Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Mobile “Apps” and Tablets Take Over Clinical Trials

Mobile “Apps” and Tablets Take Over Clinical Trials (Investment by the pharma industry in wireless devices has grown 78% in the past year http://t.co/zyvGsP3EdR #healthit #tech)...
eMedToday's insight:

The insight

 

The pharmaceutical industry has been embracing these markets for several reasons. One of the biggest reasons is patient compliance. Patients want the "WOW Factor" - the digital and personalized experience.

Devices such as tablets and smartphones can cut clinical costs as well. Setting up desktops or laptops, or even printing paper, can be more expensive than simply downloading information on a device. Using these devices also allows patients to just send information via click or an IM/SMS. With the installation of "apps"; medical information can be downloaded instantly by doctors of Investigators.

 

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Data Analytics's curator insight, May 6, 2013 3:03 PM

Biotechnology is rapidly evolving, and it's going mobile!

 

Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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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.



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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

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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.

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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.


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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

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A Pill That Monitors Your Vital Signs

A Pill That Monitors Your Vital Signs | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Vital signs are key indicators of health. But tracking some of these signals, such as the body’s core temperature, can require invasive tactics—which is especially problematic for active or injured patients.
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Why measuring emotion is vital for the pharma customer experience

Why measuring emotion is vital for the pharma customer experience | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
We discuss how an emotional connection to a brand is vital and why it should be measured to improve the pharma customer experience
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The impact of austerity on global pharma pricing and access

The impact of austerity on global pharma pricing and access | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Austerity, the aging population and the rising cost of therapeutics, means that healthcare has to evolve their global pharma pricing and access strategies.
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The impact of austerity on global pharma pricing and access

The impact of austerity on global pharma pricing and access | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Austerity, the aging population and the rising cost of therapeutics, means that healthcare has to evolve their global pharma pricing and access strategies.

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Roche Diagnostics launches Bluetooth-connected self-testing device for blood coagulation

Roche Diagnostics launches Bluetooth-connected self-testing device for blood coagulation | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Roche Diagnostics has launched a Bluetooth-connected device for testing blood coagulation in Europe. The CoaguChek INRange system has received a CE Mark, and an older version of the device without the Bluetooth connectivity is already available in the US and in Europe.

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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.


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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.


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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 ...

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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.

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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.


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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

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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?
more...
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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Leaders from the pharma industry explain how they are making an effort to put patients at the centre.

Leaders from the pharma industry explain how they are making an effort to put patients at the centre. | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Andrew Schorr introduces a video where leaders from the pharma industry explain at Eyeforpharma Barcelona 2016 how they are making an effort to put patients in the center of their interest.
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Pharma Marketing Blog: Pharma Digital Ad Spend Numbers are Elusive & Confusing

Pharma Marketing Blog: Pharma Digital Ad Spend Numbers are Elusive & Confusing | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
#hcsm #hitsm Pharma Digital Ad Spend Numbers are Elusive & Confusing https://t.co/QEhwWJCrgJ
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Sense and sense of efficacy: A pharma brand manager’s story

Sense and sense of efficacy: A pharma brand manager’s story | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Read Emma's story here in Sense and Sense of Efficacy – A pharma brand manager’s story.
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Roche picks up European rights to diabetes implant 

Roche picks up European rights to diabetes implant  | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Roche's diabetes business has acquired distribution rights to an implantable long-term continuous glucose monitoring (CGM) system.


Via Philippe Marchal
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