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Les Chroniques de GILEAD - Chapitre 1 : AU NOM DE LA SCIENCE #Gilead30ans #hcsmeufr

From storify.com

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

Lionel Reichardt / le Pharmageek:

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

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Les chroniques de GILEAD - Chapitre 2 #Gilead30ans - #hcsmeufr #LesAnnéesVIH 

From pharmageek.fr

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

Lionel Reichardt / le Pharmageek:

A l’occasion des 30 ans de Gilead Sciences un « J’irai tweeter chez vous » spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

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Les chroniques de GILEAD - Chapitre 1 #30ansGilead - #hcsmeufr #AuNomDeLaScience

From pharmageek.fr

A l'occasion des 30 ans de Gilead Sciences un "J'irai tweeter chez vous" spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

Lionel Reichardt / le Pharmageek:

A l'occasion des 30 ans de Gilead Sciences un "J'irai tweeter chez vous" spécial Gilead Sciences à la rencontre des équipes en France et aux Etats-Unis.

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Castres se met à l'heure de la E-santé humaine et ANIMALE #UEES17 #hcsmeufr #placetogo

From www.midi-pyrenees.cci.fr

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.
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Pharmacovigilance : "La France ne s’est pas donnée les moyens d’avancer"

From www.pourquoidocteur.fr

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.
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Spotlight On... Pharma Content Marketing

From www.slideshare.net

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…
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Why Patient-Centricity Improves Brand Tailoring and Targeting

From corp.inspire.com

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.

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Merck lance la web TV #SEPbyStEPs et le programme #OnStEPs

From buzz-esante.fr

A l'occasion de le journée mondiale de la sclérose en plaques, le laboratoire Merck a lancé la web TV SEPbyStEPs et le programme OnStEPs. Découverte.
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Un lab "100% dédié à l'e-santé" bientôt ouvert sur le campus de Sanofi

From www.ticpharma.com

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.


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PinUp: Digital Opinion Influencers, Pharma Memes, and Rude Remarks by Mylan's Chairman

From www.pharma-mkting.com

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:

 

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.

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From KOL Marketing to Digital Opinion Influencers #hcsmeufr #digital #pharma

From www.pharmexec.com

"Pharma has long recognized the power of key opinion leaders, but with HCPs and patients now acquiring information about disease and treatment online, there is a new opportunity for "digital opinion influencers"

Denise Silber's curator insight, June 6, 7:45 PM
Where should you invite clinicians and non clinicians who are digital opinion influencers? Interesting list included.

Should pharma consider using influencer marketing?

From www.wearecouch.com

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?

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Top 10 Pharmaceutical Companies 2017

From igeahub.com

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…
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Servier a son idée pour booster la santé connectée

From www.challenges.fr

Ni rachat de start-up, ni création de cellule innovation… Le deuxième groupe pharmaceutique français préfère les partenariats opérationnels. Objectif : en signer une quinzaine par an.
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How Digital is Pharma? | Thought leadership and innovation for the Pharmaceutical Industry

From social.eyeforpharma.com

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.

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Facebook's Invite-Only Health Summit for #Pharma. Are You Invited?

From www.cnbc.com

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:

Pharma: Leadership is the most decisive factor for a digital program’s success or failure.

From worldofdtcmarketing.com

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…
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Study: One-third of docs trust pharma content on HCP sites

From www.mmm-online.com

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

From www.biospectrumasia.com

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
Florian Morandeau's curator insight, May 21, 4:46 PM

Ground breaking therapies, advances in technology, and increased access to data by patients are keys.

Drugs Approved by #FDA So Far in 2017 are Mostly Targeted to Smaller Patient Populations

From www.reuters.com

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.

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Compliance is No Longer an Excuse for Healthcare to Ignore Programmatic 

From customerthink.com

Programmatic advertising refers to digital marketing that targets consumer preferences. It works by saving cookies to the web browser when certain pages are visited. This information is then used to create online advertisements that are targeting that specific consumer. This is why people often see advertisements for products they recently viewed.

How Programmatic Benefits Healthcare

Incorporating programmatic advertising can benefit the healthcare industry in a number of ways. The first and most obvious benefit is that patients and potential consumers receive focused ads. Patients won’t be bombarded with advertisements for services and products that are irrelevant to them, and providers can ensure that they are advertising only to the patients who will be interested in what they have to offer. Thus, programmatic can save both parties time and money.

Programmatic data is collected based on how consumers and demographics best receive information. Some are receptive to articles or direct links to a product page while others prefer content such as videos or downloadable educational materials. Targeted advertising can provide relevant content across all of these channels.

Perhaps one of the greatest advantages is the potential for social media to create significant marketing opportunities. Even many who are not technologically savvy have Facebook. This provides opportunities for healthcare products and services to use page advertisements and articles of potential interest.

What is Advertised and Who Benefits?

There are a wide variety of services and products that can be promoted using programmatic. Individual practitioners, medical centers, and hospitals can use it to make customers aware of their services and encourage them to participate in awareness campaigns. For instance, a consumer who previously searched for a pain management practitioner might see a social media advertisement for a local provider.

Health insurance companies can use targeted advertising to promote their services and offer customers coverage. A consumer interested in generalized health might be alerted to free health screenings or events in his current town. Manufacturers of consumer products generally used for preventative or focused care, such as walkers or bathtub lifts, can use it to promote these products with consumers who are most likely to use them. A patient in need of mental health services might receive alerts for practitioners.

Privacy guidelines are more strict in healthcare than in other industries which is a big reason the industry is one of the last to jump on board. Restrictions are placed on what can be advertised. For instance, consumers are not to be targeted for specific medications or known conditions. If a patient searches for information regarding a particular mental health concern, such as PTSD, he cannot be targeted with advertising for that condition.

Healthcare providers can benefit from programmatic to gain information concerning effective medications, treatment plans, and certifications. For instance, if a provider is due for PALS recertification, focused advertising based on automated electronic knowledge of search history and other online activity can alert him about available courses and times.

How Programmatic Can Be Used

It is true that some consumers are not happy with the concept of “smart” digital advertising as they feel it is a breach of privacy. However, the benefits seem to silence the naysayers. The obvious concerns about privacy can be laid to rest with one simple adjustment: allowing the patient to opt-in. For instance, it is difficult for a hospital to provide focused advertising without violating privacy laws. However, if the patient consents and opts into information from that entity, then focused advertising will be permitted. For this reason, it is almost unreasonable for health care centers, providers, and hospitals to not utilize programmatic advertising.

Basically, the concept for programmatic advertising remains the same whether it is being used in healthcare or other industries. In order for it to be effective, the right information has to reach the right people at the right time. Automated research and a basic knowledge of the target audience will ensure that advertising time and space is not wasted.

Programmatic must be utilized as a part of a whole marketing campaign. While it can be especially beneficial, it should not be the only marketing focus. A properly researched and implemented strategy will effectively utilize targeted digital marketing and ensure the highest opportunity for success.

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Otsuka, Proteus resubmit FDA application for novel drug-device combination

From www.mobihealthnews.com

One year after the FDA declined to approve Proteus Digital Health and Otsuka's new sensor-embedded formulation of Otsuka's antipsychotic drug Abilify, the companies are giving it another shot, resubmitting the application with additional information.
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Top 10 de la pharma mondiale (2) : une année de consolidation en demi-teinte

From pharmanalyses.fr

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…
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