New ways of working in pharmaceutical marketing
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Drug adherence gets a boost from gamification, new study says

Drug adherence gets a boost from gamification, new study says | New ways of working in pharmaceutical marketing | Scoop.it
Racking up points for filling prescriptions or taking home prizes for sticking with meds might sound like a far-flung concept. But according to a new study from HealthPrize Technologies, the technique actually works. 
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New Standards for Pharmaceutical Digital Marketing - Zephoria Inc.

New Standards for Pharmaceutical Digital Marketing - Zephoria Inc. | New ways of working in pharmaceutical marketing | Scoop.it
How will the new standards for pharmaceutical digital marketing change your marketing strategy in 2015?
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Data Shows Digital Marketing Works for Pharma | Mobile Marketing Watch

Data Shows Digital Marketing Works for Pharma | Mobile Marketing Watch | New ways of working in pharmaceutical marketing | Scoop.it
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Social Media Marketing Comes Under New Scrutiny By FDA - Food, Drugs, Healthcare, Life Sciences - United States

Social Media Marketing Comes Under New Scrutiny By FDA - Food, Drugs, Healthcare, Life Sciences - United States | New ways of working in pharmaceutical marketing | Scoop.it
2 Jul 2014 - United States - Food, Drugs, Healthcare, Life Sciences - Social Media Marketing Comes Under New Scrutiny By FDA - Jones Day - FDA set forth specific requirements for the use of social media by pharmaceutical and medical device manufacturers, packers, and distributors.
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Bringing health care marketing to the future...or at least the present - Nashville Business Journal

Bringing health care marketing to the future...or at least the present - Nashville Business Journal | New ways of working in pharmaceutical marketing | Scoop.it
How health startup Clariture wants to help health care companies market like everyone else.
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Data security in pharma marketingthe path to maturity

Data security in pharma marketingthe path to maturity | New ways of working in pharmaceutical marketing | Scoop.it
What brand managers need to know to achieve data security maturity
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Obama Policies Reshape Pharma Marketing - Pharmaceutical Executive

Obama Policies Reshape Pharma Marketing - Pharmaceutical Executive | New ways of working in pharmaceutical marketing | Scoop.it
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Social Networks And Drug Information Studied - Health News - redOrbit

Social Networks And Drug Information Studied - Health News - redOrbit | New ways of working in pharmaceutical marketing | Scoop.it
The Internet abounds with a wealth of information — true and otherwise — about healthcare. So where should you turn to find the latest information about medications or conditions?
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Pharma joins the game: the use of videogames in the pharmaceutical industry - Oxbridge Biotech Roundtable

Pharma joins the game: the use of videogames in the pharmaceutical industry - Oxbridge Biotech Roundtable | New ways of working in pharmaceutical marketing | Scoop.it
Once there were videogames: adored by the young, scorned by adults as imagination-killers and generally a waste of time.

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Persuading the Prescribers: Pharmaceutical Industry Marketing and its Influence on Physicians and Patients - Pew Charitable Trusts

Persuading the Prescribers: Pharmaceutical Industry Marketing and its Influence on Physicians and Patients - Pew Charitable Trusts | New ways of working in pharmaceutical marketing | Scoop.it
In 2011, the pharmaceutical industry spent nearly $29 billion on drug promotion in an effort to influence doctors’ prescribing practices.
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Excitement for Mobile Health Sensors Will Fuel Innovation in Health Care

Excitement for Mobile Health Sensors Will Fuel Innovation in Health Care | New ways of working in pharmaceutical marketing | Scoop.it
By Henry Tirri
Henry Tirri is the Nokia Executive Vice President and CTO.

As the technologies enabling the mobile computing revolution spread beyond smartphones, sensors and data analytics increasingly have the ability to unlock secrets of our heal...
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What comes after Generation Y? The Age of the Community

What comes after Generation Y? The Age of the Community | New ways of working in pharmaceutical marketing | Scoop.it
Some call them the I-generation, others call them pluralists, post-gen and even generation Wii. To put it simply, they are Generation Z, the kids, tweens and teens of today who therefore represent our aspirations and near future. Here at InSites Consulting we want to bring our clients to that future first - and the future is Generation Z.
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Prescription Matchback Process Explained

Prescription Matchback Process Explained | New ways of working in pharmaceutical marketing | Scoop.it
How a Prescription Drug Matchback Process Works

Via Pharma Guy
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Pharma Guy's curator insight, December 10, 2014 11:14 AM


Matchbacks” have emerged as the gold standard of pharmaceutical marketing. The little-known process involves assigning patients unique codes based on their prescription-drug records. Pharmaceutical companies don’t know a person’s name but they do know groups that use a specific medicine and can then send them tailored Web ads. The practice is legal although critics view it as a breach of confidentiality.

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ePharma Summit: Digital Pharmaceutical Marketing Growth Requires New Industry Standards

ePharma Summit: Digital Pharmaceutical Marketing Growth Requires New Industry Standards | New ways of working in pharmaceutical marketing | Scoop.it
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How Can Pharmaceutical Companies Build Closer Relationships With Social Patients

How Can Pharmaceutical Companies Build Closer Relationships With Social Patients | New ways of working in pharmaceutical marketing | Scoop.it
This year, FDA has final begun to offer some guidance to marketers about social media. Heres what social patient say they want
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Husband and wife's medical innovation is just the tonic - Independent.ie

Husband and wife's medical innovation is just the tonic - Independent.ie | New ways of working in pharmaceutical marketing | Scoop.it
HERE is a question for you. If a doctor told you you had high blood pressure, do you know what they mean?
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Strategic principles for competing in the digital age | The Marketing ...

Strategic principles for competing in the digital age | The Marketing ... | New ways of working in pharmaceutical marketing | Scoop.it
As these technologies gain momentum, they are profoundly changing the strategic context: altering the structure of competition, the conduct of business, and, ultimately, performance across industries.
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Thinking Outside the Bottle - Are Kegs The Future For Wine?

Thinking Outside the Bottle - Are Kegs The Future For Wine? | New ways of working in pharmaceutical marketing | Scoop.it
After Free Flow Wine’s business model stopped working, it reinvented itself. When it ran up against a Prohibition-era regulation, it convinced Florida to rewrite the law. “Crushing it” doesn’t have the same meaning for entrepreneurs in Silicon Valley as it does in California’s wine country 100 miles to the north. In [...]
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For pharmacutical companies regulation matters, even on social media

For pharmacutical companies regulation matters, even on social media | New ways of working in pharmaceutical marketing | Scoop.it
It may have taken the FDA a while to start regulating copy related to pharmaceutical products on social media, but that day has come. Learn more here.
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Survey shows Pharma digitally failing patients

Survey shows Pharma digitally failing patients | New ways of working in pharmaceutical marketing | Scoop.it
A study by consulting firm Accenture shows that patients not only expect digital outreach, but that their desire to be engaged is consistently being ignored.
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Pharmaceutical Facebook Marketing Earns Company FDA Warning

Pharmaceutical Facebook Marketing Earns Company FDA Warning | New ways of working in pharmaceutical marketing | Scoop.it
Seems like every company in the world does Facebook marketing these days, but even in the wild world of social...
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The gates to social media are opening for the pharmaceutical industry, but with access comes responsibility

The gates to social media are opening for the pharmaceutical industry, but with access comes responsibility | New ways of working in pharmaceutical marketing | Scoop.it

Since social media was widely adopted more than five years ago, the pharmaceutical industry has tiptoed around the edges of the platform, concerned that diving in would obligate companies and brands to keep tabs on and manage all consumer-generated content. If the content is incorrect, patient outcomes and adherence could suffer; but in the absence of FDA guidance, and with limited resources, what can our industry do? Until recently, there has been little feedback from the FDA regarding our perceived responsibility as an industry. However, the draft guidance published in January 2014 titled "Fulfilling Regulatory Requirements for Postmarketing Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics" appears to address pharma's expanding role in engaging its audiences with promotional online activities, including what it can do with content after it's been approved and published.

The FDA on real-time communications and interactions

The FDA makes an important, time-saving distinction in the draft guidance related to "real-time communications and interactions (e.g., blogs, microblogs, social networking sites, online communities, and live podcasts)." Due to the long lead time of internal promotional review, it realizes it's impossible for pharmas to submit every new piece of content for review before publication. With the volume of material generated, the submission process would impede conversation and create a backlog for the reviewers.


"The FDA makes an important, time-saving distinction in the draft guidance..."



The FDA on promotional language

The FDA's draft guidance recognizes product language as promotional even it is not physically connected to a product (e.g., a label on a bottle or package) and that the contextual relationship between a product and its labeling is the key. In the digital world, this means associations are made even if an item and its descriptor do not appear next to each other. Inference has always been an important focus for the FDA in reviewing promotional items – there have been many cases where the FDA discouraged a color scheme that links branded and non-branded material.

What you're really responsible for

Next we get to the meat of the guidance: in short, if you own it, control it, create it, influence it (more about this in a minute), or operate it, then you are responsible for it. Clear, simple, specific. In prior discussions with the FDA, its representatives have been resolute on this point. If the FDA can ultimately prove that you knew about content you should be responsible for, it will insist you take responsibility for it.


"If the FDA can ultimately prove that you knew about content you should be responsible for, it will insist you take responsibility for it."



The FDA on third-party site promotion

"Under certain circumstances, a firm is responsible for promotion on third-party sites." The FDA clarifies this to be content focused: if you read and / or revise content for a digital venue, such as an advocacy resource like an organization's Facebook page before publication, then you are responsible for the content and must follow the FDA's standard procedures. Financial responsibility (such as providing a grant that enables the content to be developed) does not equate to content responsibility. This distinction is important because it means there is a growing opportunity for pharmaceutical companies to use existing healthcare communications – such as mobile health apps, health activist blogs and foundation sites – instead of building the digital venues themselves. This could be a real benefit to consumers and pharma by reaching the audience where they are already engaged and saving promotional dollars.

The FDA adds that although content submitted to these venues must be approved, how the third party uses the materials is not the pharmaceutical company's responsibility. A great example (non-digital) is one from years ago when a TV news program that was integrating approved product messaging decided to shorten the program and deleted some critical compliance information. The pharmaceutical company was not held responsible, and the current guidance reiterates the FDA's commitment to evaluate these types of circumstances independently.

The current draft guidance does state that employees or agents (vendors, agency partners) are responsible for publicly communicated product promotions. Therefore, pharmaceutical companies should clarify their internal employee social media guidelines. And, they need to take care when providing materials to health activists if there is any financial remuneration since the FDA will hold pharma companies accountable for the relationship. The FDA wants relationships clearly identified but is appearing lenient if there is no direct financially beneficial relationship with the company.

Overall, the recent draft guidance goes a long way to opening the door for pharma to participate in digital channels with user-generated content, provided there is transparency with the FDA all along the way. The draft guidance reduces many barriers to engaging in social media as a promotional vehicle, while highlighting the importance of being responsible for content you place, manage, or maintain, as well as the need for fully transparent relationships. It also puts a spotlight on the significant resources required to support the management of social media content; to many, it simply may not be worth the investment. That said, we hope to see the industry take advantage of the opportunity to develop deeper connections and support better health outcomes through these communication channels.

 


Via Plus91, Celine Sportisse, Philippe Loizon
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5 things pharma digital marketing needs to do before social media |

5 things pharma digital marketing needs to do before social media | | New ways of working in pharmaceutical marketing | Scoop.it
Smart organizations are going to invest in digital marketing NOW because simply put they can't afford not to.
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