Post a comment / 91 Shares / Aug 14, 2015 at 6:20 PM
Patient engagement is one of the big buzzwords in healthcare of late, getting at least lip service from providers nationwide. Now, with a touch of social media, it’s finding its way into pharmaceutical marketing.
I came across the above ad at a bus stop in Chicago. It’s for Prezcobix(darunavir/cobicistat), a relatively new HIV medication from Johnson & Johnson subsidiary Janssen Therapeutics. (“My status” apparently is code in the HIV/AIDS world for knowing whether one has tested positive or negative for the virus.)
The “I asked my doctor” part is nothing new in direct-to-consumer pharma advertising, but take a look at the bottom half of the panel.
The words below the man’s neck say, “I learned to ask questions,” and, “My doctor and I are a team.” (Too bad the left edge of the ad is obscured by the frame border.)
The latter statement is telling. This ad, at a bus stop not far from the center of “Boystown,” one of Chicago’s most heavily LGBT areas, is instructing people with HIV that care of their disease is a team endeavor, not just a one-way conversation with their physicians. But it could easily apply to anyone who has a serious health issue.
The rest of the text, known as a “typographic illustration,” according to the artist, who did several of these drawings in English and Spanish for Janssen, contains similar empowering messages.
“The campaign’s theme is helping people living with HIV tap their inner wisdom for the HIV journey, which is based on the insight that managing HIV requires information and support, both from healthcare professionals and from others living with this disease,” Janssen Therapeutics spokeswoman Lisa Vaga explained in an e-mail.
“Janssen Therapeutics has long been committed to focusing on patients as well as their healthcare professionals, particularly by providing resources and support. So engaging with people living with HIV was a natural extension of this commitment,” Vaga added.
And then there’s the part of the ad that says, “Snap a picture and share it with your doctor to see if Prezcobix is right for you.” That’s a modern spin on the “talk to your doctor” language that is a staple of DTC pharma advertising, and it seems to encourage a form of social media.
People may not be Facebook friends with their physicians and may not want to broadcast their HIV status on Instagram, but smartphones obviously have become the locus of social media for millions. Showing your doctor a photo of the ad is social media; you are just choosing to share with a single person or practice, and doing it in person rather than on the Internet.
“With the prevalence of camera phones, it’s another tool to help people living with HIV foster a discussion with their healthcare professionals,” Vaga explained.
Bayer HealthCare a lancé le 21 août dernier son programme «Grants4Apps Accelerator» 2015 à Berlin.
Wearables, implantables and electronic health records are all top of mind for Grey Healthcare Group managing partner and chief engagement officer Erin Byrne, who sees mobile spurring profound changes in the way health and wellness are managed. In an interview with eMarketer, Byrne explains why mobile is critical for managing consumer health and communications between healthcare providers and patients.
Les Points Clés - Juin 2015
En juin, le chiffre d’affaires du marché remboursable affiche une évolution positive de 2,4%. Cette augmentation est fortement imputable aux 2 jours ouvrés supplémentaires que comprend le mois de juin 2015 par rapport au même mois de l’année 2014. Hors effet jours ouvrés, le marché remboursable aurait affiché une involution de -6,1%. En Cumul Fixe, le marché est en décroissance (-1,2%).
Depuis le début de l’année, le Répertoire des génériques n’a pas été impacté par la tombée dans le domaine public de molécules à fort potentiel. L’évolution des médicaments du Répertoire est de -7,4% en chiffre d’affaires : -15,1% pour les princeps et -3,9% pour les génériques. Le taux de pénétration des génériques a gagné 2 points en 6 mois : 76,0% en janvier et 78,1% en juin.
La croissance du marché hospitalier total poursuit son ralentissement avec une évolution au mois de juin de +5,0% en prix tarif. Si on corrige de l’effet jours ouvrés, le marché aurait même été en involution (-3,7%). Les médicaments rétrocédables et hors GHS évoluent de +1,8% en prix JO.
Pour la première fois depuis des mois, les médicaments « Rétrocédables autres », qui comprennent les produits en ATU et en post-ATU, affichent une évolution négative (-6,1%) liée à la fin de l’effet « bosse » des produits VHC.
Philippe TCHENG, Président GIE GERS
The app will be run on Samsung Galaxy S3 Mini phones, given to participants just for the study, and stripped of most other functionality. This will help to facilitate smartphone use in the elderly patient population. Patients will do six 30-second active tests a day on the app, as well as passive monitoring. The six tests consist of a voice test (saying “aaah” for as long as possible), a balance test (standing still), a gait test (walking 20 yards and turning around), a dexterity test (tapping buttons on the touch screen), a rest tremor test (holding the smartphone and counting down from 100), and a postural tremor test (the same as the rest test, but with the hand outstretched).
Investigators will keep watch on a dashboard to make sure each patient does their tests, and will be able to reach out to patients who neglect to do the active tests. The data collected will help investigators gauge the effectiveness of the treatment.
Katie WikeBy Katie Wike, contributing writerBringing Your Health IT Clients Breach-Fighting TechAccording to a Validic survey, more than half of organizations report being behind when it comes to creating a digital health strategy.Four hundred and fifty healthcare organizations recently answered Validic’s call to share their digital health strategies. What researchers discovered was the majority of respondents are either behind or have no digital health strategy in place.According to Validic, “Digital health is information technology, inclusive of both hardware and software solutions, which enables the managing, tracking and analyzing of an individual or population’s health and wellness.”“The purpose of this survey was to provide the healthcare ecosystem with an important update and valuable insights on the progress the industry is making with digital health,” Validic Chief Marketing Officer Chris Edwards said in an announcement.Fifty-nine percent of respondents said they were either behind on their digital health strategy or did not have one in place. The other portion (41 percent) of healthcare organizations say they are on schedule with implementing and executing their strategy.