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Pharma Strategic
Pharma Strategic
helping healthcare stakeholders deliver innovative outcomes
Curated by Sven Awege
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87 More Vital Social Media Marketing Facts and Stats for 2012

87 More Vital Social Media Marketing Facts and Stats for 2012 | Pharma Strategic | Scoop.it

87 social media and online marketing statistics covering everything from how executives and large companies are using social media to mobile marketing trends.

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Can patients scooping clinical trial results influence pharma stock?

Can patients scooping clinical trial results influence pharma stock? | Pharma Strategic | Scoop.it

In the age of the Internet and social media portals such as Facebook and Twitter, investors are turning more and more to non-conventional sources of information to gain an advantage on investing in the stock market. With a little detective work, the ordinary retail investor can level the playing field versus the professional analyst or money manager, and even game the system to an advantage.

 

No industry presents more of a potential opportunity to scoop a story than the biotech sector. With over 400 publicly traded pharmaceutical and biotech companies testing their drugs in over 45,000 active clinical trials, many of these trials with hundreds or even thousands of patients, somewhere out there, someone is talking, or tweeting, or blogging.

 

No example is more representative than what was recently seen with Sarepta Therapeutics (NASDAQ:SRPT). Prior to the release of the phase IIb results on October 3, 2012, Sarepta shares had been slowly trending higher for the better part of the prior three months. Interest in the story, and eteplirsen, a RNA-based therapeutics that is designed to repair a genetic mutation in certain patients with duchenne muscular dystrophy (DMD), was first generated by the company when it reported encouraging preliminary results from the phase IIb study back in July 2012.

 

However, the press release alone from Sarepta wasn't enough to send the shares from $3 per share to nearly $17 prior to the release of the full data three months later. Instead, what drove meaningful excitement and net buying in the stock were videos and blogging on twitter by some of the patients prior to the company making the full results available. Parents of three of the eight subjects who were in phase IIb trial had been publicly discussing the results with local media (source, source) and even posted videos of family members' impressive recoveries on YouTube.


Via Andrew Spong
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iPads sway docs, but study shows DM still rules

iPads sway docs, but study shows DM still rules | Pharma Strategic | Scoop.it

A recent study links tablettoting reps with a greater prescribing impact, while other data suggest direct marketing tops all other forms of promotional outreach.


Via Nikos Papaioannou
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Measuring Online Communities: Pharma vs. Other Industries

Measuring Online Communities: Pharma vs. Other Industries | Pharma Strategic | Scoop.it

A big part of social media is about harnessing the power of communities - be it simply to better understand the real unmet needs, or actually engaging with the various stakeholders to deliver meaningful interactions that hopefully make this planet a better place!

 

John has disected a wonderful report by ComBlu (which delivers on the title of this post), to highlight some good points that professionals in the Pharma industry should be fully aware of.

 

Click on the graph to read John's post or download the report here: http://bit.ly/WFz5d1

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Print: still not dead!

Print: still not dead! | Pharma Strategic | Scoop.it

We all (well, a few of us digital evangalists) get really excited about digital in the multi-channel ether, but beware those that forget paper!
This bit of research shows us just how attached to printed articles our doctors still are... but please do not let this be a reason to forget all those other channels - do you really believe you are only influenced by what you read on paper, and all those other touch-points do not contribute?

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The dangers of infographics

The dangers of infographics | Pharma Strategic | Scoop.it

Infographics, as I've said in other postings and comments, can be tremendously useful and dangerously misleading!

 

Brad Einarsen has taken the time to disect a recent healthcare infographic. His work underlines my thoughts!

 

"I love free research--specifically free healthcare research. These studies provide insight that promotes the common understanding of the audiences who consume our information and who make important life decisions based on it...."

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CIO White Papers | Essential Resources for Information Professionals

CIO White Papers | Essential Resources for Information Professionals | Pharma Strategic | Scoop.it

White Paper - Customer Service in a Social Media and Multi-Channel World http://t.co/ZWsuuR6c...

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Pinterest Launches New Business Terms For Companies, Website Verification, Widgets And Access To New Features

Pinterest Launches New Business Terms For Companies, Website Verification, Widgets And Access To New Features | Pharma Strategic | Scoop.it

Pinterest could turn into an absolute monster for e-commerce, and we've been waiting to see what it would do to push that forward. We found out today with the company's announcement of new tools for the business community.

Pharma, as usual, will take a bit more time to navigate internal barriers. Pinterest is however a great medium for visual - something that nearly every pharma marketer apreciates! There might be hope.

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When credibility and trust matter more than usability: Measuring Usability

When credibility and trust matter more than usability: Measuring Usability | Pharma Strategic | Scoop.it

Build it and they might come.

Build trust and they might stay.

Make it usable and credible and they may tell their friends.

The first step in building a successful website is to provide something people want or need—like a product, information or service.

After that, it better be easy to use. Now you may start to get users telling their friends, tweeting about your website and posting it to Facebook.

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Using social data to drive business objectives

Using social data to drive business objectives | Pharma Strategic | Scoop.it

It's a familiar litany now, that the openness and transparency of social media will unleash a wide range of compelling outcomes for our organizations, if we'll only embrace it. While there is little doubt that social media is one of the great phenomenons of our age, there are certainly those that think the hype surrounding it is also a bit over-egged.

 

Yet a growing set of compelling examples is showing us unique and vitally useful outcomes that are only possible in social media. For those just catching up with the story, part of the uniqueness and power of social media is that it generaly makes the information that's shared -- using social networks, blogs, and other forms -- public by default.

 

This is in contrast to earlier forms of analog and digital communication, where we were required to have perfect foreknowledge of who should be involved in a conversation, such as their phone number(s), e-mail address(es), or other contact info. Everyone else was automatically excluded from the process and the contents of the discourse itself was largely invisible and left little behind.


Via Andrew Spong
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The Quality of the Conversation Matters

The Quality of the Conversation Matters | Pharma Strategic | Scoop.it

Community management is the new black. Everybody is doing it. Everybody claims to do it well. But scan a random sample of brand Facebook pages and you will discover a broad spread of quality. Now check Twitter. Same thing.

This article highlights the 3 pitfalls to avoid in community management for brands:

1. Letting Industry stats drive the strategy

2. Letting your own data drive the strategy

3. Forgetting to define a brand voice (excellent recommendations here!)

 

In conclusion, the quality of the conversation matters (wow!).

 

Pharma is oh so far away from this today, but I beleive community management is going to hit us at some time in the future, and we'll be scambling to find skilled resources that want to work in a nombrilisme sector.

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How To Create A Digital Marketing Strategy

How To Create A Digital Marketing Strategy | Pharma Strategic | Scoop.it

Where is the starting point in such a mission?

Already from the title I'm a little concerned that we're going to create isolation. Yes, I'm a digital geek, but to really shift the needle digital is only part of multi-channel. If we want Pharma to have a meaningful impact on their target audience we need to start upstream.

This article is however an excellent read as there is alot of structure and great elements that are all part of the magic that is needed in delivering results.

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Does Social Influence really matter?

Does Social Influence really matter? | Pharma Strategic | Scoop.it

Such an important question that we often forget to ask.

Reach is important, but relevence is critical!


Via Gilles Jourquin
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Pharma and biotech on Facebook

Pharma and biotech on Facebook | Pharma Strategic | Scoop.it

The 2011 changes to Facebook's rule, forcing pages to be open for comments, have not put an end to pharma's interest in the social network.


Via Dominique Godefroy
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ClickClinica, the app that maps disease outbreaks

ClickClinica, the app that maps disease outbreaks | Pharma Strategic | Scoop.it

There are more than half a million apps at the iPhone App store, and few human interests are uncatered for. You can download books, have a tour of the stars, and lob exploding birds at hunkered-down pigs.

 

Academics are now getting in on the app action. Earlier this month, researchers at Liverpool University launched ClickClinica, a free app for doctors. It brings together authoritative guidelines for handling medical issues, from bodies such as the World Health Organisation (WHO) and the National Institute for Health and Clinical Excellence (NICE), so doctors can check best practice before treating their patients.


Via Alex Butler, dbtmobile
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Effective pharma marketing starts with a patient journey

Effective pharma marketing starts with a patient journey | Pharma Strategic | Scoop.it

Strong analysis and effective marketing go hand in hand, so we catch up with Dr Simone Seiter to hear about a new approach that is changing the way pharma operates.

Most Pharma marketers are now aware of this approach - only those that remain in monopolistic TA still have not adopted this approach.


Via Jarek Kucia, Lionel Reichardt / le Pharmageek
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Dan Baxter's curator insight, December 14, 2012 4:53 PM

The shift in patient influence means more emphasis on the patient journey by pharma marketers. 

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SmartWard patient care app nominated for global award - Telegraph

SmartWard patient care app nominated for global award - Telegraph | Pharma Strategic | Scoop.it

The app that won the Telegraph's Start-Up Weekend award is now up for a global prize to choose the best software developed at any such contest around the world.


Via Alex Butler
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Sales Force Report: Shadowing the Reps

Sales Force Report: Shadowing the Reps | Pharma Strategic | Scoop.it

Sales Force Report: Shadowing the Reps

This article provides much background on the changing dynamics of the Pharma industry, and how initial "digital" initiatives have not delivered the expected results, but also giving an honest appraisal of the downsizing of the sales foce.

Although there is much value in this post, and well worth the read, I would not be so harsh on digital. We need to know much more about attibution to channels, and develop truely interwoven channels to be able to deliver meaningful results.

As a beloved district sales manager that I highly respected once said to me "you don't catch flies with vinegar" (probably lost in translation from French - but you get the idea), here too the huge underinvestment in platforms undermines the objectives.

 


Via Thierry Geufroi, Lionel Reichardt / le Pharmageek
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How Real are Automated Multi-Channel Marketing Operations?

How Real are Automated Multi-Channel Marketing Operations? | Pharma Strategic | Scoop.it

Sophisticated marketing organizations have long since realized that it is a multi-channel world.

Is this "holy grail" reality or fiction.

John Berndt has a good stab at discussing this horribly complex topic, and sheds light on some basic issues that need to be addressed.

Pharma is thinking in the right way, but clearly has not grasped the true nature of this topic based on my past experience and current investments.

Things will change - there is no dobt about it. The question is at what rate!

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Consumers of healthcare | World of DTC Marketing.com

Consumers of healthcare | World of DTC Marketing.com | Pharma Strategic | Scoop.it

Patients want a more personal approach to working with their doctors today...

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CVTV - YouTube

CVTV - YouTube | Pharma Strategic | Scoop.it

CVTV features informative videos on AF & Stroke, Hypertension and Thrombosis to raise awareness and provide research and news material.

This site is provided by Boehringer Ingelheim Corporate Headquarters in Germany.

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EHR Adoption: International study for once.... lets learn!

EHR Adoption: International study for once.... lets learn! | Pharma Strategic | Scoop.it

Great lessons to be captured from looking across different geographies (survey by the Commonwealth Fund).

 

Just 27% of American doctors said they had EHRs with "multifunctional" capabilities.

That's a far lower percentage than in other countries such as the U.K. (68%), Australia (60%), and New Zealand (59%), but higher than in Canada (10%), France (6%), Germany (7%), Norway (2%) and Switzerland (7%). The Netherlands was roughly comparable to the U.S. at 33%.

 

What is frightening is the low level of (digital) exchange between GP's and specialists (yep, you're going to have to go read the original report now) as this has real impact in slowing down the time-to-treatment for patients in need.

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Digital ROI

Digital ROI | Pharma Strategic | Scoop.it

The pod respond to the notion that senior pharma managers do not believe in the ROI of digital and ask:

 

What is ROI?

 

How can we seperate 'digital' from almost every aspect of business and even our own lives?

 

Are these type of questions silly and pointless in 2012?


Via Alex Butler
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Pharma gets social: world’s best social media of 2012?

A great place to start when looking around for some inspiration (or huge gaping gaps). 

This article is about social media and digital initiatives by pharmaceutical companies in the year 2012.

There has been a good deal of work to dig around and investigate the higher profile initiatives.

As usual with these articles the authors focus on English language initiatives as they're the easiest to spot and understand. Be aware that there are many more initiatives in different languages, many of them even more avant-gardist and driving real engagement.

BTW I've heard that Dose of Digital is updating its Wiki and will publish shortly - will be worth keeping an eye open (or simply RSS it) :-)

 

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Infographic: How Health Consumers Engage Online

Infographic: How Health Consumers Engage Online | Pharma Strategic | Scoop.it

Usually I'm quite sceptical about infographics for numerous reasons. This one though really is very good. If this snapshot does'nt convince the Pharma Marketer then I don't know what will!

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