While social media has undoubtedly become an integral part of many people’s daily lives, the pharmaceutical industry is lagging when it comes to harnessing the potential power of Twitter and Instagram. Pharma marketers have historically been much more comfortable with the one-sided conversation of a direct-to-consumer (DTC) ad, but as the industry moves more and more towards patient-centricity, it is becoming necessary for drugmakers to increase engagement with their stakeholders.
If 2015 was the year of video marketing, 2016 is primed to be the year for smarter, integrated digital strategy. According to a Gartner survey, marketers no longer see digital as a distinct marketing discipline and marketers are moving to “digitally led business models.” In other words, brands are planning to increase their investment in digital commerce in an effort to make a clearer connection between digital marketing spend back and business revenue.
So what trends will drive digital marketing success in 2016? Brendan O’Kane, CEO and founder of digital marketing platform OtherLevels, points to convergence, “smarter” machine learning and a focus on developing high quality content as the engine behind digital marketing performance this year....
A new wave of wearable computing devices that detect and monitor serious diseases is moving from the laboratory to the market, potentially transforming the treatment of conditions ranging from epilepsy to diabetes and creating business opportunities estimated to be worth tens of billions of dollars.
Unlike popular fitness-tracking devices, such as Fitbit Inc's Fitbit and Jawbone's UP wristbands, these so-called medical-grade wearables require approval from the U.S. Food and Drug Administration - a rigorous regulatory hurdle that first-generation wearables sought to avoid.
The FDA is preparing for the coming onslaught.
Bakul Patel, FDA's associate director for digital health, told Reuters the agency is reviewing applications for three new senior health scientist positions focused on digital health.
Long criticized by some health-tech entrepreneurs as a barrier to innovation, the FDA is now seen as an important ally by companies eager to show that their devices can improve peoples' health - and eager to get heath insurers to cover them.
"Consumers, doctors, payers all want to know if a product provides a clinical benefit," said Julie Papanek of the venture capital firm Canaan Partners, who invests in wearables startups. "Working with the FDA is the one way to get the ability to market that benefit."
A key driver in the new wearables wave is the push for so-called value-based healthcare that is part of the Affordable Care Act. The law gives doctors and hospitals financial incentives for keeping large groups of patients healthy.
Under the old fee-for-service model, hospitals got paid when patients were hospitalized, noted Jody Ranck, a Washington, D.C.-based healthcare consultant. "Now, you can lose money," he said. Instead, healthcare providers are now eager to collect the data that can help keep people out of the hospital - especially those with chronic diseases. "These wearables are just tools to get the health data," said Ranck.
An avalanche of studies - many of them taking advantage of new data-gathering platforms such as Apple Inc's HealthKit, Google's Google Fit and Samsung's SAMI - are under way on a number of chronic diseases, especially in the area of diabetes. "We're going to see a lot of devices over the next couple of years for every chronic condition of mankind that are FDA-regulated because they all involve a treatment loop," Scripps' Topol said.
One of the biggest ways the changing digital health landscape will affect the pharma industry is that pharma companies increasingly stand to lose control over their own stories, according to a new report from McKinsey & Company, who spoke to 20 thought leaders in various pharma-adjacent sectors.
Over the last several years at Emergence Capital we have seen an exciting new set of companies emerge that offer cloud solutions within a specific industry vertical — collectively known as “industry cloud” companies.
De plus en plus plébiscité par les professionnels de santé et les patients, le numérique gagne du terrain dans le domaine médical. Une tendance encouragée par les pouvoirs publics car synonyme de meilleurs soins et d'économies.
Merck Sharp & Dohme (MSD) has joined forces with Spanish telecoms company Telefonica to launch a new healthcare accelerator fund.
Velocity Health will be the UK's first digital preventative healthcare accelerator and sees the pharma company collaborate with Telefonica's Wayra Open Future start-up programme.
MSD's managing director Mike Nally said: “Technology is revolutionising how we manage healthcare and the UK can be at the heart of it. Digital start-ups are at the forefront of this innovation.
“As a healthcare company with a long legacy of investing in innovation and R&D, we want to actively invest in these types of businesses and harness the amazing talent that is emerging so that we become equally good at 'recognising and preventing' disease as 'diagnosing and treating' to help reduce demand for expensive acute services and capacity in the long term.”
Les salariés assurés dans le cadre de leur entreprise se voient désormais souvent offrir des services à distance grâce à leurs complémentaires santé. CNP Assurances vient à son tour d'annoncer le lancement d‘une plateforme pour ses clients.
Ils ont déjà fait leurs preuves dans l'analyse des tests sanguins et sont de plus en plus expérimentés dans les salles d’opération. Les robots peuvent-ils, à terme, remplacer les médecins en proposant leur propre diagnostic ? The Conversation s’est posé la question.
According to Richie Etwaru, chief digital officer at IMS Health, "by listening to customers, and working to understand the good, bad and ugly parts of the patient experience, life-sciences companies can become patient-centric and move from “dislike” to “like.” Only then will they buy more of our products and services."
He also says: "For life-sciences companies to truly understand the patient experience, we need to study it so carefully that we figure out what isn't working and find a way to fix it. How? Technology can help. Technology today enables companies to listen to the sentiments of the marketplace, understand what people like and dislike and determine why they prefer one brand over another."
All in all this year's CES event, like last year's, had no big breakout digital health announcements. Many companies did announce news, however, and many of those releases were updates from launches the year before. Below is a roundup of digital health news coming out of CES 2016. Be sure to read our CES 2016 health device roundup (if you haven't already) for a comprehensive list of device unveilings at the event -- we recapped a only a few of the bigger device launches in the summaries below.
A new study released by mobile engagement provider Mobiquityexposes the “gap between patients’ demand for taking control of their own health and the accessibility or availability of digital and mobile tools when it comes to the management of chronic health conditions.”
The study revealed that one third of patients with chronic diseases don’t currently use mobile apps to manage their conditions, but would like to start.
In fact, the report summary notes, one in four respondents feel that “wearable devices are the way of the future.”
Interestingly, almost 50 percent of patients believe they should bring information/digital tools to their doctor – rather than the other way around – reinforcing their desire to be actively involved in managing their health rather than trust their doctors to exclusively manage it.
When asked about the most challenging aspects of managing their conditions, 26 percent of respondents agree that finding direct means of communicating with health professionals presents the biggest hurdle. Other top challenges include:
Monitoring changes in health (25%)Remembering to take medication (20%)Keeping up to date with medical advancements, treatments, etc. (18%)
“It’s clear the potential for digital solutions is vast: 40 percent of respondents feel mobile tools play an important role in overall healthcare,” the report summary reads.
Law firm Osborne Clarke has called on regulators to rethink the implication of the future European General Data Protection Regulation on health informationA law firm has called on EU regulators to rethink the impact of the forthcoming European General Data Protection Regulation (GDPR) on data generated by health trackers and other wearables, including the Apple Watch, Fitbit and Garmin fitness bands.
For the 2.5 million people living with epilepsy in the United States, medications can help control their seizures — most of the time. But some suffer unpleasant side effects from the drugs. And a few remain at risk of death.Researchers at the Johns Hopkins University hope to help those with the neurological condition by collecting information about their seizures through their watches, specifically their Apple Watches.
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