PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING

CASTRES SE MET À L'HEURE DE LA E-SANTÉ

La cité tarnaise attend plus de 800 participants à l'Université d'été de la e-Santé organisée, du 4 au 6 juillet, par Castres-Mazamet Technopole avec le soutien de la CCI Occitanie dans le cadre du réseau Entreprise Europe. Des Trophées seront également décernés durant ces journées, qui font désormais référence.
 
La 11e Université d'été de la e-Santé se tiendra du 4 au 6 juillet à Castres, dans le Tarn. Organisée par Castres-Mazamet Technopole, cette manifestation rassemblera plus de 800 participants, acteurs et décideurs des secteurs de la santé, du social et de l’innovation technologique. Membre du Réseau Entreprise Europe, c’est la CCI Occitanie qui organise cette convention d’affaires e-Santé. Comme chaque année, les experts invités débattront des usages des technologies de l'information et de la communication (TIC) dans le domaine de la santé et du bien-être.

ENTRETIEN – Malgré un faible taux de signalement, le système de pharmacovigilance français est un des plus efficaces au monde. Mais il  n’a pas évolué en même temps que les nouvelles technologies.

For the 3rd edition we’re focussing on one of my favourite topics, and one I’m really passionate about – content. In my opinion, getting content marketing righ…

One of the main objectives in both marketing and health education is to reach the right individuals with the right messaging in an attempt to change their behavior.  This is the value of patient centricity in healthcare.  Patient-centric messaging not only provides useful information to patients, but also strives to motivate them to achieve positive outcomes, leveraging a communication style with which they are comfortable.  A meta-analysis of tailored, web-based content indicates these interventions can impact behavioral outcomes and help people maintain these behaviors over time.1  A separate meta-analysis of printed material, conducted in 2007, also supports the use of tailoring to achieve changes in health behaviors.2

The benefits of patient-centric tailoring are both cognitive and psychosocial.  On the cognitive side, tailoring increases attention, self-referential thinking (thinking about oneself with regards to the message) and comprehension of the message.  On the psychosocial side, tailoring can address and even alter attitudes, norms or agreed upon cultural rules that guide behavior and self-esteem.

Fulfilling Life Science Industry Needs

In a recent research project, we were asked to explore patient experiences with our client’s product in a rather competitive market.  In an effort to prevent treatment discontinuation, our client wanted to thoroughly understand which resources patients on the product have used in the past, what they have had to overcome while taking the medication, and what tools/information they benefited from.  Through a deeper understanding of the patient experience, our client hoped to tailor their messages and materials to align with the changing needs of patients over time as well as anticipate what the impact of competitors in this space and take these learnings to constructively communicate with them.

To achieve these research goals, we first conducted a background screener to identify qualified patients within the Inspire community who had taken the client’s product for a certain amount of time.  Once this finite population was identified from a much larger pool, the team conducted in-depth interviews with each individual, listening carefully for what the patients were thinking, feeling, doing, struggling with, or needed at each stage of the healthcare journey.

Kathryn Ticknor, Inspire’s Senior Research Manager and lead researcher on this project noted that “While everyone is an individual with their own story, there were many strong recurring themes along each of the stages of the patient journey.  Our goal, by investigating the patient journey, was to help build a ‘roadmap’ for the client to navigate and develop materials for patients that not only address their needs but also speaks to them in a manner with which they are accustomed.”

Maximizing the Call to Action in Healthcare

With insights provided through patient-centric research, clients can gather the information necessary for successful message tailoring.  As demonstrated through various large-scale studies, tailoring is paramount to create content that impacts patient outcomes and should be an essential tool for all marketing and health education efforts in the future.  In the current healthcare environment, where patient centricity has become a cornerstone for all involved parties, conducting research that allows for companies to communicate with, rather than, talk to patients should be the first step in creating truly successful campaigns. See our case studies for more information.

PARIS (TICpharma) - Sanofi va ouvrir avant la fin de l'année sur son campus de Gentilly (Val-de-Marne) un laboratoire "100% dédié à l'e-santé" intitulé "39Bis", ont annoncé jeudi à la presse le directeur de Sanofi France, Guillaume Leroy, et la directrice de l'innovation, Isabelle Vitali.

Welcome to the June 6, 2017, edition of Pharma Industry News Update (aka PinUp). View the Web version of this issue here: http://bit.ly/PINUP060617

Digital and social media tools can have a positive and negative impact on pharma. The tools can be used to increase sales but they can also be turned against pharma via snarky, unflattering memes. And, don't forget, everything you say can be used against you!

Articles in this issue:

• Digital Opinion Influencers/Leaders
• PharmaGuy's Favorite Memes
• Mylan Untroubled by Protests

About Pharma Industry News Update

The Pharma Industry News Update (aka PinUp) is published every Tuesday and Friday as part of the Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources. If you'd like to receive this newsletter, subscribe here.

This blog asks should pharma influencer marketing be a part of your brand strategy?

HCPs, patients, trusted non-profit groups, and the occasional celebrity endorser all have one thing in common: they can impact healthcare decisions. The candid opinions of other people have long been able to influence how people assess their own options. When trusted figures express their views on a product or service, customers take notice. This phenomenon, often called word-of-mouth advertising, is now being taken to a larger scale through influencer marketing. As this marketing tool grows in popularity, should pharma consider using influencer marketing?

The global pharmaceutical market was estimated in USD 1.1 trillion in 2016. The global market is highly mature and consolidated. The top-10 pharmaceutical companies in this market had share of around 40% in 2016 and approximately 50% considering the top-15. A comparative analysis of the top-15 organizations was used to develop a ranking for these…

Digital transformation will impact pharma in many ways, not least through innovation in medical technology, customer experience for both patients and healthcare professionals, and platforms to facilitate and measure outcomes-based care. What is clear is that companies will need a deep understanding of the digital world and improved internal skills if they are to succeed.

To better understand how ready companies were for the digital tidal wave, a year ago, we looked at the digital intensity of pharma companies, and highlighted J&J’s strength and the slower response of others, such as AstraZeneca and Pfizer. To measure digital intensity, we looked at the number of employees who referred to ‘digital’ in their LinkedIn title.

In February, we repeated the analysis for a third year; the big news is that Bayer has joined J&J/Janssen at the top of the table, with 4.8 digital employees per thousand, an increase of 150% since 2015 when it went public with its digital transformation project.

Examples of Bayer’s external actions include a more relaxed/digitally native voice on social media and the grant4apps program that encourages external innovation, while, internally, it has run hackathons and worked to change its culture. It will be interesting to see how this momentum and focus changes while integrating with Monsanto.

J&J continues to invest in digital and remains ahead – but only just. Recent external actions included a sleep tracking and coaching system for babies, and investments in StartUp Health and an ADHD app in Japan. It has also added positions focused on digital health at its innovation labs.

Novartis’ growth has levelled off; it is likely bedding down a number of organizational changes and trying to prove the effectiveness of its current approach. It recently announced the launch of a connected inhaler with Propeller Health, which now has five partnerships with pharma companies. Also, the company has stated an interest in moving to outcomes-based payments, so it will be interesting to see how it uses digital in this space.

Eli Lilly continued its strong growth on our measure of digital intensity, and has made some external investments including a connected Epi Pen. Sanofi and GSK remained the middle of the pack; an interesting example is GSK’s partnership with 2Morrow, which allows patients to order nicotine patches free from an app, a model of patient convenience and a break with the doctor as gatekeeper that others could follow.

The digital divide between Roche and Genentech identified last year continued [1], with Roche growing by 29% and Genentech staying steady. Roche has invested in capabilities to improve clinical trial efficiency as well as its digital marketing and multichannel capabilities.

Pfizer also saw strong growth, moving it out of the bottom three. In addition to marketing capabilities, like Roche, it has invested in digital capabilities in clinical trials. Pfizer’s low position was taken by Abbvie, which has moved down the table from third two years ago due to a lack of significant changes on this measure.

Merck and AstraZeneca remain at the bottom. Merck grew 36% and has a number of investments, with the Merck Global Health Innovation Fund in workflow, behavioral change and chronic care support that could be support future moves. AZ was flat in numbers but launched AZHelps to support patients with information and access for its medicines and basic support for non-AZ medications.

We’d love to hear how you think the digital title reflects the true commitment of these companies and how it compares to the changes you’ve seen in the last 12 months.

Douglas Haggstrom is an Independent Consultant and Tina Boggiano is Principal Consultant, Life Sciences, at PA Consulting Group.

Facebook is hosting an invitation-only summit dedicated to health on June 6 in New York, according to a source familiar with the matter. CNBC tracked down a screenshot of the invitation, which has the tagline, "Health in the era of mobile."

It's part of an initiative for advertisers called "Facebook Health," run by a small team reporting into former Google director Meredith Guerriero. The team includes about a dozen people based in New York, our source says, as well as others in Washington, D.C., and Facebook headquarters in Menlo Park, California, according to Medical Marketing & Media.

The source said the June 6 meeting is primarily geared to marketers in the pharmaceutical industry, although other health industry leaders might also be in attendance. The person expects Facebook Health to unveil tweaks to the ad product, so pharma companies can more easily plug themselves on the platform. It could focus on mobile video, as that's been a major focus for the team.

Our source said that Google and Twitter hired large teams to work with pharmaceutical companies on ad campaigns, but Facebook hasn't had a real seat at the table until the past year. In November, the company made its first appearance at a conference to show off its scrolling ISI feature to pharma executives. That feature allows drug companies to remain inside Facebook's limits for text and photo copy but incorporate required safety information. After the rollout, Bayer launched its first Facebook ad campaign for a multiple sclerosis drug and injector (read “Bayer's Betaseron Facebook Ad Uses a New Feature: Scrolling ISI”; http://sco.lt/77xvd3).

Industry reports show that pharma has been slower than other industries to shift its ad budgets from television and print to digital, making it a prime target for tech companies. The research firm eMarketer estimated in 2016 that pharma and health care marketers spent $1.64 billion on mobile and online advertising, but projected that number to rise to $2.55 billion by 2019.

Further Reading:

•  “Big Pharma Likes Facebook for Disease Awareness & Facebook Likes Pharma Back!”; http://sco.lt/58WlYv
• “Top Pharma Companies on Facebook”; http://sco.lt/7g80Ej
• “Three effective ways pharma brands have used Facebook for marketing: ads, live events, apps”; http://sco.lt/9Afp4L
• “Will Drug Ads "Like" Facebook?”; http://sco.lt/8ANn1d
• “#Pharma Lacks Commitment To Do Facebook Well”; http://sco.lt/4xfXQv
• “Yo, #Pharma! You Can Do Facebook for Brands. Here's What You Need to Know.”; http://sco.lt/6q4R05

According to McKinsey Global Survey results executives most often attribute the success of digital programs to managerial factors—senior management’s interest and attention, internal leadership, go…

In general, physicians believe that information provided by pharma companies is difficult to find and lacking in science.

Les échanges sur Twitter concernant les cancers urologiques ont augmenté de 41% en 2013 et de 122% en 2014 !

KPMG has recently published a report titled ‘Pharma outlook 2030: From evolution to revolution’. Mr Ajay K Sanganeria, Partner, Life Sciences, KPMG in Singapore, shares his views on the evolving trends in the pharma industry

The number of new drugs approved for sale in United States and Europe has bounced back this year [so far], suggesting a marked slowdown in 2016 was an aberration rather than a sign of flagging research and development productivity.

The U.S. Food and Drug Administration has already cleared 21 new prescription medicines for sale against 22 in the whole of 2016 (read “New Drugs Approved by FDA in 2016 is Half the Number Approved in 2015”; http://sco.lt/55JaUb), and just nine at this stage last year.

The European Medicines Agency has recommended 42 compared with a 2016 total of 81, and 31 in the first five months of last year. Unlike the FDA, the EMA includes generic or non-patented drugs in its list.

John LaMattina, a former research head for Pfizer and a board member at PureTech Health, is unsurprised by the rebound and believes concerns raised at the end of 2016 about deteriorating drug pipelines were "far too dire".

Hilary Thomas, chief medical adviser at KPMG, said U.S. regulators in particular were showing an innovative approach that was helping to accelerate approvals - as highlighted by a novel decision to clear a cancer drug for the first time based on genetics, not tumor location.

Still, the targeted nature of many new medicines will limit the overall patient population getting the latest wave of novel drugs.

"What the data masks is that while there might be more approvals, the total number of people getting new drugs is probably not going to up hugely because these are more specific, personalized treatments," she said.

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…

Social media lecture to MA students UNIGE final