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Rescooped by Lionel Reichardt / le Pharmageek from 1- E-HEALTH by PHARMAGEEK - E SANTE par PHARMAGEEK
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Cegedim Relationship Management’s 3rd Annual US Pharma Insights Survey Reveals 74% of Pharma Execs Are Most Concerned About the Changing Commercial Business Model

 

Cegedim Relationship Management today announced the release of its thought leadership report, 2012 US Pharma Insights, which provides the results of its third annual survey of life sciences decision makers on current challenges, upcoming business developments, preferred strategies and next generation technology. Leveraging analysis from three years of responses, the report delivers a holistic view of present and future trends.

 

The Shape of Change in Decision Making, Industry Concerns and the Future

Sustained industry concerns, evolved decision making leadership and new future strategies top 2012’s trends. Aligning with previous years’ responses, 74% of respondents ranked the changing commercial business model as their first, second or third priority of concern; followed by regulatory reform (62%) and market access (53%). Additionally, decision making leadership now sources from executive management for most technology decisions (46%); and strategy/business development for main business model/process changes (55%). Further, respondents clearly defined the following prioritized changes for the near future: increased focus on market access strategies (64%), primary sales force realignment (38%) and increased focus on managed markets (35%).

 

Boosts in Field Centric Tablet Usage, Preference for Apple® Mobile OS and Noteworthy Social Media Gains

Surveyed executives cite continued focus on field centric tablet usage, their preferred mobile OS and social media. Eight out of ten (80%) currently use or will be using tablets, and unsurprisingly, field sales/account management (61%) account for the most active tablet users. Further, exactly half selected Apple OS as their favorite mobile platform. In terms of social media trending, the report underscores significant increases in usage between 2011 and 2012. LinkedIn (96%) and Facebook (70%) represent respondents’ leading channels with marketing (64%), PR (42%) and sales (38%) make up the most active departments. Lastly, despite minor social media budgets, those surveyed exhibited notable gains according to the report.

 

“The 2012 US report details exactly how and where our current industry climate is impacting strategy and operations. Respondents report strong focus on business model changes, as well as next generation and mobile technologies,” said Angela Miccoli, President of North America, Cegedim Relationship Management. “In order to further our standing as the leader in pharma CRM, data and compliance solutions, we strive to consistently monitor the pulse of the industry, and empower our customers with our proven insights and expertise.”


Via Dominique Godefroy, Lionel Reichardt / le Pharmageek
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Dan Baxter's curator insight, December 16, 2012 10:21 AM

'Respondents highlight that tablets are already ingrained in 

their companies, but fully leveraging all avenues of this optimal
mobile technology will provide the seamless connection
between sales forces and today’s evolving business objectives
and targets. Tablet-enabled CRM platforms are specifically
designed to increase sales efficacy and feature the latest in
cloud technology.' <Yet no mention of linking together multichannel marketing strategy?

9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK
MULTI CHANNEL MARKETING IN PHARMA / MULTICANAL DANS LA PHARMA
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Johnson & Johnson opening another JLABS accelerator in South San Francisco

Johnson & Johnson opening another JLABS accelerator in South San Francisco | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Life sciences giant Johnson & Johnson Innovation announced the opening of a fourth JLABS accelerator in South San Francisco that will accommodate up to 50 startups that span the healthcare landscape.

Via Herve Ansanay
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Médicaments : quand les laboratoires sont rémunérés à la performance

Médicaments : quand les laboratoires sont rémunérés à la performance | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Comment rémunérer l’innovation dans la pharmacie ? A l’instar du Sovaldi, le traitement contre l’hépatite C à plus de 50.000 euros,...

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Quand la #pharma se lance dans un Hackathon-eSanté - l'innovation au service des patients #hcsmeufr #eSanteHack

Quand la #pharma se lance dans un Hackathon-eSanté - l'innovation au service des patients #hcsmeufr #eSanteHack | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Hackathon esanté Novartis, l'innovation au service du patient, venez relever le challenge: www.hackathon-esante.fr
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Les 10 grandes tendances tech dans l'industrie de la santé

Les 10 grandes tendances tech dans l'industrie de la santé | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
A travers l'exemple de son entreprise, HP, Meg Whitman liste les nouveautés technologiques susceptibles de révolutionner la diffusion, le mode d'administration, le coût et la qualité des services santé dans le monde.

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PharmagoraPlus 2015 - e-santé et les opportunités pour le pharmaciens d'officine #hcsmeufr

PharmagoraPlus 2015 - e-santé et les opportunités pour le pharmaciens d'officine #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
e-santé et les opportunités pour le pharmaciens d'officine
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DII L’Industrie Pharma à l’ère Digitale - Pourquoi participer ? #hcsmeufr

DII L’Industrie Pharma à l’ère Digitale - Pourquoi participer ? #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Conférence Annuelle Digital Pharma 2015. Le 20 mars 2015 à Paris.
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Sanofi joins WHO-backed diabetes mHealth programme

Sanofi joins WHO-backed diabetes mHealth programme | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Becomes
sole pharma partner for Be Healthy, Be Mobile's diabetes arm

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France : des hackathons pour concevoir des objets connectés | Proxima Mobile : applications et services gratuits sur mobile pour les citoyens

France : des hackathons pour concevoir des objets connectés | Proxima Mobile : applications et services gratuits sur mobile pour les citoyens | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Portail des applications et de services aux citoyens sur téléphone mobile, coordonné par la Délégation aux usages de l'Internet (Ministère de la Recherche / Ministère de l'Industrie) .

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80% Of All Online Adults Now Own A Smartphone, Less Than 10% Use Wearables

80% Of All Online Adults Now Own A Smartphone, Less Than 10% Use Wearables | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
If people are looking to Apple and its new smartwatch to kickstart wider consumer interest in wearable computing gadgets, the maker of the iPhone will..

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FDA Readies Social Media Rules For Big Pharma

FDA Readies Social Media Rules For Big Pharma | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Social media plays an increasingly important role in the marketing and communications plans for pharmaceutical firms.

Trends point to patients and healthcare professionals using social media to research, communicate and influence buying decisions. There are already examples of pharmaceutical firms who are already successfully using social media.

However, many firms have been waiting on the sidelines waiting for guidance from the regulator, the Food and Drug Administration (FDA).

In response to the industry’s request for guidance, the FDA has been busy coming up with some. Over the last 6 months, it has released 3 draft guidance documents for social media.

This is a fast-changing situation with the FDA widely expected to release final guidance on social media very soon.

Acknowledging the keen interest in this area, on July 10th the FDA delivered “The Social Media Draft Guidance Webinar”. The slides for the webinar are available on the FDA’s website.

There are a few recurring points running through all the pieces of FDA guidance, namely:

  • Communications must be balanced, accurate and non-misleading
    • The closer to the creation or adoption of the content, the more likely a firm is responsible for that content.
    • There is no “one-click rule”.  Risk information should be given equal prominence to benefit information, regardless of space constraints.
    • Direct hyperlinks to risk information and/or FDA approved labeling may to be provided from the message, update, ad or tweet as a means to learn more about the product.
  • Organizations must capture and preserve full and proper records
    • Social media communications need to be properly retained, preferably in context, in a format that preserves interactive links
    • Full metadata such as author, date, etc., also needs to be archived

What is clear is that the FDA means business when it comes to the conduct of pharmaceutical firms on social media.  Firms can expect to be held accountable if these standards are not met. Even before the draft guidelines were released, the FDA already demonstrated that it is closely monitoring pharmaceutical firm’s use of social media.  This is illustrated by the warning letters issued to firms it believed had used social media inappropriately, for example:

With the key guidance on the use of social media from the FDA widely expected to be finalized in soon, there is a real likelihood that the FDA will increasingly step up its monitoring program and impose sanctions on non-compliant firms.

However, in response to this recent guidance, we may begin to see more firms explore how they can use social media to build brand awareness, facilitate communities, even drive revenues. These firms need to take thoughtful steps in order to deploy social media compliantly, including, making sure communications are balanced, accurate and non-misleading as well as taking steps to monitor and preserve real-time communications.

Check out these compliant social media guidelines from the FDA:

  1. Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices (December 2011)
  2. Fulfilling Regulatory Requirements for Postmarking Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics (Draft Jan 2014, Final expected July 2014)
  3. FDA Draft Guidance for Industry Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices (June 2014)
  4. FDA Draft Guidance for Internet/Social Media Platforms: Correcting Independent Third-Party Misinformation About Prescription Drugs and Medical Devices (June 2014)



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2015 #ePharma Summit highlights, Day Two

2015 #ePharma Summit highlights, Day Two | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Here are some of my personal highlights from day two of the 2015 #ePharma Summit. The ePharma Summit connects pharmaceutical biotech and medical device marketers in bringing together brands, HCPs, and consumers in the era of digital marketing.

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Digital business era: stretch your boundaries – Accenture Technology Vision

Digital business era: stretch your boundaries – Accenture Technology Vision | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Today’s pioneering enterprises are doing more than just talking a good digital game. They are fundamentally changing the way they look at themselves and quickly mastering the shift from “me” to “we.”
Proactive corporate leaders see their businesses, employees and customers as a living, breathing digital fabric offering unprecedented opportunity to establish beachheads in new markets, drive profit and change life for the better. Through the transformational power of this network, we’re witnessing the birth of a new era of “digital ecosystems.


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Rescooped by Lionel Reichardt / le Pharmageek from Pharma Hub
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Trend: Taking health (and brain health) care "beyond the pill"

Trend: Taking health (and brain health) care "beyond the pill" | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
. How Device Makers Can Take Healthcare "Beyond the Pill" (Medical Device and Diagnostic Industry): "One thing is clear: Pharma’s commitment to “beyond the

Via Philippe Marchal/Pharma Hub
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Hackathon e-santé : "le gagnant c'est le patient" #eSanteHack #hcsmeufr

Hackathon e-santé : "le gagnant c'est le patient" #eSanteHack #hcsmeufr | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Hackathon e-santé : "le gagnant c'est le patient" #eSanteHack Un hackathon e santé par Novartis
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142 mental health groups comment on 13 pharma companies


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Exhibit of the Month: Improving Pharmaceutical Innovation

Exhibit of the Month: Improving Pharmaceutical Innovation | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Health Affairs is the leading peer-reviewed journal at the intersection of health, health care, and policy.

Via Richard Meyer, eMedToday
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e-Santé 2015 : focus sur les dernières tendances dans la Silicon Valley #hcsmeufr

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Social Media and Inherent Risks in the Pharmaceutical Industry

Social Media and Inherent Risks in the Pharmaceutical Industry | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
“Pharma is behind on its use of social media, compared to other big companies and especially compared to the rest of the healthcare system”.
Howard J. Luks, Mayo Clinic Center

Via Philippe Marchal/Pharma Hub
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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 consultancy Evolution Road LLC.
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Pharma Marketing Blog: Impact of mHealth on Adherence and Patient Outcomes Needs Improving. How "Open, Crowdsourced" Data from Pharma Can Help

Pharma Marketing Blog: Impact of mHealth on Adherence and Patient Outcomes Needs Improving. How "Open, Crowdsourced" Data from Pharma Can Help | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

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Clinical Trials - Pharma in the Twittersphere

Clinical Trials - Pharma in the Twittersphere | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

"Social media can contribute to nearly every aspect of a clinical trial, from development and recruitment, to sharing important information and findings with patients and researchers. Twitter, in particular, provides the public with a free flow of information and open sharing of ideas, and has been used extensively by patients looking for alternative treatment options. We investigate the unique opportunities provided by Twitter for clinical trials."


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Poll shows all ages seek digital health tools

Poll shows all ages seek digital health tools | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Millennials and baby boomers have a lot of common a desire for technology that supports health priorities.

Via eMedToday, Philippe Marchal/Pharma Hub
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Tanya Kerr's curator insight, February 27, 6:39 PM
Good article that shows the disease or condition is more important motivator. Also that the type of digital media preferred is different per age group.
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Study: Physician social networks may be more effective than medical journals

Study: Physician social networks may be more effective than medical journals | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it
Researchers have found that social physician networks may be more influential than traditional medical journals.

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3 Reasons Why Digital Matters in Healthcare Marketing

3 Reasons Why Digital Matters in Healthcare Marketing | 9- PHARMA MULTI-CHANNEL MARKETING  by PHARMAGEEK | Scoop.it

Everywhere you turn, digital dominates. Articles across the Web proclaim its importance in marketing strategies, and now, digital marketing is unavoidable. Why? Its benefits and ease of use are too great to ignore. But let’s get a little more specific. When it comes to healthcare marketing, why does digital matter?

In this article, we’ll discuss three key benefits of integrating digital marketing into your promotional strategy taking into account customer demands of the healthcare sector.

Before we get started, take a look at these impressive statistics:

  • 77% of online health seekers say they began their last session at a search engine such as Google, Bing, or Yahoo
  • 51% of patients say they’d feel more valued as a patient when doctors use social media, blogs, and other digital engagement outlets
  • 72% of internet users say they looked online for health information within the past year
  • Behind using search engines and checking email, the #3 activity people do online is search for health information

Customers and potential clients demand your presence on digital channels, but what’s in it for you as a healthcare marketer?

OPTIMIZED PROGRAMS

Unlike traditional marketing channels, digital marketing allows for the optimization of individual campaigns while the programs are live. Instead of sending out one message to a broadly targeted audience in say, a television, newspaper or radio ad, you can tailor your messaging according to keywords, devices, interests, locations, demographics and more. Digital programs also give advertisers the ability to adjust targeting techniques at any time. For example, a company started a marketing campaign to target woman age 30-50 for their cosmetic procedure. Shortly after the campaign launched, the company realized a better target for their procedure is males over the age of 65. Unfortunately the company has already bought TV and Radio ads on stations targeting women. Digital platforms allow companies to adjust their target criteria in real-time so that there is no wasted budget. Much like an investment portfolio, digital channels allow advertisers to "invest" budget in areas that perform and eliminate underperforming campaigns. Does radio, print or TV provide that capability? Once an ad is printed, filmed or recorded, there is no opportunity to make improvements or adjustments.  

Your audience is online, and as such, you should already be engaged in digital marketing. At the very least, you should be strongly considering adopting a digital strategy. Google Think surveys found that 76% of patients were using hospital websites for research, compared to 32% using TV, 20% using magazines and 18% using newspapers.

With the ability to closely monitor digital campaigns and act on real-time metrics and feedback, medical marketers can see better returns on investment.

MOBILE TARGETING

The mobile market is growing at an incredible rate. In fact, this year eMarketer predicts that worldwide smartphone penetration will reach two billion. Google research has already found that roughly 1/3 of patients use tablets or mobile devices on a daily basis for research and/or to book appointments.

The statistics below only go to show mobile’s rising prominence in the healthcare industry:

  • Of patients who found physicians and private practices on their mobile devices, 44% scheduled an appointment (Source)
  • Year-over-year (2012-13) the number of consumers using mobile devices to search for healthcare services increased 22% (Source)
  • 52% of smartphone users gather health-related information on their phones (Source)

You’ve no doubt figured out by now that mobile should be a priority when it comes to your healthcare digital marketing strategy. Luckily, most digital marketing platforms will allow you to target users by device. Just make sure that your ads and landing pages are optimized for mobile devices, or you may end up doing more harm than good.

PROGRAM FLEXIBILITY

As part of the healthcare industry, you know that in any situation, everything can change at the drop of a hat. New market research makes your campaign irrelevant? Marketing budgets get slashed? Management isn’t sold on your execution strategy? This can mean big trouble if you’re dealing with prepaid campaigns and/or advertising programs that can’t be paused immediately.

With digital marketing campaigns, these crises are easily averted. The freedom and flexibility offered by digital advertising methods are invaluable! There’s no need to pay weeks or even months in advance, and you have complete control with the ability to turn these programs on/off with the click of a button.

Healthcare digital marketing is no longer a suggestion. It’s a requirement. Customer demand for digital is constantly growing and the benefits of a digital strategy far outweigh its disadvantages. At this point, it’s a no brainer. Digital marketing matters, and in order for your healthcare practice to be successful, you’ll need to meet patients where they are: online.



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