Jamais la notion d’« influenceur » n’aura autant agité et torturé les méninges des communicants et des marketeurs que depuis l’avènement des médias sociaux. Puisque les relais d’influence classique ont parfois du plomb dans l’aile ou souffrent d’une défiance record comme les journalistes au sein de l’opinion publique, les « influenceurs » sont vite apparus comme la panacée digitale pour redorer une réputation, promouvoir des actions, des produits ou des services ou encore recueillir des idées. Comment les marques et les entreprises s’y prennent-elles et atteignent-elles vraiment les bons objectifs ? C’est à ces questions que s’efforce de répondre la dernière étude de Cision, éditeur de logiciels de RP et d’influence, dévoilée le 12 avril dernier.
Aujourd’hui, la simple évocation du mot « influenceur » dans un pitch ou dans une reco ressemble à la quête effrénée du Saint Graal numérique. Dans ce vertigineux maelstrom de contenus en ligne, comment parvenir à frayer son chemin, comment dénicher ces nouveaux acteurs influents capables d’emporter avec eux l’adhésion de toute une communauté là où une bannière publicitaire se fait bloquer illico, un article de presse se voit suspecté de connivence ou un communiqué de presse est assimilé à de la langue de bois patenté. Qui est donc ce mystérieux individu connecté auquel on prête d’insondables vertus d’influence ? Cision, l’éditeur américain de solutions logicielles pour les professionnels de la communication, les RP et le marketing, s’est penché sur le sujet. Petite synthèse des enseignements à retenir … et de certaines confusions qui persistent !
Pfizer plans to test a combination of three novel cancer drugs in humans next year, as the US drugmaker seeks to make up lost ground in the race to develop a new generation of “immunotherapy” medicines that turn the body into a weapon against...
Via Herve Ansanay, Karetis
L’Agence nationale de sécurité du médicament et des produits de santé (ANSM) a publié mardi un nouveau rapport sur les médicaments biosimilaires. Ce rapport actualise celui publié en septembre 2013 avec de récentes données et des principes de bon usage s’appuyant sur une durée de suivi plus longue de ces médicaments en vie réelle.
[Note: "MCC" stands for "Medical Communications Company" - a commercial for-profit entity]
WebMD is the most popular source of health information in the US, and is likely to dominate your Google search results for almost any medical question you have. According to its editorial policy, WebMD promises to empower patients and health professionals with "objective, trustworthy, and accurate health information."
But is WebMD actually trustworthy?
The only high-quality study I could find that related to the question of WebMD's independence was published in JAMA in 2013. The researchers looked at which medical communication companies targeting doctors received the most money from 14 pharmaceutical and device companies. They found WebMD, along with its sister site Medscape, were the top recipients of industry dollars (see chart).
I asked James Yeh, a physician-researcher based at Brigham and Women's Hospital who has studied the influence of industry funding on medical information, what this reveals about the site. "This puts [WebMD] in a conflict of interest," he said. "Maybe they are trying to educate the clinician or the public, but at the same time there’s the marketing side: They are also trying to sell a drug."
But over the years, others have questioned — and found reason to critique — the site's cozy ties to drugmakers. In 2010, Sen. Chuck Grassley sent a letter to the site after finding that a WebMD quiz for depression, sponsored by pharmaceutical company Eli Lilly, was rigged to suggest everybody who took the test was at risk for major depression. Naturally, that would make them a potential candidate for antidepressants, conveniently manufactured by Eli Lilly.
KEY TAKEAWAY: While most pharma companies are staying on the sideline when it come to social media Takeda Oncology is using Twitter to raise awareness around Multiple Myeloma.
Via Michael Lucht - www.b-innovative.eu
This confirms what researchers have suspected with mounting evidence about harms caused by the virus.
Federal health officials confirmed Wednesday that the Zika virus causes a rare birth defect and other severe fetal abnormalities, marking a turning point in an epidemic that has spread to nearly 40 countries and territories in the Americas and elsewhere.
Scientists at the Centers for Disease Control and Prevention conducted a careful review of existing research and agreed that the evidence was conclusive, Director Thomas Frieden said. It is the first time a mosquito-borne virus has been linked to congenital brain defects.
"It is now clear, and CDC has concluded, that the virus causes microcephaly," Frieden said. CDC is launching more studies to determine whether children with that rare condition, which is characterized at birth by an abnormally small head, represent the "tip of the iceberg of what we could see in damaging effects on the brain and other developmental problems."
Orange Healthcare, entité dédiée à la stratégie santé du groupe Orange, concentre son expertise autour de trois domaines d’intervention : les services pour les professionnels de santé, les services de télésanté et les services de prévention. Orange Healthcare est un partenaire technologique privilégié du secteur de la santé, il contribue à moderniser les infrastructures de santé mais également les systèmes de soins dans leur ensemble, en équippant les établissements de santé en solutions de communication au niveau national et international. Hébergement et sécurisation des données informatisées des patients, meilleure gestion des matériels médicaux, amélioration de l’accueil des patients, perfectionnement du parcours patient et équipement multimédia, télésuivi des maladies chroniques, services de maintien à domicile, accompagnement de la perte d'autonomie, services de télémédecine sont autant de réponses qu’Orange Healthcare se propose d’apporter au monde médical à travers ses offres.
Pfizer is betting big on the Internet of Things, or IoT, in medicine – that is, the connectivity of physical objects like medical devices to collect and exchange data – to boost Parkinson’s R&D and ultimately, to better inform care for patients.
To make this nebulous idea a reality, the pharmaceutical company is partnering with computer titan IBM to develop a system of sensors, mobile devices and machines that could deliver real-time, around-the-clock disease symptom monitoring of Parkinson’s patients to clinicians and researchers.
Peter Bergethon, vice president and head of quantitative medicine at Pfizer, explained that Pfizer’s interest in an IoT it twofold: research and commercial. The company will first pilot the system in a clinical trial setting, and eventually, Pfizer wants to pursue a regulatory path for its IoT to market it to healthcare providers.
“We need to understand not just why we’re making someone symptomatically better, but we also need to identify earlier on who needs the drug and if we’ll be able to make a difference in the disease progression,” Bergethon said in an interview.
Pfizer is aiming to begin a clinical trial using the IoT in 2018 and enroll up to 200 research participants, both control subjects and those with Parkinson’s disease who are already taking existing therapies to manage their symptoms.
Bergethon explained that Pfizer chose to pilot this ambitious project in Parkinson’s patients because the disease requires frequent adjustment to medication depending on how the disease is progressing and how the patient is responding. The fact that the technology needed to measure motion in movement disorders already exists and is quite advanced was also a major factor.
Pfizer and IBM haven’t built its IoT prototype yet, and Bergethon told me he couldn’t yet divulge details on what it might physically look like. But he explained that the remote monitoring solution would be easy to use and noninvasive so that patients could use it at home in their daily lives without the help of a clinician or other aide. For example, patients might place a wearable sensor on their elbow or wrist. That sensor would be connected to other sensors, medical devices and applications through online computer networks.
That system will measure a range of health indicators, including motor function, dyskinesia, cognition, sleep and daily activities such as grooming, dressing and eating. By monitoring this data, clinicians ideally would be able to better understand the effect of a patient’s medication as the disease progresses, enabling them to adjust the patient’s treatment regimen as needed. In a research setting, data generated through the system could provide drug developers with real-world evidence needed to accelerate new and better therapies.
Currently, clinicians rely on getting these types of observations and changes in health from patient anecdotes during doctors’ visits. Needless to say, that information can be subjective and unreliable.
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