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Health Info on Internet Undermines Physicians, Pharma Companies

The dominant role of the Internet as source of information poses a challenge to the German healthcare sector, particularly for doctors and the pharmaceutical industry.


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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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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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20 chiffres des tendances du marketing internet en 2014 - #Arobasenet

20 chiffres des tendances du marketing internet en 2014 - #Arobasenet | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Selon certaines prévisions, les marketeurs avisés vont développer davantage leur stratégie de visibilité internet sur les réseaux sociaux durant l'année 2014.

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Pharma execs gear up for the digital revolution

Although technology has always been a key driver of change in healthcare – think intelligent prosthetics and big data – digital medicine is set to transform the global healthcare industr

Via Aleksandra Misiorowska
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New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical

New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical ...
MarketWatch
RESTON, Va., July 10, 2014 /PRNewswire/ -- comScore, Inc.

Via Thomas Faltin, eMedToday
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Digital to Pass 25% of Global Media Spend for First Time

Digital to Pass 25% of Global Media Spend for First Time | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Marketers will continue to pour more money into mobile and digital this year.


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Bettina Gifford's curator insight, July 10, 8:45 PM

choosing a direct channel like www.hcpmeetings.com.au in Australia maybe the answer? 

Rescooped by Lionel Reichardt / le Pharmageek from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Patient insight essential for digital marketing

Patient insight essential for digital marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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...

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

Via Richard Meyer, Art Jones, eMedToday
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Art Jones's curator insight, July 7, 7:59 PM

#TheFutureofHealthcare

Bettina Gifford's curator insight, July 12, 6:25 PM

The healthcare digital revolution is happening..

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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, 9:06 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, 4:57 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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L’e-mailing en six conseils (Infographie)

L’e-mailing en six conseils (Infographie) | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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.

 


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Le digital maintient son niveau de croissance

Le digital maintient son niveau de croissance | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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LinkedIn, HCP communities and facebook matter most to the 56% of clinicians who use social professionally

LinkedIn, HCP communities and facebook matter most to the 56% of clinicians who use social professionally | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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.


Via Andrew Spong, eMedToday
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For pharma, the era of multi-channel marketing, closed loop marketing, sales force effectiveness, and market access is over

For pharma, the era of multi-channel marketing, closed loop marketing, sales force effectiveness, and market access is over | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The era in which pharma could expect to be able to speak of 'multi-channel marketing', 'closed loop marketing', 'sales force effectiveness', or 'market access' without being called out as to their ...

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Le binôme labo/pharmacien a-t-il de l'avenir?

Le binôme labo/pharmacien a-t-il de l'avenir? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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.

Via Stéphanie Chevrel
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Servier lance l’application mobile Cardiological

Servier lance l’application mobile Cardiological | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Le laboratoire Servier lance une nouvelle application mobile pour accompagner la relation médecin-patient autour des pathologies cardiovasculaires : Cardiological. Découverte. Pour aider les patien...


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