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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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Top grossing health app removed from App Store - iMedicalApps

Top grossing health app removed from App Store - iMedicalApps | Pharma Communication & Social Media | Scoop.it

One of the highest grossing health apps, Instant Blood Pressure Monitor, has finally been taken out of the App Store. If you keep up with iMedicalApps, you’re well aware of theissues we had with the app. The Instant Blood Pressure app promised to measure your blood pressure using your iPhone’s microphone pressed up against your heart, and your finger on the camera.

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The first 3D-printed pill opens up a world of downloadable medicine

The first 3D-printed pill opens up a world of downloadable medicine | Pharma Communication & Social Media | Scoop.it
Now that the US has approved a 3D-printed drug, pharmaceuticals companies in the UK are hoping their patents will be next – from the pyramid-shaped pill-makers to the man who has done for drugs what Apple did for music
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Google Glass Eyes Enterprise, Healthcare Firms - InformationWeek

Google Glass Eyes Enterprise, Healthcare Firms  - InformationWeek | Pharma Communication & Social Media | Scoop.it
While the first edition of Google Glass didn't take off, the company is retooling the device for specialty industries such as healthcare and energy.
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4.9M members use Kaiser’s online health management platform

4.9M members use Kaiser’s online health management platform | Pharma Communication & Social Media | Scoop.it

Around 4.9 million members in health system Kaiser Permanente’s 9.6 million member network are using Kaiser’s online health management platform, called My Health Manager, according to Kaiser’s 2014 annual report, which came out today.In 2014, through Kaiser’s online and mobile health services, 37.4 million lab test results were viewed online, 20 million secure emails were sent, 4.1 million online appointment requests were made, and 17.5 million online prescriptions were refilled.Kaiser also released app download data from one of the company’s apps, also called Kaiser Permanente, which reached 1.3 million all-time downloads in 2014, up from 455,512 downloads in the company’s 2013 report. Through the app, members can email physicians, schedule or cancel appointments, get refills for a prescription, and access lab results. The app also helps users find nearby KP medical facili


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CyberDoctor Gamifies Medication Regimen With Novel Mobile App

CyberDoctor Gamifies Medication Regimen With Novel Mobile App | Pharma Communication & Social Media | Scoop.it

As patients take more pills, tracking that medication and staying on the pill schedule gets harder and harder. There’s no shortage of mobile apps that aim to help patients stick to the drug regimen. But many of these apps feel punitive. After all, an alarm or warning that you haven’t yet taken your meds can feel more like medication compliance by punishment. It doesn’t have to be that way. A gamification startup has developed a mobile app that encourages medication compliance by turning the mundane drug regimen into an engaging game.

Startup CyberDoctor‘s mobile app Patient Partner presents scenarios for a character that’s chosen by the user. As the story unfolds, a user must make choices for his or her character. If the concept sounds similar to the “Choose Your Own Adventure” series of children’s books, that’s by design, CyberDoctor explains. By presenting scenarios in which a patient must make choices, the startup hopes to help patients understand the impact that their own choices have on their own health.


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Study: Mobile pharma app increases med adherence

Study: Mobile pharma app increases med adherence | Pharma Communication & Social Media | Scoop.it

Mobile apps geared toward helping HIV patients adhere to medication intake requirements can significantly boost medication adherence, according to a new report conducted by Avella Specialty Pharmacy.

The Avella study states that 79 percent of 224 HIV patients who used its mobile pharmacy app attained at least 90 percent medication adherence, which represents a 2.9 times higher success rate in managing the disease than those who did not use the tool. Just 65 percent of 1,896 patients who were not provided the app achieved at least 90 percent medication adherence, according to an announcement on the study.

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Pharma needs to get into digital health data game to stay competitive, study says

Pharma needs to get into digital health data game to stay competitive, study says | Pharma Communication & Social Media | Scoop.it
That Apple watch you are wearing may allow you to text and listen to music, and it can track your activity. But it may also be conducting a postmarket study that will help cut the price of some of your prescription drugs in the future.
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ENGAGE: Keep health apps simple, outcomes-focused

ENGAGE: Keep health apps simple, outcomes-focused | Pharma Communication & Social Media | Scoop.it

Healthcare app developers take note: “Patients are people. They’re only patients part of the time,” advised Neal Sofian, vice president of engagement and innovation at Vivacity, a wellness subsidiary of Premera Blue Cross in Washington state.More than a few developers focus too much on customer retention rather than app efficacy, according to Sofian. If the health app is to address a one-time concern rather than a chronic disease, retention is far less important than building something that people use when they really need it, he said.“I don’t think people give a damn about their health unless they’re sick, then they care a lot,” Sofian said Tuesday at the MedCity ENGAGE conference in Bethesda, Md. “Illness is not the same as health, but that’s what we’ve been building on,” Sofian added, to some applause.


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Jerome Leleu's curator insight, July 16, 1:57 AM

ajouter votre perspicacité ...

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The ‘Instagram for Doctors’ is bringing a whole new meaning to digital health

The ‘Instagram for Doctors’ is bringing a whole new meaning to digital health | Pharma Communication & Social Media | Scoop.it
Digital health is booming on social media, whether it be talking to doctors online or finding out how Twitter can help explain sleep disorders, but what about Instagram?

People who have rare diseases or try to raise awareness share their thoughts through the photo sharing mobile app, but it looks like doctors are stepping up their game in the photo-sharing industry with an app called Figure 1, recognized as the “Instagram for doctors.”

Physicians worldwide can upload anonymous photos to Figure 1 that show important and confounding medical cases in an effort to reach the rest of the medical community for advice and information.

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Who is the marketer of the future? - PMLiVE

Who is the marketer of the future? - PMLiVE | Pharma Communication & Social Media | Scoop.it

Our industry operates in a constantly evolving landscape yet many companies persist with skills/competency surveys of their people and processes which define their capability level in terms of the last 12 months to today. This provides a healthy baseline, but does little to prepare for the future. 

Looking retrospectively over the past 12 months performance means the data is already out of date. Companies should be establishing a future marketing framework of role profiles, skills and competencies to address future talent gaps, not past performance. This can then drive internal professional development, training needs and recruitment strategies, helping to identify where companies need to invest in order to prepare ahead and ensure marketing teams are fit for purpose in the future.

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Pharma: Don’t Miss the Medical App Opportunity - Treato Blog

Pharma: Don’t Miss the Medical App Opportunity - Treato Blog | Pharma Communication & Social Media | Scoop.it
Branded web sites, social media activity and DTC ads are just some of the many ways pharma marketers can get their message out directly to patients, and in some cases – such as social media – even engage directly. But what if a pharma marketer could be in a patient’s pocket at all times, and Read more
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Healthcare: There's An App For That #hcsmeu #hcsm

Healthcare: There's An App For That #hcsmeu #hcsm | Pharma Communication & Social Media | Scoop.it

Here is a list of some download-worthy mobile healthcare apps that can give you more control over your healthcare.


Via Emmanuel Capitaine , Lionel Reichardt / le Pharmageek
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Lybrate ties up with Indian Medical Association as digital partner to educate doctors

Lybrate ties up with Indian Medical Association as digital partner to educate doctors | Pharma Communication & Social Media | Scoop.it

Lybrate, India’s first and largest mobile healthcare communication and delivery platform, has recently announced its digital partnership with the Indian Medical Association (IMA) to educate over 2.5 lakh doctors under its fold on how best to incorporate technology in their practice for communicating with patients and multiply their presence for reaching out to more people.

Under the partnership spanning over a year, Lybrate will provide technical excellence to IMA in innumerable ways. The foremost will be to coach its members, spread across 30 states and 1700 branches, and the entire medical fraternity about using technology for better communication with the patients and increase their presence across geographies, diminishing the boundary barriers.

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Smart Mirror, Mirror On The Wall, Who Is Healthiest Of Them All?

Smart Mirror, Mirror On The Wall, Who Is Healthiest Of Them All? | Pharma Communication & Social Media | Scoop.it
From Linköping University press release: Moving medical semeiotics to the digital realm According to medical semeiotics, human face is a precious revealer of key information about the healthy or unhealthy status of individuals. The central idea in... #cardiovascular #diagnostics #disease
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How Pharma Can Offer More than Pills

How Pharma Can Offer More than Pills | Pharma Communication & Social Media | Scoop.it

For years, there has been a push within the pharmaceutical industry to move “beyond the pill” —  in other words, to build and deploy complementary services and solutions to diversify revenue sources. The rationale is simple and elegant: A company with experience selling pharmaceutical products should be able to successfully and profitably sell its large customers (health plans, delivery systems, and governments) other health care offerings.

The impetus to move beyond the pill typically arises from one or two realizations: 1) medicines alone are often not enough for patients to achieve optimal clinical outcomes, and 2) as pharmaceutical pipelines dry up, beyond-the-pill businesses can be valuable new sources of revenues.

However, many beyond-the-pill efforts have sputtered or died. During my years working as a pharmaceutical industry executive and advisor to senior management, I have observed that these initiatives typically fail because of one of three challenges:

Leadership.[..]

Regulatory environment. [..]

Access to capital [..]

Recruit industry outsiders [..]

Form partnerhsips [...]

Revise regulations [...]

Avoid stand alone solutions [...]

Integrate clinical trials [...]
The world will continue to need companies that develop and commercialize new medicines. Those same companies must not lose sight of this fact and recruit the right leadership to use around-the-pill services, solutions, and tools to enhance the clinical effectiveness and commercial success of their core products...



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Dinesh Chindarkar's insight:

Inspiring article Sachin. Good to see how your experience in the field made you pick and select the best tips to go beyond the pill.
We just finished a study about the activities taken by Pharma companies to go this way. Some of your tips are being underscored by the findings, others demonstrate how it is not an easy task from the perspectivce of the traditional blockbuster business model. One of the major conclusions is indeed that knowledge about what added value might be in healthcare and what the difference is between products, services and solutions are key. Besides, and even more so: development and testing services and solutions is one thing: delivering is quite a different game. Not only does the very intention impact the demands to customer relationships: how they are developed into a conditional quality of such relations, but the question of how to get revenue for the added value is quite a challenge. These things have to be thought through before scaling solutions/services to be sure about reimbursement.
See here for the study report: http://social.eyeforpharma.com/content/value-added-services-2015
Rob Halkes @rohal

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rob halkes's curator insight, August 5, 9:27 AM

Inspiring article Sachin. Good to see how your experience in the field made you pick and select the best tips to go beyond the pill.
We just finished a study about the activities taken by Pharma companies to go this way. Some of your tips are being underscored by the findings, others demonstrate how it is not an easy task from the perspectivce of the traditional blockbuster business model. One of the major conclusions is indeed that knowledge about what added value might be in healthcare and what the difference is between products, services and solutions are key. Besides, and even more so: development and testing services and solutions is one thing: delivering is quite a different game. Not only does the very intention impact the demands to customer relationships: how they are developed into a conditional quality of such relations, but the question of how to get revenue for the added value is quite a challenge. These things have to be thought through before scaling solutions/services to be sure about reimbursement.
See here for the study report: http://social.eyeforpharma.com/content/value-added-services-2015
Rob Halkes @rohal

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A Health-Tracking App That Suggests Changes Based on Your Routine | MIT Tech |

A Health-Tracking App That Suggests Changes Based on Your Routine | MIT Tech | | Pharma Communication & Social Media | Scoop.it

A group of researchers has created an app that may make it easier to actually make health and fitness changes and stick with them. It logs where and when its users are active and stationary, as well as what they’re eating. Called MyBehavior, the app also offers users a list of activity- and food-oriented suggestions each day, along with details about the calories they’d save or burn with them.Plenty of smartphone apps already track physical activity and calories—many of them, like ones from Fitbit and Jawbone, by working with a wristband or smartwatch—but it can be a struggle to make radical changes to your routine. Tanzeem Choudhury, an associate professor of information science at Cornell and one of the researchers behind MyBehavior, says the app tries to come up with achievable goals that blend in with a person’s habits rather than bombarding him with information. It can also adapt as the person’s routine changes over time, she says.


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Oncology hashtag project leads to a sarcoma hashtag with rallying cry for more treatment options

Oncology hashtag project leads to a sarcoma hashtag with rallying cry for more treatment options | Pharma Communication & Social Media | Scoop.it

What do you get when you combine social media, an oncology hashtag project to provide better educational resources for patients and connect patients with physicians in this specialty and a patient population that sees few treatment options geared to them? The development of a new cancer community around sarcoma patients, #scmsmMatthew Katz (aka @subatomicdoc) is a a radiation oncologist who founded Rad Nation, a community of radiation oncologists.One of the ways #scmsm members have used the new handle is to amplify their push for more drug options designed specifically for sarcoma patients with an appreciation of the diverse variations on the rare condition. Although there are 50 different types of sarcoma, only one drug is designed for one of these subtypes but is used for the others and it was developed more than 30 years ago..


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Surveys: 58 percent of UK patients, 72 percent of UK, French, or German docs have used digital health tech

Surveys: 58 percent of UK patients, 72 percent of UK, French, or German docs have used digital health tech | Pharma Communication & Social Media | Scoop.it

A couple of new reports from across the pond illustrate the ways doctors and patients are thinking about digital health in England, as well as in France and Germany. A new report from PushDoctor, a UK telemedicine company, shows that 58 percent of UK citizens surveyed have used some kind of health or wellness technology. And a report from healthcare marketing group Ipsos Health shows that 72 percent of the 131 primary care doctors interviewed in the UK, Germany, and France have already used or recommended at least one form of digital health technology with their patients.According to the PushDoctor report, 22.8 percent of patients use a smartphone, tablet, or computer to monitor exercise levels, 17 percent use such a device to establish BMI, 16.9 percent measure heart rate, 15.2 percent establish daily diet and calorie intake, 12.9 percent monitor sleep quality, and 5.1 percent share symptoms on social media to solicit friends’ opinions.


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Allergan debuts ActuallySheCan campaign

Allergan debuts ActuallySheCan campaign | Pharma Communication & Social Media | Scoop.it

Allergan launched the campaign #ActuallySheCan, an answer to the emotive, inundated declaration adopted by young women across the country: “I can't even.”

Women—millennial women, in particular—are a crucial segment of Allergan's business. The company estimates that 62% of patients on Allergan products are women and that its US sales force touches more than 30,000 gynecologists each year.

“One of the things that's very special about this generation is that they're the most educated, empowered, successful generation of women we've ever seen,” explained Herm Cukier, vice president of women's healthcare for Allergan. “And they're looking for ways and means to overcome the negativity and the obstacles in their life and [this campaign is about] moving from ‘I can't even' to ‘actually you can' and ‘actually she can.'”

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AstraZeneca ponies up for heart-attack patients with new Vida Health app

AstraZeneca ($AZN) is pledging its pocketbook in a new health-coaching push for heart attack patients. The partnership with Vida Health, via an app dubbed "Day by Day," puts cardiac rehab patients in touch with coaches to encourage them to adopt a healthy diet, take their meds, manage stress and stick to their exercise prescriptions.

It's a $45-per-month service, or $249 per year. That could be a hefty sum for AstraZeneca to pay, depending on how many patients sign on. And the app won't even bear the drugmaker's brand name. In fact, it's designed to be product-agnostic, so it works with other companies' drugs as well as AstraZeneca's own.

For AstraZeneca, it's a way to track how patients use their meds as they're recovering from a heart attack. Studies and surveys have shown that even after such a serious CV event, patients can be bad at taking their prescribed meds. Sticking to diet and exercise programs--particularly beyond the doctor-ordered rehab--is even less consistent.

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Keys to Conducting a Successful & Compliant Digital Marketing Pharma Campaign

Keys to Conducting a Successful & Compliant Digital Marketing Pharma Campaign | Pharma Communication & Social Media | Scoop.it

If pharmaceutical and medical device companies are on the fence about how to incorporate social media into their digital marketing campaigns, they better get moving. The reason is simple: That’s where patients and consumers are.

The first place that most people turn to for health information is the Internet. Increasingly, the main way that people access the Internet is via a smart, mobile device. In a post at Compliance Monitor, Cadient’s Gene Y. Miller notes that research from the Pew Research Center shows that 52 percent of smartphone owners have used their phones to look up health or medical information; 19 percent have downloaded an app. “Pharmaceutical marketers,” Miller writes, “need to engage with their audience on their terms.”

 


Via Plus91, Rémy TESTON, Alain Hirsch, Lionel Reichardt / le Pharmageek
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Using buyer personas to transform online marketing

Using buyer personas to transform online marketing | Pharma Communication & Social Media | Scoop.it

For companies in the pharma sector struggling to become more 'patient-centric' and 'customer-centric' on social media, the creation of buyer personas can be transformative in helping to outline target customers and their needs, as well as enabling the marketing team to connect with clearly-defined characters.

If there's one challenge that drug companies, and the consultants, service providers and recruiters selling to them, face when marketing online, it is understanding their respective audiences. For drug companies, this is often framed as how to become more 'patient-centric' on social media. As patients have become more engaged with brands online, as care has become more personalised and the market has become more competitive, pharma companies have had to work out better ways to put patients at the centre of their marketing efforts.

While strides have clearly been made, it is an ongoing challenge.

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Five Things Pharma Can Learn From CPGs | DTC Perspectives

Five Things Pharma Can Learn From CPGs | DTC Perspectives | Pharma Communication & Social Media | Scoop.it

Pharma insiders sometimes dismiss the marketing campaigns of consumer-packaged goods (CPG) as being too far removed from our work to be relevant. “They have such big budgets! They don’t have our restrictions! What can we learn from them?”A lot, we think.

Group Account Director David Barwig, who is new to Intouch Solutions’ New York office, has a background in the CPG industry. From SC Johnson to “Got Milk,” his multichannel experience has developed the digital side of many household brand names, and his expertise is now coming into play for several of our pharmaceutical clients. 

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Digital Technology Helps Lower Risk of Heart Attacks

Digital Technology Helps Lower Risk of Heart Attacks | Pharma Communication & Social Media | Scoop.it
Health-related smartphone apps, text-message reminders and other digital technologies significantly reduced recurrence of heart attack, stroke and other cardiovascular illness, an analysis found.
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She Googled Her Symptoms, Doctors Ignored Her, Now She’s Dead

She Googled Her Symptoms, Doctors Ignored Her, Now She’s Dead | Pharma Communication & Social Media | Scoop.it

After researching her symptoms online, Bronte Doyne, 19, was convinced that her cancer had come back. Doctors told her to “stop Googling your symptoms.”

When she was eventually admitted to the hospital, after 16 months of begging to be taken seriously, she died in just 10 days.

Her disease had become too aggressive for treatment. Nottingham University Hospitals medical director Dr. Stephen Fowlie said, “Sadly, there were no further surgical, chemotherapy or radiotherapy treatment options for Bronte’s very aggressive cancer.”

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