Plus de doute, la France se digitalise. En 2015, une entreprise sur deux n’avait pas de stratégie digitale. Aujourd’hui, 60% des entreprises ont sauté le pas, selon le Baromètre de la Transformation Digitale de CSC France. Finies les incantations stratégiques, 2016 sera l’année du réalisme et du pragmatisme !
Welcome to the May 4, 2016, edition of Pharma Industry News Update (aka PinUp). PinUp is published every Tuesday as part of your Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources.
Inside this issue:
FDA is warning that compulsive or uncontrollable urges to gamble, binge eat, shop, and have sex have been reported with the use of the antipsychotic drug aripiprazole (Abilify, Abilify Maintena, Aristada, and generics).
Women across America are furious with the FDA [and Bayer], and nowhere is this sentiment louder than on Twitter, where patients are posting daily about the devastating effects on their lives of a permanent, non-hormonal contraceptive called Essure.
Digital ad spending last year was just shy of $60 billion, with pharma accounting for about $3 billion of that, according to the Interactive Advertising Bureau’s annual ad revenue report prepared by PricewaterhouseCoopers. Without looking at the devil in the details, you might be impressed by that number. But the devil in the details puts the kibosh on that conclusion.
Objective: The objective of this research was to investigate the strengths and challenges of various types of health information available online and to suggest what information sources best fit various question types.
Mark Senak (EyeonFDA blog) examined the top 25 companies by sales and found that 10 of them (40%) had developed a Periscope handle. Now instead of just doing a check, I have included them in the data base I started that tracks what pharma is doing in social media across several platforms, including Twitter, Facebook, YouTube, Google+, Pinterest and now Periscope. Here is what he found about pharma and Periscope use after going back to the top 25 companies.
The first U.S. regulatory test for a drug that incorporates medication adherence technology has been met with a rejection. The Food and Drug Administration issued a complete response letter to Otsuka Pharmaceutical and Proteus Digital Health for their drug/device combination of Abilify with Proteus' ingestible sensor.
The Proteus technology has already been cleared in the U.S. and Europe for use in conjunction with existing medicines--not, as in this case, with it embedded in a single tablet during manufacturing.
The agency is seeking data on the performance of the product under the specific conditions in which it is likely to be used, as well as further human factors investigations to evaluate use-related risks and confirm that users can use the device safely and effectively, the companies said. They didn't yet disclose a timeline for a resubmission of the drug/device combo to the FDA.
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"While we are disappointed in the FDA's decision not to approve this Digital Medicine at this time, both Otsuka and Proteus are committed to working with the FDA to address its questions and provide the additional data that has been requested," said Otsuka EVP and chief strategy officer Robert McQuade in a statement. "We believe in the potential of this product to help people with serious mental illness manage their daily medication, which remains a serious unmet need."
With it’s massive growth, proliferation on difficult-to-control social media platforms, and the oftentimes contradictory language from influencer marketers themselves, influencer marketing has become something of a wild west—something that, if influencers and marketers aren’t careful, could end up hurting the longterm prospects of the industry as a whole.
The practice is another form of native advertising, except it relies on social media influencers rather than in-house advertorial. Native advertising on publisher sites has come under fire for sometimes deceiving and confusing readers. Our 2015 study, showed that 48 percent of respondents felt deceived by native advertising.
So far, influencer marketing has escaped much of the same criticism.
In December, the FTC finally released an updated version of guidelines for native advertising, asking publishers to include a variation of “Ad,” “Advertisement,” “Paid Advertisement,” or “Sponsored Advertising Content” in the beginning of an article or video. Most framed the guidelines as an attempt to reign in native advertising on digital publications. (The FTC’s use of “native advertising” as an umbrella term for any sort of promotional material that’s not a traditional ad probably didn’t help.)
In a Digiday article, Todd Krizelman, co-founder and CEO of MediaRadar, an ad data firm, estimated that only 30 percent of publishers were in compliance with the rules and that 26 percent do not disclose at all.
But few considered the ramifications of the new guidelines on influencer marketing, which is subject to the same rules.
“They are looking for very explicit call-outs,” Krizelman said. “They want to see the words ‘This is an ad’ or ‘Paid advertisement.’ They do not want to see things like, ‘Presented by.’ Today, if Kim Kardashian is posting [an ad], she may just post it. No one would know if she was paid or not paid.”
“The FTC and other regulatory authorities are very concerned about influencer and native advertising,” said Andrew Lustigman, an attorney at Olshan Frome Wolosky who specializes in advertising and marketing. “Because the message is now coming from a third party, regulators want to make sure that consumers know that there is business relationship between the parties so that they can evaluate the message with that in mind.”
Unfortunately, this is anything but standard practice.
When you browse influencer marketing best practices, “trust” and “authenticity,” are two words that constantly appear. A February 2016 study by eMarketer suggested that influencer marketing has become more popular, in part, because of young people’s trust in social media stars, who they tend to see as more authentic than a brand or an advertisement.
“The key word that I’m coming back to in everything I talk about with influencers is authenticity,” said Todd Cameron, head of content and strategy at influencer marketing software company TapInfluence.
Trustworthy influencer marketing is only possible when social influencers disclose, boldly and proudly, that what they’re doing is a paid advertisement. If the brand or the influencer try to hide this fact, they risk undermining consumer trust for both parties.
Even if influencers and marketers continue to deceive consumers, there’s little doubt that more regulation—and better clarified regulation—from the FTC is coming.
During years, pharma companies have been trying to bring more value to patients and physicians by using mHealth.
In this study we observed the consequences of a slow transition to digital on a leader in his sector (Novartis Vs Kodak). We also think that pharma companies need to move from mHealth to Digital Masters to bring the best value to all stakeholders.
L’Agence nationale de sécurité du médicament et des produits de santé (ANSM) a publié mardi un nouveau rapport sur les médicaments biosimilaires. Ce rapport actualise celui publié en septembre 2013 avec de récentes données et des principes de bon usage s’appuyant sur une durée de suivi plus longue de ces médicaments en vie réelle.
S'appuyant la masse extraordinaire de données issue des objets connectés de santé, des réseaux sociaux et du séquençage génomique, le big data appliqué à la santé apparait comme le nouvel eldorado des laboratoires pharmaceutiques.
Optimiser les essais cliniques, personnaliser les traitements et accompagner les patients, réduire les coûts de la R&D... ce nouveau marché s'annonce aussi prometteur médicalement qu'économiquement.
Mais les big pharma ne le conquerront pas sans les géants du web et les start-up biotech.
Biogen disclosed in its first-quarter earnings report that it has been subpoenaed by the federal government. The subpoena requests documents detailing its relationship with nonprofit foundations that assist patients taking drugs sold by the company. These foundations often provide financial support to patients who cannot afford their medications. Biogen said it is cooperating with the government inquiry.
It is illegal for drugmakers to give patients copay assistance if they are insured by federally funded healthcare programs. Some drugmakers fund outside foundations that, in turn, direct money towards patients for medications. These foundations are bound by rules that dictate the terms of this assistance; the foundations, for example, cannot restrict coverage to only one drug.
Patient-assistance programs have come under fire in recent months. During a House hearing, Rep. Eleanor Holmes Norton (D-DC) charged Turing Pharmaceuticals with using patient-assistance programs as a means of diverting attention from the high price of the company's toxoplasmosis treatment, Daraprim. Some critics contend that drugmakers create the need for patient-assistance programs by pricing their drugs too high.
Global Study Reveals Only Five Percent of Health Organizations Excel at Digital Innovation
While health organizations are actively experimenting with digital technologies, many lack the expertise and resources to implement and scale these innovations optimally
This research reveals that:
- Only 5% of health organizations are operating at the highest level of digital health innovation proficiency and expertise
- The majority of organizations globally are in the digital health pilot testing and experimentation phase
- Progress is slow even in relatively mature technology areas such as social media and mobile
- Organizations do not yet have sufficient technical expertise or budgetary resources to efficiently scale their innovation efforts
European Commission - Press Release details page - European - Press release Commission Brussels, 19 April 2016 Delivering on its Strategy to create a Digital Single Market, the Commission today unveiled its plans to help European industry, SMEs, researchers and public authorities make the most of new technologies. The European Commission today presented a set of measures to
Biogen CEO George Scangos told investors the company's direct-to-consumer advertising campaign for its multiple-sclerosis drug Tecfidera was designed to address “low awareness” for the drug.
“We were surprised, actually, at the beginning by the low awareness among patients of Tecfidera,” Scangos said during Biogen's first-quarter earnings call Thursday, “and we had data suggesting that when patients did learn about Tecfidera and went to their physician to discuss it, they often had it prescribed.”
He added that the ad “did succeed” in raising awareness about Tecfidera even though the drug's sales missed analysts' estimates for the quarter. Tecfidera brought in sales of $744 million for the first quarter of 2016, missing analysts estimates of $750 million, however sales are still up 12% from the $648 million the drug brought in during the first quarter of 2015. However, compared to last quarter, Tecfidera sales are down 5%.
Scangos would not say whether that heightened awareness from the DTC campaign translated into more sales. He said the drugmaker plans to give investors an update on the campaign during its next quarterly earnings call.
Low awareness of Tecfidera is surprising given the warm reception it received from neurologists even before the drug had become available, according to a poll conducted by WorldOne Interactive.
[It's also surprising given the hype about how social media mentions predicted great sales. For more on that, read "Using Social Media as an Early Predictor of a New Drug's Market Share"; http://bit.ly/Mantelconvo]
More and more, pharma companies are making real bets in digital health, and reorganizing their businesses to put some power behind those efforts. The space is, in some ways, quieter than it was this time last year, but there’s reason to believe that quiet is a calm before a storm of activity, driven more by pharma’s tendency to keep early-stage projects close to the chest than by a lack of activity.
Twitter generates 1.5 percent of traffic for typical news organizations, according to a new report from the social analytics company Parse.ly that examined data from 200 of its client websites over two weeks in January. (You'll need to give Parse.ly your email address to access the full report.) Pa…