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Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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6 Statistics that Prove Telemedicine is Reshaping the Future of Healthcare

6 Statistics that Prove Telemedicine is Reshaping the Future of Healthcare | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Validating the potential of telemedicine by examining several promising numbers and statistics.

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Who Needs What From Pharma E-Detailing?

Who Needs What From Pharma E-Detailing? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
There are more hands in the circle than HCPs and reps. E-detailing programs connect players with a range of motivations.
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Mobile Health: The Future of DTC Marketing? | PM360

Mobile Health: The Future of DTC Marketing? | PM360 | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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A digital prescription for pharma companies

A digital prescription for pharma companies | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Pharmaceutical and medical-device companies have been slow to adopt digitization. Here are five reasons they should get moving.
A McKinsey & Company article.

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Digital pharma ads step in where 'detail men' fear to tread eHealth initiative ... - Politico

Digital pharma ads step in where 'detail men' fear to tread eHealth initiative ... - Politico | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Digital pharma ads step in where 'detail men' fear to tread eHealth initiative ...
Politico
Ads run in social media, on mobile apps, and in online continuing medical education materials. ...

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Do those crazy pharmaceutical ads do more harm than good?

Do those crazy pharmaceutical ads do more harm than good? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Via Richard Meyer, Lionel Reichardt / le Pharmageek
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Why tablets - and apps - have a big future in pharma

Why tablets - and apps - have a big  future in pharma | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Talent spotters from Novartis, charged with bringing new ideas into the organisation, are casting their net beyond biotech into the wider pool of wearable, or even edible, technology.

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10 Inevitable Changes in Pharma 2015

10 Inevitable Changes in Pharma 2015 | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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GlaxoSmithKline, Medidata partner on mHealth

GlaxoSmithKline, Medidata partner on mHealth | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Medidata the leading global provider of cloud-based solutions for clinical research in life sciences, today announced the completion of a method development project conducted in partnership with GlaxoSmithKline plc (GSK) to evaluate the impact of unifying mobile health (mHealth) devices with cloud-based technologies in a clinical trial setting.


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A digital prescription for pharma companies

A digital prescription for pharma companies | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Pharmaceutical and medical-device companies have been slow to adopt digitization. Here are five reasons they should get moving.
A McKinsey & Company article.

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Big Pharma Plays Hide-the-Ball With Data

Big Pharma Plays Hide-the-Ball With Data | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Half of all clinical trials are never published, and Big Pharma wants to keep it that way.

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Art Jones's curator insight, November 15, 9:37 PM

Is the title "Bad Medicine" apropo, If secrecy is Pharma's intended agenda, perhaps it is?

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How pharma can create patient loyalty

How pharma can create patient loyalty | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Mega Trend #7: In the New Era of Quantified Self, Patients Want Pharma on Their Side

The business case for keeping “the healthy” healthy is undeniable. Consumers can now leverage technology and big data to monitor the state of their health and practice preventive measures. Yet a majority of healthcare resources are still devoted to treating the sick. With the fastest growing global age segment now 85+, “sickcare” is unsustainable.1, 2

 

There remain many misconceptions among patients over what health conditions individuals can fully control.1 Opportunities to educate and influence the public align with the desire to proactively manage health.

Patients are looking to pharma to provide select patient services, but have been severely underserved. However, those who receive such services place great value on them, and are willing to provide personal health information in order to receive free information and/or services.3 In addition, nearly three-quarters of patients in a recent focus group agreed that social media resources sponsored by, or created by, pharma would motivate them to talk with their doctors about specific pharma products.4

The “5 E’s” hold the key to understanding the dynamics and opportunities of digital engagement with patients5: the Internet is the ENABLER; ECONOMICS are the trigger; patients are EMPOWERED; patients ENGAGE; and patient EXPERIENCE drives the choice.

Consumers expect pharma to engage them in ways in which they are already accustomed. Pharma has tended to try a “one-size-fits-nobody” approach that runs counter to a patient-centric model that supports providers, retailers, payers, and, ultimately, patients.3, 6 Focusing on the individual patient experience – and the subsequent data resulting from this experience – serves the dual purpose of engaging patients and providing the analytics to support product benefit claims.

Making customers “smarter” during the purchase experience builds loyalty and provides differentiation in a crowded marketplace.7 Patient empowerment has replaced “Ask your doctor,” and data-based benefits provide a direct link between pharma and the end user.

Big data and digital health already provide meaningful insights for every stakeholder in the healthcare ecosystem, from linking cost and quality of care to health outcomes, to helping patients more actively manage their own health. The current lack of standardized formats presents a barrier to true, seamless implementation (interoperability), but there is no doubt that patients are more in charge than ever before.8, 9

The trend is a product of an evidence-based research study undertaken by the Pharmaceutical Division in Valtech to map the pharmaceutical landscape of digital mega trends. The research study provides essential insights on how Pharma companies could utilize digital engagement to break down stakeholder barriers, impact stakeholder behaviour and demonstrate more cost-effective outcomes. The research study is based on information from 100+ trusted sources and has resulted in the identification of 14 mega trends.

REACH OUT TO GAIN AN UNDERSTANDING OF HOW TO EXECUTE ON THE UNDERUSED DIGITAL OPPORTUNITIES

The Pharma Division in Valtech has developed an analytical framework that can identify the engagement potential of your brand. The analysis will provide you with answers to the following questions:

WHY should your product or therapeutic area have a relevant presence in a digital context?WHO should your digital value proposition appeal to/engage and for what reasons?WHAT changes in the stakeholder’s awareness/behaviour should the digital engagement enable?WHEN during the patient pathway should the digital engagement take place?WHERE – in which healthcare environment/context – should the digital engagement take place?HOW should digital engagement be optimized via the utilization of state of the art digital assets?What metrics should be implemented to measure IF digital engagement is successful?

Please contact Senior Digital Pharma Advisor Rasmus Rask for further advice or to set up an informal meeting.

If you want to read more about Mega Trend #7 you can download more information on valtech.dk.

Stay tuned for the upcoming blog post on Mega Trend #8: Achieving Long-term, Sustainable Growth Starts With Meeting Patient Expectations. And make sure you did not miss the previous blog posts on pharmaceutical mega trends:

Mega Trend #1: Pharmaceutical CEOs Lack Confidence to Act
Mega Trend #2: Transforming to a Digital Business: A Fundamental Paradigm Shift
Mega Trend #3: The “Trust” Gap: Leveraging Digital to Reconnect with Stakeholders
Mega Trend #4: Reinventing the Marketing Function for a Digital Environment
Mega Trend #5: Follow the 20-20-20 Rule for Digital Budgets
Mega Trend #6: Big Data, Mobile and Social Create a More Level Playing Field; Pharma is Slow to Respond

Sources:
1. Havas. (2012) My Body, Myself, Our Problem: Health and Wellness in Modern Times. www.havasworldwide.com
2. Vertic healthcare. Mads Krogh Petersen (2014). Are You Pre-disease or Healthy? www.vertic.com
3. Accenture. Shawn D. Roman et. al. (2014). Great Expectations: Why Pharma Companies Can’t Ignore Patient Services. www.accenture.com
4. Medical Marketing and Media. Ross Fetterolf et. al. (December 2013). Should pharma abandon social media? www.mmm-online.com
5. UCB. Lode Dewulf. (2014). The era of patient-centricity: Fashion or future?
6. Booz and Co. Ken Favaro et. al. (2014). Biopharma in 2014: Growth Is Back on the Agenda. www.booz.com.
7. Merck. Tyrone Edwards. (2014).Understand the direct link between client satisfaction and business performance- do we have the right sales model to deliver value in pharma? www.eyeforpharma.com
8. IBM.Heather Fraser et. al. (September 2013). Analytics across the ecosystem. A prescription for optimizing healthcare outcomes. www.ibm.com
9. Juice pharma. Ben Putman. (2014). Top 5 Health 2.0 Trends for Pharma 2014. www.juicepharma.com

 


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Digital will not replace the sales rep any time soon

Digital will not replace the sales rep any time soon | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Pharma needs to strike a balance between digital and traditional communications
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Wireless electronic implants deliver antibiotic, then harmlessly dissolve

Wireless electronic implants deliver antibiotic, then harmlessly dissolve | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Imagine an electronic implant that delivers a drug when triggered by a remote wireless signal — then harmlessly dissolves (no post-surgical infection concerns, no fuss, no muss) within minutes or weeks.

 


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mHealth: Pocket healthcare

mHealth: Pocket healthcare | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Mobile health­care might be the next big thing in global health­care indust­ry
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ePharma Summit: Digital Pharmaceutical Marketing Growth Requires New Industry Standards

ePharma Summit: Digital Pharmaceutical Marketing Growth Requires New Industry Standards | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Pharmaceutical companies currently spend 25 percent of their marketing budgets on digital technologies, such as websites and social media,” the authors wrote.  “Electronic health records (EHRs), social media and mobile applications represent new ways for pharmaceutical companies to conduct market research and to market directly to physicians.”


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GlaxoSmithKline is testing mobile health sensor...

GlaxoSmithKline is testing mobile health sensor... | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
GlaxoSmithKline is testing mobile health sensors for clinical trials | mobihealthnews on Objets connectés & robotique curated by Wemanity
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The Ideal Pharma Sales Candidate

The Ideal Pharma Sales Candidate | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The Ideal Pharma Sales Candidate: What do excellent reps bring to the table, and how can they drive your compa... http://t.co/VKIzbOlms2

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Pharma lagging in digital...

Pharma lagging in digital... | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

According to McKinsey&Company "unlike successful B2C companies in other industries— which offer mobile solutions, provide personalized product recommendations, and empower custom...


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The marketing strategy that gets more from CLM & e-detailing

The marketing strategy that gets more from CLM & e-detailing | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Have you found that e-detailing technology has improved your customer communication? Or has nothing really changed? If it’s the latter, perhaps it’s time to update your digital marketing strategies – and get more from the technology.

Via Lionel Reichardt / le Pharmageek
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Five Imperatives for Pharma’s Digital Health Strategy

Five Imperatives for Pharma’s Digital Health Strategy | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Digital has been cited as a marketing strategy for Pharma. However, a true strategy must embrace the introspective examination of key issues. Who is the customer? What is the role of Digital in overall corporate strategy? How do we shift from the traditional marketing and sales infrastructure, strategy, and metrics to one in which digital technologies are incorporated into all corporate silos?

Via Philippe Marchal/Pharma Hub, Lionel Reichardt / le Pharmageek
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Karin Benckert's curator insight, November 19, 3:52 AM

Ytterligare viktiga aspekter på varför läkemedelsbranschen behöver prioritera sin digitala strategi och omvandla det till aktiviteter.

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GlaxoSmithKline is testing mobile health sensors for clinical trials

GlaxoSmithKline is testing mobile health sensors for clinical trials | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Pharmaceutical company GlaxoSmithKline is using mobile health tools in a small study — just six subjects — that could lead to there more widespread use in clinical trials. The company is working with data startup Medidata and sensor makers Vital Connect and ActiGraph to evaluate the impact of wearable sensors in clinical trial settings.

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Essentials for Pharma Key Account Management

Essentials for Pharma Key Account Management | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Pharma companies must adapt to vast changes in health care by forming long-term strategic relationships founded on joint value creation with customers.
  • Few pharma companies have revised their customer models in light of the vast changes in health care that are transforming customers.
  • Effective key account management helps foster partnerships to create long-term mutual value and advantage.
  • To get key account management right, pharma companies must gain a deep understanding of their customers, focus on join value creation, forge enduring partnerships, create cross-functional integration, and cultivate an entrepreneurial mindset.
See Also the original blog for more information

Vast changes in the health care landscape worldwide are transforming customers. Treatment decision making is rapidly shifting from the individual physician to a diverse set of institutional customers, from hospitals to integrated care entities, and from payers to pharmacies and health-benefit-management companies. The pressure to deliver greater value is also driving this evolution. And while some customers are already more sophisticated than others, all are building experience and new capabilities to improve their economic performance and better manage patient outcomes.

The experience of hospitals offers a good example not only of how these market pressures are affecting institutions but also of the new ways in which institutional customers are responding to them. With health-care reimbursement levels shrinking, hospitals are consolidating, and they are building scale and expertise in the process. Most hospitals now employ a variety of analytical tools, such as benchmarks and studies, to evaluate price, cost effectiveness, and outcomes. They are also creating new positions in their management teams to bridge the traditionally segregated clinical and procurement domains. And they are launching or expanding efforts to assess medicines and procedures in their patient populations. Moreover, they are using the knowledge they gain through these efforts to improve formularies and treatment protocols.

The more sophisticated payers and integrated providers are also investing heavily in building capabilities. Increasingly, these customers are adopting a holistic approach to health care, partnering with pharmaceutical companies to improve outcomes, disease management, and compliance.

Despite these dramatic developments in the customer landscape, however, many pharma companies have yet to adapt their customer models. When key account management in the pharmaceutical industry is compared with that of other industries, including consumer goods and industrial products, it’s clear that most pharma companies are still lagging. Here’s why:

  • Pharma companies don’t fully recognize the range of customers’ business drivers and needs. A one-size-fits-all-approach, even when designed for the most important customers, no longer works.
  • Companies think transactionally instead of strategically. Pharma companies often put short-term concerns ahead of long-term considerations—for example, focusing on getting the highest possible price or the greatest revenues right away instead of weighing customers’ economic situations and evolving needs.
  • Companies overcomplicate their customer management models. In an effort to keep pace with the growing complexities of customer requirements, pharma companies often end up tailoring individual customer relationships to an unsustainable degree. The result is reduced quality, unnecessary complexity, and inefficiencies that erode the profit potential of key accounts.
  • Customer management is hampered by conflicting roles and responsibilities. Customer-facing functions, from account management and medical affairs to business units and support departments, often end up tripping all over each other—and the customer. The resulting redundancies and confusion can do more to erode value than to create it.
  • Key account managers (KAMs) often lack the right competencies, and companies don’t seek or cultivate these skills. The best sales-line managers and sales representatives don’t necessarily make the best KAMs. Unfortunately, many pharma companies still struggle to recruite and promote people who have the skill sets that key account management requires. So far, few organizations have embedded the development of those skills in their hiring, training, and promotion processes.
These weaknesses limit pharma companies’ ability to serve their largest, most complex customers effectively. Pharma companies are already losing out on opportunities to create value through partnerships with health care systems and the broader community of health care stakeholders, largely because such relationships require cross-functional capabilities.

Effective key account management, in our view, depends on cross-functional integration to deliver value. Many pharma companies do practice some form of key account management, but gaps exist in even the best-managed companies.


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rob halkes's curator insight, October 16, 11:13 AM

Key Account Management is for pharma the most difficult service to develop! It needs an internal collaboration between siloed departments that one hasn't exercised for the last 10 to 20 years.

Yet, there's no way out outherwise than to give your customers the right attention to get partnerships. A partnership that goes further than just drug promotion and delivery...

Alexandre Gultzgoff's curator insight, November 25, 3:34 AM

BCG's vision about KAM. a dream?

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Why Are So Few Blockbuster Drugs Invented Today?

Why Are So Few Blockbuster Drugs Invented Today? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Our high-tech process of pharmaceutical research is broken — and the solution might be old-fashioned trial and error.

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Study: Medication adherence improved with proper prompts

Study: Medication adherence improved with proper prompts | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Patients who received automated reminders were more likely to refill their blood pressure and cholesterol medications, according to a study published in the American Journal of Managed Care that looked at medication adherence efforts.

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