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Epilepsie: UCB et IBM collaborent en vue de personnaliser les soins


La société biopharmaceutique belge UCB et IBM ont annoncé jeudi l’achèvement de la phase initiale d’un projet visant à exploiter la puissance de la science analytique pour aider les médecins à personnaliser les soins apportés aux personnes...
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The iPad and Pharma: Think Value Not Message


To maximize impact from deploying iPads to the sales field, pharma companies need to give HCPs new and relevant things they can use in their practices.
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Innovation in health: It's not about the light bulb


Leaders need space to create inspirational strategic visions and look for new opportunities, argues Andy Ward

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Forecast for 2013 DTC Spending


However I also believe that pharma executives think that digital marketing is less expensive than traditional marketing and that is not necessarily the case. In fact the dollars needed to invest in digital marketing capabilities ...
eMedToday's curator insight, May 19, 2013 2:36 AM

It is this sorts of background issues which drive the e detailing solution for consumers. Some suggest DTC will be dead in five years. Pharma need to ask, how to engage the consumer in a different way and form.

The answer: use mobile and use video

 The challenge of proving ROI for every product is going to challenge a lot of DTC marketers.

The FDA continues to take their time in issuing updated Internet marketing guidelines.

 The higher cost of national TV along with data that shows consumers “turning off” DTC commercials.

The ineffectiveness of banner ads when mass targeting is used.

The decline in hard copy readership of newspapers and magazines..

Pharmas are cool with YouTube but fear Twitter


Among social media channels, healthcare execs are most comfortable with YouTube and least comfortable with Twitter, a survey suggests.
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How to use content marketing for pharma: Results can be impressive


According to an Accenture Report “reducing costs, mastering multichannel marketing and improving digital effectiveness are the top strategic priorities for pharmaceutical sales and marketing executives.” To do this among ...
eMedToday's curator insight, May 19, 2013 2:06 AM

The key to good content is an in depth understanding of your audience’s needs when it comes to health information.  The best way to do this is through good old fashioned qualitative research.


With the right research and resource the results can be impressive. Key do not use promotional approaches.


Results in one use of Pharma content


The results were almost immediate.  Within one week of going live with the 3rd party content we found that the pages were among the top 10% of all page views and time on each page was over 4 minutes which in Internet time is a small miracle

Twitter: A Social Soundtrack for Medical Meetings


Twitter has changed a lot of things in healthcare. One of them is communication at medical meetings. Yesterday, the embargo of abstracts to be presented at this year's American Society of Clinic On...
Art Jones's curator insight, May 17, 2013 12:33 AM

Social media breaks down the barriers to medical information .

eMedToday's curator insight, May 19, 2013 1:28 AM



These findings give us three important insights. First, organizations can capitalize on news trend to strengthen message penetration online. Second, Twitter can significantly augment the influence of individual users. Third, opinions expressed on Twitter may have larger implications for marketing and communication strategy development.

Again, twitter can become a important part of a hospital communication too.

From Stranger to Lover: How to do Digital Marketing in 2013


Simplify your digital marketing and take your audience from Stranger to Lover. How to do digital marketing in 2013 ?

eMedToday's curator insight, May 19, 2013 8:27 PM

Provides a nice grahic on


" In short, the mission is to take your audience on a journey (in relation to your brand) "from stranger... to lover." At each stage of the audience journey,  they will be open to different types of messages from you.  Along with that comes different types of tools that will help you communnicate this message and connect more closely with your audience."

From paralysis to analysis: the journey to multichannel marketing - PMLiVE


The pharmaceutical industry's understanding and adoption of multichannel strategy is, at best, variable. While more enlightened organisations are trying hard to challenge the old models of sales and marketing, others are stubbornly sitting on their hands and persisting with tried-and-tested traditional methodology.


In truth, it's simply paper under glass. To progress, companies perhaps need to become more proactive and pull multichannel planning into the strategic process much earlier. But to do this, they may need to develop a greater understanding of the opportunity and challenge some of the historical cultural values that are deeply embedded across the industry.


“Thankfully, we appear to be coming to the end of the industry-wide obsession with digital and reaching a more level playing field, where companies realise there's a balance to be struck. But to move forward, we really need to follow consumer marketing's lead and develop an empirical way of measuring the value of activity. That will significantly inform our ability to plan a multichannel approach.”


At present, the industry's use of multichannel marketing is often tactical - and rather than being stitched into the fabric of a properly planned pre-launch strategy, it's bolted on at the end as a product of the 'must do something digital' philosophy.

Sven Awege's comment, May 20, 2013 11:51 AM
Inbound and outbound MCM are seldom integrated - hence the confusion of "having a discussion" which can't really happen if the two halves are not seamless.
rob halkes's comment, May 20, 2013 4:03 PM
Indeed Sven, SO I think that design of multichannel in meddevices and pharma world often sticks to the classic one way communication campaigns instead of evolving to the two way interaction. Mcm is in fact suboptimally used when one will not evolve with the opportunities that new communication technology provides to engage with customers.. But is know how difficult it is.. ;-)
Caroline Burkhardt's comment, July 3, 2013 10:47 AM
The stakeholder landscape is expanding, but still it´s physicians driving topline by prescription. Related complexity and required resources to serve physicians force companies to focus the development of new and efficient multichannel approaches.
However, it seems the pharmaceutical industry does not exploit the full potential of Multichannel Excellence.
To find out where the industry expects chances and which hurdles keep them from reaching expectations, Camelot Management Consultants and TaylorWessing would be thrilled if you shared your opinion on our survey´s hypothesis. Of course, we are more than happy to share the consolidated results!

The Roche Digital Academy


One of the most common mistakes," says the Roche Digital team, "is to believe that anyone within a company can take care of digital communication. This is a particularly bad mistake for pharmaceutical companies that operate under specific legal and regulatory restrictions."

eMedToday's curator insight, May 19, 2013 8:30 PM

This is great idea of Digital academy which is start of understanding how to deliver digital solutions into the e detailing envirnoment

Developing an adverse event decision tree for pharma


Sven Awege's curator insight, May 21, 2013 2:46 AM

These types of simple tools are really useful for our Pharma Marketer to break down the spychological barriers of social media listening.

Jonathan Richman did a great one, when he was stretching the limits with Dose of Digital, for off-label promotion (

With simple tools like this in place, a handful of procedures and willing people behind them Pharma can already do most things the nay-sayers claim impossible. The proof is already there to see. Many of the visionaries are engaging and learning already. The laggards are already loosing critical time and will find catch-up painful but necessary.

Multichannel Marketing in Healthcare: Industry Perspectives- new report from EPG Health Media


Multichannel Marketing in Healthcare: Industry Perspectives. This free report is intended to support understanding of how multichannel marketing is evolving within the healthcare industry, including trends, advances and obstacles.
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Digital Health Infographic


Check out! The digital revolution is catalyzing a profound transformation and creative disruption of the methods by which healthcare providers deliver patient care, patients access healthcare services and...

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Doctors need to explain to patients why they use high-tech diagnostic tools


In an experimental study, psychologist Victoria Shaffer compared the ratings patients give to physicians who didn’t ask for advice, physicians who asked another expert for advice, and physicians who used decision-making software for treatment advice.


“Patients had no problem with [physicians who seek] consulting advice from an expert,” Shaffer said. “It was really the use of the computerized decision aid that makes them most concerned.”

Andrew Spong's curator insight, April 8, 2013 7:05 AM

Everyone wants the fastest, most accurate diagnosis they can acquire (although they may also want a second decision). Clinical decision support tools can help deliver on this requirement in a timely manner.


To me, this article is suggesting that there is an educational need for doctors who use diagnostic tools to explain to their patients why they are using them, *not* a suggestion that they stop using them.

Deborah Verran's comment, April 9, 2013 4:40 PM
Important that everyone in the healthcare system understand what are the challenges with conveying why this technology is being used, to the public
Steve S Ryan, PhD's curator insight, April 16, 2013 9:34 PM

[SSR: Never underestimate the value of asking for expert advise. It makes you look smart to use multiple resoucres.]

Infographic: What's Missing from Most Healthcare Marketing Programs?


Not long ago I was on an airplane and started making a list of the major elements that are missing from many hospital marketing programs. Those are the kind of things I do at 30,000 feet. I thought...
eMedToday's curator insight, May 9, 2013 10:12 PM

Great simple summary of what is missing from hosptials marketing programs

Is there more risk for pharma in digital marketing?


According to an Accenture Report "reducing costs, mastering multichannel marketing and improving digital effectiveness are the top strategic priorities for pharmaceutical sales and marketing execut...
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Boehringer Ingelheim and Lilly launch diabetes education campaign - PMLiVE


RT @Berci: Boehringer Ingelheim and Lilly launch diabetes education campaign #pharma #hcsm
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IMS Health Study Points to a Declining Cost Curve for U.S. Medicines in 2012 | Press Room | IMS Health


The latest press releases and news about IMS. (IMS Health Study Points to a Declining Cost Curve for U.S. Medicines in 2012
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Thank The Patent Cliff: US Spending On Medicines Fell In 2012 | Pharmalot


Thank the Patent Cliff: US Spending on Medicines Fell in 2012... read the report here #pharma
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10 ways pharma can improve its image


According to Forbes " The 31 pharmaceutical companies comprising its main trade group spent $48.5 billion on research and development last year. All told, the pharmaceutical sector has spent $550 b...
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Hospital Pharmacy Europe - Digital innovation in the healthcare sector


BMJ has teamed up with IC Tomorrow, part of the Technology Strategy Board, in a nationwide competition to help encourage digital innovation in the healthcare sector.
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Why Big Pharma wants your e-mail address


Patients who don't regularly take their prescribed drugs are called "non-compliant" - and this is a big problem for Big Pharma, according to industry insiders, because "patients who could be taking...
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Top Emerging Pharmaceutical Markets


China's pharmaceutical market received a huge boost from health system reforms instituted by the government between 2009 and 2011.
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Médicaments, santé et Internet : tous prescripteurs ? - CareVox


Les acteurs du secteur de la santé ne sont pas indifférents aux risques que fait encourir l’automédication et l’autodiagnostic. Tandis que les pouvoirs publics organisent le filtrage qualitatif des informations, les médecins et les laboratoires privilégient une démarche éducative.


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