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A DIGITAL WORLD
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Patient Opinion Leaders as the New Healthcare Influencers

Patient Opinion Leaders as the New Healthcare Influencers | A DIGITAL WORLD | Scoop.it

While the notion of online influence, with accompanying tools such as Klout, may be a new concept within the digital world, finding those individuals that hold most sway with their peers was already critical in every business sector way before the internet sprang to life.

The pharmaceutical industry, for example, has historically invested enormous amounts of money into identifying and engaging with those medical influencers who can potentially make or break its new therapies. These ‘super influencer’ doctors, known as Key Opinion Leaders (KOLs) are the ones other prescribers look to for guidance when treating their patients; the ones who are the most prolific authors and speakers within medical journals and at congresses.

But as the virtual world took hold, a new breed of KOLs has emerged – the Digital Opinion Leaders (DOLs). These new, tech-savvy doctors are taking short cuts to greatness, using online engagement channels such as Twitter, LinkedIn, Facebook, medical forums and even personal blogs to bolster their credibility in timescales that the old KOLs could only dream of. Everyone in pharma started turning their gaze to these new influencers.

The trouble is that, while everyone was looking over there, a new breed of influencers has used the internet to rise to prominence. They’re not doctors at all and they are potentially much more powerful than any KOL or DOL. They are patients.

These new Patient Opinion Leaders (POLs) – a phrase I coined when speaking with one of them (a highly energised and intelligent cancer survivor called Andrew Schorr) recently – are the most empowered and educated of all patients. They are the ones taking a thorough and deeply scientific interest in their own illness and using the power of social media to amplify their voice so they can help others.

Traditional healthcare systems, which revolved around the pharma-to-doctor and doctor-to-patient relationships, are therefore being blown out of the water by this new dynamic. While the cynics may claim that the noise created by POLs has little real impact on healthcare decisions, research with experts in this space suggests otherwise.

Right now POLs are:

Having informed discussions with their doctors about medical intervention, often leading to changes in treatment.Inspiring other patients to have similar conversations, plus raising greater awareness of their disease in general.Working closely with traditional patient advocacy organisations on driving policy change.Exploiting and amplifying the impact of non-pharmacological interventions, including self-management via new technology.And now we are coming full circle. These new POLs are finding a seat at the table at medical congresses, being invited to sit alongside traditional KOLs to share their views. If ever there was an argument that virtual influence is of limited value in the real world, then POLs are the ones showing just how wrong this can be.

For the pharmaceutical industry, and all other players in the healthcare space, this signals a new dynamic in the market that they have to embrace; one which is taking them closer to the world of B2C than B2B. It’s yet another argument that this sector must really get to grips with the technology that POLs are using to disseminate their message and push for much closer engagement with them if it is itself to remain an influential player.

So in the world of healthcare, social media isn’t just connecting people, it’s changing the fundamental stakeholder dynamics of how we manage and treat disease, with POLs being at the very core of this change.


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The Science Behind Storytelling Infographic

The Science Behind Storytelling Infographic | A DIGITAL WORLD | Scoop.it
Brands use social for storytelling 88 percent of the time.

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Karen Dietz's curator insight, July 8, 9:18 AM

Here's some eye-candy for us biz storytellers -- a handy infographic capturing salient content about why storytelling works and application for business.


Keep this around for presentations, blog posts, etc. As a piece of storytelling shorthand, it could be useful.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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24 Content Marketing Tips from Inbound Marketing Pros

24 Content Marketing Tips from Inbound Marketing Pros | A DIGITAL WORLD | Scoop.it

Whether you are new to content marketing sphere or an old expert, it's always good to keep up on what the top industry pros are saying.

 

Here's an infographic created by referralcandy filled with 24 juicy tips and trends, every marketer needs to know.

 

A key trend and tip:

Interesting content is one of the top 3 reasons people follow a brand on social media site, while 7 in 10 consumers prefer getting to know a company via articles than ads....


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Jeff Domansky's curator insight, July 4, 12:57 AM

This handy infographic from ReferralCandy gives 24 useful tips for eCommerce content marketing from top inbound marketing experts.

Jeff Domansky's curator insight, July 4, 1:03 AM

Invaluable inbound marketing tips.

idweaver's curator insight, July 4, 8:17 AM

Cette infographie est une vraie bible pour tout Content manager!

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Social Media Implementation Checklist

Social Media Implementation Checklist | A DIGITAL WORLD | Scoop.it

Set goals first. If traffic, leads and sales are part of the goal, then gotta have the next focus be on content creation. Then, using social to share. Can't get much value out of social unless you're actively creating, publishing and sharing content. 


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Plaza Dental Group's curator insight, January 6, 8:34 PM

Thanks For such a great presentation of facts.

rob halkes's curator insight, January 31, 1:09 AM

Comes in handy, such a checklist!

Kathyrn Chociej's curator insight, March 11, 6:36 AM

Who are all the players? Have you invited everyone? Compliance, Marketing, IT...? To make this a successful business-wide initiative, everyone needs to be involved.

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The 8 Step Approach to Successful Content Marketing #infographic

The 8 Step Approach to Successful Content Marketing #infographic | A DIGITAL WORLD | Scoop.it

Vertical Measures has developed an 8-step approach for developing a successful content marketing project that includes strategy development, ideation, content creation, optimization, content promotion, distribution, lead nurturing and measurement. Viewing this content marketing as a cohesive strategy throughout the customer lifecycle is imperative because it aligns the content with the stage or intent that the visitor to your site and ensures there’s a path to conversion.


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APPSeCONNECT's curator insight, July 1, 1:55 AM

Really one of the Best technique for the marketing. http://appseconnect.com/sap-business-one-shopify-integration/

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2014 Digital Patient Journey

2014 Digital Patient Journey | A DIGITAL WORLD | Scoop.it
In today’s modern medical world, patients are beginning to take their diagnoses into their own hands and search queries. This infographic, created by Fathom, looks at the journey of a patient using the ubiquitous “Dr. Google” as part of the new normal for...

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Social Media Marketing

Social Media Marketing | A DIGITAL WORLD | Scoop.it
Infographic: Social Media for Business (Infographic: Social Media for Business http://t.co/REQzL3UVjf)

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Peter Wilkinson www.peter.uk.com's curator insight, October 11, 2013 8:07 AM

Social media business - social media marketing, HR, recruitment, sales, customer service | employer branding | culture and Internet / social media addiction and trolls - Call Peter on 07930330125 or email peter@peter.uk.com

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Pharma's current business model 'does not put the patient at the heart of its decision-making', says KPMG

Pharma's current business model 'does not put the patient at the heart of its decision-making', says KPMG | A DIGITAL WORLD | Scoop.it

Pharmaceutical companies need to stop simply paying lip-service to patients and radically alter their business models if they are to meet increasing global demand while improving patient outcomes, says KPMG....

Ultimately, we need to change our perception of the pharmaceutical ‘value chain’ to a new ‘value ecosystem’ which puts the patient and the customer at its centre, with other business services wrapped around their needs. Some companies have already started to grasp the nettle and are moving in the right direction – for instance, one life sciences company we spoke to is currently working on an innovative approach to diabetes,” he noted.


Read more at: http://www.pharmatimes.com/Article/14-04-08/Pharma_business_model_must_change_radically_KPMG.aspx#ixzz2z2QMSx6t
 @PharmaTimes on Twitter
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rob halkes's curator insight, April 16, 2:03 AM

Indeed the pharma model needs to be build on an comprehensive view on pharma's role, actions and services in the market. See a draft version to this here:
http://www.healthbusinessconsult.com/blog/customer-focus-in-pharma-22/

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The Secrets of Quality Link Building

The Secrets of Quality Link Building | A DIGITAL WORLD | Scoop.it

With the continuous advancement of technology and the improvement of internet services in recent years, it is easy to see how search engine optimization played a big role in the online marketing world. However, as technology improved, marketing strategies using various online platforms changed as well. In fact, because of the continuous improvements on internet marketing, some of the most popular SEO practices used in the past are now considered ineffective, some are even considered obsolete.

One of the challenges in online marketing is to know how to keep up with the changes and advancements of technology. A good internet marketing specialist should know how to attract and build market by using quality link-building strategies. To continue creating high-quality links, here are a few strategies that can help you understand the recent changes in the online marketing world.


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Social Media in Healthcare: The Patient’s Perspective

Social Media in Healthcare: The Patient’s Perspective | A DIGITAL WORLD | Scoop.it
By Clarissa Schilstra The diagnosis of such a serious illness, whether it is acute like cancer or chronic like Type 1 diabetes, can leave a person feeling isolated and lost. You wonder why it has h...

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Healthcare in England

We've done the US, Canada, and France. None of them are really socialized healthcare systems. To get at that, we need to go look at a system like that of the UK. More specifically, we're going...
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Mobile app uses voice analysis to detect mood changes in bipolar patients

Mobile app uses voice analysis to detect mood changes in bipolar patients | A DIGITAL WORLD | Scoop.it
An experimental smartphone application devised by a University of Michigan research team monitors subtle changes in the voices patients diagnosed with bipolar disorder and identifies mood changes.

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Healthcare Content Strategy: Focus Or Fail

Healthcare Content Strategy: Focus Or Fail | A DIGITAL WORLD | Scoop.it

Healthcare marketers need a healthcare content strategy that's focused, otherwise it's unlikely they see results. Learn how to move consumers to action.


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A list of Digital Marketing Tools for your Business

A list of Digital Marketing Tools for your Business | A DIGITAL WORLD | Scoop.it
A list of Digital Marketing Tools for your Business

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If patients aren't responding to your digital activity, it's probably because they think it's no good

If patients aren't responding to your digital activity, it's probably because they think it's no good | A DIGITAL WORLD | Scoop.it

Patients who are slow to respond to pharma's digital healthcare initiatives are not ignoring you. They just think that your existing services don't meet their needs, or are of poor quality, or both


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Digital Physician: Getting Started With Social Media

Digital Physician: Getting Started With Social Media | A DIGITAL WORLD | Scoop.it

Although some physicians remain skeptical of social media platforms such as Twitter, many oncologists are finding that social media offers effective methods of sharing and discovering study results, driving participation in clinical trials and promoting professional reputations.

“I would encourage everyone to get on Twitter,” said Don Dizon, MD, an assistant in medicine at Massachusetts General Hospital, in Boston, and immediate past chair of the American Society of Clinical Oncology’s Integrated Media and Technology Committee.

 

 Dr. Dizon said that he often finds that by checking Twitter, blogs and YouTube videos, he’s the first in his circle to know about breaking medical news.

 

Use of Twitter—a 140-character social messaging platform—has been increasing during professional meetings, providing oncologists with a real-time way to assess presentations they may, or may not, want to attend. Twitter usage at American Society of Clinical Oncology annual meetings, for example, has grown significantly from 2009 to 2012, according to Robert Miller, MD, a clinical associate with the Breast Cancer Program at Johns Hopkins Kimmel Cancer Center, in Baltimore.

At the 2011 meeting, he said, 34 physician Twitter users sent 1,477 tweets (of a total 1,537 users sending 8,188 tweets), predominantly to broadcast results of clinical data presentations and disseminate their perspectives on the treatment implications of data. Some users not in attendance used Twitter as a vehicle to learn about new studies, provide commentary and broadcast results to their followers. Others used Twitter to promote their presentations.

 

Twitter, Facebook and YouTube also can be used to promote clinical trials through a sentence or two, links to a description on the clinicaltrials.gov website, or a short video about the study. Anas Younes, MD, the chief of the Lymphoma Service at Memorial Sloan-Kettering Cancer Center, in New York City, said he has recruited many participants that way.

 

Having a social media presence also can enhance a physician’s professional reputation, Dr. Miller said. The University of California, Irvine, invited him to give a grand rounds lecture on “social media and the digital physician,” largely because of his tweets and a blog he writes about breast cancer.

 

Social media does not have to take up large chunks of time, said Dr. Younes. He follows Twitter feeds from scientific journals, so he sees article updates “in real time, instead of waiting to have time to sit and check PubMed.” He also uses a free Twitter application called paper.li, which compiles articles on subjects of interest to him into an electronic newspaper format that is sent daily to his Twitter account and to his followers (see http://paper.li/DrAnasYounes/Newspaper#). He spends about 20 minutes before dinner skimming through the stories.

One thing that oncologists should not do is get personal, both Drs. Dizon and Miller said. Those using Facebook to communicate information to patients should create a professional account so it avoids the perception of friending patients. Provide only basic general educational information; never offer specific recommendations or discuss patients’ health online.

Oncology is a specialty that particularly lends itself to social media because there is “so much information that is valuable to our patients,” Dr. Miller said. Oncologists looking to jump into social media can start by “lurking,” reading blogs or others’ Twitter feeds, they said. If you identify a person you find interesting, see who they follow and follow those people, too. If you find articles, blog posts or tweets that you think would interest your colleagues, pass them along in your own tweets or start a blog and link to them. It may take a few months to develop your own presence, Dr. Miller said. When you do, use your real name and photo to help build your identity.


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How Doctors Can Make Use of Social Media?

How Doctors Can Make Use of Social Media? | A DIGITAL WORLD | Scoop.it

By using the right strategy doctors can gain a lot by making a proper use of social media to market themselves, share their rich experience and knowledge and carry out discussions with the colleagues in the industry.

Many of the doctors are afraid of the unknown and thus decide to remain silent over the social media due to privacy concerns. It is possible to create a good balance between having a transparent communication and matching to the necessary limitations of the industry.  Around 24% of physicians use social media at least once a day to post, share and seek medical information. The use of social media is still in its early years and it is a great opportunity to take advantage of these digital platforms and build credibility for your career as a doctor or a physician. The medical industry is very less saturated online as compared to other industries mainly due to the fear and apprehensions of health care organizations and professions as they would want to avoid liability issues related to social media related platforms.

As a doctor it is possible to make an effective and profitable social media strategy to market your practice and career. It will require a lot of time and effort but the results can have a far reaching effect for the long term success. If you are a physician or a doctor there are many ways you can make yourself stand out among others and effectively reach the right people in your social media.

Set up personal account in Twitter, Facebook and LinkedIn

Having social media accounts is one of the ways to increase your social footprint and expand it. Make a personal profile in all these three networks and optimize them to the fullest.

Make Use of Visuals

Visuals are more effective in engaging people than text therefore include more pictures in your social media profiles on LinkedIn, Facebook and Twitter. This is one of the important things to implement on Facebook, Twitter and LinkedIn. When you are sharing content make sure you use original and non copyrighted photography in order to boost your engaging posts. Another way is to make use of photos in the blog posts, videos and articles when you are posting things on these networks.

Share the knowledge

It doesn’t matter that which platform you are sharing your content on but make sure you whatever you are saying is helping you to make connections, followers and friends. Make use of your unique expertise and share the relevant information about what you know best.

Apart from joining the existing twitter chats, LinkedIn groups and relevant online discussion related to your area of expertise and industry, plan and start your own sharing hub on social media in order to bring the depth of knowledge to your professional interests.

Whether your knowledge hub is a LinkedIn Group, Twitter chats, Google plus profile or other relevant discussions online related to your industry, it is an important way of sharing what you know and build your credibility as you educate others.

As doctors it is important that you follow the rule of thumb to make sure you are providing the value to others and making use of your time spent on the social media networks. Doctor’s job is to make sure they share their expertise and execute their advice.

Frequency of posting on LinkedIn

As one of the largest network of professionals online LinkedIn allow doctors to highlight each aspect of their career path using text and visuals. LinkedIn can offer lots of benefits to doctors because of its professional nature and a large network of likeminded people sharing and connecting with others. Begin by sharing the content from your profile that reflects your expertise and knowledge as a healthcare professional.

On LinkedIn content needs to be of a professional nature and little more reserved than the one shared on Facebook or Twitter. Share the links to those articles and other information that can be of some value to your connections and at the same time adding your own perspectives through commenting on posts.

Follow other Healthcare Professionals on Social Media

Using Facebook and Twitter you can reach out to existing network of your contacts that you already know and you can find them by searching for colleagues, peers and friends working in the healthcare field. Follow and make connection with these individuals. After that you can use each networks search feature for to look for individuals in the similar role or industry. By connecting with a large number of people on these platforms you will have the like- minded people to interact with and share your views and experiences.

Participate in conversations on twitter

Twitter is the best social media platform for having a public one to one conversation at the basic level. Start your conversation with doctors and medical professionals and discuss current trends in healthcare industry or new findings.

You can also find the conversations from other you have followed by searching through hashtags or keywords related to your interests a physician

Join Useful Twitter Chats

In twitter chats, on particular topics and hash tags occurs weekly, monthly or quarterly. Search and discover what chats Twitter chats are available for medical professionals and join these conversations with other participants and learn new things. When participating in the twitter chat answer some of the questions asked by participants or posted by moderators by adding your views and opinions. Follow other participants and moderators in the chat and include proper hash tags in all of your tweets.

Go For Accuracy

There is a large amount of misinformation online when it comes to medical field that confuses consumers and dilutes the effectiveness of accurate medial insights. As a doctor it is important that you act as the voice of reason when sharing important information about healthcare online. Go for accurate coverage of information on social media that could affect your credibility for the long term.

Spend a limited time on social media at a certain part of the day or few times a week to help you make your efforts to be more accurate. Again it needs to be quality over quantity when it comes to content sharing and the discussions that you are having online.

Ask Questions

One of the benefits of having social media is the ability to have actual conversations online with your friends, family, peers and other connections in your network. As a doctor you should ask questions from your audience in order to get their feedback on some decision or a perspective on industry news.

As you will ask questions you will be able to learn the insights of your network. No one knows everything but still someone has something to share with others. Make use of your network on social media to get more insights and establish your credibility as respected and reputed doctor.

 


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Andrea Robotti's curator insight, July 6, 7:54 AM

Riflessioni molto utili fatte da una realtà di servizi sul proprio canale di comunicazione: un punto di vista di terzi su quelle che potrebebro essere i comportmenti più facili ed efficaci per i medici quando utilizzano i canali social.

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5 Content Marketing Lessons You Don’t Want to Learn the Hard Way

5 Content Marketing Lessons You Don’t Want to Learn the Hard Way | A DIGITAL WORLD | Scoop.it

Content marketing isn’t rocket science, but that doesn’t mean it’s easy. This is a collection of content marketing lessons I’ve learned the hard way.


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8 Free Tools Content Creators Can’t Live Without

8 Free Tools Content Creators Can’t Live Without | A DIGITAL WORLD | Scoop.it
Every business has their select tools of the trade. There was a time when content creators – formerly known as writers – would use things like encyclopedias, pencils… and ridiculously huge type…

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What should be Pharma's social media priorities for 2014? #pharma

What should be Pharma's social media priorities for 2014? #pharma | A DIGITAL WORLD | Scoop.it

Online networks for healthcare professionals are expected to be an industry priority in social media this year, according to a new survey.

 

The Digital Futures 2014 survey, conducted by PMLiVE publisher PMGroup in association with Havas Lynx, saw online HCP networks voted the most valuable social media channel by respondents.

 

The online survey of nearly 250 people working in, and for, the pharma industry saw this result mirrored when it came to the social media channel respondents thought would be most important for their company in 2014.

 

In both cases healthcare professional networks beat open social networks like Twitter, LinkedIn and Facebook, all of which have been the focus ofsignificant pharma interest.

 

But online physician networks have seen continuous and significant growth in recent years and lately there has been expansion among existing players like the M3 Group, whose networks includes Doctors.net.uk, and new entrants such as Cegedim Relationship Management's Docnet.

 

Read more: http://www.pmlive.com/blogs/digital_intelligence/archive/2014/january/pharmas_social_media_priorities_in_2014


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Infographic: Primary Care Physicians Use of Digital « Healthcare Intelligence Network

Infographic: Primary Care Physicians Use of Digital « Healthcare Intelligence Network | A DIGITAL WORLD | Scoop.it

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Google Fit: Another Try At Health Data? - InformationWeek

Google Fit: Another Try At Health Data?    - InformationWeek | A DIGITAL WORLD | Scoop.it
Google looks to announce a new service at the Google I/O conference that will track activity data. Will it succeed where Google Health failed?

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Finally! FDA proposes social media guidelines for pharma & medical device ... - MedCity News

Finally! FDA proposes social media guidelines for pharma & medical device ... - MedCity News | A DIGITAL WORLD | Scoop.it

MedCity News Finally! FDA proposes social media guidelines for pharma & medical device ... MedCity News WASHINGTON (Reuters) - The U.S.


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Pinterest for Pharma, revisited

Pinterest for Pharma, revisited | A DIGITAL WORLD | Scoop.it

Two years ago, I wrote an introduction Pinterest for pharmaceutical companies. Back in April 2012, only one major pharmaceutical company, Bayer, had embraced the image-sharing platform.


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Practical SEO Guide: Good Business Is the Foundation of Good SE

Practical SEO Guide: Good Business Is the Foundation of Good SE | A DIGITAL WORLD | Scoop.it

Good business is the foundation of good SEO. See this practical SEO guide for tips, resources and insights.


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