Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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12 patient decision support apps

12 patient decision support apps | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The UK NHS has launched a series of patient decision support apps for a range of common diseases to help improve patient education and understanding

Via Marie Ennis-O'Connor, Olivier Delannoy
eMedToday's insight:

This is an interesting touch point for doctor/patient relationship which does impact Pharma's. Brilliant idea.

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FDA May Establish “Office of Patient Affairs” to Capture Patient Perspectives

FDA May Establish “Office of Patient Affairs” to Capture Patient Perspectives | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

As part of efforts to better capture patients' perspectives, the US Food and Drug Administration (FDA) on Monday said it is considering establishing an "Office of Patient Affairs," to be tasked with supporting and coordinating patient engagement across the agency.

 

The move to create the office would be part of the agency’s efforts to offer “a single, central entry point to the Agency for the patient community,” as well as “triage and navigation services for inbound inquiries from patient stakeholders.”

 

The office would likely host and maintain data management systems to incorporate and formalize knowledge shared with FDA by patient stakeholders and FDA's relationships with patient communities, and the office would be part of efforts to develop a scalable and forward-looking platform for communicating with patient stakeholders, particularly online.

 

Further Reading:

“The New, Patient-Centric FDA: A Double-edged Sword”; http://sco.lt/5la6qn
Via Pharma Guy, Giuseppe Fattori, Esposito Christelle, Lionel Reichardt / le Pharmageek
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Pharma Guy's curator insight, March 15, 11:55 AM

I wonder who would head up this office?

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It's not just apps. Health care innovation requires true communication

It's not just apps. Health care innovation requires true communication | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Health care, like many industries, places great emphasis on innovation. In just the past decade, we have moved rapidly from paper medical records to electronic ones and web portals that let information pass seamlessly between health systems and patients at the touch of a finger. Smartphone apps, wearables, medical devices, and other gadgets that promise to improve health are being developed at an ever faster pace. These developments often come from companies and startups that are relatively new to health care.

Although it is essential to welcome ideas and creative solutions from diverse sources, many of these “innovations” aren’t solving well-defined problems in health care or they don’t easily fit into current systems that deliver care to patients. Take, for example, Bluetooth devices that sync patients’ fitness trackersto their primary care physicians’ offices. While that may sound like helpful communication, it actually overwhelms primary care providers with data that is difficult to act on. The proliferation of monitors and sensors can make elderly individuals feel spied upon rather than making them feel safer.


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Aristide Adjinacou's curator insight, March 21, 6:33 AM
On a tendance à oublier que le plus important est la relation humaine et le dialogue avec les patients. La technologie n'est un support qui doit être bien utilisé. Dans ce monde aujourd'hui ou tout va très vite n'oublions pas que nous sommes encore des humains. 
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Gilead Executive Says Pharmacy Benefit Managers Keep Prices High

Gilead Sciences Inc.’s hepatitis C cure set off a firestorm of criticism over high drug prices in 2014 that hasn’t let up since. Now an executive says the company can’t cut the product’s price because middlemen who manage drug benefits would refuse to cover it.

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Direct-to-Consumer #Pharma Drug Ad Spending at an All-Time High

Direct-to-Consumer #Pharma Drug Ad Spending at an All-Time High | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Spending on direct-to-consumer pharmaceutical ads rose 9% to $5.6 billion in 2016 [see note below], in part fueled by a 16% boost in spending from Bristol-Myers Squibb, according to data from Nielsen.

Pfizer and Bristol-Myers Squibb again took the two top spots among drugmakers, spending $1.1 billion and $458 million, respectively, on DTC ads. AbbVie, Eli Lilly, and Allergan rounded out the top five DTC spenders. The Nielsen figures include business to business, outdoor, cinema, television, magazine, newspaper, and radio media spend, but not digital.

Newer brands to the top 20 list in 2016 include Novartis' heart-failure drug Entresto ($122 million), Novo Nordisk's diabetes treatment Victoza ($128 million), Celgene's psoriasis drug Otezla ($96 million), and Eli Lilly's diabetes drug Trulicity ($184 million).

The Celgene ad is under scrutiny by regulators. The drugmaker received an untitled letter from the FDA's Office of Prescription Drug Promotion last year over its DTC ad for Otezla, which said the ad's use of loud music and attention-grabbing visuals downplayed the risk information presented therein (here).

When broken down by channel, pharma companies spent less on cinema, newspaper, and radio media last year but sharply increased their investment in outdoor media by 552%. Business to business, television, and magazine media spend also grew, by 31%, 11%, and 6%, respectively.


Via Pharma Guy, Lionel Reichardt / le Pharmageek
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Pharma Guy's curator insight, March 6, 10:33 AM

Note: The 2016 data comes from Neilsen. The data in my chart for 2014 and 2015 comes from Kantar Media, which generally reports slightly higher numbers. In 2015, for example, Kantar estimated the DTC spend to be $5.4 billion whereas Neilsen estimated it to be around $5.2. Whatever the source, it is clear that DTC ad spending is at an all-time high. I included data from AARP regarding its estimate of % price increase for drugs used by older Americans.

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How Email Marketing Can Bring You Repeat Customers | Digital Pharma Blog

How Email Marketing Can Bring You Repeat Customers | Digital Pharma Blog | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Nurture a stronger customer relationship through informative email marketing.
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2016 was record year for generics, Top 10 drugs going off-patent in 2017, Soon, no more ED ads!

2016 was record year for generics, Top 10 drugs going off-patent in 2017, Soon, no more ED ads! | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Welcome to the February 28, 2017, edition of Pharma Industry News Update (aka PinUp), which is published every Tuesday and Friday as part of the Pharma Marketing News subscription service. PinUp presents selected content of topical interest from a variety of sources. View the Web version of this issue here: http://bit.ly/PINUP022817  

 

Articles in this issue:

 

Further Reading:

 

About Pharma Industry News Update

The Pharma Industry News Update (aka PinUp) is published every Tuesday and Friday as part of the Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources. If you'd like to receive this newsletter, subscribe here.


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Why Pharma Companies Should Embrace Digital Health Startups & Vice Versa

Why Pharma Companies Should Embrace Digital Health Startups & Vice Versa | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

While most healthcare stakeholders are eager to embrace digital health, the pharmaceutical sector has been somewhat reluctant to join the digital health bandwagon. Some of the forward-thinking pharma companies are just now awakening to the opportunity for digital health to strengthen their businesses (see “The Pharma Digital Health Accelerator Club”; http://bit.ly/pmn160102iclub).  

 

For pharma companies to realize digital health’s potential as quickly as possible, they should seek out and partner with technology startups focused on digital health innovation. Savvy startups should be receptive to these collaborations, as there are major benefits to them from working with pharma.  

By embracing digital health tools alone or in combination with medications, pharmaceutical companies can:

 

  • Improve outcomes
  • Build connections to patients
  • Strengthen branding

 

As with many disruptive innovations, digital health requires the development of novel business models and partnerships to succeed. The most effective way for pharmaceutical companies to achieve these benefits is to partner with multiple, compatible digital health startups, and to have these startups build innovative patient and provider-facing digital health solutions on behalf of their pharma partners.

 

When pharma comes courting, a savvy digital health startup should be receptive. It can benefit enormously by working with a drug company. One of the biggest benefits: access to a pharma company’s substantial sales and marketing networks. Selling products into the healthcare system can be extremely difficult because of the wide variety of physician practice models and healthcare procurement processes. Startups often lack the infrastructure needed to reach customers and, therefore, have trouble scaling up sales. Many fail as a result. Teaming with pharma and tapping into their extensive marketing infrastructures and distribution channels will help digital startups gain traction far faster than they could on their own.

 

Which pharmas will embrace partnerships?

 

More…


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Social Media Etiquette for Pharmacists

Talk given at the UP College of Pharmacy Emilio T. Yap Auditorium for the UP Pharmaceutical Association, 25 Jan 2017

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Bayer expanding its digital health accelerator program to San Francisco

Bayer expanding its digital health accelerator program to San Francisco | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The German life sciences company plans to bring its accelerator program for digital health startups to San Francisco. It's now available in Berlin, Moscow, and Shanghai among other places.

Via Lionel Reichardt / le Pharmageek
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Bad Sign for Pharma in Blockbuster Category’s Struggles

Bad Sign for Pharma in Blockbuster Category’s Struggles | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Blockbuster drug sales might be slowing down across the industry.

Via Richard Meyer
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Deloitte - 2017 Global health care sector outlook

Deloitte - 2017 Global health care sector outlook | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Rising demand and associated spending are being fueled by an aging population; the growing prevalence of chronic diseases and comorbidities; development of costly clinical innovations; increasing patient awareness, knowledge, and expectations; and continued economic uncertainty despite regional pockets of recovery are just a few of the key issues and trends impacting the global health care sector. Read on to learn more about trends impacting the global health care sector in 2017 and suggested considerations for stakeholders.

Via Olivier Delannoy
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The Benefits of Twitter for Scientists

The Benefits of Twitter for Scientists | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Despite frequent claims to the contrary, social media tools such as Twitter can be incredibly valuable for scholars. My own research (and years of personal experience) has shown that if properly used, Twitter makes it possible for scholars to follow along with cutting-edge research in their discipline as it is presented at conferences on the other side of the world, to directly share their expertise with policy makers and journalists, and to get feedback from expert peers as they work on their own research projects.

New research from the writers of the Fisheries Blog has revealed another professional benefit of social media usage for scholars. “We found that the number of tweets about a primary ecology research article was significantly correlated to the number of citations that the paper received,” said Brandon Peoples, assistant professor of fisheries ecology at Clemson University and the paper’s lead author. This new analysis notes that Twitter activity related to a paper predicted citations more than the 5-year impact factor of the journal where that paper was published, at least for ecology-focused journals.

This PLoS One paper , “Twitter predicts citation rates of ecological research,” is not the first to address this question, and past studies have found mixed results. However, Peoples noted that his new study took a different and more complex approach. “Several studies have looked at the relationship between various altmetrics, measures of activity on, for instance, Facebook, Twitter, or blog posts) and citations. Most of them have used simple bivariate correlations and have found weak relationships,” Peoples said. “What we did differently was account for other important sources of variation in the same model: time since publication, journal impact factor, and random variation among journals. This allowed us to identify the ‘signal’ of Twitter over the ‘noise’ produced by the other variables. You can’t do that with simple correlation analyses.”

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Six Top Global Pharma Companies Establish New HCP Technology Standards Group

Six Top Global Pharma Companies Establish New HCP Technology Standards Group | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Six of the top 25 largest global pharmaceutical companies announced the formation of Align Biopharma, a new group dedicated to setting technology standards that will make it faster and easier for healthcare professionals (HCPs) to connect with the life sciences industry. Founding members, with input from across the industry, will develop open standards and solutions for companies to streamline how HCPs get the drug and treatment information they need to deliver improved care to patients.

 

In ophthalmology, Allergan and Novartis, the parent company of Alcon, are members of the group.

 

“Common industry standards can make it more effective and efficient for life sciences companies and healthcare professionals to connect,” Patrick Retif, VP IT, Global Commercial at Allergan, said in a news release. “Working together can help harmonize digital engagement and information access across the industry and create a better experience for our shared customers.”

 

The rise of specialty drugs to treat complex diseases is creating a greater need for HCPs to have more timely and tailored information. As the number of new drugs increases so does the amount of information healthcare professionals require to facilitate patient engagement. There is significant potential for biopharmaceutical companies to use digital technology to inform HCPs on new or more complex treatments.

 

Initially, Align Biopharma will focus on developing two new standards to facilitate seamless digital engagement and simplify the HCP experience:

 

Identity management – definition of an identification and authentication standard to enable a single sign-on for HCPs to access online content – including websites, portals, virtual events, or webinars – across all companies.

 

Consent and communication preferences – definition of standards for consent and preference management so that there is consistency in how HCPs specify communication preferences with each company.

 

“Digital is transforming how life sciences companies and HCPs collaborate and interact,” said Paul Shawah, vice president of commercial cloud strategy at Veeva Systems. “With the proliferation of advanced treatments and digital channels, adhering to industry standards will simplify the challenges doctors face in getting the right information quickly.”


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AliveCor unveils an AI stroke prevention platform, inks $30 million from Omron and the Mayo Clinic

AliveCor unveils an AI stroke prevention platform, inks $30 million from Omron and the Mayo Clinic | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Medtech startup AliveCor announced this morning it has pulled in $30 million from Omron Healthcare and the Mayo Clinic and is launching an artificially intelligent stroke prevention platform for doctors called KardiaPro.

AliveCor already has an FDA-cleared mobile app called Kardia to accompany its $99 standalone EKG reader device. However, a partnership last year with the Mayo Clinic involving 4,500 patients for a major study on stroke prompted the company to build the new platform, which is a premium offering for doctors who want to monitor the EKG readouts of patients at potential risk for stroke or other heart-related diseases.

 


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How to build relationships through virtual meetings

How to build relationships through virtual meetings | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
A discussion of the ways in which virtual meetings can help pharma build meaningful relationships and encourage HCP engagement.

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Pinterest or Instagram for Pharmaceutical Marketing? Spoiler: It's Both.

Pinterest or Instagram for Pharmaceutical Marketing? Spoiler: It's Both. | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Yes, it’s true that you’re a busy pharmaceutical communications exec: Why would you add another online channel to your already-loaded pharma marketing toolkit? Especially since Pinterest and Instagram are basically the same: Both are image-driven social media platforms, using visuals in marketing that encourage sharing and engage your target audience.

 

But that’s where the similarities end. Pinterest and Instagram have distinct purposes and applications, so a better question is: Why would you limit your reach and capabilities by choosing one over the other? Consider the primary function of each…

 

  • Pinterest: A platform that enables you to curate visual content that you’ve found online and would like to share with your community.

 

  • Instagram: A platform that enables you to capture visual content that you find engaging and would like to share with your community.

 

So, it’s curate versus capture. But when you dig a little deeper…

 

  • A Pinterest user focuses on discovery of other user’s content in common areas of interest. The platform is similar to a search engine that can be customized to seek out specific content, how-to’s, inspiration, and products. A user gathers the content by “pinning” it to their visual idea-board in relevant groups. Pinterest incorporates the classic characteristics of social media, so users can share their boards, follow the boards of others, and comment on content.

 

  • Instagram users seek to share pictures and videos that they’ve captured from their own mobile device – which they can first enhance by incorporating special effects, applying filters, and adding captions. The content isn’t just shared on the platform; rather, a user can transition Instagram visuals over to Facebook and other social networks.

 

Now you can see how the distinction between the two is quite profound. You can also understand that different types of messages and images will resonate with users on Pinterest as compared to Instagram – because they’re active on these platforms for entirely different reasons. You can’t optimize engagement, raise brand awareness, and develop a loyal following without understanding which one to use, for what reasons, and when.

 

When to Use What

 

Linking: When you pin an image on Pinterest, it will include a link to the source of the content on an external site. If that external site is yours, you drive website traffic every time someone clicks on the pin, increase that traffic potential exponentially every time someone re-pins it, and boost SEO.

 

When you post an image on Instagram and share it across other social media channels, they’re directed to that content’s individual link. That person isn’t heading to your website, but to the Instagram-generated link and your profile.

 

  • Linking Advantage: Pinterest

 

Storytelling: You tell your stories on Pinterest through the stories of others, on the themed boards you create to gather your pins. It’s possible to distribute promotions and hold contests to engage your audience and invite them into your story.

 

Instagram users are seeking a more personalized experience when they engage with brands on the platform. Because you’re posting content that you create yourself, you can establish a more individual connection between your company and the user. Instagram content is consumable through quick captions, images, and video clips – unique content that communicates information about the products you offer.

 

  • Storytelling Advantage: Instagram

 

Target Audience: Woman account for roughly 85 percent of Pinterest users, a figure that represents that largest gender differential on all social networks. When you consider that women are more likely to seek health information online as compared to men (85 and 75 percent, respectively), SEO becomes a factor – making the advantages of Pinterest clear.

 

Still, Instagram has more active monthly users, at 500 million compared to Pinterest’s 150 million according to 2016 figures. So if it’s breadth you seek with pharma marketing, Instagram may be your best bet.

 

  • Target Audience Advantage: Too Close to Tell

 

There’s no clear winner between Pinterest and Instagram, but there is a clear point: You want to use one over the other, depending on your goal. The key is understanding the different users of each platform and why they’re hanging out there


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Innovative Trends in eHealth for Pharma Development in Europe - Drug Discovery TOE - Research and Markets

Innovative Trends in eHealth for Pharma Development in Europe - Drug Discovery TOE - Research and Markets | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Research and Markets has announced the addition of the "Innovative
Trends in eHealth for Pharma Development in Europe - Drug Discovery TOE"
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Digital influencer marketing can get best result for pharma - World News Report - EIN News

Digital influencer marketing can get best result for pharma - World News Report - EIN News | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The most comprehensive geo-political news service available on the Internet, covering over 263 countries and regions, all U.S. States and Industries.
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Big Pharma Is Pointing Fingers, and Hoping Trump Will Listen

Big Pharma Is Pointing Fingers, and Hoping Trump Will Listen | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
In the fast-moving Washington game of who’s to blame for high U.S. drug prices, an often-overlooked industry is readying its defenses against pharmaceutical companies that fault other parts of the health sector for the costs faced by patients.

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Pharma on facebook

Pharmaguy’s Select List of Big Pharma Companies with Corporate Facebook Accounts

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Key trends and predictions for pharma marketers in 2017

Key trends and predictions for pharma marketers in 2017 | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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Healthcare guide to Social Media Marketing

The Healthcare Industry Can No Longer Ignore Social Media As the healthcare industry continues to constantly change, it is extremely important that healthcare …

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30 Facts & Statistics On Social Media And Healthcare

30 Facts & Statistics On Social Media And Healthcare | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Constantly evolving social technology and user centric trends make for the perfect digital strategy storm! What platforms are better suited to adapting to drastic changes than those that focus on individualized care?  In this article, we highlight the most relevant statistics of social media and healthcare.

  1.  42% of individuals viewing health information on social media look at health-related consumer reviews. (Source PWC)

Takeaway:  Audiences are seeking collective knowledge when it comes to their health related decision making.  Having multiple voices who can relate to a similar situation, or who have experienced similar circumstances, will always garner greater persuasion than that of a single brand.

  2.  32% of US users post about their friends and family’s health experiences on social      media. (Source PWC)

Takeaway: Social media platforms like Facebook, Twitter, Google, or even SnapChat have become the modern day blog forums for folks to vent about their loved ones healthcare stories and/or struggles.  For healthcare brands and startups, there’s huge potential in connecting with these caregivers and patients.

   
 

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2017 pharma trends: Bon chance! - PMLiVE

2017 pharma trends: Bon chance! - PMLiVE | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
A US take on the power shift in Washington and what it could mean for the industry
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Pharma Marketers Should Re-evaluate the Use of Social Media in Light of Growing Consumer Mistrust

Pharma Marketers Should Re-evaluate the Use of Social Media in Light of Growing Consumer Mistrust | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

As pharma gets ready to explore social media, perhaps they should first ask patients/consumers if they want to engage pharma companies via social media as new research indicates that social media has a very low confidence among US adults.

 

The biggest threat to online health seekers is “trust in information”. There are a lot of sites out there that will automatically cookie users and use those cookies to serve up ads which makes a lot of people uncomfortable.

 

Can pharma leverage social media to enable patient conversations? The answer is yes, but legal people need to stay away from coffee to allow someone at pharma to talk with patients and the FDA has to better understand what patients want from pharma companies via social media.

 

In the course of my research I have learned that nothing is more private than a patients’ health. Using social media to engage pharma companies is a very huge step and pharma has to make sure that the step is worth it by adding value in the patient’s eyes, not marketers.

 

Social media is NOT the answer for pharma at a time when all social media marketing is tanking with stories of false metrics and extremely low organic reach. Social media is part of DTC marketing, but it’s only a very small part of the pie.

 

Further Reading:

  • “Patients Prefer Easy-to-Find Health Info Over Trusted Health Info”; http://sco.lt/7lCFSj
  • “Millennials Trust Pharma Social Media, Mobile Apps & Advertising a Hell of a Lot More Than Their Geezer Parents!”; http://sco.lt/5vrNwH

Via Pharma Guy, Lionel Reichardt / le Pharmageek
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JEAN PASCAL POISSONNET's curator insight, January 16, 12:27 PM
This sounds like a warning to Pharma industry as to the use of social media. What this article says is that health is not to be merchandised. Patients expect reliable information and long term commitment from Pharma industry to accompany them, not marketing coups. This can be done no doubt through the use of social media if used as true and trustworthy set of dialogue tools.