The pharmaceutical industry's understanding and adoption of multichannel strategy is, at best, variable. While more enlightened organisations are trying hard to challenge the old models of sales and marketing, others are stubbornly sitting on their hands and persisting with tried-and-tested traditional methodology.
In truth, it's simply paper under glass. To progress, companies perhaps need to become more proactive and pull multichannel planning into the strategic process much earlier. But to do this, they may need to develop a greater understanding of the opportunity and challenge some of the historical cultural values that are deeply embedded across the industry.
“Thankfully, we appear to be coming to the end of the industry-wide obsession with digital and reaching a more level playing field, where companies realise there's a balance to be struck. But to move forward, we really need to follow consumer marketing's lead and develop an empirical way of measuring the value of activity. That will significantly inform our ability to plan a multichannel approach.”
At present, the industry's use of multichannel marketing is often tactical - and rather than being stitched into the fabric of a properly planned pre-launch strategy, it's bolted on at the end as a product of the 'must do something digital' philosophy.
Regina Holliday (@ReginaHolliday) writes: Most patients in the social media space were just regular people who began to speak out. In many cases they did that out of pain. Just as cattle’s brand is seared upon his flesh, the patient’s brand is seared upon their soul. The patient may brand themselves with their formal name:Regina Holliday, a modification of said name: e-PatientDave, a created name: Afternoon Napperor the name of the organization they have created: Colontown. They complete this painful process to spread their message be it focused on patient data access, patient empowerment or disease specific research and funding. So the primary brand in such discussions is the brand of self and those in marketing are interested in tagging along for the ride[...] We like to thank folks personally for the good work they have done. When we work on campaigns in Social Media we expect the support to be like a friendship: it goes both ways.
Le serious game Inspiratio, les pouvoirs du masque magique est issu du programme de télémédecine Respir@dom dans le cadre des Investissements d’avenir. Le consortium à l’initiative de ce projet comprend des partenaires issus de plusieurs disciplines : le Réseau Morphée, l’AP-HP, Orkyn’, SANTEOS, Philips-Respironics, ResMed, fabricants, Adverbia, et Acsantis.
In an experimental study, psychologist Victoria Shaffer compared the ratings patients give to physicians who didn’t ask for advice, physicians who asked another expert for advice, and physicians who used decision-making software for treatment advice.
“Patients had no problem with [physicians who seek] consulting advice from an expert,” Shaffer said. “It was really the use of the computerized decision aid that makes them most concerned.”
The U.K.'s struggling AstraZeneca ($AZN) is not only looking to media that is social to develop some kind of relationship with patients; it has gone local as well.
The company provided some resources as well as expertise for the My Medication Passport tracker, which was funded by the National Institute for Health Research (NIHR) for use across the National Health System (NHS) in the U.K., according to PMLive. The tool can be used as an Android or iPhone app and also comes in a paper booklet for those who prefer the traditional form of documentation.
It allows patients or their caregivers to track some of the usual kinds of health data, like which drugs are to be taken in what doses and when. It also includes information on sensitivities, allergies and vaccinations, as well as some hospitals and other information. It was provided to more than 5,000 patients across Imperial College Healthcare NHS Trust as it was being developed and is now being distributed more widely in the country, PMLive reported.
This article is about pharma’s use of multichannel marketing.
Sven Awege's insight:
Insightful article by Michelle from EPG Health Media. Looking at the overwhelming information here the task ahead is mammoth. Baby steps, baby steps.
Try small things, test, measure, refine.
As the article highlights, Pharma Markers are mostly influenced by past experience, so we need to get them actually doing stuff and demonstrating the value (yes, force them to focus on the important things to measure, and not just "interactions").
Only then will we be able to make the case for the real investmetns necessary to truely operate in a multi-channel/cross-channel manner (but that's another ball game all toegether).
Consumer health IT can dramatically impact patient care by facilitating such vital functions as medication management, remote patient monitoring, and tighter communication between patients and their care providers.
This might all seem a bit techy to our usual Pharma stakeholders, but this is becoming mainstream, and can't be ignored any more. Serious considerations should be make regarding how this impacts the environment in which we need to play.
With simple tools like this in place, a handful of procedures and willing people behind them Pharma can already do most things the nay-sayers claim impossible. The proof is already there to see. Many of the visionaries are engaging and learning already. The laggards are already loosing critical time and will find catch-up painful but necessary.
Pharma gets social Novartis has content, but no engagement - Articles In his latest article, Daniel Ghinn takes a look at Novartis' social media channels and questions whether there is a missed opportunity for the pharma company as it is not using...
There is a lot of data available about how physicians perceive and use digital technologies. Yet, less is known about how their perceptions and use patterns compare to other health providers. In addition, there is very little research on how things change when providers are passively observed utilizing the Web to research and consume medical information.
This infographic features research from a stand-alone digiheatlh pulse study conducted between late 2011 and early 2012. It explores the differences and similarities between what providers recall versus the reality of their online experiences. This infographic was published in Summer 2012.
Sven Awege's insight:
Good infographic by Fard Johnmar. Nice to look at this type of visual to trigger thinking. Clearly you need to go and do your own homework about your specific target audience, how and where they consume (context) and what mix of channels might be appropriate.
Le Département de la Santé du Royaume-Uni a l'intention de demander aux médecins du pays d'encourager leurs patients à avoir recours à des applications mobiles pour suivre leurs signes vitaux et leurs symptômes dans toutes sortes de situations, de la grossesse au diabète, afin de réduire les consultations inutiles.
Le Département de la Santé indique qu'environ 15 000 patients, au Royaume-Uni, ont déjà recours aux applications de leurs téléphones mobiles pour transmettre des données à leur médecin.
Le Département de la Santé espère ainsi faire économiser des «millions de livres sterling» au système de santé public du pays (le National Health Service, ou NHS), et souligne qu'en augmentant la fréquence des transmissions de données vers les médecins, ceux-ci seront mieux à même de suivre l'évolution des symptômes de leurs patients atteints de maladies chroniques.
D'après un article publié dans le quotidien The Telegraph, le ministère de la Santé estime qu'environ 25% des personnes qui consultent le site et l'application mobile NHS Choices se rendent moins fréquemment chez le médecin que les autres. L'année dernière, l'application NHS Direct a été téléchargée plus d'un million de fois.
«Il y a tant de personnes qui emploient des applis de façon quotidienne pour rester en contact avec leurs amis, se tenir informés de l'actualité ou des horaires des transports en commun», explique le ministre de la Santé Andrew Lansley dans un communiqué. «Je veux juste banaliser l'utilisation d'applis pour surveiller sa pression artérielle, trouver le centre de soin le plus proche et obtenir des infos pratiques pour rester en forme. Avec davantage d'informations de ce type à portée de doigts, les patients peuvent vraiment se retrouver aux commandes».
Andrew Lansley a établi une liste de 500 applis et autres outils que le NHS envisage de recommander aux médecins pour les prescrire à leurs patients, mais le NHS attend des retours de l'opinion publique pour savoir quelles applis sont les plus pertinentes. Les critères de sélection sont le petit prix ou la gratuité, d'après le Telegraph
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.
Medikly, a leading cloud-based, intelligent digital platform, today announced that Mark Goldstone joins the company as Co-CEO, along with current CEO and Founder, Venkat Gullapalli, MD. The announcement follows Medikly's recent multi-million dollar Series A funding, further solidifying the company's commitment to helping pharmaceutical companies better reach, engage and understand physicians. Together Goldstone and Gullapalli will advance the company's Software-as-a-Service (SaaS) platform, which continues to see exceptional growth and demand among pharmaceutical brands and marketing agencies.
Goldstone, who was most recently President of DDB's worldwide healthcare business, brings a wealth of.....
Sven Awege's insight:
This is a platform all Pharma marketers should know about. It's going to scare you, as it will revolutionize how you think about your marketing, but the rewards will be worth it.
Potentially there is a need for agencies to work with this platform to offer carefully crafted solutions for the marketers who never have enough time!
There is still much debate needed around what the role of Pharma is here. My cut is that we need to get involved to understand the dynamics and fine our place.
Clearly some elements will be huge barriers, such as linking adherence apps to EHR (I can't see Pharma going that far for at least the next couple of years - the task is mamouth and fraut with regulatory questions that the pack of nay-sayers will jump on!), but with 93% of doctors valuing this there might actually be a nugget here to dig up!