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Merck targets docs with revamped UK website and healthcare apps

Merck targets docs with revamped UK website and healthcare apps | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Merck targets docs with revamped UK website and healthcare apps
FierceBiotech IT
For the U.K. version of Univadis, physicians get free access to a library of medical apps for their work in 50 specialty areas.
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Summary:

 

For the U.K. version of Univadis, physicians get free access to a library of medical apps for their work in 50 specialty areas. The company joins other global pharma companies such as Sanofi, Roche )/Genentech and others to offer apps with physicians in mind. The apps benefit from the wide use of Internet-connected devices in medicine. As MSD noted from a 2011 study, 87% of healthcare pros in the U.K. believe that the Internet serves an important role on a daily basis.


There are about 400 mobile apps in the Pharma industry

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The Digital Divide in pharma

The Digital Divide in pharma | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Across Health blog: the Digital Divide in pharma: HCPs’ needs exceed pharma’s digital offerings, particularly in the medical space. Want to learn more?

Via Olivier Delannoy
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Determining How Much Pharma Spends on Internet vs. TV DTC Advertising is a Daunting Task!

Determining How Much Pharma Spends on Internet vs. TV DTC Advertising is a Daunting Task! | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

I prepared the chart on the left for the Pharma Marketing News article "DTC Ad Spending Rises from the Grave," which was published this Monday. You should compare this version of the chart to the one I published here on Pharma Marketing Blog last week (here). 

This chart says 5% of pharma's 2014 DTC ad budget went to the Internet (excluding search), whereas the previous version says only 3%. 

This chart says 63% of the budget went to TV, whereas the previous version says 70%. 

I'll ignore print for now. 

Determining the exact amount that the pharmaceutical industry spends on advertising via different media (TV, print, Internet, etc.) is a daunting task. Numbers regarding pharma DTC spending come from two sources: Nielsen and Kantar Media. Both report "measured media" spending, which includes TV, magazines, news-papers, radio, outdoor, and Internet (display ads only, not including search). Kantar tracks over 3,000 media sources throughout the US and Canada, which is a different methodology than that used by Nielsen. As a result, the numbers from these sources often do not match (for more on that, read "Making Sense of Pharma DTC Spending Trends"). 

Why the Differences?


Read more here.


Via Pharma Guy, Giuseppe Fattori
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Rising consumerism: Winning the hearts and minds of health care consumers

Rising consumerism: Winning the hearts and minds of health care consumers | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The intersection between rising health care consumerism and a growing retail orientation in the health care sector presents challenges for existing players.

Via Richard Meyer, eMedToday
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Why Social Listening Has Become Essential To Pharma

Why Social Listening Has Become Essential To Pharma | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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How Pfizer Canada is Leading the Pharmaceutical Market in Social Media

How Pfizer Canada is Leading the Pharmaceutical Market in Social Media | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Learn how Heather Bisset has found a solution to manage corporate reputation and customer relationships with strategy for corporate social media accounts.

Via Giuseppe Fattori
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What is the role of social media in healthcare?...

What is the role of social media in healthcare?... | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

While social media is moving quickly through the “hype” line it can serve as an important source of information from people who are researching health information online.


Via Stephen Dunn, eMedToday
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A Tale of Satisfied and Unsatisfied Digital Pharma Managers

A Tale of Satisfied and Unsatisfied Digital Pharma Managers | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Across Health blog: How do satisfied and dissatisfied pharma managers compare when it comes to defining the right channel mix? Want to learn more?


Via Olivier Delannoy, Celine Sportisse
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Is Digital Marketing Doing More Harm Than Good for Pharma?

Is Digital Marketing Doing More Harm Than Good for Pharma? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Pharma has certainly ramped up digital campaigns, but the rapid adoption may not be an advantage for all Pharma companies.

Via Philippe Marchal/Pharma Hub
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How to Make DTC Ad Warnings More Effective

How to Make DTC Ad Warnings More Effective | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The FDA recently announced that it would explore if there are better ways to help the average American understand and absorb risk and safety information in

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5 Reasons Pharma Should Reconsider Instagram

5 Reasons Pharma Should Reconsider Instagram | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

More and more, Instagram is becoming a viable social channel for pharma, if used in the right way. So here are five reasons we believe pharmas should take a new look at Instagram.


Via Olivier Delannoy, Lionel Reichardt / le Pharmageek
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Marketing at 24 Frames per Second

Marketing at 24 Frames per Second | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Which of these factoids is not like the others?

By 2017 video will represent more than two-thirds of global consumer internet traffic.
65% of smartphone owners use their devices to watch mobile video. Of those, 84% watch video at least several times a week.
Video in emails nearly doubles click-thru rates and reduces opt-outs by 75%.
Customers who view videos are 85 to 144% more likely to purchase.
When asked what the most exciting 2014 marketing opportunity for their organization was, more than 2,000 company and agency executives surveyed by Adobe and Econsultancy ranked video last among nine possible choices.

Via Philippe Marchal/Pharma Hub
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Pharma's digital directions in 2014

Pharma's digital directions in 2014 | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Multi-channel marketing a priority, but mobile websites may be neglected
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Can Pharma Conquer The Consumer The Way Apple Did? This App Might Help

Can Pharma Conquer The Consumer The Way Apple Did? This App Might Help | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Apps are moving much closer to delivering real therapeutic benefit, as I wrote last month on Forbes. But life science venture capital  investors of any stripe – financial or corporate -- are reluctant to invest in app developers.

Via Pharma Guy
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Pharma Guy's curator insight, March 26, 7:28 AM


This may be where "patient-centricity" and investment in "innovation" lead the drug industry.

Sarah Palmer's curator insight, March 26, 1:06 PM

mySugr - great example of using technology to address healthcare issues #collaborate #innovate

Alexandre Gultzgoff's curator insight, March 30, 4:17 AM

watch out. health apps will soon deliver benefits for patients... and pharmas.

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PatientsLikeMe inks AstraZeneca deal, studies Fitbit use for MS patients with Biogen

PatientsLikeMe inks AstraZeneca deal, studies Fitbit use for MS patients with Biogen | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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Pharma gets social: How Novartis is transforming clinical trials with social media

Pharma gets social: How Novartis is transforming clinical trials with social media | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Daniel Ghinn spotlights how this pharma company is facilitating take up of clinical trials via website tools and Twitter feeds. 'Want to learn about a clinical trial targeting patients who have tumours with ALK or ROS1 gene alterations?

Via Stephen Dunn, Philippe Marchal/Pharma Hub
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U.S. Medicine Spending Hits Record High - US News

U.S. Medicine Spending Hits Record High - US News | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Innovation was a primary driver while Obamacare played a smaller role than you think, a new report says.

Via Richard Meyer, eMedToday
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Infographic: Big Data Analytics in Healthcare

Infographic: Big Data Analytics in Healthcare | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Infographic illustrates how big data analytics in healthcare industry is undergoing big changes — namely integrating advanced data analytics for PHM

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4 Ways Healthcare Marketers Should Utilize Social Media

4 Ways Healthcare Marketers Should Utilize Social Media | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Social media is no longer a marketing afterthought for companies and organizations. Every major brand is present across the major social media platforms, and they are actively planning strategic campaigns around social activity. Companies from every industry have made the leap into social media, but healthcare has lagged behind. Why is this?

Part of it is a lack of understanding about what social media is and how it integrates with current healthcare marketing efforts. Part of it is a fear of how it affects patient privacy and compliance with regulations such as HIPAA. What many healthcare organizations don't realize is that these obstacles are all easily overcome and shouldn't stand in the way of building up social media strategies.

While many businesses cut back on advertising during a recession, plenty of research suggests that businesses should actually spend more on advertising during those times because consumers continue to watch ads. Thus, there's this lovely void of which businesses can take advantage. Why am I telling you this? Because right now, the social media landscape in the healthcare industry is a bit like a recession—there aren't very many players in the game and, quite frankly, the bar for doing it well is set pretty darn low.

Of course, before you begin any social media campaign, always remember that in order to comply with HIPAA regulations, as well as medical ethics codes, you must protect the privacy of your patients at all times. Don't share any information about patients, or information that could potentially identify patients, such as physical descriptions or mannerisms, etc. With that in mind, here are four ways that healthcare organizations - from patient-facing to B2B - should be using social media. 

1) Give Your Organization a Voice

Healthcare companies can come across as a bit sterile, which is great when they're talking about about the cleanliness of the equipment, but not so great when communicating with patients and the public.

Use social media as a way to interact and engage with your patients or customers. Show a bit of personality. Humanize your organization. Respond to reviews and inquiries.

2) Educate Your Audience

Social media is a great way to spread the word about public health issues. Think about unique campaigns that you can run to raise awareness of an issue, such as last year's ALS Ice Bucket Challenge. You want to limit self-promotional posts and instead focus on ways that you can help your audience, since this is not about selling a produc or a service.

Remember, there's a lot of misinformation on the Internet about health and fitness—think about ways in which your organization can combat this and use social media to positively impact patients and the public.

3) Advertise

Apparently, Americans spend more time online than we do sleeping each day. It's kind of a no brainer, then, that advertising online is a good way to reach your audience. Plus, as I mentioned above, not too many healthcare organizations are buying up ads, so the cost to play may be lower than it is in other industries.

Use social media advertising to raise brand awareness for your organization, or to drive leads towards premium content downloads so that you can nurture them into becoming patients or customers. Your social media ads need to be relevant, well-written and accompanied by an image that will grab your audience's attention.

4) Give Your Audience Content They Can't Get Elsewhere

The sky is the limit here - video tutorials for how to use at-home healthcare monitoring devices, product demos for equipment that you're selling to hospitals and infographics with tips and fitness exercises for wheelchair-bound patients.

No matter which industry segment your healthcare organization is in, whether it's patient-facing or B2B, whether you're a company selling state-of-the-art stethoscopes or a hospital performing cutting-edge surgeries, you have something unique to offer your audience. When it comes down to it, this is what will get you shares, likes, retweets and favorites. 

Social media isn't so scary once you get started. If it helps, monitor other healthcare companies on social for a month or two first. See what they post. Make notes of what resonates with you and what feels a bit off.

From there, you can build your own voice and start engaging with your audience on social media. Trust me, like those businesses who run ads during recessions, your healthcare organization will be reaping the rewards for years to come.



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Tiziano Galli's curator insight, April 15, 3:21 AM

Alcuni autori, come quello dell'articolo qui riportato, individuano da tempo alcune ragioni valide affinchè anche l'healthcare finalmente e seriamente - invece che stare lontano dai social - "entri nell'arena" e cambi atteggiamento verso i social.

 

D’altra parte, dico io ma non solo, anche settori che tradizionalmente hanno anch'essi il problema di contenuti sensibili di riservatezza e privacy come quello bancario e assicurativo navigano in mare aperto sulla rete facendo marketing.

 

E tutti i maggiori brand si "sporcano" le mani dialogando con i net-surfer prendendosi la responsabilità di rispondere alle critiche e a promuovere marchi e prodotti.

Forse allora, fatta salva la necessità di preservare la privacy dei pazienti ad ogni costo ci sono almeno 4 ragioni o “modalità” per giustificare una maggiore iniziativa.

 

Rimando all'articolo per i dettagli ma riassumendo::

1) Dare Voce alla propria organizzazione - Umanizzare l’ azienda parlando con il proprio target rispondendo alle domande e agli stimoli Farsi “raggiungere”

2) Educare la propria audience - creare campagne di promozione sociale e di informazione… combattendo la disinformazione che spesso domina la rete prendendo parte alla valorizzazione e certificazione delle notizie veicolate
3) Advertising - pur dovendo rispondere a modalità e restrizioni di leggi locali, esistono ampi margini di manovra che riguardano la pubblicità istituzionale e, certamente esiste la necessità di valutare come aggredire altri ambiti trovando soluzioni plausibili e legali. Certamente il paziente spende molto tempo in rete e una parte di questo, è sfruttato dai brand per veicolare promozione attraverso i social.
4) Preparare contenuti esclusivi che la propria audience non puo’ trovare altrove - questa è forse, viene riportato, la maggior opportunità che il settore Healthcare ha a propria disposizione per attrarre il proprio target. Non ci sono limiti a contenuti interessanti ed esclusivi.

Questo riassunto è, grosso modo, il senso di un atteggiamento mentale già valido per gli US e del tutto condivisibile e realistico anche per le nostre parti.

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Doctors think lots of patients ask for medicine they don’t need. This study says that’s not true.

Patients request additional treatment in 9 percent of conversations with doctors.

Via Richard Meyer
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#Pharma Mobile Health Apps: If You Build Them, ...

#Pharma Mobile Health Apps: If You Build Them, ... | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
It’s hard to find a pharma or medical device company these days that doesn’t have at least one mobile app in development. And now that, as of February 2015, the U.S.
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The EarthWorks - 5 Reasons Pharma Should Care About Apple Watch

The EarthWorks - 5 Reasons Pharma Should Care About Apple Watch | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
For months and months speculation was rife about the Apple Watch (or iWatch as was the expected moniker) and the possible implications and...

Via Stephen Dunn
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Pharma's Patient Communication Problems

Pharma's Patient Communication Problems | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
One key problem for pharmaceutical companies trying to engage with patients: they don’t speak the same language.

Via Stephen Dunn
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PR to Pharma: Up Your Dosage of Social Media

PR to Pharma: Up Your Dosage of Social Media | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
An IMS Institute for Healthcare Informatics report last year asked the provocative question, ‘Is healthcare ready for empowered and digitally demanding patients?’

Via Philippe Marchal/Pharma Hub
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INTERVIEW: Accenture's David Logue talks digital pharma

INTERVIEW: Accenture's David Logue talks digital pharma
PharmaTimes
DL: Pharma marketing organisations are often set up with a dependency on colleagues in the technology function to deliver digital experiences.
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Can Pharma Conquer The Consumer The Way Apple Did? This App Might Help

Can Pharma Conquer The Consumer The Way Apple Did? This App Might Help | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Apps are moving much closer to delivering real therapeutic benefit, as I wrote last month on Forbes. But life science venture capital  investors of any stripe – financial or corporate -- are reluctant to invest in app developers.

Via Pharma Guy
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Pharma Guy's curator insight, March 26, 7:28 AM


This may be where "patient-centricity" and investment in "innovation" lead the drug industry.

Sarah Palmer's curator insight, March 26, 1:06 PM

mySugr - great example of using technology to address healthcare issues #collaborate #innovate

Alexandre Gultzgoff's curator insight, March 30, 4:17 AM

watch out. health apps will soon deliver benefits for patients... and pharmas.