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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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Engaging patients online can improve chronic disease management

From www.digitalcommerce360.com

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.

Web-enabled technology such as automated surveys allow providers to routinely monitor chronic patients.
 
 

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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.

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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

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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.

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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

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Clinicians are people, Platforms inspired by consumers; built for pharma

From worldofdtcmarketing.com

Clinicians are people – just like us. Like us, most of them are busy, have friends and start their day on social media. In just the last two years, our media habits changed dramatically and there a…
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Social Media in Pharma

From www.slideshare.net

Despite the fact that social media has had a significant impact on the way that people communicate with each other and has been adopted globally by every kind …
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Time to engage: How digital expands the appeal of patient engagement for pharma

From deep-dive.pharmaphorum.com

Adherence and outcome support commercially viable for pharma and primary care, suggests app developer Sebastian Gaede.
loicpharma's curator insight, April 18, 6:51 AM
Time to engage: How digital expands the appeal of patient engagement for pharma

Les défis du community management dans les laboratoires pharmaceutiques

From www.ticpharma.com

Le community manager de Leo Pharma, Wandrille de Préville, et le responsable de la communication digitale d'Abbvie, Emeric Pagès, ont expliqué comment leurs structures assurent leur présence sur les réseaux sociaux et s'adaptent à ces nouveaux médias dans un contexte réglementaire contraint. ”
Denise Silber's curator insight, March 23, 1:17 PM
Vaste sujet ! Jusqu'ici, les laboratoires n'ont pas été trop  impactés par les exemples plus libéraux de leurs confrères. Affaire à suivre.

Why Social Media Should Matter to Pharma Marketers

From www.scoop.it

loicpharma's curator insight, April 18, 6:21 AM
L'importance des médias sociaux chez les responsables marketing dans l'industrie pharmaceutique

Digitalisation de la supply chain, mais de quoi parlons nous ?

From logistique-pour-tous.fr

Digitalisation, digitalisation.... ce terme revient régulièrement en ce moment. Comment se traduit celle-ci dans le monde de la supply chain ?
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How Does Pharma Learn To Speak “Patient”? -Inspire

From corp.inspire.com

This blog presents the e-Book "How Does Pharma Learn to Speak "Patient"? a discourse analysis of patient communication teaching readers to speak patient.
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Big Pharma finds a hit with disease awareness social media posts in 2016

From novamedica.com

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.”

Source

 
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