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!
Dr. Ed Tucker of Janssen Research & Development LLC discusses how pharmaceutical firms need to approach social media.
Sven Awege's insight:
Good article showing a very serious and thought-out approach to social media, focusing in on the pharmacovigilence aspects, and how that can drive considerable change across the infustry, but first we need to establish oursleves as true trusted partners... hence the big resistence, wanting to get it right the first time!
"Also, the influence of sales representatives has shrunk, as many physicians no longer have the time to take the calls and some doctors refuse to see pharmaceutical representatives out of concern about improper promotions. Growing numbers of doctors prefer digital marketing. Lilly's U.S. sales force "will move to a smaller structure that is more directly aligned with our business realities—along with the realities our customers face, and the way they want to interact with us," a spokesman said."
Sven Awege's insight:
Another great snipit from John "Pharmaguy" capturing the revealing comments that highlight the inner awakening to digital.
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.
Pharma companies have been reluctant to make a move onto social, unsure of the return on investment (ROI) offered by the channel and worried about the regulatory environment.
Social channels offer a variety of ways to reach out to health consumers
The Food and Drug Administration (FDA) has yet to follow through on its years-old pledge to issue social media guidelines for pharmaceutical marketers in the US. As a result, some pharma companies are keeping their distance from the social channel.
But the size and engagement of the social audience is beginning to tempt pharma marketers off the sidelines, according to a new eMarketer report, “Social Media and Healthcare: Challenges for Pharmaceutical Marketers.”
Data suggests that many online health seekers are indeed including social media in their search for health information. Estimates from Kantar Media and Manhattan Research are at the higher end of the spectrum, with both finding that roughly 45% of US adult consumers used social media for health-related purposes in 2012.
eMarketer has a nice way of pulling together data from disparate sources of information (aka other paying reports). Some good tables in this article that should trigger our pharma marketers to think about social media more seriously if they want to build the social capital.
We need to think carefully about key performance indicators (KPI) in the Pharma industry across all digital (and non-digital for that matter) and social media channels, knowing what we want to measure, how we can measure, and why we can measure, getting over the simple "eInteractions" and into real impact measures and satisfaction measures.
But before we get to that level we need to be in the arena!
As a data analytics professional at LinkedIn, I’m passionate about using data to change people’s lives. And as a former neurosurgeon, I’m passionate about saving lives too. Today I get to talk a little bit about both.
Helps the Pharma marketers develop integrated campaigns, possibly building linkedIn groups (not just spamming ads on HCP), linked to portals and why not even partner with third parties for content ("Innovations in Health" by Philips is a great example).
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