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Maximize engagement online medical communities| pharmaphorum

Maximize engagement online medical communities| pharmaphorum | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

These are excerpts from an interview with Shona Davies, MSD Sharp & Dohme GmbH, Univadis®

Univadis® is an online resource providing medical news, educational content, point-of-care tools and services to health care professionals in 17 languages, free of charge. We have approximately 1.7M registered users in over 37 countries and we have sister brands in the US (Merck MedicusTM), South Korea (MDFaculty) and elsewhere. In the last 11 years, we have grown from being a small site called My Yahoo! for Physicians, to being a truly global force in online medical information and services and we aim to be the number 1 service in every market in which we operate within the next 5 years.

To HCPs, the advantages are entirely in the value of the service that we provide them for no cost. We make it easy for HCPs to find the medical information, education and point-of-care tools that they need in their daily practice, all in one place and tailored to their own individual needs. We help them to expand their expertise and support their patients every single day. We save them the hassle of searching and verifying the quality of the information they find by bringing them unbiased content from world-leading medical publishers and providers that they trust. We save them time. For today’s busy HCP, that has an enormous value at a personal level.


Via Dinesh Chindarkar, Lionel Reichardt / le Pharmageek
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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Article > Pharma business model must change radically: KPMG

Article > Pharma business model must change radically: KPMG | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
"Stop paying lip-service to patients"
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Santé et médicaments - Centre d'aide Centre de règles AdWords

Quelles sont les règles ?

Les règles Google AdWords imposent des restrictions à la promotion de services et de produits relatifs à la santé. Les conditions diffèrent en fonction
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"The question of pharma's social ROI has gone the way of the question of the shape of the planet"

"The question of pharma's social ROI has gone the way of the question of the shape of the planet" | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Mark Senak writes in his Eye on FDA blog:

 

"The question of ROI [in pharma's use of social media] has gone the way of the question of the shape of the planet.


It may still be worth having the discussion if for no other reason than to actually get grounded in your goals and objectives.  But in fact, we have all moved on and we are not turning back.


It is probably as much good to ask what the ROI is on social media in the same way you might ask what the ROI was on your press releases, your web site, or the electronic socket in wall.


In the end, it may not be a question about the return on investment as much as the cost of not doing business."


Via Andrew Spong
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Rescooped by Lionel Reichardt / le Pharmageek from CORPORATE REPUTATION-THE PATIENT PERSPECTIVE
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The corporate reputation of pharma companies varied significantly in 2013 when assessed by patient groups of different specialties —even between the therapeutic divisions of a single company

The corporate reputation of pharma companies varied significantly in 2013 when assessed by patient groups of different specialties —even between the therapeutic divisions of a single company | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Press Release Date: 14-04-2014 Contact: Alexandra Wyke                  email: alexwyke@patient-view.com Tel: 0044-(0)1567-520-965 The corporate reputation of 23 pharma companies in 2013 was analys...

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Genzyme lance un site internet dédié à la maladie de Gaucher

Le site internet gaucherfrance.fr est un service que Genzyme met à disposition des patients atteints de la maladie de Gaucher et de leurs proches pour gérer leur quotidien et être acteur de leur santé.


Via Matthieu BOYER
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Strategic pharma digital marketing | - World of DTC Marketing.com

Strategic pharma digital marketing | - World of DTC Marketing.com | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Strategic pharma digital marketing. strategicpharmamarketing POST SUMMARY: Biopharma organizations should be preparing for the customer of the near future by building capabilities now rather than later and focusing more on the ...

Via Michael Lucht - www.b-innovative.eu
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Rescooped by Lionel Reichardt / le Pharmageek from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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MI Digital's Health and Wellness Mobile App For Pfizer Fibre7

MI Digital's Health and Wellness Mobile App For Pfizer Fibre7 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Introducing the first health and wellness mobile app in Pakistan starring Yogi Wajahat.

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Rescooped by Lionel Reichardt / le Pharmageek from Social Media and Healthcare
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Five Lessons From GSK in Social Media

Five Lessons From GSK in Social Media | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

There’s a tension between opportunity and risk”, says Simon Quayle, Director of Digital Communications at GSK, describing his work leading the company’s corporate social media engagement. And he should know – he was responsible for making GSK’s Facebook page one of the world’s first ‘open’ pharma social media environments, encouraging public stakeholders to post comments during a time when most pharmaceutical companies kept their pages tightly locked down.

That was in the days when Facebook allowed pharmaceutical companies to ‘switch off’ commenting from their pages; a practice that has since been banned by Facebook, forcing less-prepared companies to either close down their Facebook pages or rapidly adapt to two-way public engagement.

GSK featured in my “Top 10” pharma social media firsts of 2013 for exceeding 90,000 Facebook ‘Likes’; today, Likes on the company’s page are rapidly approaching 100,000. But according to Quayle’s colleague Janet Morgan, Director of Corporate Reporting at GSK, the most successful channel of engagement is in fact not Facebook, but LinkedIn, where the company has over 400,000 followers actively sharing its content.

Quayle and Morgan tell me that their secret to success in social media is to focus on selected channels where they can be most effective: currently Twitter; Facebook; YouTube; LinkedIn and Flickr. As they share some of their stories, I sense that the lessons they have learned through both success and setback have developed the company’s mature approach to social media.

1. Learn what engages people

Morgan says that the most active engagement from people with a genuine interest in what GSK is doing comes via LinkedIn, where the profile and behaviour of users is quite different to Facebook. On Facebook, what works best is “feel good” stories about positive news and corporate responsibility. Quayle says that it can be surprising to learn what kinds of content leads to positive engagement. He was surprised to discover, for example, that a photo of the GSK headquarters building attracted more positive comments than a story about a community partnership.

A recent example of content that inspired a positive response was the profiling of women in management within GSK, to mark International Women’s Day which took place on 8th March. The theme of International Women’s Day was “inspiring change” and GSK’s take on that was to profile inspiring change in the workplace, with content published on the company’s website shared via a photo album on Facebook; Tweeted; and posted on LinkedIn. After just three days, Morgan says that engagement was 50% higher than average.

2. Stream specialist conversation into channels

I ask Quayle & Morgan about @GSK_conferences, the dedicated Twitter profile featuring “Tweets from GSK employees attending scientific conferences”. Quayle says that this is an experiment to allow the company to engage actively at conferences without the corporate @GSK Twitter profile becoming too noisy for the majority of its 40,000+ followers who may not have an interest in the particular conference. Tweets from @GSK_conferences are sent by GSK team members while they are on site at conferences. “It’s important to actually ‘be there’ if you are tweeting form a conference”, says Quayle.

GSK uses other dedicated channels, too. In the US, for example, a dedicated customer channel exists to handle responses to product queries. Ultimately the conversation is usually taken offline, but using a dedicated account for responding to product enquiries keeps the corporate channel focused.

3. Know the channels

Quayle, who launched the company’s Facebook and corporate Twitter accounts himself, started in social media with his own personal profiles on the platforms, so that he could learn about the environment before taking the helm of GSK’s social media engagement. Quayle & Morgan tell me that GSK staff with an interest in using social media for the company are encouraged to have their own accounts, and to start out by simply following others, listening, to learn about the channel.

4. Always experiment

A key aspect of Quayle’s approach to GSK’s social media engagement is to continually be experimenting, discovering what works and learning from every experience. He likens the company’s history with social media to learning to ride a bicycle, and says while it is important to understand the opportunities and the risks, it is even more important to actually try things: “You don’t learn to ride a bicycle by reading a manual – you have to try it”, he says. “And when you go out, you need to have a rough idea of where you are going.

Working closely with legal and compliance colleagues is essential”, says Quayle, adding that an aspect of experimenting is being happy to close things down if they are not working.

5. Be prepared

Returning to the bicycle analogy, Quayle adds that it is important to be prepared for what could go wrong. “[When riding a bicycle, you need to] have a view about what might be ahead – take a first aid kit, and a puncture repair kit”, he says, indicating that the corporate social media equivalent to these might be a crisis management plan, and a clear escalation process.

Being prepared for change seems to be something that Quayle relishes. He is eager to make the most of opportunities as they arise, and yet both Quayle and Morgan are clear about their goals: “Building [GSK’s] reputation; building trust; developing transparency”.

It’s not just about sales

Does social media bring commercial benefits to GSK? That’s not exactly the point, according to Quayle and Morgan. “Increasing sales is not one of our KPIs”, says Morgan, “although building reputation and trust will do that”.

The way that we do business is just as important as what we achieve”, adds Quayle. “You cannot be a company that’s performing well if you’re not living up to the expectations of society, and living transparently”.

I am left with a sense that despite GSK’s success in social media to date, the team have a lot more up their sleeves yet. “We have to organise ourselves around the needs of the customer”, says Quayle. “We’re starting to do that”.



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Rescooped by Lionel Reichardt / le Pharmageek from Social Media and Healthcare
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#Pharma companies still fail to embrace social media #hcsmeu

#Pharma companies still fail to embrace social media #hcsmeu | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Although social media use in healthcare continues to grow, a new study has found that about half of the top 50 pharmaceutical companies are not actively engaging with patients through social media and the same amount of companies are not using social media effectively.  More specifically, as drug makers experiment with social media to engage consumers, they are reluctant to use these tools to bolster their efforts in designing and developing clinical trials.

According to the study, “Engaging Patients Through Social Media” by the IMS Institute for Healthcare Informatics, while only one in 10 clinical trials run by drug makers have recruited participants through social media channels, most have yet to try it. Concerns range from protecting patient privacy to equally sticky issues such as patients who publicly distort event experiences or introduce research bias by sharing treatment information with others.

Of the top 50 pharmaceutical companies, the report found that 23 used at least one social media platform to connect with patients, and just 10 used all three platforms. Twitter was the most-used channel (22 companies), followed by YouTube (17 companies), and Facebook (15 companies).

“Like it or not, social media communities as a forum for interaction and engagement are here to stay,” Ken Getz, the director of sponsored research programs at the Tufts University Center for the Study of Drug Development, told The Wall Street Journal. “And patient centricity is about engaging patients. But there is a decidedly low level of adoption today when it comes to using social media in clinical research…Its use is really quite minimal. Most companies have yet to develop a set of core policies and procedures.”

In addition, none of the companies report using social media to design clinical trial protocols. According to Getz, of the 20 companies that participated in the survey, only 13 provided data about their use of social media in trials. The lack of clear guidelines from regulatory agencies may be discouraging pharmaceutical companies from broadening their use of social media to interact with patients. To date, the FDA has only published draft guidance on the topic and is currently collecting feedback on the recommendations. As a result, only one in five companies that use social media directly interacts with patients for various purposes, according to Tufts. Most outsource patient engagement to third parties or use what was described as more passive approaches, such as banner ads on social media sites.

According to Tufts, drug makers are making increasing use of social media for patient recruitment – an estimated 11 percent of all trials now do. Of the companies queried, nine of 14 say they plan to increase adoption to recruit in the U.S. and five of 12 expect to do so in Western Europe. More specifically, 12 of the 13 companies with quantifiable data reported using social media to track the number of leads generated for trial participants and 10 of those 13 said they tracked the number of patients screened, while eight companies tracked the rate at which participants were randomly placed in trials.

As health care continues to evolve, the report suggests that expanding the use of social media in patient care will become increasingly important and will require a combined effort from regulatory agencies, pharmaceutical companies, and healthcare professionals.  

The report states, “Advancing social media to center stage in health care and the use of medicines will require clarity from regulators, a more proactive stance by pharmaceutical manufacturers to engage with patients, and utilization of available tools to ensure patients receive value from their social media interactions.”



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Big #pharma Opens New Chapter On Big Data Collaboration #hcsmeu

Big #pharma Opens New Chapter On Big Data Collaboration #hcsmeu | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
In the course of one short week, no less than 3 different models have emerged for sharing big data in the pharmaceutical industry.

Via Ricard Robledo
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Rescooped by Lionel Reichardt / le Pharmageek from Digital marketing pharma
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Pharma Brand Wikipedia Analysis and Influential Editors #pharma #hcsmeu

Pharma Brand Wikipedia Analysis. An analysis of the pharmaceutical brand pages on Wikipedia. It looks at how often the Top Pharma brand pages are viewed and edited.


Via Olivier Delannoy
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To spark cancer discoveries, several Big Pharma companies are sharing idle clinical trial data

To spark cancer discoveries, several Big Pharma companies are sharing idle clinical trial data | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Sanofi, Pfizer, J&J and AstraZeneca are among Big Pharma companies sharing cancer clinical trial data on the new Project Data Sphere platform.

Via Celine Sportisse, Philippe Loizon
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Rescooped by Lionel Reichardt / le Pharmageek from 1- E-HEALTH by PHARMAGEEK
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Critères de classement des vidéos sur YouTube #SEO #SMO #youtube #hcsmeu #hcsmeuf #socialmedia

Critères de classement des vidéos sur YouTube #SEO #SMO #youtube #hcsmeu #hcsmeuf #socialmedia | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

YouTube était classé "second moteur de recherche" le plus utilisé au monde, et il n’est pas négligeable de bien optimiser vos vidéos sur ce dernier si vous en avez. [...]

Parmi ces critères, on peut compter :

  • la pertinence du titre de la vidéo
  • la pertinence des mots-clés qui se trouvent dans le titre et la description de la vidéo [...]

Via Véronique Duong, Lionel Reichardt / le Pharmageek
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Pascal Faucompré's curator insight, January 8, 10:35 AM

Bon à savoir !

Olivier JADZINSKI 's comment, January 8, 12:25 PM
Pour les non anglophones, quelques explications de l'infographie:<br>http://www.euklide.com/comment-referencer-video-youtube/
Oree_Lee's curator insight, January 9, 8:43 AM

Comment sont classer les vidéos YouTube ? Réponse avec cette infographie

Rescooped by Lionel Reichardt / le Pharmageek from All about Pharma by Pharmacomptoir
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services e-santé et connectivité : les piliers de la transformation digitale des labos pharmaceutiques | Orange Business Services

services e-santé et connectivité : les piliers de la transformation digitale des labos pharmaceutiques | Orange Business Services | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Pour les laboratoires pharmaceutiques, on le sait, l’avenir du business n’est pas forcément au beau fixe. Pour ce faire, l’une de leurs perspectives réside certainement dans la transformation digitale et l’évolution vers les services d’e-santé.

Via Pharmacomptoir / Corinne Thuderoz
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Multichannel Marketing: What Is It and Why It Matters | SAS

Multichannel Marketing: What Is It and Why It Matters | SAS | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Multichannel marketing refers to the practice of interacting with customers using a combination of indirect and direct communication channels.


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How the ePatient Will Revolutionize Pharma Mark...

How the ePatient Will Revolutionize Pharma Mark... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

“Pharma companies need marketing strategies that will successfully engage the e-patient in order to continue branding and growing their products.” (How the ePatient Will Revolutionize Pharma Marketing http://t.co/AG8reVXSg4)...


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Nouveau recul des dépenses de médicaments - Les Échos

Nouveau recul des dépenses de médicaments - Les Échos | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Les Échos
Nouveau recul des dépenses de médicaments
Les Échos
Depuis 18 mois, les patients qui refusent que leur pharmacien leur délivre un générique doivent faire l'avance des frais. L'effet dissuasif a joué à plein.

Via Marie Françoise de Roulhac
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Rescooped by Lionel Reichardt / le Pharmageek from Pharma Hub
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Bayer Launches New Educational Online Resource for Chronic Thromboembolic Pulmonary Hypertension (CTEPH)

Bayer Launches New Educational Online Resource for Chronic Thromboembolic Pulmonary Hypertension (CTEPH) | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Bayer HealthCare today announced it has launched an educational website for U.S. physicians about a rare life-threatening condition called Chronic Thromboembolic Pulmonary Hypertension (CTEPH). The site – www.CTEPH.com – is designed to increase CTEPH disease awareness among healthcare professionals (HCPs) and educate them on proper CTEPH diagnosis and surgical treatment.


Via Philippe Marchal/Pharma Hub
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Listen to the Internet: The Patient Communication Opportunity | Eye For Pharma

Listen to the Internet: The Patient Communication Opportunity | Eye For Pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Zuzanna Fiminska examines the importance of, and numerous options for, a comprehensive patient communication strategy within the pharmaceutical industry."


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Monica S Mcfeeters's curator insight, April 12, 10:50 AM

This is a long overdue plan. Too many have to be lab rats to find the right medicines, doctors and treatments.. This could help lessen that role if we speak together.

Rescooped by Lionel Reichardt / le Pharmageek from Pharma Marketing
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The role of creating a team for pharma digital transformation

The role of creating a team for pharma digital transformation | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The digital transformation in pharma needed to keep it competitive can’t be implemented as a part-time project. So, where does pharma start?

Via Ash Rishi
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Rescooped by Lionel Reichardt / le Pharmageek from 1- E-HEALTH by PHARMAGEEK
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#musthave #mustread Nouvelle charte ANSM pour la communication internet et e-media de la #pharma #hcsmeufr

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Doctors Going Mobile, But Still Skeptical of Connected Health #hcsmeu #pharma

Doctors Going Mobile, But Still Skeptical of Connected Health #hcsmeu #pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

At least two-thirds of American doctors surveyed use mobile-health apps on the job.


Via Olivier Delannoy
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Patients want more services, online outreach from pharma | mobihealthnews

Patients want more services, online outreach from pharma | mobihealthnews | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Via Marie Ennis-O'Connor
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20 Big Pharma and biotech mobile apps - 2013 #pharma #hcsmeu

20 Big Pharma and biotech mobile apps - 2013 #pharma #hcsmeu | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
20 Big Pharma and biotech mobile apps – 2013 – … http://t.co/lDEkKkNZLV

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Get management buy-in for pharma content marketing

Get management buy-in for pharma content marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Here are the 4 primary reasons why pharma needs to embrace the new pharma content marketing landscape.

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