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Deux types d'activités fondamentalement différentes #médicaments #pharma

From www.lesechos.fr

La production d'un médicament relève de deux mondes qui évoluent tout à fait différemment. La fabricatio
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Big pharma turns to artificial intelligence to speed drug discovery, GSK signs deal

From ca.news.yahoo.com

The world's leading drug companies are turning to artificial intelligence to improve the hit-and-miss business of finding new medicines, with GlaxoSmithKline unveiling a new $43 million deal in the field on Sunday. Other pharmaceutical giants including Merck & Co, Johnson & Johnson and Sanofi are also exploring the potential of artificial intelligence (AI)
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Beyond KOL Marketing: Tapping Digital Opinion Influencers

From www.pharmexec.com

Pharma firms have long recognized the power of key opinion leaders (KOLs) in driving influence through traditional channels: journals, speaking events and word of mouth. The problem, however, is that healthcare providers (HCPs) and patients are acquiring information about disease and treatment in the online world – and many KOLs are not “digital opinion influencers,” or DOIs. This creates an opportunity – strategic DOI identification, outreach and management – for brand, communications and medical teams that is often overlooked or poorly addressed.

Sizing the opportunity

This opportunity is largest for pharmaceutical companies providing drugs to address chronic conditions to active patient communities, in which there are high levels of treatment innovation. For example, we recently conducted a study for a pharma client to analyze the healthcare provider DOI community across seven markets for a chronic condition. The results were notable. Of 4,000 HCPs in the community, we identified 1,400 active posters who posted at least three times in the past year. And of these, we identified 131 influencers driving the lion’s share of influence. Interestingly, more than a quarter of these were not traditional KOLs already on the client’s radar. Further, we discovered active posters regularly reached an aggregate audience of approximately 2.8 million followers and fans, many of whom were strategically important prescribers, patient prospects and payer influencers.

This example illustrates the potential power of managing relationships with a small number of DOIs, who act as a force multiplier for life sciences peer-influence programs. A traditional KOL may have influence in terms of the articles written or the conferences at which they speak, but a DOI has an outsized reach made possible through social media.

Who are DOIs?

Digital opinion influencers are influential members of a health community turned to for advice, opinions and information. Their influence flows from reach (followers), their resonance (content sharing) and relevance (topics discussed). Their distinguishing characteristic (versus traditional KOLs) is their use of social media to either create or amplify messages. DOIs are both medical professionals and non-professionals.   

In the medical world, DOIs are typically drawn to social media as a platform for building their reputations. These DOIs share opinions on therapies, discuss presentations from medical congresses and share advice on disease and patient management. Another segment — researchers and academics — frequently communicate models of disease understanding based on the latest studies. These professional DOIs have converged around Twitter as the preferred channel, particularly around major medical conferences, while simultaneously turning to closed healthcare provider (HCP) platforms for peer-to-peer discussions.

In the patient world, DOIs include patients and caregivers who typically emerge from personal experience — the quest for advice, information or connection — which transforms into a mission. Health bloggers and so-called e-patients (who take an active online role in their health) have amassed large followings, sometimes leveraging their influence to form non-profits, online media companies or patient associations. Traditional patient groups have also joined the fray, seeing new ways to reach audiences. Patient DOIs use a variety of channels (Facebook, Instagram and blogs, to name a few) and are not concentrated in a single medium (like HCPs with their use of Twitter).  

Based on our analyses for a range of pharma clients, we have found that DOIs and KOLs often exist in largely different universes, with little overlap. Typically, fewer than 20 percent of KOLs will also have a social media presence and just a handful will rank alongside DOIs in terms of online reach. In the patient world, this is to be expected as many DOIs are individuals as opposed to patient advocacy groups that would already be on a pharmaceutical company’s radar.

Identifying, profiling and engaging DOIs

 

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Teva Pharma CEO Warns Industry Faces "Huge Digital Disruption" - Duh!

From www.cnbc.com

The global health-care industry faces a "huge disruption" as technology heavyweights jostle for consumers with traditional providers, the chief executive of a major pharmaceutical company said.

 

Yitzhak Peterburg, interim president and CEO at Teva Pharmaceutical, told CNBC on the sidelines of the World Economic Forum's annual June meeting in Dalian that digital disruption is an enabler for health-care and pharmaceutical companies to serve today's customers.

 

"I am a very great believer that we are now in a huge disruption within the health-care (industry), and I think it will affect our industry," said Peterburg. "For me, the digital reform, or whatever we see, is a huge enabler."

 

Teva Pharmaceutical, headquartered in Israel, calls itself he largest producer of generic medicines. In specialty medicines, Teva has treatment for multiple sclerosis as well as late-stage development programs for other disorders of the central nervous system.

 

Big technology names have begun looking into ways they can disrupt the health-care sector through big data analytics, artificial intelligence and other technologies.

 

Earlier this month, CNBC reported that a secretive team within Apple's growing health unit has been talking to developers, hospitals and other industry groups about bringing clinical data, such as detailed lab results and allergy lists, to the iPhone. Meanwhile, it was reported in May that Amazon was hiring a business lead to figure out how the company can break into the multibillion-dollar pharmacy market.

 

Peterburg explained that pharmaceutical companies need to think about ways to navigate this changing landscape, where they face increasing competition from non-pharma players. Being good at manufacturing pills and injections is no longer enough for pharma companies, he said. Consumers, he added, have also changed and they expect very different value from pharmaceutical companies and the health care industry as a whole.

 

An employee collects newly-manufactured pills at the tablet production plant at Teva Pharmaceutical Industries Ltd.'s headquarters in Jerusalem, Israel

"Part of my competitors are not only the Novartis of the world, and the other pharmas, but really the Amazons and Googles," he said. "Like any company, we need to think about where we invest and how we invest, and what is the right time to jump into the water."

 

But the answer to the question is not straightforward

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Santé : Pierre Fabre organise le premier chatbot challenge

From www.lasemainedecastres.fr

L’engagement de Pierre Fabre dans l’innovation prend de nombreuses formes et l’e-santé est au cœur de ses réflexions. L’Université d’été de la e-santé, organisée depuis 2006 par le Centre Européen d’Entreprises et d’Innovation Castres Mazamet Technopole, est devenu u
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Diabète : Roche acquiert la plateforme de services e-santé mySugr MyPharma Editions | L'Info Industrie & Politique de Santé

From www.mypharma-editions.com

Roche vient d'annoncer l'acquisition de toutes les parts de son partenaire mySugr GmbH. Comptant plus d’un million d’utilisateurs dans le monde, mySugr est l’une des principales plateformes de services mobiles de gestion du diabète sur le marché et fera partie intégrante de la nouvelle plateforme de Roche proposant des services numériques axés sur le patient dans le domaine des soins liés au diabète.
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Influencer Marketing for Pharmaceuticals: Effective Patient Influencers

From www.wegohealth.com

Influencer Marketing – now there’s a term that wasn’t around “back in the day” when many were just starting out. So, what exactly is Influencer Marketing?

As seen on Huffington Post, Influencer Marketing “is simply the action of promoting and selling products or services through people (influencers) who have the capacity to have an effect on the character of a brand.” That is, indeed, a very simplistic way of putting it. But, while the term “Influencer Marketing” is relatively new, the concept is not and has been evolving with the times.

Turning specifically to influencer marketing for pharmaceuticals, let’s narrow the focus to how healthcare and pharmaceutical companies partner with Patient Influencers. In his article, Perspectives on Influencer Marketing in Healthcare, Matt Breese explains that “patients are, by nature, influencers. A mother influences her family’s healthcare decisions. A cancer survivor’s poignant story influences other cancer patients. A patient with a positive hospital experience influences friends and neighbors.”

Patient Influencers do often play a role in the decision-making process of fellow patients. You might ask why someone would trust a fellow patient over a representative of the healthcare or pharmaceutical industry. As Fabrizio Perrone spells out for us in his article, Influencer Marketing & the Healthcare Industry:

People look for a familiar tone that presents facts and other types of information in an authentic manner, especially when it comes to healthcare as it is a sensitive area in their lives.

Enter P2P [peer-to-peer] influencers and subject matter experts. People want to be engaged and educated by these two within the healthcare and medical communities. P2P influencers share their practical experiences in a way that makes them an appealing resource for their followers. Subject matter experts deliver complex medical information to consumers in a way that is easily understood and related to.

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Ca bouge dans la #SEP avec le programme #OnStEPs lancé par le laboratoire MERCK #SEPbyStEPs #hcsmeufr

From pharmageek.fr

Le 31 mai dernier, à l’occasion de la journée mondiale contre la sclérose en plaques,  je vous avais annoncé la soirée organisée autour du thème : « Quelle […]
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PFIZER LANCE UN SITE POUR ARRETER DE FUMER : https://www.jarrete-la-cigarette.fr #tabac #hcsmeufr

From pharmageek.fr

Pfizer lance un site pour accompagner les patients qui souhaitent arrêter de fumer. Il est nécessaire de se faire accompagner par un professionnel.
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Le secteur des biotechnologies contraint de prendre le virage numérique (étude EY)

From www.ticpharma.com

Confrontées à une baisse de leurs bénéfices en 2016, les entreprises de biotechnologies sont de plus en plus amenées à miser sur le numérique, l'intelligence artificielle et l'analyse de données pour optimiser leur R&D, selon une étude du cabinet Ernst&Young publiée le 20 juin.

Innover en misant sur le numérique ou disparaître. C'est en substance le choix qui va s'imposer à bon nombre de sociétés de biotechnologies en Europe et aux Etats-Unis, selon le rapport d'EY.

Le secteur a connu en 2016 une baisse de 52% de son bénéfice net, et une baisse de sa capitalisation boursière de 17%, selon les chiffres relayés par le cabinet de conseil.

En cause: une situation géopolitique instable (Brexit, présidence Trump et "rhétorique" hostile à la pharma durant la campagne présidentielle), une pression sur les prix toujours plus forte exercée par les payeurs, et une concurrence accrue de l'écosystème asiatique, et particulièrement chinois.

Dans ce contexte très contraint, la transformation numérique des activités des biotech pourrait constituer un élément différenciant, et donc un avantage concurrentiel.

"Il faudra tirer parti et incorporer les technologies numériques émergents dans la R&D, ou être supplanté par ceux qui le font", prévient EY dès les premières pages du rapport.

"L'intelligence artificielle et les analyses de données sont maintenant tellement avancées qu'elles promettent une amélioration de la sélection traditionnelle des médicaments et des processus de R&D. La façon dont les biotech, en particulier les plus petites, accèdent de manière optimale à ces outils reste toutefois une question importante", note le cabinet.

Avec dans le viseur, grâce à l'adoption de ces outils, une "augmentation des retours sur investissement" et la capacité à produire des médicaments à des prix "plus abordables".
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Why pharma digital budgets are stagnant

From worldofdtcmarketing.com

KEY TAKEAWAY: TV is still the king when it comes to DTC budget allocations.  Digital will still get “a budget” but until the pharma organization is realigned around digital marketing it…
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The Top 10 Trends Shaping the Future of Pharma - The Medical Futurist

From medicalfuturist.com

The medical community gradually acknowledges digital health but doesn't embrace it entirely. Familiarize yourself with the future of pharma!
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Comment Teva Santé a déconnecté ses salariés

From business.lesechos.fr

Bien avant que la loi travail n'oblige les entreprises à instaurer un droit à la déconnexion, le laboratoire pharmaceutique s'est emparé du sujet. Les contours d'une charte, devenue accord collectif, avec sa directrice juridique, Béatric
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Protection des données: la pharma se prépare au nouveau règlement européen

From www.ticpharma.com

PARIS (TICpharma) - Les laboratoires pharmaceutiques mettent en place une série d'actions pour préparer l'entrée en vigueur, en mai 2018, du règlement général européen sur la protection des données à caractère personnel (RGPD).


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Whitepaper - Global access to healthcare

From accesstohealthcare.eiu.com

The EIU examined the healthcare systems in 60 countries. Where does your stand? Learn more from our Whitepaper here.
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Les Chroniques de GILEAD - Chapitre 1 : AU NOM DE LA SCIENCE #Gilead30ans #hcsmeufr

From storify.com

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

Lionel Reichardt / le Pharmageek:

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

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Les chroniques de GILEAD - Chapitre 2 #Gilead30ans - #hcsmeufr #LesAnnéesVIH 

From pharmageek.fr

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

Lionel Reichardt / le Pharmageek:

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

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Les chroniques de GILEAD - Chapitre 1 #30ansGilead - #hcsmeufr #AuNomDeLaScience

From pharmageek.fr

A l'occasion des 30 ans de Gilead Sciences un "J'irai tweeter chez vous" spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

Lionel Reichardt / le Pharmageek:

A l'occasion des 30 ans de Gilead Sciences un "J'irai tweeter chez vous" spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

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Castres se met à l'heure de la E-santé humaine et ANIMALE #UEES17 #hcsmeufr #placetogo

From www.midi-pyrenees.cci.fr

CASTRES SE MET À L'HEURE DE LA E-SANTÉ

La cité tarnaise attend plus de 800 participants à l'Université d'été de la e-Santé organisée, du 4 au 6 juillet, par Castres-Mazamet Technopole avec le soutien de la CCI Occitanie dans le cadre du réseau Entreprise Europe. Des Trophées seront également décernés durant ces journées, qui font désormais référence.
 
La 11e Université d'été de la e-Santé se tiendra du 4 au 6 juillet à Castres, dans le Tarn. Organisée par Castres-Mazamet Technopole, cette manifestation rassemblera plus de 800 participants, acteurs et décideurs des secteurs de la santé, du social et de l’innovation technologique. Membre du Réseau Entreprise Europe, c’est la CCI Occitanie qui organise cette convention d’affaires e-Santé. Comme chaque année, les experts invités débattront des usages des technologies de l'information et de la communication (TIC) dans le domaine de la santé et du bien-être.
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Pharmacovigilance : "La France ne s’est pas donnée les moyens d’avancer"

From www.pourquoidocteur.fr

ENTRETIEN – Malgré un faible taux de signalement, le système de pharmacovigilance français est un des plus efficaces au monde. Mais il  n’a pas évolué en même temps que les nouvelles technologies.
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Spotlight On... Pharma Content Marketing

From www.slideshare.net

For the 3rd edition we’re focussing on one of my favourite topics, and one I’m really passionate about – content. In my opinion, getting content marketing righ…
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Why Patient-Centricity Improves Brand Tailoring and Targeting

From corp.inspire.com

One of the main objectives in both marketing and health education is to reach the right individuals with the right messaging in an attempt to change their behavior.  This is the value of patient centricity in healthcare.  Patient-centric messaging not only provides useful information to patients, but also strives to motivate them to achieve positive outcomes, leveraging a communication style with which they are comfortable.  A meta-analysis of tailored, web-based content indicates these interventions can impact behavioral outcomes and help people maintain these behaviors over time.1  A separate meta-analysis of printed material, conducted in 2007, also supports the use of tailoring to achieve changes in health behaviors.2

The benefits of patient-centric tailoring are both cognitive and psychosocial.  On the cognitive side, tailoring increases attention, self-referential thinking (thinking about oneself with regards to the message) and comprehension of the message.  On the psychosocial side, tailoring can address and even alter attitudes, norms or agreed upon cultural rules that guide behavior and self-esteem.

Fulfilling Life Science Industry Needs

In a recent research project, we were asked to explore patient experiences with our client’s product in a rather competitive market.  In an effort to prevent treatment discontinuation, our client wanted to thoroughly understand which resources patients on the product have used in the past, what they have had to overcome while taking the medication, and what tools/information they benefited from.  Through a deeper understanding of the patient experience, our client hoped to tailor their messages and materials to align with the changing needs of patients over time as well as anticipate what the impact of competitors in this space and take these learnings to constructively communicate with them.

To achieve these research goals, we first conducted a background screener to identify qualified patients within the Inspire community who had taken the client’s product for a certain amount of time.  Once this finite population was identified from a much larger pool, the team conducted in-depth interviews with each individual, listening carefully for what the patients were thinking, feeling, doing, struggling with, or needed at each stage of the healthcare journey.

Kathryn Ticknor, Inspire’s Senior Research Manager and lead researcher on this project noted that “While everyone is an individual with their own story, there were many strong recurring themes along each of the stages of the patient journey.  Our goal, by investigating the patient journey, was to help build a ‘roadmap’ for the client to navigate and develop materials for patients that not only address their needs but also speaks to them in a manner with which they are accustomed.”

Maximizing the Call to Action in Healthcare

With insights provided through patient-centric research, clients can gather the information necessary for successful message tailoring.  As demonstrated through various large-scale studies, tailoring is paramount to create content that impacts patient outcomes and should be an essential tool for all marketing and health education efforts in the future.  In the current healthcare environment, where patient centricity has become a cornerstone for all involved parties, conducting research that allows for companies to communicate with, rather than, talk to patients should be the first step in creating truly successful campaigns. See our case studies for more information.

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Merck lance la web TV #SEPbyStEPs et le programme #OnStEPs

From buzz-esante.fr

A l'occasion de le journée mondiale de la sclérose en plaques, le laboratoire Merck a lancé la web TV SEPbyStEPs et le programme OnStEPs. Découverte.
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Un lab "100% dédié à l'e-santé" bientôt ouvert sur le campus de Sanofi

From www.ticpharma.com

PARIS (TICpharma) - Sanofi va ouvrir avant la fin de l'année sur son campus de Gentilly (Val-de-Marne) un laboratoire "100% dédié à l'e-santé" intitulé "39Bis", ont annoncé jeudi à la presse le directeur de Sanofi France, Guillaume Leroy, et la directrice de l'innovation, Isabelle Vitali.


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PinUp: Digital Opinion Influencers, Pharma Memes, and Rude Remarks by Mylan's Chairman

From www.pharma-mkting.com

Welcome to the June 6, 2017, edition of Pharma Industry News Update (aka PinUp). View the Web version of this issue here: http://bit.ly/PINUP060617

 

Digital and social media tools can have a positive and negative impact on pharma. The tools can be used to increase sales but they can also be turned against pharma via snarky, unflattering memes. And, don't forget, everything you say can be used against you!

 

Articles in this issue:

 

About Pharma Industry News Update

The Pharma Industry News Update (aka PinUp) is published every Tuesday and Friday as part of the Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources. If you'd like to receive this newsletter, subscribe here.

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