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5 Health Tech Trends to Watch in 2014

5 Health Tech Trends to Watch in 2014 | Healthy Advertising |

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

Sky Sirewest's curator insight, December 18, 2013 11:44 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: ;

Shakes:  Non-dairy Berry Flavor ;

Dairy Shakes   Creamy French Vanilla  Creamy Dutch Chocolate ;

Kosher Shake ;


Use Product B Nutritional age-reversal product as a foundation for everything.

More on Nobel Prize break-thru:   

Ekaterina's curator insight, December 18, 2013 8:59 PM

5 Health Tech Trends to Watch in 2014

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LinkedIn como canal de marketing en el sector farmacéutico

LinkedIn como canal de marketing en el sector farmacéutico | Healthy Advertising |
Linkedin es la combinación perfecta entre marketing de contenidos y segmentación. Dos grandes ventajas para las empresas que quieran anunciarse en esta red
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Here's What Your Future Doctor Visits Could Look Like

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

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

First: Why the Disconnect?

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

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

Via Wes Thomas, steve batchelder, malek
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Healthcare Marketing: 4 Simple Tips for Reaching Millennials 

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

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

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

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

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

Healthcare and Social Media – What’s the Connection?

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

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

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

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

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

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

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

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

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

Via Plus91
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¿Qué es la Online Value Proposition en el sector de la salud?

¿Qué es la Online Value Proposition en el sector de la salud? | Healthy Advertising |
La Online Value Proposition es la razón por la que un usuario visita nuestra web y utiliza nuestros contenidos o servicios añadidos.
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Social media: What patients want

Social media: What patients want | Healthy Advertising |
KEY TAKEAWAY: Patients and caregivers want to better understand chronic health conditions and, more importantly, what to expect when evaluating different treatment options.  With the increase in &#…
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Using Sentiment Marketing to Improve the Patient Experience

Using Sentiment Marketing to Improve the Patient Experience | Healthy Advertising |
Every day, hospitals and ASCs (ambulatory surgical centers) strive to improve the patient experience and get the best outcomes possible. In utilizing sentiment analysis and marketing, they access data that helps them optimize the patients’ experiences and track response to services real-time.

What is Sentiment Marketing?
Sentiment marketing begins when you start addressing the comments your patients' make based on the results of your sentiment analysis.

Sentiment analysis refers to technology that helps marketers determine and understand the emotional tone of online responses to brands and marketing campaigns. Sentiment analysis or opinion mining makes use of algorithms and new technologies to classify and analyze opinions about your facility. However, it does not stop at opinions, it analyzes attitudes and emotions expressed in each comment. Sentiment analysis reads more into every response and draws the true meaning behind the words.

Sentiment analysis helps marketers make sense of social media opinions. You get honest and real time data without the additional expense of reaching out to your audiences for feedback. Additionally, it does not focus on the loudest or most aggressive voices. You can access the opinions of your entire audience for a realistic and holistic assessment.

The Future of Marketing 
As technology and consumer trends change, medical marketers must shift their focus to creating holistic experiences that appeal to their patients with emphasis on two focus areas:

Brand Strategy

Sentiment analysis allows you to track more than just your business; you can monitor industry trends and your competitors, helping you improve your brand strategy. Proper utilization of sentiment analysis and big data analytics allows you to personalize and improve patient experiences, which improves loyalty and ultimately, revenues for your facility.

Predictive Analytics
Predictive analysis helps you track and identify patient behavior from data available on social and open-source platforms. With this data, you can predict patient expectations and create experiences that meet their needs in a timely fashion.

Sentiment Marketing in Hospitals and ASCs
Online reviews, ratings and HCAHPS scores play an important role in helping healthcare providers asses their patients’ experiences. With sentiment analysis, your facility can use the data to edge out competition by optimizing experiences based on patient needs.

The sentiment analysis strategy allows you to classify comments from patient surveys and online comments into categories such as nursing, physicians, pain management, discharge, facilities, and services. With the data, you can now create an integrated patient experience that allows you to:

Quantify performance – Scoring comments helps you quantify the patient experience and identify areas that need improvement.

Get In-Depth Insight – Converting opinions into data gives a deeper understanding of factors affecting medical care reimbursement and performance of individual factors in the patient experience.

Motivate Staff – For example, with access to over 20 percent more positive comments than negative comments, you have enough data to encourage your staff to keep up good habits. Negative comments also challenge the staff to work toward creating a more positive patient experience.

Patient Satisfaction and the Revenue Cycle

It is well recognized that patient satisfaction is directly related to a patient's commitment to pay. This is especially important during a time when patients' healthcare costs are rising. Therefore, it is in the best interest of every hospital and ASC to make their patient's experience a priority.  Hospitals and ASCs with a well established marketing strategy and who are looking to make patient satisfaction top of the line, should consider sentiment analysis as the next step for taking their services, and likely the success of their patient collections, to the next level.

Topics: medical marketing, sentiment analysis, patient satisfaction, sentiment marketing, patient insights, healthcare marketing, patient experience

Via Plus91
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Social Media & Healthcare (30 Facts & Statistics)

Social Media & Healthcare (30 Facts & Statistics) | Healthy Advertising |
In this article, we highlight the most relevant statistics of social media and its impacts on the healthcare industry!

Via C. Todd Livengood
C. Todd Livengood's curator insight, April 27, 1:12 PM
Social Media is connecting decision-making healthcare consumers with those they trust.
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sara coene: A Framework for Building a Design Thinking Culture

sara coene: A Framework for Building a Design Thinking Culture | Healthy Advertising |
Everybody’s talking about innovation these days. While many organizations focus on innovation and Design Thinking as a way to innovate, the most successful organizations focus on creating a culture in which innovation thrives. Innovating through hackathons, bootcamps, brainstorming sessions, sprints and the like is a good start, creating a culture of innovation is what will…

Via Fred Zimny
Raquel Oliveira's curator insight, May 1, 7:55 PM

Genial: Uma matriz simples para construir uma Cultura de Design Thinking! #avancee

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20 Awesome Healthcare Marketers to Follow on LinkedIn

20 Awesome Healthcare Marketers to Follow on LinkedIn | Healthy Advertising |
Inspire your healthcare marketing with these examples from marketers who are doing innovative work in the industry.

Via C. Todd Livengood
C. Todd Livengood's curator insight, April 26, 12:57 PM
Good start to your influencer marketers list...
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Consumerism will drive healthcare's future

Consumerism will drive healthcare's future | Healthy Advertising |
It seems that in 2017, a day doesn't go by without reports of turbulent changes in store for our healthcare system.

Via eMedToday, Lionel Reichardt / le Pharmageek
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4 magnets to attract new patients

Are you missing out on revenue that might be hiding right around the corner? Do you know how easy it is to sneak extra profits in to your daily routine?

Via Plus91
Halo Health's curator insight, April 3, 2:33 PM

Smart strategies to attract new patients.  Need help executing?  Contact us.

Rescooped by Pere Florensa from digital marketing strategy!

How artificial intelligence will disrupt marketing

How artificial intelligence will disrupt marketing | Healthy Advertising |
AI is already having a significant impact on marketing. And over the next several years, it will dramatically reshape the nature of business and marketing — no hype. But not necessarily in the way some people promise.

Via Guillaume Decugis, oconnorandkelly, malek
Guillaume Decugis's curator insight, March 29, 10:48 PM

Great post by Chief MarTech Scott Brinker who gives a good overview of how AI will change marketing. The whole piece is insightful but the above chart is particularly interesting to understand the various ways AI can add value depending on the nature of the task. 

Peter Sicher's curator insight, March 30, 4:47 AM
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Rescooped by Pere Florensa from Pharmaguy's Insights Into Drug Industry News!

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

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

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


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


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


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


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


Further Reading:

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

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

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

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


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

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


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

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

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

Is social media right for pharma?

Is social media right for pharma? | Healthy Advertising |

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

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

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

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

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

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

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

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

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

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

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


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

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

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

Empowerment Through Connection

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

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

Empowerment Through Participation in Research

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

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

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

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

Via Plus91
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Study: Restricting #Pharma Sales Rep Access to Doctors Cuts Prescriptions for Promoted Drugs. Duh!

Study: Restricting #Pharma Sales Rep Access to Doctors Cuts Prescriptions for Promoted Drugs. Duh! | Healthy Advertising |

Restricting drug company access to doctors at academic medical centers resulted in a substantial reduction in the number of prescriptions that the physicians wrote for drugs touted by the pharmaceutical industry, a new study found.

The University of Pittsburgh School of Medicine was among 19 academic medical centers in five states that were examined in the study, which appeared in the latest issue of the Journal of the American Medical Association. The institutions represented nearly 35 percent of all prescriptions written in 2015.

The study is the latest to challenge direct pharmaceutical sales calls to doctors — a practice called detailing, which sometimes includes gifts and meals — to encourage the use of products that are often more expensive than generics and other treatment options. In the past, drug company representatives have touted new uses for existing drugs for Alzheimer’s disease, for instance, which have harmed patients.

For example, in cases involving the antipsychotic drugs Risperdal and Invega, Johnson & Johnson in 2013 agreed to pay the government $2.2 billion to settle claims that pharmaceutical representatives promoted the medications for patients with confusion or dementia, despite evidence the medications increased the risk of stoke and other problems in the elderly.

Pharmaceutical companies earned more than $60 billion for the eight detailed drugs that were part of the study while generic drugs are on average 80 percent to 85 percent less expensive than branded drugs. Eight drug classes were part of the JAMA study, including medications to lower lipids, control gastroesophageal reflux disease, treat diabetes and others.

“It’s amazing how little it takes to influence how somebody thinks about something,” said George Loewenstein, one of the study’s authors and a professor of economics and psychology at Carnegie Mellon University. “The study really supports the need for more academic medical centers to adopt stronger policies.”

Via Pharma Guy
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Beyond the pill – moving past the hype to driving outcomes

Beyond the pill – moving past the hype to driving outcomes | Healthy Advertising |
Pharma brands are converting the buzz around “beyond the pill” into tangible solutions that add value to their treatments -- what is the opportunity for your brand?
Via Olivier Delannoy, Lionel Reichardt / le Pharmageek
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How using Design Thinking will fix Design Thinking

How using Design Thinking will fix Design Thinking | Healthy Advertising |
Design Thinking continues to be a hot topic (this article is one of many talking about it). Design Thinking has been hyped and even fetishized but there are also voices questioning its value, impact, and relevance. Design Thinking faces criticism for its lacking integration with business and compatibility with market reality. There are organizations that …
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Level 3: Top Five #Digital Transformation Trends In Health Care

Level 3: Top Five #Digital Transformation Trends In Health Care | Healthy Advertising |
No one can dispute technology’s ability to enable us all to live longer, healthier lives. From surgical robots to “smart hospitals,” the digital transformation is revolutionizing patient care in new and exciting ways. That’s not all. National health expenditures in the United States accounted for $3.2 trillion in 2015 – nearly 18% of the country’s total…

Via Fred Zimny
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Multi-Channel Marketing: 5 Key Success Factors for Implementation

Multi-Channel Marketing: 5 Key Success Factors for Implementation | Healthy Advertising |
To reach customers via multiple channels, 77% of pharma companies increased their digital marketing budgets in 2015. But how many have successfully implemented it?
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DTC Advertising “Not Helpful” in Making Sermo Doctors’s Jobs Easier

DTC Advertising “Not Helpful” in Making Sermo Doctors’s Jobs Easier | Healthy Advertising |

It's well documented that the American Medical Association isn't a huge fan of direct-to-consumer advertising for pharmaceuticals and devices (read “AMA Calls for a Ban on Direct-to-Consumer Drug Ads”; Individual doctors, however, have been far less vocal about their feelings toward DTC. Do they believe that the ads help educate patients? Do they derive any benefits themselves, in terms of awareness or anything else, from the ads?


We had SERMO, a social network for physicians, ask them. In response to the question, “Do you believe DTC drug advertisements primarily (1) are helpful to doctor–patient communications and educate patients or (2) make doctor–patient communications more difficult and do not provide valuable educational content to patients,” 21% (353 doctors) said the former and 79% (1,343 doctors) said the latter.


We've synthesized their comments here, preceded by the physician's area of specialty.

Via Pharma Guy
Pharma Guy's curator insight, March 30, 3:01 PM

But I bet it increases their take home pay!

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What’s the Value of Social Media for Healthcare Brands?

What’s the Value of Social Media for Healthcare Brands? | Healthy Advertising |
The healthcare industry is in the midst of massive change.

Via C. Todd Livengood
C. Todd Livengood's curator insight, March 31, 11:05 AM
"As a healthcare brand, it is critical you create high quality, reliable content that educates your audience."