PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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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.

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Beyond the pill – moving past the hype to driving outcomes

From www.drgdigital.com

Pharma brands are converting the buzz around “beyond the pill” into tangible solutions that add value to their treatments -- what is the opportunity for your brand?
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Is social media right for pharma?

From worldofdtcmarketing.com

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.

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Roche prépare l'arrivée en France du premier capteur implantable pour la mesure du glucose en continu

From www.ticpharma.com

PARIS (TICpharma) - Roche Diabetes Care France (groupe Roche) prépare l'arrivée dans l'Hexagone du premier capteur implantable de mesure du glucose en continu (CGM), Eversense, pour les diabétiques traités par insuline, et annonce un essai clinique français pour septembre.


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La réputation des laboratoires pharmaceutiques en chute libre

From pharmanalyses.fr

Les associations de patients jugent sévèrement la réputation des industriels de la pharma. Selon, Patient View, qui effectue son enquête annuelle auprès de 1 463 groupes de patients dans 105 pays, …
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Strong Medicine: Where Big Pharma Is Placing Bets In #digitalhealth In One Timeline  #hcsmeu #hcsmeufr

From www.cbinsights.com

Merck's Global Health Innovation Fund is leading the pack with 24 digital health investments since 2009.
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Digital Innovation team at @Bayer Announces CloudAspirin Experiment

From medium.com

In a showcase event in the middle of the Pacific Ocean, Bayer’s Digital innovation team today demonstrated CloudAspirin. CloudAspirin is a service to 3-D print Aspirin in the cloud, and deliver to…
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Parcours shopper & Pharmacie d'officine en 2017

From www.slideshare.net

Transformation digitale de la pharmacie d'officine Avant, Pendant & Après la visite sur le point de vente
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