One out of every three adults in the US will buy a digital health product of some kind in the next year, Gary Shapiro, the CEO of the Consumer Electronics Association (CEA), said — citing data from an upcoming CEA survey — during his luncheon keynote at HIMSS’ mHealth Summit this week.
Over the course of this past year the consumer/patient-facing digital health conversation shifted from a predominantly direct-to-consumer market to one that might leverage traditional healthcare channels. Among the drivers that steered the industry back toward the patient-provider relationship: the prospect of physicians prescribing apps, the importance of integrating data from mobile health programs with EHRs and other systems, and the push for patient engagement from forthcoming meaningful use requirements.
Health apps and smartphone-enabled medical devices today, which Vinod Khosla (Khosla Ventures) described as “clumsy point solutions”, are just version 1.0 of digital health, he said. This is just the beginning and some of the consumer-driven services today will quickly make their way into the healthcare system.
Consumer health and provider-driven digital health initiatives, of course, will grow up together in parallel. Each can help drive the other in their own way.
“There are really two models for how the world works: the cathedral and the bazaar model,” Khosla explained. “Bazaars evolve much faster than cathedrals do — often because people leave cathedrals to join the bazaar. You can also be in a cathedral and help the bazaar evolve faster than any cathedral could on its own.”
... with this year's crop of prognostications. While these are all broader marketing trends, I've outlined what I think you, the social media marketer (or digital marketer), should give some brainspace to in 2013.
Based on our experience at Dell, we see a digital engagement strategy includes:
* Objectives: engagement is strategic when aligned with the care organisation’s wider goals, when its impact can be measured and when it is fully integrated with the processes delivering care.
Care organisations should consider engagement objectives which support their wider goals, enhancing and augmenting existing channels of communication, and also the key stakeholders to be influenced to help overcome barriers to achieving them.
People: engagement is primarily about people and change. Care organisations should consider the groups they want to reach, why, how and where these groups gather online, the information they want to access and whether they can be engaged by the organisation in ways which will add real value.
* Resources: engagement is a sustained, long-term activity requiring committed resources, not a short-lived campaign leaving engaged groups hanging. Arguably, only the organisation’s staff can build trusted many-to-many relationships at meaningful scale. Consequently, change agents across the organisation need to be identified and empowered.
Care organisations should consider the levels of staff participation required, whether to build relationships with credible external advocates and communities, the need for a social media policy, requirements for training and for supporting engagement tools.
* Engage: start by listening, understanding the conversation before determining how best to contribute. Care organisations should consider how they will listen and evaluate before actively engaging, then how they will manage and respond to the feedback engagement will generate.
* Measure: if engagement supports overall goals, then its impact on existing performance measures will be primary indicators of success. Care organisations should consider how progress towards achieving engagement objectives will be assessed, the key performance indicators to be put in place and how improvements in outcomes will be measured.
Social metrics such as: awareness, actual audience size, reach and share of voice; engagement, levels of participation; influence, how relevant and credible the organisation is deemed; and advocacy, feedback, opinions and recommendations can provide quantitative measures. Monitoring techniques such as sentiment analysis can be used to provide supporting, qualitative indicators. Given potential ethical and privacy issues, organisations need to be transparent in their use of such techniques and ensure compliance with relevant legislation.
* Iterate: test and learn. Momentum can be built through experimentation, iteration and refinement, small, consistent moves focussed on delivering engagement objectives. Measuring results allows the organisation to identify what is, and is not, working well, the issues to be rectified and adjustments to be made. Resources and investment can then be focussed on scaling those initiatives delivering the greatest benefit, building on initial successes to incorporate further objectives.
Great National Public Radio (NPR) article on the importance of social media to the diabetes community.
The number of people with diabetes is set to skyrocket in the next 40 years. Social media has given patients an online support network and information repository for dealing with their disease.
Talks about pharma's role and the need to be transparent and relevant. It also highlighted the work by Sanofi, including the Discuss Diabetes blog, Facebook page, Twitter account and diabetes dictionary.
There is still space for other Pharmacos in this area to help!
The history of computer-assisted diagnostics is long and rich. In the 1970s, researchers at the University of Pittsburgh developed software to diagnose complex problems in general internal medicine; the project eventually resulted in a commercial program called Quick Medical Reference. Since the 1980s, Massachusetts General Hospital has been developing and refining DXplain, a program that provides a ranked list of clinical diagnoses from a set of symptoms and laboratory data.
And I.B.M., on the heels of its triumph last year with Watson, the Jeopardy-playing computer, is working on Watson for Healthcare.
Influence is such a hot topic in the digital industry yet there remains widespread misunderstanding over how it works, argues Dr Michael Wu, Chief Scientist at social community specialists Lithium Technologies...
One of the biggest challenges I see with mHealth companies is their struggle in telling their story. Most mHealth companies are sitting on elegant, powerful solutions for healthcare providers and end users, yet time after time run into resistance in getting buy in from healthcare system decision makers.
Pharma: from (e)detailing to physician and patient excellence, a new commercial approach.
The demand for a new commercial model in Pharma is striking. Lots of talk about social media, KAM, gaming, mobile and all kinds of excellences: customer, sales and marketing.
But what's the roadmap starting from the current situation of pharma's commercial business approach, to get to a new commercial relationship for the (local affiliates) of the pharmaceutical industry to its very customers?
I invite you to the scetch of this.
I made this outline on the basis of having gone that road and now look back on the (very) positive results.
Hold yourself to your seat: it might feel like a roller coaster! But doesn't just make that all the fun?
You may challenge me ;-) but thanks for your attention anyway!
The future patient will be: Committed to self management. The future patient is aware of the fact their personal health future is most likely to be conditioned by preventative strategies rather than...
Cegedim Relationship Management today announced the release of its thought leadership report, 2012 US Pharma Insights, which provides the results of its third annual survey of life sciences decision makers on current challenges, upcoming business developments, preferred strategies and next generation technology. Leveraging analysis from three years of responses, the report delivers a holistic view of present and future trends.
The Shape of Change in Decision Making, Industry Concerns and the Future
Sustained industry concerns, evolved decision making leadership and new future strategies top 2012’s trends. Aligning with previous years’ responses, 74% of respondents ranked the changing commercial business model as their first, second or third priority of concern; followed by regulatory reform (62%) and market access (53%). Additionally, decision making leadership now sources from executive management for most technology decisions (46%); and strategy/business development for main business model/process changes (55%). Further, respondents clearly defined the following prioritized changes for the near future: increased focus on market access strategies (64%), primary sales force realignment (38%) and increased focus on managed markets (35%).
Boosts in Field Centric Tablet Usage, Preference for Apple® Mobile OS and Noteworthy Social Media Gains
Surveyed executives cite continued focus on field centric tablet usage, their preferred mobile OS and social media. Eight out of ten (80%) currently use or will be using tablets, and unsurprisingly, field sales/account management (61%) account for the most active tablet users. Further, exactly half selected Apple OS as their favorite mobile platform. In terms of social media trending, the report underscores significant increases in usage between 2011 and 2012. LinkedIn (96%) and Facebook (70%) represent respondents’ leading channels with marketing (64%), PR (42%) and sales (38%) make up the most active departments. Lastly, despite minor social media budgets, those surveyed exhibited notable gains according to the report.
“The 2012 US report details exactly how and where our current industry climate is impacting strategy and operations. Respondents report strong focus on business model changes, as well as next generation and mobile technologies,” said Angela Miccoli, President of North America, Cegedim Relationship Management. “In order to further our standing as the leader in pharma CRM, data and compliance solutions, we strive to consistently monitor the pulse of the industry, and empower our customers with our proven insights and expertise.”
Google on Friday announced a useful update to its search product: the addition of medications. If you search for a drug, the company will now display information about it on the right-hand side, including key facts such as drug class, related medications, brand names, side effects, pregnancy risk, what the drug may treat, and so on.
Google will also include a list of other drugs that users who searched for this drug ended up searching for. While the feature isn’t yet available for me, the company included the following screenshot as an example of a search result for Naproxen.
This article is about the rise in digital technologies and how they have affected the pharma marketing sector. If you look at the consumer marketing role and how the introduction of digital has changed the role in the last ten years there are grounds for worrying that it is going to get even more complex yet.
Digital works differently. We can now talk to customers in a new way, where the iPad allows us to bring messages to life almost as if they are on a personal Youtube channel, with movies and the ability to link through to fully detailed support data. But even more than this, digital is interactive and the data on created on the iPad comes straight back to head office.
Microsoft has launched a mobile app that it says will improve patient adherence and help them recognise adverse events.
The software giant says that other features of its new MedicineCabinet app will allow healthcare providers to reduce duplicate or unnecessary medicines and help them spot if their patients have been prescribed inappropriate drugs.
The financial industry is a great role-model to Pharma - highly regulated, sensitive, and in deep need of customer understanding and knowledge.
This article by Kevin is about customer relationship management in the financial industry, compared with the pharmaceutical industry.
Many of the points raised are really great, and should guide us forward.
In reality though Pharma spends a fraction of what Financial institutions do on IT, and balk at these big numbers needed to do it propoerly.
Much of the "failure" of digital channels that I've seen across many Pharmacos can be attributed to a lack of true investment. Digital and multi-channel are costly, but the impact is worth it. The old model is broken, lets move forward.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.