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5 Health Tech Trends to Watch in 2014

5 Health Tech Trends to Watch in 2014 | Healthy Advertising | Scoop.it

If 2013 was the year of wearables and health apps, what’s on tap for 2014?

 

Here are five exciting health tech trends to keep an eye on for the new year.

 

1. Data in the Doctor’s OfficeAccording to Pew Research, 21% of Americans already use some form of technology to track their health data, and as the market for wearable devices and health apps grows, so too will the mountain of data about our behaviors and vitals. Next year, we may see more of this data incorporated into our day-to-day medical care.

2. Smart Clothes

If a wristband or clip-on tracker isn’t part of your look, there’s hope for you in 2014, because a new wave of wearable smart garments will be hitting the stores next year. In fact, market research company Markets and Markets expects sales of smart clothes and fabrics to reach $2.03 billion by 2018.

 

3. Augmented NutritionOf course, if you want to fit into the latest smart fashion, you might need to keep better tabs on what you’re eating. We’ve already seen popular apps such as Fooducate make things easy by letting you scan the barcodes on packaged foods to gather nutrition data. In 2014, we’ll see new technologies that take even more of the guesswork out of counting calories. 4. Virtual House Calls

Virtual house calls also just got a big boost with the recent launch of Google Helpouts, a new marketplace for getting personalized help over live video chat. Although it’s still early days for the new service, you can already browse the Google Helpouts Health marketplace for medical advice, mental health issues, nutrition counseling, weight loss and more. You can even get wellness advice for your pets.

 

5. Health Rewards

If looking and feeling good isn’t enough of a payoff, how about getting paid for getting healthy?

 


Via nrip, Rowan Norrie, dbtmobile
Pere florensa llusa's insight:

En nuestro blog, nosotros nos atrevimos a hacer nuestras predicciones sobre salud y marketing:

http://healthyadvertising.es/tendencias-del-marketing-farmaceutico-2014/

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Sky Sirewest's curator insight, December 18, 2013 8:44 AM

Cutting edge way to get complete nutrition in a delicious protein shake.  Dairy & non- dairy. Chocolate or Vanilla!  I was wondering why my friend would tell me " Call me back in 10 minutes, I'm about to eat my dinner " One day I confronted him about eating too fast. Then he told  me his secret!  Not to mention that he is now a perfect weight &  back in olympic shape!   He has been drinking one to two meals a day. See more here:   Athletes video featuring protein shake: 

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More on Nobel Prize break-thru: www.a-genetic-wonder.blogspot.com   

Ekaterina's curator insight, December 18, 2013 5:59 PM

5 Health Tech Trends to Watch in 2014

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Foros de salud ¿ Los grandes olvidados ?

Foros de salud ¿ Los grandes olvidados ? | Healthy Advertising | Scoop.it
Los foros de salud son una fuente de información fiable para muchos usuarios. ¿ Debemos plantearnos estrategias para participar en estas conversaciones?
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Pharma social media: five best practice examples

Pharma social media: five best practice examples | Healthy Advertising | Scoop.it

Phil Baumann proposes that pharma companies planning on supporting activities in social environments:

 

Identify clear and specific objectives that lend themselves to social media outletsMatch the social media platform to the brand’s specific objectivesDevelop guidelines and workflows for interactions and engagement opportunitiesEnsure that qualified staff manage all of your social media activitiesWork with vendors who understand customer care and know how to handle all aspects of social media including adverse event identification, correction of misinformation and patient engagement within the unique parameters of each social media platform


Via Andrew Spong, Lionel Reichardt / le Pharmageek
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Andrew Spong's curator insight, July 10, 6:57 AM

Appropriate aims. Adequate preparation. Purposeful participation. Sure-footed execution.

 

It's a shame that more companies don't feel compelled to follow modest, achievable, and productive agendas such as Phil sets out here.

 

At this stage, one can only assume that it is a lack of desire mixed with a fear of career-limiting mistakes.

 

The manifestation of either of those conditions would be a pity, yet the likelihood is that both of them pertain.

 

People working in the pharmaceutical industry are stewards of more than just their own careers. If they're risk averse, it may be better to find another industry.

 

The pharmaceutical industry matters too much for it to be led by the faint-hearted.

 

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How social media impacts public health

How social media impacts public health | Healthy Advertising | Scoop.it

 

Given how prevalent social media is nowadays, it's not surprising that some have used it for public health purposes. However, the capabilities reach far beyond raising awareness about health issues. Novel applications of social media that have impacted public health include emergency response and epidemic tracking.

Nonetheless, as easy as it might be to disseminate good information, there is little that can be done to screen for inaccuracies. And, unfortunately, some of these inaccuracies can lead to adverse health and financial outcomes.

Here's a look at major public health initiatives in which social media is making an impact.

1. Flu tracking through social media
Studies have shown that social media can be used to accurately estimate flu prevalence when compared to the CDC-ILINet (Influenza-like Illness Network) tracking system. University of Pennsylvania researchers also detailed in a New England Journal of Medicine (NEJM) article that after tweeting the location where flu vaccines were offered, the VA Health Department noted a surge in vaccinations. Similarly, when public figures like Barbadian singer Rihanna tweeted about the flu, searches for "flu" spiked.

Researchers also looked into sentiment toward the 2009 H1N1/09 vaccine. Of 470,000 tweets collected, 318,000 were relevant, 256,000 were of neutral opinion, 35,000 were positive, and 26,000 were negative. They demonstrated that for those who had positive or negative sentiments, information spread in a manner that geographically clustered. As a result, some communities were at risk for diminished herd immunity. Identification of such pockets could allow resources to be targeted to these areas.

One study looked at misconceptions about the flu and antibiotics by searching keywords: 345 status updates reaching 175,000 followers used "flu" and "antibiotics" incorrectly together and 305 status updates reaching 850,000 followers used "cold" and "antibiotics" incorrectly together. Misuse of "leftover" or "shared" antibiotics were also examined.

2. Promoting behavior through social media
Patients, advocacy groups and companies alike have used social media to deliver certain messages to the public. The Dove "Evolution" campaign went viral and helped bring to light how magazine covers and advertisements place an unrealistic standard on beauty. As expected, other groups have used social media to educate and raise awareness about a wide variety of health issues from breast cancer and healthcare policy to safer sex and smoking cessation.

When people voice their opinions on a public forum, potentially hazardous public health effects may follow. More recently, the anti-vaccination movement promoted by several high-profile public figures caused alarm among public health experts. What's even more worrisome is how these views spread across country borders. One study attributes 26,000 cases of measles in the past year in Europe to social media influence.

3. Emergency response and Ushahidi
Ushahidi, meaning "witness" in Swahili, was a social media platform that originated in Mogadishu but was key to emergency response following the 2010 Haiti earthquake. Mobile providers in Haiti opened access to the platform, which allowed those reporting emergencies (fires, missing people, contaminated water, infectious diseases, food shortages, theft, roadblocks, floods, etc.) to be linked to help. Further upstream, resource providers were linked the resource suppliers. GPS location also made it easier for relief organizations to reach areas in need. In addition, the technology reportedly helped crowdsource the most detailed roadmap in Haiti to date with 1.4 million edits at the time. The mobile provider Digicel also noted how 630,000 people were displaced out of Haitian capital Port-au-Prince, which helped track a cholera outbreak.

4. Medical Journals on Twitter
Several studies have looked at how medical and scientific journals share their content on Twitter. He findings indicate that 3,725 out of 3,812 journals have Twitter accounts, including high-impact publications such as Nature, Science, NEJM and The Lancet. Between 2010 and 2012, 9.4 percent (or 135,000) of 1.4 million journal articles were posted on Twitter. NEJM for instance tweeted nearly half (48 percent) of their 1,580 papers during that period.

However, popularity on Twitter doesn't seem to necessarily translate to how frequently cited or how scientifically robust the paper is. In fact, popular papers may be more pertinent to current events. The top two most highly-tweeted papers were papers from PNAS related to the Fukushima disaster and nuclear contamination. Similarly, journals that tweet more aren't necessarily the most cited either.

5. Social media as a research tool
As mentioned earlier, social media content has been used to track flu epidemics and highlight misconceptions about antibiotics.  Various researchers are looking into both "primary data" (directly asking the public a question on social media and gathering responses) and "secondary data" (analyzing the content of tweets). As social media becomes more recognized as a source of data, developing metrics will more efficiently and accurately measure its content. Beyond the scientific focus of medicine, linguistic studies are also being conducted to examine how storytelling can be used as a coping mechanism for cancer survivors on social media sites.


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jenii brain's curator insight, July 10, 6:44 AM

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La eSalud que queremos: 5 funciones esenciales del profesional sanitario en la eSalud actual

La eSalud que queremos: 5 funciones esenciales del profesional sanitario en la eSalud actual | Healthy Advertising | Scoop.it
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Content marketing is core for success in digital marketing : Hospital Management Asia 2014

Content marketing is core for success in digital marketing : Hospital Management Asia 2014 | Healthy Advertising | Scoop.it
Contributed by: E. Abraham Mathew ABC chooses XYZ as its digital agency DEF appoints UVW as its social media agency GHI awards SEO mandate to RST JKL selects OPQ for lead generation campaigns We come across headlines like these at once a week on sites focused on the media industry. There is indeed a lot of action in the digital marketing space.
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7 Guidelines for Physician Marketing After the Patient Protection and Affordable Care Act

7 Guidelines for Physician Marketing After the Patient Protection and Affordable Care Act | Healthy Advertising | Scoop.it

To meet the challenges and complexities created by the passage of the Patient Protection and Affordable Care Act, hospitals and health systems must now devise new strategies to effectively market physicians. Since the PPACA, physician alignment activities have escalated, including employment, consolidations and affiliation relationships. The increased pressure to generate revenue and grow market share, combined with the high cost of IT solutions, add to the escalation. Given the changing physician-marketing environment, many hospital and health system leaders, marketers and physician relations professionals are re-thinking their understanding of the basic day-to-day do's and don'ts of regulatory requirements. Below are seven key challenges that hospitals and health systems face and suggestions on how to best navigate the waters.  

Challenge 1: Defining "marketing." The term marketing is often an umbrella term for all types of physician promotions, whether paid or unpaid, in the context of a hospital medical staff, its affiliated physicians or market area physicians. Marketing can cover anything from the press release written for an independent physician joining an integrated network to the dollars put on the table to advertise a newly employed physician or to the office practice doors knocked on by physician liaisons. In addition, marketing may be subject to fraud and abuse laws, such as Stark and the Anti-Kickback Statute. Do not fall into the trap of using words other than marketing in the hope of avoiding government scrutiny. The terms public relations, physician relations and promotion can still trigger the need for a fraud and abuse analysis.

Challenge 2: Maintaining consistency across departments and entities. Rules differ for marketing among various physician types: employed, subsidized, independent, in co-management agreements, medical directorships, networks, physicians without hospital privileges and so on. These rules can vary from state to state as well. It is highly recommended that hospitals and health systems develop or maintain a strong set of policies and practices to guide each type of relationship. These can come in the form of system or department policies. When there are documented procedures to follow, conversations with physicians, who are making certain requests, can be more straightforward. Consistency is the key to improving physician interactions, ensuring compliant relationships and maintaining a sense of equality.  

Challenge 3: Determining legal compliance of marketing activities. Many times, a physician expects his or her marketing to be the responsibility of the hospital and health system based on an employment or other type of specific contractual arrangement. However, sometimes no provisions or covenants are made within the physician's agreement with the hospital for marketing support. If you do not include specific written language in the contract regarding marketing activities, you may tie the hands of the marketer trying to help the physician and the hospital.  

In addition, it is advisable to include contract language that sets out specific marketing dollars or hospital-approved activities. Without such a provision, the physician's expectations may be broader than the budget allows or permitted under the law. The best strategy is to collaborate before signing a physician contract, so all hospital stakeholders (administration, legal and marketing) have what they need to successfully onboard an employed physician or support independent physician alignment activities. For example, under Stark, you will want to consult legal counsel to determine if a financial relationship with the physician exists, if the arrangement involves a designated health service or if there is a permissible exception.

Challenge 4: Advertise physicians appropriately. Historically, physician marketing has been an area of ethical debate among healthcare trade associations, marketers and legal departments. Today, hospital/physician network competition is fierce, consumers are determined to select the right physicians and some physicians need to diversify their practice volumes. All this makes certain types of advertising helpful to both physicians and consumers. However, if you do not know how to appropriately market a certain type of physician, your effort could be less effective and, possibly, run contrary to fraud and abuse laws.

Many times we see media releases or other types of promotions that direct the consumer to visit an independent physician practice's website or call that practice to request information or make an appointment. Hospitals need to tread carefully to ensure they are not violating Stark and AKS requirements and that such direction generates the right type of call to action for the right type of physician relationship. When creating an advertising campaign, the type of physician relationship determines your ability to advertise on behalf of that physician or group and influences the development of your message. When creating a message, stay away from superlatives like "the best," "the highest quality," "world-class," and "extraordinary" unless you can prove and defend them with credible data, research or other reputable sources (preferably not paid for by the hospital and unbiased). If you decide to make similar statements, refer to the federal and state laws directly related to marketing and fraud, such as the Stark, AKS, Medicare Advantage marketing guidelines, accountable care organization marketing activities and state fraud laws.

Challenge 5: Equality vs. preferential treatment. Hospital marketers may be inclined to avoid promoting physicians who they know have low activity at their organizations. They may argue that precious dollars should be spent on driving business growth and on those who help the hospital reach its goals. In traditional and non-traditional advertising, public relations events, call centers, directories, websites and other marketing efforts, providing preferential treatment or favoring certain physicians can be a violation of fraud and abuse laws. It is important that your policies and procedures outline how certain categories of physicians, whether active, courtesy, honorary or within an affiliated network, will be marketed and how those policies can be defended. For example, if your hospital's website includes a list of physicians on the medical staff, you will want to include, at a minimum, all active physicians. In addition, every hospital should have an "opt out" procedure for physicians who do not want be involved in marketing activities.

Challenge 6: Tracking non-monetary compensation to physicians. Under Stark, hospitals may provide non-monetary compensation to physicians up to an aggregate amount of $385 per calendar year for the year 2014. With so many departments reaching out to physicians in different ways, it is challenging for hospitals to keep track of their conversations with physicians. It is imperative (and, in fact, required) that hospitals track non-monetary compensation across the system to ensure compliance and review it regularly so as not to exceed regulatory limits.  The annual limit applies to each physician, but cannot be aggregated to make a larger gift to a group practice or other group of physicians. For example, a $500 basket of edible goodies cannot be given to a three-physician practice and divided by three. Under Stark, this gift is indivisible and represents a $500 gift to each of the three physicians. There are three exceptions to the federal Stark non-monetary compensation requirements:

The benefit cannot be determined in any manner that takes into account the volume or value of referrals or other business generated by the referring physician;The benefit may not be solicited by the physician or anyone affiliated with the physician's practice; andThe benefit may not violate the AKS or any federal or state law or regulation that governs billing or claims.  

Gift cards or "cash equivalents" are considered "non-monetary." It is not just cash that counts. For example, hospitals may need to track Doctors' Day gifts, free car washes, dinners and tickets to events. Other rules exist for food in medical staff lounges and other incidental expenses up to $32 for calendar year 2014, but they must be offered to all medical staff members.

Challenge 7: Assessing risks and opportunity of physicians and social media. The channels for communicating with physicians are changing rapidly and there is no denying that social media is a force to be reckoned with when it comes to managing reputation and potentially building business. While many hospitals and physicians still fear or ignore the use of social media as a channel for communication, many have embraced ways to manage the risks and rewards. For hospitals and physicians considering entering the social media space, defining a strong policy and providing training is key to laying a good foundation. HIPAA training is not enough. The hospital and physicians also need to invest in resources that continuously and rigorously monitor social media activity and be committed to creating rich and appropriate content applicable to these channels. The greatest challenge for physicians is to separate themselves personally and professionally and understand that if they put it in writing, by tweet or otherwise, it may be discoverable during a lawsuit or by the government.

 


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How slideshare can increase your hospital's credibility

How slideshare can increase your hospital's credibility | Healthy Advertising | Scoop.it
A hospital’s credibility is important for patient recruitment and retention. One way to gain credibility is by using SlideShare.

Via Ash Rishi, eMedToday
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‘Mavericks’ encouraged telemedicine leader to keep pushing to expand access to kids

‘Mavericks’ encouraged telemedicine leader to keep pushing to expand access to kids | Healthy Advertising | Scoop.it
With telemedicine beginning to take over healthcare, it’s perfectly fitting for MedCity to have Julie Hall Barrow speak at CONVERGE.

Via Emmanuel Capitaine , eMedToday
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Pharmaceutical CEOs lack confidence to act

Pharmaceutical CEOs lack confidence to act | Healthy Advertising | Scoop.it
The Pharmaceutical Division in Valtech has undertaken an evidence-based research study to map the pharmaceutical landscape of digital mega trends. The research

Via Ash Rishi
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Healthcare social media: What's in it for patients? | Medical Practice Insider

Healthcare social media: What's in it for patients? | Medical Practice Insider | Healthy Advertising | Scoop.it
The utilization of social media by patients can potentially have public health implications. Both providers and patients should be cognizant of the benefits social media offers to patients.
Various platforms exist, ranging from microblogging on Twitter to public forums like MedHelp, or social networking sites such as PatientsLikeMe.
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El último cambio de Google y cómo afecta al marketing digital

El último cambio de Google y cómo afecta al marketing digital | Healthy Advertising | Scoop.it
Google ha eliminado la foto de autor en los resultados de búsqueda. ¿Cómo nos afectan estos cambios y que debemos hacer para aprovecharlos?
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Digital marketing solutions to enhance ROI of Pharma Companies

Digital marketing solutions to enhance ROI of Pharma Companies | Healthy Advertising | Scoop.it
The pharmaceutical companies confront marketing challenges and opportunities in the digital & modern world. The FDA has forced administrative guidelines that prohibit number of advanced marketi...
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Who Is "Dr. Google" & Why Every Patient is a Digital Patient

Who Is "Dr. Google" & Why Every Patient is a Digital Patient | Healthy Advertising | Scoop.it

The ubiquitous “Dr. Google” has allowed patients to be more involved in their own healthcare than ever before. The idea of the engaged patient, through the power of digital, has now become the “empowered” patient.

Let’s walk through an example scenario. When patients start to notice something doesn’t feel quite right, theygoogle their symptoms and make a preliminary diagnosis. These self-diagnosers find a physician with some expertise in their condition and check Google Maps to see who is convenient to their homes or offices. They assume they will end up with a specialist, so they read the local specialist reviews on Vitals and Healthgrades. In the waiting room, they post iPad updates on their situations to Twitter and Facebook. Maybe they do some last-minute research. An empowered digital patient’s relationship with “Dr. Google” doesn’t stop after communicating with their real doctor.  After the doctor visit, they research side effects of prescribed medications. They set up accounts in the physician’s EHR. Then they change social-network profile icons to show support for a cure.

While marketing has always played a role in getting new patients in the doors, it is important to not forget about sustaining relationships with the fully engaged—these are the ones who will spread the word about your organization.

Follow the digital patient journey with “Dr. Google” from start to finish in our new infographic.

 


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Andrea Robotti's curator insight, June 28, 10:04 AM

L'utilizzo del web e dei canali digitali da parte e come questo aspetto influenza il rapporto medico-paziente.


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ePharma Summit: Google Glass in Healthcare: Six Perspectives

ePharma Summit: Google Glass in Healthcare: Six Perspectives | Healthy Advertising | Scoop.it

Google Glass is still in its Beta Period meaning many physicians will be have to settle for peer reviews on its practicality in a medical setting. Fortunately, there is no shortage of opinions from those who have experienced the device. Here are six different takes on how Google Glass might impact the healthcare industry:


Via Mike Madarasz, Stephen Dunn, eMedToday
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The 5 Most Stunning M-Health Facts for 2014! - Mobiloitte Blog

The 5 Most Stunning M-Health Facts for 2014! - Mobiloitte Blog | Healthy Advertising | Scoop.it
mHealth is changing the face of healthcare structures globally. Here are some of the most stunning healthcare facts in 2014.

Via Ignacio Fernández Alberti
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What's pharma's impact on the mobile health app space? These 3 graphs offer some clues

What's pharma's impact on the mobile health app space? These 3 graphs offer some clues | Healthy Advertising | Scoop.it
A report highlighting the mobile health app landscape charts pharma companies that have produced the most apps, such as Bayer, Merck and Novartis.

Via eMedToday, Lionel Reichardt / le Pharmageek, Stephen Dunn
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The Doctor's Office of 2024: 4 Predictions for the Future

The Doctor's Office of 2024: 4 Predictions for the Future | Healthy Advertising | Scoop.it
What’s next on the horizon for doctors and patients? Medical experts predict the biggest changes likely to occur in primary care over the next decade.
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Análisis de Redes Sociales y Salud Un nuevo reto para los profesionales 2.0

Análisis de Redes Sociales y Salud Un nuevo reto para los profesionales 2.0 | Healthy Advertising | Scoop.it

Via ChemaCepeda, Mariano Fernandez S.
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ChemaCepeda's curator insight, July 6, 3:05 AM
El análisis de redes sociales abre las puertas hacia el conocimiento de cómo nos relacionamos y adoptamos hábitos saludables.
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Sifting social media for the why behind Rx switching

Sifting social media for the why behind Rx switching | Healthy Advertising | Scoop.it

Pharmaceutical companies have long used data to assess their drugs' uptake. Weekly TRx and NRx stats show whether prescriptions surged or slumped. These industry metrics provide an accurate snapshot, but don't reveal the “why” behind the behavior.

“When a drug comes out, we're seeing everything,” said Ido Hadari, CEO of Treato, the Israeli health social media company. Its two-year-old business portal, which rebranded from Treato Pharma to Treato IQ this month, aggregates more than 1.5 billion caregiver and patient conversations. Said Hadari, “We scale it down to a digestible manner and share insights in a clear way.”

Pharma has been slow to adopt social media. One main concern involves the reporting requirements associated with pharmacovigilance. Research released this month by the Tufts Center for the Study of Drug Development, for example, looked at 12 companies' adoption of social media for use in clinical research. Adverse event reporting was cited as their top concern about social media use.

The Tufts researchers found that the majority (9/12) of companies are not “actively” gathering adverse event (AE) reports on any social media sites, but most (9/12) use social media to “passively” monitor AEs. Furthermore, about half (7/13) regularly engage in “social listening” to learn about marketed drugs. Reasons include monitoring perceptions about a product, shaping ad campaigns, and gauging community receptivity.

This represents a big shift, said Hadari. “Organizationally, culturally, companies are changing,” he says. “A few years ago, we roamed the corridors of pharma and got a polite, ‘Hey, I gave at the office already.' Social media was for measuring sentiment for, like, a Ford F-150. Anything beyond using it for that was scary. Today the world has changed."

Now, nine of the top 50 pharma companies in the US pay to get Treato's insights into where patients are on their treatment journey (newly vs. previously diagnosed), plus data on such behaviors as drug switching, starting and stopping, and the reasons behind each, including side effects or financial considerations.

It's one of several big data platforms promising to fill research gaps by decoding the avalanche of analytics being culled from social media and electronic health records. The tools hold promise for helping drugmakers allocate their promotional and educational budgets in smarter fashion.

Another tool comes from Practice Fusion, the company that offers free EHRs to doctors. Its real-time healthcare database, called Insight, launched in May and allows physicians, researchers and analysts to access analysis sourced from a de-identified subset of more than 81 million patient records.

Insight users can explore health and pharma market trends, including diagnoses across patient populations, all in real time. A premium version offers more in-depth, granular analyses such as Rx switching.

Because Treato's analytics draw from the social web—including Facebook and WebMD Health but mostly small patient communities—Treato can show the context behind patients' switch decisions.

“We pull a million conversations a day from the internet, parse through and reject a good half million as spam and advertisements,” in order to get at the patient's personal experience, said chief commercial officer Ezra Ernst.

“A newly diagnosed patient has a completely different perspective than a previously diagnosed patient,” he said. Treato's system aggregates the conversations and uses natural-language processing and medical ontologies to sift out the conditions and treatments from patients' slang and misspellings, and gets at their root issue.

Treato's IQ platform draws from the same data as the free patient portal Treato.com, whose top searches are fed back into the pharma portal to create a dashboard of sorts. Among the other things that are interesting to brand managers, said Ernst, is the patient version of what their physicians are saying about a drug.

“Pharma spends millions on physician education, trying to teach doctors to say specific things about their treatment,” said Ernst, who joined last year from WebMD, where he was head of CME. “Treato allows you to see specific things patients say their doctor said and why. There are very few places you can find out ‘did my education work?'”

One improvement of IQ over the last two versions of Treato Pharma, Ernst said, is that this one integrates condition and brand discussions. Older versions housed these discussions on separate platforms.

 


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5 Ways to Engage Patients in Digital Health: Part I

5 Ways to Engage Patients in Digital Health: Part I | Healthy Advertising | Scoop.it
I packed my bags leaving my family, a medical career and a health startup behind in Egypt and headed out to San Francisco to learn more about health innova
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Health innovation: When big ideas meet big pharma

Health innovation: When big ideas meet big pharma | Healthy Advertising | Scoop.it

After attending OPEN Health's inaugural 'Health Innovation: Big Ideas' event in London, Paul Tunnah outlines some of the concepts that could be game changers for the pharma industry and the broader future of healthcare. 


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Rowan Norrie's curator insight, July 7, 12:34 AM

Cosnider this - "Today's 10-year olds could be the first generation to have a lower life expectancy than their parents."

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Survey: 80 percent of smartphone users want to interact with doctors on mobile devices | mobihealthnews

Survey: 80 percent of smartphone users want to interact with doctors on mobile devices | mobihealthnews | Healthy Advertising | Scoop.it

Eighty percent of smartphone users are interested in using their smartphones to interact with health care providers, according to a FICO survey of 2,239 adult smartphone users from the UK, Australia, Brazil, China, France, Germany, India, Italy, Japan, Korea, Mexico, Russia, Turkey, and the United States.

The survey analyzed how consumers prefer to interact with health care providers on mobile devices, online and in-person.


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Helen Adams's curator insight, July 3, 1:22 AM

Now that depends on what they mean by "interact", are they meaning consultation with their HCP or accessing test results and repeat prescriptions.

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3 Social Media Content Tips for the Healthcare Industry

3 Social Media Content Tips for the Healthcare Industry | Healthy Advertising | Scoop.it

No one can deny social media has turned the marketing landscape upside down. Consumers are now in control and hold the reins (most of the time) when it comes to the content and information they choose to access online. They Google what they want to know, they share what they think others should know and they take action based on how compelling and intriguing the content may be.

For the healthcare industry in particular, social media marketing presents unique opportunities for companies and providers to meet the needs of consumers through content that’s emotional, educational and enthralling.

Think about it: We’re now living in an era in which we’re more likely to Google symptoms or other health-related questions before engaging with a doctor. In fact, more than 40 percent of consumers say information found via social media influences the way they deal with their health, according to an infographic by AlliedWorldHealth.com.

If your target audience is searching for information online and you have a solution, be prepared to speak up. “Health care professionals have an obligation to create educational content to be shared across social media that will help accurately inform consumers about health-related issues and out shine misleading information,” says Brian Honigman on referralMD. “The opinions of others on social media are often trusted but aren’t always accurate sources of insights, especially when it comes to a subject as sensitive as health.”

If you’re in the business of healthcare and trying to build a presence on social media, here are three types of content you should consider creating:

Emotional Content

I’m not talking about content that scares people into seeing a doctor. Instead, emotional content strikes a cord in someone. But it doesn’t have to be emotional in the sense of making someone happy or sad—it simply has to resonate with said or unsaid feelings and/or concerns.

Former Healthcare Finance News Media Producer Michelle McNickle says, “40 percent of people polled [in a Health Research Institute report] said information found on social media affects how someone coped with a chronic condition, their view of diet and exercise and their selection of a physician.”

Information absorbed via social media may influence how we care for ourselves and our families. One way professionals can become part of the conversation is to inform consumers of healthcare options and information through content that resonates with a concern or genuine interest.

Take 23andMe, for example. This web-based genetic testing service helps users read and understand their DNA. Users provide a saliva sample using an at-home kit and leverage 23andMe’s interactive tools to get insight on distant ancestors, close family and personal DNA information.

23andMe is using platforms like Facebook and YouTube to inform audiences on genetic research and how it works, but it’s the stories the company shares that have the potential to create a personal connection with viewers. Like the video below—one of 23andMe’s most popular videos includes Muhammad Ali and his daughter telling a story about his rise to stardom and his battle with Parkinson’s. 23andMe used the video to encourage 10,000 people to participate in a Parkinson’s research study:

 Educational Content

As a healthcare marketer or a provider of healthcare services, you want to directly educate your audience, whether that’s educating consumers about their health or educating healthcare professionals in the B2B space. On the services side, social media helps providers “capitalize on positive patient sentiment and build a trusted support community to actively engage with,” says John Trader, PR and marketing manager with a biometrics research and development company.

To build rapport with your audience and engage them with the type of content they are seeking, you need to create content on topics they care about and ones you can address. Healthcare providers like the Cleveland Clinic are doing this well by providing regularly updated content from trusted experts in the field. But there are other healthcare-related outlets providing timely and engaging content:

RxWiki is an online community for consumers and their health and medication questions. The site is created and maintained by pharmacists and every piece of content is peer reviewed by a fellow pharmacist. Users can get information on prescriptions, over-the-counter medication and more, plus you can get timely answers from pharmacists themselves with the Ask a Pharmacist Now feature.

But RxWiki expands its opportunity to engage users beyond medication questions and answers with more educational content. Its Twitter and Facebook profiles are full of snackable pieces of information, originating on the RxWiki blog, on topics relating to overall health and wellness, from “How to Choose the Best Sunscreen and Sun Protection” to “6 Celebrities with Sleeping Disorders.”

Enthralling Content

“Enthrall” may be a fancier word for “engage,” but in this case I’m talking about content that’s disarming, like love at first sight. I’m talking about content you can’t pull away from because it’s just. too. good.

When asked, “What does engaging content mean to you?”, Doug Kessler answered: “Engaging means stopping someone in their tracks, then signaling, ‘This is really important’ and ‘This will be entertaining and informative.’ That’s just to earn the first engagement. To sustain it, it’s all about telling a really good story and telling it well.”

While the topics of health care, insurance plans and FDA regulations are all valuable content for social media marketing, healthcare marketers have an opportunity to deliver content that’s unexpected and entertaining to further enthrall audiences.

Bupa and the story of Chad Strider immediately come to mind. Bupa, a global company and provider of health insurance plans and services, created a walking app and engaging storyline to get the word out about it. The effort and ideation that went into this campaign signals an important concept (get up and get moving) in an entertaining way:

 


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Kathyrn Chociej's curator insight, July 2, 7:06 AM

Engaging means stopping someone in their tracks, then signaling, ‘This is really important’."

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There's Now An 'Instagram For Doctors'

There's Now An 'Instagram For Doctors' | Healthy Advertising | Scoop.it
Now they can actually visualize different diseases and abnormalities.
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Therapists are turning to the web to help revolutionize mental health treatments

Therapists are turning to the web to help revolutionize mental health treatments | Healthy Advertising | Scoop.it
We all know how effective the talking cure can be, but for many people, carving the time out of their schedule to meet a psychotherapist can be
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Las redes sociales: nuevas armas al servicio de los profesionales de la salud

Las redes sociales: nuevas armas al servicio de los profesionales de la salud | Healthy Advertising | Scoop.it

Doctors and nurses say social media including Facebook and Twitter are among their new professional tools.

 

More than two-thirds of physicians told surveyors in 2011 that they were utilizing some form of social media "for professional purposes," and likely that number has grown.


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ChemaCepeda's curator insight, June 23, 7:22 AM

Allí donde estén los pacientes tendremos que estar los profesionales, aprovechando las oportunidades que ofrecen estos canales para comunicarnos y aprender junto a ellos

Blanca Usoz's curator insight, June 24, 12:56 AM

Fascinated about the proactive way of preventing suicide.

Andrea Robotti's curator insight, June 28, 12:13 PM

Interessante reportage sul crescente comportamento virtuoso di medici e infermieri che si mettono in gioco sui social networks.

Uno degli aspetti da sottolineare è il sempre maggiore coinvolgimento del paziente attraverso questi mezzi di comunicazione virtuali.