Pharma: Trends in e-detailing
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Which digital tactics provide the greatest ROI for pharma marketers?

Which digital tactics provide the greatest ROI for pharma marketers? | Pharma: Trends in e-detailing | Scoop.it
As the drug industry gets ready to invest more money into digital marketing to cut costs and increase efficiencies they have a lot of tactic available to them.  Digital marketing, today, isn't just...
eMedToday's insight:

 Cegedim that in the US, spending on e-detailing, e-mailing and Webinar /Webcast type promotion was up 65% over 2011. Not surprising since 10% of pharma sales forces have been laid off here in the US.   While the idea of eDetailing sound like a great way to reach physicians they have to consider when physicians are available for eDetailing and move beyond a canned pitch.  In addition research has shown that physicians are relying more on mobile apps for prescribing information.

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Pharma: Trends in e-detailing
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The Best in B2C Pharmaceutical and Health Care Content Marketing 

Pharmaceutical and healthcare companies have a huge opportunity to be the go-to-source of information people around the world are searching for.
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GlaxoSmithKline targets arthritis in first ResearchKit study by a drug company

GlaxoSmithKline targets arthritis in first ResearchKit study by a drug company | Pharma: Trends in e-detailing | Scoop.it
Apple's ResearchKit was quickly adopted by clinical studies at a series of universities and hospitals, but a new iOS app focused on rheumatoid arthritis from pharmaceutical firm GlaxoSmithKline marks the first time a drug company has made use of the framework.
Via Philippe Marchal, eMedToday
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Novartis Dives Into the "Virtual Medical Meeting" - Will Medical Societies Push Back?

Novartis Dives Into the "Virtual Medical Meeting" - Will Medical Societies Push Back? | Pharma: Trends in e-detailing | Scoop.it

Novartis is changing the way it engages with healthcare professionals (HCPs) for medical education activities by ramping up its use of digital technology.

Key to these plans will be the company's Vivinda TV virtual conference platform, which went live earlier this year to provide on-demand content from medical meetings.

Intended for HCPs around the world, with the exception of the US, Canada, Japan, Norway and Sweden, Vivinda was used at last month's American Society of Clinical Oncology (ASCO) meeting.

Content from the flagship cancer congress attracted more than 4,600 'virtual delegates' across 103 countries. “That's five times more than were engaged the previous year using traditional sponsorship methods,” Novartis noted.

Pharma companies such as GlaxoSmithKline and Pfizer have been using webinars to reach healthcare professionals for some time, but Novartis' plans appear be a more concerted drive towards virtual meetings.
The changes come as new European pharma industry rules came into effect last week on HCP payment transparency, requiring firms to disclose their payments to HCPs for activities such as travel to congresses.

 The company said: “Conference attendance is by nature restricted to only a small proportion of doctors worldwide, and Novartis is keen to find better and more inclusive ways of reaching a broader cross-section of the medical community. 

Consequently the company has increased its investment in digital technology to record levels and plans to use virtual meetings and web-based customer interaction platforms to engage more with HCPs.

However, Novartis will still offer doctors support to attend medical conferences, but from January 2017 it said this would be based on “active participation in the event”. The firm will also sponsor speakers to represent the company in clearly-defined instances, such as when a new product becomes available.


Via Pharma Guy, Philippe Marchal
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Pharma Guy's curator insight, July 5, 7:34 AM

Not that for ASCO, the virtual meeting was not available in the same market that the medical society draws upon for physical attendance. It remains to be seen if Len Starnes is right: that virtual attendees of medical conferences will soon outnumber physical attendees. For more on that, read “The Emerging Virtual Medical Conference: Opportunities for Pharma, HCPs and Patients”; http://bit.ly/pmn130502p 

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What does the sales rep of the future look like?

What does the sales rep of the future look like? | Pharma: Trends in e-detailing | Scoop.it
The next-gen sales rep won't be a robot. It'll be a human who understands data and knows how to do one important thing better than anything else.

Via Julie O'Donnell, Lionel Reichardt / le Pharmageek
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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 in e-detailing | Scoop.it
Read more about Sun Pharma takes mobile app route to raise disease awareness: Abhay Gandhi on Business Standard.
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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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New FDA draft guidance encourages medical device makers to share data with patients

New FDA draft guidance encourages medical device makers to share data with patients | Pharma: Trends in e-detailing | Scoop.it
In 2012 The Wall Street Journal published a story that quoted a big medical device company spokesperson explaining that they couldn't provide patients the medical device data gathered by implanted devices inside their own bodies because regulators would'nt allow it
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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 in e-detailing | 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.


Via Pharma Guy, Philippe Marchal
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The “selling” of digital marketing internally

The “selling” of digital marketing internally | Pharma: Trends in e-detailing | Scoop.it
KEY TAKEAWAY: How can we forecast digital spend for pharma when “digital” encompasses so many tactics and markets?
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Attention pharma: TV is dead

Attention pharma: TV is dead | Pharma: Trends in e-detailing | 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?
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US Physicians Want #Pharma Info, But would favour Email 

US Physicians Want #Pharma Info, But would favour Email  | Pharma: Trends in e-detailing | Scoop.it

In mms’ 2016 Physician Pharmaceutical Survey, doctors were asked specifically about their opinions and behaviors related to pharmaceutical marketing activities.


Via Pharma Guy, Olivier Delannoy, eMedToday
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Sean McGrath's curator insight, May 18, 3:21 AM
It would be interesting to see what kind of physicians these are. I suspect the more specialist, the more interested they are in reading the information. Some countries cannot send unsolicited emails therefore excluding the physician's first choice of communication. Not very customers focused!
Alexandre Gultzgoff's curator insight, May 19, 8:12 AM
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After two years, mHealth apps have evolved but majority are still lame

After two years, mHealth apps have evolved but majority are still lame | Pharma: Trends in e-detailing | Scoop.it
The consumer-focused mobile health apps report took note that 10 percent of apps can connect to a device or sensor, according to the IMS Institute for Healthcare Informatics

 

Two years after the IMS Institute for Healthcare Informatics published a snapshot of the mHealth market, the ratio of useful apps to worthless ones is as large as it was before, if not larger. That’s just one of the takeaways for readers of IMS Institute’s mHealth app report, Patient Adoption of mHealth.

Just 36 apps account for nearly half of all downloads and 40 percent of apps have fewer than 5,000 downloads. But it also showed that apps have gotten increasingly sophisticated and can deepen the level of interaction with users.

Of the 165,000 apps from the iOS and Android app stores that claim a connection with healthcare, IMS Institute focused on the ones with more than 1,000 user ratings — 67, 424 and found only only 26,864 consumer oriented health apps were applicable. Non English apps and apps not available to the general public were kicked to the curb.


Via Giuseppe Fattori
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Measurement and optimisation for digital marketing success in the pharmaceutical industry 

Measurement and optimisation for digital marketing success in the pharmaceutical industry  | Pharma: Trends in e-detailing | Scoop.it

In this article, Jiayi Chen explains why you need a measurement plan for your digital marketing efforts, and the key steps and common issues in developing a measurement framework for assessing digital marketing success.


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Mobile app allows GlaxoSmithKline to track patients in real-time arthritis study

Mobile app allows GlaxoSmithKline to track patients in real-time arthritis study | Pharma: Trends in e-detailing | Scoop.it
GlaxoSmithKline has become the first pharmaceuticals company to use a medical research app from Apple to study how disease affects patients in real time.
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Mobile Technology Increases Patient Engagement - PharmaVOICE

Mobile Technology Increases Patient Engagement - PharmaVOICE | Pharma: Trends in e-detailing | Scoop.it
The industry needs to act on the opportunity to be in the pockets of its consumers.
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Budget Allocations For Medical Marketing [CHART] - e-Strategy Trends

Budget Allocations For Medical Marketing [CHART] - e-Strategy Trends | Pharma: Trends in e-detailing | Scoop.it
Professionals meetings and conferences occupy the largest share (13.7%) of medical marketing budgets.
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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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How Big IT and Big Pharma are Partnering for Wearables Success

How Big IT and Big Pharma are Partnering for Wearables Success | Pharma: Trends in e-detailing | Scoop.it
How Big IT and Big Pharma are Partnering for Wearables Success
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Snapchat: A Social Media Platform Too Far for Pharma Marketing?

Snapchat: A Social Media Platform Too Far for Pharma Marketing? | Pharma: Trends in e-detailing | Scoop.it

Snapchat is a mobile messaging app, initially used to share photos (snaps) that ‘self-destructed’ seconds after they had been viewed. Now, increasingly focused on video and featuring text overlays, photo and geo filters and more emojis that you can imagine, messages sent directly still disappear on viewing, but users now have the option to curate ‘Stories’ where messages last for 24 hours.

 

The network is the fastest growing in social media’s short history, achieving more than 100 million daily users in just four years. And, despite Facebook and Google reportedly trying to buy it for between $3 and $4 billion, Snapchat it is still independent and now valued at $20 billion.

 

Demographics for the platform’s user base skew pretty young – 60 percent of US Snapchat users are under 25; 86 percent are under 35. And the fact that ‘old’ people like me never got Snapchat actually factors in its stellar success. In a survey run earlier this year for Variety magazine, 30 percent of respondents said one of the things they liked most about the social media network was that ‘My parents don’t use it’.

 

Combine the persistence of its messaging functionality, with incredible growth, an exclusive mobile focus, the increasing volume of video on the platform and engagement levels ‘to die for’, and Snapchat could become a very interesting place to be for Pharma marketers targeting younger patients.

 

Writing last year in Ad Age about opportunities for brands joining the platform, Victor Pineiro of the Big Spaceship agency highlighted Snapchat’s ability to deliver what he called ‘intimacy at scale, “Every time a user opens a snap, she has no idea who else – if anyone – is seeing it. It's a tiny, personal gift, even when broadcast to a huge audience.”

 

That intimacy is important to many patient communities. Michael Smith, Senior Digital Strategist at Palio+Ignite, has written, ‘there are certain communities within healthcare marketing that do not lend themselves well to public social media campaigns’. For these groups, he sees apps like Snapchat allowing marketers to develop a ‘social, but private relationship with their target audience without having to drive them to a branded platform’.

 

Of course any advice for Pharma to consider using a social media platform has to come with the usual advisories and warnings.

 

The 24-hour shelf life of Snapchat messages might heighten engagement as users log on to avoid FOMO (fear of missing out), but Pharmaguy suggests it might not be a ready answer for FOFDAR (fear of FDA regulations) even if it would be difficult for the FDA to document transgressions before offeding materials have disappeared.

 

The transience of Snapchat messaging probably doesn’t make it the best place for straight up drug promotions, but it may be effective in promoting educational events or directing people to more permanent sources of information like websites, or for ongoing patient support and adherence.

 

I find it fairly easy to imagine a teen diabetic subscribed to an information channel on their smartphone that sends daily treatment reminders and regularly share messages of support from within the patient community, healthcare professionals and even celebrity ambassadors… especially if they use that rainbow vomit filter.


Via Pharma Guy, Giuseppe Fattori
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Pharma Guy's curator insight, May 31, 1:47 PM

Snapchat taps into Pharma's FOFDAR (fear of FDA regulations). If the content disappears in 24 hours, the chances of the FDA seeing it and documenting violations is minimized. Of course, pharma companies must submit promotional material to FDA at the time of distribution, but by then the promotion is gone. I guess the FDA can use that submission as evidence to send enforcement letters. Still, it's only a slap on the wrist as was the case for Kim Kardashian's Instagram post."; http://sco.lt/6qD0yX

 

Meanwhile, Listen to this 3-minute audio snippet, Peter Houston, founder of Flipping Pages Media Ltd, discusses the pros and cons of Tumblr and whether it is possible for pharma marketers to get involved with Tumblr. Is it too Early? http://bit.ly/earlyTumblr 

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To Develop Useful Mobile Health Apps, Pharma Must Employ a Full-Time Team Approach

To Develop Useful Mobile Health Apps, Pharma Must Employ a Full-Time Team Approach | Pharma: Trends in e-detailing | Scoop.it

The dramatic speed of adoption of smartphones is making the fastest-growing marketing channel mobile; smart companies understand they need to be as mobile as their target audiences.

With mobiles apps, utility is king. Bearing in mind that only about 16% of people would try an app more than once, and up to 90% of downloaded apps are used only once then deleted, according to a study by Compuware, identifying users’ real requirements is key to the success of any mobile app.

Pharma can act strategically by creating apps that are centered on patients’ daily needs and integrating them into the broader health ecosystem.

To balance engagement and compliance, many pharma companies have launched non-promotional heath apps focusing on disease awareness and management.

This increasing adoption of mobile health apps presents a great opportunity for the pharma industry to truly empower patients and healthcare professionals, by providing apps that improve the ways they understand and manage disease.

For this shift to happen, new capabilities must be developed to unleash the potential of digital innovation in the healthcare industry.

Mohanad Fors, global director of Digital Marketing and Innovation, Novartis Ophthalmology Franchise, believes pharma is taking “powerful and serious strides” in digital innovation, especially mobile health apps. He sees two main areas where the industry can improve to achieve more success:

“In most cases, app development or production is done on a tactical level without an overarching strategic plan, which sometimes results in short-lived apps that do not achieve the desired success. Launching digital awareness and training programmes can help us build digital capabilities and embed the digital mind-set in the business.

“The second one, which I believe is more critical, is the need for dedicated teams working on the whole cycle of health apps creation, from idea to maintenance and follow up. If you look at any successful app on the market you will find a complete team working day and night on it to ensure user satisfaction and interest. This is slowly happening now as digital becomes a top priority on industry executives’ agendas.”


Via Pharma Guy, Giuseppe Fattori
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Pharma Guy's curator insight, June 6, 7:20 AM

Just one example of a pharma mobile app failure: “Another Useless #Pharma mHealth App. At Least J&J Didn't Waste Effort Re-Inventing It!”; http://sco.lt/8ZS5I1

 

Also read “The Sorry State of Pharma Mobile Health Apps & What To Do About It”; http://sco.lt/4n05wH

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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 in e-detailing | 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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US Physicians Want #Pharma Info, But would favour Email 

US Physicians Want #Pharma Info, But would favour Email  | Pharma: Trends in e-detailing | Scoop.it

In mms’ 2016 Physician Pharmaceutical Survey, doctors were asked specifically about their opinions and behaviors related to pharmaceutical marketing activities.


Via Pharma Guy, Olivier Delannoy, eMedToday
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Sean McGrath's curator insight, May 18, 3:21 AM
It would be interesting to see what kind of physicians these are. I suspect the more specialist, the more interested they are in reading the information. Some countries cannot send unsolicited emails therefore excluding the physician's first choice of communication. Not very customers focused!
Alexandre Gultzgoff's curator insight, May 19, 8:12 AM
Share your insight
Rescooped by eMedToday from Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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US Physicians Want #Pharma Info, But would favour Email 

US Physicians Want #Pharma Info, But would favour Email  | Pharma: Trends in e-detailing | Scoop.it

In mms’ 2016 Physician Pharmaceutical Survey, doctors were asked specifically about their opinions and behaviors related to pharmaceutical marketing activities.


Via Pharma Guy, Olivier Delannoy, eMedToday
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Sean McGrath's curator insight, May 18, 3:21 AM
It would be interesting to see what kind of physicians these are. I suspect the more specialist, the more interested they are in reading the information. Some countries cannot send unsolicited emails therefore excluding the physician's first choice of communication. Not very customers focused!
Alexandre Gultzgoff's curator insight, May 19, 8:12 AM
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Virtual Conferencing: A Roadmap for Pharma

A pragmatic Roadmap for the pharmaceutical and medtech industries to digitize their conference and events channels. Presentation is a follow-up to an earler de…

Via Lionel Reichardt / le Pharmageek, eMedToday, Olivier Delannoy
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