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10 Strategies To Build Social Media Confidence In Pharma

10 Strategies To Build Social Media Confidence In Pharma | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Social Barrel 10 Strategies To Build Social Media Confidence In Pharma Social Barrel According to a new study by Weber Shandwick Health, in partnership with Forbes Insights, executives in pharma marketing and communications admit the great extent...
eMedToday's insight:

Good and practical advise for Pharma and social media.

 

"Shandwick added that “the new age of participatory medicine” has arrived. She said pharmas have to understand what health communities and organizations want, and use digital technologies to inform consumers"

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Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Apple ResearchKit: Three Reasons For Pharma To Be Optimistic

Apple ResearchKit: Three Reasons For Pharma To Be Optimistic | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
At Apple’s much-anticipated Watch launch event in San Francisco yesterday they delivered what was largely a surprise announcement. For months there has been speculation about the Watch and its possible implications and applications for health. Recently these expectations had been diminished by leaked reports of greatly scaled back integrated sensor technology..

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Tech it out: Pfizer, AARP and UnitedHealthcare push innovation

Tech it out: Pfizer, AARP and UnitedHealthcare push innovation | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

The venture, called Project Catalyst, is focusing on technology for people over age 50--not surprisingly, given AARP's involvement. Direct connections with patients--and continual feedback from them--are also key to the project.


Via Philippe Marchal/Pharma Hub, Lionel Reichardt / le Pharmageek
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Engage Patients through Medication Education

Engage Patients through Medication Education | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
When patients have a better experience with their medication, they are safer, have better outcomes, and satisfaction scores go up. It's a win-win.

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Connecting The Dots: Which pharma companies are succeeding in the soc…

For the full report, please email pharmasocial@ogilvy.com

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PatientView's curator insight, April 23, 5:03 AM

@Oglivy @Boehringer ranks top for social media - the intention is to improve corporate reputation. In  PatientView's study the main factors to do with improving corporate reputation are having high-quality products, fair pricing policies and being patient-centred- of which social media is a part    

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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?

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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.



Via Plus91, Celine Sportisse
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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.

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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...

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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.

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Pharma companies turn to social media to improve corporate reputations

Pharma companies turn to social media to improve corporate reputations | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

The report, which is based on data from 14 pharma companies taken over a three-month peroid, found the average number of tweets by has gone up by 530 per cent since 2013 while Twitter followers have increased by nearly 300 per cent. 

The study, 'Connecting the dots: Which Pharma Companies are Succeeding in the Social Media Space?', also showed that companies that keep their social networks fresh with regular updates have the highest interaction from the community and their followers.

Boehringer Ingelheim, Bayer, Novartis and Merck, stood out as as the best performing companies in terms of being active on their social network profiles and encouraging large numbers of users to engage with them.

Rebecca Canvin, social media manager at Ogilvy Healthworld, said: "We know that some pharma companies have been cautious in their approach to social media, but our report clearly demonstrates a dramatic and successful increase in activity. Social media has changed the way pharma companies communicate – it allows them to build corporate reputation and engage in genuine, meaningful conversations with audiences. For companies who want to stand out from the crowd it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy."

The report recommends that pharma companies should be prepared to have honest conversations about their brands by developing strategies and identifying potential scenarios where they can respond as quickly as possible to their followers. 

The report also suggests that companies should aim to have a clear set of engagement guidelines to help manage difficult questions.



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Pharma's getting savvier about social, with Boehringer, Bayer leading the pack

Pharma's getting savvier about social, with Boehringer, Bayer leading the pack | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Bigger isn't necessarily better when it comes to social media. But bigger is certainly better than drugmakers were doing a couple of years ago. Some companies are actually getting it right now, Ogilvy Healthworld says.

A small group of drugmakers are "connecting the dots," according to Ogilvy's latest audit of pharma's social media efforts. They're getting patients, doctors and the media interested, delivering relevant info, inspiring actual conversations.

A very small group, actually. Just 5 companies out of 14 that Ogilvy investigated. We'll get to those later. First, let's consider the fact that pharma's social media presence has grown--a lot. Drugmakers have 1.3 million Facebook followers, Ogilvy says. The average number of pharma tweets per week has gone up by 530% since 2013. The number of Twitter followers has tripled, to 790,000. Four companies even have Vine accounts.

"We know that some pharma companies have been cautious in their approach to social media, but our report clearly demonstrates a dramatic and successful increase in activity," Rebecca Canvin, social media manager at Ogilvy Healthworld, said in a release.

Some have been more successful than others, of course. To go from size to success, Ogilvy looked at more stats--how many followers, how frequent the updates, how many social accounts, how often posts or tweets were shared. The auditors also gauged interest--how much did followers care about a company's social chatter?

Which company came out on top won't be a surprise to those who keep an eye on such things: Boehringer Ingelheim, already a leading presence in 2013, took that lead much further. The German drugmaker's score almost doubled that of its closest rival, Bayer. And Bayer, in turn, bested third-place Novartis ($NVS) by an easy margin.

The remaining two companies "connecting the dots" were Merck ($MRK) and Johnson & Johnson ($JNJ), both of which made big leaps from 2013. In fact, all of the top 5 multiplied their social presences significantly.

Four other drugmakers have made some strides and some connections since Ogilvy's last audit. The rest are still doing the social thing at a beginner level--broadcasting content without engaging much at all, the audit showed.

It's a good thing for them that Ogilvy analyzed their successful peers to come up with some tips for improvement. "[I]t's time to be brave, get personal, educate and integrate social media into their wider marketing strategy," Canvin said.

But why? As the current experts at Boehringer told Ogilvy, the conversation is already out there. "People are talking about you, whether you're active or not," said Patricia Alves, Boehringer's social media and community manager. "Social media gives you the opportunity to engage in that conversation, to give your position and your statement, and maybe then hopefully change the opinion of one person or two."

- check out the Ogilvy Healthworld statement


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Multichannel Marketing Trends in the Pharmaceut...

Multichannel Marketing Trends in the Pharmaceut... | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The importance of having a multichannel marketing strategy is no longer a new way of thinking for today’s marketeer. Implementing a marketing strategy with just one starting and ending point is obsolete.
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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?

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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.


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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.

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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?


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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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