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How pharma can build relationships with doctors and patients who are influential online

How pharma can build relationships with doctors and patients who are influential online | pharma sales model | Scoop.it

Alexandra Fulford (@pharmaguapa) writes: 

 

Pharma companies generally have a great idea of who their traditional KOLs are, but they have no idea about how active they are online (if at all) and they often have no real idea of who KOI (Key Online Influencers) are.  This is a big gap in a key knowledge area.

 

As more and more HCPs turn to digital the impact of KOI will become increasingly important.  Pharma companies need to start finding out which KOL are active online, and who the KOI are that they should be building relationships with them, just as they have traditionally built relationships with KOLs.

 

This is essentially just a new group of KOL and the process for KOL relationship development offline already exist – they  just need to be adapted for online.

 


Via Andrew Spong
Jarek Kucia's insight:

Very smart article about KOI and the need to bulid relationship wth them online.

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Andrew Spong's curator insight, June 10, 2013 6:51 AM

A great post from Alexandra. It's time to invert the way the industry thinks about what influence is among healthcare practitioners and patients, and who and where they exert it.

eMedToday's curator insight, June 14, 2013 6:36 AM

Interestng and correct inight

Nitro Digital's comment, June 19, 2013 8:17 AM
couldn't agree more ;-)
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Pharma and Healthcare Sales go digital with e-detailing

Pharma and Healthcare Sales go digital with e-detailing | pharma sales model | Scoop.it

“Last month Pfizer rolled out a new way of marketing medicines, by introducing digital drug representatives. (RT @carrotpharma: Pharma and Healthcare Sales go digital with e-detailing.”


Via eMedToday, Quorum Review IRB
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eMedToday's curator insight, October 10, 2013 9:28 PM

Last month Pfizer rolled out a new way of marketing medicines, by introducing digital drug representatives. The new service, named ‘Pfizerline’, is thought to provide doctors with more flexibility and also the choice of when they are approached regarding new products.

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Grading Pharma In 2013: 16 Drug Companies Ranked

Grading Pharma In 2013: 16 Drug Companies Ranked | pharma sales model | Scoop.it
How'd Big Pharma do this year? Very well. I decided to give every drug company with a market capitalization greater than $50 billion a letter grade, just like in school.

Via Richard Meyer
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If You Don't Market Drugs, How Do You Expect To Sell Them?

The sales and marketing of new medicines provide a lightning rod for discussions about all that is wrong with the biopharmaceutical industry.

Via Richard Meyer
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New Antiviral Treatment Could Significantly Reduce Global Burden of Hepatitis C - Science Daily (press release)

New Antiviral Treatment Could Significantly Reduce Global Burden of Hepatitis C Science Daily (press release) May 6, 2013 — Around 150 million people globally are chronically infected with the hepatitis C virus (HCV) -- a major cause of liver...

Via Krishan Maggon , Luciana Halliday
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Marketing needs to be redefined, not 'disrupted'

Marketing needs to be redefined, not 'disrupted' | pharma sales model | Scoop.it

John Nosta writes:

 

Isn’t it time that disruption takes place with the marketing and advertising around digital health? Because bland, generic advertising is a bit like winking at a someone in the dark: you know what you’re doing, but no one else does.


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Marketing needs to be redefined, not 'disrupted'

Marketing needs to be redefined, not 'disrupted' | pharma sales model | Scoop.it

John Nosta writes:

 

Isn’t it time that disruption takes place with the marketing and advertising around digital health? Because bland, generic advertising is a bit like winking at a someone in the dark: you know what you’re doing, but no one else does.


Via Andrew Spong
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Top 10 countries where doctors go digital

Top 10 countries where doctors go digital | pharma sales model | Scoop.it

Stats from Switzerland, Canada, France, USA, Germany, Australia, New Zealand, UK, and the Netherlands.


Via Andrew Spong
Jarek Kucia's insight:

jak zwykle Polska na tej mapie nie istnieje...szkoda

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Dinesh Chindarkar's curator insight, June 28, 2013 9:07 AM

Can Electronic Medical Records only be considered as a Digital parameter? Usage of online media, communication technlogy, Social media and emerging technology adoption should also be considered to create a Digital Index!

AttractiveHealthcare's curator insight, June 30, 2013 3:50 PM

Curieuse photo pour illustrer la France ... qui ne se classe pas trop mal.

rob halkes's comment, October 16, 2013 10:47 AM
Sorry to see you missed out of Norway, hwo is actually the first and NL a great second!
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The future of medicine: Apps built for patients by their doctors or hospitals

The future of medicine: Apps built for patients by their doctors or hospitals | pharma sales model | Scoop.it

pA glimpse into the future where we can make appointments, review and even add to our electronic records, and communicate with our doctors and care team from anywhere at anytime.


Via Gilles Jourquin
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How pharma can build relationships with doctors and patients who are influential online

How pharma can build relationships with doctors and patients who are influential online | pharma sales model | Scoop.it

Alexandra Fulford (@pharmaguapa) writes: 

 

Pharma companies generally have a great idea of who their traditional KOLs are, but they have no idea about how active they are online (if at all) and they often have no real idea of who KOI (Key Online Influencers) are.  This is a big gap in a key knowledge area.

 

As more and more HCPs turn to digital the impact of KOI will become increasingly important.  Pharma companies need to start finding out which KOL are active online, and who the KOI are that they should be building relationships with them, just as they have traditionally built relationships with KOLs.

 

This is essentially just a new group of KOL and the process for KOL relationship development offline already exist – they  just need to be adapted for online.

 


Via Andrew Spong
Jarek Kucia's insight:

Very smart article about KOI and the need to bulid relationship wth them online.

more...
Andrew Spong's curator insight, June 10, 2013 6:51 AM

A great post from Alexandra. It's time to invert the way the industry thinks about what influence is among healthcare practitioners and patients, and who and where they exert it.

eMedToday's curator insight, June 14, 2013 6:36 AM

Interestng and correct inight

Nitro Digital's comment, June 19, 2013 8:17 AM
couldn't agree more ;-)
Rescooped by Jarek Kucia from Pharma & e-detailing
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Pharma Edetailing: the core to a new commercial approach

Past and future development for pharma edetailing, to leverage return on sales. A core issue to Pharma's new commercial conduct.

Via Isabelle Delignière-Léglise
Jarek Kucia's insight:

Polski rynek farnaceutycznu nadal nie jest gotów na tego typu rozwiązania. Głównie ze strony branży famaceutycznej.

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eMedToday's curator insight, April 26, 2013 9:12 PM

This is an excellent overview of key issues to consider for e detailing

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Five phases of patient engagement

Five phases of patient engagement | pharma sales model | Scoop.it

In July of 2012, National eHealth Collaborative (NeHC) convened a meeting of the Consumer Consortium on eHealth. The Consortium was created in early 2011 and has since developed into a diverse group of over 300 individuals and organizations, united in the common goal to use health IT to engage patients in their care. During the 2012 Consumer Engagement Summit, it became clear that something had changed in the way people were talking about patient engagement. In 2011, there had been a persistent question: “Why patient engagement?” By this past summer, the questions were: “How do we do it?” and “Where do we start?”

 

It was with that zeal and enthusiasm that NeHC, led by Board member and Senior Vice President for Policy at Healthwise Leslie Kelly Hall, embarked on an effort to help organizations identify that starting point and give them a finish line to strive toward. This year NeHC, with the participation and contribution of over 150 collaborators, pointed out the path to the finish line with the Patient Engagement Framework.

 

The Framework provides a guide for healthcare organizations to think about patient engagement using eHealth tools and resources.  It encompasses five phases of development to strengthen organizations’ patient engagement strategies:   Inform Me, Engage Me, Empower Me, Partner With Me, and Support My e-Community.  The characteristics of some of these phases include information and way finding, e-tools, patient-specific education, and the build-up to patient access to records, patient generated data, interoperable records, collaborative care, and community support.

 
Via Andrew Spong
Jarek Kucia's insight:
"A blockbuster drug of the Century" was to the point! "E-Patient" report published by R.W. Johnsson Foundation could be suplementary lecture.
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rob halkes's curator insight, March 3, 2013 12:57 PM

Very interesting, it is just that it seems to me as professional driven. Could it be that by Co-creating phases of engagement with patients, that it might be a two - sided develoopment?

Bill Palladino - MLUI's comment, March 4, 2013 10:29 AM
Thanks for this. The framework could easily be applied to any nonprofit organization too.
rob halkes's comment, March 4, 2013 10:36 AM
Jarek Kucia, Thx for your comment, it would be nice though to see an url/link to your refered publicaiton of "A blogbuster..." Thx!
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What are the Forms of E-detailing? « Digital Media Content Creation ...

As e-detailing has taken the pharmaceutical world by storm, more and more pharmaceutical companies are making diligent use of this detailing procedure to deliver well-constructed messages to physicians.

Via Thierry Geufroi
Jarek Kucia's insight:

Just to remember that are few ways to e-detail. So simple..

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eMedToday's curator insight, May 7, 2013 8:58 PM

this outlines 3 types of e detaling for a Pharma, 2 within the office and 1 through a portal. 

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How Social Media is Sparking Organizational Transformation - Brian Solis

How Social Media is Sparking Organizational Transformation - Brian Solis | pharma sales model | Scoop.it

Via Paulo Morais
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Pharma and Healthcare Sales go digital with e-d...

Pharma and Healthcare Sales go digital with e-d... | pharma sales model | Scoop.it
“Last month Pfizer rolled out a new way of marketing medicines, by introducing digital drug representatives.

Via Thierry Geufroi
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Beyond the pill: pharma's experiments in social media

Beyond the pill: pharma's experiments in social media | pharma sales model | Scoop.it

How does an industry like pharma, which suffers from an image problem (only 56% as of this year of consumers trust drug companies, according to Edelman), take advantage of a vital marketing tool such as social media and its extraordinary capabilities for connecting with customers and creating a brand presence?

 

The answer?

 

Forget the drug:  it’s about education, stupid.


Via Andrew Spong
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Less than a third of pharma websites are optimised for mobile

Less than a third of pharma websites are optimised for mobile | pharma sales model | Scoop.it

Other insights from the Manhattan Research ePharma Competitive Analysis series:

 

Pharmas continue to shy away from social media - according to the research only 17 percent of unbranded websites reviewed had a dedicated social media presence. Instead, many brands opt for peer-to-peer elements that aren't live or tied to social media platforms, such as inviting visitors to submit their stories or mentor and advocate programs.One-third of unbranded websites reviewed linked to product websites.Nearly half of all websites tracked offered branded patient support programs, often promoted under different names on product and unbranded sites.Emerging models of pharma website design, such as multi-indication hubs like Genentech's BioOncology.com, portal-like sites such as Sanofi's The DX, and branded support programs like Novartis' Care to Care Program for Exelon Patch, are breaking the mold.

 

Despite pharma's overall struggle with mobile and social, the reports highlight instances where some brands are trailblazing. "There are pockets of strong digital innovation today, particularly among pharma brands with new products," said Manhattan Research's Monique Levy. "Multiple sclerosis, hepatitis C, and oncology are three categories worth watching closely."


Via Andrew Spong
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Sven Awege's curator insight, December 11, 2013 3:50 AM

We all know this, but still not doing enough about it!

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Drug detectives: scientists want to crowdsource the discovery of new antibiotics

Drug detectives: scientists want to crowdsource the discovery of new antibiotics | pharma sales model | Scoop.it

The last time we caught up with Josiah Zayner, he was busy devising a musical instrument that produces melodies based on the reactions of plant proteins to light. Now Zayner, a biophysicist and incoming synthetic biology fellow at NASA, has set his sights on a project with the potential for greater public impact: one that aims to rapidly accelerate the discovery of new antibiotic compounds..


Via Alex Butler, Jarek Kucia
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Drug detectives: scientists want to crowdsource the discovery of new antibiotics

Drug detectives: scientists want to crowdsource the discovery of new antibiotics | pharma sales model | Scoop.it

The last time we caught up with Josiah Zayner, he was busy devising a musical instrument that produces melodies based on the reactions of plant proteins to light. Now Zayner, a biophysicist and incoming synthetic biology fellow at NASA, has set his sights on a project with the potential for greater public impact: one that aims to rapidly accelerate the discovery of new antibiotic compounds..


Via Alex Butler
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Digital doctors: how mobile apps are changing healthcare - Telegraph

Digital doctors: how mobile apps are changing healthcare - Telegraph | pharma sales model | Scoop.it
Mobile apps that enable doctors to quickly reference medical research are paving the way for a digital revolution in healthcare

Via Alex Butler
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#Pharma100 degrades the health conversation on the Social Web

#Pharma100 degrades the health conversation on the Social Web | pharma sales model | Scoop.it

Just imagine the impression that TwitterMedia (or some of its 2.1M followers, perhaps living with or touched in some way by disease) is going to get of the health conversation on the Social Web if they click on that first rather than, say, #bcsm, #btsm or one of the hundreds of other hashtags that provide access to peer and professional support, and potentially life-saving information?

 

If he clicked on #pharma100 first, I wouldn’t blame Ben Grossman of the Twitter Media Blog one bit for shrugging his shoulders, thinking ‘whatever’, and moving on.

 

However, what a disservice that would be doing to the exceptional work, support, and healthcare signposting that takes place on Twitter if he missed out on discovering the rich, diverse, and vibrant health conversation on the social web as a consequence.

 

If you don’t have any self-respect, at least respect the work that patient advocates and healthcare professionals are doing.

 

Stop degrading the health conversation on the Social Web.

 

Stop using #pharma100.


Via Andrew Spong
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mHealth tools: monitoring and modifying health behaviours are not the same thing

mHealth tools: monitoring and modifying health behaviours are not the same thing | pharma sales model | Scoop.it

The number of technical tools available to help patients live healthy lifestyles or control chronic health conditions has grown considerably during the past few years. But the percentage of patients who use some form of technology, such as mobile apps, to track health indicators has remained virtually unchanged for three years. 

The Pew Internet & American Life Project published a report Jan. 28 that found 69% of U.S. adults track at least one health indicator such as diet, exercise or weight. The survey of 3,014 adults conducted between Aug. 7 and Sept. 6, 2012, found that 49% monitor their progress in their heads, 34% track the information on paper, and 21% utilize some form of technology, including mobile apps, which 7% use. The results mirror findings from a Pew survey in 2010. 


Via Andrew Spong, Jarek Kucia
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Andrew Spong's curator insight, February 21, 2013 1:24 AM

The evidence base for the ability of mobile health interventions to modify behaviours is still emergent.

 

In the last instance, however, a quantified self device is going to be no more effective in improving health outcomes focused on, for example, levels of cardiovascular fitness than the disused cross trainer or exercise bike in your garage if it does not provoke a significant increase in levels of actvitiy.

 

And: why should it?

 

There is a line of reasoning that is justifiably sceptical of the ability of mHealth devices to prompt changes in levels of activity.

 

If getting on your analogue scales didn't prompt you to go for a jog, why should a device that merely represents the same data in a variety of colourful, digital ways?

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mHealth could cut EU's chronic disease costs - PMLiVE

mHealth could cut EU's chronic disease costs
PMLiVE
mHealth mobile phone The cost of treating chronic diseases in the EU could be cut by 30 to 35 per cent by 2017 if mHealth technology is used to its full potential, according to a new report.

Via Gilles Jourquin
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A new healthcare quality metric: Facebook 'likes' | Healthcare IT News

A new healthcare quality metric: Facebook 'likes' | Healthcare IT News | pharma sales model | Scoop.it

Via Richard Meyer
Jarek Kucia's insight:

Interesting, in New York. But are we shure that in Wasaw it will not work?

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mHealth tools: monitoring and modifying health behaviours are not the same thing

mHealth tools: monitoring and modifying health behaviours are not the same thing | pharma sales model | Scoop.it

The number of technical tools available to help patients live healthy lifestyles or control chronic health conditions has grown considerably during the past few years. But the percentage of patients who use some form of technology, such as mobile apps, to track health indicators has remained virtually unchanged for three years. 

The Pew Internet & American Life Project published a report Jan. 28 that found 69% of U.S. adults track at least one health indicator such as diet, exercise or weight. The survey of 3,014 adults conducted between Aug. 7 and Sept. 6, 2012, found that 49% monitor their progress in their heads, 34% track the information on paper, and 21% utilize some form of technology, including mobile apps, which 7% use. The results mirror findings from a Pew survey in 2010. 


Via Andrew Spong
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Andrew Spong's curator insight, February 21, 2013 1:24 AM

The evidence base for the ability of mobile health interventions to modify behaviours is still emergent.

 

In the last instance, however, a quantified self device is going to be no more effective in improving health outcomes focused on, for example, levels of cardiovascular fitness than the disused cross trainer or exercise bike in your garage if it does not provoke a significant increase in levels of actvitiy.

 

And: why should it?

 

There is a line of reasoning that is justifiably sceptical of the ability of mHealth devices to prompt changes in levels of activity.

 

If getting on your analogue scales didn't prompt you to go for a jog, why should a device that merely represents the same data in a variety of colourful, digital ways?

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The Ad Contrarian: Advertising's 5 Biggest Lies: Best of 2012

The Ad Contrarian: Advertising's 5 Biggest Lies: Best of 2012 | pharma sales model | Scoop.it

Among our fellow citizens, it is commonly believed that we ad hacks get paid to lie. While I am not prepared to stipulate, I do concede that sometimes we don't quite tell the truth, the whole truth, and nothing but the truth.

So when you set out to write a piece entitled Advertising's 5 Biggest Lies, you are begging for trouble. It's like writing Las Vegas's 5 Worst Buffet Dinners or Pepsi's 5 Dumbest Marketing Ideas. No matter what you pick, someone's got something to top you.

Nonetheless, trouble is my business. So here we go -- advertising's 5 biggest lies:


Via Alex Butler
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