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The pharma marketer's dilemma: creating long-term value | Blue ...

The pharma marketer's dilemma: creating long-term value | Blue ... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
In an inherently multichannel world, Pharma must adopt an outside-in approach in order to engage its customers, and create long-term value.
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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Up To 90 Percent Of Adverse Reactions Unreported, Pharma Companies Search Social Media To Make Drugs Safer

Up To 90 Percent Of Adverse Reactions Unreported, Pharma Companies Search Social Media To Make Drugs Safer | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

"Some reports show that up to nine out of 10 adverse reactions from drugs go unreported. In an effort to find those possible adverse drug reactions in medications, pharmaceutical companies are reportedly searching social media for a better chance at learning of potential adverse drug reactions. There are many potential adverse drug reactions that patients might not think of to report to their health care provider, according to The Pharmaceutical Journal.

“Adverse drug reactions (ADRs) are grossly under reported by everyone, including healthcare professionals, but particularly so by patients,” David Lewis, head of global safety at the Switzerland-based pharmaceutical company Novartis. Novartis is working on a three-year project called Web-RADR (Recognizing Adverse Drug Reactions) that will in part use social media information to determine if there are aftermarket adverse drug reactions in various medications. The program even uses the hashtag #pharmacovigilance."



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EmmanuelGrunenberger's curator insight, March 23, 1:01 PM

Not so suprising, when did you report Adverse Reaction for the last time ? Part of the answer of tomorrow's Pharmacovigilance is in Social Media.

Remember: Twitter is already faster and accurate predction of epidemic flu compared to official observatory. 

Nicole Gillen's curator insight, March 24, 8:09 AM

totally agree.  And I wrote on the same recently: http://blogs.csc.com/2015/03/09/pharmacovigilance-taps-social-media/

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Apple and Google stake a claim on big pharma’s turf - FT.com

Apple and Google stake a claim on big pharma’s turf - FT.com | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Within 24 hours of Apple launching its platform for health research this month, tens of thousands of iPhone users had signed up to take part in five inaugural studies involving some of the US’s most respected medical institutions. A Harvard-affiliate

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Key Digital Health Trends for EU Pharma - Manhattan Research #hcsmeu #hcsmeufr

Key Digital Health Trends for EU Pharma - Manhattan Research #hcsmeu #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Key Digital Health Trends for EU Pharma Marketers- Manhattan Research

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rob halkes's curator insight, Today, 10:00 AM

How fast is heathcare realy changed?

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REGARDS CROISES SUR LE SYSTEME DE SANTE FRANÇAIS #regardscroises cc @gers_gie #hcsmeufr

#regardscroisés - 26 mars 2015 - PARIS
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CARMELIA est un outil de suivi connecté à destination des patients atteints d’une MICI #hcsmeufr (maladie inflammatoire chronique de l'intestin) et leur professionnels de santé.

CARMELIA est un outil de suivi connecté à destination des patients atteints d’une MICI #hcsmeufr (maladie inflammatoire chronique de l'intestin) et leur professionnels de santé. | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
CARMELIA est un outil de suivi connecté à destination des patients atteints d’une MICI (maladie inflammatoire chronique de l'intestin) et leur professionnels de santé.
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so larn's curator insight, March 25, 10:14 AM

Fière que ce soit finalement sorti !

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5-year outcomes after bariatric surgery in patients with BMIs of 50 to 60

5-year outcomes after bariatric surgery in patients with BMIs of 50 to 60 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
The bariatric surgical procedure biliopancreatic diversion with duodenal switch resulted in more weight loss and better improvement in blood lipids and glucose five years after surgery compared with usual gastric bypass surgery but duodenal switch was associated with more long-term surgical and nutritional complications and more adverse gastrointestinal effects, according to a report published online by JAMA Surgery. Duodenal switch and Roux-en-Y gastric bypass are surgical procedures used to treat severe obesity, although there is no consensus on the preferred procedure. The article by Hilde Risstad, M.D., of Oslo University Hospital, Norway, and coauthors reports on the five-year outcomes from a clinical trial that included 60 patients between the ages of 20 and 50 with a body mass index (BMI) of 50 to 60 (31 underwent gastric bypass and 29 underwent duodenal switch). Five years after surgery, the average reductions in BMI were 13.6 after gastric bypass and 22.1 after duodenal switch, according to study results. Remission rates of type 2 diabetes, metabolic syndrome, changes in blood pressure and lung function were similar between the two groups. However, reductions in total cholesterol, low-density lipoprotein cholesterol, triglycerides and fasting glucose were greater after duodenal switch compared with gastric bypass. Health-related quality of life was similar for both groups but nutritional complications and adverse gastrointestinal effects were more common with duodenal switch. Patients who underwent duodenal switch also had more surgical procedures related to the initial procedure and more hospital admissions compared with patients who underwent gastric bypass.

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Few seniors trust pharma company-sponsored sites. Can Pharma Sites Cure Seniors' Lack of Trust? - eMarketer

Few seniors trust pharma company-sponsored sites. Can Pharma Sites Cure Seniors' Lack of Trust? - eMarketer | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
When it comes to researching diseases, seniors don't turn to—or trust—pharmaceutical companies very much. If pharma companies want to change this, they'll need seniors' doctors, friends and family members to sing their praises, as recommendations are the top factors that would motivate those 66 and older to visit pharma-sponsored websites.

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Alexandre Gultzgoff's curator insight, March 26, 9:14 AM

voices of senior customers matter also...

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Le marché pharmaceutique retrouve la santé dans les pays développés… sauf en France

Le marché pharmaceutique retrouve la santé dans les pays développés… sauf en France | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Alors qu’il continue de s’éroder en France, entre baisse des prix et des volumes, le marché des médicaments connaît une belle progression dans le monde entier. Mais les grands laboratoires occidentaux perdent du terrain.


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Asthme : un patient sur dix suit bien son trait...

Asthme : un patient sur dix suit bien son trait... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Le 19e congrès de pneumologie de langue française s’est ouvert ce vendredi sur un bilan en demi-teinte concernant le diagnostic et le suivi des...

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NutriDial : application mobile pour les patients sous dialyse #pharma #hcsmeufr

NutriDial : application mobile pour les patients sous dialyse #pharma #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

A l’occasion de la Journée Mondiale du Rein,  le laboratoire Sanofi a lancé une application mobile pour les patients sous dialyse : NutriDial


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Romain DEFOY's curator insight, March 23, 5:31 AM

Cette application permet d’évaluer la teneur en phosphore, potassium et sodium des aliments consommés, d’obtenir un suivi personnalisé des objectifs de consommation quotidienne de protéines, de suivre tout au long de la journée ces paramètres,d’utiliser la rubrique « Favoris » pour les aliments consommés régulièrement et de disposer d’informations utiles à la gestion du quotidien dans la rubrique « Astuces et + ».

Elle s’adresse également aux professionnels de santé en permettant d’échanger avec les patients dialysés de façon interactive autour de la nutrition, et d’améliorer ainsi leur suivi diététique.

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Harris Interactive: Harris Polls > Preference Towards Generic Prescription Drugs Shows A Four-to-One Lead Over Brand Name Medications

Harris Interactive: Harris Polls > Preference Towards Generic Prescription Drugs Shows A Four-to-One Lead Over Brand Name Medications | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
A new Harris Poll finds Americans favor generic prescription drugs over brand name products by a considerable margin. Eighty-one percent of those who buy prescription drugs say they would purchase generics more often than brand name drugs. A 42% subset goes so far as to assert that they would "always" choose to buy a generic drug. Older generations are especially likely to indicate that they would always go with generics (50% Matures, 44% Baby Boomers, and 46% Gen X vs. 33% Millennials).

Via Richard Meyer, eMedToday
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La relation entre les laboratoires pharmaceutiques et les patients se modifie avec le numérique en santé

La relation entre les laboratoires pharmaceutiques et les patients se modifie avec le numérique en santé | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Les impacts de la transformation numérique sur les laboratoires pharmaceutiques ont été discutés lors des sixièmes Assises des technologies numériques de santé, organisées le 10 mars à Neuilly-sur-Seine (Hauts-de-Seine) par l'agence Aromates.


Via Philippe Marchal/Pharma Hub, Marie Françoise de Roulhac
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Google To Build Robotic Surgery Platform With Johnson & Johnson #hcsmeufr #hcsmeu

Google To Build Robotic Surgery Platform With Johnson & Johnson #hcsmeufr #hcsmeu | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
 Google and Johnson & Johnson have announced that the will team up to develop an advanced, robot-assisted surgery platform.

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Le marché pharmaceutique français en 2014 - source @GERS_GIE #hcsmeufr #pharma

Le marché pharmaceutique français en 2014 - source @GERS_GIE #hcsmeufr #pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Lire aussi le storify de l'AG https://storify.com/GERS_GIE/le-marche-pharmaceutique-francais-2014-ag-du-gie-g

Lionel Reichardt / le Pharmageek's insight:

Intéressante infographie diffusée hier par @GERS_GIE à l'occasion de leur Assemblée Générale

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Jerome Leleu's curator insight, Today, 3:05 AM

ajouter votre aperçu ...

Tahamida Mze's curator insight, Today, 4:07 AM

ajouter votre aperçu ...

Helene Decourteix's curator insight, Today, 5:20 AM

Le marché pharmaceutique français en 2014 - source @GERS_GIE 

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Blogueurs vs Journalistes : qui est le plus influent à l’heure du web 2.0 ? #hcsmeufr

Blogueurs vs Journalistes : qui est le plus influent à l’heure du web 2.0 ? #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Face à la digitalisation de l'information et à la démocratisation de la création de son contenu, les blogueurs gagnent en influence à l'ère du web 2.0.
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LE MARCHE PHARMACEUTIQUE FRANÇAIS 2014 - #laDATAréférence cc @GERS_GIE #hcsmeufr

#AGGersGie - 26 mars 2015 - PARIS #laDATAréférence
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Dailypso : application pour mieux comprendre et gérer son Psoriasis

Dailypso : application pour mieux comprendre et gérer son Psoriasis | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Pour accompagner les patients dans la gestion au quotidien de leur psoriasis, le laboratoire Janssen lance une nouvelle version de l'application mobile DailyPso. Présentation. Développée en partena...

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#Pharma Not Alone in Inability to Develop Effec...

#Pharma Not Alone in Inability to Develop Effec... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

A majority of health insurance providers are failing when it comes to mHealth app efforts, according to the Health Insurance App Benchmarking Report 2015 released this month by research2guidance.


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Janssen lance un outil interactif sur les maladies les plus répandues en Europe MyPharma Editions | L'Info Industrie & Politique de Santé

Janssen lance un outil interactif sur les maladies les plus répandues en Europe MyPharma Editions | L'Info Industrie & Politique de Santé | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
A l'occasion de la Journée mondiale de la tuberculose, le Janssen Health Policy Centre a dévoilé mardi un tableau de bord numérique permettant de parcourir et de comparer les données sanitaires de 15 maladies parmi les plus répandues dans les 28 États membres de l'Union Européenne (UE), un outil d'analyse unique en son genre.

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A Day in the Life of a Digital Marketer - Best Marketing Degrees

A Day in the Life of a Digital Marketer - Best Marketing Degrees | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Check out what exactly digital marketing is, why it’s important, a day-in-the life of a digital marketer and how to get into the industry.

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Poll shows all ages seek digital health tools

Poll shows all ages seek digital health tools | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Millennials and baby boomers have a lot of common a desire for technology that supports health priorities.

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2015 Will See More Blockbuster Drugs Than Ever #hcsm hcsmeu #hcsmeufr

2015 Will See More Blockbuster Drugs Than Ever #hcsm hcsmeu #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
CortellisTM Competitive Intelligence
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How can pharma re-engage its customers?

How can pharma re-engage its customers? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Despite a surge of truly exciting new medicines reaching the market, it is clear that medical professionals are giving less and less time to meeting and engaging with pharma. What can the industry do about this, and does new technology hold the...

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PR to pharma: up your dosage of social media

PR to pharma: up your dosage of social media | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Many pharma companies remain concerned about running afoul of the regulators with their online activities and therefore have not yet fully embraced new channels. However, increasingly patients want and expect them to engage, and those that have are reaping the rewards.

An IMS Institute for Healthcare Informatics report last year asked the provocative question, 'Is healthcare ready for empowered and digitally demanding patients?'

Well, is it?

Consumers today are social beings. Research has found that the average American goes to the doctor three times a year, but spends 52 hours online searching for health information. They want this information fast and are willing to consult a wide array of sources, including friends and family, social media, news outlets, blogs, Wikipedia, pharma company websites, and everything in between.

Younger consumers, the most tech-savvy, are also "among the most health conscious of any age cohort" according to Lisa Stockman, president, global public relations and medical communications, inVentiv Health. That has implications for pharma. As Stockman says, "Consumer fascination in preventative health management tells us pharmaceutical companies must adopt new strategies."

Out with the old, in with the new

Pharma companies have long relied on traditional public relations tactics to communicate with patients, including media outreach, partnerships with third-party patient advocacy groups, and event sponsorships. Although these tactics remain critical, they are no longer enough.



"The days when patients considered the ability to connect with you directly a 'nice-to-have' are gone"

 

Chris Iafolla, head of inVentiv Health PR Group's digital and social strategy practice, relates that, "The days when patients considered the ability to connect with you directly a 'nice-to-have' are gone; they now expect it. The democratisation of media has made that possible. It is now possible to change the model from a one-way communication to a two-way dialogue and to involve your audience in a discussion."

No room for inaction

So why have so few pharma companies broken through using social media? As a recent Forbes article observes, 'among the 50 largest companies, half still do not use social media to engage consumers or patients,' and only 10 of these 50 have made use of Twitter, YouTube, and Facebook, the top three social media channels.

Clearly companies remain concerned about running afoul of US FDA regulators, and for that reason have not yet fully embraced new channels. When the FDA released long-awaited guidelines about the communication of health information via social media, it seemed to take a fairly restrictive stance, requiring that companies communicate information about risks and benefits in any social media message.

While staying within bounds remains a critical concern, it need not, should not, and in today's environment, cannot prevent pharma companies from engaging deeply in social media. One recent Accenture study found that patients expect digital communication from pharma companies, seeking information around issues related to their treatment. Pharma needs to sustain more meaningful and more intimate conversations with patients and, in the case of younger patients in particular, needs to help satisfy patient yearnings to understand the companies behind the products they consume.



"Pharma companies must put aside their fears and develop a new strategy for engaging with patients"

 


Pharma companies must put aside their fears and develop a new strategy for engaging with patients. "Inaction is not the answer," notes Tim Bird, CEO of Cooney Waters Unlimited. Social channels should be used to educate and empower patients and advocacy groups.

Laying the groundwork

Companies seeking to wade more deeply into social might begin by analysing how their existing social media presence stacks up against that of their closest competitors. As Helene Ellison, chair, global healthcare practice of Burson-Marsteller notes, "Competitive benchmarking helps make a case for certain social media platforms, but the real value comes when our research delivers insights that help us find social media strategies that can be integrated across marketing and communications."

It's also important to take the time to really understand the audience you're targeting. JeanAnn Morgan, managing director at Burson-Marsteller, recounts how, in devising a programme to target patients with chronic disease, her client first spent time understanding "the triggers that drive better disease management and a therapy's role in impacting a patient's daily life".

The communications team discovered that community played a greater role than was previously thought. Burson-Marsteller's research found that 93 per cent of advocacy community members used the Internet for health information and disease management, while 71 per cent of patients were actively engaged on social media. With online community support, patients with this condition felt empowered to care for themselves more energetically. This and other insights led to an effective patient engagement programme that built community and enhanced awareness around the disease.

Likewise, JPA Health Communications partnered with the Melanoma Research Foundation (MRF) to enhance their digital content and boost online community offerings. Responding to numerous melanoma patients seeking information and peer support, JPA monitored the MRF's website and social media analytics to deliver the 'MRF community central', a key portal for patients, caregivers, family and friends. Overall, the MRF's redesigned website, Melanoma.org, made information and support more accessible for melanoma patients. Patients responded enthusiastically, and traffic on Melanoma.org saw a significant uptick.

Strategies for success

To excel at social media, create meaningful content that adds value and that can be shared and cited. Drive discussion and dialogue while always complying with government regulations. Provide targeted, channel-specific messaging to various audience segments and use visual communications like video and infographics wherever possible.

One successful ongoing campaign, Parkinson's More Than Motion, is an interactive Facebook community campaign developed by Cooney Waters and its client UCB to reach people with Parkinson's disease and their caregivers. This reality-style video and interactive content-rich series, now in its third year, informs patients about the importance of recognising and treating both the motor and non-motor symptoms of Parkinson's disease. More than 75,000 fans have watched these videos. Educational tools and ongoing content and communications keep them actively engaged and coming back for more.






In some sense, the communications challenges posed by social media are not new. The discipline of public relations has always focused on communicating messages through earned trust rather than paid messages. Likewise, the imperative to sustain honest, authentic conversations with consumers has always existed, irrespective of regulations. New social media technologies simply allow interactions to happen more fluidly and dynamically.

Don't let fear of the unknown prevent you from meeting today's patients where they are. They're out there, waiting for a conversation. Are you up to the challenge?



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