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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Medical Meetings Face #Pharma Sponsorship Crisis

Medical Meetings Face #Pharma Sponsorship Crisis | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

The medical meetings industry could face 'drastic changes' if pharmaceutical companies clamp down on their sponsorship of doctors.

 

More stringent regulations in the future could see pharma firms further discouraged from sponsoring doctors and other healthcare professionals to attend conferences.

 

And Richard Evans, director of NexGen Healthcare Communications, has warned that the industry needs to be prepared to change.

 

"If pharma stops spending money on sending people to meetings, then those meetings will change drastically," he told the Healthcare Meetings Forum at Park Inn by Radisson.

 

"If pharma does decide not to support physicians to attend those congresses then they will slowly wither on the vine."

 

The two-day forum aimed to consider the challenges facing the industry as it is faced with an increasing focus on compliance and financial transparency.

 

One doctor who addressed the 100 delegates admitted that without support from pharmaceutical companies, lower- and middle-grade healthcare professionals would struggle to afford to attend congresses.

 

"It is not obvious where else the money can come from - it is not going to come from my training budget," he said.

 

A representative from a pharmaceutical company told the conference it would depend on the circumstances.

 

"The budgets aren't changing per se, but we are using them differently. As long as we have a commercial benefit of having an exhibition, we will have an exhibition," he said. "We will sponsor physicians where we can, but if we don't have any products to promote or we don't see any value, we will of course not be sponsoring."

 

In 2013 Sir Andrew Witty, GlaxoSmithKline's chief executive, announced the company would no longer pay doctors to attend medical conferences or give lectures promoting its drugs.


Via Pharma Guy, Philippe Marchal/Pharma Hub
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Pharma Guy's curator insight, December 17, 7:07 AM


The pharmaceutical industry supports CME through grants to accredited providers such as medical societies, medical schools and for-profit Medical Education Communications Companies (MECC's). It also helps finance CME through advertising and exhibiting at CME events. I include the latter in my analysis of total pharma support, which decreased slightly (0.6%) in 2013 compared to 2012 (dropping from $1,006,327,936 in 2012 to $999,791,328 in 2013). Advertising and exhibit income, however, increased from $331.6 million in 2012 to $339.8 million in 2013. For more, read Total CME Revenue is Up, But Pharma Support is Down (Again)

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Mhealth trends: More behavioral health apps but few for disabling chronic conditions

Mhealth trends: More behavioral health apps but few for disabling chronic conditions | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
An IMS Health report on consumer facing mobile health apps offers an outlook on the future of mobile health technology and has a breakdown of mhealth apps.

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La "promotion de la santé" : un enjeu d’image et d’avenir pour le médicament et l’industrie pharmaceutique (2)

La "promotion de la santé" : un enjeu d’image et d’avenir pour le médicament et l’industrie pharmaceutique (2) | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
La santé connectée : de nouveaux territoires d’innovation
À l’heure du débat sur l’économie des soins, de la publication de rapports...

Via Antoine POIGNANT, MD, EuroHealthNet
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Antoine POIGNANT, MD's curator insight, Today, 12:48 AM

C'est le suite du précédent. Partie 2 sur le digital. Article Co-écrit avec Julia BOUET

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The third dimension in edetailing to pharma

The third dimension in edetailing to pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
So in subsequent stages of edetailing, the very evolvement of the app itself might be the third dimension to create sustainable attractiveness. App and related website(s), must present a dynamic context that proves to be “in ...
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Pharma Marketing Blog: Pharma C-Suite Social Media Dummies: Can They Be Trained?

Pharma Marketing Blog: Pharma C-Suite Social Media Dummies: Can They Be Trained? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
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Public Health, Social Media & the Pharma Industry

Public Health, Social Media & the Pharma Industry | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
2014 has become a blockbuster year for Social Media guidance from the FDA. This week the FDA published draft guidance on the “Do’s and Don’ts” of social me
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Merck Serono lance deux dispositifs connectés pour un meilleur suivi du patient

Merck Serono lance deux dispositifs connectés pour un meilleur suivi du patient | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Le laboratoire Merck Serono, pionnier dans la médecine connectée, lance deux solutions connectés pour accompagner les patients dans le suivi de leur pathologie. Présentation. Dans une démarche d’in...

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How Can Digital Health Startups Work With Health Insurers And Big Pharma? -

How Can Digital Health Startups Work With Health Insurers And Big Pharma? - | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Risk capital is fleeing or stagnant in most of health care. The exception is digital health.

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Merck lance les injections connectées

Merck lance les injections connectées | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Merck Serono, division biopharmacie du laboratoire allemand Merck, fait évoluer ses injections. Intelligentes et connectées, elles

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The patient segmentation model

The patient segmentation model | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Dividing patients into groups based on how they behave towards their condition can aid understanding of the issues that affect them and improve outcomes, such as quality of life in long-term conditions. Market segmentation is the fancy marketer's...

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Franck Marcé - SIS's curator insight, December 12, 2:01 AM

Le marketing appliqué au comportement patients. Discutable et potentiellement stigmatisant mais à lire...

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L’Arthrose en mouvement : programme d’accompagnement digital par Sanofi

L’Arthrose en mouvement : programme d’accompagnement digital par Sanofi | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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Pharma Goes Digital

Pharma Goes Digital | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Technology transforms health care. Digital solutions are the future of medical landscapes. The pharmaceutical industry keeps pace with innovation and technology.

Via ET Russell
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Physician communities’ map: reaching doctors in the virtual world

Physician communities’ map: reaching doctors in the virtual world | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

The social media landscape is constantly evolving. Given the strong interest and comments received from our members, we have published an updated version of the map.

The proliferation of small and large communities is the result ofphysicians’ increasing need to share ideas and discuss clinical cases with colleagues in every part of the world. 
The analysis highlights a very complex social landscape, with a very strong community presence in the US, but also a significant presence of more or less large local communities almost worldwide.

The more the number of communities grow, the greater the need to create stronger niche communities, increasingly unfolding the landascape of physician communities. Trying to find some differentiating features in theaggregation trend of physician communities, we have identified 3 main features:

  • Specialty
  • Location
  • Trustworthy Provider


Specialized communities

“Specialized” communities tend to be a smaller group and represent the long tail of physician communities, with a small but very specialized number of subscribers. In this type of aggregation the common feature is the professional specialty and consequently a common specific area of interest. In the radiology field, for example, there are many examples of specialized communities like Radrounds.com or Radiopolis.com.

Location specific communities

Location specific communities usually represent an aggregation of physicians that come from thesame country or speak the same language.

These kinds of communities are generally larger than the specialized ones, since they tend to include all physician specialities.

Usually physicians turn to location specific communities for two main reasons. The first is language, especially in Europe, where due to the multitude of different European languages, localized communities are proliferating quickly. The second is related to local roles and rules shared by physicians coming from the same country with regard to their medical or practice management issues.

Examples of localized communities are DocCheck in Germany and Doctors.net.uk in UK that represent the top European physician communities.

What is also interesting is the presence of physician communities in emerging markets. In China for example the dxy.cn community has 1,7 million members, of which 50% are physicians.

Trustworthy Provider based communities

The last (but not least) aggregation factor depends on the community provider's trustworthyness. Many physicians prefer to join communities related to scientific societies they belong to or trusted professional websites that they already consider relevant or reliable information sources. This explains the proliferation of physician communities within professional websites such as BMJ (doc2doc community) or related to medical association websites, such as CardioSource from the American College of Cardiology.

Usually these kinds of communities have a significant number of subscribers, largely also due to their existing physician databases.

The physician community landscape is continuously changing, but there is a trend towards growth of smaller communities, which are able to aggregate and keep active specialist interest groups. The true benchmark for measuring the quality and health of a community in this fragmented scenario will be to measure its social life - in order to understand how active each member really is, communicating, playing and sharing information and knowledge to create collective intelligence.


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Social media marketing is dead but opportunities abound for pharma

Social media marketing is dead but opportunities abound for pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Consumer packaged goods companies understand that the secret to social media success (and failure) is to stop talking and start listening.  Brands need to stop promoting new products in social media and instead use social to collaborate with people while helping them navigate the complex world of healthcare.

Disillusionment with social media marketing has reached a plateau, primarily because too many CPG brands have used social media as a channel to amplify their brans and promotions.  However, consumers don’t have the time to be interrupted with sales messages.  Let’s hope that DTC marketers get the message.

While the FDA sits and ponders social media patients are looking for support and help through a variety of online channels.  Take a moment and do a Twitter search on any health condition or prescription branded product and you will see that there are a lot of opportunities to respond to inaccurate information while answering questions of patients and caregivers.  Yes, there is some risk, but can we continue to “play it safe” when there are more and more “consumers of healthcare“?

During the last month I have spent a lot of time directing people to quality health sites to answer their questions on cancer and MS (two area in which I have led research).  I received a lot of thank you’s but everyday, there were more and more people getting lost in the maze of online health information.  There is a huge opportunity for pharma brands to both provide help to these people as well as provide in depth links to credible health sites.

I have also learned that social media is used, by patients, to express frustration in the difficulty to answering specific questions about medications such as time of day for best effectiveness, use of supplements with Rx medications, and cost of medication.

Pharma companies cannot afford to just listen develop a reply and run it past M L R teams.  Patients don’t have the luxury of time and need answers on their schedule, not yours.  Patient insights means very little without acting on those insights.

The FDA needs to get their heads out of their ass and make an effort to understand how patients are using social media and how pharma can help in the confusing world of health information online.



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Birgit Bauer's curator insight, Today, 5:58 AM

I think, Patients, Regulatorys and Pharma have to talk together. Because Patients are active in the Social Media and they want to know more .... See this as invitation for a discussion with me! 

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How To Increase Inbound eDetailing Opportunities

How To Increase Inbound eDetailing Opportunities | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Today, e-detailing has come as a welcome solution for sales directors looking to connect with physicians in a more efficient manner, and market access managers looking to enhance the impact of their value communication ...

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Facebook and pharma in 2014

Facebook and pharma in 2014 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
 

Many of these are successful in engaging their audience, considering that there are several likes and shares on each post, as well as some being commented on (especially if they are topical, like Ebola). More robust engagement comes in the form of competitions, such as BI's asthma photography contest. This gets people involved in creating content as well as raising awareness of a therapy area without being promotional and involving product names.


Figure 3. BI's photography competition serves as the cover image and connects an Instagram campaign to their Facebook page.
 

Going one step further, J&J not only asks general questions to the fans of the page, but is also involved in the follow-up discussions. Having personal responses from the company is of high value to the customers, and the dialogue helps build reputation. Note that the key to avoiding regulatory issues is to ask something that is not likely to lead to any mention of products or adverse events.


Figure 4. J&J gets involved in the conversation about Halloween.


Regulations within the industry mean that comments may be removed and most pharmaceutical firms on Facebook have disclaimers on their pages stating that this may be a result of referencing drugs or their effects. This is made most clear by having a different visible tab on the page labelled 'Community Guidelines' or 'Comment Missing?' as done on the pages of J&J, Pfizer, and Novartis. Having an easy-to-understand and friendly section on these terms helps alleviate any customer frustration.



Figure 5. The information page for consumers on the Pfizer page is clear and friendly about the company's comment policy.


The importance of engagement

This is just a small glimpse into how pharmaceutical companies are using Facebook in their messaging to the public. Although the medium may seem constraining, there is still room for creativity in providing compelling information while remaining compliant. The easiest way to promote participation and interaction with the company is through contests, quizzes, conversations about daily life, games and other activities that go beyond the 'like'.

As mentioned earlier, Facebook has allowed users to not only chat with their friends, but also with companies. However, the ultimate goal should be that these companies become friends through open dialogue with their consumers and transparency regarding their regulatory situation, in order to gain the trust and support of the people they serve.

About the author:

Stefan Marcus is research strategist with Creation Healthcare, the engagement strategy consultancy to the global healthcare industry with a special interest in the digital behaviours of health stakeholders.


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Birgit Bauer's curator insight, December 17, 3:20 AM

Interesting Insights ... 

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SOCIAL MEDIA MONITORING.. #PHARMA, TU NE POURRAS PLUS FAIRE SANS ! #hcsmeufr

SOCIAL MEDIA MONITORING..PHARMA, TU NE POURRAS PLUS FAIRE SANS ! Mon sujet de thèse que je passe le 17 décembre.. 75% des internautes qui cherchent de l'info...
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Social Media Monitoring and Engagement in Pharma | InTouchMD

Social Media Monitoring and Engagement in Pharma | InTouchMD | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Social Media Monitoring and Engagement in the Pharma Industry
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New Standards for Pharmaceutical Digital Marketing

New Standards for Pharmaceutical Digital Marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
How will the new standards for pharmaceutical digital marketing change your marketing strategy in 2015?

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New Remote Detailing Solution Expands Life Sciences' Multichannel

New Remote Detailing Solution Expands Life Sciences' Multichannel ...

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"So you're doing e-detailing?"

"So you're doing e-detailing?" | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
"Doing e-detailing" seems to be in vogue these days. Every pharmaceutical
company is investing in "e-detailing", "digital", "e-marketing" or some
other e/digital platform.

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Social media for pharma – an expert’s view

Social media for pharma – an expert’s view | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Even with risks and regulations, pharma needs to engage with patients and learn more about them

Via Olivier Delannoy, eMedToday
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CONFERENCE DE PRESSE LANCEMENT MonPSO et QualityCare - Léo Pharma

#MonPso - en tweets & pics - le 8 décembre 2014
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