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Rescooped by lionelreichardt from PHARMA GEEK onto PHARMA MULTI-CHANNEL MARKETING by PHARMAGEEK |
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I saw this Content Lifecycle infographic at the digitalNow conference and loved it. Your association's online community should have an editorial calendar. What goes into that editorial calendar should be determined by a content strategy. Your content strategy should be periodically updated in a process like the one identified in this content lifecycle infographic.
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The Digitally Sick team discuss the question: Does pharma need an injection of external talent to speed up the adoption of digital technologies and sharpen their digital strategy?
The pod chats with guest Alex Clarke from Sanofi about what this talent would be, what they would do and how this would improve pharma digital.
We also discuss the pharma agency landscape and ask if this needs a reboot. Via Alex Butler Delete the scoop?
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RT @andrewspong In 2012 40% of 600 respondent #patient groups believed the reputation of #pharma declined worldwide http://t.co/LkvQBjZlkj Via Lionel Reichardt / le Pharmageek 
hugh mcclung's curator insight,
May 29, 6:41 AM
This survey is not very good for Pharma.
"In 2012, 40% of 600 respondent patient groups believed that the corporate reputation of pharma had declined worldwide"
Digital is global and touhes everyone. One way for Pharma to reverse its bad reputation is to move away from promotion of its products and engage the patient and consumer digitally in ways to improve their health. Delete the scoop?
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A strong advocate for including digital literacy in medical education, self-described “geek medical futurist” Bertalan Meskó, MD, PhD, believes that online communication tools, such as social media, can improve the way medicine is practiced and health care is delivered. Via Marie Ennis-O'Connor, Giovanna Marsico, Lionel Reichardt / le Pharmageek
hugh mcclung's curator insight,
May 30, 10:09 PM
"Being a medical professional means we constantly have to communicate with patients, our peers and even with information. Since social media is now an integrated part of communication, medical professionals must deal with this as well. [It's] the responsibility of doctors to deal with e-patients properly and use the Internet in a meaningful and efficient way.
It is getting more complicated to keep ourselves up-to-date and get medical answers when we have really hard questions, but social media can be useful if used with strategy and design. This is why we have to teach how to properly use these tools."
Even though this is directed at doctors the message is clear for Pharma. Embrace social media and on line communication when dealing the doctors and patients Delete the scoop?
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50(a) milliards d’euros C’est le chiffre d’affaires des 4 médicaments parmi les 10 les plus vendus qui perdent leur brevet en 2012. La « fal... Via Pharmacomptoir / Corinne Thuderoz, Lionel Reichardt / le Pharmageek Delete the scoop?
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As the drug industry gets ready to invest more money into digital marketing to cut costs and increase efficiencies they have a lot of tactic available to them. Digital marketing, today, isn't just... Via hugh mcclung, Lionel Reichardt / le Pharmageek
hugh mcclung's curator insight,
May 12, 8:38 PM
Cegedim that in the US, spending on e-detailing, e-mailing and Webinar /Webcast type promotion was up 65% over 2011. Not surprising since 10% of pharma sales forces have been laid off here in the US. While the idea of eDetailing sound like a great way to reach physicians they have to consider when physicians are available for eDetailing and move beyond a canned pitch. In addition research has shown that physicians are relying more on mobile apps for prescribing information. Delete the scoop?
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By Bryan Vartabedian, MD I recently co-organized Millennial Medicine, an international meeting on the future of medical education. The meeting, the speakers and the comraderie was amazing. But wh... Via Philippe Marchal/Pharma Hub, Lionel Reichardt / le Pharmageek Delete the scoop?
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Comme lécoute du marché et des conversations des patients ainsi que des parties prenantes des professionnels de la santé permet de créer de la... Via Pharmacomptoir / Corinne Thuderoz, Lionel Reichardt / le Pharmageek Delete the scoop?
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There is a lot of data available about how physicians perceive and use digital technologies. Yet, less is known about how their perceptions and use patterns compare to other health providers. In addition, there is very little research on how things change when providers are passively observed utilizing the Web to research and consume medical information.
This infographic features research from a stand-alone digiheatlh pulse study conducted between late 2011 and early 2012. It explores the differences and similarities between what providers recall versus the reality of their online experiences. This infographic was published in Summer 2012. Via Sven Awege, Lionel Reichardt / le Pharmageek 
Sven Awege's curator insight,
May 15, 12:54 PM
Good infographic by Fard Johnmar. Nice to look at this type of visual to trigger thinking. Clearly you need to go and do your own homework about your specific target audience, how and where they consume (context) and what mix of channels might be appropriate. Delete the scoop?
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Accenture Eight-Country Survey of Doctors Shows Significant Increase in Healthcare IT Usage Via HaBIc, Lionel Reichardt / le Pharmageek 
HaBIc's curator insight,
May 15, 7:37 AM
Spain is leading... http://www.accenture.com/au-en/Pages/insight-digital-doctor-is-in.aspx
hugh mcclung's curator insight,
May 15, 9:37 PM
An Accenture survey among 3,700 doctors in eight countries reveals that today’s doctors are going digital—now more than ever before. In fact, the recent Accenture Doctors Survey showed a spike in healthcare IT usage across all countries surveyed (Australia, Canada, England, France, Germany, Singapore, Spain and the United States). A digital platform is the best way to reach doctors 
rob halkes's curator insight,
May 16, 1:54 AM
New proof of development into the desired direction..? ;-) Delete the scoop?
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Following up the presentation of our project with a pharma company in the Netherlands on how Pharma can enhance its impact and reduce costs of marketing, we present our chalkboard sketch to construe a new commercial model for a pharmaceutical market approach: An approach that would guide the decision makers in the company to construe the right set of activities to focus on accounts with the best chances of success, engage with its decision makers on drug prescription effectively and provide added value to their medicines so as to help care providers to help their patients better. The model starts with the acknowledgement that there is not one right way for approaching all different markets to pharma with a standard approach. Preference schemes for drug selection, local protocols, reimbursement schemes, actual health care systems’ conditions, drug prices, different stakeholders and the very portfolio of the company, can only lead to the conclusion that differentiation should be the name of the game. (see here). The model needs to accommodate for these different conditions. Via rob halkes, Lionel Reichardt / le Pharmageek Delete the scoop?
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How doctors prefer to engage with pharma part two - Articles In the second part of this new series, an oncologist, referred to as Doctor B, tells pharmaphorum's Rebecca Aris how he prefers to engage with the pharma industry and how this engagement... Via Ricard Robledo, Nikos Papaioannou, Lionel Reichardt / le Pharmageek
hugh mcclung's curator insight,
May 15, 9:24 PM
The last Q&A:
RA: If you could completely redesign the way that doctors and the pharma industry interact what would this look like? DB: I think we should all be under one umbrella. Somehow there should be a gold umbrella covering industry, doctors and the users of pharmaceutical products.
The best one umbrella is one clincial platform, call e detailiing. One good defination
Use targeted self- guided e detailing, to quickly give technology smart doctors, at their convenience, creditable, accurate and value added drug, point of care and CME information and order sample opportunities with a strong focus on multi- media “ fully integrated solution
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Merck targets docs with revamped UK website and healthcare apps Via hugh mcclung, Lionel Reichardt / le Pharmageek
hugh mcclung's curator insight,
May 15, 10:22 PM
Summary:
For the U.K. version of Univadis, physicians get free access to a library of medical apps for their work in 50 specialty areas. The company joins other global pharma companies such as Sanofi, Roche )/Genentech and others to offer apps with physicians in mind. The apps benefit from the wide use of Internet-connected devices in medicine. As MSD noted from a 2011 study, 87% of healthcare pros in the U.K. believe that the Internet serves an important role on a daily basis. There are about 400 mobile apps in the Pharma industry Delete the scoop?
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A recent survey by Deloitte found that 43 percent of doctors use smartphones or tablets for clinical purposes, which the firm suggested included EHR access, e-prescribing, and physician-to-physician communication. Via Olivier Delannoy, Lionel Reichardt / le Pharmageek 
Antoine POIGNANT, MD's curator insight,
May 16, 12:04 PM
Presque un médecin sur deux... Budget digital moyen < 10 % au maximum !!! Un bel avenir pour http://www.meditailing.com ;-)
hugh mcclung's curator insight,
May 16, 8:54 PM
And 63% of doctor use mobile for medical reference. The conclusion is that Pharma's need to interact with doctor via mobile devices Delete the scoop?
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Based on the analysis of eight Internet sites in France, this article aims firstly to underline the extreme heterogeneity of the health information provided online. Delete the scoop?
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87% of Oncologists Consider ‘Real World’ Evidence when Recommending Treatment http://t.co/NUPLCOcY77 #RWE #e4p #RWD #Oncology Via Lionel Reichardt / le Pharmageek Delete the scoop?
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Email has the potential to deliver a strong ROI for marketers, though the precise response rates depend on a number of factors including the subject line, type of offers and the time of day the email is sent. Via Olivier Delannoy, Lionel Reichardt / le Pharmageek Delete the scoop?
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Having to endure an encounter with another dreary batch of lifeless communications about 'multi-channel marketing', 'patient strategies', and 'market access' isn't the way that anyone working in th... Via Lionel Reichardt / le Pharmageek Delete the scoop?
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While Pfizer leads in followers, Sanofi US leads the way # of tweets and Novartis leads in engagement on TwitterIt is quite an obvious fact that Twitter has become a very important tool for pharmac... Via Thierry Le Magny, Lionel Reichardt / le Pharmageek Delete the scoop?
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Présentation faite en collaboration des équipes de Lexis Nexis et d'Interaction-Healthcare Via Lionel Reichardt / le Pharmageek Delete the scoop?
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The prescription drug cost curve is bending…for the time being. Spending on medicines fell by 3.5% in 2012 and will continue to fall below overall health spending over the next five years to 2017. But different from general health spending, there’s a new game in town called specialty medicines, and they cost a whole lot more than the generics and the aging brands that bent the cost curve in 2012.
Via Richard Meyer, Lionel Reichardt / le Pharmageek Delete the scoop?
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To understand why parents balk at routine vaccinations for their kids, London-based drug giant GlaxoSmithKline undertook a project to mine parent websites with text analytics software from an MIT spinoff. As reported by the Wall Street Journal, the project has led the drugmaker to reconsider how it helps physicians communicate with parents about inoculating their children. Via Dominique Godefroy, Lionel Reichardt / le Pharmageek Delete the scoop?
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For years, many mobile insiders proclaimed “201_” is the year of mobile. While I can’t say when/if it actually happened, 2013 is defin Via Philippe Marchal/Pharma Hub, Lionel Reichardt / le Pharmageek Delete the scoop?
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FirstWord Pharma - Gain Access to the Information You Need Track the Companies, Via Richard Meyer, hugh mcclung, Lionel Reichardt / le Pharmageek
hugh mcclung's curator insight,
May 14, 9:12 PM
The question for a Pharma? How do you effectively market new products. The answer: Use e delailing which ideal platform to provide accurate, reliable information to doctors Delete the scoop?
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A new report shows that healthcare communications professionals prefer YouTube over Twitter, Facebook and LinkedIn.
According to the study, conducted by Ideahaus and published in the current issue of the Journal of Communication in Healthcare, professionals within the healthcare space are rapidly shaping best practices for marketing communications, despite the lack of FDA guidance in the use of social media in healthcare.
The study measured the attitude of 107 healthcare, pharmaceutical and life sciences executives on the use of social media, according to a May 15 news release. Survey respondents hold positions from CEO to CIO, from marketing director to brand manager, are active in their positions and serve primarily in the United States. “The results are surprising, especially given the historically conservative nature of the healthcare marketing community,” the news release said.
The survey focused on those who are tasked with the development, creation and delivery of brand and product information to target audiences. When asked about whether marketers should be permitted to use social media to promote their products and services to the public, most were positive. The mix of media (i.e. YouTube, Flickr, Twitter etc.) appears to be as important as the message.
The data indicates healthcare communications professionals are most reticent to adopt Twitter, a mainstream corporate communications tool. YouTube's acceptability was pervasive, in fact twice that of Flickr or Twitter. The study also flushed out a number of perceived risks of embracing social media marketing in healthcare communications.
Intuitively, Twitter would have seemed to be the most likely adopted marketing tool based on its 140-character limit: no photos, few words, simple messages and clean delivery. But this is not the case for surveyed healthcare communications professionals, researchers said. Via Parag Vora, Lionel Reichardt / le Pharmageek Delete the scoop?
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rob halkes's curator insight,
May 17, 2:03 AM
It is from Kantar health - so expect some commercial promotion as well, but there are interesting findings and opinions to see.. ;-) Delete the scoop?
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