Pharma: Trends in e-detailing

In the quest to ensure a globally healthier population, government agencies, pharma, and health practitioners are looking at ways to develop health literacy in diverse patient populations. Does tech literacy form another strand in the link between health and education? And what exactly is tech literacy?

 

Towards a definition of tech literacy

Tech literacy involves competency in using technology and gadgets to locate relevant information. Included in tech literacy is the ability to use this accessed information in problem-solving, effective communication, and information synthesis. In the healthcare context, these skills contribute to health and well-being in a technology-driven world, empowering people to access sources of health information and know how to discriminate between unreliable and reliable information.

Where health and tech literacy meet

In this age of advanced technology, while many people (but certainly not all) are tech savvy, they still lack tech literacy in terms of discovering and effectively using health information. Interestingly, however, health literacy rates are inclined to change and adapt with the emergence of health information technology (HIT), making technology an opportunity for enhancing health literacy.

Indeed, technology can be used in healthcare settings in many different ways, and the level of tech literacy required is variable. Many GP surgeries in the UK, for example, offer online services to their patients, allowing them to book and cancel appointments online, order repeat prescriptions, and view parts of their GP records.

 

Via Giuseppe Fattori

Several new apps are making it easier for doctors and patients to conduct clinical trials.

While smartphone owners continue to download mobile apps at healthy rates, they are increasingly likely to drop them — often after a single use.

According to Localytics, roughly a quarter of apps were abandoned, an increase from 2014 when only 20 percent of apps suffered that fate. Meanwhile, the number of apps that are opened 11 or more times dropped to 34 percent from 39 percent a year earlier.

Abandonment among game players tends to be particularly high, though obviously hits can be among the stickiest items on a user’s home screen.

Smartphone owners in the U.S. are actually far more loyal than those outside of America. In the U.S., the percentage of highly-opened apps actually increased one percentage point to 42 percent, a factor that could be attributed to the significant amount of advertising that goes toward getting customers to reopen the apps they already have installed. The number of apps opened just once in the U.S. was 19 percent — the same as a year ago.

Outside the U.S., though, app abandonment was far higher, especially in China. There, some 37 percent of apps were opened just once — a sharp increase from the prior year when just 26 percent of apps saw only a single use.

Localytics suggested several likely factors, including the improving networks allowing for more app downloads and the impact of messaging platform WeChat.

“With many brands choosing to use WeChat instead of developing their own native app and WeChat also extending into commerce services, the need for other apps is decreasing quickly,” Localytics said.

 

Via Giuseppe Fattori

US regulators have approved the first mobile medical application for substance use disorders involving alcohol, cocaine, marijuana and stimulants.

 

Via Pharma Guy, Pharmacomptoir / Corinne Thuderoz, Philippe Marchal

A recent IT leadership survey found that many more pharma companies are reporting their digital strategies are ineffective compared to other industries. Heath Jackson looks at why this is – and what they need to do about it.

Adherence and outcome support commercially viable for pharma and primary care, suggests app developer Sebastian Gaede.
Via Olivier Delannoy

We believe these are those issues - the macro-trends that will directly affect pharma in 2016. Here, we describe them, we dissect them, and we break them down into what they mean to you, the pharma marketer.

The most comprehensive geo-political news service available on the Internet, covering over 263 countries and regions, all U.S. States and Industries.

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

Via Plus91, Lionel Reichardt / le Pharmageek, Philippe Marchal, eMedToday

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, eMedToday

Only nine percent of U.S. consumers believe pharmaceutical and biotechnology companies put patients over profits, while only 16 percent believe health insurance companies do, according to a Harris Poll® study released today. Meanwhile, 36 percent of U.S. adults believe health care providers (such as doctors and nurses) put patients over profits, compared to hospitals (23%).

 

"We are in the midst of a health care maelstrom," said Wendy Salomon, vice president of reputation management and public affairs at Nielsen. "Consumers see no safe port, no place where their interests are truly protected-and that lack of consumer trust is reflected in the reputational risk we see across the U.S. health care landscape."

 

Additionally, the Harris Poll of more than 1,000 U.S. adults ages 18+ indicates that while most are neutral toward health care industries, more consumers rate health insurance (24%) and pharmaceutical and biotechnology companies (20%) with low reputations, compared to hospitals (6%), health care providers (doctors and nurses) (5%) and technology (2%). Fifty-eight percent rate the reputation of the technology industry as high, compared to health care providers (43%), hospitals (37%), pharmaceutical and biotechnology companies (20%), and health insurance companies (15%).

 

"There are undeniable reputational risks for pharmaceutical and health insurance companies – more so than other parts of the health care ecosystem," said Salomon. "Reputation matters to patients, care providers, investors, employees, and potential hires. Positive reputations can pave the way in times of crisis, in times of transition – and when it's critical to have a seat at the policy-setting table."

 

Further Reading:

• Pharma Marketing Ethics & Corporate Reputation Compendium; http://bit.ly/pmnrepcat
• The World's Most Reputable Pharmaceutical Companies In 2016 According to Survey of Uninformed Consumers; http://sco.lt/4lwRnd 
• Can You Trust Patient Rankings of #Pharma Corporate Reputation?; http://sco.lt/7AZyfx 
• Americans Hate the #Pharma Industry Almost as Much as They Hate U.S. Gov't!; http://sco.lt/7K6aLB 
• Italian edition: Corporate Reputation of Pharma in 2015 - the views of 67 Italian patient groups; http://sco.lt/80p8oz 
• Pharma's Rep Among Patient Groups at 4-Year High; http://sco.lt/6eoNgf 

Via Pharma Guy, Lionel Reichardt / le Pharmageek

The battle for the best pharmaceutical marketing practices has begun. And the big guns are now digital pharma marketing gadgets. Social media has slowly but surely bought its place in the pharma marketing budgets, reducing traditional marketing budgets.

 

Via Plus91, Esposito Christelle, Philippe Marchal, eMedToday

This week, MMW was privy to some insights on the future of pharma marketing from Sloan Gaon, CEO of PulsePoint. So what’s ahead in the new year? Here are some of Goan’s predictions: AI and ML will save lives in 2018 AI and ML will revolutionize clinical trial recruitment by finding patients based on a …

Via Giuseppe Fattori

There has been a huge push in policy circles to speed innovation in medicine which is manifest in several initiatives, including most notably the 21st Century Cures Act implementation. But it would be a mistake to assess the quickening pace … Continue reading →

The University of Surrey, working with colleagues at University College London, the Africa Health research Institute (South Africa), OJ-Bio (Newcastle), QV (holdings (Netherlands) and the Japan Radio Co Ltd, have developed a mobile test using technology found in smartphones, and it could provide doctors and carers with a virtually instantaneous way of diagnosing someone with HIV. The test uses just a single drop of blood from a patient to produce a positive test within 10 seconds.

The test, announced in Scientific Reports, uses surface acoustic wave (SAW) biochips, which are based on microelectronic components found in smartphones. The disposable quartz biochips are extremely fast because they do not require complex labelling, amplification or wash steps, and a pocket-sized control box reads out the SAW signal and displays results electronically.

Early detection of HIV is vital to help contain potential outbreaks, but existing tests require complex analysis equipment and long waiting times for results.

The team first optimized SAW biochips and capture coatings to detect model HIV antibodies and recombinant antigens (anti-p24 and p24 respectively) exploiting small llama antibody technology. This was then used to test real patient samples, using differential measurements, in order to achieve high specificity and sensitivity within seconds.

The research opens up the potential of consumer electronics to cut lengthy test waiting times, giving patients on the spot access to potentially life-saving treatment and supporting more timely public health interventions to prevent disease outbreaks.

 

Via Giuseppe Fattori

As required by the 21st Century Cures Act, FDA Commissioner Gottlieb is working to modernize the drug approval process and innovate drug and device regulation.
Via Philippe Marchal, eMedToday

Austin-based Digital Pharmacist, a company that offers prescription management apps, has raised $6.5 million in new funding in a round led by Activate Venture Partners and LiveOak Venture Partners. The company, which was formed in January from a merger of RxWiki and Telemanager, has raised $13.7 million to date.
Via Philippe Marchal

Clinicians are people – just like us. Like us, most of them are busy, have friends and start their day on social media. In just the last two years, our media habits changed dramatically and there a…

Via Richard Meyer, Lionel Reichardt / le Pharmageek

After an upswing in pharma's global reputation in 2015, its standing among patient groups has now swung the other way—again. Only 38% of patient groups agree that the industry had either an “excellent” or “good” reputation, down from almost 45% last year.

Via Richard Meyer

Digital Marketing For Pharma Companies – One cannot deny the power of online marketing for pharma industry is taking the world by storm. As we all know the upcoming generation and time is the era of online business. Even the people all over the world are well versed with internet in their …

A US take on the power shift in Washington and what it could mean for the industry
Via Pharmacomptoir / Corinne Thuderoz, Lionel Reichardt / le Pharmageek, eMedToday

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.”

Via Pharma Guy, Lionel Reichardt / le Pharmageek, eMedToday

According to Facebook Health industry manager Danielle Salowski, it's the combination of reach, scale, and engagement that make Facebook and Instagram useful tools for healthcare marketers. Facebook reaches 1.7 billion people around the world per month; on mobile, it reaches more than one billion people every day. Similarly, there are 500 million people using Instagram every month and 300 million each day.

 

Via Plus91, Lionel Reichardt / le Pharmageek, Rémy TESTON, Philippe Marchal, Giuseppe Fattori