PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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Top 10 de la pharma mondiale (2) : une année de consolidation en demi-teinte

From pharmanalyses.fr

Six des dix leaders de l’industrie pharmaceutique mondiale ont enregistré un chiffre d’affaires supérieur à 30 milliards de dollars (27,27 milliards d’euros) en 2016. Au total, le top 10 de l’indus…
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Le marché français du médicament en petite forme #hcsmeufr

From www.lefigaro.fr

La baisse des prix pénalise les officines alors que les ventes aux hôpitaux restent dynamiques.
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Comment allier GDPR, Big Data, Intelligence artificielle et IoT ? #hcsmeufr

From www.economiematin.fr

Avec l’explosion de l’IoT, du Big Data et de l’intelligence artificielle, les entreprises doivent disposer de plateformes pour exploiter leurs données conformémen
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Y a-t-il un problème avec la pharmacovigilance à la française ? #hcsmeufr #BigData

From www.lemonde.fr

Pour l’hépato-gastro-entérologe David Zeitoun, une « surveillance molle » des effets secondaires des médicaments n’est pas acceptable : il faut s’appuyer résolument sur le big data.
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The Top 7 Pharma Social Media Best Practices of 2017 | Klick Health

From www.klick.com

Your pharma social media heroes (#psmh) Brad and Spitz recently shared top line insights from this year’s “Best Practices” landscape analysis a
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Médicaments : la Chine devient deuxième consommateur mondial

From www.lefigaro.fr

La Chine dépasse le Japon et devient numéro deux derrière les États-Unis pour la consommation de médicaments prescrits. Le marché mondial a dépassé 1000 milliards de dollars en 2016.
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Pharma Must Embrace Its Social Media Role

From www.pharmexec.com

The absence of pharma brands on social media creates a significant void of reputable healthcare information to aid patients, writes Dawn Lacallade, LiveWorld.

Social media permeates virtually every aspect of a person’s digital life. Patients are using social media as a major source of information and an integral part of their healthcare research journey. It is therefore imperative that pharma companies be present on social media to provide full and balanced information to consumers.

 
To understand how social media channels can best benefit patients, it is important to understand the patient journey and the needs that drive people to use social media as a source of information.

When patients begin having symptoms, they will often begin a digital research journey, which includes searching social channels. Their initial discoveries often occur before or in parallel with a healthcare professional (HCP) visit. The subsequent HCP diagnosis then triggers a second wave of research. Newly-diagnosed patients go online to seek more information about their conditions from both credible sources, and from people like themselves — this patient’s emotional story can attest to the healing power of social support.

Over the past 20 years, social media has played a significantly larger role in healthcare research and support. It is especially helpful for patients with chronic, recurrent disorders, such as psoriasis or arthritis. If patients continually vent their frustrations about their disorder to friends and family, they tend to fatigue their personal support system, which is why social media groups become a key source of patient support.

A patient's journey on social media to research and understand the afflictions, as well as connect to other patients.

As patients share their stories, they become a significant source of information to those actively seeking their perspective. But at times this information can be incorrect, unbalanced, and even irrelevant to someone whose condition is even just slightly different. While their symptoms may appear consistent, it’s often difficult for an untrained patient to have a clear understanding of what is on-label and accurate for their particular condition.

With current FDA guidance, pharma companies aren’t able to easily join the conversation to provide accurate, balanced information. Regulations mandate that, within a single social post, brands must provide accurate details on the benefits and risks associated with conditions and products. Given the character limits associated with many social communication channels, most pharma companies stay out of the conversation entirely. This means that when patients take to social media, the information they find may not necessarily be from reputable, accredited sources. It may be marginally inaccurate at best, significantly harmful at worst.

To illustrate the magnitude of unregulated misinformation in social channels, I was part of a recent review of comments on the drug Cialis on Twitter. We found that a full 49% of mentions were from illegal pharmacies that often include only benefit information, or incorrect information in their tweets. An additional 8% of comments were from individuals talking about Cialis and the benefits with no balance. This second group was highly concerning, because of the high instance of off-label or unlabeled secondary benefits they may have incorrectly attributed to Cialis. In addition, 11% of tweets were about negative perceptions that ranged from actual adverse events (2%) to negative effects of long-term use. In all, only 2% of the information about Cialis on Twitter was credible. (Note: 15% of the comments were not applicable.)

It is more important than ever to add to the sources of credible, high-quality information on health conditions, their treatments, and drugs available. It’s crucial for pharma companies to provide balanced and credible information on social media, so they can take part in the patients’ digital research journey.

Dawn Lacallade is LiveWorld’s Chief Social Strategist and Pharma Practice Lead.

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Pfizer launches antibiotic resistance surveillance website

From www.pmlive.com

Pfizer has made an online move into the fight against antimicrobial resistance with the launch of a new online and mobile information resource.

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DRG Digital Says #Pharma Should Dial Down Promotion & Dial Up Education for Docs to Regain Their Trust

From www.drgdigital.com

DRG Digital - Manhattan Research's Taking the Pulse® U.S. 2017 study asked 2,784 U.S. physicians across 25+ specialties about their use of emerging technology, how they find information and make decisions, and what they want from pharma companies. The aim of the study is to help marketers refocus their digital efforts on what works and plan more effective multichannel campaigns.

Lead analyst Kelly Pinola comments,  "Pharma needs to dial down the promotional messaging and lead with valuable educational resources in order to regain physician trust. The good news for pharmas is that there’s an opportunity here for them to differentiate themselves as truly user-centered organizations, since this is a problem we’re seeing across the industry.”

Three key findings for marketers are highlighted in the infographic.

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We Don’t Know What Digital Transformation Is, But We Need It!

From www.emarketer.com

Most executives agree that a digital transformation is necessary to remain competitive, keep pace with disruptive technologies and evolve with shifting consumer expectations. Still, many are unsure of how to start the process, or even what it entails.

 

eMarketer defines digital transformation as the process by which business leaders harness the capabilities and advances of emerging technologies to digitally reinvent their company’s operations, products, marketing, culture and goals for future growth.

 

Primary Way in Which Their Company Defines Digital According to Business and IT Executives Worldwide, Nov 2016 (% of respondents)

 

Technology is the means to transformation, not an end in itself. Instead the focus should be on setting a clear goal for the future, then setting a strategy based on that vision.

 

According to eMarketer’s latest report, “Digital Transformation 2017: Disrupting ‘Business as Usual,’” most executives believe that digital transformation is necessary, although it is not always obvious what digital transformation is—or how to approach it.

 

In fact, many executives can’t even agree on their company’s definition of digital. “If you put 20 [executives] in a room and ask them to define ‘digital,’ you are guaranteed to get 20 different answers,” said Anand Eswaran, corporate vice president of Microsoft Services and Microsoft Digital.

 

29% of respondents said digital is synonymous with the work of IT, 14% believe digital is about customer-facing technology activities and another 14% said digital refers to all investments the company makes to integrate technology across the business. The only thing clear from this survey is that there is no consensus.

 

Further Reading:

  • “McKinsey Looks at Four Keys to Successful Digital Transformation in #Pharma”; http://sco.lt/7X5AK9
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According to Edelman, 80% of People Think #Pharma Puts Profits Ahead of People

From www.edelman.com

The 2017 Edelman Trust Barometer paints a sobering picture of the state of trust around the world…[but] the healthcare industry is making slow but steady progress. Trust in healthcare, as well as in all five subsectors of healthcare we study (pharmaceutical/drug companies, consumer health/over the counter, biotech/life sciences, insurance and hospitals/clinics), is actually on the rise, gaining momentum from last year and reversing a backwards trend we saw last year for pharma (globally and in the U.S.) and biotech (in the U.S. only).

 

Pharma may be up four points in the U.S., but that gives it a score of just 51, squeaking into the “neutral” range by only one point.

 

[Meanwhile: “Pharma Industry Reputation Hits 7-Year Low According to Harris Poll”; http://sco.lt/9ACnPV This poll finds only 29% of U.S. consumers think “positively” of the pharma industry.]

 

Pharma in particular continues to face headwinds, with the Trust Barometer showing that globally:

 

  • Approximately 8 in 10 people (82 percent) believe the government needs to do more to regulate the pharmaceutical industry; and
  • 8 in 10 people (80 percent) believe that the pharmaceutical industry puts profits over people.

 

Further Reading:

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#Top 10 Pharma: Twitter Engagement Index - Listly

From list.ly

Oltre i follower .... l'Engagement Index.
It is calculated by a statistical analysis on engagement, reach, demographics, network and othe
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5 pharma multichannel marketing trends

From www.wearecouch.com

As pharma’s multichannel strategies mature, it’s essential to explore what’s next for pharma marketers. We look at five pharma multichannel marketing trends.
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GSK asthma app wins healthcare technology award 

From www.pmlive.com

GlaxoSmithKline mobile app that helps asthma patients better understand their condition and how to manage it was one of six winners at the AXA PPP Health Tech & You Awards.
MyAsthma, which was developed with UK agency The Earthworks, can track medicine usage and asthma attacks, and use location, weather and air quality data to learn what trigger’s a patient’s asthma.


An industry first, GSK’s app is the first from pharma has been approved as a Class 1 medical device and CE marked.

Denise Silber's curator insight, May 16, 3:30 AM
Key insight here is that the app is CE marked as a device.

DRG Digital Says #Pharma Should Dial Down Promotion & Dial Up Education for Docs to Regain Their Trust

From www.drgdigital.com

DRG Digital - Manhattan Research's Taking the Pulse® U.S. 2017 study asked 2,784 U.S. physicians across 25+ specialties about their use of emerging technology, how they find information and make decisions, and what they want from pharma companies. The aim of the study is to help marketers refocus their digital efforts on what works and plan more effective multichannel campaigns.

Lead analyst Kelly Pinola comments,  "Pharma needs to dial down the promotional messaging and lead with valuable educational resources in order to regain physician trust. The good news for pharmas is that there’s an opportunity here for them to differentiate themselves as truly user-centered organizations, since this is a problem we’re seeing across the industry.”

Three key findings for marketers are highlighted in the infographic.

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Beyond the pill – moving past the hype to driving outcomes

From www.drgdigital.com

Pharma brands are converting the buzz around “beyond the pill” into tangible solutions that add value to their treatments -- what is the opportunity for your brand?
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Is social media right for pharma?

From worldofdtcmarketing.com

KEY TAKEAWAY: GWI Social examined the very latest figures for social media engagement, social behaviors and trends within the social space.  Among the key findings…filling up spare time is the main reason for using social media among 16-24s, while older groups see these platforms as a way to keep up with friends and the news.  But is social media right for pharma?

Almost every internet user can now be reached via social media – 94% of digital consumers aged 16-64 say they have an account on at least one social platform and 98% have visited/used one within the last month.  So then, is social media a channel for pharma to reach patients?

Pfizer is using Facebook as an ad platform, but are men really going to click on the ad because Viagra now comes in individual dosage envelopes?

Facebook has become a media rich RSS feed with users following interests and participating in social media activism via the share button.  We can easily express outrage by simply sharing content we agree with but as facebook seems to know where we have been on the web and what we have done will “suggested post” health content become too intrusive?

In research, earlier this year, a lot of older facebook users were surprised to have suggested content appear in their facebook feed.  A number of older women said they were offended and shocked that facebook seemed to know what health content they were researching online.

So is social media right for pharma?  In some cases, yes.  At a minimum pharma should be listening to what patients are saying about their product as well as competitors’ products and using the input for content that addresses questions/concerns.

As for advertising on social media there are opportunities, but rather than advertise “single packs” perhaps Pfizer would do better to talk about men’s health as a way to engage the social media audience.

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Roche prépare l'arrivée en France du premier capteur implantable pour la mesure du glucose en continu

From www.ticpharma.com

PARIS (TICpharma) - Roche Diabetes Care France (groupe Roche) prépare l'arrivée dans l'Hexagone du premier capteur implantable de mesure du glucose en continu (CGM), Eversense, pour les diabétiques traités par insuline, et annonce un essai clinique français pour septembre.


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La réputation des laboratoires pharmaceutiques en chute libre

From pharmanalyses.fr

Les associations de patients jugent sévèrement la réputation des industriels de la pharma. Selon, Patient View, qui effectue son enquête annuelle auprès de 1 463 groupes de patients dans 105 pays, …
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Strong Medicine: Where Big Pharma Is Placing Bets In #digitalhealth In One Timeline  #hcsmeu #hcsmeufr

From www.cbinsights.com

Merck's Global Health Innovation Fund is leading the pack with 24 digital health investments since 2009.
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Digital Innovation team at @Bayer Announces CloudAspirin Experiment

From medium.com

In a showcase event in the middle of the Pacific Ocean, Bayer’s Digital innovation team today demonstrated CloudAspirin. CloudAspirin is a service to 3-D print Aspirin in the cloud, and deliver to…
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Parcours shopper & Pharmacie d'officine en 2017

From www.slideshare.net

Transformation digitale de la pharmacie d'officine Avant, Pendant & Après la visite sur le point de vente
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Engaging patients online can improve chronic disease management

From www.digitalcommerce360.com

The majority of patients (91%) with a chronic health condition need more help managing their disease.

One in five patients feel anxious or frustrated dealing with their chronic disease. Nearly four out of ten patients with a chronic condition admit they are only somewhat knowledgeable about how to best manage their health. A majority of patients want additional support from their providers, and nine out of 10 of those who want help managing a chronic condition say assistance from their provider would make a difference in their overall state of health.

Those responses are from a survey of 502 patients conducted by West Corp. and released in February at HIMSS 2017 in Orlando, Fla.

These findings also signal a need for more patient engagement in chronic care, and point to opportunities for healthcare organizations and providers to achieve better clinical and financial outcomes.

Web-enabled technology such as automated surveys allow providers to routinely monitor chronic patients.
 
 

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The emotional burden of chronic disease is challenging enough for patients. But in addition to the fear, anxiety and frustration chronic patients feel, many also say they lack the knowledge and confidence necessary to successfully manage their health.

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44% of patients surveyed are only somewhat confident, at best, they are effectively managing their condition, and over half (59%) of patients with a chronic illness believe they are not doing everything they should be doing to manage their condition. As a result, one in five (20%) chronic patients rate their ability to manage their condition as fair or poor at best.

A lot of patients simply do not have a good grasp on health metrics—meaning they either don’t know what their current health metrics are, or they do not know what they should be. 43% of patients are only somewhat confident they know their current numbers for things like blood pressure and cholesterol. What’s more, even when patients do know their numbers, it is not guaranteed that they understand what those numbers mean. To make sense of health metrics and chronic disease management, patients need support from their healthcare providers

One in five patients feel they need 24-hour disease management assistance. Traditionally, chronic care has been delivered during face-to-face doctor visits. However, this outdated approach to chronic care does not support patients when and where they need help. Providers can help patients do a better job of managing their health by supporting them not just during office visits, but also at home and in daily life – where patients desire more assistance, especially online.

According to the survey, at least 70% of patients with a chronic condition would like more resources or clarity on how to manage their disease. Close to a third of patients say a better understanding of how to change unhealthy behaviors (35%), a more individualized treatment plan (33%) or tips and tools for handling their condition (31%) would help them be more effective in their treatment.

Providers must seize engagement opportunities

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There are many different ways providers can engage patients and support them between visits. As the West survey findings show, patients desire personalized and targeted communications and information, and they also want regular check-ins from providers. Three-quarters (75%) of chronic patients want their healthcare provider to contact them regularly and alert them if anything looks wrong (only 30% of patients report receiving regular check-ins to review their progress).

Web-enabled technology such as automated surveys allow providers to routinely monitor chronic patients, escalate cases where patients are at risk, and intervene before patients reach the point of needing acute care. According to the survey, there is untapped potential for using patient surveys. Just 5% percent of providers say they use survey check-ins that ask patients for feedback about treatment plans.

Biometric monitoring devices like heart rate monitors and blood pressure cuffs offer similar benefits as patient surveys. When asked to choose between a one-way and two-way monitoring device, more patients (53%) prefer a two-way device. These tools provide additional opportunities to engage and monitor patients at home, and could be leveraged more by providers.

CMS penalties and incentives

Potentially avoidable readmissions are costing hospitals $528 million in Medicare penalties for the 2017 fiscal year. Healthcare organizations know that reducing preventable readmissions is in their best interest financially, but many do not realize that they are missing opportunities to prevent readmissions by proactively engaging chronic patients.

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In January 2015, the Centers for Medicare & Medicaid Services began reimbursing chronic care management (CCM) services for qualified Medicare beneficiaries who have at least two chronic conditions expected to last longer than a year. CPT code 99490 reimbursement varies from state to state, but generally CMS reimburses at approximately $42.60 per beneficiary (every month) to physicians for implementing processes to manage patients outside of the clinical setting.

With government incentivizing chronic care management, and patients demanding it, providers can more successfully manage chronic diseases by more effectively engaging and supporting chronic patients.

Fonda Narke is director of product integration, West Corp. Healthcare Practice

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Clinicians are people, Platforms inspired by consumers; built for pharma

From worldofdtcmarketing.com

Clinicians are people – just like us. Like us, most of them are busy, have friends and start their day on social media. In just the last two years, our media habits changed dramatically and there a…
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