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Update: In 2015, interesting digital health collaborations on tap for pharma

Update: In 2015, interesting digital health collaborations on tap for pharma | la santé "digitale" | Scoop.it

A report published earlier this year illustrated the number of apps pharmaceutical companies produces and the conditions for which they have developed them. The apps are frequently designed to improve health literacy and motivate patients to take their medication to improve adherence, especially around chronic conditions.


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Alexandre Gultzgoff's curator insight, December 22, 2014 3:24 AM

patient engagement not in Sanofi's culture? let's change it at our level...

Bettina Gifford's curator insight, December 22, 2014 2:03 PM

Which pharma company is most digitally active? 

malek's comment, December 24, 2014 7:38 PM
Digitally enabled healthcare is here, and most pharmaceutical companies aren’t ready. bit.ly/1B75t8O
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Facebook and pharma in 2014

Facebook and pharma in 2014 | la santé "digitale" | Scoop.it

 

Many of these are successful in engaging their audience, considering that there are several likes and shares on each post, as well as some being commented on (especially if they are topical, like Ebola). More robust engagement comes in the form of competitions, such as BI's asthma photography contest. This gets people involved in creating content as well as raising awareness of a therapy area without being promotional and involving product names.

 

Figure 3. BI's photography competition serves as the cover image and connects an Instagram campaign to their Facebook page. 

Going one step further, J&J not only asks general questions to the fans of the page, but is also involved in the follow-up discussions. Having personal responses from the company is of high value to the customers, and the dialogue helps build reputation. Note that the key to avoiding regulatory issues is to ask something that is not likely to lead to any mention of products or adverse events.

 

Figure 4. J&J gets involved in the conversation about Halloween.


Regulations within the industry mean that comments may be removed and most pharmaceutical firms on Facebook have disclaimers on their pages stating that this may be a result of referencing drugs or their effects. This is made most clear by having a different visible tab on the page labelled 'Community Guidelines' or 'Comment Missing?' as done on the pages of J&J, Pfizer, and Novartis. Having an easy-to-understand and friendly section on these terms helps alleviate any customer frustration.


 

Figure 5. The information page for consumers on the Pfizer page is clear and friendly about the company's comment policy.


The importance of engagement

This is just a small glimpse into how pharmaceutical companies are using Facebook in their messaging to the public. Although the medium may seem constraining, there is still room for creativity in providing compelling information while remaining compliant. The easiest way to promote participation and interaction with the company is through contests, quizzes, conversations about daily life, games and other activities that go beyond the 'like'.

As mentioned earlier, Facebook has allowed users to not only chat with their friends, but also with companies. However, the ultimate goal should be that these companies become friends through open dialogue with their consumers and transparency regarding their regulatory situation, in order to gain the trust and support of the people they serve.

About the author:

Stefan Marcus is research strategist with Creation Healthcare, the engagement strategy consultancy to the global healthcare industry with a special interest in the digital behaviours of health stakeholders.


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Birgit Bauer's curator insight, December 17, 2014 3:20 AM

Interesting Insights ... 

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5 Reasons Why Social Media is Good for Pre-Meds

5 Reasons Why Social Media is Good for Pre-Meds | la santé "digitale" | Scoop.it

After allowing The Biopsy public exposure and starting a Twitter account for it, I learned one important thing – I wish had done so sooner. The digital age of medicine is upon us and shaping a beneficial online presence is going to be one of the most critical activities a physician can undertake. Physicians, whether they like it or not, will have a de facto online presence due to doctor rating websites. As Dr. Vartabedian so aptly said, “Google is the new CV.”

So what can you, the budding premed, do to grapple with the ever-expanding digital domain? Instead of deleting your social media presence online in a mad rush to cover your tracks during the application season, you could use social media to your advantage. Danielle Jones, at Mind On Medicine, has covered this question in regards to residency interviews, but the concept is applicable to premeds as well. By cultivating a meaningful social media presence, you can impress medical schools and create another substantive activity on your résumé. Here are five reasons why I think every premed should have an online persona:

You learn new ideas fast

Ideas move at the speed of the Twitterverse, which may or may not be faster than the speed of light. Once you’ve connected with other people, your Twitterfeed gets flooded with good ideas, on which you can build new concepts, contrast existing ones, and reflect on your opinions.

Once I started my Twitter account and followed notable movers-and-shakers in the online medical sphere (@AAMCtoday, @drmikesevilla, @kevinmd, just to name a few), I kept receiving more tweets than I knew what to do with. By plugging into this network you’ll start hearing the rumbling of new concepts – concepts that could change medicine’s future – well before anyone else does.

It creates dialogue

Dialogue is part and parcel of an online media presence. If you want to be heard you need to speak up, in 140 characters that is. Twitter is teeming with users debating new ideas that may be applicable to you. Get in on that! Medicine is all about communication so it seems fitting that the internet be a medium of such communication. When you’re debating or agreeing with someone on Facebook Twitter, or your blog, you’ll be participating in valuable dialogue that’s beneficial for all parties.

It helps develop your bearings in medicine

What are you most interested in? Emergency medicine? Medical education? Health information technologies? Have no idea at all? Well that’s okay too. By monitoring Twitter debates, following other medical personas, or reading responses to your blog posts, you’ll get a better picture of what you’re interested in and what you may or may not have a semblance of expertise in. Why is that important? By honing in on what you’re curious about, you’ll develop a stronger sense of what your interests are. That will make your premed path much easier and more focused.

Let’s say Billy is a premed who likes primary care and computers. When he was 14, Billy built his own computer and coded his own applications. In college, Billy started an online persona and found himself contributing to debates in primary care and computers. Reading the responses in both arenas, he found himself drawn towards #HIT (Health Information Technology) more so than #FMRevolution (Family Medicine Revolution) tweets on Twitter. Because of this, Billy went on to develop meaningful opinions about electronic health records and even coded his own health-related mobile app. Billy now has something awesome to put on his medical school application.

Don’t worry if you don’t find your bearings quickly. I’ve been at it for a short while now and I’m still interested in everything! Sooner or later, though, I assume everyone will find their niche.

You’ll mature more quickly

Medical schools are highly concerned with recruiting mature individuals. Once you’ve amassed a modest following on the internet, you’re sure to find people who challenge your ideas. I was initially afraid of this, but it actually is a good thing. You’ll be forced to reflect on your ideas, sometimes even modify them, but don’t think of this as somehow reflecting poorly on you. We premeds are still young and our perspectives are still developing. By exposing your ideas to the public, you’ll be, in a sense, smelting them into stronger convictions indicative of maturation.

In response to the feedback you receive on your thoughts, you’ll become more wary of what you publish on the blogosphere or Twitterverse. Dr. Vertabedian posted an interesting piece on online physician image and its juxtaposition with the traditional clean-cut physician image. Online, we are who we fashion ourselves to be. Thus, if you’re interested in maintaining a professional online persona, you’ll start thinking more professionally. The posts you develop will be more thought out and nuanced. In medicine, physicians always have to be deliberate and cautious with the words they use. By developing a professional online persona, you’ll already have practice in that art, which puts you one step ahead of the competition.

You can easily contribute meaningfully

Unlike research, which takes months, if not years, to come up with valuable results, social media runs on instant gratification. You can contribute meaningfully through various platforms and have instant feedback on how you’re doing. During research conferences, where you need to be someone to be heard, all you need in Twitter is a handle to start sharing ideas. That’s your ticket to jumping in on dialogue and contributing your opinions to the masses. What other avenue is so easily accessible in medicine?

Of course, this is all assuming you’re not an inflammatory individual who tries to provoke incendiary comments. Rational and calm debate is the best way to get ideas across. Furthermore, it’s important that you maintain HIPAA compliance by changing names, genders, locations, or any other kind of identifying information. If you follow these rules, you’re golden.

 


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jennyfromtheblock's curator insight, March 12, 8:57 PM

This is written specific to pre-meds, but I feel that many of these points could transfer to art ed or other fields.

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Pharma Marketing Blog: FDA Says It Will Not Regulate Low-Risk Mobile Health Apps as Medical Devices

Pharma Marketing Blog: FDA Says It Will Not Regulate Low-Risk Mobile Health Apps as Medical Devices | la santé "digitale" | Scoop.it

"CDRH [FDA's Center for Devices and Radiological Health] does not intend to examine low risk general wellness products to determine whether they are devices within the meaning of the FD&C Act," says a new guidance posted today on the FDA website ("General Wellness: Policy for Low Risk Devices. Draft Guidance for Industry and Food and Drug Administration Staff").


Note: There is no "2." in the algorithm, but I assume it's the last paragraph. In any case, the examples cited by the FDA may better illustrate FDA's thinking. Three out of 4 of these examples involve mobile apps:

Illustrative Example 1: A mobile application plays music to “soothe and relax” an individual and to “manage stress.”


These claims relate only to relaxation or stress management, not to any disease or medical condition, and thus are general wellness claims. In addition, the technology to play music does not present inherent risks to a user’s safety. Therefore, this product meets both criteria for a low risk general wellness product. 

 

More examples...



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Pharma Guy's curator insight, January 17, 8:42 AM


CDRH’s general wellness policy does not extend to devices that present inherent risks to a user’s safety.


Whether a device is low risk for purposes of this guidance is determined by whether or not the product:

  1. is invasive;

  2. involves an intervention or technology that may pose a risk to a user’s safety if device

    controls are not applied, such as risks from lasers, radiation exposure, or implants;

  3. raises novel questions of usability; or

  4. raises questions of biocompatibility.


If the answer to any of these questions is yes, the device is not a low risk general wellness product and is not covered by this guidance. 


Some see a future battle on what is & isn't low-risk. "If it's up to companies everything will be low-risk," said Moira Gunn (@biotechnation) on Twitter.

Joel Finkle's curator insight, January 19, 9:43 AM

FDA clarifies what apps don't require review: Stress management, activity and food tracking, as examples.

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Santé connectée: dmd Santé dévoile ses "applications de l'année" dans 18 catégories

Santé connectée: dmd Santé dévoile ses "applications de l'année" dans 18 catégories | la santé "digitale" | Scoop.it
Premier site français d’information en continu sur les technologies de l’information et de la communication (TIC, NTIC) dans la santé - TIC santé

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Prix Club Digital Santé : A vos votes ! - Club Digital Santé

Prix Club Digital Santé : A vos votes ! - Club Digital Santé | la santé "digitale" | Scoop.it
Prix Club Digital Santé : A vos votes !

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IMS HEALTH LANCE APPSCRIPT, UNE CARTOGRAPHIE DES 125.000 APLIS SANTÉ

IMS HEALTH LANCE APPSCRIPT, UNE CARTOGRAPHIE DES 125.000 APLIS SANTÉ | la santé "digitale" | Scoop.it
IMS HEALTH LANCE APPSCRIPT, UNE CARTOGRAPHIE DES 125.000 APLLIS SANTÉ

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Jerome Leleu's curator insight, December 17, 2014 2:31 AM

ajouter votre aperçu ...

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Blog Jake | 4 Questions à Lionel REICHARDT, le Pharmageek #hcsmeufr

Blog Jake | 4 Questions à Lionel REICHARDT, le Pharmageek #hcsmeufr | la santé "digitale" | Scoop.it

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Which health websites can you trust?

Which health websites can you trust? | la santé "digitale" | Scoop.it
Ann Robinson: With online health advice ranging from the helpful to the hysterical, where should you turn when illness strikes? Health experts share the websites they recommend

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La E-santé est déjà une réalité, à nous d'en faire une chance ! #hcsmeufr #fsp14 - PHARMAGEEK

La E-santé est déjà une réalité, à nous d'en faire une chance ! #hcsmeufr #fsp14 - PHARMAGEEK | la santé "digitale" | Scoop.it
La E-santé est déjà une réalité, à nous d'en faire une chance ! #hcsmeufr

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Campagne digitale en faveur du dépistage du Sida par Janssen

Campagne digitale en faveur du dépistage du Sida par Janssen | la santé "digitale" | Scoop.it
A l’occasion de la Journée Mondiale de lutte contre le Sida le 1er décembre 2014, le laboratoire Janssen lance une nouvelle campagne virale en partenariat avec Sida Info Service : Clic’n test. Découverte.

Pour favoriser le dépistage du sida, notamment auprès des jeunes, le laboratoire Janssen lance une nouvelle campagne virale, ludique et participative en partenariat avec Sida Info Service : Clic’n test, « pour que le dépistage se propage plus vite que le sida ».

Déployée à l’occasion de la Journée Mondiale de lutte contre le Sida le 1er décembre 2014, cette opération a pour objectif de sensibiliser et responsabiliser le grand public au dépistage en proposant de devenir le messager du « geste qui sauve ». Pour contribuer à cette sensibilisation, un compteur symbolique est mis en place, comptabilisant les personnes qui déclarent s’être faites dépister (sur la base du volontariat) ou qui s’y engage.

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L'approche mobile first au service du patient mobinaute #monpso cc @thierry_pires #hcsmeufr

L'approche mobile first au service du patient mobinaute  #monpso cc @thierry_pires #hcsmeufr | la santé "digitale" | Scoop.it
Découvrez QualityCareTM de LEO PHARMA : un site d’information complété de l’appli MonPso pour aider les patients à prendre le contrôle de leur psoriasis

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CONFERENCE DE PRESSE LANCEMENT MonPSO et QualityCare - Léo Pharma

#MonPso - en tweets & pics - le 8 décembre 2014

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Pharma Marketing Blog: Patient Engagement: Who's the Engager & Who's the Engagee? #Pharma or Patient?

Pharma Marketing Blog: Patient Engagement: Who's the Engager & Who's the Engagee? #Pharma or Patient? | la santé "digitale" | Scoop.it

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Drug companies are struggling to find ways to legally engage with consumers on social media

Drug companies are struggling to find ways to legally engage with consumers on social media | la santé "digitale" | Scoop.it
Online comments from patients can draw unlawful responses from drug companies

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How Digital is Revolutionizing Hospital Marketing Strategies

How Digital is Revolutionizing Hospital Marketing Strategies | la santé "digitale" | Scoop.it
Digital marketing is revolutionizing hospital marketing strategies, representing a sea change in the way healthcare providers reach patients.

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Patients et soignants sont accros aux «serious games» - Le Matin Online

Patients et soignants sont accros aux «serious games» - Le Matin Online | la santé "digitale" | Scoop.it
En mettant en scène des situations médicales, ces jeux vidéo permettent aux patients comme au personnel de santé d’appréhender, de façon ludique mais néanmoins sérieuse, différentes maladies.

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L'allemand Merck teste le médicament connecté pour deux de ses ... - L'Usine Digitale

L'allemand Merck teste le médicament connecté pour deux de ses ... - L'Usine Digitale | la santé "digitale" | Scoop.it
Le laboratoire pharmaceutique allemand propose en France deux de ses médicaments avec un dispositif d’injection connecté à une plate-forme web. Un modèle dont il espère prouver les bénéfices thérapeutiques.
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Merck Serono lance deux dispositifs connectés pour un meilleur suivi du patient

Merck Serono lance deux dispositifs connectés pour un meilleur suivi du patient | la santé "digitale" | Scoop.it
Le laboratoire Merck Serono, pionnier dans la médecine connectée, lance deux solutions connectés pour accompagner les patients dans le suivi de leur pathologie. Présentation. Dans une démarche d’in...

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Peek Retina : quand le smartphone se change en ophtalmo

Peek Retina : quand le smartphone se change en ophtalmo | la santé "digitale" | Scoop.it
Un dispositif développé par la société Peek Vision permet de transformer les smartphones en véritables appareils d'examen ophtalmologique. Un outil qui pourrait s'avérer très utile dans les pays...

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Social Media Monitoring and Engagement in Pharma | InTouchMD

Social Media Monitoring and Engagement in Pharma | InTouchMD | la santé "digitale" | Scoop.it
Social Media Monitoring and Engagement in the Pharma Industry

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SOCIAL MEDIA MONITORING.. #PHARMA, TU NE POURRAS PLUS FAIRE SANS ! #hcsmeufr

SOCIAL MEDIA MONITORING..PHARMA, TU NE POURRAS PLUS FAIRE SANS ! Mon sujet de thèse que je passe le 17 décembre.. 75% des internautes qui cherchent de l'info...

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Digital Pharma Directory - campaigns | Pharmafile

Digital Pharma Directory - campaigns | Pharmafile | la santé "digitale" | Scoop.it
Psorinfo

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Pharmawar - teasing du serious game du LEEM sur les métiers des entreprises du médicament

Pharmawar - teasing du serious game du LEEM sur les métiers des entreprises du médicament | la santé "digitale" | Scoop.it
Pharma War - Serious Game - teasing par LeemFrance...

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Pharma Goes Digital

Pharma Goes Digital | la santé "digitale" | Scoop.it
Technology transforms health care. Digital solutions are the future of medical landscapes. The pharmaceutical industry keeps pace with innovation and technology.

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