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Despite its Declining Importance for Many Display Campaigns, the Click Remains Important for Pharma Marketers

Over the years, comScore has published several studies – including one this past week – that illustrate how the click is often the wrong metric for measuring the effectiveness of online display advertising.
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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Dépenses de santé : les pistes de Bayer - Les Échos

Dépenses de santé : les pistes de Bayer - Les Échos | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Les Échos
Dépenses de santé : les pistes de Bayer
Les Échos
Au grand dam des laboratoires qui jugent leur effort disproportionné alors que le médicament ne représente que 15 % des dépenses de santé.

Via Pharmacomptoir / Corinne Thuderoz
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mHealth to Transform Healthcare: Can Pharma Compete?

mHealth to Transform Healthcare: Can Pharma Compete? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
David speaks to eyeforpharma ahead of his presentation at the Value-Added Services Conference 2014.

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Au secours, ma boîte se digitalise !

Au secours, ma boîte se digitalise ! | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Panique à bord, la digitalisation en entreprise ? Ni affolement, ni fol enthousiasme. Plutôt un attentisme mêlé d’appréhension qui génère du retard chez nombre d’acteurs économiques. Or, l’intégration du numérique est non seulement une clé du développement mais aussi le vecteur d’une nouvelle façon de travailler, plus transversale et collaborative. Explications.


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Healthcare’s digital future | McKinsey & Company

Healthcare’s digital future | McKinsey & Company | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

by McKinsey; See also Insights by Gary Monk at MobiHealth here

 

A McKinsey & Company article: Insights from our international survey can help healthcare organizations plan their next moves in the journey toward full digitization. 

The adoption of IT in HealthCare systems has, in general followed the same pattern as other industries. [ ..]
As for its effects on the healthcare sector, this second wave of IT adoption helped bring about, for example, the electronic health card in Germany. It was also a catalyst for the Health Information Technology for Economic and Clinical Health Act in the United States—an effort to promote the adoption of health-information technology—and the National Programme for IT in the National Health Service in the United Kingdom. Regardless of their immediate impact, these programs helped create an important and powerful infrastructure that certainly will be useful in the future.

Many institutions in the private and public sector have already moved to the third wave of IT adoption—full digitization of their entire enterprise, including digital products, channels, and processes, as well as advanced analytics that enable entirely new operating models. No longer limited to helping organizations do a certain task better or more efficiently, digital technology has the potential to affect every aspect of business and private life, enabling smarter choices, allowing people to spend more time on tasks they deem valuable, and often fundamentally transforming the way value is created. What will this third wave of IT adoption look like for healthcare?

Players in the healthcare industry were relatively successful at—and benefited from—the first and second waves of IT adoption. But they struggled to successfully manage the myriad stakeholders, regulations, and privacy concerns required to build a fully integrated healthcare IT system. This is partly because the first and second wave of IT adoption focused more on processes and less on patient needs. Still, programs like the N3 communication network in the United Kingdom and the secure telematics platform in Germany have created powerful infrastructures that have the potential to support the third wave of digital services in healthcare—but only if stakeholders take the appropriate next steps.

 

Now that patients around the world have grown more comfortable using digital networks and services, even for complex and sensitive issues such as healthcare (successful websites DrEd, PatientsLikeMe, and ZocDoc are just three examples of this trend), we believe the time has come for healthcare systems, payors, and providers to go “all in” on their digital strategies. The question is, where should they start?

 

[...] Success in the third wave of digital depends very much on first understanding patients’ digital preferences in both channel and service. But many digital healthcare strategies are still driven by myths or information that is no longer true. We interviewed thousands of patients from different age groups, countries, genders, and incomes; respondents had varying levels of digital savvy. Our research revealed surprising and actionable insights about what patients really want, which can in turn inform how healthcare organizations begin their digital patient-enablement journey. Here, we present five of those insights.

Myth 1: People don’t want to use digital services for healthcare

Many healthcare executives believe that, due to the sensitive nature of medical care, patients don’t want to use digital services except in a few specific situations; [..] . In fact, the results of our survey reveal something quite different. The reason patients are slow to adopt digital healthcare is primarily because existing services don’t meet their needs or because they are of poor quality. [..] 1 more than 75 percent of respondents would like to use digital healthcare services, as long as those services meet their needs and provide the level of quality they expect (Exhibit 1).[..] Of course, nondigital channels will continue to be relevant and important, so digital channels will have to be embedded in a well-thought-through multichannel concept.

 

Myth 2: Only young people want to use digital services

[..] however, that patients from all age groups are more than willing to use digital services for healthcare (Exhibit 2). In fact, older patients (those over 50) want digital healthcare services nearly as much as their younger counterparts. More than 70 percent of all older patients [..] A recent report from the European Union2 suggests that service type—not just channel—should be segmented by age; [..]

Myth 3: Mobile health is the game changer

[..] our survey shows that demand for mobile healthcare is not universal. It is therefore not the single critical factor in the future of healthcare digitization [..]

 

Myth 4: Patients want innovative features and apps

[..] But the core features patients expect from their health system are surprisingly mundane: efficiency, better access to information, integration with other channels, and the availability of a real person if the digital service doesn’t give them what they need. [..]

 

Myth 5: A comprehensive platform of service offerings is a prerequisite for creating value

 

When going digital, many institutions—not only those in healthcare—think it is necessary to “go big” before they can achieve anything; they believe they must build a comprehensive platform with offerings along the entire spectrum of customer services. But our survey finds that it can be smarter to start small and act fast (Exhibit 4). [..] Surprisingly, across the globe, most people want the same thing: assistance with routine tasks and navigating the often-complex healthcare system.[..]patients most often cite “finding and scheduling physician appointments"[..] selecting the right specialist and support for repetitive administrative tasks such as prescription refills. What most of these services have in common is that they do not require massive IT investments to get started.

The third wave of digitization in healthcare: Getting started

Three steps can help healthcare companies begin their journey toward the third wave of digitization.
The first step is to understand what it is that patients really want and the best way to give it to them. [..]
Next, organizations should segment their services according to basic criteria such as the amount of investment required, estimated patient demand, and value created through the service.[..]
And finally, just like organizations in other industries, healthcare companies should continually add new services to keep patient attention and build value. Once patients are familiar with the general idea of digital-service provision, organizations can begin offering more complex, high-value services, such as integrated-care companion apps or mobile health records....


Via rob halkes, Michael Seres, Sam Stern
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rob halkes's curator insight, July 16, 4:11 AM

Great Survey results, aligning with what experts already thought. Results generated by Germany, Singapore and the UK, but believed to be representative of patients in these advanced markets (!).

Results tell us this:

  • Age of patients does not influence the desire to find health services on line - the differences between age groups regard preferences for channels and for content: in any case directly related with the very health condition of the patient;
  • Current, initial expectations of patients regard convenience services first, like ability to make appointments on line and service with prescription refills - but there's indication that expectations will rise with accustomed use of available offerings;
  • This means that a developmental process of creating and rendering services allows for both the health care organization and its patients to grow into more complicated patterns of digital services. It also makes way for gradual implementation of the very development. So each organization may create its own path in digital development, internally and with external digital service delivery;
  • It implies that there is no dominance as in "need-to-have" of specific digital services  - no organization needs to jump to hypes, as they perceive them, but the very need is to do and take your own roadmap with digital;
  • Even stronger, the roadmap to digital is better guided with the concept of eHealth, that in fact entails every aspect of digital service provision in health care, from a facilitative level of making appointments, through information support, health records, wearables and monitoring, up to interaction, data exchange and communication. The authors acknowledge that there is no one concept needed of a one comprehensive platform (myth 5);
  • So one's development into one's own configuration is the best way to move forward. But, indeed there are two conditions:
    - it better be well thought off: early steps may generate but also limit consecutive steps, so a general design of one's view on eHealth will be helpful, and
    - each patients does prefer his or her own selection and (developmental) way into further uses. This implies that the very digital platform needs to allow for such. That strengthens the need to apply experience-co-creation methods of development.   

In short: we know where to move, we know how to create it, let's go for it.
Get in contact here



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Doccto – Flip the clinic, ou comment réinventer la relation médecin-patient pour une consultation plus efficace

Doccto  –  Flip the clinic, ou comment réinventer la relation médecin-patient pour une consultation plus efficace | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
« Flip the clinic » (traduire « inversez la consultation ») est un projet lancé en mars 2014 aux Etats-Unis, à l’initiative de la Fondation Robert Wo

Via Hélène Introvigne, Fabrice Vezin
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Hélène Introvigne's curator insight, May 17, 11:03 AM

La classe inversée étendue aux relations médecins-patients, intéressant !  

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Physician-Centric Mobile Communication Solutions Coming to Houston

Physician-Centric Mobile Communication Solutions Coming to Houston | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Everything is bigger in Texas, including mHealth technology.
On Tuesday, DocbookMD — a HIPAA-secure mobile communication company — announced plans to aggressively push its innovative solutions across the Lone Star State.

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“The Digital Doc” today's mhealth, and what doctors ...

“The Digital Doc” today's mhealth, and what doctors ... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
In a recent study conducted by MedData Group, a healthcare marketing firm in Massachusetts, 2/3 of American doctors surveyed use mhealth apps while on the job. Nearly 50% of these doctors say they use mobile apps to ...

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A Case For Digital Transformation In The Pharmaceuticals Industry

A Case For Digital Transformation In The Pharmaceuticals Industry | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Digital Transformation in the pharmaceutical industry provides the means to, not only revise its business model, but also increase its relevance to its ultimate customers – patients, physicians and other consumers of its products and services.

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88% of Biz Are Undergoing 'Digital Transformation,' Study Says

88% of Biz Are Undergoing 'Digital Transformation,' Study Says | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

A new report, The State of Digital Transformation, released today by Brian Solis of Altimeter Group, discusses the phenomenon of "digital transformation" a


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Pharma industry and social media: new scenarios

Pharma industry and social media: new scenarios | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Social media have opened a new channel of communication for pharma industry, making possible that direct communication could be their way to contact to their final clients, patients. Social media could help brands to consolidate and improve people's reliability on them but also they could injury their image, because of the power that users have on making all messages viral. It happened to a powerful pharma company, when, having been at the forefront of a corruption episode in China, their news spread like wildfire through social media and they lost millions of dollars in the stock market.

Pharma industry regulatory organisms have tried, recently, to set standards to regulate companies activity in social media. USA's Federal Drugs Administration (FDA) is the last one who has published guidelines, through the Office of Prescription Drug Promotion (OPDP). Particularly, these guidelines make recommendations in two fields:

  • Presentation of risks and benefits of a prescription drug in social media, in channels with limitation of characters (Twitter, payment links in search engines as Google and Yahoo). FDA establishes (see guide) that pharma should include in their official accounts information about drug's risks and give to consumer the possibility to access to further information about these risks.
  • Correction of mistaken information published by third parties about prescription drugs and medical devices (see guide). It allows companies to correct information about their products that they consider is mistaken, in pages like, for example, Wikipedia.


Mobile Health Global has talked to two experts in pharma digital marketing in the United States. John Mack, Pharma Guy (blog), and Richard Meyer (blog), who have given us their views about both guidelines published by FDA.

John Mack (@pharmaguy)

John Mack

Pharma Industry had waited for more than five years for the publication of these use guidelines of social media by OPDP, after a public audience in 2009, where the stakeholders of this field gave their opinion. In my view, first guideline blocks pharma activities in social media, while second one opens a possibility. First one is a bit diffuse and it does not specify how much information about risks is necessary. This fact could limit companies' action, who won't risk to fail.

There are some aspects that have not been addressed, as information showed in Twitter through mobile devices -different from a computer- (for example, to watch images it is necessary to click them) and new Twitter functionalities, as Cards, which allow users to include more information (article about this subject).

Second guideline gives pharma industry what it was demanding, it allows the industry to correct mistaken Wikipedia's information. However, if companies do not work aligned with Wikipedia -for example, assigning an editor who interacts officially with this source-, efforts to correct or update information perhaps will be ignored or some months would be necessary for Wikipedia to make changes.

I think that, despite these suggestions, companies that have been proactive in social media will keep being proactive, while those who have been wary of being there, will continue with this attitude.

Richard Meyer (@richmeyer)

Richard Meyer

Pharma industry marketing is now in a crossing. To arrive to patients they need a digital strategy but, because of the financial pressures and the way how they are focused on in the ROI (Return of Investment), I do not think that big companies would take the risk of implementing a social media strategy in a channel that ROI has not proved.

The real power of social media for this industry is that this channel connects it with patients and improves public's reliability. Despite barriers that budgets and resources put up, it is important to be there.

In my opinion, guidelines proof that FDA do not understand how empowered patients make decisions about their health. No patient will take a decision only because of a content published in social media. On the other hand, each disease is a little market with singular characteristics. For example, multiple sclerosis is a really active market on the net, and their users are connected, but people with depression are not. Until marketing professionals in this industry achieve a bigger knowledge of social media and of their clients' requirements, they will let the train pass.

Spain and The United Kingdom, two contrary regulations

In Spain, the new code of practices in Farmaindustria is what makes suggestions about companies' activity in social media. Particularly, in the article 8 of this code, which talks about digital environment. 

Carmen Casado (@CarmenCasadoS)

As Carmen Casado's (@CarmenCasado) view, who is a lawyer specialized ICT on health field, the new pharma industry code, entered into force last 1st January, could have developed better aspects about social media: "This reform would have been a great opportunity to clarify differences between general and sectorial regulations, particularly about the responsibility of contents and the obligation of the industry on tracking social media. This obligation exists both in media and own networks and in foreign ones, because the challenge is in controlling what we say about us but also what other people say about us and our products.

Spanish code establishes that pharma companies are responsible of the contents they spread through channels they direct or indirectly control or exclusive or mainly finance - but not of the contents about the company or their products that are issued by third parties in digital environment, as United Kingdom code specifies. Pharma industry code also encourages companies to create guidelines and behavior rules for company's workers who interact in digital environment.

A more confined activity by British regulatory organism

Prescription Medicines Code of Practice Authority (PMCPA), regulatory organism for pharma industry in the United Kingdom, published a guide about digital communications in 2011 (updated in 2014), where it confines the activity of the industry in social media. As Casado says, "In the United Kingdom they know that, because of the particularities that internet has and its strict regulatory framework in advertising and pharma security, it is necessary to specify the activity of this industry in social media. There are already resolutions about the use of Twitter". And she adds that "I think that in Spain it could have been regulated similarly to United Kingdom's model".

British guide stablishes that industry can provide information to public through social media. It also obligates companies to register adverse effects of their medications that they could receive from social media and to inform of them in their websites.



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The pharma Singularity is near

The pharma Singularity is near | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The concept of singularity has a number of definitions, including those deriving from astrophysics and mathematics. However, it is now most commonly used in the sense popularised by Ray Kurzweil, n...
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'Lentilles intelligentes': Novartis s'allie à Google

'Lentilles intelligentes': Novartis s'allie à Google | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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Novartis conclut un accord avec Google sur sa technologie de "lentilles intelligentes"

Novartis conclut un accord avec Google sur sa technologie de "lentilles intelligentes" | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
(AFP) - Le groupe pharmaceutique suisse Novartis a annoncé mardi que sa filiale dédiée à l'ophtalmologie avait conclu un accord de licence avec...
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Johnson & Johnson partners with Organovo to consider 3D-printing living tissue

Johnson & Johnson partners with Organovo to consider 3D-printing living tissue | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The partnership centers around using bioprinted tissue to discover new drugs. The announcement comes ahead of Organovo's commercial launch later this year.

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Loic Bertin's curator insight, July 27, 10:01 PM

Acélébration des partenariats santé et technologie. 

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ZS associate report exec summary : rep access keeps decreasing opening opportunities to new channels

Despite incipient signs of leveling off, pharmaceutical rep access to physicians continues to decline, particularly in certain specialties and areas of the country. Overall, close to half of all doctors in the United States are now considered “access restricted” to varying degrees. Does that figure constitute a point of no return for physician access, a need for pharma companies to reinvent access strategies, a reconsideration of “access” entirely—or all of the above?


Via Olivier Delannoy, eMedToday
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Bettina Gifford's curator insight, July 25, 4:31 PM
New ways to communicate with physicians are needed...digital anyone?
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Point-of-care apps: How docs can make the most of eight minutes

Point-of-care apps: How docs can make the most of eight minutes | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
John Cox
Eight minutes. That’s approximately how long new doctors spend face-to-face with patients today.

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Why the Time is Ripe for Pharma to Embrace Mobile

Why the Time is Ripe for Pharma to Embrace Mobile | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Medical Marketing and Media
Why the Time is Ripe for Pharma to Embrace Mobile
Medical Marketing and Media
Go beyond the standard 300x50 or 320x50 mobile default. 300x250 ads adapt beautifully to smartphone browsing.

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Bettina Gifford's curator insight, July 24, 3:09 AM

www.hcpmeetings.com.au - perfect for mobile digital marketing

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Even Though There Are Fewer Sales Reps, More Physicians Deny Rep Access

Even Though There Are Fewer Sales Reps, More Physicians Deny Rep Access | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
According to the spring 2014 AccessMonitor™ report from global sales and marketing consulting firm ZS Associates, pharmaceutical access to physicians continues to decline.

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Digital Advances: Healthcare Professional Demand versus Pharmaceutical Industry Supply of Digital Resources

Digital Advances: Healthcare Professional Demand versus Pharmaceutical Industry Supply of Digital Resources | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
This 29-page research report is based on an independent study conducted in April 2014 by EPG Health Media, publisher of epgonline.org (the website for healthcare professionals).

The study includes two sample groups; 326 healthcare professionals (HCPs) and 146 pharmaceutical industry marketers (including pharma company and agency) and is designed to provide insight into factors surrounding HCP demand and pharma supply of digital resources.
- See more at: http://www.epghealthmedia.com/industry-reports/digital-demand-versus-supply/#sthash.EULwUre0.dpuf

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Sven Awege's curator insight, July 23, 3:51 AM

Some excellent insights in this free report.

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Etude: 31% des visites proviennent de la recherche organique

Etude: 31% des visites proviennent de la recherche organique | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Différentes statistiques indiquent que la recherche payante est en hausse constante tout comme la proportion de mobinautes. Statistiques dans l'article.

Via Matthieu BOYER
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Rheumatologists – loving smartphones?

Rheumatologists – loving smartphones? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

[vc_single_image image=944 image_size=full frame=shadowframe full_width=no lightbox=no image_link=http://digitalinsightsgroup.c...


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Gilbert Faure au nom de l'ASSIM's curator insight, July 22, 6:06 AM

brand sites visited by rheumatologists are immunology drugs related!

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Google s’associe à Novartis pour ses lentilles connectées

Google s’associe à Novartis pour ses lentilles connectées | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Le projet Google de lentilles connectées n’est plus vraiment un secret pour personne : nous vous avions déjà parlé de cette nouvelle technologie et des usages qui pouvaient en être faits.

Via L'Info Autrement, Giuseppe Fattori
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New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical Marketing Continues to Drive Brand Awareness, Favorability and Conversions

New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical Marketing Continues to Drive Brand Awareness, Favorability and Conversions | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation consultancy Evolution Road LLC.

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Novartis, Google to Develop 'Smart' Contact Lens

Novartis, Google to Develop 'Smart' Contact Lens | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Swiss drugmaker Novartis has struck an agreement with Google to develop “smart” contact lenses that would help diabetics to track their blood glucose levels or restore the eye'...

Via Marc Phippen, Rémy TESTON
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COM SALUD's curator insight, July 17, 1:57 AM

Cada día aparecen nuevos dispositivos que pueden incorporarse al cuerpo y que mejoran la calidad de vida. Los cyborg serán una realidad en pocos años.

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Lentilles intelligentes : Novartis passe un accord avec Google

Lentilles intelligentes : Novartis passe un accord avec Google | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
L'avenir de la médecine sera bionique. Le groupe pharmaceutique suisse Novartis en est convaincu, qui vient de passer un accord de licence avec...
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