PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING

Peu investi dans la e-santé, comparé aux big pharma, le troisièm

Sales reps are now more likely to engage with physicians through nonpersonal promotion than in-person visits with doctors at their offices, a ZS report finds.

Si on pouvait visualiser la situation amoureuse sur Facebook, de l'industrie pharmaceutique et des réseaux sociaux, on pourrait lire certainement : "C'est compliqué". Pourtant, un mariage entre eux est bien envisageable ! Voici 3 prérequis, selon moi, pour que ce mariage se transforme en parfaite idylle.  Parmi les réticences à l’utilisation des réseaux sociaux par l'industrie…

ComPaRe est un projet scientifique collaboratif qui vise à accélérer la recherche sur les maladies chroniques en impliquant largement les patients.

A l’occasion de la semaine mondiale de la fibrose pulmonaire idiopathique (FPI), le laboratoire lance une campagne digitale : Ensemble contre la FPI.

Les deux groupes donnent un contenu plus concret à l’alliance annoncée l’été dernier. Leur filiale Onduo va mettr

$248 million in cash from Sanofi, and the same amount in a capital contribution by Verily (not in cash) have breathed life to a new company — Onduo — where the two equal partners will wage battle with a formidable enemy: diabetes.

That part — Google’s life science business and a well-known diabetes drug maker is collaborating to create a startup targeting type 2 diabetes patients initially — is clear.

However, what exactly the platform is and what products will emerge from this new company based in Cambridge, Massachusetts, is far from crystal clear.

Apparently even to the executives involved.

“The reality is that we don’t have a product to start with,” declared Joshua Riff, the CEO of Onduo, in a Google Hangouts interview from Germany, on Monday. “The exact product we don’t know what it is because we haven’t built it because we haven’t identified all the problems that we are trying to solve.”

That’s where the partnerships with Sutter Health in Northern California and Allegheny Health Network of western Pennsylvania come in. As Onduo builds modules that will ultimately be integrated into its platform, they can be tested for type 2 diabetes patients in a clinical care setting.

Pfizer has launched a new mobile app for patients suffering from depression that it hopes will enable them to take a more active role in managing their condition.
The firm wants its new Moodivator app to complement treatment and says it can do so in a simple and efficient way.
The free iPhone app allows patients to set goals, track their moods using a simple scale and share their progress with their care team.
It also includes information about one of Pfizer's prescription treatments for depression, but the company says the app is not intended to take the place of doctors' care or advice.

Successful business model innovation requires an understanding of how business models evolve.

Many attempts at business model innovation fail. To change that, executives need to understand how business models develop through predictable stages over time — and then apply that understanding to key decisions about new business models.

Understanding the interdependencies in a business model is important because those interdependencies grow and harden across time, creating another fundamental truth that is critical for leaders to understand: Business models by their very nature are designed not to change, and they become less flexible and more resistant to change as they develop over time. Leaders of the world’s best businesses should take special note, because the better your business model performs at its assigned task, the more interdependent and less capable of change it likely is. The strengthening of these interdependencies is not an intentional act by managers; rather, it comes from the emergence of processes that arise as the natural, collective response to recurrent activities. The longer a business unit exists, the more often it will confront similar problems and the more ingrained its approaches to solving those problems will become. We often refer to these ingrained approaches as a business’s “culture.”

The app, called Moodivator and designed with help from the Virginia Commonwealth University of Medicine, includes features such as a mood tracker.

Digital technology has increased the pace of change in consumer and patient expectations, but most pharma and healthcare organisations haven’t moved quickly in response.

Consumers are taking control over their own healthcare and driving change, preferring a more convenient way to get medical services and access information.

According to Deloitte Consulting, healthcare and pharma marketers spent just $1.4bn on digital ads, a figure that lags marketers in other industries.

One of the consequences of this digital underinvestment is that this has created opportunities for third parties to become the go-to resources for consumers and physicians looking for healthcare information online.

Our new Embracing Digital Transformation in the Pharma and Healthcare sectors reportlooks at the opportunities and challenges faced by organisations looking to respond to competition, and the changing needs of their customers and the approaches they are taking.   

The research is based on interviews with senior digital professionals across a range of pharmaceutical, biotech and consumer healthcare companies which included Alere Inc, Fermenta Biotech Limited, GSK Consumer Healthcare, MSD AP, Lenovo Health, Ogilvy Commonhealth Worldwide, Roche Products Limited and Takeda Pharmaceuticals. 

It was also supplemented with data from our own research looking at digital trends for 2016 and beyond, along with third party research.   

For more insight, Econsultancy subscribers can download the full report, but here are several key trends and insights emerging from the study. 

Dans son dernier bilan économique et social sur l'industrie du médicament, le Leem fait le point sur le marché pharmaceutique mondial en 2015. Le groupe suisse Novartis, l’américain Pfizer et le français Sanofi arrivent en tête du top 10 des premières entreprises du secteur.