Two years after launching the blog, InPharm’s web editor Dominic Tyer bows out with a final post.
This will be my last Digital Pharma post as, after two years writing the blog - and a full 12 years with Pharmafocus, I will shortly take up a new challenge within the sector.
Since launching the blog in 2009, developments in the digital realm have moved ahead with lightning speed.
The biggest changes since then (indeed in the last decade) have been the growth of healthcare information online, and how this has changed all the relationships in healthcare - relationships between patients, healthcare professionals, charities, healthcare systems and the pharma industry.
In that time, I’ve been tracking how this revolution in technology and online behaviour has affected the pharma industry.
Rebecca Aris interviews Alex Butler The Social Moon We’ve heard from quite a few folks now from both within pharma and those more visible driving change on the outside. This week we’re lucky enough to catch up with someone who has spanned both camps in the last few weeks as he makes the move into the service sector off the back of a successful career with pharma giant Johnson & Johnson. Alex Butler is an extremely well-known figure when it comes to digital pharma, being a regular speaker at conferences and one of the more outspoken pharma folks when it comes to actually personally using social media channels such as Twitter. During his time with Johnson & Johnson he has directly led the development of initiatives such as Psoriasis 360, which won three categories at the recent PM Society Digital Media Awards, so he can certainly practice what he preaches. During our discussion, Alex talks about how his focus beyond pharma, on the broader world of technology and communications and how this affects society, gives him a slightly different perspective on what the industry should be doing to drive better healthcare delivery. He also talks about his personal experience with digital projects, key lessons learned and who else he sees as drivers of change. Critically, Alex provides a perspective on how it’s not all about Facebook and Twitter, but a more cohesive approach to collaboration and online engagement, which involves the use of novel technology from beyond our sphere of comfort.For the supporting article and to add your comments, please visit: http://www.pharmaphorum.com/2011/10/19/social-pharma-faces-alex-butler/
If you're among the 25% of the marketing population (my estimate) who have not heard about Amit Gupta, let me get you up to speed: Amit is a young, South Asian entrepreneur. Three weeks ago he was diagnosed leukemia. As of today, Amit has 40 days to find a perfect bone marrow donor match.
As marketers, we often think about messaging strategy or what the best call-to-actions are for an advertisement. We face challenges such as determining how to move people down the marketing funnel from "awareness into action." Sometimes we lower our price or, we improve our product. But for Amit and others in his scenario, there is no magic marketing bullet. We can't put the product on sale. We can't use Groupon or Loopt for a group or location-based bone marrow match promotion. Our call-to-action, please tweet and swab, is very straightforward, from the heart, and needed immediately.
Most mobile ad networks to date have been formed to help marketers that are reaching a wide swath of mobile users encompassing different demographics, geographic and behavioral factors. A newly formed mobile ad network bypasses broad reach to focus on reaching professionals in the healthcare industry.
Amit Gupta was diagnosed with leukemia and needs a bone marrow transfusion to survive. Unfortunately, no one in the National Bone Marrow Registry matches him, so he's turned to social media to find the person who could save his life.
I just tweeted this bit of news: ".@Alex__Butler - 1st recipient of Pharmaguy SM Pioneer Award - leaves J&J to start online comms agency: @The_Social_Moon #hcsmeu #hcsmuk" Alex received the FIRST Pharmaguy Social Media Pioneer Award last year when he was Digital Strategy and Social Media Manager at Janssen UK (see "First Pharmaguy Social Media Pioneer Award Given to Janssen's Alex Butler"). His pioneering work was the Psoriasis 360 Facebook page (see "Markets as Conversations: Can You Have a Discussion with 'Psoriasis 360' on Facebook?").
At that time, I presented the following chart showing how readers of Pharma Marketing Blog voted for a list of nominees:
Apple’s iPhone is getting an improved camera with the iPhone 4S, but a medical research team has gone a step further, turning the iPhone into a powerful, professional-caliber imaging and chemical detection device, according to The Optical Society. In other words, the $40 hack engineered by the team makes the iPhone a lab-worthy medical microscope.
Spontaneous discovery is one of the best things about the App Store. Sometimes you are just idly checking out some apps and you hit upon a gem that you just have to share with the world. Play It Down is one such app. Among other things, it lets you test your hearing to make sure that it is functioning as expected, so you can take corrective steps if it isn’t.
The last few years have seen an explosion of interest in digital marketing in the pharma sector, reflecting the wider revolution brought about by sites like Facebook and Twitter, and mobile devices in the shape of smartphones and iPads.
But has marketing to pharma’s core audience of healthcare professionals really been revolutionised by digital media?
These are people active on G+ who are active here and universally within healthcare social media. This is a bit time-consuming...so just a random start; will keep adding. Do you have people to add to the list?
With more Americans going online to obtain healthcare information, hospitals and health systems are jumping into the social media waters to market better patient care and attract patients. But as the Read more...
A new study shows that using a computer science technique to help determine the risk of death among heart attack patients yields more accurate results, and could save lives.
Researchers from MIT’s Computer Science and Artificial Intelligence Laboratory (CSAIL), the University of Michigan, Brigham and Women’s Hospital in Boston and Harvard Medical School developed the new technique. It searches for subtle indicators of risk hidden in a patient’s electrocardiograms (EKG), which measure and display electrical activity in the heart. Current methods of assessing the risk of death in patients who have suffered a heart attack generally succeed in predicting only a small percentage of subsequent fatalities.
Let’s be clear on the title of this post. The key word is “MIGHT.” I put it in all caps hoping everyone would notice. I plan to share some more details on some of the new Facebook features that have been released (or will be shortly) and how these could be used in healthcare including by pharma companies. However, I’m not quite saying to run out and leverage these features or do exactly what I will describe. It still has to make sense. I’ll talk more about that in the rest of the post.