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A Comprehensive Overview of How Games Help Healthcare in 2013 - GCo

A Comprehensive Overview of How Games Help Healthcare in 2013 - GCo | Pharma digital | Scoop.it
People often see games as bad for health but many institutions have been hard at work to make them work for us. Here are 6 ways games can help healthcare

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A Comprehensive Overview of How Games Help Healthcare in 2013 #hcsmeu #hcsm
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Pharma digital
Digital marketing and social media, with a pharma twist
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Is Pharma Missing Out On The XBox Kinect?

Is Pharma Missing Out On The XBox Kinect? | Pharma digital | Scoop.it
The ubiquitous nature of the smartphone makes obvious the opportunity for pharmaceutical companies to develop both clinical interventions and support programs for smartphone devices. However, what if you were to learn that a device that has been available now since November 2010, and is synonymous with gaming, could actually lay claim to a greater impact on health than any other consumer electronic device?


The new Xbox One Kinect is a sophisticated piece of engineering with high-resolution digital camera and high fidelity microphones; the sensor can now even read your heartbeat.  However I feel it is the development of application software where some of the amazing possibilities could be uncovered for pharmaceutical companies. Here are five ways pharma could use the Kinect:

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Some nice ideas to better support patients

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Lionel Reichardt / le Pharmageek's curator insight, March 16, 6:37 AM

Pharmageek partenaire de Interaction Healthcare à l'occasion de la conférence :

"Du serious game au Google glass, comment la simulation numérique peut changer la pratique du médecin et la vie du patient ?"

qui aura lieu

le 3 avril prochain à PARIS


INSCRIVEZ VOUS

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[Study] New game app improves adherence among diabetes patients

[Study] New game app improves adherence among diabetes patients | Pharma digital | Scoop.it

A new mobile game app designed by CyberDoctor showed improvements in medication adherence, diet and exercise in diabetes patients, according to a study.

 

The company said that breakthrough clinical trial results for the game, called PatientPartner," documented for the first time the effectiveness of a story-driven game in changing health behavior and biomarkers. The study was conducted among 100 nonadherence patients at Hershey, Pa.-based Pinnacle Health Systems and presented at the Health2.0 Conference Wednesday in Santa Clara, Calif.


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Sven Awege's curator insight, October 8, 2013 4:10 AM

Looks convincing. Strange though that there has not been more engagement here from Pharma - could be that it still costs too much (time and money) for the lifecycle of a typical Pharma maketeer (tick the box and move to next position in less than 2 years)!

ebee's curator insight, November 11, 2013 7:41 AM

Study documenting effectiveness of story-driven game in decreasing blood sugar levels in diabetes patients.

Caresharing's curator insight, January 30, 6:08 AM

Conclusion: Let diabetes patients play. :)

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Tracking Twitter May Enhance Monitoring of Food Safety at Restaurants

Tracking Twitter May Enhance Monitoring of Food Safety at Restaurants | Pharma digital | Scoop.it

A new system could tell you how likely it is for you to become ill if you visit a particular restaurant by 'listening' to the tweets from other restaurant patrons.


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IBM dreams impossible dream with clone of human brain

IBM dreams impossible dream with clone of human brain | Pharma digital | Scoop.it
Dharmendra Modha is trying to build one a human brain, using a new programming language and a vast team of researchers inside tech giant IBM and across various academic and government labs

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Future of Drug Development Focuses on Patient Experience -- And Digital Health Tools Can Help

Future of Drug Development Focuses on Patient Experience -- And Digital Health Tools Can Help | Pharma digital | Scoop.it
The need for improved patient-associated measurements is also a key reason medical product companies should care a lot more about digital health than they seem to.

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The three pillars of the marketing organization of the future | Conversation Management

The three pillars of the marketing organization of the future | Conversation Management | Pharma digital | Scoop.it
The marketing organization of the future will be very different from the current structure and culture. The classic model, in which a marketer entrusts a single advertising agency with all communications, seems outdated.
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Personalizing health online: where can you go for medical information that matches you? #hcsmeu #hcsm

Personalizing health online: where can you go for medical information that matches you? #hcsmeu #hcsm | Pharma digital | Scoop.it
By gathering personal health data, companies like HealthTap and WebMD are looking to customize health information online.

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'Why won’t those stupid marketers “do” digital?'

'Why won’t those stupid marketers “do” digital?' | Pharma digital | Scoop.it

Sven Awege (@svennieco) writes:

 

Over the last few years I’ve worked in and with Pharma marketers from the digital side, trying to preach and teach the virtues of digital channels. It has been a thankless task, with bucket loads of blood, sweat, and tears of frustration. I have used a number of different techniques, from talking about the revolution in big forums to small softly, softly “express yourself” type workshops (no, there were no incense sticks smoking away in the background to the sound of trickling water).

 

Once the adrenalin rush dies down after each event I try to analyze what impact this may have had.

 

To be fair, some glacially slow progress has been made as the median knowledge of the industry inches forward, but it has not been the tidal wave that some had predicted, or hoped for.

 

Should we be surprised?


Probably not.

 

Looking back to my earlier days as an eBusiness evangelist in the late 90′s, where a solid part of our strategic recommendations included “give your employees access to email”, we spent many a night conjuring projections with terms such as “dis-intermediation” and the likes floating about on post-its.


I recently took a fresh look at some of those crazy visionary presentations that we churned out, and guess what… many of them were right (Warren Buffet logic), but nearly all the timelines were wrong.

So what went wrong then, and is the same thing happening now?


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Andrew Spong's curator insight, January 16, 2013 12:04 PM

Click on the title link above to read the full post on Pharma Strategic.

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Stratégie médias sociaux : Novartis launches YouTube cancer talk show

Pharmaceutical Industry | NEWS | | Novartis launches YouTube cancer talk show - Each Voice Counts forms part of firm’s existing advanced breast cancer initiative ...


Via Jean-François Gouhier, Isabelle Delignière-Léglise, Antoine POIGNANT, MD
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3 Tips for Marketers Ready to Invest More in Mobile - Search Engine Watch

3 Tips for Marketers Ready to Invest More in Mobile - Search Engine Watch | Pharma digital | Scoop.it
3 Tips for Marketers Ready to Invest More in MobileSearch Engine WatchAt a recent Mobile Marketing Association event, one ROI firm recommended that marketers allocate 7 percent of their budgets to mobile with growth to 10 percent by 2016.
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10 interesting digital marketing stats we've seen this week - Econsultancy (blog)

10 interesting digital marketing stats we've seen this week - Econsultancy (blog) | Pharma digital | Scoop.it
Econsultancy (blog)10 interesting digital marketing stats we've seen this weekEconsultancy (blog)66% of digital marketers surveyed working for companies with an annual turnover of more than £100m agreed that 'social media is integral to business...
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Pharma To Launch Industry’s First Social Game

Pharma To Launch Industry’s First Social Game | Pharma digital | Scoop.it

John Pugh, Director of Digital for Boehringer Ingelheim, talks about driving innovation in his large organization with the forthcoming game Syrum 


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Digital Faculty: Professors and Technology, 2012 - Inside Higher Ed

Digital Faculty: Professors and Technology, 2012 - Inside Higher Ed | Pharma digital | Scoop.it
Inside Higher EdDigital Faculty: Professors and Technology, 2012Inside Higher EdBut in truth the majority of professors are excited about various technology-driven trends in higher education, including the growth of e-textbooks and digital library...
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Boehringer Ingelheim prepares to launch oncology franchise

Boehringer Ingelheim has long been associated with treatments for stroke prevention, COPD and HIV/AIDS, but not cancer. That's about to change, if a cornucopia of 13 abstracts presented at the European Society for Medical Oncology (ESMO) is any evidence.

 

Closest to market is afatinib, an oral tyrosine kinase receptor inhibitor, which is currently in Phase III clinical development in advanced non-small cell lung cancer (NSCLC), head and neck cancer, and breast cancer. Next is likely to be nintedanib, an oral triple angiokinase inhibitor that is also in Phase III clinical development in NSCLC and ovarian cancers. A third candidate for which early stage trial data were presented is volasertib, an inhibitor of polo-like kinase.

 

Kevin Lokay, who heads BI's oncology franchise (and whom MM&M interviewed last month) had this to say about the company's preparation to build its oncology footprint:

 

“Our commitment to enter the oncology space over 20 years ago has resulted in a robust oncology pipeline with investigational agents in all stages of clinical and pre-clinical development, including several in Phase III trials, that address a variety of targets across a range of tumor types. These are targeted therapies that can lead to a more personalized approach to lung cancer treatment, with the goal of improved patient outcomes. The rigor and breadth of the data we presented at the ESMO 2012 Congress, which include patient-reported health-related outcomes from the pivotal Phase III trial, LUX-Lung 3, demonstrate our commitment to oncology patients and their families.”

 

“Commitment is crucial when developing personalized cancer therapies,” Lokay continued. “Boehringer Ingelheim is focused on bringing a broad range of potential therapies to patients through its diverse pipeline.”

 

The financial community also is starting to take note of BI's moves. Dr. Marc Engelsgjerd, senior analyst, inThought Research sees the data as an encouraging milestone in BI's gear-up to participate in this market: “Boehringer has a very extensive lung cancer program for Afatnib which is great to see because they are asking a lot of different questions, looking at different combinations and patient subsets. That's really the right way to develop a drug; you have to make sure you don't leave any stone unturned.”


Among the multiple abstracts presented during ESMO, the one the company spotlighted is the afatinib LUX-Lung 3 results, a pivotal Phase III trial that demonstrated a significant progression-free survival (PFS) advantage vs. standard chemo and impressive quality of life improvement among first-line treatment of advanced NSCLC patients with an EGFR mutation.

 

According to a company representative, “Results of the LUX-Lung 3 trial -- the largest trial of patients with EGFR mutation-positive advanced NSCLC -- showed a median improvement in PFS of 11.1 months (the primary endpoint) with afatinib within the general study population, versus 6.9 months for those patients treated with pemetrexed/cisplatin, which is considered a standard chemotherapy in advanced and metastatic lung cancer.”

 

Dr. Engelsgjerd points out that the LUX-Long 3 trial has resuscitated hopes for the development of this candidate: “In lung cancer, Afatnib had a failed trial a couple of years ago, but the most recent positive study -- the LUX long 3 study -- has really renewed interest and made people focus again on the potential of this compound.”

Based upon these datasets, BI is working on marketing applications for afatinib in a number of countries in the US and EU. The company was unable to comment on whether it would seek accelerated approval for the product.

 

Dr. Engelsgjerd added: “The LUX Lung-3 data was impressive in terms of the PFS benefits. We'll have to wait until next year to see if there is an overall survival benefit. Part of me is wondering if regulatory bodies will want to hold out for an overall survival benefit. I assume Boehringer will want to push ahead for approval and there is precedent for that.”

 

Lokay is keen to point out that the strategy behind the compound is a personalized one. “The strategy behind afatinib is to focus on developing a personalized therapy for patients who can benefit from the treatment.”

 

In keeping with this approach, the LUX Lung 3 trial incorporated a diagnostic test to confirm an EGFR mutation status and mutation. BI has partnered with Qiagen to develop a real-time polymerase chain reaction assay (real-time PCR) companion diagnostic. Of note, between 10-15% of Caucasians and approximately 40 percent of Asians with NSCLC have EGFR mutations – 90 percent of which are the result of two mutations (Del19 or L858R). In Lokay's words, “We've taken the personalized medicine approach further … to develop a companion diagnostic to determine a patient's biomarker status to better matching their unique genetic profile with an appropriate targeted therapy, like afatinib.”

 

The question now is how these assets will fare in comparison to existing treatments for NSCLC, which include Avastin (bevacizumab), marketed by industry heavyweight Genentech, Tarceva (erlotinib), which is co-marketed by Genentech and Astellas Oncology, and AstraZeneca's Iressa (gefitinib).

 

“There are other lung cancer studies with Afatnib where they are pitting it against Tarceva and Iressa. Those are gutsier trials but those are the exact kind of trials we need to see more of because it's one thing to show that your drug works against placebo but the relevant question is, is it better that what is currently being used,” asks Dr. Engelsgjerd. “Many companies shy away from those types of studies but lung cancer is a crowded space and Boehringer really has to swing for the fences.”

 

From a promotional standpoint, the company already has launched an unbranded disease awareness program called Let's Test, which is designed to educate HCPs and the oncology community about the important role of biomarker testing.

 

Lokay notes, “Five or six years ago, there were a relatively low number of patients who were tested for biomarkers in cancer. With advances in personalized medicine and the discovery of unique biomarkers -- like EGFR, ALK and HER2 -- this number has increased, but not all lung cancer patients are tested. It is our hope that biomarker testing will become an immediate first step that a doctor takes when diagnosing a patient with lung cancer. We want it to be automatic, or reflexive, which means that the oncologist will be able to get the right treatment to the right patient at the right time. In fact, the aim of our ‘Let's Test' program is to encourage the adoption of biomarker testing as standard practice and thereby increase the frequency of testing. We're encouraging a multidisciplinary approach by working with physicians involved in the diagnosis process, such as pulmonologists, pathologists and oncologists, to demonstrate the importance of biomarker testing with the goal of improving patient outcomes.”

 

Another effort the company has made to carve a footprint out in the category is in building an online community called My Cancer Circle -- a free, private, customizable tool for caregivers of people facing cancer. Company market research found that while the information needs of patients themselves was largely satisfied, there was an unmet need for information among caregivers. The company collaborated with CancerCare, a patient advocacy organization, to build the tool, which helps caregivers organize and coordinate support from their circle of family and friends. According to Lokay, “We are excited that to date, over 100 private communities, or ‘circles,' have been created.”

 

At the end of the day, the company recognizes that the health care system is no longer simply rewarding innovation, but is looking for value. In response to how BI plans to position its franchise for optimal success in light of the Affordable Care Act, Lokay points out, “Boehringer Ingelheim is committed to providing patients who currently have limited treatment options with therapies that have a demonstrated value. As a company committed to the health of patients and their families, we are not aiming to develop treatments that work 10% of the time, in 90% of the population – but rather products that work 90% of the time, in 10% of the population.”


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How Is Information Technology Changing Healthcare? [INFOGRAPHIC]

How Is Information Technology Changing Healthcare? [INFOGRAPHIC] | Pharma digital | Scoop.it
"Health informatics" is the intersection of healthcare, information technology and business. Check out an infographic explaining this healthcare-IT mashup.

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Lara Cooke's curator insight, August 19, 2013 12:25 AM

New ways to teach MDs?

Keith Russell's curator insight, September 12, 2013 7:07 PM

Nice infographic.......

Sandra Davidson's curator insight, February 3, 11:42 AM

Neat infographic about health informatics

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How Is Social Media Reshaping Pfizer?

How Is Social Media Reshaping Pfizer? | Pharma digital | Scoop.it
I had a chance to sit down with Bob Libbey, head of Digital and Social Communications at Pfizer, to discuss some of the topics that you will see at the Social Shake-Up Conference.

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Art Jones's curator insight, August 13, 2013 9:50 PM

Absent direction from the FDA, Pfier has developed their own policies, procedures and adhere to best practices around the use of social media to ensure compliance.

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Why health care needs Apple

Why health care needs Apple | Pharma digital | Scoop.it
In the still-nascent digital health space, Apple could serve as a regulator of sorts -- a platform, perhaps or a hub -- just as it has done with smartphone apps, music, podcasts, and even online co...

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Ex-Google health chief launches an online community for cancer patients

Ex-Google health chief launches an online community for cancer patients | Pharma digital | Scoop.it
Google's former lead health strategist has launched a new website, SmartPatients, which helps cancer patients connect with each other, and learn more about their disease.

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A Comprehensive Overview of How Games Help Healthcare in 2013 - GCo

A Comprehensive Overview of How Games Help Healthcare in 2013 - GCo | Pharma digital | Scoop.it
People often see games as bad for health but many institutions have been hard at work to make them work for us. Here are 6 ways games can help healthcare

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A Comprehensive Overview of How Games Help Healthcare in 2013 #hcsmeu #hcsm
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3 Reasons Why Mobile Health Is an Emerging Hospital Marketing Strategy – The Buzz Bin

3 Reasons Why Mobile Health Is an Emerging Hospital Marketing Strategy – The Buzz Bin | Pharma digital | Scoop.it
It’s time to tackle the proverbial elephant in the room –lifestyle change. When I was doing my field work in ...

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Franklin Delano Williams's curator insight, March 22, 2013 10:28 AM

Our Frontier Medicine Better Health Partnership will be testing this out with our partnering Critical Access Hospitals in Montana

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Should #pharma be building apps? Is it a credible service provider?

Should #pharma be building apps? Is it a credible service provider? | Pharma digital | Scoop.it

Sven Awege (@svennieco) writes:

 

Over the last 20 years I’ve heard huge numbers of people get really excited about the latest fad. As a digital evangelist I guess that is to be expected. But are “mobile apps” (in Pharma) any different?

 

Simply put, no (but read on until the end, there is a twist).

 

Personally I love the Gartner hype graph. It really does fit the cycles that technologies go through (where innovation overtakes conventional wisdom). The bit that really gets me excited though is the part coming out of the trough of disillusionment. This is where we see a more mature understanding and approach, and the headless chickens have already run off to the next buzz word, leaving the professionals to industrialize solutions.

 

Currently I’d say mobile apps, in the Pharma industry, are on the rapid slide down after the big hype. We’ll see many (more) projects die painful and internally mediatized deaths, as the true value propositions start to appear. This is also the phase when we need to anchor mobile value into the bigger picture of multi-channel engaging communication, where Pharma starts changing how it sees its customers with some serious behavioral (and budget) changes associated. If we do not achieve this now then mobile might take another 5 years to mature within Pharma.

 

But for now lets assume that we’re looking for a shorter-term business case of a marketing driven mobile app initiative.

 

Initially this type of project seems like it should be easy to define and execute. In reality the environment in which we work will dictate otherwise, meaning that we should not go into this with our eyes shut just because our trusted agency recommended an app project.

 

Firstly we need to ask the question:

 

Why build an app in the first place?

 

[AS: Read the rest of Sven's article on his Pharma Strategic blog by clicking on the title link above.]


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The state of digital marketing in 2012 [Infographic] » Design You ...

The state of digital marketing in 2012 [Infographic] » Design You ... | Pharma digital | Scoop.it
This infographic reveals the key findings of the top SEO, PPC, and Social Media Marketing objectives, challenges, and trends reported by 500 U.S..
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What Is A Scientific Social Network? 6 Thriving and Inspiring Examples - Comprendia

What Is A Scientific Social Network? 6 Thriving and Inspiring Examples - Comprendia | Pharma digital | Scoop.it
A recent article from the Huffington Post states that social networks for scientists won't work because there is no incentive from a career...

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Using Online Gaming to Beat Childhood Obesity | Social Enterprise

Using Online Gaming to Beat Childhood Obesity | Social Enterprise | Pharma digital | Scoop.it
In America one out of three children are now overweight or obese; these children need to be motivated to exercise...

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Discover the hidden perils of augmented reality in ... - Digital Trends

Discover the hidden perils of augmented reality in ... - Digital Trends | Pharma digital | Scoop.it
A new short film explores how dangerous life could be if augmented reality was fully-integrated with modern society.
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