Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Everyone Loses When Doctors Trust Pills Over Patients. Implications for Adherence.

Everyone Loses When Doctors Trust Pills Over Patients. Implications for Adherence. | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Treating pain is a notoriously tricky business. But it’s even harder if the medications on which we rely are inappropriately marketed. Last month, a Los Angeles Times investigation of Purdue Pharma asserted that for years, the company falsely elevated the efficacy of its twice-daily OxyContin, a powerful opioid pain reliever. The L.A. Times’ review of evidence—including three decades of court cases, investigations, patient and sales rep testimonies—provides good data that the drug's effect may not, as claimed by Purdue, last for 12 hours across the board (read “OxyContin's 12-hour Problem: Misrepresentation of Efficacy Leads to Addiction & Purdue Knew It”; http://sco.lt/8RfD5F ).

 

In other words, OxyContin may not be the magical drug that provides longer-lasting pain relief than all other oral opioids. Purdue has argued that the L.A. Times’ claims are not valid, and it remains to be seen whether there will be federal investigations into this claim as recommended by Massachusetts Sen. Edward Markey.

 

In the meantime, as a doctor who bought the hype about OxyContin’s twice-daily efficacy for decades, I’m frustrated. While my gut sense that someone was pulling the wool over my eyes was correct, I was casting blame in the wrong direction—toward my patients.


Via Pharma Guy, Lionel Reichardt / le Pharmageek
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Pharma Guy's curator insight, June 24, 7:51 AM

When drugs don't work as advertised - especially if they have side effects that are downplayed by sales reps - it impacts what the drug industry terms the "problem" of lack of adherence. Patients will stop taking drugs that don't work or have side effects and thus they will be labelled as non-adherent and seen as the problem that has to be solved by more advertising or by more adherence apps and programs, when in fact it is the drug that is the problem. That's why I say “Medication Adherence Won't Get Better Unless Pharma Marketers Accept Some Blame”; http://sco.lt/8PGyvJ

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Pharma Marketing Blog: Medication Adherence Won't Get Better Unless Pharma Marketers Accept Some Blame

Pharma Marketing Blog: Medication Adherence Won't Get Better Unless Pharma Marketers Accept Some Blame | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Via Julie O'Donnell
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Julie O'Donnell's curator insight, June 27, 2:07 PM
Who's to blame for medication adherence? That's the central question of this article. Worth a read in order to recognise the problem is complex and certainly all pharma companies can improve in communication, education and accessibility (online) of relevant info.
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Budget Allocations For Medical Marketing [CHART] - e-Strategy Trends

Budget Allocations For Medical Marketing [CHART] - e-Strategy Trends | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Professionals meetings and conferences occupy the largest share (13.7%) of medical marketing budgets.
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Can You Teach Old Drugs New Tricks?

Can You Teach Old Drugs New Tricks? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
As drug development costs skyrocket, researchers look to repurpose older ones—even some that failed earlier trials 
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Pharma on Twitter: The Few Are Now the Many - Most Outside U.S.

Pharma on Twitter: The Few Are Now the Many - Most Outside U.S. | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

How many?

Looking first to numbers – the numbers have grown even if the strategy may not seem all that apparent. The total number of Twitter feeds in the data base is 335 being run by 69 companies making prescription products – removing those that are aimed at supporting over-the-counter products. Obviously there are some pharma company brands that run multiple feeds. Some run over 20.

 

How busy?

One of the fields tracked is how often the feed is used and only 201 had “regular” or “daily” updates with another 8 having rare updates. The balance were inactive/dormant accounts. Of the active feeds, the pharmas are following about 190,000 others and being followed by 2.7 million.

 

What for?

Overwhelmingly the purpose is a corporate one with 141 of the Twitter feeds serving some direct corporate purpose. There are also a fairly large number that have been devoted to the issue of a disease or condition (39 overall, 23 among the active). A few are even dealing in product-specific work to varying degrees.

 

Where are they?

What may surprise some is that 58 percent of the active Twitter feeds were outside of the United States. 


Via Pharma Guy, Giuseppe Fattori
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Pharma’s use of Twitter, sigh..

Pharma’s use of Twitter, sigh.. | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

The key advantage of social media is that allows one-one conversations with your audience, but a recent audit of pharma’s activity on Twitter indicates that they are using the social media platform as another way to broadcast content.

I have been conducting an audit on Twitter of the ways pharma companies are using it and while the good news is there is a lot of activity, the bad news is they are using it as a broadcast platform.  The only exception that I could find was Sanofi who is using Twitter to talk with diabetes patients.

It’s obvious that pharma’s use of Twitter, for the most part, is being led by public relations people.  There are “corporate” announcements meant for investors or the press while patients are largely being ignored.   Why is this happening?  Largely because of two reasons; first, they are afraid of using social media for patient engagement and second because they don’t have the people to use social media as tool to reach customers.


Via Giuseppe Fattori
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Move over, wearables. Swallowable computing has arrived

Move over, wearables. Swallowable computing has arrived | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
A health tech start-up is expanding the use of a digital sensor in our medicines, but what does it mean for the privacy of patients around the world?

 

In the evolution of computing, from the desktop computer to the smartphone to the watch, it seemed like just a matter of time before the technology would come to be swallowable — and now it is.

 

The innovation at the heart of it is an FDA-approved ingestible sensor housed in pills, designed to help patients adhere to the medications their doctors prescribe. Except the sensor isn't powered by a battery, it's powered by the gut of the patient swallowing it, using technology discovered two centuries ago.


Via Giuseppe Fattori
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Jeff French's curator insight, June 20, 3:51 AM
Great example of a feedback product that fits into lifestyle
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Oracle Announces Pfizer's Selection of Oracle Cloud for Clinical Data Management and Trial Management Across Its Clinical Trial Portfolio

finance.yahoo.com: Oracle today announced that after a detailed review and selection process, Pfizer has selected Oracle Health Sciences InForm Cloud Service and the Oracle Siebel Clinical Trial Management and Monitoring ...

Via Thierry Le Magny, Lionel Reichardt / le Pharmageek
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Why the pharma customer journey starts with content

Why the pharma customer journey starts with content | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Creating content enables you to build trust and relationships, on which the pharma customer journey is largely based.

Via COUCH Medcomms
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The 3 D's of Pharma Digital Marketing: Discover, Design, Deliver

The 3 D's of Pharma Digital Marketing: Discover, Design, Deliver | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

According to McKinsey research, companies with advanced digital capabilities grow revenues twice as fast as peers and deliver 25% greater total returns to shareholders annually. According to the authors of a new e-book, "today's commercial mix should reflect the fact that people are now viewing digital channels close to 50% of the time, and, even more importantly, that those people seek real engagement in regards to their care.

This article is a review of the e-book entitled Pharma 3D: Rewriting the script for marketing in the digital age. The book notes that while the world has experienced an "explosion of health-oriented digital activity," there has been a simultaneous decline in pharma growth. The authors hope that most leaders of pharmaceutical companies can find new insights and approaches in their book.

Topics (partial list):

  • Pharma's Digital Quotient
  • Out-of-Sync Pharma Marketing?
  • Be More Engaging
  • Think in 3D
  • Test and Learn

 

The full version of this article is available to subscribers. Subscription is free. Subscribe here.


Via Pharma Guy, Philippe Marchal
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How Big IT and Big Pharma are Partnering for Wearables Success

How Big IT and Big Pharma are Partnering for Wearables Success

Via Plus91, Giuseppe Fattori
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Pharma Drug Ads: A Glass Half Empty is a Glass Half Full

Pharma Drug Ads: A Glass Half Empty is a Glass Half Full | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

As spending by drug-makers on consumer-focused advertising grows by nearly $1 billion per year, Kantar survey research of physicians and patients shows some striking correspondence of opinion about the impact of all the ads.

 

Consumer ad spending by drug makers in 2015 reached $6.09 billion, according to Kantar Media, after $5.12 billion was spent in 2014 and $4.29 billion was spent in 2013. In 2012, $3.89 billion was spent, representing a much smaller, $400 million increase year-over-year to 2013.

 

These totals include spending on branded prescription drug ads plus unbranded ads by drug companies promoting awareness of a health condition and directing consumers to get more information, usually leading them to a company website where the prescription drug is offered as a treatment option.

 

The soaring ad spend has come from two sources. First, a rising number of prescription drugs are being promoted with meaningful ad budgets as evidenced by the count of brands spending at least $500,000 annually: from 147 in 2012 to 153 in 2013 to 184 in 2014 to 215 last year. Second, there has been an uptick in big-budget marketing launches for new drugs which has also boosted category spending totals.

 

A February 2016 survey of physicians by Kantar’s Lightspeed All Global found 40% saying consumer-targeted prescription drug ads has hurt their interactions with patients. Among the reasons volunteered by physicians interviewed for the survey:

 

Patients pressuring doctors to prescribe something they know little about.

 

Patients self-diagnosing and telling doctors what treatment they need, when most times they are wrong, which then also wastes time.

 

Patients getting all the wrong information, requiring some doing to help straighten out their thinking.

 

Patients getting hung up on the side effects reported on TV that have nothing to do with them, which creates fear.

 

Kantar Health’s 2015 National Health and Wellness Survey (NHWS), which documents patient-reported information, shows 37% disagreeing or strongly disagreeing with the statement that “drug ads help [them] have better discussions with [their] doctor,” corresponding with the 40% of physicians who say drug ads hurt their interactions with patients.

 

In other words, looking across the research results, for every patient who feels empowered by the information contained in the drug advertisements, a physician—or two—feels undermined or inconvenienced by them.

 

Also worth noting, however, is that if 40% of physicians think drug advertising compromises their position or their authority with their patients, per the Lightspeed All Global data, a solid majority of 60% do not find that to be the case.


Via Pharma Guy, Lionel Reichardt / le Pharmageek
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Pharma Guy's curator insight, June 6, 8:51 AM

Also read: "The Impact of Pharma's Consumer Advertising Spend on Patient-Physician Interactions"; http://bit.ly/1PzOMyZ 

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Attention pharma: TV is dead

Attention pharma: TV is dead | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
KEY TAKEAWAY: According to Ken Wheaton “TV an outmoded, overpriced, unengaging, barely accountable medium thought the upfronts were something to be envied.” CPG marketers know this so what’s taking pharma so long to learn this lesson?
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Pharma Guy's curator insight, June 8, 7:31 AM

Also read: “Big Pharma Spending on TV Ads Like a Drunken Sailor”; http://sco.lt/8epI6z and "TV DTC Advertising Is Not Dead Yet!"; http://bit.ly/TV-DTC-LinkedIn

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What does the sales rep of the future look like?

What does the sales rep of the future look like? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The next-gen sales rep won't be a robot. It'll be a human who understands data and knows how to do one important thing better than anything else.

Via Julie O'Donnell, Lionel Reichardt / le Pharmageek
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How Big IT and Big Pharma are Partnering for Wearables Success | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing

How Big IT and Big Pharma are Partnering for Wearables Success | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
How Big IT and Big Pharma are Partnering for Wearables Success | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Pharma Marketing Blog: Digital, Not DTC Advertising, Is the Real Reason Why Patients are "Wasting the Time" of Healthcare Professionals

Pharma Marketing Blog: Digital, Not DTC Advertising, Is the Real Reason Why Patients are "Wasting the Time" of Healthcare Professionals | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Recently, the American Society of Health-System Pharmacists (ASHP) joined the physicians of the American Medical Association (AMA) in a call to ban ALL direct-to-consumer (DTC) ads (see here).
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Which country is most active on social media?

Which country is most active on social media? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The Philippines is the most active country on social media, according to the latest State of the Mobile Web report released by Opera Software. Mobile internet users in the Philippine

Via Dr. Susan Bainbridge, Giuseppe Fattori
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Medisafe App Adds ‘Auto-Populate Meds from Pharmacy’ Capability

Medisafe App Adds ‘Auto-Populate Meds from Pharmacy’ Capability | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Medisafe, a personalized medication management platform with nearly three million patient and caregiver users has unveiled its new ‘Import from Pharmacy’ feature.



Via Dominique Godefroy, Philippe Marchal, eMedToday
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How Big IT and Big Pharma are Partnering for Wearables Success

How Big IT and Big Pharma are Partnering for Wearables Success

Via Lionel Reichardt / le Pharmageek
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Doctors given meals by drug makers prescribed more of their pills

Doctors given meals by drug makers prescribed more of their pills | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The findings are likely to intensify debate over how ties between drug makers and doctors may influence medical practice and the nation’s health care costs.

Via Richard Meyer
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Philips takes the pharma Grand Prix at Cannes

Philips takes the pharma Grand Prix at Cannes | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

A deeply emotional campaign developed by Ogilvy & Mather for Philips showing people with lung conditions like cystic fibrosis and COPD learning how to sing and performing at the Apollo Theater won the pharma Grand Prix at the Cannes Lions Health festival of creativity.


Via Dominique Godefroy, Philippe Marchal
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Digital health: A way for pharma companies to be more relevant in healthcare

Pharmaceutical companies have an opportunity to use their expertise to play a greater role in healthcare reform, while also revamping their business model.
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Can Pharma Develop Mobile Apps Likely to be Useful in Engaging Patients?

Can Pharma Develop Mobile Apps Likely to be Useful in Engaging Patients? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Minority of Apps Appear Likely to be Useful in Engaging Patients

 

[Current pharma apps are at the bottom of this pyramid. As you move up the pyramid, pharma would have a more difficult task to develop useful engaging apps for patients.]


A systematic search of the iOS and Android app stores for a broad set of medical conditions revealed 946 iOS apps and 1,173 Android apps. After removing non-health-care, non-patient-facing, non-English, and highly similar apps, 376 iOS apps and 569 Android apps remained (Exhibit 2).

Of the 376 iOS apps:

  • 24 (6%) appeared to have limited engagement beyond traditional media
  • 66 (18%) were not relevant to the search condition
  • 33 (9%) had poor ratings or reviews, 63 (17%) were last updated prior to 2014
  • 29 (8%) were otherwise not assessed to be useful.

 

Of the 569 Android apps:

  • 89 (16%) had limited engagement
  • 56 (10%) were not relevant to the search condition
  • 8 (1%) had poor ratings or reviews, 200 (35%) were last updated prior to 2014
  • 64 (11%) were otherwise not assessed to be useful.


In all, 161 (43%) iOS apps and 152 (27%) Android apps were assessed as possibly useful, of which 126 apps existed on both platforms.


Via Pharma Guy, Giuseppe Fattori
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Sun Pharma takes mobile app route to raise disease awareness: Abhay Gandhi

Sun Pharma takes mobile app route to raise disease awareness: Abhay Gandhi | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Read more about Sun Pharma takes mobile app route to raise disease awareness: Abhay Gandhi on Business Standard. Q&A with Sun Pharma's India Business CEO
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Attention pharma: TV is dead

Attention pharma: TV is dead | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
KEY TAKEAWAY: According to Ken Wheaton “TV an outmoded, overpriced, unengaging, barely accountable medium thought the upfronts were something to be envied.” CPG marketers know this so what’s taking pharma so long to learn this lesson?
Via Philippe Marchal, Lionel Reichardt / le Pharmageek
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Pharma Guy's curator insight, June 8, 7:31 AM

Also read: “Big Pharma Spending on TV Ads Like a Drunken Sailor”; http://sco.lt/8epI6z and "TV DTC Advertising Is Not Dead Yet!"; http://bit.ly/TV-DTC-LinkedIn