Pharmaceutical marketers have a wealth of experience producing videos for direct-to-consumer (DTC) advertising (in the U.S.) and disease-awareness piblic service messages worldwide. It's no surprise, therefore, that the Dose of Digital's Pharma and Healthcare Social Media Wiki includes dozens of pharma YouTube channels, or what I like to call "YouPharma".
The Johnson & Johson family of companies, which includes Janssen UK, have been the leaders in launching branded and unbranded YouTube channels. This show features two of the best examples of that. Gary Monk is the person responsible for Janssen-Cilag's "Living with ADHD" YouTube site, which features a video is entitled "ADHD: A day in the life by Janssen-Cilag Ltd." Rob Halper is the person who single-handedly maintains the J&J Health Channel on YouTube, which is a non-branded site with the goal of presenting a better understanding of health and health care issues.
- Describe your YouTube campaign/channel. Who is the intended audience(s)?
- How did you get internal buy in for your digital video campaign?
- How do you define "engagement" with patients via your YouTube channel? Do you allow comments?
- What's your measure(s) of success?
Si l’étiquette apposée est assortie d’un RFID/N.F.C, il devient alors possible de continuer la communication avec la boîte, de regrouper l’information de la boite dans le colis et du colis dans la palette… Il devient surtout possible de connaitre en temps réel le positionnement géographique de la palette et d’assurer un tracking total et sécurisé.
1. Medtronic (Corporate)
The medical device company, which develops insulin pumps for diabetes patients, has more than 16,000 followers. Wendy Blackburn, EVP of Intouch Solutions, said Instagram makes sense for diabetes marketing, since it has always been a disease category that is active on social media and tends to have a broad age range of patients.
2. Team Novo Nordisk (Corporate)
“Racing to inspire, educate and empower everyone affected by diabetes” is the tagline of Novo Nordisk's diabetes pro cycling team. This account has more than 73,000 followers and close to 2,000 posts.
In honor of the late Leonard Nimoy, who famously played Mr. Spock from “Star Trek,” Philips Healthcare and the COPD Foundation launched the #BreatheBoldly campaign to raise awareness of COPD in November. Celebrities such as actress Whoopi Goldberg, actor Vince Vaughn, and reality TV star Melissa Gorga posted videos on their Facebook and Instagram pages to show the challenges of suffering from the condition.
4. Flonase (Brand)
Facebook Health industry manager Danielle Salowski points to GlaxoSmithKline's over-the-counter allergy treatment Flonase as a good example of Instagram used well, showcasing vibrant seasonal imagery with related comments and information about how allergies affect people in the winter, spring, fall, and summer.
5. Pfizer (Corporate)
Blackburn doesn't recommend deleting comments, even when they are negative. She noted that Pfizer has a lot of trolls on its Instagram page, but doesn't delete them. “There will always be trolls and haters,” she said. “Deleting sends the wrong message because you're on there to engage to begin with.”
6. Bayer4Animals (Corporate)
According to a study by BarkBox, dog owners in the U.S. on average post one photo or talk about their dog on social media six times a week. Bayer Animal Health targets pet owners and animal lovers with engaging animal photos and information about keeping them healthy.
7. Tylenol (Brand)
Like Flonase, Johnson & Johnson's Tylenol ties different moments throughout their year with content that tells a story through that lens, noted Salowski. “What I like about that is people know what to expect when they see content from Tylenol,” she said. “That's how they're connecting and engaging, and they just do a beautiful job with their photography and taking advantage of the mobile format.”
8. Emily Maynard for Diclegis (Influencer)
In June, The Bachelor and The Bachelorette's Emily Maynard Johnson made a post about her experience taking Duchesnay USA's morning sickness pill Diclegis — including safety information. It is the drugmakers second attempt at leveraging a celebrity spokesperson's Instagram handle — following a less successful example with Kim Kardashian West in July 2015 — to reach its target audience of expectant mothers.
9. Novartis (Corporate)
Novartis' corporate Instagram page comprises a mix of images and videos showing their corporate history and milestones, social and humanitarian efforts, and the drugmaker's attention to education and training.
10. Sanofi (Corporate)
There are drugmakers like Sanofi that have created an Instagram handle but not yet activated it with posts.
MADISON (Wisonsin) (TICpharma) - La société américaine Propeller Health a annoncé le 8 février un partenariat avec Novartis afin de développer un capteur sur mesure pour connecter l'inhalateur Breezhaler* à sa plateforme de traitement des données liées aux troubles respiratoires.
Pharmaceutical giant GlaxoSmithKline and MIT Connection Science have launched a new flu app called Flumoji to help users track symptoms & share that information with researchers working to improve disease surveillance.
Cases of the flu have increased nationally as the season begins to hit its usual peak. Tracking the activity of such an ubiqutious disease can help public health officials guide limited resources to the areas where they could get the most bang for their buck.
We’ve seen interesting uses of digital health for flu tracking in recent years, ranging from medical apps to guide flu treatment to the use of social media and internet searches to track activity. Flumoji is an Android app that includes educational material about the flu as well as symptom tracking features, which includes collection of data already being captured by the phone:
…the Flumoji app tracks a variety of real-time data from a user’s phone in order to detect fluctuations in a user’s activity levels, social levels, and general routine. These fluctuations are used to predict whether a user is experiencing a flu-like outbreak. Real-time data is only collected during the flu season.
While most healthcare stakeholders are eager to embrace digital health, the pharmaceutical sector has been somewhat reluctant to join the digital health bandwagon. Some of the forward-thinking pharma companies are just now awakening to the opportunity for digital health to strengthen their businesses (see “The Pharma Digital Health Accelerator Club”; http://bit.ly/pmn160102iclub).
For pharma companies to realize digital health’s potential as quickly as possible, they should seek out and partner with technology startups focused on digital health innovation. Savvy startups should be receptive to these collaborations, as there are major benefits to them from working with pharma.
By embracing digital health tools alone or in combination with medications, pharmaceutical companies can:
- Improve outcomes
- Build connections to patients
- Strengthen branding
As with many disruptive innovations, digital health requires the development of novel business models and partnerships to succeed. The most effective way for pharmaceutical companies to achieve these benefits is to partner with multiple, compatible digital health startups, and to have these startups build innovative patient and provider-facing digital health solutions on behalf of their pharma partners.
When pharma comes courting, a savvy digital health startup should be receptive. It can benefit enormously by working with a drug company. One of the biggest benefits: access to a pharma company’s substantial sales and marketing networks. Selling products into the healthcare system can be extremely difficult because of the wide variety of physician practice models and healthcare procurement processes. Startups often lack the infrastructure needed to reach customers and, therefore, have trouble scaling up sales. Many fail as a result. Teaming with pharma and tapping into their extensive marketing infrastructures and distribution channels will help digital startups gain traction far faster than they could on their own.
Which pharmas will embrace partnerships?
This report profiles the NASs launched in the U.S. over the past 20 years and measures the length of a molecule’s lifetime from patent filing to launch and eventual patent expiry. It also explores the significant variations in this lifetime when viewed by molecule characteristics such as therapy area, orphan drug status, and the type of companies involved in the development and marketing.
Take a look at some of the coverage from the event in The Scientist, American Journal of Managed Care, and The Pharma Letter.