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Millennials Trust Pharma Social Media, Mobile Apps & Advertising

From pharmamkting.blogspot.in

According to findings released today from the Fifth Annual Makovsky/Kelton “Pulse of Online Health” Survey, the percentage of Americans who trust pharma-sponsored social media "a lot" or "completely" increased from 17% in 2014 to 21% in 2015.

The same survey also revealed another trend: In 2010, 88% of Americans were willing to visit a pharma-sponsored Web site (e.g., a drug.com site), whereas in 2015 that percentage decreased to 80%.

Fielded in January 2015 to 1,015 nationally representative Americans ages 18 and older by Kelton, the Makovsky Health survey investigated consumers’ behavior and preferences for engaging with online healthcare information. The margin of error is +/- 3.1 percentage points at the 95 percent confidence level.

Meanwhile, a Prevention Magazine 2011 survey found that 49 percent of respondents who went online for prescription drug information reported seeking this information on a specific brand's Web site. As a consequence of this influence of the Internet, FDA is currently studying how consumers interact with drug.com websites (read this Pharma Marketing News article:Are Drug.com Websites "Fair and Balanced?").

Before commenting on the above results, let me summarize a few other “Pulse of Online Health” Survey results -- especially those related to mobile and wearable devices -- that may be of interest to you.

According to the survey results, almost two-thirds (66%) of Americans would use a mobile app to manage health-related issues. Millennials -- the children of "Baby Boomers" -- are leading the digital health charge, as they are more than twice as likely to express interest in using a mobile app to manage their health compared to their parents (Baby Boomers aged 66 and older).

Mundane mHealth Apps Favored
It seems, however, that Americans are interested in the more mundane uses of mobile health apps such as:

  • Tracking diet/nutrition (47%)
  • Medication reminders (46%)
  • Tracking symptoms (45%), and
  • Tracking physical activity (44%)

Similar results were found for uses of wearable devices.

Speaking of wearable devices, the Apple Watch, which is is expected to debut in April, may not include a few of its much-anticipated, non-mundane health features such as sensors that track stress by measuring the conductivity of skin and an electrocardiogram feature that measures a user's heart rate. It turns out that the sensors "didn't work well on people with hairy arms or dry skin, and the watch underperformed on people who fastened it to their wrists too loosely." Also, the watch provided "inconsistent results from blood-pressure and blood-oxygen-level tracking technology" (read the story here). So, Apple decided to go with a more mundane pulse-monitoring feature.

OK, exciting mHealth Apps are difficult to develop for imperfect humans. Also, don't forget that if a wearable such as the Apple Watch is used to offer health or behavior advice, it may require approval from the FDA.

Let's get back to the results regarding pharma social media vs. drug.com sites.

According to the press release: Of the 80 percent of Americans willing to visit a pharma-sponsored website, those 66 and older were more likely to visit the site if a healthcare professional recommended it (52%). Doctor recommendation matters less to Millennials, with 41 percent visiting a site based on physician suggestion, and Millennials are also 23 percent more likely to be motivated by an advertisement to visit a pharma-sponsored website than those 66 and older.

When the press release says "23 percent more likely" than X, it means X + 23 percentage points higher. That's a significant difference in terms of being influenced by advertising. Who knew that our kids even noticed ads let alone are influenced by them!

I don't have the actual percentage of Americans who are motivated to visit drug.com websites by commercials. I'll ask about that when I interview the appropriate person(s) from Makovsky/Kelton.

When it comes to social media, Millennials are 25 percent more likely to trust a pharma-sponsored platform than those 66 and older (31% vs. 6%). There's another big difference!

Social media lacks authority with the general population as 79 percent of respondents reported they trust these channels either “a little bit” or “not at all.” Patients with a diagnosed chronic medical condition, however, report “complete trust” in these channels at nearly double the rate of the average population.

Given the trust (or gullibility, depending on your POV) of Millennials in pharma-sponsored ads and social media, it's a shame not many of them have use for the products that pharma sells -- not yet, any way. Perhaps the pharmaceutical industry will begin focusing more on "engaging" with Millennials in a non-branded way to establish long-term "relationships." And perhaps stop advertising to geezers on the nightly TV news programs and to hypochondriacs during the daytime! Or maybe not.

Veena Lingam's curator insight, March 7, 2015 10:17 PM

Should health professionals then consider new and innovative ways beyond the traditional face to face approach to treat health conditions in millennials? 

Survey Finds Pharma Marketers Are NOT as Interested in IT as Vice Versa

From www.mmm-online.com

Chief information officers at drug companies want IT to be more closely aligned with marketing, but chief marketing officers are less likely to agree, according to a new survey conducted by Accenture.


About 90% of 22 CIOs at pharmaceutical companies with more than $55 billion in revenue say marketing and IT should be better aligned. Only about 60% of the 24 CMOs who were surveyed agreed. But other priorities for CMOs, such as customer experience, are less likely to be considered a priority for CIOs.


“The industry faces a period of rapid change marked by digital advances, new expectations from health care professionals and patients, and a dominant outcomes-based reimbursement environment,” Anne O'Riordan, senior managing director of Accenture's life sciences industry group, said in a statement. “This requires CMO-CIO collaboration to increase.”


But it's unclear how best to integrate the different functions. Almost 40% of CIOs would put IT and marketing staff on one team. Only 13% of the CMOs would do the same thing.


Still, more CMOs and CIOs say that the move toward digital is driving the need for better collaboration.

Pharma Guy's curator insight, March 6, 2015 6:36 AM


Marketers are not mathematicians and IT smacks of math. Marketers are not daVinci's -- they are not good at combining art and science. For example, have you heard this joke:


How many marketers does it take to calculate ROI? 

None. There's a lot of talk about ROI, but no one's got the time, money or the inclination to do the math.


Why many pharmaceutical marketers ignore ROI and rely upon anecdotal evidence

  • Are marketers artists or mathematicians?
  • Right brain vs. left brain thinking
  • Creativity vs. accountability
  • There are very few awards given for the latter, but many for the former
  • Can six sigma be applied to marketing?


Keith McGuinness's curator insight, March 6, 2015 12:06 PM

When the two agree that CX = UX is inevitable, rapid progress will be made.

Tanya Kerr's curator insight, March 8, 2015 9:35 PM

This survey highlights why it is difficult for Pharma to successfully implement digital initiatives. 

Thoughts on the future of digital health - A view from the Center | Deloitte Center for Health Solutions Blog

From blogs.deloitte.com

The potential of digital health to transform the health care industry is profound, but as yet, unrealized. In a recent Health Sciences Dbriefs webcast, we asked approximately 1,400 professionals for their views and opinions on the future of digital health.
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#Wikipedia confirmed as most-viewed #medical source in world #doctors20 #ehealth

From www.jmir.org

Denise Silber's curator insight, March 5, 2015 4:37 PM

155k articles, 4.8 Billion Views. 255 languages...Wikipedia is a medical source with which to reckon. Yet, the number of editors is only 300 and shrinking (as we suspect across most topics). Is large-scale volunteering sustainable? Wikipedia fills a function. But, is the model sustainable?

L’avenir du secteur de la santé américain se joue entre acteurs traditionnels et nouveaux entrants | L'Atelier : Accelerating Business

From www.atelier.net

Aux États-Unis, où le système de santé est très coûteux et élitiste, les nouveaux entrants du secteur de la santé cherchent à concentrer leur stratégie sur le consommateur et ses besoins en bousculant fondamentalement cette industrie au...

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Web 4.0 : l'internet de l'ADN et le web généticiel

From affordance.typepad.com

1998-2006. Documents. Web 1.0 Il aura fallu 8 ans à Google pour parvenir à indexer tous les documents disponibles. Oh je vous vois venir, oui, vous avez raison, Google n'indexe pas "tous" les documents disponibles. Probablement moins de 5% des..

Olivier Ertzscheid, 03/03/2015

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Pierre Tran's curator insight, March 4, 2015 3:56 PM

Du Web 1.0 au Web généticiel, une mise en perspective vertigineuse de l'évolution d'internet.

Smart gadgets to revolutionise pharma in the hunt for cures

From www.thisismoney.co.uk

The cure for cancer has not yet been found. But ways to detect the disease much earlier are within sight. A consortium led by the World Health Organisation believes it has found a way to identify one particular form of cancer long before it normally becomes apparent.
Richard Platt's curator insight, March 5, 2015 10:04 PM

A chip is being developed that sits in the bottom of an ordinary lavatory. It monitors urine as it enters the water, testing it for traces of blood that are so small they would be invisible to the naked eye but may be an indication of early stage bladder cancer, one of the fastest growing strands. Once identified, the tumour can be easily removed – as it is still the size of a wart – avoiding any other treatments.

The Five Foundations of Digital patient Support programmes

From the-earthworks.com

The term ‘digital’ in 2015 is a dangerous one. We all live in a complex mixed reality where the confines of digital and non-digital channels are blurred. The focus is rightly on integration with and augmentation of the human experience. That being said, when we look at health, people turn to digital channels first when seeking help and when looking for on going support, digital and especially mobile, are the future of interventional relationships between healthcare providers, pharmaceutical companies and patients. When designing patient support programmes with a digital element these are the 5 key foundations you need to bear in mind...

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Drug Marketers Use Social Network Diagrams to Help Locate Influential Doctors

From www.nytimes.com

Consulting companies like Activate Networks use social network diagrams to help pharmaceutical marketers identify prescribing histories and relationships among doctors.
Alexandre Gultzgoff's curator insight, March 5, 2015 5:43 AM

... in the US. But maybe in Europe soon?

Pharma Guy's curator insight, March 9, 2015 9:13 AM


Nearly two-thirds (62%) of medical experts (physicians who could be deemed genuine experts) believe the pharmaceutical industry should replace the term Key Opinion Leader (KOL) – according to the results of a new international online survey to be presented today at the Medical Affairs Leaders Forum in Berlin, Germany. The survey was conducted by System Analytic, a company that helps pharmaceutical teams to "identify, map, and engage with their medical experts and key stakeholders." More...

Only 20% of the content created by #pharmamktg is currently being used in the field

From www.mmm-online.com

The sales reps are game, the HCPs are receptive and the mobile technology is ready. Rebecca Mayer Knutsen reports on the circumstances that have converged to provide pharma with its most promising mobile selling moment to date.
he in-the-moment mobile engagement trend—designed to take advantage of the technology in our pockets, purses and briefcases—requires a brand-new thought process and reinvention of information. Slower to adopt and invest in innovative approaches than other industries, is pharma finally ready to take a seat at the table?" 

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TESSI : application mobile pour le Traitement Et Suivi de Santé Individualisés

From buzz-esante.com

Le laboratoire Arrow Génériques lance une application mobile pour le suivi de données de santé et de bien-être : TESSI. Découverte. Pour permettre de suivre au quotidien ses données bien-être tels ...
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#TDmetiers Transition Digitale Mk/Com Etude IAB rance

From www.pinterest.com

Cette étude, réalisée par AddedValue, avec le soutien d’Aquent, le Groupe La Poste et Microsoft, avec le concours de l’ACSEL, le CPA, Le MBA Spécialisé Marketing Digital & Business de l’EFAP et le SNCD, et mise en design par DATAGENCY, a pour ambition de dresser la feuille de route des métiers et compétences du marketing de demain.
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Digital Pharma: Can't, won't, don't stop

From www.mmm-online.com

As pharma continues to scale the digital curve, James Chases assessment of the landscape paints a familiar picture of progress and encouragement mixed with frustration and pain
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4 things you should know about communicating with healthcare professionals

From www.healthlinkdimensions.com

Healthcare professionals are pressed for time now more than ever. Time is filled with entering data into EHR systems and managing an increasing patient load. It can be hard to reach them even at the best of times, but physicians and specialists are undergoing a shift in the way they prefer to communicate. Healthcare organizations looking to connect with these individuals need to keep current marketing trends in mind to achieve success. Our recent HCP Communication Study aimed to uncover the way healthcare professionals prefer to communicate, particularly with the life science industry. Here are the four things you should know:
Pharma Guy's curator insight, March 3, 2015 9:52 AM


Pharma companies could also engage in physician conversations in online HCP communities such as Doximity and Sermo.


What Do Docs Discuss Online?
Will New FDA Guidelines Allow Pharma to Join In?

Pharmaguy interviews Peter Kirk, CEO & Sermo (see Bio), who talks about the nature and value of physician discussions on Sermo and how pharma can engage docs on social media sites and online discussion boards. 

Air Date: Wednesday, 4 March 2015 | 4 PM Eastern

Visit this Pharma Marketing Talk Segment Page and listen live or to the archived audio podcast afterward. 



Priorités des décideurs du digital en 2015 : expérience client, marketing de contenu et mobile - Blog du Modérateur

From www.blogdumoderateur.com

À la fin de chaque année, de nombreux professionnels du web ambitionnent de déterminer les tendances digitales de l'année à venir (NDLR : on peut dire digi

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Why Partners and Daiichi Sankyo partnered on an AFib remote patient monitoring pilot

From mobihealthnews.com

The two companies will develop a “mobile wrap-around” for a Daichii Sankyo anticoagulate drug prescribed for atrial fibrillation. Says Kvedar, the intervention will be “cross-therapeutic, but largely will help DSI succeed in the marketplace for their anticoagulate.” Like some of Partners’ other programs, it will involve a wearable monitoring device and an app, through which patients can receive positive feedback from their doctors and from the app itself.

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Johnson & Johnson opening another JLABS accelerator in South San Francisco

From medcitynews.com

Life sciences giant Johnson & Johnson Innovation announced the opening of a fourth JLABS accelerator in South San Francisco that will accommodate up to 50 startups that span the healthcare landscape.
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Médicaments : quand les laboratoires sont rémunérés à la performance

From www.lesechos.fr

Comment rémunérer l’innovation dans la pharmacie ? A l’instar du Sovaldi, le traitement contre l’hépatite C à plus de 50.000 euros,...
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Hackathon e-santé : "le gagnant c'est le patient" #eSanteHack #hcsmeufr

From pharmageek.fr

Hackathon e-santé : "le gagnant c'est le patient" #eSanteHack Un hackathon e santé par Novartis
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