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“Making geography history,” “making distance meaningless,” “a hospital in your pocket,” “cost effective, need based healthcare for everyone, anytime, anywhere,” are all hyperbole—fertile imagination working overtime and hype. But is it possible that in my lifetime I may actually see this happen? Improbable, yes. Impossible, no. According to the Internet and Mobile Association of India, by June 2014 243 million people in India will have internet access, with 75 million of those living in rural India. India will be second only to China in terms internet use. 130 million people in India now access the internet via smart phones. 50% of urban internet users access the internet daily. So is healthcare via a phone possible in an “emerging economy?” Can this be the equivalent of buying a pizza or booking a ticket online? Encounters between doctors and patients have always been face to face. I had serious concerns about whether India was ready to receive healthcare via a phone. From October 2012 to April 2013, 1866 individuals from five states were interviewed, 31% from rural areas. 22% from rural areas had smart phones (46% in urban). Surprisingly 48% in rural India and 72% in urban areas had heard of mobile health (mHealth).
Pharma digital marketing disruption is a big deal than most people think. So what is it, exactly, and how will it affect the pharma industry?
In the digital market, pharma companies can no longer afford to be distant and untouchable, all-knowing and all powerful. Pharma have to come down from the hills and walk among men—figuratively, at least. The digital revolution offers many ways to do this, such as:
This also means doing business is a different way with e detailing
Social media is still a very prickly subject in the pharmaceutical industry, with many companies and teams not sure how to handle it. There are still people within our industry who do not believe social media is a viable channel for the industry, or that it is not relevant or important. There are also many who are scared of using this channel, believing it to be full of Adverse Event (AE) reports and a crisis just waiting to happen if they join the foray into social media.To all these people I say: you are wrong. Social media provides relevance and value, today, to a wide range of stakeholders, and the deluge of AE reports never materialised. Whilst the industry is hesitant, stakeholders have been starting to embrace social media as a core channel. The conversation is happening, whether the industry is present or not. Not being present, however, is a missed opportunity, not only to be part of the conversation, but also to be able to mitigate potential crisis that arise during these conversations.Even with these fears allayed, why should every pharmaceutical marketer understand and use social media? The answer is simple. Social media provides a wealth of insights and understanding of key stakeholders; it has become an integral, if not key, information and communication channel for many stakeholders; and it is becoming central to Search Engine Optimisation (SEO).
Any good marketer, whether from the pharmaceutical industry or any other industry, should be basing their marketing plans and strategies on customer insights. Marketing mix, budgeting, messaging, and all the other elements to selling your products should all be guided by a thorough understanding of what works and what does not work with your customers. Social media provides a great new way to gain some of the insights used in the past as well as new, and in some cases better, insights. Social media can enable a marketer to truly understand the behavioural aspects and the drivers behind customer decision making and in turn develop marketing strategies that should be far more impactful. Accessing these insights through social media is also cheaper and quicker than through traditional channels.
The hard part is to find the keystone to shift marketers mind if they are not "digital" native and the ROI is the keystone. For several years they use ROI for everything but with social media it's very hard to "prove" the value at least for them. So we should think at ROE Return Of (good)Experience that especially in pharma arena is one of the best way to demonstrate the value of social and digital activities in general.
A presentation delivered at #DigiSights13, Mumbai, 15 November 2013. The future of digital pharma marketing lies at the intersection of patient and provider need. Successful digital pharma marketing will focus on affording the industry the opportunity to build trust in its work indirectly by means of its manifesting its presence on a daily basis in environments where its customers spen their time, maintaining an open, approachable disposition, and being the authoritative voice on its own products. It will, in other words, demonstrate its expertise visibly, and bear the hallmarks of its social evolution. Most importantly, however, it will have redefined what marketing is, and what it does.
A life log — or a daily diary — is nothing new but technology has taken the idea and sucked all approximation out of it. It has made it exact: life as a pie chart or a bar graph. How many steps did you walk today? How much time did you spend in transit this month? Did you play enough sport this week? What was your heart rate at 9 am today? What was your temperature? All these questions are being answered by numerous devices strapped on various body parts — from bio-sensing t-shirts and posturecorrecting straps to heart rate monitors and pulse-measuring watches. Taking lifelogging to a new extreme are tiny cameras that automatically take a photo of your existence every few seconds of the day. "So, do you remember what you were doing this day last year?" asks Vishal Gondal, entrepreneur and angel investor who swears by his devices. "I do because I check in everywhere I go. I can just go to Facebook to see what I was doing. I have over 2,000 food photographs. I can tell you exactly where I was, who I was with, what I ate, how long it took me to get there and every detail of the rest of my day."
Staggering figures reiterating the huge need for Pharma marketers to do their homework first. These things don't (that) come cheap to Pharma, taken all the hoops we have to jump through. My article from 2012 still stands:
With the rise in mobile health applications, comes the rise in questions about these apps.
How do we know the content is 'genuine'?
Which of these apps are truly useful?
How often are they used and how effective are they at managing diseases and chronic conditions?
Two thirds (60 per cent) of pharma marketers said they would be concerned if in the next 12 months they were asked to carry out a digital campaign for a brand they work for despite 62 per cent of 18-24 year olds now choosing the internet over visiting their GP when unwell, according to research from 3 Monkeys Health + Wellness.
Results drawn from a survey of 2,500 pharmaceutical marketing professionals revealed that four out of five (83 per cent) pharma marketers believe communication across the sector is harder now than five years ago, with rules and regulation being pharma marketers top concern (77 per cent) about using digital and social media.
A parallel survey of consumers found that the internet and digital materials were now the most popular source for health information amongst younger audiences. As well as 62 per cent of 18-24 year olds checking the internet when feeling unwell rather than visiting a GP, 73 per cent of consumers of all ages admitted to checking their GP’s diagnosis online after visiting.
Health 2.0 is participatory healthcare. Health 2.0 is evolving quickly as the technology landscape changes along with the desire by healthcare professionals and by patients to embrace new technology and new services.The Health2.0 Mumbai chapter organized its meet-up in August 2013. The highlight of this meet was representation of different segments of healthcare and active participation of young generation to take forward Health 2.0 revolution.This video highlights the integrating ideas & issues discussed at the Health 2.0 Mumbai chapter held In August 2013. Follow @health2mumbai on twitter or like us at http://www.facebook.com/Health2.0Mumbai
Presentation providing an overview of digital health and outlining a research agenda for a critical approach.
Transition is everyday thinking when dealing about Digital + Health... seems we are at least at Health2.5, right now !
No technology has ever been adopted as fast as the smartphone - ever. Consumers have embraced these devices faster than the automobile, electricity, personal computers, and even the internet. In fact, mobile apps are already saving lives. Ideomed's Abriiz has helped reduce children's emergency room visits by more than 80 percent. The AirStrip app allows physicians to monitor vitals from a number of patients on an iPad from any location. And using the AliveCor ECG app, a doctor on a cross-country flight was able to diagnose a passenger's chest pains as a heart attack and help save his life.
In fact, mobile apps are already saving lives.
Ideomed's Abriiz has helped reduce children's emergency room visits by more than 80 percent. The AirStrip app allows physicians to monitor vitals from a number of patients on an iPad from any location. And using the AliveCor ECG app, a doctor on a cross-country flight was able to diagnose a passenger's chest pains as a heart attack and help save his life.
However, in all health and medical-related endeavors, the first rule must be to do no harm. This dichotomy has attracted the attention of policymakers in Washington, and more particularly the interest of the Food and Drug Administration (FDA). The FDA ensures the safety of consumer medical devices and must determine which apps and devices require rigorous testing and regulation and those that do not. For this reason, the health community has been eagerly awaiting FDA guidance on how medical apps would be regulated, and where would the FDA give innovators room to grow.
mHealth is a powerful tool for ageing populations in developing countries and should be a priority for researchers, health workers, governments and the private sector, according to Pfizer.
The number of people in the world over the age of 60 is expected to top 2 billion by 2050, with the largest growth coming from low- and middle-income countries.
Such nations, which are also seeing the largest growth in mobile phone ownership, are often unprepared for the health challenges of their expanding elderly populations.
Pfizer's chief medical officer Freda Lewis-Hall said the convergence of an expanding elderly population and increasing use of mobile technology was a moment not to be missed.
“The universal use of mobile devices is one of the greatest social changes of our lifetimes. Within the next year, the number of mobile phones in use will reach 7.3 billion - more than the number of people on our planet - with the fastest growth coming in low-to-middle-income regions,” she said.
Healthcare is a breeding ground for disruption. Countless processes from patient relations to management of health records can be augmented. Surgeons wearing Google Glass, patients with NFC embedded identification bands, and nurses equipped with iPads are already a reality.
Yet one area of innovation may stem from an unlikely source. Social media for healthcare can contribute to increased communication, provider efficiency, treatment efficacy and organizational transparency.
The future of the Pharmaceutical and Healthcare industry in the country and worldwide lies in going digital and adopting social. The same found consensus in the recently concluded digital marketing conference – DigiSights 2013, India’s first digital marketing conference in Pharma and Healthcare by MediaMedic, a communications firm in the healthcare communications.
The company that operates from Mumbai was founded in 2005 by Priti Mohile and Dinesh Chindarkar. Both the co-founders who have a rich experience of multiple years in the healthcare and communications industry realized the need for innovative communications in the pharma and healthcare sector too, eventually leading to the formation of MediaMedic. The objective was to offer integrated communication services including branding, medical communications, health PR and newer digital mediums, which would bring in freshness and innovation within healthcare communication.
Listening to both the experienced co-founders at the DigiSights 2013 event (first half and second half) it was imperative for me to get in touch with them to understand more about how digital is enriching the pharma industry and the support from MediaMedic on the same.
How does an industry like pharma, which suffers from an image problem (only 56% as of this year of consumers trust drug companies, according to Edelman), take advantage of a vital marketing tool such as social media and its extraordinary capabilities for connecting with customers and creating a brand presence?
Forget the drug: it’s about education, stupid.
Most businesses have mixed emotions about online consumer reviews, but the doctor community has opposed consumer reviews of their services to an unusual degree. Why? Some possible explanations:
Doctors are sensitive about their reputation. Small business owners (including doctors) have strong linkages between their personal identity and the business’ identity, but doctors often take negative patient reviews even more personally than most business owners. Sometimes, this reflects the doctor’s passion for delivering high-quality services, so doctors are frustrated if they don’t achieve that goal. Other times, doctors may feel like the patients weren’t grateful, especially when the doctor did the best he/she could in complex circumstances.
Patient reviews matter. Historically, patient opinions about the quality of their healthcare didn’t matter too much. Many doctors got patients through hospital/insurance affiliations and referrals from other doctors. Patient word-of-mouth also played a role, but doctors who failed to keep patients happy didn’t always suffer the professional consequences. Now, because patients can speak publicly about their experiences and influence other prospective patients, they have new-found leverage over doctors.
At 12 million, Mumbai has more internet users than any other city in the country, according to data released by the Internet And Mobile Association of India (IAMAI). This has much to do with the population of a city that's bursting at the seams, and the study included Mumbai's urban agglomerate (Thane and Navi Mumbai). Increasing awareness about the internet here is also responsible for the large number of users in India's financial capital. The country's capital ranks No 2, with 8.1 million users, followed by Hyderabad (4.7 million). While internet reach in Kolkata remains lower than most metros, the city has shown a 47% increase in internet users since 2012, the highest year-on-year increase among metros, followed by Mumbai (45%). Ahmedabad (26%) recorded the lowest growth rate since 2012.
"Easy access to internet on mobile phones has resulted in greater internet penetration across India, with smartphones available at a range of prices. Most phones now have internet. Many features on these phones will not be available without internet," says Chakravarti.
Few publications that consider the pharmaceutical industry’s participation in digital environments neglect to mention ‘marketing’ in some capacity.
We genuflect to ‘marketing’ so freely, deploy it in our discourse with such profligate frequency, and elevate the study of its operations to such a degree that a casual observer could be led to imagine that the concept of ‘marketing’ was in some way intrinsic to every facet of a pharmaceutical company’s success.
‘No marketing, no pharmaceutical company,’ one might conclude, as if no prescription would ever be written, nor any course of treatment embarked upon without it.
However, the premise upon which this post is based is that the exact opposite is in fact true, and that the continued pursuit of ‘marketing’ by the pharmaceutical industry as it is currently practiced has the potential to irreparably damage the industry’s reputation, further undermine health consumer trust in its operations, impact upon its profitability, and undermine the viability of its future operations.
I am publishing, literally scooping, this even if I donot agree....
patients have changed, physicians are changing, pharma mktg will do either..... Strange timeline, isn't it?
add your insight...
Sweden has found a faster way to treat people experiencing cardiac emergencies through a text message and a few thousand volunteers.
True value without the bling-bling!
At any given time, upwards of 100,000 people across the US are awaiting an organ transplant — and now some of them have figured out how to jump to the front of the line. By launching online petitions or soliciting donors on Facebook, some patients are able to find an organ they desperately need faster than conventional means usually allow.
A fascinating counterpoint to the story published yesterday under 'Doctor' regarding the a liver transplant patient waiting for his procedure who tweeted a photo of himself raising a glass in a bar. Thanks to @AfternoonNapper for the link.
Crazy monsters, bizarre furniture and weird pets are at the heart of a new mobile game from Sanofi UK for children with diabetes.
Available on the iPhone, iPad and Android devices, Monster Manor is a collecting game with a built-in tracker that provides positive feedback the more regularly players test and log their blood glucose levels.
The company wants to encourage children with type I diabetes to better manage their condition through regular blood glucose testing in a move that builds on its mobile diabetes experiences with the iPhone-compatible iBGStar meter.
The free game was developed as part of a partnership between Sanofi UK, Diabetes UK and behavioural change gaming firm Ayogo Health.
Ten to fifteen years ago, most Internet users experienced a one-way relationship with the sites they visited; the information required would be extracted with little interaction or exchange between user and provider. The introduction of social media, however, revolutionised the way we communicate by facilitating quick and easy distribution of text, images and videos between friends.
In a field such as healthcare, at once highly complex, constantly evolving and relevant to our day-to-day lives, an effective means of communication is vital. It’s no wonder then that our first point of call for information on medical issues has extended beyond friends and practitioners in our immediate vicinity to large online communities. The more images and information uploaded to the web, the easier self diagnosis becomes through the comparison and identification of symptoms.
According to a KPMG report, out of a survey of 3,001 US adults, 80% used the Internet to access information relating to health. The use of social media for health issues, however, is far from restricted to peer-to-peer experience sharing, as an increasing number of patients receive individual services from trained physicians through social-networks or other service providers such as Skype. But could social media relations ever provide the same standard of care and attention as face-to-face visits?