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LinkedIn como canal de marketing en el sector farmacéutico

LinkedIn como canal de marketing en el sector farmacéutico | Healthy Advertising |
Linkedin es la combinación perfecta entre marketing de contenidos y segmentación. Dos grandes ventajas para las empresas que quieran anunciarse en esta red
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The convergence of healthcare: when digital and medical collide - Pharmaphorum

The convergence of healthcare: when digital and medical collide - Pharmaphorum | Healthy Advertising |
How traditional and digital approaches are being brought ever closer together in healthcare.
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The Bright Future of Pharmacies - The Medical Futurist

The Bright Future of Pharmacies - The Medical Futurist | Healthy Advertising |
The rapid development of medical technology affects every aspect of healthcare – and pharmacies cannot escape its transformative power either.
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Does more education for health professionals equal better patient care?

Does more education for health professionals equal better patient care? | Healthy Advertising |
Many aspiring health providers require advanced degrees to enter practice. But does more medical education actually improve patient care?


In recent years, nurses, physiotherapists, audiologists, speech therapists, and pharmacists have all increased their entry-to-practice requirements, with registered nurses needing at least a bachelor degree, and physio and other therapists obligated to obtain a master’s degree to be considered for licensing.

By 2020, all pharmacy schools in Canada will move to a doctorate degree, adding a year to their training and bringing the total time in school to at least eight years. In the meantime, physician assistants are feeling the pressure to move, as their American counterparts have begun to do, from a master’s to a doctorate as the first step to practice.

These ever-advancing requirements to enter into practice are known as “degree creep.” But does the drive for more time in the classroom actually improve patient care?


And what does this actually do for patient care? The literature is scarce....



Roussel says there’s no push to bump up nursing entry-to-practice credentials to a master’s. Instead, she says there’s more discussion on how to integrate a practical doctorate in Canada, and how to enhance the PhD-level degrees that already exist...

Sunita Mathur, a physiotherapist and assistant professor in the Department of Physical Therapy at the University of Toronto, wrote a 2011 editorial in Physiotherapy Canada asking whether it was time to consider a more advanced degree. The answer was a firm no.

“We didn’t want it to just be ‘creeping credentialism.’ We didn’t want to say, they’re going to basically get the same education but we’ll call it a doctorate and increase it by a few months,” Mathur says.

“What we’re doing instead is working on curriculum renewal to change how we teach, how we deliver information to help students be creative and critical thinkers,” Mathur says. “We’re keeping the same structure, but working on the curriculum to help learners prepare for the environment.”

O’Connor says the view needs to be wider than just the start of one’s career.

“Entry to practice is just the beginning,” she says. “We need to have a map for the whole career pathway.”

Via rob halkes
rob halkes's curator insight, July 7, 11:13 AM

IN respoinse to the blog:

Does more education for health professionals equal better patient care?
Date: July 6, 2017

Is "Quality of care" directly related with level and quality of medical education?  The complicated relation between personal ability, motivation, quality of educational school, conditions of entry into real care etc. etc. is an issue of study for as long as medical education exists. Putting it in the way this blog is stating, is a rather tiny perspective on the matter. WHy not just turn the question around: "What should medical education do and how would they need to do that", to ensure that medical education improves health care practices!

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5 health care organizations that make the most of social media

5 health care organizations that make the most of social media | Healthy Advertising |

Health care marketers can’t afford to ignore social media.

With the right strategy, organizations can increase campaign awareness, gain community support, and garner insight from a like-minded community of professionals and individuals.

For health care organizations, social media marketing must revolve around the brand while still engaging audiences and holding their attention. offered the following examples of five health care organizations that have developed and maintained compelling social media marketing strategies.

Cleveland Clinic


The nonprofit academic medical center has a strong presence on Facebook, Instagram, Pinterest, Twitter, YouTube and LinkedIn. It has created a welcoming, knowledgeable and community-centric personality by featuring people-centered and approachable photography, along with posts about local interests and friendly stories from its blog that answer common questions.

By focusing on the needs of its audience, Cleveland Clinic has developed an engaged social community on mulitple platforms.

Quest Diagnostics

The home page of this Fortune 500 organization’s website addresses both B2C and B2B audiences and includes a special social media section that enables visitors to connect directly with brand managers on Facebook, LinkedIn, Instagram and Twitter.

All of Quest Diagnostics’ social media accounts reflect the company’s professional, yet approachable, tone through simple, warm, supportive language that helps audiences feel like members of the community.

Josh Robbins @imstilljosh

My buddies at @QuestDX are sponsoring the #AIDSWalkBuffalo on 5/6. #photobooth #dedicationstation

5:23 AM - 29 Apr 2017
Twitter Ads info and privacy

Communicators also spotlight their employees, which humanizes the clinical brand.

Philips Healthcare


This health-centric division of the larger Philips brand is focused on creating a better future through its wellness-related products and services. This mission is reflected in its social media marketing strategy, which features an array of content based on its advances in health care and technology.

Its “Innovations in Health” group on LinkedIn comprises a select community of health care professionals, which speaks to an audience interested in the latest health care solutions. This has resulted in an exclusive community of over 140,000 members with a passion for health care and technological innovation at both the professional and consumer level. This community ultimately gives Philips Healthcare abundant insight and knowledge that can be used for future innovation.

Johnson & Johnson


The company has led the way for health care brands in social media marketing by establishing its own unique tone. Rather than merely posting and tweeting about its latest news, brand managers create and share content with a comprehensive focus.

This strategy shows that the company understands its audience and their interests enough to develop and endorse content that’s both relevant and timely. Brand managers deeply engage their online following and keep them returning for more.

Orlando Health


This not-for-profit health care network has established a social personality that feels upbeat, warm and personal. Its social media posts span a wide range of initiatives and interests, such as informational stories about better well-being, adorable photos of therapy dogs and the latest local news. Every post displays its passion for its people.

Orlando Health

Primary care doctors should offer or refer low-risk patients to behavioral counseling to prevent heart disease. ;…

1:00 AM - 2 May 2017
More Exercise & Better Diet: How to Cut Your Heart Disease
Twitter Ads info and privacy

Orlando Health overcomes the challenge of creating a friendly and fun social media personality by incorporating a holistic wellness approach with a focus on the needs of both the individual and the larger community.

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Este tatuaje cambia de color si suben tus niveles de azúcar en sangre

Este tatuaje cambia de color si suben tus niveles de azúcar en sangre | Healthy Advertising |
El proyecto DermalAbyss ha dado como resultado la creación de un tatuaje capaz de medir algunos parámetros biomédicos.

Via Eva Tarín López
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Five Strategies for Pharma Engagement on Social Media 

Five Strategies for Pharma Engagement on Social Media  | Healthy Advertising |

Here’s the big question: How does an industry with regulatory constraints around how it communicates with the public successfully engage on social media through robust, timely, and helpful interactions?

There’s not a simple answer, but creating clear and consistent “rules of engagement” can make for a good first step forward.

As a digital and social media strategist for C3i Healthcare Connections, I help pharma clients build out their social presence and extract meaningful information that can be gleaned from social media. While ongoing monitoring of conversations is a key component of any pharmaceutical brand’s social strategy (see my previous article here), companies need to be well-equipped to participate in those conversations, too. Five broad steps can help you get started.

Develop engagement strategies

Take the time to outline your plan of attack, along with the ways your team can apply these principles to their everyday interactions. Doing so will benefit everyone involved by making operations more efficient and streamlined, your customers more satisfied, and your brand more favorable.

Start by assessing the engagement opportunities available to non-regulated industries and rule out those activities which regulations prohibit, such as providing off-label information, soliciting or prompting users to share content that might lead to off-label questions, and recommending or directly promoting the use of a product to a user. After implementing compliance safeguards for handling Adverse Events (AEs), Product Quality Complaints (PQCs), and Privacy Violations (see this article), you can begin to develop your own engagement strategies and practices.

As part of this process, you should:

Work with key stakeholders — including marketing and branding, public relations, medical information, and pharmacovigilance — to identify the objectives of engagementBe prepared to identify and report any AEs and PQCs on owned properties (e.g., branded or unbranded Facebook Pages) and any properties over which the pharma company has control or influenceEvaluate the current social media space and your role in itDevelop workflows and escalation guidelines, perhaps considering third-party technologies that help streamline workflows and support operational evaluationEstablish community guidelines — besides guidelines for posting and commenting, this may include a statement that explains the purpose of the property, links, and contact informationBe consistent … but human and flexible, too

After you’ve decided to move beyond monitoring and begin engaging on social media, many companies often start with a simple first-step strategy of responding to AEs and PQCs with a “contact-us reply.” For example: “Hi Sarah. Thank you for bringing this to our attention. We take product safety seriously and are interested in learning more about your experience. Please call us at 800-555-5555.”

A standardized “contact-us reply” can sometimes feel robotic. While remaining consistent is important, it’s equally necessary for brands to consider how to bring the human element to their interactions. Beyond AEs/PQCs replies, teams can add a personal touch by taking the initiative to respond to on-label inquiries or consumer sharing of experiences: “Thank you for sharing, John. We’re glad that you’re taking steps to manage your health.”

Being more human means listening carefully to what is being asked and acknowledging what has been stated. Text can be difficult to interpret sometimes, but you can take cues from emojis, emoticons, and images. While providing accurate on-label information is critical, so too is the emotional tone of an interaction, especially in the sensitive area of health.

Establish KPIs

If something can be observed, it can be measured. Two kinds of key performance indicators (KPIs) help assess the performance of your interactions and resource needs of your initiatives. They are productivity KPIs and volumetric KPIs.

Productivity KPIs include metrics such as:

First Response Time — the time between the consumer’s first contact and the company’s first response for all engagements over a period of timeResponse Time — the total time from the consumer’s first contact and the company’s last responseHandle Time — the time from the consumer’s first engagement and the completion of all tasks required to process a caseResolution Rate — the ratio of the number of resolved posts to the number of those that needed resolution

In today’s world, consumers expect swift responses. In an ideal world with infinite resources, response times on social media could be less than a minute. In reality, however, resources can limit optimal response times. Establish your initial KPI standards based on the number of people on your staff, hours of labor, and average number of posts per hour they can handle. Often vendors can assist in the heavy load of supporting customer care in cooperation with your company.

Volumetric KPIs might include the total of all posts in a given period for a given property (e.g., total Facebook posts in May), or the volume of posts for which the company responded, which can be further organized by type of post (AEs, PQCs, product inquiries, etc.). Third-party technologies can assist with these KPI measurements, although some are better suited for monitoring and reporting, while others are built to support consumer care and interaction. Your technology selection depends on the objectives of your engagement strategy.

Besides supporting the initial stages of your engagement efforts, tracking KPIs after they have been established helps to identify areas of improvement and opportunities within your operations.

Prepare for the unexpected

No matter how refined your social strategy, there are always surprises. While you can’t control unexpected events, you can prepare for them.

Before launching your social media initiative, carefully document the process for escalating an issue depending on the situation presented. Establish escalation criteria and communication protocols to avoid last-minute panic. Be transparent, and continually monitor the situation until it resolves.

Keep in mind that a response isn’t necessarily an answer. Make sure your teams can distinguish legitimate consumer concerns from spam content. If a consumer posts an inquiry and an immediate answer is not available, it’s OK to acknowledge the question and inform the consumer that he or she will receive a follow-up response. Suggesting a private message can be another effective way to handle, or public responses that benefit the community.

Evaluate performance, apply insights, and adjust practices

In social media, as in any initiative, there is always room for improvement, refinement, and course-correction. For example, if average response and handle time goals are not being met, is it due to a lack of staffing (a volume issue), or a need to coach your representatives? On the flip side, if response times are quicker than anticipated, are there other activities that can be added to the initiative, such as improving the quality of responses?

A big advantage social media has over traditional media is the ability to more immediately measure and evaluate the performance of content. As experience is gained and insights are gleaned, proceed to evolve from a passive/reactive model to an active approach that seeks out opportunities for engagement.

Consumers are eager to receive information and support from all parties in the healthcare system. Those pharma companies or brands that have established the foundations for social media processes and, ultimately, build up to higher tiers of engagement, not only have a greater opportunity to meet or exceed patient expectations — they’re also able to earn long-term trust and favorability among patients.

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Introduction to Social Media for Health Care

It's important for healthcare communicators to understand how to write for social media. This presentation reviews how to be respectful of patients within our …

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Do Your Homework to Improve Patient Experience

Do Your Homework to Improve Patient Experience | Healthy Advertising |

While it used to be rude to eavesdrop on someone’s conversation, the age of social media has made that obsolete. In fact, when marketing your medical practice, prospective patients want you to reach out to them in a different way. They want to be contacted in a genuine way with you empathizing with their needs and concerns. Your prospective patients are already accustomed to advertisements. What used to work well in marketing your medical practice is now out of date. This is why you need to engage in social listening to assuage your prospective patients’ fears and concerns.


What the Heck Is Social Listening?

Social listening is really all about observing ongoing online conversations. It’s involves monitoring feedback, comments, questions, concerns, and anything else that might be relevant to your business. This doesn’t just have to be limited to what people are saying about your practice, but anything else that’s relevant, such as general healthcare concerns and questions. People don’t just use the internet — they’re constantly online. Social media has pervaded our culture to the point where it’s the first place we turn for just about everything.

How Will Social Listening Affect My Practice?

One of the biggest ways that social listening will affect your social media strategy is that you can engage in reputation management by directly jumping in and remedying any problems that may arise. You can also gain valuable feedback on your practice by jumping online. What worked and what didn’t? How can you improve the healthcare experience?

Get Jump-Started

The first thing you should do when getting started is to set realistic goals. Going in without a goal will guarantee a blind approach that won’t net you new patients. Do you want to promote your medical practice to reach new patients? Are you more interested in getting back in touch with the patients you’ve already served? Or would you rather see what makes your competitors tick and go from there? All of these things and more can be achieved, as long as you set clear goals and achieve them one at a time.

Open Up Your Toolbox

Social listening really means listening to the whole of the internet, and that can understandably be a daunting task. You could definitely do this by hand, but it will take you forever to aggregate enough actionable data to accomplish your task. The good news is that there are tools out there that you can add to your toolbox and automate the whole process. One of these is Google Alerts, which can provide you access to the latest social media trends. There are also more advanced paid tools, such as Brand24, that will give you results that are more exact. There are also resources such as BuzzSumo that will point you toward relevant articles that prospective patients are talking about.

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Here's What Your Future Doctor Visits Could Look Like

Here's What Your Future Doctor Visits Could Look Like | Healthy Advertising |
Technology could forever change the doctor-patient relationship.
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The Real Effects Of Bad Web Design - Usability Geek

The Real Effects Of Bad Web Design - Usability Geek | Healthy Advertising |
In today’s world, which is synonymous with technology, a robust web design is far more than a status symbol. Usability, experiences, and content – or the lack thereof – can seriously affect a business’ bottom line. There are real-world consequences for neglecting your website – but companies may not fully realise the extent of the damage.

First: Why the Disconnect?

Businesses may already realise the value of website design, yet they still fail to make the investment of time and capital. Why is this? Here are a few reasons:

That pesky entrepreneurial spirit: For small business owners, particularly ones who built their companies from the ground up, the business is their brainchild. These owners poured hours into cultivating the product, sweet-talking investors, and building an empire. They have handled everything from human resources to production. They are their business. Which means they think they can handle running a website on their own.

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Healthcare Marketing: 4 Simple Tips for Reaching Millennials 

Healthcare Marketing: 4 Simple Tips for Reaching Millennials  | Healthy Advertising |

The digital age has revolutionized healthcare. It is now easier than ever to make appointments, monitor your own health with apps, and even receive healthcare online. The way healthcare services function isn’t the only thing that’s changing for health systems, though. Healthcare marketing is changing rapidly as well, and this change is driven by millennials.

Although healthcare marketing was already somewhat behind the digital curve, the rise of millennials is pushing things into the next gear faster than ever before. The upside is that now all healthcare marketers have the opportunity to get ahead of trends that are likely to only get more intense as Generation Z comes of age.

On March 29th, 2017, OhioHealth and Fathom healthcare marketing experts got together to discuss the millennial healthcare habits that matter most to you and what to do about them in our webinar ‘Millennials & Healthcare: Using Generational Marketing to Build Social Media Strategy’.

Of course, one of the millennial habits that healthcare marketers are having the hardest time adjusting to is the generation’s propensity for social media.

Healthcare and Social Media – What’s the Connection?

Healthcare and social media might not seem naturally compatible. When it comes to marketing, though, they work better together, especially when you add millennials to the mix. Below are some powerful stats that show the monumental role that social media plays in millennials’ lives:

Over 90% of millennials use social media daily (Pew Research Center)More than 48 Million U.S. millennials are active on Instagram (eMarketer)84% don’t trust traditional advertising (The McCarthy Group)More than 60% of 13 to 34-year-old U.S. millennials are Snapchatters (Snapchat)61% of millennials report regularly using Facebook (eMarketer)

No matter how uncomfortable your team feels with delving into social, there’s no way around the fact that millennials are on social, and that’s where you’re going to reach them.

4 Expert Tips for Communicating With Millennials via Social MediaThe first step to communicating with millennials on social media is to forget that you’re on social. That may sound counterintuitive, but it’s key to remember that communicating is not about the channel, it’s about the content. While there are important rules of engagement for each social channel, the focus should be on leveraging the right message to the right audience at the right place.When it comes to modern social media, even the best content isn’t going to cut it. And it’s not your fault. Virtually all social channels are requiring paid boosting of content to cut through the clutter. The sacrifice is typically worth it, though, as paid social is less costly than other forms of digital advertising, and it’s typically more effective.Because content for social tends to be piecemeal in format–a status, a tweet, a 6-second video–it’s easy to think that it should be written piecemeal. Strong social content is bound by a theme, though, and fosters ongoing conversations with your followers. After all, most of your social connections won’t see or consume every single tweet or status update you put out there – but you want they ones they do see to be consistent and effective.Finally, you’ll want to ensure that you customize your tone to your audience as well as to each channel’s unique presence while still maintaining a strong brand voice. This might sound a bit like walking a tightrope, but some audience research, channel research, and a strong brand guidelines document will do the trick. You can break it down even more by creating examples of appropriate content for each channel.Millennials Are Diverse, and Your Healthcare Marketing Should Be Too

Like you would do with any other group, perform in-depth audience research. Not all millennials, like not all Baby Boomers or Gen Xers, are the same. Millennials range between 13 and 35 in age and the group is breaking records in terms of both its size and its diversity. Accordingly, tailored, specific content is a must.

When doing audience research, consider some of the millennial-related questions below:

Are they male or female?Do they have children?What drives their conversations?Where do they live?What is their income?What are their hobbies?What are their main concerns?

Ultimately, research shows that millennials want to be part of a community, they don’t respond well to being talked at, and they don’t like advertising. Entertaining, visual content–particularly videos–tends to resonate most with the constantly-connected individuals this generation.

Before you walk away from this blog thinking that millennials are a little too high maintenance and a little too connected to their devices, though, remember that these trends exist for nearly every other generation, too. Still, millennials are leading the way and–given that they will take over the bulk of buying power in just over a year–it just makes good business sense to focus your marketing on them.

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¿Qué es la Online Value Proposition en el sector de la salud?

¿Qué es la Online Value Proposition en el sector de la salud? | Healthy Advertising |
La Online Value Proposition es la razón por la que un usuario visita nuestra web y utiliza nuestros contenidos o servicios añadidos.
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El difícil camino hacia el Beyond the Pill

El difícil camino hacia el Beyond the Pill | Healthy Advertising |
Las soluciones Beyond the Pill son el futuro de la industria pharma, pero existen barreras que deberá salvar en este nuevo ecosistema de salud
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Roomba's Next Big Step Is Selling Maps of Your Home to the Highest Bidder

Pere Florensa's insight:
Big data or Big Brother? 
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Digital Therapeutics: The Future of Health Care Will Be App-Based

Digital Therapeutics: The Future of Health Care Will Be App-Based | Healthy Advertising |
One of the hottest new sectors of the app economy is Digital Therapeutics, a new category of apps that help treat diseases by modifying patient behavior and providing remote monitoring to improve long-term health outcomes
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Could facebook ads work for pharma?

Could facebook ads work for pharma? | Healthy Advertising |

Facebook is applying a full court press to lure pharma ad dollars, but in order for pharma to leverage facebook ads they need to stop thinking like marketers and start thinking like patients.

Facebook remains the dominant social media site for millions of people and should not be overlooked as a digital channel for pharma online dollars. However, before you give the green light to your agency you need to understand how and why people are using facebook so much.

Facebook has essentially become an animated and updated news feed for users. Gone, for the most part, are the days of people posting pictures of their families and “checking in”.  Facebook is a great way to stay on top of the news that interests YOU without having to go to a lot of different websites.  So are there opportunities for pharma? You bet.  Here is what pharma needs to do to leverage facebook…

1ne: Don’t advertise; talk about problems/issues your audience faces.  Have a new diabetes product?  Don’t show a picture with a headline, rather talk about how your product can provide better control of A1C over the day allowing diabetes patients more freedom.

2wo: Be a source of updated informtion.  While ASCO is in full swing, along with the hype, cancer drug makers should be clarifying the real news behind the headlines and what it really means for cancer patients/caregivers.

3hree: Laser target.  Facebook allows you to target people with a lot of different criteria, but this is only useful if you really understand your audience and what they want/need to know.  It also means that you are going to have to develop a lot of different ad content and that one ad does not fit all.

4our: Talk to your audience, not at them.  If you had someone within your target audience in a room what would you say to them beyond a sales pitch?


5ive: Watch being too intrusive.  One of the negative things about facebook is that if you do click on posted content you’re going to see more of the same ads.  This could be an issue for some online health seekers who don’t want to be bombarded with ads on their health problem(s).

You should be challenging your agency to create facebook posts that engage your audience rather than ads that say “try me”. This is one of the reasons why I prefer online interactive agencies like InTouch Solutions.   There is a gold mine of audiences on Facebook, but if you approach facebook as just another online channel you’re going to fail


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The doctor will see you now: How the Internet and social media are changing healthcare

The doctor will see you now: How the Internet and social media are changing healthcare | Healthy Advertising |

You wake up feeling a slight tickle in your throat. You try and shake it off and drink lots of water. After a few hours, it’s still there. Instead of calling your mom or making a doctor appointment, you head to the Internet.  Today, anyone with a computer and a connection can get online and find a variety of results, ranging from simple sore throat to the more serious, like bronchitis and asthma.

But just because we can doesn’t mean we should. In a world where almost everyone is online and can easily find and provide medical solace, is it really, truly a good idea to consider social media and the Web a reliable source of healthcare?

Doctors and hospitals are on the social media bandwagon

Today, more and more members of the medical profession are embracing social media for sharing helpful medical information and providing patient care. A Pricewaterhouse Cooper conducted survey asked over a thousand patients and over a hundred healthcare executives what they thought of the way many healthcare companies are utilizing social media and the Web, and results show the most trusted resources online are those posted by doctors (60 percent), followed by nurses (56 percent), and hospitals (55 percent).

Social media is becoming more and more utilized by hospitals and medical professionals as a means to convey general health information, sometimes even personalized help. Amanda Mauck, Interactive Marketing Specialist for Le Bonheur Children’s Hospital, thinks engaging with patients via social media is a great way to empathize with those who need comfort, not just provide relevant health news. Aside from the latest news about the hospital, Le Bonheur’s Facebook page mostly contains relatable family stories and parenting advice. “Our users love photos and [success] stories, [especially those] that showcase our team’s compassion and ability to go above and beyond for a family,” says Mauck. The hospital does receive private messages inquiring about specific medical conditions, but they never address them publicly on their Facebook page, usually recommending patients to direct their questions to the hospital’s general contact form or contact them by phone. “When a family posts a comment about a medical issue, we like to encourage the family to email our general account. We do this for a couple of reasons: One, to protect that patient’s privacy, and two, it is easier to put the family in touch with the right person on our team for help,” Mauck explains.

Kevin Pho, M.D., an internal medicine physician and founder of, however, notes the potential for misinformation on the Internet is high. “The problem is, you can’t trust everything you read online,” Pho says. “For instance, consider that fewer than half of websites offered accurate facts on sleep safety for infants, or that pro-anorexia websites were shared more frequently on YouTube.”  According to Pho, health professionals need a strong social media presence to establish themselves as reputable sources as well as to properly point patients toward legitimate sites to be used as secondary sources.

While Pho uses Facebook more for personal reasons, he uses Twitter professionally on a daily basis to retweet provocative healthcare opinions and news stories, as well as curate information that’s relevant to his profession. “Health reform tends to drive many of the health opinions on the web.  To truly fix healthcare, I believe that we need solutions from both ends of the political spectrum, so I avoid sharing opinion pieces that are overly partisan or dogmatic,” Pho says. His “essential list” includes a variety of healthcare stakeholders, including physicians, social media experts, and policy analysts. 

The likes of Facebook and Twitter not only give medical professionals a platform to connect with patients, but with fellow doctors as well. Doximity is like Facebook for physicians, where general M.D.s can easily consult specialists for cases they need assistance with. 

The challenges to Internet healthcare

Of course there’s a downside to doctors becoming too available online. The Internet is almost always the opposite of private – sensitive subjects like physical and mental ailments can easily be revealed by the person suffering from them or the doctor treating them through a tweet or a comment. Social relationships between doctor and patient can also be easily muddled; many health institutions discourage staff from “friending” patients on Facebook and other social media platforms at the risk of jeopardizing treatment as well as reputations.

The Wall Street Journal mentions a survey published in the Journal of General Internal Medicine back in 2011 that revealed 35 percent of respondents who are practicing physicians have received friend requests from patients on their personal social network accounts, and 58 percent of them always reject them.

“I see Twitter as a higher-risk environment, as it’s basically an open forum.”

Thomas Lee, M.D. of the Orthopedic Foot & Ankle Center in Westerville, Ohio raises a valid point: Social media is a difficult media for a physician because of HIPAA, the Health Insurance Portability and Accountability Act. “It is very difficult to talk about medical care without personalizing the content, and you can’t personalize content without violating HIPAA,” Lee explains. “In addition, the practice of medicine requires a thorough history of the patient’s current condition and a thorough physical exam before we can render a diagnosis and treatment plan. A person with a severe headache for several months can range from a simple headache to migraines to an allergic reaction to a life threatening brain tumor. How would a doctor – or a computer program – differentiate between these diagnoses without physically talking and touching the patient? Without the opportunity to directly talk to a patient and examine them, our ability to be accurate is significantly mitigated.”

Lee avoids dishing out professional and medical advice on his Twitter and Facebook accounts, but admits that both help in making himself appear more accessible to his patients and staff. Although he posts frequently, it is unusual for him to engage in a dynamic conversation online.

“I see Twitter as a higher-risk environment, as it’s basically an open forum,” Dr. Rob Lamberts says of his minimal use of the micro-blogging site for his own practice; he only utilizes it occasionally to float a medical question to his colleagues. He has used Facebook in the past to advise people regarding a study on Zithromax, but other than that, Lamberts believes social networking sites are more for marketing and general communication than for medical application.

Scott Linabarger, Senior Director of Multichannel Content Marketing for the Cleveland Clinic, believes that nothing should take the place of having a conversation with your physician. “We cannot provide specific advice, nor can we diagnose users via social media. Our information is general and is intended to provide guidance. Our posts are about the users, not about Cleveland Clinic,” Linabarger explains. According to Cleveland Clinic’s over 450 thousand Facebook followers, they want health and wellness tips, information about diseases and conditions, and news about the latest in medical innovation from the hospital’s Facebook page. The general information is usually presented by Cleveland Clinic through images, a manner they have proven to garner a higher response rate compared to purely text content.

What about online therapy and similar practices that conduct virtual sessions? A study conducted by University of Sydney researchers on the effectiveness of Internet-delivered Cognitive Behaviour Therapy (iCBT) examined e-couch, a free online program that offers various modules that provide anxiety and depression assistance. The results reveal the program to be more effective in alleviating mild to moderate depression and cardiovascular ailments as well as physical health issues than other methods of searching for health advice online.

“Essentially, online therapy will help serve the nearly 3 out of 4 people who have mental health problems but do not currently get any kind of help,” says Lawrence Shapiro, Ph.D., President of Talk to An Expert, Inc., a HIPAA-compliant e-therapy company that launched quite recently. “It is particularly important for people who cannot get to an office for conventional help because they are housebound, in remote areas, physically disabled, and so on.  Online therapy lowers the bar for people who need help.”

“There are a few studies that have been done suggesting that online therapy is just as effective as in-office therapy,” Shapiro continues. “According to the American Psychological Association, almost 25 percent of people with mental health problems don’t get the help they need with the current mental health delivery system. Online therapy extends the reach and reduces the cost of therapeutic services.” With the emergence and acceptance of e-therapy as a legitimate form of healthcare, any patient who cannot afford to schedule appointments during office hours or is undergoing a problem in a public place (think of someone with an intense fear of flying freaking out at the airport, or someone injured and traumatized at a disaster site) can receive instant psychological services.

Dr. Internet, at your service

According to a report compiled by the Pew Research Center’s Internet & American Life Project, one in three American adults have used the Web to figure out a medical issue. Of all those users hoping to find solutions online, 46 percent thought they needed to seek professional medical assistance to be certain, 38 percent believed they could handle their ailments in the privacy and comfort of their own homes, and 11 percent ended up doing both or something in between. The accuracy of accessed information online is a different matter all together – 41 percent of those who sought medical advice got diagnostic confirmation from actual physicians and an extra two percent only got partial confirmation. 18 percent were met with disagreement or a different diagnosis, while one percent got an uncertain reaction.

As an Internet savvy patient, it’s always good to be prepared – or to first look for alternative, quick, and easy (and risk-free) methods to address a less serious medical issue before committing money and time to a medical consultation and medication. Facebook is a rich source for fitness-focused pages that inspire users to adopt healthier lifestyles. In one click you can become a member of a community that will help you with any fitness-or-health-related questions through their personal experiences.

“I do my best to not complain a lot at home. Instead, I use social media sites like Twitter and Tumblr to express how I’m feeling without having to burden my loved ones.

A lot of patients suffering from serious ailments also turn to Facebook for support. Dana Baker – a thyroid cancer survivor – has been a long-time sufferer of a long list of ailments, including chronic fatigue syndrome, fibromyalgia, anxiety, and depression. She is a member of various support groups on Facebook and uses them to sympathize with other people suffering from similar conditions. “When you are chronically ill, it is emotionally draining not on just yourself but also on your friends and family. It becomes very difficult for your loved ones, because they have to see you suffer, and the majority of the time there is nothing they can do to help you,” Baker says. “I do my best to not complain a lot at home. Instead, I use social media sites like Twitter and Tumblr to express how I’m feeling without having to burden my loved ones. I use support groups on Facebook to talk with other people, share our experiences with doctors, medications, and alternative treatments. We also share coping strategies.”

Aside from using social networking sites to keep in touch with fellow patients, Baker also uses Google to look up prospective doctors, sites like WebMD to look up any prescription medication, as well as condition-specific sites like and (for thyroid cancer). She also uses an iPhone app that allows her to keep in touch with her doctors via direct message and they usually respond within the day.

The Internet can also bring the world’s home remedies to your desktop. Trusting the Web to prescribe a homemade concoction might sound sketchy, but by using the right keywords and employing responsible Internet navigation, you can find legitimate “all natural” solutions for common mild ailments. Sites like Home Remedies Web encourage healthcare at home – their list of natural cures address a wide range of common problems, from acid reflux to yeast infections. It also features comments from people who’ve tried the remedies so you have an idea what you’re getting yourself into.

Based on Pew Research Center’s findings, a large percentage of people online prefer taking matters into their own hands, thinking it’s enough to be armed with enough Web search prowess to beat any disease. The trouble is, the wealth of information leaves too much room for guessing – patients can easily underestimate a medical condition, and too often they lean toward inaccurate and scary data. This is confirmed by research conducted by the Hong Kong University of Science and Technology, which reveals that the less familiar you are with the patient and the condition (meaning being diagnosed by someone besides a search engine and your own queries), the better the chance you have at finding out what’s really wrong.

“I encourage patients to go online and inform themselves about their medical conditions.  Patients deserve to be well-informed, and the transparency of the Internet allows them access to information that used to be gated by a provider,” according to Pho. “The problem, as previously mentioned, is the quality of the information on the Web. There’s too much information available. Physicians need to act as curators of that information, and help patients sort out what’s helpful and what’s not.”  

The middle ground and the bottom line: social media and healthcare can go hand in hand

“Social media isn’t always a secure forum; there’s no way to confirm whether the person on the other end is a legitimate patient or physician,” Pho says. Most hospitals and medical institutions provide healthcare social media policies for their physicians and staff, and as long as these guidelines are respected, social media is a great tool to bring patients and doctors together. 

The problem arises when patients tend to believe that they have the worst diagnosis out of the many possibilities and create unnecessary anxiety within themselves.”

Patients should use this same compromising policy as well. “I don’t mind informed and well educated patients at all,” says Dr. Amit Malhotra, M.D. of Smart Health Technology. “The problem arises [when] patients tend to believe that they have the worst diagnosis out of the many possibilities and create unnecessary anxiety within themselves. It is important to educate yourself and then have a good conversation regarding your problem with your doctor [so he can] guide you through your problem and address your concerns.” Instead of looking up diagnoses, patients can use the Internet as a positive resource for ways to stay healthy and to research sites that provide credible health content. “Patients should ask, ‘who funds it?  Who’s writing that information?  Are there any commercial relationships?  Is there an agenda?’ As a rule of thumb, I recommend health information from ‘.gov’ websites, such as Medline Plus, or ‘.org’ websites that belong to hospitals or medical centers, like the Mayo Clinic,” Pho suggests.

According to Lee Aase, Mayo Clinic’s Director for Social Media, aside from posting general health information, it is also important to offer content that invites patient involvement. “We do a ‘Myth or Matter of Fact’ feature each week in connection with our Saturday radio program in which we post a frequently heard saying about a disease or condition, and then invite users to say whether they think the statement is true or whether it is a myth. We reveal the answer on the page after radio program airs,” Aase mentions.

The world today is technologically driven, and it’s in our best interest – whether you’re a physician catering to your patients’ queries or an individual seeking proper medical treatment – to keep up with these advancements, especially when it comes to accessing healthcare. But even the Internet needs to be taken with a grain of salt, and in the case of healthcare, it’s in everyone’s interest to proceed with caution and skepticism. 

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Intraemprendedores, la fuerza oculta y más desaprovechada de las organizaciones de salud

Intraemprendedores, la fuerza oculta y más desaprovechada de las organizaciones de salud | Healthy Advertising |
Los intraemprendedores: cómo motivarlos y aprovechar sus fortalezas: Uno de los temas más recurrentes en los últimos años es la famosa gestión del talento.

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Predicting Patient Behavior to Boost Healthcare Marketing

Predicting Patient Behavior to Boost Healthcare Marketing | Healthy Advertising |
Understanding and predicting patient behavior helps marketers develop accurate, effective messaging that clearly communicates the value and purpose of a product.

Via C. Todd Livengood
C. Todd Livengood's curator insight, June 13, 12:13 PM
Understanding the patient in this way enables the marketer to consistently deliver the correct content at the correct time; and ultimately boost patient satisfaction and positive outcomes.
Rescooped by Pere Florensa from Social Media and Healthcare!

The Impact of Social Media in Healthcare

The Impact of Social Media in Healthcare | Healthy Advertising |

What’s the first thing you do when you get sick? For many people, a cursory search through various online resources is the initial step in gathering information toward obtaining a diagnosis.  The internet places an infinite number of health-related resources at our fingertips, many of which are consumed through social media.

Presently, 74% of US internet users participate in social media, and of those users, 80% are searching for health information. The rapid adoption and prevalence of social media among internet users has allowed it to become an innovative and disruptive force within the healthcare field, potentially influencing the opinions and interactions of both patients and providers.

Before diving in to discuss the impact of social media in healthcare, let’s first define the term “social media.”  This article defines social media as follows:

“The term generally refers to Internet-based tools that allow individuals and communities to gather and communicate; to share information, ideas, personal messages, images, and other content; and, in some cases, to collaborate with other users in real time.”

This IMS Institute for Healthcare Informatics report [PDF], Engaging Patients through Social Media, further describes social media as encompassing a wide variety of online, interactive platforms that host user-generated content.  These can be blogs (like this one!), social/professional networking sites, virtual communities, wikis, or video-/image- sharing sites.

Impact on Patients

For patients, social media can be a valuable source of information or a dangerous source of misinformation. This article in the Health Informatics Journal describes a systematic review of how both video and text-based social media are used and perceived by patients.  The authors found that social media can support patient empowerment, engagement, and build communities, but since little is known about the quality of information circulating throughout social media, there’s always a risk of it being incorrect or misleading.

Wired magazine recently provided a specific example of social media’s impact on healthcare through “patient influencers.” The article describes how many of those diagnosed with a chronic disease have taken to social media to provide insights and give a voice to their condition. However, while social media provides patient influencers and patients with a virtual community to share their concerns and experiences, there’s no oversight, and no guards against potential conflicts of interest.

Impact on Providers

Social media can also serve as a useful tool for providers, not only for professional networking and information sharing, but for patient education as well. An exploratory survey of 17 physicians (76% of whom were bloggers) identified the benefits of social media involvement,  including career advancement and staying up-to-date on the latest literature. Barriers included lack of institutional support, employer backlash, unfamiliarity with technology, time requirements, and the fear of saying something wrong.

Some providers see social media as a source of low-cost health information for themselves and an opportunity for community outreach. In another survey involving 485 physicians, 24% reported using social media at least once a day to look for medical information and 60% said social media enhances the quality of care they provide.

On the other hand, the use of social media does not come without risks for providers. Healthcare providers are responsible for protecting the privacy of patient information and HIPAA regulations govern patient-provider electronic communications.  Additionally, providers must consider legal and ethical issues associated with using social media for patient care purposes.

Impact on Patient-Provider Interactions

Social media can also affect patient-provider relationships by facilitating communication outside of the traditional office setting. One study focusing on adolescents with psychiatric illnesses indicated that social media allows for a less anxiety-provoking mode of communication (than face-to-face), constant access to providers, and more consistent monitoring. Furthermore, patients are using social media sites like Yelp to find and rate physicians and post detailed accounts of their interactions.

As social media plays a larger role in healthcare, how will patients, providers, and the overall healthcare industry adapt? Stay tuned!

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According to Edelman, 80% of People Think #Pharma Puts Profits Ahead of People

According to Edelman, 80% of People Think #Pharma Puts Profits Ahead of People | Healthy Advertising |

The 2017 Edelman Trust Barometer paints a sobering picture of the state of trust around the world…[but] the healthcare industry is making slow but steady progress. Trust in healthcare, as well as in all five subsectors of healthcare we study (pharmaceutical/drug companies, consumer health/over the counter, biotech/life sciences, insurance and hospitals/clinics), is actually on the rise, gaining momentum from last year and reversing a backwards trend we saw last year for pharma (globally and in the U.S.) and biotech (in the U.S. only).


Pharma may be up four points in the U.S., but that gives it a score of just 51, squeaking into the “neutral” range by only one point.


[Meanwhile: “Pharma Industry Reputation Hits 7-Year Low According to Harris Poll”; This poll finds only 29% of U.S. consumers think “positively” of the pharma industry.]


Pharma in particular continues to face headwinds, with the Trust Barometer showing that globally:


Approximately 8 in 10 people (82 percent) believe the government needs to do more to regulate the pharmaceutical industry; and8 in 10 people (80 percent) believe that the pharmaceutical industry puts profits over people.


Further Reading:

“Pharma’s Rep Among Patient Groups Sinks to Near Historical Lows”;
Via Pharma Guy
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HCPs still look to email, welcome patient materials | Klick Health

A survey of 787 physicians, nurse practitioners, and physician assistants looked into how they prefer to communicate. Not surprisingly, email came ou
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(Empathic Healthcare) The Future of Health is Empathy  

(Empathic Healthcare) The Future of Health is Empathy   | Healthy Advertising |

Dr. Adrienne Boissy is Chief Experience Officer at the Cleveland Clinic, host of the 8th Annual Patient Experience Summit taking place May 22–24.


The Cleveland Clinic Empathy video that came out in 2013 not only went viral — it brought tears to the eyes of stoics and cynics alike. Just under 4 ½ minutes long, the video does something radically simple — captures the internal thoughts and fears of patients and caregivers in a hospital setting. Its power lingers.

But interestingly, the video wasn’t actually intended for consumers — it was created by the Cleveland Clinic to encourage its over 40,000 employees to be more empathetic. Did it succeed? Maybe — but what it most certainly did do was push the concept of empathy to the fore in the debate about healthcare and quality.


Via Edwin Rutsch
Marc Kneepkens's curator insight, May 10, 6:21 PM

Powerful video clip: "look through their eyes"...

Rescooped by Pere Florensa from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing!

Is social media right for pharma?

Is social media right for pharma? | Healthy Advertising |

KEY TAKEAWAY: GWI Social examined the very latest figures for social media engagement, social behaviors and trends within the social space.  Among the key findings…filling up spare time is the main reason for using social media among 16-24s, while older groups see these platforms as a way to keep up with friends and the news.  But is social media right for pharma?

Almost every internet user can now be reached via social media – 94% of digital consumers aged 16-64 say they have an account on at least one social platform and 98% have visited/used one within the last month.  So then, is social media a channel for pharma to reach patients?

Pfizer is using Facebook as an ad platform, but are men really going to click on the ad because Viagra now comes in individual dosage envelopes?

Facebook has become a media rich RSS feed with users following interests and participating in social media activism via the share button.  We can easily express outrage by simply sharing content we agree with but as facebook seems to know where we have been on the web and what we have done will “suggested post” health content become too intrusive?

In research, earlier this year, a lot of older facebook users were surprised to have suggested content appear in their facebook feed.  A number of older women said they were offended and shocked that facebook seemed to know what health content they were researching online.

So is social media right for pharma?  In some cases, yes.  At a minimum pharma should be listening to what patients are saying about their product as well as competitors’ products and using the input for content that addresses questions/concerns.

As for advertising on social media there are opportunities, but rather than advertise “single packs” perhaps Pfizer would do better to talk about men’s health as a way to engage the social media audience.

Via Plus91, Lionel Reichardt / le Pharmageek, eMedToday
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Rare Disease and Social Media: Making Connections

Rare Disease and Social Media: Making Connections | Healthy Advertising |

Keeping illness, pain and suffering a secret for years is the reality for many people with rare diseases.  Now, on social media, they are writing about it, sharing the desperation and the hurt.  And they are finding each other in the process.

Joy Aldrich kept her diagnosis of Charcot-Marie-Tooth a secret from everyone (including her physician) for 33 years.1  Dawn Nellor, a patient with pulmonary sarcoidosis, describes one reason for this, “The behavior of past appointments with physicians…have numbed me to their raised eyebrows and the ‘look-away’ that represents disbelief.” 2  In a Forbes article about patients with rare disease, writer Judy Stone notes:  “A huge burden for patients with chronic pain and fatigue is being told that they are crazy.” 3  Katherine Meizel says in the 2017 Experts by Experience compilation, “The worst experience I’ve ever had — worse than the most debilitating symptom — was not being believed, over and over again, for decades.” 4


After hundreds of hours spent in the healthcare setting looking for answers, patients know when “the arms crossed and the chair rolls back that the doctor’s next questions will be, ‘Are you sure it’s not stress?’  ‘Do you exercise?’  ‘Are you on antidepressants?’  ‘Why don’t you see your psychiatrist or try a different medication?’” 2

Patients with rare diseases describe being disempowered over a period of years in the effort to get a diagnosis.  As Lisa Parker, a woman living with mitochondrial disease describes, “One doctor told me I was wasting everyone’s time and should see a shrink despite the many abnormal test results that would have been impossible to fake.  How could I be so sick when I looked so good?  I often feel like I have to keep proving I am really sick.” 4

Katherine Meizel, an assistant professor of ethnomusicology who has mast cell activation disorder writes, “You’re told your tests are fine, the pain couldn’t really be that bad, there are patients with real problems in the waiting room….If you cry in the office, it’s evidence that your emotional state is causing your fainting spells.  So you learn to smile and lie so they won’t send you to another psychiatrist, you learn to make the joke about white-coat syndrome first when your heart rate is 120 at your yearly physical, you learn to nod and agree when you hear, ‘Well, everyone gets tired.'” 4

Empowerment Through Connection

Beyond communicating treatment information and advice on healthcare social networks like Inspire, patients with rare diseases learn they are not alone.  “The outpouring of support I received gave me…confidence and empowerment,” Joy Aldrich said. 1

Inspire’s Rare Disease Communities have over 250,000 members across 2600 rare conditions.  With thousands of community discussions and private conversations, people affected by rare conditions are finding each other and have a voice.

Empowerment Through Participation in Research

Researchers are discovering that social media can be a boon in trying to connect with people with rare conditions.  In a recent study published in the journal Pediatrics, researchers spent a year using Facebook, Twitter and other mainstream social media platforms to locate and survey a group of 671 people  born with a single functional ventricle in their hearts who had undergone a special surgery. 4

Working with Inspire, researchers have experienced significantly shorter turnaround times than described in the Pediatrics study.  For example, Inspire conducted a survey in 2016 of members with tuberous sclerosis, a rare condition affecting between 25,000 and 40,000 people in the US.  In just 2 weeks, Inspire fielded 117 responses, 70 of which came in the first 24 hours.  In 2015, for patients within the same condition, Inspire obtained 100 completed surveys in 17.5 hours.

People with rare diseases are eager to connect with each other and with the research community to find answers to their conditions.  With Inspire, they are able to achieve these goals and, in doing so, experience a greater sense of empowerment and connection.

For some of the rare disease communities on Inspire, like Wilson’s disease or Sarcoidosis, the number of members have reached a relative critical mass that it can represent almost 40% of the statistical prevalence for the condition in the US.  The value of these rare disease communities goes beyond the support of market research.  For clinical studies or trials sponsors, finding research cohorts  earlier can significantly remove risk from clinical research projects by effectively reducing the time needed to find and qualify patients.

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