Certainly the potential benefits of digital tools are vast, from increased efficiency for healthcare providers to improved adherence and reduced burden on the health service. But the golden bullet is engagement and giving patients the means to take control of their health or disease, and thus improve health outcomes.
A new study released by mobile engagement provider Mobiquityexposes the “gap between patients’ demand for taking control of their own health and the accessibility or availability of digital and mobile tools when it comes to the management of chronic health conditions.”
The study revealed that one third of patients with chronic diseases don’t currently use mobile apps to manage their conditions, but would like to start.
In fact, the report summary notes, one in four respondents feel that “wearable devices are the way of the future.”
Interestingly, almost 50 percent of patients believe they should bring information/digital tools to their doctor – rather than the other way around – reinforcing their desire to be actively involved in managing their health rather than trust their doctors to exclusively manage it.
When asked about the most challenging aspects of managing their conditions, 26 percent of respondents agree that finding direct means of communicating with health professionals presents the biggest hurdle. Other top challenges include:
- Monitoring changes in health (25%)
- Remembering to take medication (20%)
- Keeping up to date with medical advancements, treatments, etc. (18%)
“It’s clear the potential for digital solutions is vast: 40 percent of respondents feel mobile tools play an important role in overall healthcare,” the report summary reads.
I've written a lot about digital transformation, but it can be a somewhat tangential discussion.
So, I thought I'd try to cover 26 different angles with this 2,500 word A-Z of digital transformation.
Le CESSIM a publié, en partenariat avec Ipsos, les résultats de son baromètre annuel sur les usages digitaux des professionnels de santé. Focus sur les rhumatologues en infographie.
L’édition 2015 du baromètre numérique du Cessim (Centre d’Etudes Sur les Supports de l’Information Médicale), diffusée en octobre dernier, a montré que le digital gagne du terrain au sein du corps médical. Parmi ces professionnels de santé, les rhumatologues entrent progressivement dans l’ère digitale.
Principaux résultats de ce baromètre concernant les rhumatologues en infographie
CONSULTER LE PROGRAMME DU #FCSante ! Ne manquez pas cette journée de conférences le vendredi 27 novembre ! Vous souhaitez y assister ? Inscrivez-vous ! Vous avez -30 ans ou êtes étudiant ?
NOUVEAUTÉ : TARIF SPÉCIAL
Inscrivez-vous ! 09h00 Ouverture du Festival et accueil des participants 11h00 Ouverture par Dominique Noël, Présidente du Festival de la Communication Santé 11h15
En partenariat avec les entreprises du Médicament (Leem)
Plusieurs expériences pilotes sont lancées en France. La parole des patients participe au renouveau du parcours de soins.
Animée par Éric de Branche, Directeur de la Communication - Leem
• Isabelle Delattre, Créatrice des prix Paroles de Patients et Talents de Patients
• Marine de Nicola, Chanteuse et "survivante" du cancer
• Georges Elia Sarfati, Professeur des Universités, analyste existentiel, philosophe et linguiste
• Alain Toledano, Oncologue et Radiothérapeute
• Pr Catherine Tourette-Turgis, Fondatrice de l’Université des Patients, Faculté de Médecine, Université Pierre et Marie Curie (Paris) 12h15 - 14h00 Déjeuner - networking 14h00
14h05 SPEED VISION : RÉSEAUX SOCIAUX ET SANTÉ... CE QUE SHAKESPEARE PEUT NOUS APPRENDRE
Lionel Reichardt, Fondateur de Pharmageek 14h05
En partenariat avec la Fédération Nationale de l’Information Médicale (FNIM)
À l’heure du patient centric, les entreprises de santé doivent-elles devenir des marques média et redéfinir leur communication auprès du patient-consommateur de santé ?
Animée par Éric Phélippeau, Président de la FNIM
• Nadia Auzanneau, Directrice d’OpinionWay Santé, dévoilera en avant-première les chiffres clés de l’enquête réalisée en partenariat avec la FNIM / FCS
• Valérie Perruchot Garcia, Directeur des Affaires Publiques et de la Communication - Janssen France
• Sébastien Sillon, Directeur de la Communication, Mécénat et RSE - Laboratoires Expanscience
• Isabelle Morin, Directeur Marketing et Communication - Biogaran 15h05
15h10 SPEED VISION : LES 3 ENJEUX CLÉS DU BIG DATA EN SANTÉ ?
Emmanuelle Pierga, Directrice de la Communication d’Orange Healthcare
David Réguer, Directeur de RCA Factory Healthcare 15h10
En partenariat avec Pharmaceutiques
En miroir de la conférence mondiale sur le climat tenue à Paris en décembre, Pharmaceutiques organise une table ronde sur l’impact des problématiques environnementales en matière de santé. Effets du climat et de la pollution sur l’état sanitaire des populations, incidence environnementale des activités de production des soins, responsabilité sociale et environnementale des entreprises de santé, gestion des déchets à risque… diverses questions seront abordées.
Animée par Hervé Réquillart, Directeur de la Rédaction - Pharmaceutiques
• Delphine Caroff, Directeur des Affaires Européennes, relations extérieures et RSE - Leem
• Béatrice Parance, Professeur agrégée de droit privé, Université Paris 8 Vincennes - Saint-Denis
• Philippe Le Jeunne, Directeur Médical - IMS Health France 16h10
16h15 SPEED VISION : HUMANISME ET NOUVELLES TECHNOLOGIES : OXYMORE OU SYNERGIE ?
Cécile Monteil, Directeur Médical à Ad Scientiam, Fondatrice d’Eppocrate, Docteur, Hôpital Robert Debré (Paris) 16h15 - 16h45 Pause - networking 16h45
16h50 SPEED VISION : LE MÉDECIN ET LE GEEK... REGARDS CROISÉS SUR LA SANTÉ CONNECTÉE
Les dernières innovations d’objets connectés santé
Lionel Reichardt, Fondateur de Pharmageek
Cécile Monteil, Directeur Médical à Ad Scientiam, Fondatrice d’Eppocrate, Docteur, Hôpital Robert Debré (Paris) 16h50
En partenariat avec Réseau Communication Santé (RCS)
Animée par Jérôme Vincent, Journaliste Le Point
• Pr André Grimaldi, Professeur Émérite d’Endocrinologie-Diabétologie, CHU de La Pitié - Salpêtrière (Paris)
• Christophe Jacquinet, Président - Santéliance Conseil 17h50
Synthèse de la journée par les étudiants du Master Marketing Pharmaceutique de la Faculté de Pharmacie de Chatenay-Malabry
Vous souhaitez y assister ? Inscrivez-vous ! Vous avez -30 ans ou êtes étudiant ?
NOUVEAUTÉ : TARIF SPÉCIAL
Et n’oubliez pas, il est encore temps de soumettre vos plus belles campagnes !
Communication santé publiqueCommunication produit grand publicCommunication médicaleCommunication hospitalièreCommunication associativeCommunication patients et leurs aidantsCommunication corporateCommunication santé en entrepriseStart-up
Vous êtes prêt à relever le défi ?
Back in June in a posting about the new (relatively) live streaming capability brought to use by Periscope. The app, acquired by Twitter prior to its launch early in 2015, allows you to live stream content from where you are to your followers who can provide commentary – and to allow your Twitter followers to see it afterwards, including the comments. Periscope, in essence, allows you to be your own reporter. In the June posting, I talked about how it might be used to film AdComm outcomes and that it had great utility in healthcare for developments and announcements at medical meetings.
But would a pharma company use Periscope? Are there special regulatory concerns that might be in play given this particular digital venue? Here are thoughts on each question.
So are pharma companies using Periscope? You bet.
I checked out this list of the top 25 pharma companies by global sales. I found that 10 of them – or 40 percent of the top 25 pharma companies – appeared to have established Periscope feeds and some of them are even following the Eye on FDA Periscope feed (thank you!). They ranged in the size of followership from 0 (though for each of these, I became a follower so now they have at least 1 follower) to 717. I have heard of at least one company holding an event using their Periscope feed.
Which brings us to the second question – are there concerns that regulatory might bring up associated with Periscope use?
What if a company were running a broadcast of a patient group at a medical meeting and someone mentioned an off-label use? What if they stated something that was misinformation about the product? What if they mentioned an adverse event?
The FDA has published a notice in the Federal Register seeking comments on how mHealth technology might be used more efficiently in clinical trials.
Specifically, the FDA is interested in how healthcare providers are using consumer-generated data to efficiently conduct clinical research. It also seeks stakeholder perspectives on possible barriers to implementing these technologies and methods to conduct clinical investigations.
“Creative uses of technology in conducting clinical investigations have emerged over the previous decade and include advances that have the potential to improve recruitment, participation and retention of trial participants,” wrote the FDA in its notice.
As someone spending a lot of time working with clients on both digital communication and patient engagement, there are often remarkable parallels between the two. Of course, patient engagement is frequently digital, but I’m talking more about the parallels in how pharmaceutical companies structure themselves to deliver in these areas.
We seem to have progressed through the stage where pharma is asking whether digital engagement is necessary (clearly it is), with even more niche areas like social media being recognised as pretty important for reaching customers who are increasingly using these channels. In doing so, we’ve seen a plethora of new roles springing up with titles like ‘Digital Marketing Manager’, ‘Head of Multichannel Marketing’ and ‘Social Media Manager’, creating new groups that tend to sit within marketing and / or communications.
Patient engagement is now following the same curve, but probably tracking about five years behind. We seem to be at the tipping point where a majority of pharma companies are realising the importance of talking to patients when it comes to gaining a real-world perspective on all aspects of their business, from early trials to ensuring newly-launched products meet unmet needs beyond the clinic. And so we see the increasing importance of patient-focussed roles such as ‘Patient Advocacy Manager’ and the creation of relatively new ones such as ‘Patient Engagement Manager’, going right up to the C-level with positions like ‘Chief Patient Officer’ or ‘Chief Patient Affairs Officer’.
But beyond the role titles, questions are now being asked about which department should house such personnel. There seems to be an allergic reaction to patient engagement roles sitting within commercial departments like sales and marketing because clearly the industry doesn’t want to be seen to be selling directly to patients where direct-to-consumer advertising is prohibited (pretty much everywhere outside the US). Equally, it’s generally not seen as a communications function because they’re already pretty busy managing the company’s image in the eyes of healthcare providers, policy makers, commercial/academic partners, investors and jobseekers.
The answer at the moment therefore seems to be that patient engagement roles sit within the ‘medical’ functions of pharma companies, nicely one step removed from the selling side of the business and sitting within a department focussed on education rather than branding/PR.
But is this the right answer?
Perhaps, but only if these groups are very good at busting silos and working across the other departments.
You see, patient engagement has myriad benefits for pharma companies that span all kinds of initiatives. To name but a few, they include:
Input on clinical trial input to deliver against the real-world setting (R&D)Supporting with communication around clinical trial recruitment (R&D / communications)Advising on unmet needs / real-world patient challenges to help with product positioning (marketing)Advising on supportive solutions needed beyond medicines (marketing / digital marketing)Helping communicate key challenges at the disease area level, above the brand (patient advocacy / communications)Helping identify novel commercial partners to work with (business development / strategy)Helping define the successful high-level strategy for pharma (C-level)
The list goes on and on…
So the reality is that, to some degree, patient engagement needs to be an integral part of almost every role. This is where the analogy with digital communications picks up again.
I’ve written before about how, in the future, we will see roles with ‘Digital’ and ‘Social Media’ in the title largely disappear, as these skills are embedded across every group and simply become part of marketing, communications etc. There may still be a few focussed experts who work across the organisation on working at the cutting edge of new developments, but they will spend their time trying to make themselves redundant by sharing their expertise with everyone else.
My hope is that the same thing will happen with patient engagement. Over time, I hope we actually see less people with the word ‘Patient’ in their title as engaging with patients becomes commonplace within everyone’s role.
Now that’s what a really patient-centric pharma company looks like.