So a couple of years ago, selling social media marketing was an uphill slog. Our business owners were amazed that anyone would consider messing around on Facebook or Twitter as actual marketing.
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Internal challenges – and not regulatory ones – are the biggest barriers to better use of social media in pharma, according to a new survey of industry executives.
Communications firm Weber Shandwick conducted 12 in-depth telephone interviews with senior in-house pharma executives responsible for social media decisions in Europe, the US, Asia and Latin America. Its resulting report, produced with Forbes Insights is 'Digital Health: Building Social Confidence in Pharma', and has 10 tips for pharma execs using social media to engage key audiences. The report identifies a number of what it calls ‘paradigm-shifting conclusions’. The most notable finding is that regulatory restrictions are no longer the primary barrier to social media engagement.
Sven Awege's insight:
The full PDF report (link at bottom of article) covers all the reasons we all know. It is nicely written, and helps the bigger cause. One of the key elements is "just do it" - getting started is what it's all about. Delete the scoop?
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A health IT platform for phramaceutical marketers is expanding into the clinical trial universe as part of a strategic partnership between Medikly and inVentiv Health.
Sven Awege's insight:
inVentiv Health btw is a 2B$ Pharma player, so has the clout to make things happen. Watch this space in the near future! Delete the scoop?
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Staying safe on social media isn't easy. Social networks want a LOT of your information. Here's a visual guide to what you can (and can't) post.
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Moving into the mobile app market are healthcare apps medical devices? Articles In our digital focus month; James Whitehouse takes a look at the healthcare mobile apps market and questions whether or not they can be classed as medical devices. Via Olivier Delannoy 
hugh mcclung's curator insight,
May 30, 7:33 AM
Good defination of a medical device, hence FDA.
"Broadly speaking; software is a medical device when it has a controlling function; such as drug delivery; x-ray intensity; defibrillation current and gas mixture administration. Software that is considered standalone or independent from other devices may also be considered a medical device when it is performing an action on data different from storage; archiving; lossless compression; communication or simple searching6.
If an application; regardless of platform; is deemed to perform any of the functions detailed above then the software needs to be registered as a medical device."
As a side comment Pharma have about 400 medical app, most of which would be defined as medical device Delete the scoop?
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Interest and confidence in direct to consumer pharma marketing is waning in those territories that permit it as the healthcare consumers’ voice has become audible through social platforms. In the majority of geographies that do not permit DTC advertising, other approvable promotional methods have been challenged by our increasing reticence towards or active dislike of sales messaging, and our willingness to express our displeasure. Is this a function of the challenge to the supremacy of traditional, broad spectrum advertising that social poses, or is social a spur to the creation of messages specifically designed only to appeal to segments of a massively fragmented audience? Silence Media’s Lee Henshaw describes the utility of split testing and geo-targeting in advertising. Via Alex Butler Delete the scoop?
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bacigalupe's curator insight,
May 25, 10:22 AM
Background: For the last decade, mHealth has constantly expanded as a part of eHealth. Mobile applications for health have the potential to target heterogeneous audiences and address specific needs in different situations, with diverse outcomes, and to complement highly developed health care technologies. The market is rapidly evolving, making countless new mobile technologies potentially available to the health care system; however, systematic research on the impact of these technologies on health outcomes remains scarce.
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Via Andrew Spong
Sven Awege's insight:
These types of simple tools are really useful for our Pharma Marketer to break down the spychological barriers of social media listening. Jonathan Richman did a great one, when he was stretching the limits with Dose of Digital, for off-label promotion (http://www.doseofdigital.com/2012/01/translating-fda-social-media-guidance/). 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. Delete the scoop?
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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... Via Olivier Delannoy 
Mat Beca's curator insight,
May 17, 4:04 PM
Comment générer de l'engagement pour la pharma? La réponse n'est pas ici mais c'est vrai qu'il y a une opportunité à saisir...
hugh mcclung's curator insight,
May 17, 8:07 PM
Summary statement
"For Novartis, the message is highly controlled. If in the past, pharma communication was a one-way dialogue via glossy brochures with little opportunity for stakeholders to respond, the digital age of healthcare engagement appears to have bypassed Novartis, at least as far as its corporate communications activities go"
Pharma need to enter the patient engagement. One recent quote
" Patient Engagement is the Bigest BlockBuster Drug of the Century" Delete the scoop?
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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. Delete the scoop?
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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 . Via dbtmobile 
Suzana Biseul PRo's curator insight,
May 13, 6:03 AM
Cela me paraît bien et au m^me temps un peu dangereux. Qu'en pensez-vous ? 
PINEAU Léa's comment,
May 14, 12:12 PM
Cette article traite de la volonté du Royaume-Uni d'encourager l'utilisation d'applications médicales par les patients.
Emmeline Maupas's curator insight,
May 16, 12:52 PM
La volonté du Royaume-Uni à développer des applications médicales sur mobile pour les patients afin d'éviter les consultations inutiles. Delete the scoop?
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Bientôt, dans une prescription médicale fournie pour votre médecin, vous naurez pas que des pilules et des comprimés à prendre mais aussi vous serez... Via Rémy TESTON Delete the scoop?
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Sven Awege's insight:
Pharmaguy identifies where ROI might be more prevalent across Pfizer digital initiatives, while having the usual stab at shoddy execution. Delete the scoop?
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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 curator insight,
March 4, 5:06 AM
"A blockbuster drug of the Century" was to the point! "E-Patient" report published by R.W. Johnsson Foundation could be suplementary lecture.
Bill Palladino - MLUI's comment,
March 4, 10:29 AM
Thanks for this. The framework could easily be applied to any nonprofit organization too.
rob halkes's comment,
March 4, 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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e-patient Nombre de malades chroniques se dirigent vers Internet pour mieux comprendre leur problématique de santé et savoir la gérer au quotidien. Une enquête[1] réalisée en France dresse un portrait des caractéristiques ... Via Agathe Quignot Delete the scoop?
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Businesses can no longer afford to have top leaders sit on the social media sidelines, a new study finds. More than three-quarters of executives worldwide believe it is a good i...
Sven Awege's insight:
Great article ! Huge implications for the company if your CEO uses social media - in my opinion, positive - however in Pharma our leaders aren't very avant-gardeist. Maybe we can get our CMO's to take the lead!
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Social media can predict the success of a new drug launch much faster than traditional methods. Many pharmaceutical companies try to measure the success of their launch based on weekly script trends.
Sven Awege's insight:
These channels should be consistently used, at least in Parallel over the next couple of years, as part of the standard pack that Pharma Market Research/Business Intelligence/SFE.
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The Food and Drug Administration (FDA) this week launched its first investigation into an unregulated Urinalysis app, a warning to health app makers. Via Alex Butler Delete the scoop?
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By the way, these are 3D-printable. Delete the scoop?
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For years, many mobile insiders proclaimed “201_” is the year of mobile. While I can’t say when/if it actually happened, 2013 is defin (Web Design Survive Pharma’s MLR Process?
Sven Awege's insight:
This great question can be bundled with the "To Pharma App or Not To Pharma App" question too. Delete the scoop?
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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. Via rob halkes, Lionel Reichardt / le Pharmageek, lionelreichardt
rob halkes's comment,
May 19, 12:55 PM
THnx Lionel! Indeed mcm is not just about campaigning. So right your answer is.. IN connection with our customers (Rx) and their clients (patients) we can make the difference as pharma!
Sven Awege's comment,
May 20, 11:51 AM
Inbound and outbound MCM are seldom integrated - hence the confusion of "having a discussion" which can't really happen if the two halves are not seamless.
rob halkes's comment,
May 20, 4:03 PM
Indeed Sven, SO I think that design of multichannel in meddevices and pharma world often sticks to the classic one way communication campaigns instead of evolving to the two way interaction. Mcm is in fact suboptimally used when one will not evolve with the opportunities that new communication technology provides to engage with customers.. But is know how difficult it is.. ;-)
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Emerging technologies are poised to personalize the consumer experience radically—in real time and almost everywhere. It’s not too early to prepare. A McKinsey Quarterly article.
Sven Awege's insight:
There are a few hurdles, but this could also apply to marketing to healthcare professionals. Delete the scoop?
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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. Via Andrew Spong 
Andrew Spong's curator insight,
May 13, 10:01 AM
Regina Holliday's reminds those who think it appropriate to poll patient opinion about how pharma marketers should be selling to them that it isn't appropriate. Ever.
Wrong question, wrong context, wrong approach.
Wrong everything.
What does 'right' look like?
Here's Regina again:
"If you want to see a good example of pharma social media look at Lilly Clinical Open Innovation or @Lilly_COI on twitter. They talk with us. They attend our tweetchats. They even wished me Happy Birthday through a retweet last week. @Lilly_COI may not have a ton of followers, but they understand social media is not about using patients. Social media is about working with people."
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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. Via Revue presse 
Denise Silber's curator insight,
May 12, 4:09 PM
Doctors inventing digital tools: Inspiratio of Respiradom is one example from Sylvie Royant Parola
Denise Silber's curator insight,
May 12, 4:10 PM
Médecin 2.0 - Sylvie Royant -Parola parlera à Doctors 2.0 & You 6 juin Paris
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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.” Via Andrew Spong
Andrew Spong's curator insight,
April 8, 7:05 AM
Everyone wants the fastest, most accurate diagnosis they can acquire (although they may also want a second decision). Clinical decision support tools can help deliver on this requirement in a timely manner.
To me, this article is suggesting that there is an educational need for doctors who use diagnostic tools to explain to their patients why they are using them, *not* a suggestion that they stop using them. 
Deborah Verran's comment,
April 9, 4:40 PM
Important that everyone in the healthcare system understand what are the challenges with conveying why this technology is being used, to the public
Steve S Ryan, PhD's curator insight,
April 16, 9:34 PM
[SSR: Never underestimate the value of asking for expert advise. It makes you look smart to use multiple resoucres.] Delete the scoop?
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The nascent clinical trial industry in India seems to have been nipped in the bud. It was just a few years back in 2007-2008 when the whole clinical trial landscape in India was booming. Over a hun...
Sven Awege's insight:
I never knew India was building capabilities here - interesting, and pity that it's been put on hold Delete the scoop?
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Interesting article about ROI on Social Media Marketing from other industries. Pharma marketers can use this too - sound principles.