EXPANDING THE POTENTIAL OF E-DETAILING
A group of scientists and HCPs have published a paper indicating that, through their use of hashtags during medical society conferences, biopharmas and medical device companies exert a disproportionate influence on healthcare providers to promote their products or services instead of sharing unbiased, evidence-based information.
The full analysis with comments (including mine) can be viewed here:
I must admit this aspect of pharma’s Twitter contributions to hashtags is one that I had not fully considered, possibly because I have been far more concerned with encouraging the industry to use social media and engage with HCPs openly. We should not forget that it was only a few years ago that the very first pharmas plucked up sufficient courage and developed appropriate internal guidelines to enable them to contribute to conference hashtags; Boehringer Ingelheim springs instantly to mind.
Yet, most importantly, the analysis raises some critical issues concerning the industry’s apparent power to influence: should its behaviour be curbed or regulated in some way?
BALE (Suisse), 22 juillet 2015 (TICsanté) - Novartis ambitionne de coupler ses molécules en développement à d'autres technologies, produits et services, principalement digitaux afin d'aller "au-delà du médicament" en fournissant des "solutions thérapeutiques holistiques", a déclaré le directeur mondial du développement, Vas Narasimhan, le 30 juin lors d'un voyage de presse consacré à l'innovation.
The rise of digital technologies has had a transformational impact across everyday life and business globally – including the healthcare industry.
Exponential growth in the use of the internet, social media, and apps; as well as the uptake of personal computing, smartphones and tablets by all healthcare stakeholders – patients, caregivers, healthcare professionals and payers – is well documented.
As a result, the role of social media in healthcare and impact on patient engagement is moving to centre-stage, propelled not only by technology, but also by patient demand and growing influence of the digital native generation.
The term social media encompasses social networking sites (e.g. Facebook, Twitter), collaborative services, blogs, content hosting sites (e.g. Wikipedia), and virtual communities.
Markets have become conversations, and social media is the online platform and location where these conversations take place.
Social media creates highly interactive platforms through which individuals and communities share, co-create, comment on, discuss, share, and modify, user-generated content. It provides a way for people to participate in conversations; to tap into what people are saying about a brand, a product or a service.
By participating in these conversations, companies are exposed to what their customers are thinking and saying – these are the insights that can lead to making better business decisions.
Social Media also plays an important role in establishing communication with consumers and disseminating relevant and accurate information.
Social media has changed the way we communicate – between organisations, communities, and individuals.
Although the pharma industry is heavily regulated and thus forced to work within much stricter guidelines, it does not mean that social media as a marketing and communications platform should be ignored.
Social media marketing has become a way in which companies engage with their customers.
Over the past few years there has been a general understanding among pharma companies that they can’t use or benefit from the use of social media, things have now shifted to a point where they should be asking ‘how can we use social media?’
By avoiding social media, companies are missing out on important opportunities to enhance their online presence and connect with their customers.
Healthcare app developers take note: “Patients are people. They’re only patients part of the time,” advised Neal Sofian, vice president of engagement and innovation at Vivacity, a wellness subsidiary of Premera Blue Cross in Washington state.More than a few developers focus too much on customer retention rather than app efficacy, according to Sofian. If the health app is to address a one-time concern rather than a chronic disease, retention is far less important than building something that people use when they really need it, he said.“I don’t think people give a damn about their health unless they’re sick, then they care a lot,” Sofian said Tuesday at the MedCity ENGAGE conference in Bethesda, Md. “Illness is not the same as health, but that’s what we’ve been building on,” Sofian added, to some applause.
In 1948, the year I was born, the average American man did not retire at age 65. He died of a heart attack.There were no thrombolytic drugs to break up the clots that were starving his heart of oxygen, no beta-blockers to ease the strain on his heart. There were no cardiac surgeons. Coronary artery bypass grafts lay a dozen years in the future, and though cardiac catheterization had just been developed, it would be nearly three decades before it would be used to reopen blocked coronary arteries
If pharmaceutical and medical device companies are on the fence about how to incorporate social media into their digital marketing campaigns, they better get moving. The reason is simple: That’s where patients and consumers are.
The first place that most people turn to for health information is the Internet. Increasingly, the main way that people access the Internet is via a smart, mobile device. In a post at Compliance Monitor, Cadient’s Gene Y. Miller notes that research from the Pew Research Center shows that 52 percent of smartphone owners have used their phones to look up health or medical information; 19 percent have downloaded an app. “Pharmaceutical marketers,” Miller writes, “need to engage with their audience on their terms.”
In the fall of 2014, the FDA released draft guidelines covering how companies can discuss their products on social media. Those preliminary guidelines call on companies to state both the risks and benefits of their products, a tall order considering that Twitter’s interface limits messaging to bite-sized snippets of information of no more than 140 characters.
Striking a balance between conveying an effective marketing message that also includes appropriate safety and risk disclosures can be difficult. But Miller says that with some effort, pharma marketers can do both.
Say much, use little space. In order to convey both risk and benefit, Miller suggests economizing space by using abbreviation, punctuation marks, and symbols, such as “&.”Primary and secondary links. Primary links should be a site that provides more complete information about risk. A secondary link could also be included for additional information.Consider the platform. Twitter is not the right forum for every pharma marketing message. If the proper risk/benefit balance cannot be achieved in the constraints of Twitter, or any other social media forum, Miller says that perhaps that platform should not be used for that particular message.Composing an FDA-approved Tweet. In a nutshell, keep it short and sweet. Include the benefit. Communicate the risk. Use the full FDA-approved product name.
Technology changes quickly and regulation moves slowly. The FDA will likely have more to say on the matter and the agency’s guidelines can shift and change. But Miller says that’s no reason to wait. Internet users generate more than 500 million Tweets every day, according to some estimates. “Short-form messaging and advertising is going to remain a major fixture of the media landscape for the foreseeable future,” he says.
Apple medical ResearchKitWhen Apple first announced ResearchKit, it was met with a fair amount of skepticism about whether the data collected via smartphones would be robust enough to be useful. But just a few scant months after that announcement, it seems many in healthcare are at least paying attention to the possibilities of smartphone-based data collection in general and ResearchKit in particular.Last week the National Institutes of Health made it clear they were looking into something along those lines for the White House’s Precision Medicine Initiative. Now Buzzfeed is reporting that at least two pharma companies — GlaxoSmithKline and Purdue Pharmaceuticals — are looking into ResearchKit projects of their own.GlaxoSmithKline confirmed it was “currently working on integrating (ResearchKit) into clinical trials and planning to start in coming months.” Purdue said that they’re still in the early stages of developing something for the platform.