years, the question becomes, how can pharma companies best respond?
A new survey of 5,000 patients and 626 physicians conducted by Nielsen Strategic Health Perspectives found that consumer access to digital health technology is still quite low, especially compared to consumers’ wants.
The digital revolution has meant that opportunities for communication have grown exponentially, with expectations for better, quicker, cheaper and more personalised engagement. The channels which pharma traditionally relied on to reach or support its customers are now joined by a whole raft of newer channels, and traditional channels must evolve and integrate in order to retain the value that they once had. So how do healthcare professionals and the pharmaceutical industry navigate their way in this new multichannel world to reach and engage with each other? How can pharma ensure that it utilises the right combination of opportunities to optimally support its customers and deliver its messages?
Customer centricity is one of the latest buzzwords or concepts that the industry accepts it needs to embrace but often struggles to confidently define or deliver. In simple terms, we know we need to focus on delivering what customers want, when, where and how they want it - but what does this really mean for pharma and to what extent is the industry currently aiming for and achieving this goal?
Olivier Delannoy's insight:
Good report highlighting the constant gap between the declared HCP needs in terms of inline behaviors and medical information versus what is being currently provisioned by Pharma
As pharma marketers continue on their age-old quest to engage physicians, the either/or choice between reps and digital tactics has largely gone away in favor of programs that incorporate both. At the same time, certain segments of the business are still finding their way in the brave new digital world. Larry Dobrow surveys the scene
Compared to earlier studies, we have demonstrated much higher smartphone ownership among doctors and nurses, who perceive these devices to be useful when performing their clinical duties. Large numbers of staff are sending patient related clinical information using smartphone messaging modalities. Care must be taken by doctors and nurses to ensure that no identifiable patient data is transmitted in this way, and healthcare organisations must develop strategies and policies to support the safe and secure use of these technologies by front-line staff.
Oct. 21, 2015 – Physicians Interactive® (PI) announced today the launch of its recently acquired Univadis platform, the world’s largest healthcare professional (HCP) network.
Univadis, previously a wholly-owned subsidiary of Merck (known as MSD outside of the U.S. and Canada), has an active membership of more than 3 million HCPs in over 20 languages, across 63 specialties and in more than 90 countries. Univadis provides a comprehensive suite of clinically relevant resources for HCPs, including medical news, conference reports, references, textbooks and online education modules.
The Univadis platform will now operate as part of Physicians Interactive (a wholly-owned subsidiary of Merck, operating independently from branded pharmaceutical and vaccine operations), aligning with the company’s suite of HCP-facing properties to deliver a seamless engagement experience – both for HCP members seeking credible medical content and for the life sciences companies, payors, and providers who leverage these digital properties to drive education and awareness of new medical and digital innovations aimed at improving health outcomes.
“Adding Univadis to the Physicians Interactive brand underscores our mission to advance health engagement across the entire spectrum, as well as across the globe,” said Donato Tramuto, Chairman and CEO of Physicians Interactive. “There is a transformation underway in healthcare, one that requires a fresh, integrated approach grounded in proven digital strategies. With the expanded reach and rich medical content this acquisition offers, we are even better positioned to provide the end-to-end solutions our commercial partners need to deeply engage healthcare professionals – resulting in greater awareness and better health outcomes.”
This acquisition also positions PI as a global digital partner for its clients looking to further engage health care professionals through digital channels – offering centrally managed, multinational campaigns featuring localized content. Today these international markets include France, Spain, Italy, the United Kingdom and the United States; continued expansion into dozens of markets around the world is planned over the next three years.
John Weinman, PhD, Head of Health Psychology at Atlantis Healthcare and Professor of Psychology at King’s College, London, has been studying adherence for the past 25 years and one thing he has learned: Everything pharma thinks they know about adherence is wrong. Pharma’s traditional line of thinking is that patients simply don’t know enough about the treatment or just forget to take the medication. In reality, there could be anywhere between 20 to 30 reasons why a patient is nonadherent—and those reasons are very personal to that patient. Professor Weinman has discovered a way to identify the factors affecting each patient and what can be done to change the patient’s behavior in order to influence adherence. In fact, he offers a case study of a program that was able to improve adherence by 20%—and keep patients at that improved rate even after the program ended.
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