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How Digital is Pharma? | Thought leadership and innovation for the Pharmaceutical Industry

From social.eyeforpharma.com

Digital transformation will impact pharma in many ways, not least through innovation in medical technology, customer experience for both patients and healthcare professionals, and platforms to facilitate and measure outcomes-based care. What is clear is that companies will need a deep understanding of the digital world and improved internal skills if they are to succeed.

To better understand how ready companies were for the digital tidal wave, a year ago, we looked at the digital intensity of pharma companies, and highlighted J&J’s strength and the slower response of others, such as AstraZeneca and Pfizer. To measure digital intensity, we looked at the number of employees who referred to ‘digital’ in their LinkedIn title.

In February, we repeated the analysis for a third year; the big news is that Bayer has joined J&J/Janssen at the top of the table, with 4.8 digital employees per thousand, an increase of 150% since 2015 when it went public with its digital transformation project.

Examples of Bayer’s external actions include a more relaxed/digitally native voice on social media and the grant4apps program that encourages external innovation, while, internally, it has run hackathons and worked to change its culture. It will be interesting to see how this momentum and focus changes while integrating with Monsanto.

J&J continues to invest in digital and remains ahead – but only just. Recent external actions included a sleep tracking and coaching system for babies, and investments in StartUp Health and an ADHD app in Japan. It has also added positions focused on digital health at its innovation labs.

Novartis’ growth has levelled off; it is likely bedding down a number of organizational changes and trying to prove the effectiveness of its current approach. It recently announced the launch of a connected inhaler with Propeller Health, which now has five partnerships with pharma companies. Also, the company has stated an interest in moving to outcomes-based payments, so it will be interesting to see how it uses digital in this space.

Eli Lilly continued its strong growth on our measure of digital intensity, and has made some external investments including a connected Epi Pen. Sanofi and GSK remained the middle of the pack; an interesting example is GSK’s partnership with 2Morrow, which allows patients to order nicotine patches free from an app, a model of patient convenience and a break with the doctor as gatekeeper that others could follow.

The digital divide between Roche and Genentech identified last year continued [1], with Roche growing by 29% and Genentech staying steady. Roche has invested in capabilities to improve clinical trial efficiency as well as its digital marketing and multichannel capabilities.

Pfizer also saw strong growth, moving it out of the bottom three. In addition to marketing capabilities, like Roche, it has invested in digital capabilities in clinical trials. Pfizer’s low position was taken by Abbvie, which has moved down the table from third two years ago due to a lack of significant changes on this measure.

Merck and AstraZeneca remain at the bottom. Merck grew 36% and has a number of investments, with the Merck Global Health Innovation Fund in workflow, behavioral change and chronic care support that could be support future moves. AZ was flat in numbers but launched AZHelps to support patients with information and access for its medicines and basic support for non-AZ medications.

We’d love to hear how you think the digital title reflects the true commitment of these companies and how it compares to the changes you’ve seen in the last 12 months.

Douglas Haggstrom is an Independent Consultant and Tina Boggiano is Principal Consultant, Life Sciences, at PA Consulting Group.

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Facebook's Invite-Only Health Summit for #Pharma. Are You Invited?

From www.cnbc.com

Facebook is hosting an invitation-only summit dedicated to health on June 6 in New York, according to a source familiar with the matter. CNBC tracked down a screenshot of the invitation, which has the tagline, "Health in the era of mobile."

 

It's part of an initiative for advertisers called "Facebook Health," run by a small team reporting into former Google director Meredith Guerriero. The team includes about a dozen people based in New York, our source says, as well as others in Washington, D.C., and Facebook headquarters in Menlo Park, California, according to Medical Marketing & Media.

 

The source said the June 6 meeting is primarily geared to marketers in the pharmaceutical industry, although other health industry leaders might also be in attendance. The person expects Facebook Health to unveil tweaks to the ad product, so pharma companies can more easily plug themselves on the platform. It could focus on mobile video, as that's been a major focus for the team.

 

Our source said that Google and Twitter hired large teams to work with pharmaceutical companies on ad campaigns, but Facebook hasn't had a real seat at the table until the past year. In November, the company made its first appearance at a conference to show off its scrolling ISI feature to pharma executives. That feature allows drug companies to remain inside Facebook's limits for text and photo copy but incorporate required safety information. After the rollout, Bayer launched its first Facebook ad campaign for a multiple sclerosis drug and injector (read “Bayer's Betaseron Facebook Ad Uses a New Feature: Scrolling ISI”; http://sco.lt/77xvd3).

 

Industry reports show that pharma has been slower than other industries to shift its ad budgets from television and print to digital, making it a prime target for tech companies. The research firm eMarketer estimated in 2016 that pharma and health care marketers spent $1.64 billion on mobile and online advertising, but projected that number to rise to $2.55 billion by 2019.

 

Further Reading:

Pharma: Leadership is the most decisive factor for a digital program’s success or failure.

From worldofdtcmarketing.com

According to McKinsey Global Survey results executives most often attribute the success of digital programs to managerial factors—senior management’s interest and attention, internal leadership, go…
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Study: One-third of docs trust pharma content on HCP sites

From www.mmm-online.com

In general, physicians believe that information provided by pharma companies is difficult to find and lacking in science.
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New Paradigm of pharma industry

From www.biospectrumasia.com

KPMG has recently published a report titled ‘Pharma outlook 2030: From evolution to revolution’. Mr Ajay K Sanganeria, Partner, Life Sciences, KPMG in Singapore, shares his views on the evolving trends in the pharma industry
Florian Morandeau's curator insight, May 21, 4:46 PM

Ground breaking therapies, advances in technology, and increased access to data by patients are keys.

Drugs Approved by #FDA So Far in 2017 are Mostly Targeted to Smaller Patient Populations

From www.reuters.com

The number of new drugs approved for sale in United States and Europe has bounced back this year [so far], suggesting a marked slowdown in 2016 was an aberration rather than a sign of flagging research and development productivity.

 

The U.S. Food and Drug Administration has already cleared 21 new prescription medicines for sale against 22 in the whole of 2016 (read “New Drugs Approved by FDA in 2016 is Half the Number Approved in 2015”; http://sco.lt/55JaUb), and just nine at this stage last year.

 

The European Medicines Agency has recommended 42 compared with a 2016 total of 81, and 31 in the first five months of last year. Unlike the FDA, the EMA includes generic or non-patented drugs in its list.

 

John LaMattina, a former research head for Pfizer and a board member at PureTech Health, is unsurprised by the rebound and believes concerns raised at the end of 2016 about deteriorating drug pipelines were "far too dire".

 

Hilary Thomas, chief medical adviser at KPMG, said U.S. regulators in particular were showing an innovative approach that was helping to accelerate approvals - as highlighted by a novel decision to clear a cancer drug for the first time based on genetics, not tumor location.

 

Still, the targeted nature of many new medicines will limit the overall patient population getting the latest wave of novel drugs.

 

"What the data masks is that while there might be more approvals, the total number of people getting new drugs is probably not going to up hugely because these are more specific, personalized treatments," she said.

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Compliance is No Longer an Excuse for Healthcare to Ignore Programmatic 

From customerthink.com

Programmatic advertising refers to digital marketing that targets consumer preferences. It works by saving cookies to the web browser when certain pages are visited. This information is then used to create online advertisements that are targeting that specific consumer. This is why people often see advertisements for products they recently viewed.

How Programmatic Benefits Healthcare

Incorporating programmatic advertising can benefit the healthcare industry in a number of ways. The first and most obvious benefit is that patients and potential consumers receive focused ads. Patients won’t be bombarded with advertisements for services and products that are irrelevant to them, and providers can ensure that they are advertising only to the patients who will be interested in what they have to offer. Thus, programmatic can save both parties time and money.

Programmatic data is collected based on how consumers and demographics best receive information. Some are receptive to articles or direct links to a product page while others prefer content such as videos or downloadable educational materials. Targeted advertising can provide relevant content across all of these channels.

Perhaps one of the greatest advantages is the potential for social media to create significant marketing opportunities. Even many who are not technologically savvy have Facebook. This provides opportunities for healthcare products and services to use page advertisements and articles of potential interest.

What is Advertised and Who Benefits?

There are a wide variety of services and products that can be promoted using programmatic. Individual practitioners, medical centers, and hospitals can use it to make customers aware of their services and encourage them to participate in awareness campaigns. For instance, a consumer who previously searched for a pain management practitioner might see a social media advertisement for a local provider.

Health insurance companies can use targeted advertising to promote their services and offer customers coverage. A consumer interested in generalized health might be alerted to free health screenings or events in his current town. Manufacturers of consumer products generally used for preventative or focused care, such as walkers or bathtub lifts, can use it to promote these products with consumers who are most likely to use them. A patient in need of mental health services might receive alerts for practitioners.

Privacy guidelines are more strict in healthcare than in other industries which is a big reason the industry is one of the last to jump on board. Restrictions are placed on what can be advertised. For instance, consumers are not to be targeted for specific medications or known conditions. If a patient searches for information regarding a particular mental health concern, such as PTSD, he cannot be targeted with advertising for that condition.

Healthcare providers can benefit from programmatic to gain information concerning effective medications, treatment plans, and certifications. For instance, if a provider is due for PALS recertification, focused advertising based on automated electronic knowledge of search history and other online activity can alert him about available courses and times.

How Programmatic Can Be Used

It is true that some consumers are not happy with the concept of “smart” digital advertising as they feel it is a breach of privacy. However, the benefits seem to silence the naysayers. The obvious concerns about privacy can be laid to rest with one simple adjustment: allowing the patient to opt-in. For instance, it is difficult for a hospital to provide focused advertising without violating privacy laws. However, if the patient consents and opts into information from that entity, then focused advertising will be permitted. For this reason, it is almost unreasonable for health care centers, providers, and hospitals to not utilize programmatic advertising.

Basically, the concept for programmatic advertising remains the same whether it is being used in healthcare or other industries. In order for it to be effective, the right information has to reach the right people at the right time. Automated research and a basic knowledge of the target audience will ensure that advertising time and space is not wasted.

Programmatic must be utilized as a part of a whole marketing campaign. While it can be especially beneficial, it should not be the only marketing focus. A properly researched and implemented strategy will effectively utilize targeted digital marketing and ensure the highest opportunity for success.

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Otsuka, Proteus resubmit FDA application for novel drug-device combination

From www.mobihealthnews.com

One year after the FDA declined to approve Proteus Digital Health and Otsuka's new sensor-embedded formulation of Otsuka's antipsychotic drug Abilify, the companies are giving it another shot, resubmitting the application with additional information.
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Top 10 de la pharma mondiale (2) : une année de consolidation en demi-teinte

From pharmanalyses.fr

Six des dix leaders de l’industrie pharmaceutique mondiale ont enregistré un chiffre d’affaires supérieur à 30 milliards de dollars (27,27 milliards d’euros) en 2016. Au total, le top 10 de l’indus…
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Le marché français du médicament en petite forme #hcsmeufr

From www.lefigaro.fr

La baisse des prix pénalise les officines alors que les ventes aux hôpitaux restent dynamiques.
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Comment allier GDPR, Big Data, Intelligence artificielle et IoT ? #hcsmeufr

From www.economiematin.fr

Avec l’explosion de l’IoT, du Big Data et de l’intelligence artificielle, les entreprises doivent disposer de plateformes pour exploiter leurs données conformémen
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Y a-t-il un problème avec la pharmacovigilance à la française ? #hcsmeufr #BigData

From www.lemonde.fr

Pour l’hépato-gastro-entérologe David Zeitoun, une « surveillance molle » des effets secondaires des médicaments n’est pas acceptable : il faut s’appuyer résolument sur le big data.
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The Top 7 Pharma Social Media Best Practices of 2017 | Klick Health

From www.klick.com

Your pharma social media heroes (#psmh) Brad and Spitz recently shared top line insights from this year’s “Best Practices” landscape analysis a
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Médicaments : la Chine devient deuxième consommateur mondial

From www.lefigaro.fr

La Chine dépasse le Japon et devient numéro deux derrière les États-Unis pour la consommation de médicaments prescrits. Le marché mondial a dépassé 1000 milliards de dollars en 2016.
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Pharma Must Embrace Its Social Media Role

From www.pharmexec.com

The absence of pharma brands on social media creates a significant void of reputable healthcare information to aid patients, writes Dawn Lacallade, LiveWorld.

Social media permeates virtually every aspect of a person’s digital life. Patients are using social media as a major source of information and an integral part of their healthcare research journey. It is therefore imperative that pharma companies be present on social media to provide full and balanced information to consumers.

 
To understand how social media channels can best benefit patients, it is important to understand the patient journey and the needs that drive people to use social media as a source of information.

When patients begin having symptoms, they will often begin a digital research journey, which includes searching social channels. Their initial discoveries often occur before or in parallel with a healthcare professional (HCP) visit. The subsequent HCP diagnosis then triggers a second wave of research. Newly-diagnosed patients go online to seek more information about their conditions from both credible sources, and from people like themselves — this patient’s emotional story can attest to the healing power of social support.

Over the past 20 years, social media has played a significantly larger role in healthcare research and support. It is especially helpful for patients with chronic, recurrent disorders, such as psoriasis or arthritis. If patients continually vent their frustrations about their disorder to friends and family, they tend to fatigue their personal support system, which is why social media groups become a key source of patient support.

A patient's journey on social media to research and understand the afflictions, as well as connect to other patients.

As patients share their stories, they become a significant source of information to those actively seeking their perspective. But at times this information can be incorrect, unbalanced, and even irrelevant to someone whose condition is even just slightly different. While their symptoms may appear consistent, it’s often difficult for an untrained patient to have a clear understanding of what is on-label and accurate for their particular condition.

With current FDA guidance, pharma companies aren’t able to easily join the conversation to provide accurate, balanced information. Regulations mandate that, within a single social post, brands must provide accurate details on the benefits and risks associated with conditions and products. Given the character limits associated with many social communication channels, most pharma companies stay out of the conversation entirely. This means that when patients take to social media, the information they find may not necessarily be from reputable, accredited sources. It may be marginally inaccurate at best, significantly harmful at worst.

To illustrate the magnitude of unregulated misinformation in social channels, I was part of a recent review of comments on the drug Cialis on Twitter. We found that a full 49% of mentions were from illegal pharmacies that often include only benefit information, or incorrect information in their tweets. An additional 8% of comments were from individuals talking about Cialis and the benefits with no balance. This second group was highly concerning, because of the high instance of off-label or unlabeled secondary benefits they may have incorrectly attributed to Cialis. In addition, 11% of tweets were about negative perceptions that ranged from actual adverse events (2%) to negative effects of long-term use. In all, only 2% of the information about Cialis on Twitter was credible. (Note: 15% of the comments were not applicable.)

It is more important than ever to add to the sources of credible, high-quality information on health conditions, their treatments, and drugs available. It’s crucial for pharma companies to provide balanced and credible information on social media, so they can take part in the patients’ digital research journey.

Dawn Lacallade is LiveWorld’s Chief Social Strategist and Pharma Practice Lead.

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Pfizer launches antibiotic resistance surveillance website

From www.pmlive.com

Pfizer has made an online move into the fight against antimicrobial resistance with the launch of a new online and mobile information resource.

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DRG Digital Says #Pharma Should Dial Down Promotion & Dial Up Education for Docs to Regain Their Trust

From www.drgdigital.com

DRG Digital - Manhattan Research's Taking the Pulse® U.S. 2017 study asked 2,784 U.S. physicians across 25+ specialties about their use of emerging technology, how they find information and make decisions, and what they want from pharma companies. The aim of the study is to help marketers refocus their digital efforts on what works and plan more effective multichannel campaigns.

Lead analyst Kelly Pinola comments,  "Pharma needs to dial down the promotional messaging and lead with valuable educational resources in order to regain physician trust. The good news for pharmas is that there’s an opportunity here for them to differentiate themselves as truly user-centered organizations, since this is a problem we’re seeing across the industry.”

Three key findings for marketers are highlighted in the infographic.

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We Don’t Know What Digital Transformation Is, But We Need It!

From www.emarketer.com

Most executives agree that a digital transformation is necessary to remain competitive, keep pace with disruptive technologies and evolve with shifting consumer expectations. Still, many are unsure of how to start the process, or even what it entails.

 

eMarketer defines digital transformation as the process by which business leaders harness the capabilities and advances of emerging technologies to digitally reinvent their company’s operations, products, marketing, culture and goals for future growth.

 

Primary Way in Which Their Company Defines Digital According to Business and IT Executives Worldwide, Nov 2016 (% of respondents)

 

Technology is the means to transformation, not an end in itself. Instead the focus should be on setting a clear goal for the future, then setting a strategy based on that vision.

 

According to eMarketer’s latest report, “Digital Transformation 2017: Disrupting ‘Business as Usual,’” most executives believe that digital transformation is necessary, although it is not always obvious what digital transformation is—or how to approach it.

 

In fact, many executives can’t even agree on their company’s definition of digital. “If you put 20 [executives] in a room and ask them to define ‘digital,’ you are guaranteed to get 20 different answers,” said Anand Eswaran, corporate vice president of Microsoft Services and Microsoft Digital.

 

29% of respondents said digital is synonymous with the work of IT, 14% believe digital is about customer-facing technology activities and another 14% said digital refers to all investments the company makes to integrate technology across the business. The only thing clear from this survey is that there is no consensus.

 

Further Reading:

  • “McKinsey Looks at Four Keys to Successful Digital Transformation in #Pharma”; http://sco.lt/7X5AK9
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According to Edelman, 80% of People Think #Pharma Puts Profits Ahead of People

From www.edelman.com

The 2017 Edelman Trust Barometer paints a sobering picture of the state of trust around the world…[but] the healthcare industry is making slow but steady progress. Trust in healthcare, as well as in all five subsectors of healthcare we study (pharmaceutical/drug companies, consumer health/over the counter, biotech/life sciences, insurance and hospitals/clinics), is actually on the rise, gaining momentum from last year and reversing a backwards trend we saw last year for pharma (globally and in the U.S.) and biotech (in the U.S. only).

 

Pharma may be up four points in the U.S., but that gives it a score of just 51, squeaking into the “neutral” range by only one point.

 

[Meanwhile: “Pharma Industry Reputation Hits 7-Year Low According to Harris Poll”; http://sco.lt/9ACnPV This poll finds only 29% of U.S. consumers think “positively” of the pharma industry.]

 

Pharma in particular continues to face headwinds, with the Trust Barometer showing that globally:

 

  • Approximately 8 in 10 people (82 percent) believe the government needs to do more to regulate the pharmaceutical industry; and
  • 8 in 10 people (80 percent) believe that the pharmaceutical industry puts profits over people.

 

Further Reading:

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#Top 10 Pharma: Twitter Engagement Index - Listly

From list.ly

Oltre i follower .... l'Engagement Index.
It is calculated by a statistical analysis on engagement, reach, demographics, network and othe
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5 pharma multichannel marketing trends

From www.wearecouch.com

As pharma’s multichannel strategies mature, it’s essential to explore what’s next for pharma marketers. We look at five pharma multichannel marketing trends.
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GSK asthma app wins healthcare technology award 

From www.pmlive.com

GlaxoSmithKline mobile app that helps asthma patients better understand their condition and how to manage it was one of six winners at the AXA PPP Health Tech & You Awards.
MyAsthma, which was developed with UK agency The Earthworks, can track medicine usage and asthma attacks, and use location, weather and air quality data to learn what trigger’s a patient’s asthma.


An industry first, GSK’s app is the first from pharma has been approved as a Class 1 medical device and CE marked.

Denise Silber's curator insight, May 16, 3:30 AM
Key insight here is that the app is CE marked as a device.

DRG Digital Says #Pharma Should Dial Down Promotion & Dial Up Education for Docs to Regain Their Trust

From www.drgdigital.com

DRG Digital - Manhattan Research's Taking the Pulse® U.S. 2017 study asked 2,784 U.S. physicians across 25+ specialties about their use of emerging technology, how they find information and make decisions, and what they want from pharma companies. The aim of the study is to help marketers refocus their digital efforts on what works and plan more effective multichannel campaigns.

Lead analyst Kelly Pinola comments,  "Pharma needs to dial down the promotional messaging and lead with valuable educational resources in order to regain physician trust. The good news for pharmas is that there’s an opportunity here for them to differentiate themselves as truly user-centered organizations, since this is a problem we’re seeing across the industry.”

Three key findings for marketers are highlighted in the infographic.

No comment yet.