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Design principles for pharma digital strategy | pharmaphorum

Design principles for pharma digital strategy | pharmaphorum | Pharma Strategic | Scoop.it
This article is about parallels between design principles and the strategic challenges for pharma digital strategy.

Via Alex Butler
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David Dellamonica's curator insight, March 27, 2013 1:01 AM

crossroads of technology and liberal arts

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Next: looking beyond the device in digital health

Next: looking beyond the device in digital health | Pharma Strategic | Scoop.it

Observers of the digital health ecosystem seem addicted to the idea that it is accretive when in truth it is commutative.

 

News of the demise of sleep tracker Zeo, theclosure of Google Reader through which many of us have reviewed health news, and the imminent  withdrawal of the best (IMO) version of the best Twitter client through which many health tweet chats have been conducted should hopefully serve to remind us of the transitory nature of digital environments.

 

Personal health data is certainly going to continue to be collected. It will be at the centre of our genome-informed, personalised medical future.

However, we aren’t going to be collecting it via a panoply of trackers, gadgets, wristbands and glasses.

 

We no more want external health peripherals than we do a keyboard for a tablet computer. They are extraneous, inconvenient, and will only be used by health hobbyists.

 

Nor are we ultimately going to want to see that data collected by a smartphone-like device. Mobile devices, whether carried, or viewed via a HUD contact lens, or placed on the back of our hand as a removable skin-like overlay, may be a great way of reviewing data, but in the last instance we don’t want integrated onboard sensors tracking our data for the sole reason that it requires us to remember or desire to continue to collect it, even if the process is passive.

 

This needn’t mean a Matrix-like plug of course, but rather a sensor of whatever sort that merely gathers data.

 

However, not everyone wants to be a cyborg, nor will it be necessary to be one in order to enjoy the long terms health benefits of fully quantifying (and adapting) our health behaviours.

 

Assuming that we don’t all succumb to the beguiling technological singularity, the paradigm will be inverted and the social face of health will be human rather than a mimetic poly-alloy.

 

The future of quantified health will reside in non-invasive sensors that will become as ubiquitous and cheap to use as the bar code, incorporated not only into public spaces but also into products and packaging. Aggregated personal data is Big Data by any other name, and will facilitate the study of health trends and behaviours at a population level.

 

This may sound like science fiction.

 

However, aspects of the transformation of  digital health into a non-invasive sensor-facilitated model are just a few steps down its evolutionary pathway.

 

So let’s look beyond the device-driven quantified self.

 

We’re not still discussing what happened to our Walkman, pocket calculator PDA, diary, Filofax, digital camera, and so on, and nor do we need to talk about how everything that can be integrated into mobile devices will be, because we already know it’s going to happen.

 

There are more interesting questions to ask of the future of digital health, such as....

 


Via Andrew Spong
Sven Awege's insight:

Another mind-challenging post from Andrew. Worth the read.

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Andrew Spong's curator insight, March 16, 2013 12:45 AM

Click on the title link above to read five questions about the future of digital health beyond the device

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Era of mobile health tracking definitively arrives, Samsung Galaxy S4 & accessories focuses on mHealth

Era of mobile health tracking definitively arrives, Samsung Galaxy S4 & accessories focuses on mHealth | Pharma Strategic | Scoop.it
When a company that had over $180 billion in net revenue (more than Apple) for 2012 decides to seriously get into mobile health devices, it's safe to say the age of mobile tracking has definitely arrived.

Via OMP Digital
Sven Awege's insight:

Come on Apple or Microsoft, show us what you've got!

My guess is MS's HealthVault will be packaged into MS solutions within the next year - they have been soft-launching the service again, even in tough markets such as France.

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OMP Digital's curator insight, March 15, 2013 5:02 AM

Samsung’s S Health app is a native app the phone comes with the Samsung Galaxy 4 enabling you to input the calories you consume in a day and a slew of other fitness metrics.

 

As Samsung made over $180 billion in net revenue (more than Apple) for 2012 they have decided to seriously get into mobile health devices, with this it’s safe to say the age of mobile tracking to the consumer has definitely arrived.

Ines Di Loreto's curator insight, March 19, 2013 1:41 AM

The first mobile with built in health applications

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Entreprise numerique panorama 2013 cedhys

Curtain raiser to an association of Pharma & Healthcare CIO's in France on the Digital Enterprise - covers multichannel communications, digital excellence, chan
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Lionel Reichardt / le Pharmageek's curator insight, March 19, 2013 11:46 PM

Intervention de Sven Awege et Lionel Reichardt au Club des Directeurs informatiques de l'industrie pharmaceutique CEDHYS

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Development and Testing of a Multidimensional iPhone Pain Assessment Application for Adolescents with Cancer

Development and Testing of a Multidimensional iPhone Pain Assessment Application for Adolescents with Cancer | Pharma Strategic | Scoop.it
Development and Testing of a Multidimensional iPhone Pain Assessment Application for Adolescents with Cancer
Sven Awege's insight:

Objective: Our (their) objective was to design, develop, and test the usability, feasibility, compliance, and satisfaction of a game-based smartphone pain assessment tool for adolescents with cancer.

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How to Leverage the Marketing Power of Social Media and Mobile – Case Study

How to Leverage the Marketing Power of Social Media and Mobile – Case Study | Pharma Strategic | Scoop.it

The Football Club Goes Digital.....

Key Insights

So what can we takeaway from this case study?

 Providing unique free content can create other revenues opportunities for creative marketers. While this approach requires a longer-term investment, a large database can provide greater returns than a small database.More than just acquiring a database, purposeful curation of data and analytical insights is key to delivering timely, relevant and targeted messaging.A loyal supporter is not necessarily a profitable customer. The key challenge is converting loyalty into revenue. Deployment of the flash sales prototype enabled experimentation in finding the balance of hooks (value) and triggers (relevant purchasing opportunities) to encourage ongoing participation, while driving revenues for the club.
Sven Awege's insight:

Great article that ties together social media and mobile. This multichannel insight can definately be leveraged by pharma marketing teams to deliver ROI. The road ahead is definately more complex, taken the highly regulated nature, and clearly lower budgets (at least over here in Europe) compared with Football clubs, but that makes the success even more delicious!

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Boehringer partners with PatientsLikeMe on rare disease community - PMLiVE

Boehringer partners with PatientsLikeMe on rare disease community - PMLiVE | Pharma Strategic | Scoop.it

Boehringer Ingelheim is collaborating with the online patient community PatientsLikeMe on the rare lung condition idiopathic pulmonary fibrosis (IPF).

The partnership, announced to coincide with last week's Rare Diseases Day, will see Boehringer help enhance PatientsLikeMe's existing IPF community.

This will take the form of providing what PatientsLikeMe says will be a “customised experience” for its users that will allow them monitor their health and progress over time and connect with others to learn more about the condition.

PatientsLikeMe co-founder and president Ben Heywood said: “We are excited to partner with Boehringer Ingelheim, a leading pharmaceutical company, to support this patient initiative.


Via Dinesh Chindarkar
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Dinesh Chindarkar's curator insight, March 4, 2013 3:28 AM

With patient-centricity becoming the new key, such initiatives will change the way healthcare partnerships can bring out healthy outcomes!

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By Helping Big Pharma Better Understand Your Local Doctor, Medikly May Just Be Tapping Into A Goldmine | TechCrunch

By Helping Big Pharma Better Understand Your Local Doctor, Medikly May Just Be Tapping Into A Goldmine | TechCrunch | Pharma Strategic | Scoop.it
Medikly, a startup that aims to help pharmaceutical companies reach and better understand physicians, announced today that it has raised $1.2 million in series A financing from Easton Capital.
Sven Awege's insight:

There is a huge potential with this solution for Pharma marketers, but if they are not quick this solution will get swallowed up by the agencies/consultancies and be white-labelled.

Pity though, as from what I know (my disclaimer here: Medikly is a customer of mine) that will add an additional layer, taking the marketer further away from where s/he wants to be - on the cutting edge of capturing customer insights!

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iTrend LLC's comment, February 27, 2013 2:31 PM
Completely agree,Sven.
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Industrie pharmaceutique : les visiteurs médicaux sont-ils condamnés ?

Industrie pharmaceutique : les visiteurs médicaux sont-ils condamnés ? | Pharma Strategic | Scoop.it
Pour mieux comprendre l'univers de la pharma et de la santé
Sven Awege's insight:

Another excellent article by Jean-Jacques Cristofari, clearly articulating the sales rep paradigm in France and where it's role is heading. Similar trends have already appeared in other European countries, and will no doubt follow through to the others too over time.

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How can health tech get beyond early adopters to reduce care disparities among the masses?

How can health tech get beyond early adopters to reduce care disparities among the masses? | Pharma Strategic | Scoop.it
Health tech entrepreneurs and a report released this week look at ways to bridge knowledge and behavior gaps in health technology.

Via Alex Butler
Sven Awege's insight:

Social media and HIT combined can bring the behavioral changes, but as usual it will take time, more time than the pioneers expect.

The good thing is that it will definately happen, and will democratise health along the way.... slowly!

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Murray McKercher's curator insight, February 24, 2013 10:14 AM

Good report...

Alex Butler's comment, February 25, 2013 11:08 AM
I agree it will take time Sven, the interesting thing for me is that we have moved so quickly already. In a short space of time we have gone through the the democratization of information, into the even more powerful connectivity to each other and are coming out of the other side looking at big data and artificial intelligence shaping personal health management on a scale unimaginable 15 years ago. Technology becomes revolutionary though when it is no longer exciting but mundane and ubiquitous.
Denise Silber's curator insight, February 26, 2013 3:29 PM

This is the fundamental question

 
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Pentagon Wants Smartphone Biometric Scanning Tool

Pentagon Wants Smartphone Biometric Scanning Tool | Pharma Strategic | Scoop.it
The Pentagon has inked a deal with tech company AOptix to develop a tool to turn a smartphone into a device that can scan eyes, faces, thumbs and voices.
Sven Awege's insight:

Hey, when this gets to market there's probably going to be huge potential uses elsewhere. Imagine validating doctors identities this way at a distance before they log into password protected sites!

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Phone detection of Parkinson’s approaches 99 % accuracy

Phone detection of Parkinson’s approaches 99 % accuracy | Pharma Strategic | Scoop.it

A British mathematician is applying “big data” algorithms to detect Parkinson’s disease from voice recordings and now claims accuracy up to 99 percent.

“We also know how to predict the severity of symptoms to within a few percentage points of clinical judgment,” Max Little, a mathematician on the faculty of Aston University in Birmingham, England, and a visiting researcher at both the Massachusetts Institute of Technology and Oxford University, wrote Friday in the Huffington Post’s TED Weekends column. He gave a TED talk in Edinburgh, Scotland, last June.

The technology has the potential to make drastic cuts to the time and cost of diagnosing Parkinson’s, a neurological disease that manifests itself not only through the telltale physical tremors but through changes in speech patterns, among half a dozen other typical symptoms.


Via Dinesh Chindarkar
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Mobile phones may make us healthier, research suggests

Mobile phones may make us healthier, research suggests | Pharma Strategic | Scoop.it
(Phys.org)—More than 6 billion people worldwide (including almost 400 million in the United States) now carry mobile phones, which could be used to enhance mental and physical health, a Cornell researcher proposes.

Phones can give owners important information about their environment, offer advice and reminders to encourage healthy behavior and supply mountains of data to researchers, said Deborah Estrin, professor of computer science at Cornell NYC Tech in New York City. Estrin outlined her vision for "mobile health" in the presentation "Transforming Health Care Through Mobile Platforms," part of the symposium Smart Phones, Smart Devices, Social Networks, and Smart Health Care, Feb. 16, at the 2013 Annual Meeting of the American Association for the Advancement of Science in Boston. The symposium, chaired by Google vice president Vinton Cerf, explored how emerging "net-centric societies" will transform the health care landscape. "We can leverage the power and ubiquity of mobile and cloud technologies to assist individuals, clinicians and researchers in monitoring and managing symptoms, side effects and treatment outside the clinical setting; and to address the lifestyle factors that can bring on or exacerbate health conditions," Estrin said.

Read more at: http://phys.org/news/2013-02-mobile-healthier.html#Phones can give owners important information about their environment, offer advice and reminders to encourage healthy behavior and supply mountains of data to researchers, said Deborah Estrin, professor of computer science at Cornell NYC Tech in New York City. Estrin outlined her vision for "mobile health" in the presentation "Transforming Health Care Through Mobile Platforms," part of the symposium Smart Phones, Smart Devices, Social Networks, and Smart Health Care, Feb. 16, at the 2013 Annual Meeting of the American Association for the Advancement of Science in Boston. The symposium, chaired by Google vice president Vinton Cerf, explored how emerging "net-centric societies" will transform the health care landscape. "We can leverage the power and ubiquity of mobile and cloud technologies to assist individuals, clinicians and researchers in monitoring and managing symptoms, side effects and treatment outside the clinical setting; and to address the lifestyle factors that can bring on or exacerbate health conditions," Estrin said.

Read more at: http://phys.org/news/2013-02-mobile-healthier.html#jCpPhones can give owners important information about their environment, offer advice and reminders to encourage healthy behavior and supply mountains of data to researchers, said Deborah Estrin, professor of computer science at Cornell NYC Tech in New York City. Estrin outlined her vision for "mobile health" in the presentation "Transforming Health Care Through Mobile Platforms," part of the symposium Smart Phones, Smart Devices, Social Networks, and Smart Health Care, Feb. 16, at the 2013 Annual Meeting of the American Association for the Advancement of Science in Boston. The symposium, chaired by Google vice president Vinton Cerf, explored how emerging "net-centric societies" will transform the health care landscape. "We can leverage the power and ubiquity of mobile and cloud technologies to assist individuals, clinicians and researchers in monitoring and managing symptoms, side effects and treatment outside the clinical setting; and to address the lifestyle factors that can bring on or exacerbate health conditions," Estrin said.

Read more at: http://phys.org/news/2013-02-mobile-healthier.html#jCp


Via Dinesh Chindarkar
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After FDA’s mobile medical apps final guidance, what’s next?

After FDA’s mobile medical apps final guidance, what’s next? | Pharma Strategic | Scoop.it

FDA testified the guidance should be out by October 1 of this year, but I would guess actually it will probably be out by mid-summer. I’m just basing that on the belief that FDA is now highly motivated to get the darn thing out.

So what happens then? What are the regulatory issues we in the mobile health arena will need to address after FDA’s guidance finally sees the light of day?

Sven Awege's insight:

Great forward thinking article by Bradley Merril Thompson. Excellent read, in preparation of things to come.

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Psoriasis patients flock to social media for practical information

Psoriasis patients flock to social media for practical information | Pharma Strategic | Scoop.it

About eight in 10 psoriasis patients who use health care social networks say they do so primarily to learn how others manage their disease, and get practical tips and advice they couldn’t find elsewhere, according to a survey conducted by the National Psoriasis Foundation, Manhattan Research and Inspire, a company that builds and manages online patient communities.

 

The millions of people with psoriasis, including the one million visitors toTalkPsoriasis in 2012, are not alone in their use of social media for health. A 2011 Pew Research Center study found that one in four Internet users living with a chronic ailment have gone online to find others with similar health concerns.

 

Psoriasis is a chronic, genetic disease of the immune system that causes the skin to crack, itch and bleed, affecting roughly 7.5 million Americans. It is the most common autoimmune disease in the country.

 

 

 


Via Andrew Spong
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Javi T's curator insight, March 21, 2013 12:55 AM

Siempre he dicho que en las comunidades de pacientes, el factor fundamental es el apoyo mutuo, así que dejemos de bombardearles con publicidad y consejos. Apoyemos!!

Ginny Dillon's curator insight, April 24, 2013 10:43 AM

Patients challenged by psoriasis are helping each other online in growing numbers. Now that's progressive!

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A Comprehensive Overview of How Games Help Healthcare in 2013 - GCo

A Comprehensive Overview of How Games Help Healthcare in 2013 - GCo | Pharma Strategic | Scoop.it
People often see games as bad for health but many institutions have been hard at work to make them work for us. Here are 6 ways games can help healthcare

Via Alex Butler
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Birgit Walsh's curator insight, March 22, 2013 1:35 AM
A Comprehensive Overview of How Games Help Healthcare in 2013 #hcsmeu #hcsm
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Samsung previews health app, new trackers with S4 launch | mobihealthnews

Samsung previews health app, new trackers with S4 launch | mobihealthnews | Pharma Strategic | Scoop.it
Sven Awege's insight:

Health is heating up the competition among the top mobile actors. Do you think there will be no impact on Pharma?

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Kentucky primary care provider launches MeVisit after two-year study | mobihealthnews

Kentucky primary care provider launches MeVisit after two-year study | mobihealthnews | Pharma Strategic | Scoop.it

The Glasgow, Kentucky-based primary care doctor discussed how offering his patients online visits and consultations over the phone has helped him mitigate the primary care provider shortage in his area — and how a simple setup like that could help primary care providers meet increasing demands around the country — while cutting costs.

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Social Media and SEO - Do Search Engines Still Deliver a Punch?

Social Media and SEO - Do Search Engines Still Deliver a Punch? | Pharma Strategic | Scoop.it
Social Media or SEO? Which one of the two plays a more important role in your strategy. (http://t.co/ej7NE5lISZ)
Sven Awege's insight:

Excellent short article to help pass the message to our Pharma Marketers. It's not just about SEO - Social Media has its role to play too, especially if you're not one of the top 3 to 5 sites in natural search (which is very often the case for pharma disease awareness sites).

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Matthieu BOYER's comment, March 7, 2013 11:28 AM
Very good article Sven, thanks for sharing. Social is now a part of SEO to me and there is no competition between the two of them! However, it's true that pharma is still struggling... I think there is still a lot of work to do in improving SEO for pharma, and through social -if possible...!
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What Is The ROI On Social Media Marketing – Probably Not What You Think!

What Is The ROI On Social Media Marketing – Probably Not What You Think! | Pharma Strategic | Scoop.it
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.
Sven Awege's insight:

Interesting article about ROI on Social Media Marketing from other industries. Pharma marketers can use this too - sound principles.

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PatientsLikeMe lands $1.9M | Healthcare IT News

PatientsLikeMe lands $1.9M | Healthcare IT News | Pharma Strategic | Scoop.it

Patient network to create open research platform

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European digital healthcare trends 2013

At the start of each year our US colleagues take a look at the key trends in the digital landscape and the opportunities they present in healthcare. For 2013,
Sven Awege's insight:

Very nice presentation for us Europeans. Most concepts are already out there and well discussed. Nice to have this presentation to bring some of that together in a good read. useful couple of slides for helping senior management wake up to digital as part of Multichannel in Pharma.

Thanks Inventiv Health. Click to view presentation.

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Rowan Norrie's curator insight, February 27, 2013 12:36 AM

Great overview of the key digital trends emerging this year.

Dan Baxter's curator insight, April 18, 2013 2:54 PM

Great roundup, fav quote.....

 

'tell stories, be relevant'

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Social Media Digest n°8: retour sur l'actualité de Janvier 2013

Quelles sont les grandes tendances ? Quels réseaux surveiller pour être par la suite les premiers à investir les réseaux de demain ? Quels sont les nouveaux
Sven Awege's insight:

Media ventilo once again providing us a great service. Here are the latest updates on Social Media platforms for January 2013.

Big thanks Media ventilo.

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Pharma is going to have to become a tech company

Pharma is going to have to become a tech company | Pharma Strategic | Scoop.it

If the new about an Apple iWatch turns out to be reality healthcare marketers had better be ready because the healthcare applications are endless for device like this.   Imagine a watch reminding you to take your medicine or working with another medical device to record things like blood pressure and glucose levels.  It’s not that hard to imagine and it really opens the door to empower patients to take more control of their healthcare.

Just when you thought you had a handle on DTC marketing something new comes along ! Well get used to it.  The rise of devices to track a patients wellness, like Fitbit, are a clear indication that there is a market for devices that help patients monitor their health.  The challenge for healthcare marketers is going to be to start thinking like a technology company and stop thinking of healthcare  in past terms.

Of course the other issue is where is the FDA going to come down on the development and implementation of apps for an iWatch  and what is considered promotional versus value added for patients ?  Then there is the connectivity to bluetooth enabled medical devices and home PC’s.  Will the data be secure and will patients have the ability to transmit the data to their doctors ?


Via Dinesh Chindarkar
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Apple launches dedicated ‘Apps for Healthcare Professionals’ collection

Apple launches dedicated ‘Apps for Healthcare Professionals’ collection | Pharma Strategic | Scoop.it

One of the updates to the Apple App Store recently is the inclusion of a specific collection entitled, “Apps for healthcare professionals”.

This collection can be found within the ‘Medical Category’.

 

It is a useful starting point for physicians with new mobile devices looking for relevant apps.

 

The collection is further subdivided into:Reference Apps, Medical Education Apps, EMR & Patient Monitoring Apps, Nursing Apps, Imaging Apps, Patient Education Apps andPersonal Care Apps.


Via Andrew Spong, Dominique Godefroy, Lionel Reichardt / le Pharmageek, Dinesh Chindarkar
Sven Awege's insight:

Pharma needs to wake up here. New players such as Apple and Android who have not traditionally been the key go-through platforms for us are now serious contenders.

We need to be on the boat, and help mould our future. Standing by and watching can not be a good thing. The journey is what it's about - learning on the way, changing direction when necessary, but understanding why. That knowledge can not be gained on the side-lines.

I can think of several scenarios where Pharma can be part of the scene as a partner/stakeholder! Can't you?

 

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Vincenzo Storti's curator insight, February 20, 2013 6:25 AM

La interessante collezione di APP per healthcare, proposta sul APP STORE.

Dan Baxter's curator insight, February 20, 2013 2:17 PM

Interesting that the approval or otherwise by regulatory bodies is not acknowledged

Ruth Eckenstein's curator insight, May 8, 2013 1:33 PM

There are many new and exciting tools for the modern nursing education classroom and clinicals.  The students and today's nurse must have information at their finger tips. These tools allow the nurse to get information as needed and rapidly.