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Looking Beyond Patient Engagement for Pharma and Social Media

From www.eyeonfda.com

As we wait for the anticipated guidance from FDA regarding the use of social media by the pharmaceutical industry, one of the many aspects discussed as been that of patient engagement with the industry.  The Internet is highly utilized for the pursuit of health care information and social media – as part of the Internet experience – is a forum where people can seek, exchange and comment on that information – with or without the industry.

For some in industry, it has been without.  As a highly regulated industry, some medical product manufacturers have been reticent to participate and become involved.  Others have established big and wide social media footprints.  Of those involved, most are involved on a corporate level with varying degrees of engagement, while still others have been involved on a product level.  And many good articles have been written on the subject of how consumers of health care information may or may not wish to engage with industry.  A lot of the focus on social media and pharma has been on the topic of patient engagement.

But especially for the medical products industry – pharma, biotech and devices – there is important reason to be involved with social media beyond the matter of patient engagement. That is because it is an essential component in the way that we communicate in general and in the reporting that goes on by media.

It used to be that a television reporter would provide a broadcast news outlet with very limited reporting on a regular basis.  On the evening news, there would be a segment about a newsworthy item likely to appeal to a mass audience.  Social media – twitter in particular – opened the way for reporters to report on several items a day – as many as they like – and the subject matter could be quite granular.  Social media has engineered a new kind of journalism for many in the business.  And if one looks on twitter, there are a huge number of health care beat journalists who are quite active on twitter.

Likewise the investor community – and investor reporters – are quite active social media users.

Finally, a topic I have mentioned before – while the number of overall users of Twitter does not match that of Facebook – Twitter is the medium for reporting news and at medical meetings there is a lot of news to report, and hence, a good deal to follow.  Reporters, scientists, physicians, patient groups are all commenting and reporting on what they are seeing and hearing that is of interest at meetings and the increase in twitter use at medical meetings from year to year is huge, withparticular increases reported for the ASCO and ASH meetings.  This is also whypharma web sites (and medical society websties) need to be optimized for mobile,because people aren’t walking around medical meetings using their laptops – they are on their phones.

I touched on this topic as part of a posting about a larger topic – the Sunset on the ROI question for social media, but I thought it important enough to give it its own posting following a talk I was giving where people in the audience seemed so focused on patient engagement.  Social media is patient engagement, but it is much, much more.

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Global Pharma & Drug Industry Insights & Digital Marketing Trends

From visual.ly

Global pharma & drug industry is growing at 34% annuvaly & people are adopting digital marketing as the primary source to generate brand identity & en (RT @rmpilar: RT @Visually: Global Pharma & Drug Industry Insights & Digital Marketing...
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The seven habits of highly effective digital enterprises | McKinsey & Company

From www.mckinsey.com

To stay competitive, companies must stop experimenting with digital and commit to transforming themselves into full digital businesses. Here are seven habits that successful digital enterprises share. A McKinsey & Company article.
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Janssen Healthcare Innovation has today announced the UK launch of Care4Today™ Mobile Health Manager

From mhm.care4today.com

Janssen Healthcare Innovation (JHI) has today announced the UK launch of Care4Today™ Mobile Health Manager, a free and secure mobile app and website designed to enable people to stay on track and in control of their medicines and treatments. The platform generates medication dosing and repeat prescription reminders with the aim of improving medicines adherence. It also provides family members and carers the opportunity to provide support through Care4Family™ visit www.mhm.com

Le Lab Marketing Digital's curator insight, May 23, 2014 3:26 AM


Care4Today™ Mobile Health Manager is a free and secure mobile app and website designed to enable people to stay on track and in control of their medicines and treatments


The platform generates medication dosing and repeat prescription reminders with the aim of improving medicines adherence. It also provides family members and carers the opportunity to provide support through Care4Family™.


Helen Adams's curator insight, May 28, 2014 5:14 AM

I would be interested to see the stats on this, uptake and those who continue to use the tool

Point of Engagement Business Models for Digital Health Technology

From davidleescher.com

One of the biggest challenges globally that patient-facing digital health technologies face is finding ways to gain traction and to generate revenue within traditional reimbursement systems. In a previous post, I discussed best ...
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Primary Care Physicians use of digital - US

From image-store.slidesharecdn.com

eHealth Nordic's curator insight, May 21, 2014 5:58 AM

Interesting to see the Top 5 brand sites visited by primary care physicians in the US. Would have been even more interesting to know the number of visits.

Corporate Communications should not be implementing pharma's social media

From worldofdtcmarketing.com

Corporate Communications is fine for implementing social media for investor relations but patients and caregivers want someone who can keep it real and speak to them with respect, transparency and honesty.
Andrew Spong's curator insight, May 6, 2014 6:57 AM

Aside from corporate reporting, I whole-heartedly agree with Rich on this.

 

Clearly, pretty much the opposite is the case at present, and the longer the status quo is preserved, the harder it will be for the industry to break away from a decision which use and familiarity have legitimated over time, and which is looking less and less viable.

 

Social media sits for the most part in pharma corporate communications because it's the easiest thing to do, not because it's the right thing to do.

Tanja Juslin's curator insight, May 15, 2014 4:13 AM

Challenges seen both when corporate communication is doing what they "technically" know best and when therapy area specialist would know the area best, it's not clear that they can "technically" manage this.

Improving pharmaceutical marketing using big data solutions

From www.slideshare.net

A presentation for SMi Big Data in Pharma conference, London, 12-13th May 2014. Slides herein contain most content shown on stage.

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Pharma’s digital health opportunities | Pharma ...

From www.scoop.it

Out of all the digital health stakeholders, pharmaceutical companies have both one of the biggest opportunities and some of the most significant challenges to make the most of mobile and digital technologies.
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Improving adherence to acne treatment: the emerging role of applicatio

From www.dovepress.com

Objective: To examine recent studies on the effect of mobile and electronic (ME)-health technology on adherence to acne treatment.
Results: Adherence to oral acne medication was higher than for topical acne medication. The frequency of office visits was also an influencing factor for acne treatment adherence. The telephone-based reminders on a daily basis did not improve acne patients' medication adherence, whereas the Web-based educational tools on a weekly basis had a positive effect on medication adherence in acne treatment.
Conclusion: In using ME-health interventions, factors such as medication dosage forms, frequency of intervention, and patients' preferences should be taken into consideration. Developing disease-specific text message reminders may be helpful to increase adherence rates. In addition, a combination of text message reminders with another type of intervention may improve medication adherence.

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Evolution of pharma marketing - PharmaTimes

From www.pharmatimes.com

"As we move to a patient-empowered healthcare system let’s not forget that patients are like you and I. Universally those with access to the internet will `Google it’ when needing information. Those who don’t reach for a search engine will visit their social networks. These two facts alone cast a spotlight on the issue at hand."

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[Etude] L'observatoire du Ropo confirme la prépondérance du parcours client omnicanal

From www.relationclientmag.fr

FullSIX livre les derniers résultats de l'Observatoire du Ropo. Le baromètre vise à quantifier les comportements d'achat on line et off line des consommateurs français. Enseignement principal : la majorité a adopté un comportement cross-canal.

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Strategic principles for competing in the digital age | McKinsey & Company

From www.mckinsey.com

Digitization is rewriting the rules of competition, with incumbent companies most at risk of being left behind. Here are six critical decisions CEOs must make to address the strategic challenge posed by the digital revolution. A McKinsey Quarterly article.
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What's next in pharma marketing? - YouTube

From www.youtube.com

What's the next big trend in pharma marketing? If you were at the 2014 ePharma Summit (http://bit.ly/1jmb5aD), you probably have your own ideas on the subjec...
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Story Strategy: The Key to Effective Pharma Marketing

From blog.modallic.com

(This article was originally posted on the ePharma Blog) The Pharma marketing and sales game is changing. The days [...]
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80% of doctors in China use a smartphone - PMLiVE

From www.pmlive.com

Doctors in China are making strong use of smartphones for professional purposes, according to a new report.

The Manhattan Research Study from Decision Resources Group found that 80 per cent of physicians in the country now own or use one of the devices.

The analysts said in the topline figures they released that smartphone use covers a variety of activities and that consequently pharma marketers must tailor their approach when developing smartphone content aimed at doctors in China.

The figures put the country on a par with the US, where doctors' use of smartphones – through growing rapidly over the last few years – seems to have plateaued.

Meanwhile, the detail that Decision Resources shared from its Taking the Pulse Global 2014 report also showed that doctors in Brazil don't think pharma is making the best use of tablet detailing.

Three quarters of the doctors in Brazil surveyed said they had seen a tablet-wielding rep in 2014 but Decision Resources said satisfaction rates with the technology remains relatively low.

“Content and user-experience need to improve in order to enhance tablet-rep campaigns and increase physician satisfaction,” the analysts concluded.

Meredith Ressi, VP of marketing innovation solutions at Decision Resources, said: “Many companies now centralise digital best practices through global centers of excellence, while also giving local affiliates the flexibility to tweak their approach and asset mix to suit local market demand.

“These findings highlight the necessity of this tailored approach and can help multinational companies inform these priorities by market.”

rob halkes's curator insight, May 16, 2014 10:22 AM

It is still a lot about promotional effort. Surely, a baseline, but what about interaction and communication - it is difficult isn't it?

See how the process of development could be:

http://www.slideshare.net/ARJHalk/edetailing-the-core-to-new-commercial-approach-web

Pinterest for Pharma, revisited

From engagementstrategy.com

Two years ago, I wrote an introduction Pinterest for pharmaceutical companies. Back in April 2012, only one major pharmaceutical company, Bayer, had embraced the image-sharing platform.

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Has virtual training really delivered results for pharma?

From www.wearecouch.com

Pharma must train their audiences continually to ensure that they have the most current knowledge, skills, and information.
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Healthcare Content Strategy: Focus Or Fail

From www.parkerwhite.com

Healthcare marketers need a healthcare content strategy that's focused, otherwise it's unlikely they see results. Learn how to move consumers to action.

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Bayer rachète à Merck l'activité santé grand public pour 14,2 ... - L'AGEFI

From www.agefi.fr

Francetv info Bayer rachète à Merck l'activité santé grand public pour 14,2 ... L'AGEFI Le rapprochement des deux géants de l'industrie pharmaceutique comprend également certains produits toujours en phase de test.

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Change your digital strategy towards customer needs

From social.eyeforpharma.com

The term ‘customer-centric cross channel experience’ could easily be confused with the random musings of a digital jargon robot; but this would be an injustice to the extraordinary chang
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▶ The State of Digital Pharma 2014

From www.scoop.it

Share your videos with friends, family and the world (▶ The State of Digital Pharma 2014 http://t.co/1mF3BEpvw7 #epharma #socpharm)
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