Healthy Advertising
3.5K views | +9 today
Scooped by Pere Florensa
onto Healthy Advertising!

Healthcare Marketing: Videos for Viral Engagement | HealthWorks Collective

Healthcare Marketing: Videos for Viral Engagement | HealthWorks Collective | Healthy Advertising |
Of the thousands of hospital or healthcare videos, few will ever “go viral.” But nearly all online videos that get big shares will be fueled by emotion.
Pere Florensa's insight:

 Las emociones ayudan a compartir contenido haciendo que llegue a mas personas, la fórmula que propone: Mira, Siente , Comparte suele funcionar, aunque no siempre!

Propone tres pasos:


-utilizar conductore emocionalesque hagan que la gente comparta

-Crear contenidos que lleguen al punto emocional correcto

Estas tácticas son acertadas, pero no existe la fórmula del éxito que asegure que nuestro contenido se convertirá en viral, como comenté en el blog:

COM SALUD's curator insight, November 21, 2013 11:31 AM

Como contamos en nuestro blog, los vídeos son una herramienta clave en la comunicación de salud, y pueden educar o desinformar: 

From around the web

Healthy Advertising
Health and pharma digital marketing agency
Curated by Pere Florensa
Your new post is loading...
Your new post is loading...
Scooped by Pere Florensa!

¿Quienes son los "Silver Surfers"?¿Tienen mejor salud?

¿Quienes son los "Silver Surfers"?¿Tienen mejor salud? | Healthy Advertising |
El término "Silver Surfer" no se refiere a ningún superhéroe, son las personas mayores que usan internet. Un estudio reciente desvela que son mas sanos.
No comment yet.
Scooped by Pere Florensa!

Algunas reflexiones sobre los fitness wearables

Algunas reflexiones sobre los fitness wearables | Healthy Advertising |
Recientemente he tenido la oportunidad de volver a probar algunos dispositivos desarrollados por Fitbit, marca con la que comenzó mi relación con el mundo de los llamados “fitness wearables” en mayo de 2012, y hoy me he encontrado con un artículo interesante en The Next Web titulado “How fitness apps and wearables can impact your performance at work“ que me ha resultado muy inspirador para hablar sobre algunas de mis conclusiones de algo más de dos años y medio de uso casi ininterrumpido. Si aña
No comment yet.
Rescooped by Pere Florensa from Content Marketing in Healthcare!

Social media use by hospitals depends on hospital characteristics [STUDY]

Social media use by hospitals depends on hospital characteristics [STUDY] | Healthy Advertising |
Which kinds of hospitals show the highest rates of social media activity?

Via C. Todd Livengood
C. Todd Livengood's curator insight, December 12, 1:40 PM

"Many US hospitals use social media, but the amount of activity on the various networks varies by each hospital's characteristics, according to a new study appearing in the Journal of Medical Internet Research."

Rescooped by Pere Florensa from Pharma & Medical Devices!

Does drug pricing reflect innovation? The evidence suggests not - and other 2015 biotech trends

Does drug pricing reflect innovation? The evidence suggests not - and other 2015 biotech trends | Healthy Advertising |
A rich new Credit Suisse report, "Global Biotechnology - An Outlook for 2015," was flush with cool data about trends in the biotech industry. The analysis lists out 10 key themes for 2015 - with drug pricing being among the more interesting themes.

Via Richard Meyer
No comment yet.
Rescooped by Pere Florensa from Health Care Social Media And Digital Health!

For doctors, social media should be like taking medicine

For doctors, social media should be like taking medicine | Healthy Advertising |

he Merriam-Webster dictionary defines social media as “forms of electronic communication (as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).” So, doctor, are you communicating with social media yet?


Barriers for doctor participation in social media

There is no shortage of barriers to physician participation in social media. Here are just a few:

Time (or lack of…). Many of us just do not feel we can add anything else into our lives between our careers and family. But let’s be honest. Do all of us really lack downtime where we could just flick through a feed and see what is what in our field?

Exposure. The Internet is huge and it usually acts as a beast with no master. Controlling what happens with whatever it is you post online is difficult. True. I cannot argue with that statement. All I could say is that it is much like staying home when everyone has gone to a party for fear of rejection. Online is where the party is today.

Confusion. For many practising physicians social media is something that happened sometime between med school and mid-career. There are so many options and so many new rules, that just getting a grasp of all this is not easy for everyone. If this is true for you, please read on.

Why should doctors partake in social media?

Patients and colleagues are there (even @VN_publishing, the very newspaper you are reading right now, is there). Social media is not a teen business anymore. More than 75% of people aged 18–49 have a social media presence and many of them use it daily or at least weekly. Furthermore, most people go online before making decisions (let’s be honest, that includes you and me).

Social media is a great learning tool. Many of us think of social media as the place where cats fall asleep in an awkward way (just point your browser to and search for “kitten falling asleep” if you do not know what I am talking about). But social media is so much more than that. Social media allows content providers to spread their knowledge to as many people who are willing to listen. That means you may be able to learn about the hottest topic at a conference you were not able to attend, as it is being discussed by the most prominent of thought leaders in your field.

Social media is a powerful change tool. Think “Arab spring”. Think “ALS ice bucket challenge”. Social media done properly is a way to get your ideas out there and promote change in ways that are important to you.

Web presence is a modern form of notoriety. This is perhaps the most obvious of them all. People will look you up online. That includes colleagues, employers and patients. So why not control what they find? It is much safer to fill the web with self-generated and self-verified content, than to let chance guide what is found about you.



A good place to start

So… now that you understand what social media is and why you may want to be part of it, here are a few tips that may help you get started.

Limit your exposure. Remember, every website has privacy setting. Make sure you understand who can find you and who can see what you write. Make sure you are happy with the way privacy settings are set up before you start using social media. I would even consider using a different online name for personal and professional social media sites (for example, I use ‘Angiologist’ as my online presence nickname, and my own name for my personal communications).

Think before you post. Remember, once you hit the “approve” button, whatever it was you wrote, stays on the Internet. Forever. Even if you delete it immediately after posting it. Forever.

Do not over think before you post. Okay. So we make mistakes. All of us say stupid things all the time. If we were so over cautious as to worry about everything that comes out of our mouths we could not live normal lives. It is often healthy to think about social media in a similar fashion. Still, remember: The same way some things are not adequate for the dinner table (politics etc), make sure not to cross those lines on the net.

For more information feel free to look me up at @Angiologist (on Twitter) or to write me through my website at, because direct communications is what social media is all about.

What you should be looking at...

Choose the right social media tool for what you want to achieve. Here are a few prominent examples:

If you want to show off your CV, LinkedIn ( is the place to go. It is a website directed at professionals which helps them showcase their capabilities and connect with peers. Another option would be ( which is geared more toward scientists and researchers.

For learning and staying constantly on top of professional updates, I would recommend Twitter ( Many think that Twitter requires sharing and communicating in short bursts of 140 characters. That is far from being true. Think of Twitter like you would of a news feed. Set up your Twitter account to follow those “news” providers that you find interesting. You will quickly learn that most “tweets” serve as headlines. To read more you usually click on an image or link. Thus, Twitter is not really limited to 140 characters. And no, you really do not need to participate actively in the discussion at all if you do not want to.

Other popular social media tools such as Facebook ( and Instagram ( can be used for professional communications; however, these are most commonly used for personal reasons. I would recommend that for social media beginners, it remains that way. I would also note that blogging should be attempted after some online experience has been gained.


- See more at:


Via Plus91, Giuseppe Fattori, Marie Ennis-O'Connor
No comment yet.
Rescooped by Pere Florensa from Social Media and Healthcare!

New Standards for Pharmaceutical Digital Marketing

New Standards for Pharmaceutical Digital Marketing | Healthy Advertising |

Concerns over the subtle nature of online pharmaceutical ads has prompted health community members to consider imposing new standards. Researchers from the University of Pennsylvania School of Medicine and the Leonard Davis Institute of Health Economics jointly published an article inThe New England Journal of Medicine (NEJM) earlier this month discussing the issue.

Their main point of contention lies in customized ads targeting doctors with the use of data from electronic health records, social media and health-related apps. They are worried that these ads are not transparent enough to inform the doctor that they are sponsored content. Being unaware of the ad-based nature of the content could lead to doctors’ decisions being improperly influenced, the article alleges.

The Changing Face of Pharmaceutical Marketing

Traditionally, direct marketing from the pharmaceutical industry consists of meetings, luncheons and sponsored lectures by opinion leaders. In other cases, physicians are offered promotional materials, gifts or research grants as a way to smooth relations between the two groups.

While these methods still persist, the percentage of marketing spending has begun to shift towards digital mediums. The NEJM article states that currently 25 percent of pharmaceutical marketing budgets are dedicated to digital technologies.

What they found most disconcerting in this trend is the exposure to the advertisements has shifted closer to the point of care. Many of the ad locations occur directly in conjunction with sources that a physician would consult for care advice.

Electronic Health Records

Marketing companies have begun to use anonymized data from electronic health records to determine patterns within treatments of certain conditions. While most EHR products are not in the business of selling data to outside parties, some have their structured their entire business model around it.

Software like Practice Fusion is available for free to physicians, with the contingency that anonymized versions of records will be sold to third parties to generate revenue. Marketing firms eagerly purchase this information to offer insight on how physicians choose particular treatments.

Social Media and Apps

Physicians using social media also offer an opportunity for targeted advertising. Banner ads and games have been by marketing firms on social media sites to attract the attention of physicians and encourage the use of their products.

Smartphone and browser apps have also been used to gather data and create marketing pitches to physicians. Apps like Epocrates are used to look up information on aspects like recommended dosages, medication compatibilities and insurance coverage percentages.

Users’ searches are monitored in order to determine common queries and pathways of treatment. This data is later used to create finely-tuned ads for physicians, often taking the guise of professional advice. These ads can be displayed directly in conjunction with information aiding treatment decisions.

A Call for Change

Because the paper claims that pervasive marketing has been “associated with over-diagnosis, overtreatment and overuse of brand-name medications,” the authors recommend a change in policy. Their suggested approach is three pronged:

Greater transparency with EMR, social media sites and apps about what data is being gathered and how it is utilizedCaution by the medical community in venues where they could be exposed to ads to prevent their decisions being inappropriately influencedOversight by professional societies to prevent the intrusion of marketing tools into patient visits or moments of care decisions


Via Plus91
No comment yet.
Rescooped by Pere Florensa from Social Media and Healthcare!

Can a Doctor Use Social Media Marketing to increase

Can a Doctor Use Social Media Marketing to increase | Healthy Advertising |

With doctors in canada social network sites, medical suppliers have many instruments at their disposal that will help you grow their agencies. Social networking webpages is definitely a formidable approach in the hands of persons who recognize how to influence it to the extensive possibilities. When social sites is misunderstood or misapplied, it can turn into a time basin where lots of hours and hours that might have been put in a bit more productively in various ways to build your organisation. For the reason that social media marketing is readily confusing, it will help to explain some of the sectors.

Something that makes it baffling is always that social media features words that others constantly take on they realize, like ‘networking’, however on the world of social sites, it has very different definitions.

Cultural Events and Marketing

With 128 zillion everyday people using the internet in the united states, the way that of hitting everyday people and becoming relevant to the requirements has evolved. This means the way that to do business venture has evolved in the process. People now consults their telephone for the most effective purchases on products and services. They are also using their cell phones in order to buy equipment. Modifications in how organization is done also has an effect on health-related.

Social Media Marketing supplies a number of methods that you choose to as being a doctor incorporate the use of to form what you are promoting. If you use sociable (entertaining) advertising, the type of business construction is different. Social networking web sites present an online tool for living with prospects. In previous years, the bond between a healthcare provider and prospects was limited by a great way connections covered with the healthcare professional. In the marketplace today, the medical patients connect back by means of Fb, e mail, twitting or some other assist, asking them questions and desire you as the doctor getting sensitive. As soon as you give very good provider, they could determine other people, when a service is devoid of, your popularity endures much quicker if they use social network sites.

In previous several years, any type of traffic generation consisted of postings sharing with to the company given and contact answers. They may even embark on marketing as a way to acquire their enterprise in the event that healthcare professional acquired public proficiency. In the past decades, marketing was comprised of signing up for small business marketing and advertising sets into the local community. Should they be in fact exciting, toastmasters, a healthcare professional in general joined the Holding chamber of Commerce, hometown pro band of their expertise, a profitable business group of people such as the lions or rotary or.

With social networks, the sectors that this wannabe healthcare professional joins have adjusted. Assured, it is possible to examples of old people made use of in earlier several years, that could be tried. Social network offers you additional solutions. There exist physician only web pages like, which might be a social websites place specialized in only doctors.

In other health related communities, skilled types the same as the Us citizen Subconscious Association and in addition the American citizen Relationship of Family group and Marriage Remedy have evolved their media channels activity. This allows the earlier skilled sectors to undertake a new spot for a match online.

Besides individuals communities, there are actually organizations on web 2 . 0 spots, themselves. LinkedIn has numerous premium groups on its internet page, as does Facebook . com. These communities be different by area of expertise. You can get people ononcology and melancholy, doctor assist, and so forth. These sorts of groups typically offer you community forums which you could look at matters of priority to personally as a healthcare provider. I remember a recently available active topic concerning the being on Sensual Addictions on LinkedIn, the place where healthcare professionals handled the condition from many excellent viewpoints. These offer you a setting to know the most current documents and in which to stay touch with colleagues.

These groups give you a discussion board whereby healthcare professional get in touch and encounter with other people featuring very much the same interests. This is often a new use of unwanted design social network sites. The marketing that came about at month to month or per year get togethers is now around day after day. Meetings and romance continue on outstanding a fundamental important for a healthcare professional to improve in constructing their internet business.

The Most Recent Network and New Obstacles

Social networking is evolving the effective use of the phrase ‘networking’ in new procedures. With social network sites, the doctor is involved in the ultra-modern dimension if you should work with enjoyable media. In previous decades, making a procedure concerned the employment of stationary marketing. With social bookmarking, the relationship regarding the doctor and buyer becomes enjoyable. It is no longer one of many ways while using the doctor showing consumers that they are the skilled also, the sufferer has to settle for that. Now the open conversations back to you, looking for proof your know-how, nurturing and empathy. In earlier times, you can get off with only ‘being the healthcare professional’. In the age of social network, they would like to know a thing about Doctor. Nara, or Jack the specialist.

On the new application of ‘networking’ just like connection together with the prospect, healthcare professionals are usually in new sport. The people now make inquiries and communicate with them in an platform the place that the healthcare provider is not actually the main one in control. The doctor and therefore the prospects now talk about master. Potential customers now seek advice and embark on friendly connections that did not can be found a decade in the past. With social websites, the possible prospect is strengthened.They do know even more and want over they managed to do a decade back.

With social networks, today’s subjects in many instances personal-make out prior witnessing the healthcare professional. Within a understand 81% of respondents established that they expect to search for aide via the web, particularly healthcare assistance. Because of this everyone will most likely websites, as well as its social network regarding medical care make it possible to inclusive of personal-detection. Within a up to date learn 47% of people trying to find medical related details also undertaken self-diagnoses. This process has grown so common, you can find a inclination to make reference to Doctor. Yahoo and google. The general public may not be confirming the veracity of real information they attain. That is probably considerable worries relevant to this info is.

Not simply may be the community exploring the world-wide-web wanting service, they usually are diagnosing their selves within the detail they have access to. Dr. Bryan Varabedian announced “Facts are this new third party into the assessment home”. (Doctor. Varabedian maintains a blogging site taking care of the convergence of interpersonal media channels and medical science.) Healthcare solutions generating their organisation now have to deal with sufferers applying and having more details.Among the information is good, and some is absolutely not from tested suppliers. A further nightmare is when medical patients have enough smart help and advice however they are working with it inside an unorthodox process.

With clientele figuring out considerably more, they have started to self-analyze their delivering troubles or disorders.The whole thought of people daring to personal-analyze is seen as terrifying by some healthcare professionals. In The state of texas, a physician’s group of people has accused of the Chiropractors, podiatrists and household therapists because they dared to diagnose visitors. This is a far weep from Pennsylvania, exactly where all 277 of University or college of Pittsburgh Specialized medical Middle (UPMC) sent out e-e-mails, selling online digital place requests. In this assert, some clientele obtain a verdict without visiting a healthcare professional (or any doctor) face-to-face and maybe even speaking with a single on the phone. It stays to be seen how people healthcare professionals will reply to sufferers detecting independently. Today’s social sites clever medical patients also demonstrate with additional information and facts and request many more notified requests than former several years. Healthcare professionals now must be put together to face this challenge of affected individuals using a seasoned speech inside their medical care judgments. The affected individuals today do not forever go in combination with healthcare possibilities, just influenced by your statement. They might also compare and contrast your information in what they get on the internet. Therefore the doctor would need to provide you with good information and along with the next designs and trends inside their industry.

The suggestions of canadian dental directory men and women in medical preferences has fabulous capabilities in restoring the quality of healthcare. Through the help of social media marketing, the clients are not only allowing up to date alternatives, they will be communicating out. With clients employing a voice, the health care agencies who take notice of their voices and react should be viewed as the qualified. Once they want their business enterprise to thrive, so medical should become more responsive to affected individuals all round.

Future people should also find out about their health care providers. When clients are commonly restricted in regards to who the sufferer can easily see, should the people have some pick, they sometimes have enquiries and would like to communicate with the supplier. Social network sites supplies a way to be able to “get the hang of” their healthcare provider. Suppliers that how to use web 2 . 0 in dealing with sufferers is going to be before their competition. People solutions will also need to construct put together “social networking procedures” in working with the subjects. Health care solutions by making use of social networking should be crystal clear regarding the restrictions between itself and potential clients, specifying what important info they should have about his or her self along with their availability.

In utilizing the latest social networking, the population is heading to Twitter or Search engines to seek out service preceding they visit the classifieds. It means that health care providers who do not possess a social bookmarking occurrence will be successfully passed about. They will not by known to be by possibility individuals which have been seeking out health care.

The need for Social Network

When untold numbers of folks use social media sites, those people health related solutions who pick out never to be a part of it by doing exercises ‘social press abstinence’ are passing up on the modifying method that men or women interact. Medical professionals who decide to refrain from sociable web sites entirely are crippling their own self. Consumers are now using them broadly. Irrespective of whether in using their computers or cell phones, or both of them, it can be a certainty. Social websites has evolved exactly how individuals socialize in the marketplace.

Dr. Ross Speck, who analyzed social networking sites back in the 1970’s noticed the modifications heading. In the event the psychotherapist would be to conserve a restoration link with individuals in this problem [sociable changes]-if he is going to be of value in relieving misery-he needs to innovate”, he explained, “. Nevertheless Doctor. Speck’s remarks happened to be aimed at psychotherapists, it includes system to any doctor in practice soon. It is always turning out to be essential for health related services to know how to use social network, or hire someone for the children who does.

Dr. Ken Cohn MD, has witnessed the importance of the popular press and healthcare practice. He quite often handles this field. “…considering medical professional leaders in the subsequent two years will control forms of consideration shipping and delivery for the following twenty five years”, he sees the time period for healthcare companies to behave on social websites currently is.

Social network sites is also a way for an wannabe healthcare professional to contest with much larger rivalry, whether it be utilizing individuals health-related, posting or talking. Applying web 2 . 0 purges the dimensions advantage that some exploit in presenting medical care.

Doctor. Ken Cohn who may have pioneered collaborative career approximately medical practitioners, medical centers and sufferers provides the newest multimedia to give the content of his try to other individuals. In promoting his e-book, “I see social websites being a fantastic equalizer.” He has found social websites expand the standard of maintain clinics. They have also viewed how he, with his make a reservation for could tackle greater web publishers while using social media marketing.

Social networks also makes it possible for the small human being only starting out to establish a name for themselves. A very sensitive healthcare professional can establish a good name for theirselves with all the common public as compared with invariably trying to be determined by the ability broker agents of well established techniques.

Cultural online websites are is changing health related, most notably how health care companies assemble their observe. It corrections how customers find them, connect with them, and companies are shipped. Moreover it enhancements the way health related vendors can locate potential individuals. Discovering how to master use web 2 . 0 is vital for all the healthcare professional desperate to create their small business in today’s social networks saturated customs.

Social Network Resources

The instant you as a good healthcare provider possesses a social sites guidelines, you need to use the various tools that can be found. Beneath are the social network sites possibilities and tools and equipment they could be employed by a doctor in structure their business enterprise.

Twitter: Myspace often is the widest community industry. With boosting rate, people hunt Facebook or twitter with regard to their expectations. You will get sector article to build knowledge of your business. In an attempt to stay relevant, given the size of Facebook or myspace, it is important the fact that the healthcare provider make use of a website.

LinkedIn: This sociable web-site lets medical professionals to network to many other individuals. 80% of small enterprises in just one 2011 review insider report by making use of LinkedIn. Aquiring a report will permitted other types know that you are running a business and cause valuable business enterprise qualified prospects. Making a sector often involves joints ventures. LinkedIn is a method to track down future lovers for joints ventures.

Tweets: This excellent website creates a console to help keep professionals educated of “what is going on”. The population in many cases prefers to learn about what is actually new. Having them advised in order to incidents and new materials coming out. In the usa, 13% through the population on the internet use bebo.

Digg: This reports location could be used to make a sticking to for health-related professionals.

Yahoo and google: While not in general seen as a social networking, it offers a multitude of processes that entail social networking interactions. Here is where persons seek for products. Obtaining a good quality The search engines search engine ranking produce a improvement in your particular work awareness.

As soon as a healthcare provider has visibility, they will likely need to use internet marketing in getting together with their prospective clients.

The healthcare provider make use of these tools for announcements, person training, resolving on a regular basis inquired about important questions, addressing popular health related worries, and health related ideas that will be appealing to them.

Summary of the way you use social sites

To summarize how a healthcare professional incorporate the use of cultural web-sites to make their firm here stairways may possibly be acquired:

1. System with masters and others through the local community.

2. Supply good client related information. Develop into a reference. Including, for everybody who is a chiropractic specialist, you may jot down a few well written articles, blog articles, and so forth. on practice, overall healthiness dining, guidelines on how to elevate substantial tons, or anything else. With every story, it may well improve your expertise in your eye area of prospective customers.

3. Possess written and published social network plan, then use social network sites to promote your companies.

4. Socialize on public online sites relevant to problems and doubts. Be ready to respond problems and then make all by yourself obtainable on websites like these. They are utilized to post attention-grabbingstories and training videos, and many others.

5. Find out how to use cultural web pages thus to their maximum probable. Social networking has many alternatives. You can still setup a blogtalk fm radio present, have constant events exclusively on your own Youtube . com station, have booklet club on LibraryThing. You could be very little only on your very own resourceful imagination in contacting valued clients and give good quality person good care.

6. Allow group know that you are readily available on personal online websites. Incorporate your tweets home address. Additionally, Facebook or myspace new york doctors directorycompany logo against your marketing and advertising.

Via Plus91
No comment yet.
Rescooped by Pere Florensa from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing!

Novartis’ mobile health strategy poised to move from tracking to virtual care

Novartis’ mobile health strategy poised to move from tracking to virtual care | Healthy Advertising |
While Novartis’ recent partnership with Google and its longtime relationship with Proteus have indicated that the pharma company has an interest in digital health, a page on the company’s website, added this summer, lays out its broad vision and explicit interest in mobile health specifically. The company even has a mobile health strategy lead, Michele Angelaccio, who holds the title of Associate Director US Mobile Health Strategy at Novartis Pharmaceuticals.

Via Beeyond, dbtmobile, eMedToday
No comment yet.
Rescooped by Pere Florensa from 4- PATIENT EMPOWERMENT & E-PATIENT by PHARMAGEEK!

Infographic: Today's Digital Patient

Infographic: Today's Digital Patient | Healthy Advertising |
The digital patient is here. From pre-screening potential doctors to viewing their treatment information and tracking their fitness/health data, the digital patient is increasingly embracing mobile health to improve their well-being. Check out the latest infographic from CDW Healthcare to learn about the right of the digital patient.

Via ET Russell, eMedToday, Philippe Marchal/Pharma Hub, Gilles Jourquin, Lionel Reichardt / le Pharmageek
ET Russell's curator insight, December 7, 2:13 PM

Via @NewVisionsOne

Denise Silber's curator insight, December 11, 1:40 AM

This infographic is in fact an ad for the company that published it but it has interesting stats.

Sigalon's curator insight, December 13, 9:52 AM

See also:

Rescooped by Pere Florensa from Usal - MediNews!

FDA and Social Media: Impact on Perscription Drug Advertising

FDA and Social Media: Impact on Perscription Drug Advertising | Healthy Advertising |

Studies have shown that 60% of Americans turn to the internet for medical advice. It’s obvious how social media naturally seems like another method pharmaceutical companies can quickly and easily advertise to consumers. Are pharmaceutical companies alone in trying to tap into our unconscious? Would you be surprised if I told you that you could be inadvertently perpetuating such behavior?  

By: Austin Chaing, MD.

The US is one of the few countries that permits direct-to-consumer advertising of pharmaceuticals. We’ve all see the ads that ramble on about all the potential risks and side effects associated with various medications. No doubt you’ve probably been bombarded with flashy sidebars on the internet promoting one medication or another — some creepily relevant to our own medical conditions. As social media became a part of life for many of us, pharmaceutical companies were quickly to exploit the medium. Platforms like Twitter are free to operate and far-reaching. Only until recently has there been a greater effort to regulate the content being disseminated to the public.

In this day and age, Big Pharma might not be quite as cavalier as you might expect. A quick search on Twitter says it all. Almost every major drug company has a verified Twitter account. While companies are generous in providing general medical knowledge or the update here or there that says the company is actively researching condition X, seldom do you find anything plugging a specific product.

Direct-to-consumer advertising on social media has revealed many challenges. Sometimes 140 characters simply isn’t enough to convey all the benefits let alone the black box warnings a drug may possess. The “Twitterverse” is an international community, and messages applicable to one population could wrongfully passed on to another. Some medications banned by one country may be promoted by individuals and corporations of another country. In fact, Glaxo Smith-Kline and AstraZeneca reportedly have disclaimers on their Facebook sites saying that information is “intended for US residents/consumers only.” 

But how often are pharmaceutical companies really harping on their own products on Twitter? More likely than not, individuals are weighing in with their micro-reviews on Twitter. Some would argue that these posts could impact consumers. Bad experiences often motivate people to say something. What about the positive reviews? Who is really behind the tweets gushing about Medication XYZ? 

So far, individuals aren’t being held accountable for claims they make. Should the FDA as individuals to report their disclosures? Should the FDA be verifying all social media posts that mention a drug? Something tells me there no room in the FDA budget for this. Others would go as far as to argue that this violates the first amendment.

In June 2014, the FDA released suggested guidelines to regulate social media posts by drug companies. (Click on blue text for link) Essentially for every post claiming benefit of a certain medication, the FDA is demanding equal reporting of risks and a link to more information to go with it. Sounds impossible to squeeze all that into 140 characters, and perhaps it these guidelines were meant to deter drug companies from using social media altogether to promote their products.

Let’s take a step back to ask ourselves a few questions:

Do you think the FDA is being fair to drug companies, or should we be hearing about the risks/benefits of toilet paper or have the nutrition facts be mandated for a tweet promoting candy bars? Do you think such regulations are resulting in adverse effects by deterring some individuals from learning about some medications? As mentioned earlier, should individuals be subjected to the same rules? Should all our tweets be regulated as potential advertisement for whichever product is mentioned?


Via Plus91, Pharmacomptoir / Corinne Thuderoz, Lionel Reichardt / le Pharmageek, Usalbiomedica
Erika Kettlewell's curator insight, December 4, 3:26 AM

This is a very interesting article about how social media does not have the regulation laws that traditional advertising has in place. Living in Canada where the pharmaceutical companies are not allowed to advertise, we do not have the pushy ads on TV unless we are viewing an American channel.  What I find most note worthy is the fact that I can go onto Twitter and find any pharmaceutical company and read minimal information in a 140 characters or less. That is not giving me the proper information and also is something that needs to be taking into consideration. The majority of countries do not allow these types of ads but using social media these "posts" can be viewed from anywhere in the world. In a lot of ways it is a smart marketing tool until further laws and regulations get put into place but it does not however educate consumers fully of the benefits or potential risks of the medication.

Scooped by Pere Florensa!

¿Podemos luchar contra el Doctor Google?

¿Podemos luchar contra el Doctor Google? | Healthy Advertising |
"Don't Google it" es la campaña de concienciación que se ha hecho para intentar que la gente cuando identifique los síntomas, lo haga en fuentes fiables.
No comment yet.
Scooped by Pere Florensa!

Is There More to Instagram then Celebrity Selfies? How Healthcare Can Utilize the Social Media Channel

Is There More to Instagram then Celebrity Selfies? How Healthcare Can Utilize the Social Media Channel | Healthy Advertising |
As more medical practices look to participate on social media channels, is there a place for Instagram in your social media strategy?
No comment yet.
Scooped by Pere Florensa!

15 tendencias de salud digital que se confirmarán en 2015

15 tendencias de salud digital que se confirmarán en 2015 | Healthy Advertising |
Las 15 tendencias que predijo el libro e-Patient 2015 hace un año se van afianzando. El escenario en 2015 sin duda será cómo el que describieron los autores
No comment yet.
Rescooped by Pere Florensa from Social Media and Healthcare!

How Social Media Is Transforming the Physician Communications Landscape

How Social Media Is Transforming the Physician Communications Landscape | Healthy Advertising |

Medical advances are happening at a seemingly break neck speed. Technology has greatly eased many tasks in our daily lives at work, at home and socially. It has also made it more difficult in some aspects. There is more we need to learn and know how to use. This is true for everyone but especially physicians. Not only are new technologies being developed in the practice of medicine, such as robotics and nanotechnologies, but in the more mundane aspects of how we communicate with each other and with our patients. The population is aging and suffering more complicated diseases. Our knowledge of these diseases has grown exponentially, as well as the treatment options available. It has never been more important to be able to communicate with other physicians and to get information out that is easily accessible for patients to learn about their disease processes and become advocates for themselves. Yet, 44% of physicians do not use social media at work and 60% use it for personal use only.
While it has been estimated that 90% of all adults in this country are using social media, 29% of doctors do not use it at all. Less than 30% use it for keeping up with medical news and/or interacting with peers. One of the reasons 23% of doctors cite for not using it is that they are not familiar with it. Other reasons include privacy concerns, time constraints, liability issues and the belief that there is no value in it. Another big concern for physicians is HIPAA concerns and there have been cases where doctors have gotten into trouble for this. Doctors are obviously lagging behind other fields in the use of social media. But, more and more doctors are finding the benefits of using these tools in medicine.
What are the benefits of using social media for physicians?
1. Clinical collaboration: Doctors are now able to communicate through social media channels. In earlier times, if we would want to get the opinion or help of a colleague, we would resort to attempting to contact them by phone or sending a written request. Social media has revolutionized the ways doctors can communicate with each other. Now we able to crowd source. We can get more opinions in less time. Our colleagues are much more easily accessible and it can be done in real-time while we are treating a patient. We can use advanced technology to share things such as digital x-rays. These goals can be accomplished on various social media channels. Twitter is one example but it is sometimes hard to tweet to the doctors you need the information from. The best way to truly crowd source among colleagues is through online communities. You can share information in physician only communities that are not accessible to the public. Perhaps the best in this regards is Sermo ( ) because it is truly HIPAA compliant in that not only are the patients anonymous, the doctors are as well. It would be nearly impossible to trace a certain case back to a specific patient. Yet only 29% of doctors are using online physician communities

2. Disseminating information for patients: A big task for doctors is educating our patients. We do this by giving written advice and handing out patient educational materials from various sources. Now, providing patients with educational materials is much easier. We can give them links to various websites that we feel beneficial. And we can disseminate general medical information through various channels: twitter, Facebook and blogging are good examples. There may be a day that it is reasonable for a doctor to communicate with their patients through social media platforms. However, at this stage, HIPAA greatly limits what we can do in this regards. But, we can direct a patient to a particular post we blogged or tweeted in order for them to get a greater understanding of their circumstances.

3. Medical Education Between Physicians: As physicians, our learning and studying never ends. We are required to get so many CME hours by our licensing boards. But, we also need to stay abreast of changes happening in our respective fields. We have been attending live events for ages. We can now attend teleconferences and webinars. Again, social media has changed the landscape in this regards. We now can have twitter chats amongst trusted colleagues around certain medical topics. And we can learn the latest medical news on social media sites such as twitter and Facebook. Great examples of this are the recent twitter chats about the outbreak of Ebola in Western Africa. The CDC tweeted the most updated information and told providers here in the US how to be prepared. This would have been much more difficult in previous years. Now, we have it all available in one place with not much effort to find it. Also, research studies can be spread through social media. Groundbreaking studies and changes in treatment guidelines can be spread to those who need to know in a much more efficient way than hoping physicians happen on the information. Announcements for webinars and other educational events can be announced through social media, drawing in more attendees and making it a much more rewarding educational experience.

4. Building connections: The days of handing out business cards are over. We are no longer only connected to our colleagues and others at the hospital we work at. We can now connect with doctors and others all across the globe. This is made possible in many different platforms: twitter, LinkedIn, Facebook. They all have their own intricacies of how connections are made possible. But, this increased connectivity has the potential to change healthcare around the world. We can share medical information with doctors in other countries. We can learn treatment nuances from those same doctors that we may not have known otherwise.

Social media is truly transforming the way healthcare communications are happening. Many doctors are slow to pick up on this very valuable tool and soon will be lost in the system unless they join this modern intercommunication landscape, a landscape that is flourishing before our very eyes.


Via Plus91
No comment yet.
Rescooped by Pere Florensa from Salud Publica!

Las 50 mejores Apps de Salud - Informe TAD

Un informe que desglosa las 50 mejores Apps de salud en Español

Via Mariano Fernandez S.
No comment yet.
Rescooped by Pere Florensa from 2- HEALTHCARE SOCIAL MEDIA by PHARMAGEEK!

Social Media Monitoring for Pharma Engage with key influencers & opinion leaders

Social Media Monitoring for Pharma Engage with key influencers & opinion leaders | Healthy Advertising |
Social Media Monitoring for Pharma Engage with key influencers & opinion leaders

Via Lionel Reichardt / le Pharmageek
No comment yet.
Rescooped by Pere Florensa from New pharma!

Different healthcare systems influence marketing practices by pharmaceutical companies

Different healthcare systems influence marketing practices by pharmaceutical companies | Healthy Advertising |

Countries have different healthcare systems to provide access to medical services and prescription medications for their citizens. The healthcare system model determines access to basic care, compensation for medical professionals and how fast innovative new drugs are available from medical providers. The way healthcare systems influence the marketing practices of pharmaceutical companies is explored by comparing the healthcare systems of the United States (US), United Kingdom (UK), Germany and Poland.In this article, George Sillup and Marta Makowska compare the healthcare systems in the US, UK, Germany and Poland. They explore the different ways in which these systems influence the marketing practices of pharmaceutical companies. ...

Via rob halkes
rob halkes's curator insight, December 14, 7:26 AM

That's why it is so "d...." necessary for pharma companys to learn how to differentiate their market approach to different countries with different health care systems, decision making structures and reimbursement rules.

Lots of Pharma companies have been thinking that new procedures of market access would do the needed trick.  -   They must have learned by now, that this is not the only thing. ..

We have been publishing about it already in 2009, see here

Rescooped by Pere Florensa from Social Media and Healthcare!

Why You Should Make Your Digital Footprint Social

Why You Should Make Your Digital Footprint Social | Healthy Advertising |

Establishing a digital presence is rapidly becoming a necessity for healthcare professionals, medical practices, and institutions. Yet something that often gets obscured in the discussion is the fact that at its heart, digital media is about people.

As such, it’s about relationships, and it’s about communication, and increasingly, your digital footprint means educating, engaging, and growing your audience.

When you do this in a way that authentically reflects you and your interests, you can improve outcomes, compliance, and potentially even the bottom line of your practice. This is because the more existing and future patients trust and connect with you online, the more quickly they’ll reach out with questions or problems, and the more frequently they’ll have access to the kinds of tools and support you can offer (both directly and through your social feed) to help them get and stay healthy.

Take Facebook, for instance. Currently, 85 percent of Americans log into their accounts every day. It’s become our virtual water cooler, playground, and coffee shop. Increasingly, too, it’s turning into our virtual MD waiting room: One in five patients in the US now looks to Facebook for healthcare information.

That probably isn’t terribly surprising: Social networking and digital technology enables individuals, physicians, hospitals, and patients to create online profiles and connect with one another. Perhaps most relevant to physicians and healthcare professionals here is the fact that many patients are researching providers and their respective institutions – from ratingsto what others have to say in advance of booking an appointment.

But what sometimes gets obscured is that patients are also looking at what you have to say, specifically the message or image you portray through your profiles and your communication. Are you competent? Are you conscientious? Most importantly, do you seem to care?

All too often, those of us in the healthcare industry don’t think about the interactive angle of social media – the part that makes it social in the purest sense. Our ongoing training and day-to-day encounters with patients give each of us an enormous repository of knowledge and experience. Why not share that with a wider audience? And rather than go at it alone – a task that can sometimes feel like talking into an empty room – why not do it with the leadership, guidance, and best practice examples of other physicians?

So here’s my question: Are you empowering your patients and colleagues to engage and connect with you?


Via Plus91
No comment yet.
Scooped by Pere Florensa!

10 Digital Health Trends Over The Next 20 Years - BIONICLY

10 Digital Health Trends Over The Next 20 Years - BIONICLY | Healthy Advertising |
The Digital Health Revolution is upon us. Here are the ten trends that will impact each and everyone of us in the coming years to help us live healthier, stronger and smarter lives, for longer.
No comment yet.
Rescooped by Pere Florensa from Hospitals: Trends in Branding and Marketing!

Live-Tweeting A Health Event (Infographic)

Live-Tweeting A Health Event (Infographic) | Healthy Advertising |

Live-tweeting is a way of engaging your Twitter followers by sending updates about an event as it occurs. Live-tweeters use the hashtag relevant to the event they are tweeting about which can be located on the conference’s website or Twitter profile. Twitter followers who cannot be at the event in person can follow along using the hashtag and this in turn expands the reach of the conference.  Furthermore, live-tweeting is a means of amplifying the conference experience, generating international engagement and global reach and stimulating collaborative potential.

Via Marie Ennis-O'Connor, COUCH. , eMedToday
No comment yet.
Scooped by Pere Florensa!

5 parejas inseparables… del marketing digital

5 parejas inseparables… del marketing digital | Healthy Advertising |
Batman y Robin, Tintín y Milú, el Gordo y el Flaco… hay parejas que sólo tienen sentido cuando van juntas. En el marketing digital pasa algo parecido.
No comment yet.
Rescooped by Pere Florensa from Santé numérique!

5 things patients want pharma to understand about the patient experience

5 things patients want pharma to understand about the patient experience | Healthy Advertising |
When you have a panel of patient advocates and an audience of pharmaceutical industry folks, I usually expect there to be a certain amount of tension. But there’s something to...

Via Celine Sportisse, Denis Granger
No comment yet.
Scooped by Pere Florensa!

Las 15 campañas más creativas contra el SIDA

Las 15 campañas más creativas contra el SIDA | Healthy Advertising |
Para celebrar el Día Mundial de la Lucha Contra el Sida, hemos recogido algunas campañas de concienciación sobre la protección frente a la enfermedad.
No comment yet.
Scooped by Pere Florensa!

ePharma Summit: Digital Pharmaceutical Marketing Growth Requires New Industry Standards

ePharma Summit: Digital Pharmaceutical Marketing Growth Requires New Industry Standards | Healthy Advertising |
According to the piece, anonymized EHRs provide pharma companies with patient information and insight about why physicians choose certain treatments. Therefore, EHRs can be used for direct marketing to physicians through banner ads, sponsored clinical resources and much more. “Unlike traditional forms of advertising, digital technologies enable tailoring of advertisements to individual physicians on the basis of data from clinical encounters,” the authors wrote.

Additionally, social media platforms that are restricted to physicians are way for companies to reach out, using marketing tactics like sponsored discussion forums. Also, mobile applications allow companies to market to physicians, using data that tracks the type of information physicians are looking up and targeting sponsored alerts accordingly.

“Traditional marketing, including visits by sales representatives, gifts to physicians and lectures by opinion leaders, influences treatment decisions even though it mostly occurs outside of patient care settings. Although marketing can lead to reductions in under-treatment of some conditions, it has more often been associated with over-diagnosis, overtreatment and overuse of brand-name medications,” wrote the authors. “Digital advertising creates new pathways for reaching physicians, allowing delivery of marketing messages at the point of care, when clinical decisions are being made.”

So, the authors recommend a three-pronged approach to fix policies to address the insidious nature of digital marketing tools that are integrated into electronic resources for patient care. First, they recommend greater transparency from EHRs, social media sites and mobile applications about what data are collected and how they are used. Secondly, they recommend physicians to use the same caution with online interactions as with in-person interactions with sales representatives. Lastly, the authors suggest that professional societies issue guidelines calling for firewalls to keep marketing out of patent visits.

The authors wrote, “Digital technology is changing the nature of marketing, and policies intended to limit its influence are lagging behind. But the medical profession can enact policies to ensure that patients, not advertising, remain the focus of care.”
No comment yet.
Scooped by Pere Florensa!

Social Media for Doctors: 5 Rules to get you rolling!

Social Media for Doctors: 5 Rules to get you rolling! | Healthy Advertising |
I have been asked a couple of times regarding advice on Social Networks and the feedback has been positive. Therefore I thought making a post would be the next step to share  these recs in an easie...
No comment yet.