KEY TAKEAWAY: GWI Social examined the very latest figures for social media engagement, social behaviors and trends within the social space. Among the key findings…filling up spare time is the main reason for using social media among 16-24s, while older groups see these platforms as a way to keep up with friends and the news. But is social media right for pharma?
Almost every internet user can now be reached via social media – 94% of digital consumers aged 16-64 say they have an account on at least one social platform and 98% have visited/used one within the last month. So then, is social media a channel for pharma to reach patients?
Pfizer is using Facebook as an ad platform, but are men really going to click on the ad because Viagra now comes in individual dosage envelopes?
Facebook has become a media rich RSS feed with users following interests and participating in social media activism via the share button. We can easily express outrage by simply sharing content we agree with but as facebook seems to know where we have been on the web and what we have done will “suggested post” health content become too intrusive?
In research, earlier this year, a lot of older facebook users were surprised to have suggested content appear in their facebook feed. A number of older women said they were offended and shocked that facebook seemed to know what health content they were researching online.
So is social media right for pharma? In some cases, yes. At a minimum pharma should be listening to what patients are saying about their product as well as competitors’ products and using the input for content that addresses questions/concerns.
As for advertising on social media there are opportunities, but rather than advertise “single packs” perhaps Pfizer would do better to talk about men’s health as a way to engage the social media audience.
The majority of patients (91%) with a chronic health condition need more help managing their disease.
One in five patients feel anxious or frustrated dealing with their chronic disease. Nearly four out of ten patients with a chronic condition admit they are only somewhat knowledgeable about how to best manage their health. A majority of patients want additional support from their providers, and nine out of 10 of those who want help managing a chronic condition say assistance from their provider would make a difference in their overall state of health.
Those responses are from a survey of 502 patients conducted by West Corp. and released in February at HIMSS 2017 in Orlando, Fla.
These findings also signal a need for more patient engagement in chronic care, and point to opportunities for healthcare organizations and providers to achieve better clinical and financial outcomes.
The emotional burden of chronic disease is challenging enough for patients. But in addition to the fear, anxiety and frustration chronic patients feel, many also say they lack the knowledge and confidence necessary to successfully manage their health.
44% of patients surveyed are only somewhat confident, at best, they are effectively managing their condition, and over half (59%) of patients with a chronic illness believe they are not doing everything they should be doing to manage their condition. As a result, one in five (20%) chronic patients rate their ability to manage their condition as fair or poor at best.
A lot of patients simply do not have a good grasp on health metrics—meaning they either don’t know what their current health metrics are, or they do not know what they should be. 43% of patients are only somewhat confident they know their current numbers for things like blood pressure and cholesterol. What’s more, even when patients do know their numbers, it is not guaranteed that they understand what those numbers mean. To make sense of health metrics and chronic disease management, patients need support from their healthcare providers
One in five patients feel they need 24-hour disease management assistance. Traditionally, chronic care has been delivered during face-to-face doctor visits. However, this outdated approach to chronic care does not support patients when and where they need help. Providers can help patients do a better job of managing their health by supporting them not just during office visits, but also at home and in daily life – where patients desire more assistance, especially online.
According to the survey, at least 70% of patients with a chronic condition would like more resources or clarity on how to manage their disease. Close to a third of patients say a better understanding of how to change unhealthy behaviors (35%), a more individualized treatment plan (33%) or tips and tools for handling their condition (31%) would help them be more effective in their treatment.
Providers must seize engagement opportunities
There are many different ways providers can engage patients and support them between visits. As the West survey findings show, patients desire personalized and targeted communications and information, and they also want regular check-ins from providers. Three-quarters (75%) of chronic patients want their healthcare provider to contact them regularly and alert them if anything looks wrong (only 30% of patients report receiving regular check-ins to review their progress).
Web-enabled technology such as automated surveys allow providers to routinely monitor chronic patients, escalate cases where patients are at risk, and intervene before patients reach the point of needing acute care. According to the survey, there is untapped potential for using patient surveys. Just 5% percent of providers say they use survey check-ins that ask patients for feedback about treatment plans.
Biometric monitoring devices like heart rate monitors and blood pressure cuffs offer similar benefits as patient surveys. When asked to choose between a one-way and two-way monitoring device, more patients (53%) prefer a two-way device. These tools provide additional opportunities to engage and monitor patients at home, and could be leveraged more by providers.
CMS penalties and incentives
Potentially avoidable readmissions are costing hospitals $528 million in Medicare penalties for the 2017 fiscal year. Healthcare organizations know that reducing preventable readmissions is in their best interest financially, but many do not realize that they are missing opportunities to prevent readmissions by proactively engaging chronic patients.
In January 2015, the Centers for Medicare & Medicaid Services began reimbursing chronic care management (CCM) services for qualified Medicare beneficiaries who have at least two chronic conditions expected to last longer than a year. CPT code 99490 reimbursement varies from state to state, but generally CMS reimburses at approximately $42.60 per beneficiary (every month) to physicians for implementing processes to manage patients outside of the clinical setting.
With government incentivizing chronic care management, and patients demanding it, providers can more successfully manage chronic diseases by more effectively engaging and supporting chronic patients.
Fonda Narke is director of product integration, West Corp. Healthcare Practice
Pharma marketers continued to up their social media game in 2016, according to a new report, with many embracing disease awareness and charitable causes to drive engagement across social networks.
Unmetric, a social media market intelligence company, analyzed the U.S. activity and consumer engagement of 15 big pharma brands in 2016, and it found that disease awareness was the most engaging topic across all social media and pharma companies. Specifically on Facebook, company news and milestones also captured consumer attention, while on Twitter and LinkedIn, charitable causes and health tips scored well with consumers.
“When we looked at all the campaigns, content and hashtags that worked, the broad finding that came out was that all pharma companies saw the highest engagement when talking about the things that matter to their customers—most importantly the disease or condition they’re dealing with,” Lakshmanan Narayan, co-founder and CEO at Unmetric, said in an interview. “The maximum engagement came when they demonstrated empathy for what their customer and community is going through.”
Using a weighted scoring system of likes, comments and shares to gauge engagement, Unmetric found some of the most engaging Facebook posts in 2016 were Eli Lilly's posts about its online program to save money on its insulin products; Novo Nordisk's information about the carbon footprint of diabetes products; Boehringer Ingelheim's efforts for Brain Awareness Week; and Bayer’s 360-degree view of its illuminated brand cross from its rooftop.
On Twitter, Bayer’s announcement of its Monsanto acquisition intent scored high, while a Novo Nordisk post welcoming hundreds of new employees ranked high on LinkedIn.
But while pharma has made social media strides, not every pharma brand has company accounts on all social media, according to Unmetric. All 15 brands it studied are on Twitter and 11 maintain corporate Facebook pages, but only three companies—Bayer, Boehringer Ingelheim and Eli Lilly—have Instagram accounts.
Unmetric also tracks other metrics, such as number and types of posts, reach, impressions, and customer reply time on social media. When looking at hashtags, for instance, on Facebook, campaigns like Boehringer Ingelheim’s #HiddenHeartChallenge and Eli Lilly’s #EndALZ scored high, while #WeCanICan from Bristol-Myers Squibb and #CervicalHealthMonth from Merck also did well.
“Three or four years ago, when we talked to a pharma company, they would be relatively reluctant to get onto social networks because of all the regulations,” Narayan said. “It’s interesting to see how far we’ve come since then with what brands now say and do on social networks, and in general, brands speaking for a cause is really what strikes a chord the most.”
Operating extensively within the digital healthcare industry, both as a startup, as well as a digital marketing agency supporting global pharmaceutical companies has taught us that both have a need that the other can readily offer.
As pharma and consumer healthcare companies are quickly realising, the future of healthcare lies in the technologies of tomorrow. For digital healthcare startups on the other hand, the opportunities to see their dreams realised have never been more exciting. So, how and why can both the pharma company and the startup make positive headway here.
Paris, le jeudi 6 avril 2017 - Depuis décembre 2004, la promotion de médicaments auprès des professionnels de santé déployée par les laboratoires pharmaceutiques, autrement appelée « visite médicale », doit être certifiée conformément à un référentiel de la Haute autorité de santé (HAS). Cette charte de qualité signée entre les pouvoirs publics et les industriels définit notamment les principes à respecter en termes d'information délivrée aux professionnels de santé, de déontologie [...]