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6 Key Takeaways From #DigiSights 2015: How Indian Pharma Can Excel In Digital Marketing

6 Key Takeaways From #DigiSights 2015: How Indian Pharma Can Excel In Digital Marketing | Pharma Communication & Social Media | Scoop.it

The Indian Pharma market is all set to touch new horizons in 2015.As per the Mc Kinsey report of India Pharma 2015, the pharma industry has immense opportunities and is poised to grow to $24 billion by 2015, and would reach upto $55 billion by 2020. In this process it is also expected to create 45,000 new jobs next year.

Will digital play a bigger role at a time when India is moulding itself in a mobile economy? 

The second edition of DigiSights 2015 organized by MediaMedic happened yesterday with a focus on the “Why and How of Digital Pharma Marketing in India.”

Listed below are the six major takeaways for the Pharma industry to excel in digital marketing:

1. Build digital culture and not apps

“Digital is a revolution and we need to build a culture rather than focusing too much on various apps and gimmicks. The industry needs to think that the divide between health professionals and patients should minimize. The future is in the room sitting here, please connect the dots,” said Sanjiv Navangul, Managing Director, Janssen India in his welcome note at #DigiSights 2015.

In his quick hard hitting talk, he shared that technology is the last thing one considers in the Pharma market. 

2. Pharma is not boring and mobile holds the key

Pharma is not boring! You believe that when a dashing young man says it with gusto at a conference. Rahul Avasthy from Abbott in his talk in the first half of the conference, emphasized on a disruption in the healthcare sector rather than focusing on digital gimmicks like Sanjiv had emphasized in his talk.

3. Focus on the ‘why’ and not ‘I need a mobile app’

“You can’t get up one day and say I need an app, ‘why’ has to be worked on – only then it can meet your objectives.” These words came from a seasoned marketer like Priti Mohile, Co-Founder at MediaMedic who has enough experience to back it.

In her talk, Priti persisted that the focus should be on “Why” and not building another mobile app or building a video or being present on a new social network. “The move has to be doctor and patient centric; you need to touch lives rather than being just a logistic company.”

4. Make data the currency of pharma marketing

Salil Kallianpur from GSK-Global started his discussion with a very harsh truth – “Nobody trusts our Pharma industry, why would today’s evolved world do?”

5. US models won’t work in India

Sagar Pawar from PwC was the man who focused on trends in the industry. While he agrees that one needs to be better equipped in this digital world but we also need to understand what can and cannot work in India. “We can’t pick up US models just because it has worked there. We need to understand Indian doctors, patients and the regulated industry we work in here.”

6. Digital PR is a must in Pharma

From PR to Digital PR and now to Digital PR in Pharma were the opening lines of Dinesh Chindarkar, Co-founder at MediaMedic. With his bunch of case studies he stressed the fact that in today’s times Digital PR is very much required for Pharma Marketing.

His first case study about how MediaMedic associated with Yuvraj Singh on a cancer campaign was a brilliant example of an all round digital PR initiative in the Pharma market.

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AZ escapes censure over cancer tweet - PMLiVE

AZ escapes censure over cancer tweet - PMLiVE | Pharma Communication & Social Media | Scoop.it

AstraZeneca has been cleared by the UK industry ethics body the PMCPA over a tweet it published about the chances of breast cancer getting worse for newly diagnosed patients.

This comes after an anonymous director of research, based in the US, complained about a tweet posted by AstraZeneca in December last year from the San Antonio Breast Cancer Symposium.

The published tweet said: “Approximately 30% of women with early breast cancer will develop advanced or metastatic breast cancer”.

The director, who is also medical professional with a UK licence, said he understood that survival rates were in fact above 98% for early breast cancer.

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How Pharma Marketers Can Use Twitter Hashtags Better - YouTube

How have hashtags influenced healthcare discussions on Twitter? Are Pharma marketers using them well - and where can they improve? Miriam Shaviv of Brainstor...
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Samsung releases Backup Memory app for Alzheimer’s patients | mobihealthnews

Samsung releases Backup Memory app for Alzheimer’s patients | mobihealthnews | Pharma Communication & Social Media | Scoop.it

Samsung has released an app for people with Alzheimer’s called Backup Memory, which was developed by employees of Samsung Electronics Tunisia (SETN). SETN Marketing Manager for Mobile Products Azer Jaafoura led the project.

“We wanted to make life easier for Alzheimer’s patients as well as their caretakers, but we were initially unsure of how to go about doing this,” Jaafoura said in a statement. “While Alzheimer’s may be incurable, recent studies have shown that mental stimulation in the form of regular reminders of past events could potentially slow down the progression of the disease. This is where we saw an opportunity.”

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One Doctor's Quest to Save the World With Data

One Doctor's Quest to Save the World With Data | Pharma Communication & Social Media | Scoop.it

IN RWANDA, PEOPLE have to deal with all kinds of threats to their health: malaria, HIV/AIDS, severe diarrhea. But in late 2012, Agnes Binagwaho, Rwanda’s Minister of Health, realized her country’s key health enemy was  something far more innocuous. 


The thing causing the most harm to her people, the leading risk factor for premature death and disability, was inside their own homes: Dirty indoor air, from cooking food over burning dung and vegetation in poorly ventilated huts. Within weeks, Binagwaho announced a program to distribute one million clean cookstoves to the poorest households in the young, mostly rural country.


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Most smartphone users tap into health features

Most smartphone users tap into health features | Pharma Communication & Social Media | Scoop.it
More than half of today's smartphone users, 62 percent, are using their devices to get health information, according to Pew Research Center's new report, "U.S. Smartphone Use in 2015." The report is based on surveys conducted by the center in conjunction with the John S. and James L. Knight Foundation.

Via Alex Butler
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Everything You Need to Know About Visual Content Marketing

Everything You Need to Know About Visual Content Marketing | Pharma Communication & Social Media | Scoop.it

Content is still king when it comes to digital marketing. In order to get ahead of the competition, it has now become increasingly important to incorporate visual content marketing into your campaigns.

WHY USE VISUAL CONTENT MARKETING

If you need a reason for using visual content marketing, consider the fact that the number of video content posts has increased by 75 percent worldwide. In the United States, the number of video content posts has increased by an astounding 94 percent. It should hardly come as a surprise that 70 percent of marketers reported that they plan to increase their use of visual content in the coming year, according to Social Media Examiner.

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Marketing at 24 Frames per Second

Marketing at 24 Frames per Second | Pharma Communication & Social Media | Scoop.it

Why health care brands need to start speaking in video, and how they can do it. 

Which of these factoids is not like the others?

By 2017 video will represent more than two-thirds of global consumer internet traffic.65% of smartphone owners use their devices to watch mobile video. Of those, 84% watch video at least several times a week.Video in emails nearly doubles click-thru rates and reduces opt-outs by 75%.Customers who view videos are 85 to 144% more likely to purchase.When asked what the most exciting 2014 marketing opportunity for their organization was, more than 2,000 company and agency executives surveyed by Adobe and Econsultancy ranked video last among nine possible choices.

If you chose number 5 – well, you couldn't possibly have been more surprised than I was to find that out. While many of the other eight choices in the Adobe survey – customer experience, mobile, content marketing and multichannel, among other things – are undoubtedly important, it seems counterintuitive that video, so popular among the masses and growing exponentially each day, would be a mere afterthought to marketers.

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Welcome to the Wonderful World of Twitter!

Welcome to the Wonderful World of Twitter! | Pharma Communication & Social Media | Scoop.it

We live in a networked age. It's a new world. Social media is an incredible opportunity to meet, connect, converse, disseminate, and collaborate in ways we never thought possible. There’s a lot of skepticism about social media in the academic/healthcare world, but it’s no longer a choice. It’s the wave of the future. So get your head out of the sand, and stop living like it's the 1990's! I created this guide for my social media training at the 2014 RWJF Clinical Scholars Program National Meeting. It's for the novice all the way to the superuser! Enjoy! If you have suggestions about how to enhance it, please let me know! Also checkout the homework I made for this talk!

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Key Digital Health Trends for EU Pharma - Manhattan Research

Key Digital Health Trends for EU Pharma - Manhattan Research | Pharma Communication & Social Media | Scoop.it
Key Digital Health Trends for EU Pharma Marketers- Manhattan Research
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Patients want pharma to reach them through digital channels

Patients want pharma to reach them through digital channels | Pharma Communication & Social Media | Scoop.it

Visit the post for more.


Via Plus91, Rémy TESTON
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EmmanuelGrunenberger's curator insight, March 23, 1:31 PM

#Digital and #patients: 64% patients ready to provide #health #data in exchange for free information and services

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Intel is swarming wearables as part of its Internet of Things strategy

Intel is swarming wearables as part of its Internet of Things strategy | Pharma Communication & Social Media | Scoop.it

Intel missed being the leader in mobile tech, but it doesn’t want to miss the wearables wave. So the company is investing heavily in components for wearables, and that strategy is integrated with the company’s larger mission of providing tech for the Internet of Things (IoT), or connected everyday objects.


Not only will Intel design components for wearables, but it’s also designing its own wearable devices and partnering with the fashion houses and retailers that will sell them. Those wearables will provide a stream of data to Intel’s Internet of Things infrastructure, which will analyze and make sense of the data so that you can get insight into your life, such as how much you need to exercise or sleep


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The hype and bull in healthcare

The hype and bull in healthcare | Pharma Communication & Social Media | Scoop.it

The hype and bullshit in healthcare have never been deeper.  If healthcare is to evolve the simple formula is to make is revolve around patients not apps, website ratings or wearable devices. Despite all the hype around mobile health and apples’ health apps the fact remains that most patients are frustrated with the level of care they receive from their doctors and when they enter hospitals.  Patients want physicians to treat them as individual people and they want the tools to “talk” to doctors when an appointment isn’t needed.  That’s the result of a quantitative study we just completed (n=6,544).

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EEG-tracking headphones, smart mood ring, and 8 other digital health crowdfunding projects | mobihealthnews

EEG-tracking headphones, smart mood ring, and 8 other digital health crowdfunding projects | mobihealthnews | Pharma Communication & Social Media | Scoop.it

It’s been almost two months since MobiHealthNews has surveyed the mobile and digital health crowdfunding landscape, but the tide of projects hasn’t slowed down. At the end of March, we looked at smart jump ropes, smart canes, two wearable thermometers, and an app-connected home blood test kit. Three out of five of those companies — Kenkodo, Smart Rope, and STEMP — made their goals (with the Smart Rope more than tripling its goal). Baby Check and The Smart Cane fell short.

This latest batch of crowdfunding projects are all about tracking, from an emotion-sensing ring to a smart standing desk to EEG-sensing headphones. Read on for 10 interesting wearables, sensors and apps making their case on Indiegogo and Kickstarter right now.

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10 skills a digital marketing professional MUST have to succeed

10 skills a digital marketing professional MUST have to succeed | Pharma Communication & Social Media | Scoop.it
Being a digital marketer means understanding the nuances of the new web paradigms and how they interact. It's about knowing about how each of the social and digital channels operate and interact with each other and the synergies that creates. It raises ...
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Survey: UK is the best European market for health apps | mobihealthnews

Survey: UK is the best European market for health apps | mobihealthnews | Pharma Communication & Social Media | Scoop.it

The top five markets for mobile health app companies in Europe include Denmark, Finland, Netherlands, Sweden and the United Kingdom, according to a survey of 5,000 app developers, healthcare professionals, and digital health practitioners. The survey, which was conducted by Research2Guidance in collaboration with HIMSS Europe, found that 55 percent of respondents ranked the UK as the top market.

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Apple Watch already has 264 health apps, unused pulse ox functionality, and a hospital pilot

Apple Watch already has 264 health apps, unused pulse ox functionality, and a hospital pilot | Pharma Communication & Social Media | Scoop.it

As the Apple Watch begins to find its way into the hands of consumers, it’s also becoming clearer that there’s a lot of interest in the health features of the device. On April 24th, the day the Apple Watch began shipping, MobiHealthNews found 264 Apple Watch apps related to health or fitness in the Apple AppStore, including apps from Humana, Cerner, the Mayo Clinic, athenahealth, and Walgreens, to name just a few.

 

Although a majority were fitness and workout apps, we found 13 apps related to medication adherence, 15 apps specifically for doctors or patients, 12 hydration tracking apps, and 13 apps for tracking fertility and/or pregnancy. And that was just on day one.

 

We’re also learning more about the sensors in the device. The big (and often misinterpreted) news about Apple Watch’s health features is that they were not what they could have been. The Wall Street Journal broke the story that Apple initially planned a much more ambitious health device, but concerns around accuracy and regulation stymied those plans. 


Via Alex Butler
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EmmanuelGrunenberger's curator insight, April 28, 1:17 PM

At some point need to rate #medical interest of those #apps: 1st entry advantage, number of followers, medical opinion? none will follow the speed

Paulo Duarte's curator insight, May 5, 5:34 PM

Do you know?

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What is the role of social media in healthcare?...

What is the role of social media in healthcare?... | Pharma Communication & Social Media | Scoop.it

While social media is moving quickly through the “hype” line it can serve as an important source of information from people who are researching health information online.


Via Stephen Dunn
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How to integrate social media with legal requirements, presented by Trish Nettleship

SocialMedia.org's Brands-Only Summit is an annual event featuring 16 peer-to-peer collaborative workshops, 12 how-to classes, 12 real-world case studies, 3 brilliant…
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Pharma - Lead, Follow or Get Out of the Way

Pharma - Lead, Follow or Get Out of the Way | Pharma Communication & Social Media | Scoop.it
As tech companies make moves to disrupt healthcare, where does pharma fit? 

These tales are instructive because we see a similar shift in pharmaceuticals and healthcare. Disruption is happening as the industry largely watches from the sidelines. Let’s look at a few examples.

Mango Health is an independent company specializing in applying gamification principles to healthcare apps. They’ve had a successful (soon to be clinically proven) adherence app on the market for several years, but, according to Tech Crunch, they are expanding to track hydration, activity, and glucose and blood pressure monitoring. They also have plans for an Apple Watch app soon.News got out last week that Google is developing a cancer-detecting pill and has just been awarded a patent for a wristband that could send energy to detect — or even someday destroy — cancer cells. They caution that they’re at least five years away from FDA approval, but still, it sounds more like Star Trek than anything in the average big pharma pipeline.23andMe, the headline-making genetic startup owned by Google, has recently announced that it’s going into drug development, headed by the former head of drug discovery at Genentech.

Adding these to the widely discussed Apple watch and open-source ResearchKit, it’s plain to see that tech-focused health initiatives are making a splash with a user-centric technology mindset. Mango Health, as TechCrunch says, “has been taking the behavioral mechanics that make games addictive and applying them toward more intractable problems in the world of healthcare.” Medical Design Technology, talking of Google, put it simply: “The fight against cancer isn’t limited to just the healthcare and medical device industries.” And it isn’t just pharma dropping the ball. 

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Social Networking Could be Used to Tackle Depression

Social Networking Could be Used to Tackle Depression | Pharma Communication & Social Media | Scoop.it
While still in the development stage, the peer-to-peer technology had "significant benefits"

An experimental social networking platform intent on helping userscalm anxiety and reverse symptoms of depression has received positive feedback.

Panoply is a peer-to-peer platform jointly administered by MIT and Northwestern universities that encourages users to “think more flexibly and objectively about the stressful events and thoughts that upset them,” says a paper published in the Journal of Medical Internet Research.

Researchers found that the network, which is still being studied and has yet to be commercialized, produced “significant benefits, particularly for depressed individuals.”

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Be careful when diagnosing your ailments online

Be careful when diagnosing your ailments online | Pharma Communication & Social Media | Scoop.it

According to Pew, 80% of Internet users have looked up health information online. The abundance of information online can turn us into e-hypochondriacs.


Via COUCH.
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Radical consumer-first ideas are necessary to revolutionise healthcare

Radical consumer-first ideas are necessary to revolutionise healthcare | Pharma Communication & Social Media | Scoop.it

To engage with the newest and growing healthcare users, the most successful products will excite consumers, and will make it just as easy for people to monitor or improve their health as it is for them to buy clothes or stream music. By driving interest, engagement, and adoption, digital health companies can make a bigger impact on positive outcomes.


Via Andrew Spong
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Andrew Spong's curator insight, March 26, 6:51 AM

I like this message: "starting a digital health company comes with an obligation to positively impact the healthcare industry"

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Infographic: The State of the Connected Patient in 2015

Infographic: The State of the Connected Patient in 2015 | Pharma Communication & Social Media | Scoop.it

The State of the Connected Patient report examines how patients are currently connecting with their providers, as well as future technology requests.


Via Thierry Le Magny
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IMS: J&J leading the pack in pharma social media | mobihealthnews

IMS: J&J leading the pack in pharma social media | mobihealthnews | Pharma Communication & Social Media | Scoop.it

A new report from IMS Health on the use of social media by pharmaceutical companies finds that among the top 50 pharmaceutical companies, half don’t engage with consumers and patients through social media. But of those that do, IMS found that Johnson & Johnson emerged as a clear leader. It scored a 70 on IMS’s Social Media Engagement Index. The next highest score, from GlaxoSmithkline, was just 25.

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Healthcare is Changing Right Under Our Feet: Key Takeaways from ePharma

Healthcare is Changing Right Under Our Feet: Key Takeaways from ePharma | Pharma Communication & Social Media | Scoop.it

It was also clear from the conference that, today, digital is at the core of HCP, consumer and payer programs, and represents the greatest opportunity to meet the needs of our new reality. The use of technology to facilitate collaboration among stakeholders is a provision of the ACA and its Meaningful Use II and is embodied in a model called “connected health.” This model is about using practical technology to connect HCPs, patients and payers in a collaborative dialog during treatment and ultimately improving overall healthcare quality, safety and efficiency. Electronic health records represent a new opportunity for marketers that wasn’t a reality just a few years ago. One speaker said (and I’m paraphrasing), “Let’s not talk about ‘beyond the pill’ anymore. Let’s speak more about the use of ubiquitous mobile to connect people and capture actionable data that we can use to help improve care and, ultimately, outcomes.” 

For me, the standout presentations included two case studies that demonstrated that integration and collaboration is possible through technology and, when done well, can make a difference in patients’ lives: 

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