In her latest article, Denise Silber, founder of Doctors 2.0 & You conference, a pharmaphorum partner, explores the world of digital pharma and how this area has advanced since she last wrote for pharmaphorum. She looks at industry trends and...
The world is going native — and doctors who want to remain relevant should too.
No, we’re not talking about adopting local customs when traveling (or forgoing underwear). We’re talking about digital natives, i.e., people who were born during or after the general introduction of digital technologies and, therefore, have been interacting with such technologies all their lives.
(If that’s not you — if you’re, say, 45 or older and can remember more analog-driven times — then you’re what demographers would call a digital immigrant.)
And those millions of digital natives are not just posting cat videos or playing videogames. Among them are the increasing number of doctors who began their careers after the Internet went mainstream and, like their contemporaries, have relied on interactions through connective digital technologies for their entire professional career.
And, if the folks at LBi Health are right, this year represents a tipping point: For the first time (and from here on out), more doctors (51%) will be digital natives than digital immigrants. It may not sound like a major upheaval but, ready or not, the ramifications promise to disrupt every aspect of the profession.
Digital doctors: Not surprisingly, younger doctors are among the most avid adopters of digital technology. According to Kantar Media, 87% of doctors ages 35 and younger use a smartphone for professional purposes vs. 84% for those ages 35–44, 74% for those ages 45–59 and 59% of those ages 60 and older. And social media usage among doctors ages 26–55 is 22 percentage points higher than for those ages 56–75 (87% vs. 65%), says MedCity News.
Digital patients: Young doctors aren’t the only ones glued to their smartphones and social media feeds. Younger patients instinctively turn to the Internet when considering medical procedures, conducting online searches, consulting medical websites and reading reviews from others to a much greater degree than their older counterparts. When the time comes to contact potential providers, who do you think they’re likely to turn to — those they’ve gained some familiarity with or those they’ve never heard of?
Digital marketing: The above ability to “get to know” — or at least get a sense of — a doctor before meeting him or her is arguably as fundamental a shift as the digital one that enables it. As such, it requires an equally fundamental shift in how doctors interact with people who are not just potential patients but also healthcare consumers. If you don’t meet them early in their “decision journey,” there’s a good chance you won’t meet them at all.
It’s a process that’s reinventing marketing in every industry and well captured in this recent post by Jessica Meher of HubSpot. She’s talking about how the changes impact Chief Marketing Officers, or CMOs, but if you change just a couple of words, her post takes on a whole new resonance:
In a time where buyers are already 60% through the buying cycle before they engage with a vendor, [doctors] need to attract [aesthetic consumers] early in the sales cycle, nurture them until ready to purchase, and help turn them into loyal customers. Investing more in mobile or social isn’t what makes a digital [doctor] truly digital. Modern [doctors] inherently understand how buying behavior has changed and how to get through the clutter by creating valuable content and building an inbound marketing foundation.
The foundation will also provide the stability required to stay on the right side of the digital tipping point.
This study analyses how 14 OECD Countries refer to “value” when making decisions on reimbursement and prices of new medicines. It details the type of outcomes considered, the perspective and methods adopted for economic evaluation when used; and the consideration of budget impact. It describes which dimensions are taken into account in the assessment of “innovativeness” and the consequences of this assessment on prices; it confirms that treatments for severe and/or rare diseases are often more valued than others and shows how countries use product-specific agreements in an attempt to better align value and price.
The main objective of this report was to explore value-based pricing for pharmaceuticals. In principle, value-based pricing (VBP) can offer better value-for-money for purchasers of pharmaceuticals. It also gives clear signals to pharmaceutical companies that they will be rewarded if their products address the priorities of the purchasers, so in the longer run may reorient pharmaceutical innovation in a more cost- effective direction. However, it is easier to talk of rewarding ‘value’ than it is actually to do so. Is it value to the purchaser that should be the basis of decisions (i.e. some combination of the increase in health and the reduction in other health spending) or the value to society (which would also take into account increased labour force productivity of those who are less sick and those who no longer care for others, amongst other things)? Is there ‘value’ in innovation itself? Countries which use value-based pricing for pharmaceuticals do not make the same choices as to how to determine value. Furthermore, countries which do not have value-based pricing per se may take into account some of the elements used in economic assessments of value in making their decisions. This report attempts to shed light on what impact these different choices make to reimbursement decisions and prices.
Read on in the downloadable PDF!
Please cite this paper as:
Paris, V. and A. Belloni (2013), “Value in Pharmaceutical Pricing”,
OECD Health Working Papers, No. 63, OECD Publishing.
Pour les laboratoires pharmaceutiques, on le sait, l’avenir du business n’est pas forcément au beau fixe. Pour ce faire, l’une de leurs perspectives réside certainement dans la transformation digitale et l’évolution vers les services d’e-santé.
“Pharma companies need marketing strategies that will successfully engage the e-patient in order to continue branding and growing their products.” (How the ePatient Will Revolutionize Pharma Marketing http://t.co/AG8reVXSg4)...
Les Échos Nouveau recul des dépenses de médicaments Les Échos Depuis 18 mois, les patients qui refusent que leur pharmacien leur délivre un générique doivent faire l'avance des frais. L'effet dissuasif a joué à plein.
Bayer HealthCare today announced it has launched an educational website for U.S. physicians about a rare life-threatening condition called Chronic Thromboembolic Pulmonary Hypertension (CTEPH). The site – www.CTEPH.com – is designed to increase CTEPH disease awareness among healthcare professionals (HCPs) and educate them on proper CTEPH diagnosis and surgical treatment.
Historically, the pharmaceutical industry has been a little slow on the uptake when it comes to the adoption of online marketing. But things are changing. In particular, pharma companies are embracing social media as they seek new, effective ways of helping the people using their products gain valuable information and, in turn, build their brand.
Much of the reason for this is that people have become digitally-savvy, as well as digitally-demanding. Research by the Pew Internet & American Life Project, for example, shows that 80% of internet users in the USA – about 93 million Americans – have searched for a health-related topic online.
There is a wealth of healthcare information available on the web. Whether it is reliable or not is open to debate; nevertheless, the research demonstrates just how important the internet is in the sphere of healthcare.
Into this space steps the pharmaceutical firm. Increasingly, drug manufacturers and healthcare providers are moving social media to the centre stage of their business models as they come to recognise its power in engaging patients.
A new report from the IMS Institute for Healthcare Informatics, one of the most wide-ranging analyses of the social media activities of some of the largest pharmaceutical brands, shows that nearly half of pharmaceutical manufacturers are now actively using social to engage with patients on healthcare-related topics.
Twenty-three of the top 50 pharmaceutical companies worldwide are now actively using social media – on Facebook, Twitter or YouTube – to engage with patientsBut only 10 are using all three services for healthcare-related topicsTwitter is used by 22 of the 50 companies studied, YouTube by 17 companies and Facebook by 15 companiesOf the ten pharmaceutical companies that were active across these three channels, Johnson & Johnson was ranked the bestThe overall level of engagement between pharmaceutical companies and patients has steadily increased over the past yearWikipedia is the single leading source of medical information for patients and healthcare professionals
‘Relevant, accurate content’
“Increasingly, patients are turning to social media as an essential forum for obtaining and sharing information related to their health,” explained Murray Aitken, IMS executive director.
“This trend only heightens the need for relevant, accurate content that can be accessed and used throughout the patient journey. Healthcare professionals, regulators and pharmaceutical manufacturers all need to acknowledge the vital role they can and should play as participants in the healthcare conversation.”
Tips for pharma firms starting out on social mediaStart with strategy
A plan of action is crucial to any social media activity. Start by defining your goals. What do you want to do on social? What do you want to accomplish?
Be human – tell stories
Health is a human issue, so offer stories on social media that engage with people. This could be links to case studies, personal blogs or interviews with experts.
Consider translated content
The most successful pharmaceutical companies are global ones. If you are expanding into new markets, consider offering translated social media content to effectively communicate with your new customers.
Pay attention to regulations
Remember that there are restrictions governing the type of marketing activity pharmaceutical companies can offer. Ensure you are up-to-date with regulations.
Start to review and audit
As your social media activity develops, it is crucial that you measure its success. Start analysing your content – see what works and what doesn’t, and make any necessary changes.
Boehringer Ingelheim has announced that it intends to make drug data from clinical trials stemming back to 1998 accessible as part of efforts to improve research transparency within the industry.
The move is part of a collaboration with fellow pharma companies Sanofi, GlaxoSmithKline, Novartis, Roche and ViiV Healthcare on an online platform to handle requests from researchers for trial data.
Boehringer's chairman Dr Andreas Barner made the announcement at Boehringer's annual company meeting yesterday, following up from a commitment to transparency announced at the same meeting in 2013.
Dr Barner, who also heads R&D at Boehringer, explained that the online platform - available at clinicalstudydatarequest.com - currently contained 50 trials available for which to request patient-level data, but the plan is to reach 500 from all involved parties.
“That's quite a job to achieve. but we have to do it in interest of what data and information can be shared with others,” said Dr Barner.
“We have always argued in favour of transparency and now want a more scientific discussion on the level of trial data and have therefore joined up with several research-based pharmaceutical companies in order to make clinical trials data and documents available to a wider public.” ....
While the pressure on pharma companies to maintain profit margins is high the industry needs a better focus on patients as consumers of healthcare. Part of this focus should be using all the digital tools at their disposal to help consumers navigate the confusing world of empowered healthcare and make choices based on good, clear and easy-to-understand health information.
Le site internet gaucherfrance.fr est un service que Genzyme met à disposition des patients atteints de la maladie de Gaucher et de leurs proches pour gérer leur quotidien et être acteur de leur santé.
Strategic pharma digital marketing. strategicpharmamarketing POST SUMMARY: Biopharma organizations should be preparing for the customer of the near future by building capabilities now rather than later and focusing more on the ...