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Content Marketing & Pharmaceutical Industry : what is the best process ?

Content Marketing & Pharmaceutical Industry : what is the best process ? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it


According to  Buddy Scalera, (Senior VP Ogilvy CommonHealth Interactive Marketing), content travels across multiple platforms, so it should be developed and delivered in a way that is “platform-agnostic.” Strategic goals for content must be aligned to move people through the sales funnel or consideration process. Audit analysis must be conducted to determine if gaps exist.


Content should be personalized. Content creation should be a multi-phase process: Ask a lot of questions, figure out what your customers want, determine what already exists, think like a publisher, and make it part of your process.


Content is more than text and is not always consumed the way you think. Content is not limited; data the audience wants to consume on their mobile devices is different from what they want on their computers.


Original source : http://contentmarketinginstitute.com


Via Philippe Marchal/Pharma Hub, Lionel Reichardt / le Pharmageek
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9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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A physician's guide to prescribing mobile health apps

A physician's guide to prescribing mobile health apps | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

More than one-third of physicians have recommended the use of mobile health apps to their patients in the past year, according to a recent Manhattan Research survey. Experts say that the bulk of these apps are related to diet and fitness, and that few physicians are “prescribing” apps with the expectation of receiving follow-up data. Nevertheless, physicians’ acceptance of mHealth apps and related tracking devices is clearly growing along with mobile’s influence on everyday life.


“The mobile revolution is everywhere around us,” notes Joseph Kvedar, MD, president of the Center for Connected Health (CCH), a unit of Partners Healthcare in Boston. “It’s all about mobile now, and physicians can’t help but notice that, and they feel they have to get involved in some way.”


Mohit Kaushal, MD, a partner in Aberdare Ventures, a San Francisco-based venture capital firm, agrees. “The mobile health world has been around for a couple of years, and we’ve had a lot of experimentation and there are a lot of apps out there,” he points out. “So it’s not surprising that a subset of these apps are quite valuable and that doctors are recommending them.”


On the other hand, Manhattan Research found that only about half of the physicians who recommended apps suggested specific ones to their patients. “Some doctors are going to be more savvy about what apps are around—particularly, younger ones who are more pro-technology,” Kaushal explains. “Those doctors are more likely to prescribe and suggest a particular app.”


With more than 40,000 health-related apps available, most doctors are unsure of which ones to prescribe, notes Kvedar. “There’s a fear of liability if they don’t know what they’re talking about. So they tend to be very general and say, ‘It’s probably worth looking at this category to help you track something because you need to lose 10 pounds or you need to be more active.’”


CCH has a website called Wellocracy.com that rates several trackers and apps. IMS Health has started a much more ambitious project to curate the 16,000 apps in the Apple Store that it considers relevant. A group of experts, in a recent JAMA commentary, proposed that independent or government-commissioned bodies review and certify mHealth apps. But right now, not much is available to help doctors evaluate the effectiveness of mHealth apps before prescribing them to patients.


Via Pharma Guy, Claudio Bini, eMedToday
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Pharma Guy's curator insight, October 22, 2:13 PM


Happtique, in July 2012, released a draft of standards that it will be using to certify medical, health, and fitness apps under Happtique’s App Certification Program. For more on that, read this post: Certifying Prescription Grade Smartphone Medical Apps


However, Happtique suspended its mhealth app certification program after software developer exposes security shortcomings (read more about that here).


Keith McGuinness's curator insight, Today, 12:36 AM

"In the next few years, Kvedar forecasts, most apps and devices that help doctors diagnose and treat patients will undergo clinical trials to get FDA approval."  


There is a problem with this statement.  Either it does not include the 100,000+ or so behavior change apps that are already being made available to consumers or it is simply not possible.  Most of the apps that address behavior change are targeting prevention and management of chronic conditions which "some physicians are eager to try."  We need to see evidence of health outcomes from these as well, but the risk of injury is so low and the number of app so high that the FDA cannot uses traditional research methods to meet the challenge.  A new approach to evidence collection and measurement will emerge, one that makes the most the new data analytics methods. 



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Farmacéuticas con línea directa a los pacientes | estusanidad.com #hcsmeues

Farmacéuticas con línea directa a los pacientes | estusanidad.com #hcsmeues | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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Pere Florensa's curator insight, October 24, 4:12 AM

El customer engagement, sin duda es uno de los retos de las empresas farmacéuticas. La relación con los pacientes, olvidados durante mucho tiempo, seguramente sea la mayor oportunidad de la industria en los próximos años. 

Casualmente había escrito esta semana sobre este tema en el blog de Healthy Advertising:

http://healthyadvertising.es/el-customer-engagement-una-oportunidad-para-las-pharmas/

Pere Florensa's curator insight, October 24, 4:19 AM
Pere Florensa's insight:

El customer engagement, sin duda es uno de los retos de las empresas farmacéuticas. La relación con los pacientes, olvidados durante mucho tiempo, seguramente sea la mayor oportunidad de la industria en los próximos años. 

Casualmente había escrito esta semana sobre este tema en el blog de Healthy Advertising:

http://healthyadvertising.es/el-customer-engagement-una-oportunidad-para-las-pharmas/

Rescooped by Lionel Reichardt / le Pharmageek from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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5 reasons why digital pharma needs physician key opinion leaders

5 reasons why digital pharma needs physician key opinion leaders | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Physician key opinion leaders (KOLs) have been viewed as a valuable resource in the pharmaceutical (heretofore referred to as pharma but included are medical device companies) industry.

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Deloitte on Disruption | Deloitte | Changing course in a disruptive world

Deloitte on Disruption | Deloitte | Changing course in a disruptive world | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

he trouble with strategic risks is there’s often no historical precedent to draw from to assess their potential nature and impact. Sometimes they’re the product of a visible trend, but often they appear as a surprise. And hard as they are to identify or manage, they are extremely difficult to recover from. Another way strategic risks can be confusing? They’re not just “something to mitigate.” In fact, spotted early and handled well, strategic risks can be the basis for game-changing moves that reorder the field. That’s why smart organizations will develop a system to deal with unexpected change by:


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How Pharma Can Meet Consumer Expectations

How Pharma Can Meet Consumer Expectations | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Consumers expect rewards from pharma. 63 percent of the patients in a recent survey say they want to participate in customer rewards programs.

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Infographie : l'adoption du digital par les professionnels de la santé

Infographie : l'adoption du digital par les professionnels de la santé | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
86% des sondés utilisent les sites internet et 69% des spécialistes les newsletters.

Via Isabelle Delignière-Léglise, Coralie Bouillot
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Daiichi Sankyo France : un ancrage industriel dans nos territoires, une démarche médicale d'avenir

#daiichisankyo - tweets & pics - 20 octobre 2014
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Baromètre digital des Professionnels de santé - Ipsos MediaCT

Baromètre digital des Professionnels de santé - Ipsos MediaCT | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
En 2014, ont été interrogés les pharmaciens, les médecins généralistes,  les cancérologues/oncologues, les cardiologues, les diabétologues/endocrinologues, les ophtalmologues et les pneumologues.
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Enquête : démarches multicanal auprès des médecins et pharmaciens


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Alexandre Gultzgoff's curator insight, October 20, 3:46 AM

updated indicators on multichannel acceptance by french HCPs.

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Can pharma marketing fully spread its wings into the digital and social media platform?

Can pharma marketing fully spread its wings into the digital and social media platform? | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Find out what marketing executives revealed at the PharmaForce 2014
conference on how they are addressing digital strategies.

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Art Jones's curator insight, October 16, 1:06 PM

#ePharma continues to struggle to fully join the conversation.

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Pharma Companies Should Have Public Social Media Disclosure Policies, Survey Results Show

Pharma Companies Should Have Public Social Media Disclosure Policies, Survey Results Show | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

In preparation for FDA's public hearing on the Promotion of Food and Drug Administration-Regulated Medical Products Using the Internet and Social Media Tools, the agency is asking for comments on 19 specific questions (see "Let's Respond to FDA's Questions Regarding Its Regulation of Social Media"). These questions are included in my ongong online survey/questionnaire, which you can access here.

I am following the results of this survey closely and will provide updates. Here, I focus on this question:

How should companies disclose their involvement or influence over discussions or material, particularly discussions or material on third-party sites?

The survey asks respondents to choose one or more of the following responses (and add additional comments):

  • Disclosure is necessary only when content is paid for.
  • Disclosure should be prominently displayed alongside relevant content when possible
  • Disclosure and disclaimers should be included prominently on the corporate website near any links to social media outlets.
  • Each company should have a public SM policy that includes a notice of its transparency policies.
  • None of the above

The image below shows how respondents answered this question (ALL respondents vs. PHARMA respondents). The image will be updated frequently. See the date stamp on the image for when it was last updated. To see the most up-to-date results, please take the survey yourself and you will be able to see a summary at the end.


Many comments were submitted in response to this question. Some of these comments include:

  • We can't make rules/laws for everything. It would be better to hold companies responsible to their stakeholders - investors, customers, patients, healthcare professionals, etc etc.
  • Disclosure and disclaimers should be included prominently on the corporate website near any links to social media outlets.
  • When companies pay for content to be produced on their behalf, a disclosure, disclaimer and list of policies should be included prominently on the corporate and associated websites near any links to social media outlets.
  • A notice of disclaimer should be provided whenever there is a content favorable to the company's interests that has been elaborated directly or indirectly by any third-party benefited by the company.
  • Disclosure must be constant, no exceptions; even Twitter comments must contain disclosure, even if in the form of a hashtag (#iwork@novartis is in use today)
  • If true: "We encourage our employees to message about their experiences with our products, but they are not separately compensated for these messages. You should consider whether opinions being offered here are from a source whose employment is tied to the maker of the product being discussed."
  • If company involved, should always disclose. In scenario where a brand has sponsored some activity, could disclose pharma company involvement without mentioning the brand name, not as a way to cover up brand involvement but to avoid using brand name and triggering need for fair balance.

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Flip the Visit – Patient in Charge!

Flip the Visit – Patient in Charge! | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
by Sri Bharadwaj Sri is a Board member of HIMSS Southern California and consults with healthcare organizations across the nation. The healthcare landscape is being changed by the technology-enabled...

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Pharma’s first-to-market advantage | McKinsey & Company

Pharma’s first-to-market advantage | McKinsey & Company | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

There has been a long-running debate in the pharmaceutical industry about the value of being first to market. Companies spend considerable resources seeking to increase the odds of beating their competitors to market and often fret about the commercial disadvantage of being late. In the high-stakes race to market for a novel drug class, companies firmly believe that every month of lead time ahead of a competitor is significant. It’s not quite that simple. Our analysis of pharma launches confirms a weak first-to-market advantage on average, but with significant nuances dependent on market context.


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New Pharma Digital Marketing Benchmarks Show th...

New Pharma Digital Marketing Benchmarks Show th... | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation...

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LMCoach : service pour améliorer l’observance des patients atteints de LMC

LMCoach : service pour améliorer l’observance des patients atteints de LMC | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
L’association LMC France a développé avec Observia et le soutien de Novartis un service de coaching mobile destiné à accompagner et soutenir les patients atteints de leucémie myéloïde chronique (LM...
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"Wikipedia is an Insane Place" - Pharma Should ...

I've just finished reading the comments submitted to the docket regarding FDA's recent draft guidelines for correcting third-party "misinformation" on Internet/social media platforms such as Wikipedia The comment submitted by Eric Barbour, a...


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Pharma Marketing Blog: A Formula for Creating Patient-Centric Mobile Health Apps

Pharma Marketing Blog: A Formula for Creating Patient-Centric Mobile Health Apps | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Pharma Marketing Blog: A Formula for Creating Patient-Centric Mobile Health Apps by @pharmaguy http://t.co/b5M4ZBEit8

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Infographic – Connected Physician – Cardiologist Q2 2014

Infographic – Connected Physician – Cardiologist Q2 2014 | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Infographic highlighting the use of digital, mobile, apps, and professional resources online by US cardiologists (source: Digital Insights Group).

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Pharma companies need to join the social media age

Pharma companies need to join the social media age | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Pharma companies need to join the social media age. From PR Week

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BAROMETRE CESSIM : LES PRATIQUES NUMERIQUES DES PROFESSIONNELS DE SANTE #hcsmeufr

#barocessim2014 - tweets & pics -1' octobre 2014
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Helene Decourteix's curator insight, October 20, 9:50 AM

les chiffres clefs des MG, spé et pharmaciens

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New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical Marketing Continues to Drive Brand Awareness, Favorability and Conversions

New Pharma Digital Marketing Benchmarks Show that Online Pharmaceutical Marketing Continues to Drive Brand Awareness, Favorability and Conversions | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released results from its eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, conducted in partnership with marketing innovation...

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NetPublic » 15 infographies pour comprendre les enjeux du numérique

NetPublic » 15 infographies pour comprendre les enjeux du numérique | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Comment valoriser la culture numérique et faciliter la compréhension d’aspects du monde connecté en mode visuel ? Les étudiants en DUT Information et Communication (IUT de La Roche-sur-Yon) ont réalisé des infographies thématiques sur des points évoqués en cours de culture numérique (par Olivier Ertzscheid, Maître de Conférences en Sciences de l’information et de la communication).

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Marketing In The Healthcare Industry

Marketing In The Healthcare Industry | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it


It’s a great time for those in the Healthcare industry. With changes in insurance and people taking charge of their health & wellness, you have a great opportunity to establish a strategy and marketing budget to reach your ideal patients. How do you begin marketing in the healthcare industry?

Your prospective patients are using the internet and social media to research healthcare options. Are they finding you? They’re also talking to their friends to get recommendations and suggestions for trusted providers. Inbound marketing is the process of creating and sharing content that is specifically designed to appeal to our target patient. With educational content they’re looking for, you are helping them and establishing yourself as an expert in your industry as well as establishing trust. This established trust makes you a credible source. This credibility makes prospective patients choose you.


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Jerome Leleu's curator insight, October 17, 12:54 AM

ajouter votre point de vue ...

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Pharma Marketing Blog: #mHealtMobile Chat Takeaway: Pharma Must Involve Patients Early on When Developing Mobile Health Apps

Pharma Marketing Blog: #mHealtMobile Chat Takeaway: Pharma Must Involve Patients Early on When Developing Mobile Health Apps | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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