New pharma
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New pharma
Pharma's struggle for a new commercial model
Curated by rob halkes
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Pharma eDetaling: core to its new commercial development | Health Business Consult

Pharma eDetaling: core to its new commercial development | Health Business Consult | New pharma | Scoop.it

Pharma’s new commercial model is not easily created.

 

We see Pharma companies to add all sorts of new programs to their company, like “Closed Loop Marketing”, “Sales Force Effectiveness”, “Key Account Management”, “Key Opinion Leader Management”, “Customer First”, or “Customer Excellence”, “Market Access management” etc.

Surely all kinds of innovations to focus and approach promotion in a new way.
Also, Social Media, Websites and On line Communities are created to “get the word out..”


But for now, we want to focus on edetailing as a core aspect for triggering the road map to create more effect and collaboration with customers (physicians and other caregivers) to support patients’ therapies, such as compliance support. ...

See presentation

 

rob halkes's insight:

Looking forward to the development of a new commercial approach of pharma, not "just" as supplier of medications, but as full partner in caring for health. Co-creating health with all protagonists!

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Compilation of pharmaceutical trends and strategies 2013

Compilation of pharmaceutical trends and strategies 2013 | New pharma | Scoop.it

Compilation of pharmaceutical trends and strategies 2013

 

from Cutting Edge Information.

The report gives a quick overview of key areas a pharmaceutical industry has to tend to for its business..

Download link to the pdf of the report

rob halkes's insight:

Informative.. Compilation of pharmaceutical trends and strategies 2013

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@DigitalPharma | Pharma Digital Review of EXL Pharma at Paris

@DigitalPharma  | Pharma Digital Review of EXL Pharma at Paris | New pharma | Scoop.it

My colleague Ritesh Patel (@ritters90 for those of you who don’t currently follow him) is going to be giving his thoughts from an event chairman’s perspective in the near future, but when it’s fresh in my mind I thought I’d give a perspective from the floor.

 

To me, the most important thinking fell into three categories:

- Pharma is finally putting multichannel in its proper context

- Social is getting serious

- Gamification is gaining proper meaning

..

 

 

rob halkes's insight:

A bit reluctant about so much (American like) pudh of commercial,  I found the review contributing, When you go to the site, just skip the advertising talk about how great they are and get to the sreious part of their contribution ;-)

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Death To Core Competency: Lessons From Nike, Apple, Netflix

Death To Core Competency: Lessons From Nike, Apple, Netflix | New pharma | Scoop.it
Known for decades as a shoe company, Nike is undergoing a digital revolution. In recent years, it's launched everything from apps that are standard issue on the iPhone to wearable devices to web services.
rob halkes's insight:

Reflection on the issue of a company's "Core Competence" might be a good way to start with looking at the future of pharma..;-)

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Technology trends facing pharma in 2013 - PMLiVE

Technology trends facing pharma in 2013 - PMLiVE | New pharma | Scoop.it

By Phil Taylor

Pharmaceutical companies and other players in the life sciences industry need to get to grips with new and potentially disruptive technologies to help them emerge from a challenging operating environment, says a new report.

 

The report can be found here

 http://www.accenture.com/us-en/blogs/life-sciences-blog/archive/2013/01/24/accenture-technology-vision-for-life-sciences-the-tech-trends-worth-mastering.aspx ;

 

and is summarised in this brief:

 

Trends that will influence your business

Over the next three to five years, there are six technology trends that will significantly impact how life sciences companies use technology to drive growth and increase efficiency:

Context-based services that know where you are and what you are doing will drive the next wave of digital services.Converging data architectures will encourage focus on patient outcomes by combining information from a number of sources.Industrialized data services will allow for information to be shared—but it must be managed strategically.Social-driven IT will be a powerful tool for life sciences companies, both internally and externally.PaaS-enabled agility will shift the emphasis from cost cutting to business innovation by using “Platform as a Service” capabilities.Orchestrated analytical security will help businesses deal with security breeches, data platforms and device management.

Next steps for technology leaders

Most life sciences companies will be hard pressed to understand and serve potential consumers and providers in emerging and developed markets without staying on top of all of these trends. We recommend technology leaders:

1. Prioritize the technology trends.
2. Define an information strategy.
3. Bolster data services and management capabilities.
4. Encourage use of social technologies across the organization.
5. Define a cloud strategy.
6. Change the security paradigm.

rob halkes's insight:

Yes, the world is changing, also in Pharma.

Interesting that the words I put in, in 2007, are now shared by "the big" consultancies... (see here:http://www.slideshare.net/ARJHalk/towards-value-innovation-in-pharma-sfe-conference-london-062007 )

It just means that if you still have to reorientate to new models, genuinely applicated

to your own pharma/bio business, you're rather late to begin this.

 

Mind the box ticking excercises that the big ones do have "on the shelf" for you. 

Redefining your strategy in market approach is not about checking boxes as "done".

Without inspired, mental and visionary change, all behviour will be "managerially" discplined only, but not understood and thus without real effect... ;-)

 

(I just needed to state this.. ) Hope you don't mind..

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Patient Education Report Patients on Call

Savvy, influential patients have pharmas attention and are growing relationships with industry. How firms have just begun to tap the potential of this emerging segment

[Excerpt]

While many pharma and device firms remain on the sidelines, understandably so, the lure of gaining a rapport with patients on social networks is reason enough for some to venture forth, despite the unknowns.

Over the past year or so, the role of patients as an influence and information channel for pharma has blossomed. Experts on the trend say it's comparable to the rise of key opinion leaders (KOLs) in the physician world—doctors, typically from academic medicine, who reach out to other physicians likely to prescribe a product.

Two main groups of patient advocates have experience with ­products. The first receives training from boutique  agencies like HealthTalker and Snow Companies, which specialize in word-of-mouth communications and use the real-life stories of patients to deliver marketing messages.
The second and perhaps most visible segment of patient advocates are those, like Hernandez and Sparling in the diabetes realm or Dave deBronkart (aka e-Patient Dave) in cancer, who are especially adept at creating content.
The foremost bloggers have become, effectively, small communications firms unto themselves, says Jack Barrette, founder and CEO of Wego Health, an online patient network that also acts as a liaison between its “health activists” and pharma to create educational programs.
“[The high-profile advocates and bloggers] want to communicate very valuable content and have created an agency structure—they're professionals, in a good way, and have managed to carve out areas where they can be seen as agency-like,” Barrette says.
Beyond that top layer is a group who also blog but don't necessarily support themselves through their advocacy. It's that group, which Barrette calls the health activist middle class, that companies are now learning from: “They're so powerful because their numbers are so vast, and they're trusted because they're not semi-professionals.”
There's a third tier online, “who don't even consider themselves patients,” observes Wendy Blackburn, EVP, Intouch Solutions. Around a third of US adults use social media as a health resource, according to a 2012 survey of 1,060 US adults by PricewaterhouseCoopers, and most probably fall into this third group.
“It's someone who maybe just got diagnosed and doesn't even realize there's this discussion we're having about pharma and social media,” says Blackburn. “They just go online for information.”
Participation is not without its pitfalls. For instance, sources say patient-generated content is vulnerable to the same creative restrictions as most healthcare marketing.

Marketers playing in social media also need to stay vigilant and ride the waves of the shifting digital landscape, such as when Facebook abruptly changed course in 2011 and forced pharma pages to open their walls to user comments, prompting several drugmakers to shutter theirs rather than commit to 24/7 monitoring of posts.

“If pharma can drive patients to accurate information, it furthers the goal of optimizing treatment experience and promoting adherence,” says Tara Rice, manager of health education for the agency HealthEd. Rice points to a 2012 Wolters Kluwer survey that found 65% of people who turn to the internet with medical questions say they trust the information they find, “which is scary, because there's a lot of inaccurate information online.”

Nevertheless, patient advocates and some pharma and device companies seem to be finding ways to work together.

rob halkes's insight:

Great overview and insight information. The patient education report (download too) A way to go: essential to pharma as a trusted source of information, i.e. if handled from a disease nd medical perspective, not by a commercial one. So, tricky, but surely worthwhile!

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Public can see pharma payments to doctors starting in 2014 - amednews.com

Public can see pharma payments to doctors starting in 2014 - amednews.com | New pharma | Scoop.it
Revisions in the final transparency rule will give physicians more time to resolve payment amounts and won't require disclosure of indirect pay from accredited education programs.
rob halkes's insight:

It was due... ;-)

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Pharma and Pinterest - The Good, The Bad, And The Bland. | HealthWorks Collective

Pharma and Pinterest - The Good, The Bad, And The Bland. | HealthWorks Collective | New pharma | Scoop.it
While Facebook and Twitter remain the post popular social media platforms for healtcare engagment, Pinterest is fast gaining ground.
rob halkes's insight:

We should indeed watch out for what is happening there ;-)

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Doctors' views on pharma: part one

Hannah Blake interviews Doctor A

Here is the first of five anonymous interviews with healthcare professionals from a range of different demographics, to find out how they typically engage with pharma.

To coincide with our medical communications focus month, pharmaphorum speaks with five healthcare professionals to find out how they typically engage with pharma and their thoughts on how this could be improved in the future.

Throughout this series, we are looking to learn:

• How doctors typically engage with pharma companies?

• What a good interaction with pharma is like?

• What common characteristics define the pharma representatives with whom doctors typically have good interactions with?

• Would doctors value details and data from pharma around late stage trials activity and the new drugs pipeline?

• If yes, how would they like to receive this information, and through what channels?

• From a trust perspective, do doctors believe that pharma companies supply information in a transparent way?

• Other than drug information, what else is or could be provided by pharma companies to support a doctor’s work or create better interactions?

• What one thing could pharma companies provide doctors with through engagement that would be most useful in the future?

• Do modern technologies, such as tele-reach detailing and use of iPads, add value to doctor’s knowledge and interaction with pharma?

rob halkes's insight:

In first impression it looks strange: an anonimous interview? But truth is, as in my own experience, that doctors speak "off the record" differently about value of pharmaceutical companies than they do "in public". Hence it is commendable that Pharmaphorum shows some of the issues "back stage".

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Health IT startup claims pillbox app has boosted adherence rate to 81% in two months

Health IT startup claims pillbox app has boosted adherence rate to 81% in two months | New pharma | Scoop.it
A health IT startup claims since its mobile health app to improve patient adherence hit the market in November, patient adherence has exceeded 81 percent.

Via Dan Baxter
rob halkes's insight:

Adherence, the name of the game: but how difficult is it to adapt the support and the therapy to patients' needs!

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rob halkes's curator insight, January 10, 2013 2:02 AM

Indeed, the more adherence the more gain to those providing the necessary therapies - bit let's remember 1st things first: therapy is the thing to mend the condition... isn't it?

Dan Baxter's comment, January 11, 2013 8:47 AM
Also judging by the somewhat cynical response i've had to this post that technology like this does not mean that the overlying 'buy in' from the patient over why they must take their medication can be ignored.....
rob halkes's comment, January 31, 2013 5:53 AM
Fully agree with you Dan, in an orientation research on diabetic patients on their individual related factors to adherence, it turned out very and several different factors do influence the inclination to adhere or not, or even when and how.. a pillbox might help but I guess it is only for a few percentages explaining actual adherence behavior!
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#pharma100 - Healthcare Social Media Analytics & Transcripts

#pharma100 - Healthcare Social Media Analytics & Transcripts | New pharma | Scoop.it
What is #pharma100? pharma, top 100 influencers in pharma. Healthcare Social Media Hashtag. Real-time Analytics.

 

rob halkes's insight:

Second time in a row: changes can be seen. But also, influence of period on which survey for nominations is made. I can see relations between those that are on hollidays, like Andrew Spong, and those that aren't, like John Nosta..

Surveys and nominations and, for that matter: lists creations, are highly influenced by time factors, and popularity of people involved. Indeed: who is able to activate most people to vote for oneself.

It is not that I am against lists, but we have to interpret them with care...

Imagine these effects when quality of doctors are at stake... ;-)

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Pharma Marketing Blog: Pharma: The Year 2012 in Images

Pharma Marketing Blog: Pharma: The Year 2012 in Images | New pharma | Scoop.it
rob halkes's insight:

John Mack, created a preso on his views of the nealry foregone year. Pharma has made a development indeed.

 

But has it gone as you expected it?

I for one think not: acknowledging what new opportunities have arisen for pharma, stays a hard thing to do for management. The hardest thing? In my observation, as I can infer so from my discussions with them, is the (only partly) departure from calling routines as the major activity to market to promote one's products. All centres around developing e-detailing and with it larger connections to one's target groups.

In the period from about 2007 till now, much has been published about the new business/commercial model for pharma. Recently we have completed a way to do so, with demonstrating data and all.

Yet, it is still a long road to go, before we see pharma iinovate to real health care markets, indeed.

Let's hope that 2013 makes a brea through!

 

All the best for the new year

Rob

@rohal

 

 

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Pharma: from (e)detailing to physician and patient excellence, a new commercial approach

Pharma: from (e)detailing to physician and patient excellence, a new commercial approach | New pharma | Scoop.it

Pharma: from (e)detailing to physician and patient excellence, a new commercial approach.

 

The demand for a new commercial model in Pharma is striking. Lots of talk about social media, KAM, gaming, mobile and all kinds of excellences: customer, sales and marketing.

But what's the roadmap starting from the current situation of pharma's commercial business approach, to get to a new commercial relationship for the (local affiliates) of the pharmaceutical industry to its very customers?

I invite you to the scetch of this.

I made this outline on the basis of having gone that road and now look back on the (very) positive results.

Hold yourself to your seat: it might feel like a roller coaster! But doesn't just make that all the fun?

You may challenge me ;-) but thanks for your attention anyway!

 

Rob

 

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Eli Lilly CEO says European drug prices threaten innovation: report | FirstWord Pharma

Eli Lilly CEO says European drug prices threaten innovation: report | FirstWord Pharma | New pharma | Scoop.it
FirstWord Pharma - Gain Access to the Information You Need Track the Companies,
Products, and Regulatory Areas of Most Interest to You
rob halkes's insight:

How low can we go...

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Warum Soziale Ärztenetzwerke für Ihre Marketingstrategie unerlässlich sind...

Warum Soziale Ärztenetzwerke für Ihre Marketingstrategie unerlässlich seien werden
rob halkes's insight:

Great overview. ALl look s great but there are some drawbacks. However in Deutsche Sprache. ;-)

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Pharma and the pataphysics of social health

Pharma and the pataphysics of social health | New pharma | Scoop.it

An entry in the ‘100 Steps for Pharma‘ series It's easier to sharpen a pencil than it is to write a poem with it. It's easier to clean a musical instrument than it is to play a sonata on it. ...

 

Whilst sectors of the health conversation still appear to have the leisure to ‘devote themselves more to the spectacle of thought than to thought itself’, pharma clearly is not one of them.

Revenue gaps caused by drugs going off patent are harder to close; margins are squeezed; budgets are under pressure; costs are closely managed; restructuring is everywhere.

No pharma company should look at its portfolio of social presences and think ‘job done’.

 

What job do they do?

Are they advancing the company’s key business objectives, or are they merely ’accelerating in a void, because all the goals of liberation are already behind [them]‘?

If you don’t know where your destination is, it is likely that you are heading in the wrong direction.

rob halkes's insight:

Just to highlight: "It’s easier to talk about technology in healthcare than it is to integrate it effectively into activities that deliver improved outcomes for patients."

 

Indeed, it does matter Andrew to choose what destination you have as a pharma company:

 

Is it "just" delivering (new, innovative) drugs?

 

Or is it being "the medicines partner in bringing better outcomes to care for health".

 

I would say for one, that personal, individual medicine, and multi-morbidity raising concerns for interaction control of potentially used drugs in a one-person therapy and, surely too, how to sustain compliance to therapy in a way of supporting patients instead of controlling them, is sufficient reason to really question yourself as a pharma company when you inderstand yourself as just a drugmaker..

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Pharma is going to have to become a tech company

Pharma is going to have to become a tech company | New pharma | Scoop.it
If the new about an Apple iWatch turns out to be reality healthcare marketers had better be ready because the healthcare applications are endless for device like this.   Imagine a watch reminding y...
rob halkes's insight:

Pharma has to find its way through this: eventually acknowledging to its strategic position as a partner to care, to begin with it and so adding for its very proper part to the integration of different aspects into the outcome of care. If not it will, however excluded for these single really innovative drugs, be a commodity provider. I 'd state pharma must go the way of partnering to integrate, be it only for the needs of personal medication....

 

OMG why is it so slowly dwaning..?

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Accenture Biopharmaceutical Industry Study 2012

Accenture Biopharmaceutical Industry Study 2012 | New pharma | Scoop.it
Accenture’s biopharmaceutical industry study highlights that from 2013 onward, the negative effect from sales lost due to the patent cliff will lessen and sales will improve.
rob halkes's insight:

Indeed: signs of life beyond the paten cliff... if one can change I guess..;-)

Infographic from Accenture.

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Top pharma companies in social media: whose opinion are we polling?

Top pharma companies in social media: whose opinion are we polling? | New pharma | Scoop.it
An entry in the '100 Steps for Pharma' series Millions of words have been written over recent years across media channels about the relative performance of pharmaceutical companies in social enviro...
rob halkes's insight:

Great post: do read it! It says it all!

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Personalized Medicine: An Industry Report

Increasingly, the development of new pharmaceuticals utilize genetic information to stratify patient...
rob halkes's insight:

Need to know this update.  With link to download the report!

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CORPORATE REPUTATION OF PHARMA-THE PATIENT PERSPECTIVE, JANUARY 14 2013

CORPORATE REPUTATION OF PHARMA-THE PATIENT PERSPECTIVE, JANUARY 14 2013 | New pharma | Scoop.it
SAMPLE PAGES-PV CORPORATE REP PHARMA-JAN 2013.pdf Download this file Increasing numbers of pharmaceutical companies are seeking to redefine their relationships with patients, recasting their companies as more patient-centric.
rob halkes's insight:

Good work from patientview !

Is it that patients exectations have risen because of having become more conscious about what pharma could do, and doesn't, or is it that pharma has fallen back in its actions to the public... ?

I can see rise in pharma's social media presence and good intentions in informing the public better about their activities. But is doesn't seem enough. There's more to change of a business branche than just a facebook page.

And, let'sbe honest: it is not solely about the companies; it's also about all stakeholders to the pahrma branche: authorities alike physicians..

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How Pharma Companies Use Social Media | Business 2 Community

How Pharma Companies Use Social Media | Business 2 Community | New pharma | Scoop.it
To many businesses and professionals, social media can seem frivolous–a place to upload photos of your dinner and your cat. But in reality, it is a powerful
rob halkes's insight:

Interesting - but I guess you ay find a larger perspective to pharma's use of social media in my controbution on slide share: http://www.slideshare.net/ARJHalk/pharma-from-detailing-to-customer-patients-excellence Thx.

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Increased Use of Twitter at a Medical Conference: A Report and a Review of the Educational Opportunities

Increased Use of Twitter at a Medical Conference: A Report and a Review of the Educational Opportunities | New pharma | Scoop.it
Increased Use of Twitter at a Medical Conference: A Report and a Review of the Educational Opportunities
rob halkes's insight:

"New" pharma is in a changing process of rearranging its channels, messages and relationship with target audiences. Although they are not so much early innovators as a brach, they do want and try to get on. Such a pity that they do not find too many credits for their trying.. It might also be due to the fact that health care itself isnot known as a very brught and eager innovators' branch. LEt's be happy with those who try and do find bes paractices along the way. But still, I guess, the main finding seems to be: the length of the journey to take is long.. In my view that is precisely the thing thats thrills  me for one! We are going to discover how much we don't know about health, care for health and medical care. Let's be determined to that road!

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Top Ten Internet-Smart Doctors in the WORLD!

Top Ten Internet-Smart Doctors in the WORLD! | New pharma | Scoop.it

Welcome to the 1st Annual "Top Ten Internet-Smart Doctors in the World".
Now, why, you may ask, do we presume to say "World"?

Because the internet, as Mr. Gates says, has made the world a global village.

On the internet, one can find out many wonderful things, and, for this page, you have access to things that are happening in faraway lands, as if they were next door.

Doctors are increasingly using the internet, to communicate, to educate, and to use sometimes as medical devices. And now docs are tackling social media, which a few to the Top Ten do. The Top Ten come from all over, from Australia to the Bay area.  There is one from the Netherlands, one from Hungary, one from India, and one from Australia.  The other six are Yanks.  And they are all MDs.

Characteristics that the top ten share are traits of enthusiasm for their craft, intelligence, diligence, intimate knowledge of how the net can be leveraged to benefit healthcare,  and love of teaching.

rob halkes's insight:

Congratulations to Eric Topol, Mike Cadogan, Berci Mesko, Pieter Kubben, Peter Diamantis, Cameron Powell, Iltifat Husain, Summer Sehti, Daniel Kraft and Kevin Pho!

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rob halkes's curator insight, December 20, 2012 3:46 AM

Congratulations to Eric Topol, Mike Cadogan, Berci Mesko, Pieter Kubben, Peter Diamantis, Cameron Powell, Iltifat Husain, Summer Sehti, Daniel Kraft and Kevin Pho!

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Social Media Monitoring Analysis | Pharma Commercial Services | Healthcare Analytics & Services | Solutions | IMS Health

Social Media Monitoring Analysis | Pharma Commercial Services | Healthcare Analytics & Services | Solutions | IMS Health | New pharma | Scoop.it
Due to our deep-rooted pharma commercial expertise, IMS Health offers clients unparalleled pharmaceutical business process outsourcing capabilities.
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