In a previous post on this blog, Catch on to content marketing, I wrote that Pharma’s content-marketing opportunity is to make sure that when a doctor or a patient goes searching for health information that the right content is there waiting for them. In the same post I quoted Dr Candice O’Sullivan of Australia’s Wellmark agency describing Pharma as “an industry well used to the rigours of consistently producing high-quality content.”
And yet, millions of patients and doctors still go to Wikipedia every month for the answers to their questions. I think that’s what’s known on the internet as a #Fail.
What are the responsibilities of a community manager (in pharma)? How do you connect with the diabetes communities and become a legitimate participant in the conversation? How do you demonstrate the value of your engagement with the community back to the diabetes franchise and your organization overall?....
Dinesh Chindarkar, Co-founder, MediaMedic Communications elucidates about eDetailing – where technology and graphics, married with rich content, come to the rescue of mundane communication. Detailing has always been the backbone of doctors’ communication with the pharma industry for over the last three to four decades. This print tool, though has undergone quality improvements in terms of its content, visual appeal, some added gimmicks etc; all these have been value-adds within the box. Nothing has challenged it so far.
With the advent of technology, video content, graphics, motion and interactivity, and newer digital tools are challenging this visual aid and redefining communication. This version of detailing adds an ‘e’ of electronic to it, making it completely different from the current mode of communication. A different form of eDetailing is one where communication is sent to doctors on the PC without a personal interaction. But we are talking of eDetailing in the context where the electronic detailing aid is used by the sales rep in person-to-person call.
The objective of having a rich, content – driven conversation with the doctor, so as to discuss about newer medical advances, sharing updated information and help him make the right decision for prescription can be achieved using eDetailing. All this can be done weaving the brand within the conversation rather than the brand dominating the communication.
The importance of e-detailing today's marketing environment? A study by Verispan in 2007 showed 80 percent of physicians to participate in e-detailing initiatives, even more telling, 20 percent of doctors have totally replaced ...
As the health service grapples with the need to provide quality care while containing spiralling patient care costs (something all stakeholders will need to do for decades to come), the ability to manage care in a holistic, safe and cost effective way is a priority for commissioners.
Choosing the best healthcare partner to deliver these often complex and detailed healthcare requirements is high on the agenda for many commissioners and with the recent changes to NHS commissioning and the publication of the Homecare Medicines Review guidelines, this task has become even more important to get right first time round.
So what can you do to ensure the right partnerships are formed that best meet your individual service objective needs?
First of all, the healthcare partner should offer a broad and integrated range of services such as medicines distribution/logistics, clinical homecare, medicines support, dispensing services, medicine preparation and clinical trial support. Not only does provision of these cohesive services avoid the need for other external partners and contracts, but it also creates the flexibility to add-on future services as end-to-end patient healthcare needs develop and expand.
In addition, this fully integrated approach has a greater potential to lead to service efficiencies, flexible service delivery and improved patient care. ..
The healthcare partner must help patients make better use of the medicines and therapies they are prescribed and by doing so, the NHS can be supported to deliver the demands of the Government's QIPP (Quality, Innovation, Productivity and Prevention) agenda ..
Most importantly, a partner should be able to demonstrate a strong track record of patient-centric care that supports patients throughout their care journey...
An aspect which is perhaps given less weight is the existence of shared values and complementary multi-disciplinary expertise between stakeholder organisations. In my opinion, evidence of this is critical to engender mutual trust and respect between both organisations, as no doubt the ability for co-operative working will be tested under the current challenging and changing healthcare environment.
Ultimately, the true measure of success will be the strength of the relationship between the healthcare provider and partner as they work together in the pursuit of mutual goals to deliver the best possible care for their patients.
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.”
Few publications that consider the pharmaceutical industry’s participation in digital environments neglect to mention ‘marketing’ in some capacity.
We genuflect to ‘marketing’ so freely, deploy it in our discourse with such profligate frequency, and elevate the study of its operations to such a degree that a casual observer could be led to imagine that the concept of ‘marketing’ was in some way intrinsic to every facet of a pharmaceutical company’s success.
‘No marketing, no pharmaceutical company,’ one might conclude, as if no prescription would ever be written, nor any course of treatment embarked upon without it.
However, the premise upon which this post is based is that the exact opposite is in fact true, and that the continued pursuit of ‘marketing’ by the pharmaceutical industry as it is currently practiced has the potential to irreparably damage the industry’s reputation, further undermine health consumer trust in its operations, impact upon its profitability, and undermine the viability of its future operations.
L’ANSM relaie la campagne du Ministère des Affaires sociales et de la Santé sur la contrefaçon des médicaments et souhaite rappeler que l’achat de médicament sur Internet doit se faire dans ce circuit légal.
Il y a une application pour tout. Un groupe de chercheurs japonais vient une fois encore de le prouver avec ce robot d'imagerie médicale piloté à partir d'un iPhone. Ce robot de santé, encore au stade de prototype, a été ...
Actually Pharma often has a clear goal for why it wants to work with online communities, which is a good start. The issue, perhaps unsurprisingly is that the goal is often self-serving. Exciting for the Pharma company, less so for the HCPs.