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How To Create A Digital Marketing Strategy

How To Create A Digital Marketing Strategy | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Where is the starting point in such a mission?

Already from the title I'm a little concerned that we're going to create isolation. Yes, I'm a digital geek, but to really shift the needle digital is only part of multi-channel. If we want Pharma to have a meaningful impact on their target audience we need to start upstream.

This article is however an excellent read as there is alot of structure and great elements that are all part of the magic that is needed in delivering results.


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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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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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What's pharma's impact on the mobile health app space? These 3 graphs offer some clues

What's pharma's impact on the mobile health app space? These 3 graphs offer some clues | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
A report highlighting the mobile health app landscape charts pharma companies that have produced the most apps, such as Bayer, Merck and Novartis.

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La pharma a investi plus de 6 milliards en R&D en 2013 en Suisse - Bilan

La pharma a investi plus de 6 milliards en R&D en 2013 en Suisse - Bilan | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Bilan
La pharma a investi plus de 6 milliards en R&D en 2013 en Suisse
Bilan
La pharma a investi plus de 6 milliards en R&D en 2013 en Suisse. 4 Juillet 2014.

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EFPIA - Mobile apps and pharma: health in your pocket

EFPIA - Mobile apps and pharma: health in your pocket | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Since 2010, pharma investments in smartphone apps, social media platforms, and wireless devices have constantly grown, according to the Ernst & Youngs annual global pharmaceutical report.

Here is a list that will give you a taste of how pharma approached mobile apps in 2013 –among the 50 apps belonging to the pharmaceutical industry in the Apple app store.


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Patients Want Digital from Pharma | PM360

Patients Want Digital from Pharma | PM360 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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.

Read the full Accenture report here.



Via Laurent FLOURET, dbtmobile
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Laurent FLOURET's curator insight, July 2, 3:30 AM

At this stage, it is beyond the wake up call...

Bettina Gifford's curator insight, July 2, 3:55 PM
Are you meeting patient needs with digital support?
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Interview : Social Media Use for Multi-Channel Pharma Marketing

Interview : Social Media Use for Multi-Channel Pharma Marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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:

i) Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices (June, 2014)
ii) Internet/Social Media Platforms: Correcting Independent Third-Party Misinformation About Prescription Drugs and Medical Devices (June, 2014)
iii) Fulfilling Regulatory Requirements for Postmarketing Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics (January, 2014)
iv) Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices (December, 2011)

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.



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When the “Digital Physician” is Just the…Physician

When the “Digital Physician” is Just the…Physician | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Via Ash Rishi, eMedToday
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Alexandre Gultzgoff's curator insight, June 30, 8:52 AM

again US insights, but at least some good points which may deserve our thoughts

Rescooped by Lionel Reichardt / le Pharmageek from mHealth- Advances, Knowledge and Patient Engagement
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Is Wikipedia’s medical content really 90% wrong?

Is Wikipedia’s medical content really 90% wrong? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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.


Via Giuseppe Fattori, eMedToday
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Andrea Robotti's curator insight, July 3, 7:19 AM
Sicuramente questa pubblicazione della Cochrane è solo l'inizio di un lavoro che porterà ad una più ampia e completa valutazione di cosa sia presente a livello di Wikipedia, ma NON E' UN BUON INIZIO!
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Medical education website 'Univadis' launched in India - Delhi Daily News

Medical education website 'Univadis' launched in India - Delhi Daily News | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
TheHealthSite Medical education website 'Univadis' launched in India Delhi Daily News MSD has joined hands with leading medical journal, The Lancet, to bring content in the form of articles, news, research papers, medical advancements, videos, and...

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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.

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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.


Via Angel Gonzalez
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Bettina Gifford's curator insight, July 10, 5:45 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, 4:59 PM

#TheFutureofHealthcare

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If patients aren't responding to your digital activity, it's probably because they think it's no good

If patients aren't responding to your digital activity, it's probably because they think it's no good | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Patients who are slow to respond to pharma's digital healthcare initiatives are not ignoring you. They just think that your existing services don't meet their needs, or are of poor quality, or both


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Health innovation: When big ideas meet big pharma

Health innovation: When big ideas meet big pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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. 


Via Alex Butler, Rémy TESTON, Pharmacomptoir / Corinne Thuderoz, Pierre-André Fontaine
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Rowan Norrie's curator insight, July 7, 12:34 AM

Cosnider this - "Today's 10-year olds could be the first generation to have a lower life expectancy than their parents."

Rescooped by Lionel Reichardt / le Pharmageek from Actualités monde de la santé
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Dominique Maraninchi: «Un nouveau Mediator ne doit plus être possible»

Dominique Maraninchi: «Un nouveau Mediator ne doit plus être possible» | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
En exclusivité pour Le Figaro  , Dominique Maraninchi raconte comment il a réformé l'Agence du médicament après le scandale.

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Social media fails: healthcare marketers now ask "what next?"

Social media fails: healthcare marketers now ask "what next?" | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

“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. companies spent $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 among millennials (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, Gallup alsoalso finds 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.

 



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Le CNOM et Vidal publient le deuxième baromètre sur les médecins utilisateurs de smartphone en France | esante.gouv.fr, le portail de l'ASIP Santé

Le CNOM et Vidal publient le deuxième baromètre sur les médecins utilisateurs de smartphone en France | esante.gouv.fr, le portail de l'ASIP Santé | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
94% des médecins français ont une utilisation professionnelle de leur smartphone http://t.co/sbw2K0ah75 @doctorhub @lucbaert

Via FestivalCommunicationSanté, Celine Sportisse, Philippe Loizon, Coralie Bouillot
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Mésère Eric (GIP MiPih)'s curator insight, July 4, 12:04 AM

Cette étude démontre que la Messagerie Sécurisée de Santé doit être accessible à travers les terminaux mobiles. Les professionnels de Santé utilisent de plus en plus leur smartphone comme un outil indispensable dans le cadre de leur travail.

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How do doctors spend their time online?

How do doctors spend their time online? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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...

Via Ash Rishi, eMedToday
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Pharma Marketing Blog: Should FDA or Pharma Correct/Edit Drug ...

Pharma Marketing Blog: Should FDA or Pharma Correct/Edit Drug ... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
must know about Dr. Bertalan Meskó (@Berci) and his open letter to pharma, which urged the pharmaceutical industry to employ Wikipedia editors to "funnel [their] vast resources" to help keep Wikipedia drug articles accurate and up-to-date ( read...

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