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A great post from Mat Philips (@neovoca) detailing how to get started in social listening, and his favourite 15 pharma-related hashtags: 1. #Pharma General, worldwide industry. Often news on companies, academic studies, drug releases, corporate communications and regulatory articles 2. #DigitalHealth Covers innovative spectrum of technologies that achieve specific health outcomes, articles include medical devices, sensors & health data 3. #mHealth ‘Mobile health’, the practice of medicine and health initiatives supported by mobile devices inc. smartphones, tablets & computers 4. #PatientEngagement Patients invested in their own care. The valuable relationship patients have with health stakeholders, most commonly healthcare providers 5. #hcsm ‘Healthcare social media’ throughout the world, interactions that create & share valuable medical information that support patient care 6. #hcsmeu ‘Healthcare social media Europe’, the same as #hcsm but focused within Europe, this often reflected in the difference in regulation 7. #hcmktg ‘Healthcare marketing’, best practice including digital, multichannel and email marketing as well as ethical and regulatory considerations 8. #HIT/HealthIT
*these are closely linked but separate hashtags ‘Healthcare information technology’, provides umbrella coverage of management of health information across computer systems 9. #HealthApps ‘Health applications’, computer software that performs a useful task relative to healthcare. Usually regarding smartphones & tablets 10. #ePatient ‘Electronic/internet patient’, health consumers who utilise the internet and electronic communication tools to gather medical information 11. #EHR/EMR*
*these are closely linked but separate hashtags ‘Electronic health/medical records’, systematic collection, storage and utilisation of electronic health/medical data 12. #QuantifiedSelf Data acquisition of an individual’s daily life input, often covers individual’s health data via wearable technology 13. #BigData Large & complex data sets from which trends and meaningful insights can be found. Covering capture, storage, visualisation and analytics 14. #Gamification The integration of game mechanics in a non-game context in order to engage user, solve problems and derive specific outputs 15. #MedEd Comprehensive coverage of medical education including curriculum content, engagement, delivery and healthcare professional bodies
Via Andrew Spong
As a continuation to the series of articles titled ‘The Digital Dose for Indian Pharma’, Dinesh Chindarkar focuses on specific social media platforms gives an outlook on the most popular social networking and micro-blogging platform – Twitter. A pharma company has to strategise the use of Twitter, define the objectives and then get on with the implementation. It can create a hype by broadcasting the company’s latest news, latest research done on its molecule, create awareness on a particular disease or condition, interact with doctors and patients alike, enable easy internal collaboration and group communication etc. Rather than keeping a one-way broadcasting outlook, a company can get into meaningful conversations. Doctors too are changing and, especially the younger ones, are adapting to Twitter fast and can definitely be connected. They seek and share information on twitter and can strike a conversation with any pharma company that they wish to. Pharma can look into creating groups within healthcare providers (HCPs) and engage with them by giving them personalised information that they wish to get. Twitter can be an incredibly powerful tool, provided it is used strategically with clearly laid down objectives.
The iPad and its apps open a multitude of doorways to information and entertainment for millions of users. They've also moved into highly specialised areas in business, engineering, education and, perhaps most importantly, healthcare. They are giving voices to people who don't have the power of speech; tangible recognition to the blind; and improving the lives of thousands of disabled people. They are revolutionising the way doctors and hospitals work, too. The devices are being clad in sterile, waterproof cases and taken into operating theatres to help surgeons in complex operations, and they're improving communication with patients about their ailments and treatments. They're being used between doctors, nurses and hospital medical and administrative systems. Dr Henry Feldman, an assistant professor of medicine at Harvard Medical School in Boston, was recently in Australia demonstrating iPad systems for physicians, surgeons and hospitals. He believes he was the first doctor in the US, and probably the world, to harness an iPad. ''I got mine on day one - April 3, 2010,'' he says.
From Marie Ennis-O'Connor:
Although this infographic is aimed at small business enterprises, it will work perfectly for your healthcare social media marketing needs.
Via rob halkes
In the age of austerity you can pretty much boil healthcare policy down to the maxim ‘doing more with less’.
Via Dan Baxter
The pharmaceutical industry's global investment in online channels increased by 40 per cent last year, according to new data. A promotional audit by Cegedim Strategic Data (CSD) identified a 65 per cent leap in US spending on e-detailing, emailing and webinar/webcast type promotions compared with 2011 levels. In Europe, spending in Germany, France, Spain, Italy and the UK saw these same digital channels grow by nearly 40 per cent, but CSD, which did not break-out these figures, said European digital marketing investments were “only a fraction of what is spent in the US”. The healthcare analysts say differences between the US and Europe reveal a 'developmental lag' as well as higher stateside rates of acceptance for digital channels from healthcare professionals.
Pharma companies have been reluctant to make a move onto social, unsure of the return on investment (ROI) offered by the channel and worried about the regulatory environment. Social channels offer a variety of ways to reach out to health consumers The Food and Drug Administration (FDA) has yet to follow through on its years-old pledge to issue social media guidelines for pharmaceutical marketers in the US. As a result, some pharma companies are keeping their distance from the social channel. But the size and engagement of the social audience is beginning to tempt pharma marketers off the sidelines, according to a new eMarketer report, “Social Media and Healthcare: Challenges for Pharmaceutical Marketers.” Data suggests that many online health seekers are indeed including social media in their search for health information. Estimates from Kantar Media and Manhattan Research are at the higher end of the spectrum, with both finding that roughly 45% of US adult consumers used social media for health-related purposes in 2012.
Rather than isolating doctors, emerging technologies promise to be fundamentally enabling, allowing doctors to redefine and strengthen their relationships -- with patients and with colleagues. The result: a new sense of connection and meaning. Their concerns seem to fall into four categories, two involving patients, and two involving physicians. 1. Patients Receiving “Bad” Information 2. Patients Transmitting “Bad” Information 3. Physicians Receiving Information Badly 4. Physicians Transmitting Information Badly
When the Food and Drug Administration released social media guidelines in 2011, pharmaceutical companies expressed concerns that they might be penalized for certain digital marketing initiatives, but a new study shows no change in the number of regulatory action letters issued annually since then. "FDA Communication: Oversight in a Digital Era, 2008-2013," by marketing executive Mark Senak, a vice president at Fleishman Hillard, set out to measure the impact of the FDA guidance, which was released in December 2011 to discourage the use of social media to promote regulated products for uses not approved by the agency. The 15-page draft guidance suggested how drugmakers should respond to solicited and unsolicited requests for off-label information. It addressed both private requests, such as one-on-one communications, and requests made through product websites, blogs, discussion boards and chatrooms. At the time, "there was early concern from the regulatory side of companies that these guidelines were going to be a regulatory boogie man," said Senak, who also writes the Eye on FDA blog. To see if the industry's concerns were justified, Senak analyzed the 173 enforcement letters issued by the FDA's Office of Prescription Drug Promotion from 2008 to 2012. The letters included violations carried by 236 different modes of communication, including but not limited to advertisements, exhibit booths, websites and sales aids. Senak found that while pharmaceutical companies have expanded their presence online over the past five years, building Twitter feeds, Facebook pages and blogs, there was not an accompanying rise in regulatory action.
Maybe the gap between consumer packaged good marketers and pharma marketers is finally closing. According to a new Accenture Report ”the sales and marketing models of today need to be reshaped in order to be successful in today’s “new normal. Reducing costs, mastering multichannel marketing and improving digital effectiveness are the top strategic priorities for pharmaceutical sales and marketing executives.” Accenture says, There is a customer engagement revolution in motion in the Life Sciences industry as it faces life in the “new normal” after the peak of the patent cliff1. The industry is in an era where targeting specific populations and improving patient outcomes is critical for specialty products and where reaching more customers in rapidly developing markets is paramount for growth. This revolution is requiring companies to rethink how they can reach patients, payers, providers and governments in both mature and emerging markets—at speed, at the right price and with the right information for each target audience. This is a significant change from the “feet on the street,” single message selling model that worked well for blockbuster drugs in mature healthcare markets. And I think I finally found out why agency people are reporting that pharma is spending more in digital marketing. According to the report The use of third-party service providers is a relatively common practice in the industry that will continue to increase. ... The real challenge is can third parties really provide the best analytics and digital marketing strategy as someone who actually works within the brand team/company? It has been my experience that too many pharma companies treat third parties as vendors and don’t always share every bit of important information. Even more important outside agencies need to understand the dynamics, including the corporate politics, within the organization. Employees who don’t understand digital marketing and want to hold onto more “glamorous” channels like TV may fight the shift in dollars to analytics and digital marketing. Still this is great news for pharma which has a reputation of coming late to the party.
Via rob halkes
Nandu Madhava, founder of Mdhil, spoke about his business, and how Indians are consuming health content on SMS and Video, among other things. In the second part, he speaks more about his business and the state of digital health sector in India. Nandu says "Mobile is going to be a carrier based solution. Right now carriers or VAS based solutions are ones who have managed to monetise mobile in a big way. We have several VAS partners that we work with depending on the carrier."
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'Doctors adopting to social media.' is an awareness video covering local & global insights on how doctors have been using emerging medias & technology to rea...
Dr. Ed Tucker VP and head of Phamacovigilance Operations, Global Medical Safety for Janssen Research & Development LLC, a Johnson and Johnson company is charged with compliance, quality and efficiency in the receipt and submission of Individual Case Safety Reports (ICSRs) to national government regulatory agencies. In this interview, Tucker outlines how social media has become an important new tool and communication mode with the public, particularly in accessibility of data and speed, as well as a tool in getting real time market related information. However, he also discusses how entering the social space can trigger regulatory requirements around the reporting of safety information. Whether it’s one-way communication outward, listening to chats, or engaging in two-way dialogue with others on social media, those who discuss medicinal products or information about diseases need to know what is required of them when hearing of a safety issue. Other new issues about which pharma firms need to be particularly careful in the social media space are assessing reliability of data that comes from social discussions, and ensuring patient confidentialities. One especially tricky area is that the regulations in one country won’t be the same in another, so that a different set of laws and regulations may apply when outreach crosses borders.
In our digital and social media focus month we hear from Jack Sedman of Blue Latitude, who shares his advice on prioritising your multichannel marketing in pharma. It is a truth universally acknowledged that increasingly constrained budgets mean Pharma marketers are having to achieve more with less. You can either do less (fewer activities) overall, or allocate less (dollar) to your activities. Or you can be relevant: both to internal and external needs. There is simply less probability of multichannel marketing (MCM) success if you throw everything at trying to reach a particular group, without first understanding how well you are able to answer their needs and harness their behaviour. Prioritisation is effective multichannel planning, cognisant of existing and desired organisational capability.
xperiential digital technology, including immersive and interactive techniques like augmented reality, heralds significant potential for the pharma industry in offering new ways to interact with physicians and patients, so Dominic Marchant speaks to pharmaphorum to explain how this space is shaping up. In our everyday lives digital is getting increasingly interactive, not just in a sense of how much time we spend online but also how we are engaging with the virtual world. Devices such as the Nintendo Wii started a trend away from using simple controllers and keyboards towards more intelligent control, whilst the recent resurgence of 3-dimensional movies highlights our desire to be more immersed in the media experience. Such ‘experiential’ technologies herald the start of a new age where the way in which we consume media, learn and share digital experiences is set to irrevocably change. But these technologies are now moving beyond games and movies into the business world, with augmented reality techniques playing a key role in modern advertising.
Proteus Digital Health has developed a pill that can text an alert when it enters a patient’s stomach. The technology, widely tested and already available for over-the-counter sale in a pilot program in the UK is just one of several new developments in caregiving technology designed to prevent hospital readmissions and relieve family caregivers of the persistent worry: “Is Dad taking his meds?”
Via Andrew Spong
Companies around the world are still undergoing digital transition. Some believe they are there already whilst others still have their heads buried in the sand. Digital is a loose term and can encompass many things, so for the purpose of this article, I am talking specifically about the use of digital as an organisation’s “window to the world”. I have listed 5 things that may indicate that your organisation has made the digital transition. 1. Digitally educated employees 2. The digital channel is always considered 3. Optimised paid, earned and owned media 4. Online channels are the digital extension of the company 5. Digital companies have fun
Apparently CMOs and CIOs aren’t really getting along, according to a report from the CMO Council. The tension is building as investment in technology increases and the question of who will control both platform and budget remains unanswered. The report, titled ‘Big Data’s Biggest Role, Aligning the CMO & CIO,’ found that fostering a more substantial relationship between CMOs and CIOs would result in substantial gains in the battle to navigate through the bottomless pit of digital data and advertising. The gap, however, may in fact be narrowing between the two C-suite execs. According to 85% of the marketers and 85% of the IT executives said the relationship between the two is critical to the execution of customer-centric programs. It was also found that those marketers who have been successful in developing a positive relationship with their IT colleges were ‘singing the praises of their peers’. “Joint goals, shared initiatives and success criteria tie our teams together, and there is very little ambiguity in what our goals are versus what marketing’s goals are,” Jay Ferro, CIO for the American Cancer Society said in the report.
A recent Time magazine poll found that 84 percent of respondents worldwide could not go a day without their mobile device, and one in four people check their phones every 30 minutes. The burgeoning mobile fields in India create their own paradigms, that healthcare workers can just leverage what has been created to their own needs. Take example of how mobile banking was a precursor to mHealth technologies being used in India. It leapfrogged the traditional cycle of development,” which lead to “a massive industry in India,” with tie-ins to currency transfer for payments from family members abroad and mHealth-driven micro insurance. Still, people in India aren’t buying smartphones for mHealth. Some of the advances of mobile banking paved the way for similar health initiatives, such as having relatives abroad send payments for treatment back home. This is a indicative of the sort of revolution mHealth is experiencing in the developing world. It is “more of a health systems strategy at this point. Less custom app based, more on how to make front line health workers more efficient.
Dinesh Chindarkar, Co-founder, MediaMedic Communications kicks of series of articles titled ‘The Digital Dose for Indian Pharma’. In this episode he discusses the ‘emerging media & digital technology’ and how it is affecting the pharma ecosystem in general. The series will cover topics ranging from technology to mobile health, i-pad detailing to patient behaviour, social media opportunities within pharma and the changing health eco-system and its implications on pharma marketing. Salil Kallianpur, Commercial Head – Classic Brands, GSK; adds industry insights on the subject. Some of the key questions: With doctors getting technologically savvy and patients increasingly searching for health information on the Internet, can the pharma industry leverage newer tools and media as a key differentiator? Can it look beyond traditional methods of communication? Will pharma be able to stick its neck out and start interacting with patient communities? Will the mindset change from being a mere ‘drug manufacturer’ to partnering for ‘healthy outcomes’ ever happen?
Medical product companies that figure out how to embrace and most effectively apply emerging analytic and digital health technologies, and think creatively about new risk-sharing business models, will be best positioned to deliver. Pharma’s Underlying Challenge The fundamental problem the industry is wrestling with is this: car companies know how to make a car, soft drink companies know how to make soda, yet drug companies really have no reliable way of knowing where their next products are going to come from, and in a sense, have to start from scratch each time – at least if they want to make radically new, “first-in-class” products that offer unprecedented, dramatically better benefits to patients. The problem is, these products are incredibly difficult to come by. Disease remains very complicated, and it’s exceptionally hard to devise a new molecule that durably interferes with a pathological process yet leaves the rest of the body alone; the technical risk, as it’s called, is ridiculously high. Not surprisingly, strategies that involve tweaking existing products, or reformulating them in a new way (e.g. liquid Ritalin, as Bruce Booth has discussed), remain popular because they at least reduce the technical risk, and may offer an incrementally – and often meaningfully — better option for patients (see here). However, an increasingly difficult payor environment is likely to make this approach ever more challenging, materially elevating the commercial risk. Proving an incrementally better product enhances value can be expensive (because it takes many patients to demonstrate a small difference in an active comparator trial), and of course, risky as well.
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Nice one Matt (and Andrew) - defo worth a reScoop