Cette infographie est issue d’une analyse réalisée par EmailStrategie de juin 2013 à juin 2014. Les résultats sont basés sur 140 000 campagnes e-mailing, réalisées par 500 entreprises clientes. 298 millions d’ouvertures ont été ainsi prises en compte.
When it comes to social media, the top sites that doctors do seem to use for work are LinkedIn, online physician communities, and Facebook (see chart below). The specialities that reported the most use of online physician communities were ophthalmology, geriatrics, psychiatry, otolaryngology, and oncology.
Le nouveau positionnement du pharmacien modifie la nature des relations qu'il entretient avec les industriels du médicament. Les pistes de collaboration dépassent désormais le strict cadre de l'automédication.
Patients Want Digital from Pharma by Sam Welch on June 9th, 2014
New survey data released by Accenture found that more than 75% of consumers expect drug companies to provide additional services that complement their medical products.
Digital platforms are frequently mentioned as the preferred method of contact. Sixty-nine percent of respondents said they’d prefer information from pharma companies via email, followed by printed materials (66%), websites (48%), mobile apps (44%) and social media (38%). Print media made the list, though patients have made it clear that they are seeking resources through digital channels.
Of interest to marketers, the data show that 64% of patients are willing to trade personal information to get free, relevant content. Not only should we engage around this opportunity, this indicates that marketers can achieve access to more customer data in order to personalize information to each patient’s needs. And digital expands opportunities to track outcomes and tailor content to the individual.
Consumers want more tools to manage their healthcare. If we’re really moving into an age where “an app a day can keep the doctor away,” then we must address this need to make valuable tools available to patients.
New social media technologies are opening up new channels of communication for pharma marketers to reach out to their healthcare stakeholders. How can pharmas navigate the social responsibilities that come with social media use?
Wiley Interface asked Dr. Eiji Sasahara, Partner of the Healthcare Cloud Initiative, NPO how FDA guidance on social media use for multichannel marketing is impacting pharmas in Japan and the opportunities he envisions for social media use.
Wiley Interface:Can you share more with us about yourself and your experience in healthcare cloud?
Dr. Eiji Sasahara: At Healthcare Cloud Initiative, NPO, I’ve focused on impacts of the East Japan Earthquake and Tsunami towards Governance, Risk, and Compliance (GRC) management in healthcare IT. Healthcare consumers are the key stakeholders in the total healthcare value chain, eagerly seeking information about health promotion, disease prevention, treatment of specific conditions, and management of various health conditions and chronic diseases. After the earthquake, tsunami and nuclear accidents, the stakeholders have been adopting and utilizing social media, based on public cloud services, through both fixed and mobile broadband networks. However, in Japan, most of healthcare providers and pharmaceutical companies do not have integrated gateway for social media communications. Lack of a communication gateway targeting healthcare consumers online means gaps in stakeholder communications. In addition, the number of healthcare consumers with a good understanding of the potential risks in social media, such as misinformation about drugs and medical devices, is still small. As social media is a public communication tool and users need to understand their social responsibilities, it is essential to minimize the consumers’ risks by utilizing standardized social media technologies under integrated structure for social media management.
Wiley Interface:What are the key FDA guidance on social media use for multichannel marketing? What does it encompass?
Dr. Eiji Sasahara: In the US, FDA has released four drafts that address various topics related to use of Social Media as follows:
The most influential draft guidance is “Fulfilling Regulatory Requirements for Postmarketing Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics” in January 2014, because it referred to emerging digital marketing media mix, including Owned Media, Paid Media and Earned Media.
Wiley Interface:When was the FDA guidance on social media for multichannel marketing implemented in Japan?
Dr. Eiji Sasahara: In Japan, the Ministry of Health, Labour and Welfare (MHLW) started the official YouTube channel in February 2009 and responded to concerns over the spread of the H1N1 swine flu virus after April 2009, and also initiated an official Twitter account for immediate information sharing in September 2010. The goal of the MHLW has been to efficiently communicate critical information to the public, and create new channels of communication by leveraging on social media technologies.
However, with regard to promotion, labeling and off-label information for MHLW/PMDA-regulated drugs and medical devices, there is no official Social Media use guideline. Lack of standardized Social Media guidelines in Japan is challenging for interactive communications on regulated products between the regulators and healthcare consumers, and MHLW has a keen interest in what happens in the US.
Wiley Interface:What is the impact of FDA guidance on social media use for multichannel marketing by pharma companies in Japan?
Dr. Eiji Sasahara: It is the fact that common Social Media services and technologies are available to healthcare consumers in both the US and Japan.
Major Japan-oriented pharmaceutical companies depend on sales from the US market, and their head offices in Japan should be responsible for supervising Social Media management at global corporate level.
Most of non-Japanese pharmaceutical companies are going to utilize Social Media in total management life cycle of newly approved drugs in the US, and, sooner or later, those products will enter the Japan market. Sharing best practices of Social Media utilization is essential worldwide.
Wiley Interface:Does the FDA guidance on social media use for multichannel marketing make life easier for pharma companies in Japan or more challenging?
Dr. Eiji Sasahara: Social Media communications are utilized by a variety of stakeholders surrounding pharmaceutical companies, and cross-functional and real-time approaches will be required after implementation of FDA’s guidelines. Under current organizational and IT structure for corporate and product communications, it seems challenging.
Wiley Interface:How can pharma companies in Japan overcome the challenges of the FDA guidance on social media use for multichannel marketing in Japan?
Dr. Eiji Sasahara: Utilization of Social Media is the challenge in total pharmaceutical value chains, including R&D, manufacturing & distribution, sales & marketing, and medical affairs. In some cases, reform of organizational and IT structure will be required at corporate level.
Wiley Interface:Do you see any opportunity with the FDA guidance on social media use for multichannel marketing? If so, who will benefit from it?
Dr. Eiji Sasahara: Social Media will also provide opportunities to implement consumer-driven, digital-based and real-time multichannel marketing practices with pharmaceutical companies heavily dependent on traditional workforce and paper-based materials.
Healthcare consumers should benefit from it first, and their experience with satisfaction will generate both commercial and social values for pharmaceutical companies.
Wiley Interface:What are the trends that you envision in the next few years for healthcare cloud?
Dr. Eiji Sasahara: Maturity of Social Media utilization and expansion of mobile devices (including smartphone/tablet and wearable sensors) will lead to enhancement in Volume, Variety and Velocity (3Vs) of Big Data on the cloud. To balance benefit and risk of Big Data on uncontrollable cloud computing environment, collaboration between social media managers and data scientists will be the key for consumer-driven innovation in the healthcare industry.
The journal article by Hasty et al. published on 1 May 2014 claims that most Wikipedia articles on important medical topics contain a large number of errors. The claim is based on a study of ten articles as they appeared on 25 April 2012. In nine of these the authors noted differences from a peer-reviewed source. The popular press, including the UK’s Daily Mail and BBC News, and the US-based Advisory Board, fueled by interviews with Hasty, has taken this to mean that as much as 90% of Wikipedia's medical content is wrong. However, we found that Hasty et al. used an unvalidated test of content quality and applied it to Wikipedia alone. Additionally, there were significant errors in study design and data analysis, and the authors' conclusions are not supported by the results.
POST SUMMARY: It’s essential for pharma digital marketers to have and in depth understanding of patients including, why they chose our product, what barriers are needed to overcome to stay on therapy and how can we provide them with help and...
After attending OPEN Health's inaugural 'Health Innovation: Big Ideas' event in London, Paul Tunnah outlines some of the concepts that could be game changers for the pharma industry and the broader future of healthcare.
“Social media is not the powerful and persuasive marketing force many companies hoped they would be,” concludesGallup Inc., which on Monday is releasing a report that examines the subject. Gallup says 62% of the more than 18,000 U.S.consumers itpolled said social media had no influence on their buying decisions. Another 30% said it had some influence. U.S.companiesspent $5.1 billion on social-media advertising in 2013, but Gallup says “consumers are highly adept at tuning out brand-related Facebook and Twitter content.” Just when we thought it was safe to use social media they push us back out!
Most consumers aren’t visiting social media sites to engage with brands — they are there to interact with people they know. According to Gallup research, the vast majority of consumers (94%) who use Facebook, Twitter, and other social networking channels do so to connect with family and friends. They are far less interested in learning about companies and/or their products, which implies that many companies have social media strategies in place that may be largely misdirected.
Social media is not the powerful and persuasive marketing force many companies hoped they would be. When Gallup asked more than 18,000 consumers about the influence of social media on their buying decisions, 62% said they had no influence at all. Even amongmillennials(those born after 1980), whom companies often think of as the core social media audience, 48% said these sites were not a factor in their decision-making.
And while many companies correlate the number of fans and followers with their social media success, Gallupalsoalsofinds that these metrics can be misleading. Of the consumers who reported “liking” or following a company, 34% still said that social media had no influence on their purchasing behavior, while 53% said they had only some influence.
When compared with more traditional forms of social networking, social media initiatives may actually be the least effective method for influencing consumers’ buying decisions. Gallup research shows that consumers are much more likely to turn to friends, family members, and experts when seeking advice about companies, brands, products, or services. Company-sponsored Facebook pages and Twitter feeds have almost no persuasive power.
What does this mean for pharma marketers?
(1) Social media alone is not going to deliver on the promise of patients asking for an Rx. It is PART of an integrated marketing initiative to reach health searching consumers online.
(2) Pharma, which is heavily ROI driven, needs to think of social media, not as a conversion platform, but rather a way to help patients get the information they need to make health care decisions.
(3) DTC marketers should experiment with social media but have clear and concise objectives before allocating resources.
As part of a new series of thought leadership essays, based on online research with doctors, the CEO of M3 Europe, Dr Tim Ringrose, takes a look into the virtual habits of doctors, including their digital relationship with the pharmaceutical...