Place d'Internet au sein de l'industrie pharmaceutique : chiffres clés (smartphones, médias sociaux...)Les contraintes réglementaires pour l'industrie pharmaceutique par rapport à ce médiaNouveaux usages du Web appliqués à la santé (patients, établissements, médecins, pharmaciens...)Le livre blanc du CNOM : bonnes pratiques et perspectives pour l'industrie pharmaceutique
I recently wrote about a historic day in opening doctor’s notes. Sherry Reynolds is a healthcare industry veteran who is also a patient advocate and she made a strong point on her twitter stream: “If # OpenNotes was a new drug that increased patient engagement by 85%, every doctor in the country would be prescribing it. She later added the question when leading hospitals such as Beth Israel Deaconess Medical Center open up their records for all patients (which they have done) and have demonstrably better outcomes, will it be malpractice not to. I made a similar point in Patient Engagement is the Blockbuster Drug of the Century. That is, it will become the new Standard of Care.
The newest full version of the Apple Mobile operating systems (iOS 6.0) was released September 19, 2012. Though this OS has a great deal of new features and enhancements, there are some features that are of particular interest to the pharma marketing world. This document describes these features and how they might be leveraged within either native apps or digital sales aids for the pharma industry.
App Level Enhancements
There are certain enhancements that can be used within apps (both Apple native apps and those third party apps purchased from the App Store). This section describes those enhancements.
TweetPharm is a free interactive infographic that tracks pharmaceutical companies' use of Twitter. This aggregator compiles the real-time Twitter information of pharma companies into an easy-to-read dashboard and interactive "visualizer." Pharma accounts are ranked by Intouch’s own algorithm, seen below as "Rank." Rank is calculated by factoring in number of followers, tweets and number of times an account is listed, plus various engagement data such as retweets and how many times the account has retweeted others.
Create “holy smokes” content Looking back at the presentations I attended, a theme appeared: it’s all about content. “We need to get back to what’s important as marketers. There’s only one key to success: creating amazing content,” said Jason Falls. “Your job as a communicator is to produce content that makes your audience go ‘holy smokes.’” He explained to the crowd that “holy smokes” content can elicit a variety of emotions, ranging from laughter to sadness and showed examples of each. The recent Oreo and AMC TheatresTwitter interaction is an example of humor.
C.C. Chapman echoed this sentiment when he said, “Let your passion shine through when creating content—no matter what the medium. Don’t chase the likes or shares.” Basic search tactics were also recommended, but the emphasis was on writing good content on topics of interest to you.
Spitz from @PixelsandPills interviews John Mangano, VP of ComScore at the eDTC Revolutions Conference in Washington, DC, September 13-14, 2012.
John discussed Todd Park’s “Open Data” initiative and its incredible potential for improving patient outcomes, the evolution of ComScore from a website analytics shop to an engagement consultancy powerhouse, and how mobile health has made the quantified self an imminent reality. John also describes how concerns about privacy and corporate transparency are mitigated through data aggregation and anonymizing individual information, and excitedly speculates about a future where all channels of communication roll into an integrated, measurable stream for the benefit of patients worldwide.
Authority- and influence-measuring tools like Klout, mPACT, TunkRank and PeerIndex are all the rage in social media, but they can be controversial.
Some marketers feel they are a convenient way to identify influentials with whom to engage. Others feel their proprietary algorithms are useless, reducing something as subjective as online influence to a simple number. The fact remains: We are humans, and we love rankings. And with almost 7,500 views, the popularity of Intouch’s TweetPharm is further proof of our love of easily quantifiable statistics.
Intouch introduced TweetPharm in 2010 as a fun and free way for the industry to track pharmaceutical companies' use of Twitter. TweetPharm aggregates real-time Twitter information of pharma companies into an easy-to-read dashboard and interactive "visualizer."
Facebook announced on Wednesday that some U.S. members would be able to have their posts or photos highlighted on their friends’ news feeds – for a fee. The social network said it would begin offering the “Promoted Posts” feature on a test basis to U.S. members with fewer than 5000 friends and subscribers.
“Every day, news feed delivers your posts to your friends. Sometimes a particular friend might not notice your post, especially if a lot of their friends have been posting recently and your story isn’t near the top of their feed,” Facebook said in an announcement posted Wednesday on its official blog.
“When you promote a post – whether it’s wedding photos, a garage sale, or big news – you bump it higher in news feed so your friends and subscribers are more likely to notice it.”
Facebook first announced the “Promoted Posts” feature in May, when it was rolled out as a test service in New Zealand. In the months that followed, it gradually introduced the feature in 20 additional countries, said Facebook software engineer Abhishek Doshi.
The current test price for U.S. members is $7, but Facebook said it is considering a variety of prices.
Bonne nouvelle: Google vient de lancer Google Tag Manager (GTM), un outil qui va vous permettre de gérer tous vos tags (balises) web et marketing depuis une interface web centralisée. Et comme une bonne nouvelle ne vient jamais seule, l’agence est fière de vous annoncer qu’Adviso a été accrédité “Spécialiste GTM” et fait partie de la première ronde d’approbation par Google. L’utilisation de Google Tag Manager est gratuite et dans sa version de lancement l’outil est compatible avec Google Analytics, AdWords, DoubleClick for Advertiser (DFA) et peut supporter d’autres solutions via des champs personnalisés.
The New York Times has a front page (at least online) story today about testing for Alzheimer's Dementia. The story follows a 61 year old woman who has started to forget things. She undergoes testing for Alzheimer's and the test is floridly positive: she has the early stages of Alzheimer's dementia.
The problem, as the article notes, is that treatments for Alzheimer's dementia are not effective. The test is about knowing for sure - period.
I'm interested to hear what other folks think about testing. We at GeriPal are obviously big proponents of estimating prognosis (see ePrognosis), but testing for Alzheimer's strikes me as both similar and different at the same time.
Boehringer Ingelheim, among the droves of drug developers developing new hepatitis C drugs, has released a U.S. website with information and resources for patients with the liver-damaging disease and physicians.
These 10 pharmaceutical and healthcare digital media folks are some of the thought leaders on emerging trends and ongoing issues in the industry from how to engage patients using social media to questions on ROI and regulatory concerns.
Craig DeLarge (@cadelarge) is the U.S. leader for multichannel marketing and customer business line support at Merck.
Johnathan Reid (@FarmerFunster) is a senior commercial IT project manager at Abbott Laboratories and offers useful insights on social media in the pharmaceutical realm.
Joan Mikardos (jmikardos) leads the U.S. arm of Sanofi’s Center of Digital Excellence that oversees the company’s digital and social media marketing strategies.
Rich Meyer (@richmeyer) is a healthcare marketer who runs the blog DTC Marketing that covers social media in healthcare and pharma.
John Pugh (@JohnPugh) is the global digital director at Boehringer Ingelheim.
Shwen Gwee (@Shwen) is vice president of digital health at Edelman. He also runs the PharmFresh. TV website with videos highlighting social media for pharma and healthcare.
John Mack (@pharmaguy) publishes Pharma Marketing News and its blog.
Christiane True (@ChristianeTrue) is the content director at UBM Canon Pharmaceutical Media Group.
Marc Monseau (@MDMonseau) launched MDM Communications following 14 years as head of corporate communications for social media at Johnson & Johnson.
Steve Woodruff (@swoodruff) heads up Impactiviti (@impactiviti), which claims to be the eHarmony of pharma sales training, digital technology and marketing.
Ces vingt dernières années ont vu le développement de techniques et d’outils informatiques qui permettent d’automatiser la collecte et la mise en forme de données, en particulier celles provenant d’internet. Plus puissantes et plus faciles d’accès, ils sont aussi de plus en plus utilisés dans de nombreuses professions. Leur diffusion intéresse donc les chercheurs en sciences sociales, à la fois parce qu’elles permettent de collecter rapidement des informations sur divers aspects du monde social, mais aussi parce qu’elle conteste un peu plus leur monopole dans la production de données quantitatives. On se propose ici de réaliser un rapide tour d’horizon sur cette question qui souligne le potentiel, et évoque certains enjeux, du recours croissant à ces méthodes pour nos disciplines. (...) - Par Alexandre Hobeika et Étienne Ollion via Pierre Merklé sur Quanti, 3 octobre 2012
Auteur du livre récemment paru, « Storytelling et contenu de marque : la puissance du langage à l’ère numérique », Jeanne Bordeau, présidente de l’Institut de la qualité de l’Expression, m’a aimablement sollicité pour recueillir mon point de vue... Voici l’interview telle que vous pouvez la retrouver dans cet ouvrage paru aux éditions Ellipses, aux côtés d’autres témoignages et points de vues croisés d’experts de la communication et des médias comme Christophe Barbier, directeur de la rédaction de L’Express, Marco Tinelli, président et fondateur de FullSIX, Michael Aidan, directeur général monde de la marque Evian chez Danone, Jean-Watin Augouard, rédacteur en chef de la Revue des marques et Jacques Kluger, directeur général du groupe Mediabrands.
Question : Les stratégies de communication actuelles de la pharma sont elles en adéquation avec les réalités de l'industrie pharmaceutique, ou bien y a-t-il un ou plusieurs hiatus? Où se situe(ent)-t-il(s)?
What People Equate with the Word "PHARMA"
What comes to mind when you hear the word, "pharma"?
The question was posed by my colleage @BunnyEllerin last weekend to a roomful of patients, healthcare providers, health IT, and other health stakeholders. She was brave to ask. The answers – especially to those of us who work within the pharma industry -- were larger than life. Unhesitant. Visceral. Heavy with opinion and emotion.
Now that shopping online and using mobile devices such as telephones and tablets is a widespread phenomenon does this herald the demise of retail chains as we know them today? Overall, retail players seem to have grasped the importance of the Internet and mobile technologies and more and more of them are embarking on multi-channel strategies which make parallel use of all means of communicating and selling. However PwC US and Kantar Retail, which have just published their Retailing 2020 report, expect to see even more radical change by 2020 in the United States. According to these consultants, the retail industry should be moving towards even greater segmentation, which should lead to more successful online brands and the disappearance of huge store complexes in favour of multiple niche boutiques serving specific needs. This will mean fewer mass market brands and a proliferation of smaller city outlets where the brand is not rigidly defined by a bricks-and-mortar or digital format. The report warns that national consumption patterns are about to become widely polarised. Meanwhile the rise of the middle class consumer in emerging countries will drive demand for a ‘global retailing’ approach that requires retailers to be able to respond to local needs everywhere.
This is the world's first tracking study examining the impact of health Web and social media content on awareness, intent and behavior.
Below is sample real-time data we are currently collecting from study participants. As active digital health consumers encounter health content on the Web or via social media, we capture information about their perceptions (credibility, sentiment) and intended behaviors based on what they consume. For example, if someone reads a Tweet urging them to consider the Atkins diet, they immediately receive a query about whether they intend to change their diet and exercise habits based on this information.
Questions are asked throughout the study to help us understand the relative impact of different media and messages on perceptions, attitudes and intentions.
The data below focuses on how study participants perceive content they are reading across the Web and on social media. They are asked to rate content using a scale from 1 (low credibility) to 5 (high credibility). Average scores for content across the 37 health topics we are tracking appear below.
Le recrutement des patients objet d'enjeux croissants pour les entreprises du médicaments, en plus des agences dédiées du type http://www.recruitpatients.com/ ou des canaux plus classiques des hôpitaux (http://clinicaltrials.mayo.edu/) on trouve donc désormais des outils comme ce service de matching.
Why should I be interested in clinical trials?Your goal is to find the best treatment available whenever you make a treatment decision. There may be a good standard of care for you – care that experts believe is appropriate for your specific diagnosis and treatment history. However, sometimes the current standard of care is not as effective as you and the doctor would like. Sometimes the standard of care works for a while, but then stops working. Sometimes there is no standard of care for your situation. At these times, participation in a clinical trial may be the best available option for you. Our service helps you understand your options today and to stay informed about all your choices.
In Part 1 of our series we introduced the idea of a minimalistic private social network for doctors and pharma sales representatives.
In Part 2 of the series, we look closer at private social networking for pharma sales by examining the alternatives, the strategic groups and why and when reps trade up or down for a face-to-face meeting.
Pharmas are like most companies: They define their industry similarly, focusing on being the best. Look at accepted strategic groups of doctors and market segments e.g. oncology Focus on the same buyer groups – e.g influencers (doctors and thought leaders) Define the scope of products similarly e.g. oncology therapeutics, supportive care and in-vitro diagnostics. Accept the functional/emotional orientation of their buyers e.g. high-tech oncologists and low-tech general practitioners Focus on the same point in time and current competitive threats in formulating strategy; e.g. Polish and Swedish regulation prohibiting visits to doctors during business hours.