Healthcare was once about trying to heal the sick patient. But organisations around the world, including the NHS, now have an opportunity to shift this focus to one of keeping the public healthy and anticipating health issues before they become a problem.
The ability to create and capture data is exploding and offers huge potential for the NHS to save both lives and scarce resources.
Healthcare and life sciences are the fastest growing and biggest impact industries today when it comes to big data. In the UK, huge anonymised datasets are being developed for areas such as pharmaceutical research, with the aim of vastly improving the efficacy of drugs. Disease research is also being supported by big data to help tackle conditions such as diabetes and cancer.
But the UK has an opportunity to go much further in unleashing the real power of big data – the potential to personalise healthcare for every NHS patient. Identifying people at risk of becoming ill or developing a serious condition and providing the foresight to prescribe preventive measures is a very real possibility.
DTC marketers need to go beyond standard product health sites and focus on the journey that online patients take to determine which health care treatments are best for them.
The FDA has eased social media marketing guidelines for 3rd party sites and frankly DTC marketers should be meeting to determine how they can leverage the draft guidelines to increase conversion.
It’s important to understand that a very small percentage of consumers see a DTC TV ad and run to their doctor to ask for an RX. Today interest in prescription drugs usually means spending time online to research the product and learn about side effects which could hinder quality of life.
Last year we followed consumers online, via a funded study, as they learned about prescription drugs and various health conditions. The top-line key findings were:
Expect a modest increase in pharmaceutical ads on social media as a result of a new FDA draft guidance document just issued for comment. That's the expectation of industry observers who hailed the agency's long-awaited move as “a good start.”
Focused only on FDA's reporting requirements for ads on “interactive promotional media” (to use the agency's own terminology), the new document doesn't go as far as many have been hoping. That could come in July when the 2012 FDA Safety and Innovation Act (FDASIA) requires the agency to “issue guidance that describes FDA policy regarding the promotion, using the Internet (including social media), of medical products” that it regulates.
But for now, observers like APCO Worldwide's president of regulatory services and healthcare, Wayne Pines, praise the draft guidance for explaining, at last, what FDA holds companies accountable for on the Internet, after years of uncertainty.
“It also helps that FDA expects Form-2253 submissions periodically rather than every single time there is an addition or change on the Internet,” Pines said. “And FDA made clear that it will exercise enforcement discretion in issuing enforcement letters.
“I think that the regulated companies and the media/communications companies were expecting a much more detailed guidance, setting forth what they can and cannot do with social media. However, FDA has said all along that it applies the same regulatory standard to Internet/social media materials that it does to other promotional materials, namely that the claims be supported by substantial evidence and that there be a fair balance of risk information.”
Coalition for Healthcare Communication executive director John Kamp predicts the guidance will produce a modest increase in social media advertising, rather than “open the flood gates.” That's because, he said, FDA isn't the only or even the biggest reason for advertiser reluctance—there are lots of other reasons, plaintiffs' failure-to-warn suits being the biggest.
Kamp especially likes the flexibility FDA is offering in the guidance—companies can report their ads every day if they wish, or adhere to official deadlines.
Most significant to Kamp is that FDA has for the first time committed itself in the document to not holding advertisers responsible for things they don't control.
FDA's definition of “promotional labeling” is expansive, and in the new draft guidance it says no physical relationship between the promotional words and the product is necessary. The draft links to examples published in the Federal Register that, while antiquated, include non-printed materials like motion picture films, sound recordings, and “audio or visual matter descriptive of a drug …”
The agency has been elastic and quite imaginative in interpreting this section of its regulations to fit whatever industry comes up with on the Internet.
If it meets the new FDASIA law's July 9 deadline to elaborate on its policy toward Internet “promotional labeling” of all regulated medical products, look for more details then. Or shortly thereafter.
The document delineates, with examples, how FDA decides that a firm is “responsible” for information disseminated on social media by third parties.
In the case of user-generated content, the draft guidance says FDA will “exercise enforcement discretion” (read: take no enforcement action) if firms participating in such discussions one of five steps: (1) Submit all sites in their entirety on Forms 2253 or 2301 at the time of initial display; (2) in the case of a firm's interactive or real-time communication on a third-party site, submit the home page, the interactive page and the firm's first communication on either form at the time of initial display; (3)submit monthly updates of all non-restricted sites for which the firm is responsible; (4) submit all content from restricted sites that is related to the discussion, making sure the report accurately reflects the context; and (5) ensure that site submissions take formatting factors into consideration “to enable the agency to view the communications as a whole.”
AliveCor announces the launch of a mobile heart health service with expert ECG analysis now available through the AliveECG app making monitoring of he (AliveCor Transforms Heart Monitor into eHealth Service | Business Wire
Patient and family education is an important responsibility of a healthcare organization. Healthcare employees who deal directly with patients help in informing them and their family members about everything related ...
Brands and businesses using social data to inform their social media strategy However, in more instances than ever before, social data is also being used i. Marketing topic(s):Social CRM. Advice by Guest Expert.
The difference between science and science fiction is a line that seems ever harder to distinguish, thanks in part to a host of astonishing advances in medical science that are helping to create a new age of promise and possibility for patients.
Today cancer drugs are increasingly twinned with a diagnostic device that can determine whether a patient will respond to the drug based on their tumor’s genetic characteristics; medical imaging can be used to identify the best implantable device to treat a specific patient with clogged coronary arteries; and progress in regenerative medicine and stem cell therapy using a patient’s own cells could lead to the replacement or regeneration of their missing or damaged tissues.
Given these trends, the future of medicine is rapidly approaching the promising level of care and cure once imagined by Hollywood in futuristic dramas like Star Trek.
But these examples are not science fiction. They are very real achievements that demonstrate the era of “personalized medicine” where advances in the science of drug development, the study of genes and their functions, the availability of increasingly powerful computers and other technologies, combined with our greater understanding of the complexity of disease, makes it possible to tailor treatments to the needs of an individual patient.
We now know that patients with similar symptoms may have different diseases with different causes. Individual patients who may appear to have the same disease may respond differently (or not at all) to treatments of that disease.
Patient engagement represents the next aim of healthcare reform through the adoption of health IT systems and services. It just received a boost from PCORI. (How does patient engagement transform into useful EHR data?
Global health service company Cigna and the world’s largest manufacturer of mobile devices,Samsung Electronics Co. Ltd., have signed a multi-year agreement to co-develop health and wellness related features built into Samsung’s S Health on Samsung’s major smart mobile devices.
S Health is a Samsung platform initiative that will collect and integrate health information for consumers from smartphones and personal health devices. The S Health app will provide easy to use features in a mobile dashboard to help make health improvement an engaging part of everyday life. Cigna will provide the content, experience and engines for valuable clinical insights.
The game helps stroke survivors overcome their motor weakness.
Washington: Scientists have developed a therapeutic at-home 3D gaming programme to help stroke patients overcome motor weakness, which affects 80 per cent of survivors.
Hemiparesis is defined as weakness or the inability to move one side of the body, and can be debilitating as it impacts everyday functions such as eating, dressing or grabbing objects, said researchers at The Ohio State University Wexner Medical Center.
Constraint-induced movement therapy (CI therapy) is an intense treatment recommended for stroke survivors, and improves motor function, as well as the use of impaired upper extremities.
However, less than 1 per cent of those affected by hemiparesis receives the beneficial therapy. "Lack of access, transportation and cost are contributing barriers to receiving CI therapy. To address this disparity, our team developed a 3D gaming system to deliver CI therapy to patients in their homes," said Lynne Gauthier, assistant professor of physical medicine and rehabilitation in Ohio State's College of Medicine.
Gauthier, also principal investigator of the study and a neuroscientist, is collaborating with a multi-disciplinary team comprised of clinicians, computer scientists, an electrical engineer and a biomechanist to design an innovative video game incorporating effective ingredients CI therapy.
Meaningful use stage 2 is rapidly approaching and this time patient engagement is key. Yes, earlier stages of meaningful use required physicians to provide Patient Health Records (PHRs) to patients…but not to persuade patients to make use of it. Stage 2 requires eligible professionals (physicians) to provide patients with online access to their health-related information within 4 business days. Also, at least 5% of the patients must have viewed, downloaded, or transmitted their information to a 3rd party during the reporting period.