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5 reasons why patient engagement is critical for pharma

5 reasons why patient engagement is critical for pharma | Agence TROUBAT | Scoop.it

If your read my posts on a regular basis you will have already picked up that I think patient engagement – proper two-way dialogue and not just didactic communication – is critical for a successful pharmaceutical industry. So here are my top 5 reasons why patient engagement is critical for pharma.

1. Reputation

The products made by the pharmaceutical industry have saved millions and millions of lives and transformed length and quality of life all over the world. But health is a very emotive subject and any little misdemeanour, like inappropriate marketing, lack of transparency or excessive pricing causes a lot of negativity. It’s also an industry that is misunderstood, with complex science, product development and go-to-market processes. Doing the right things is therefore not enough to repair reputation – the industry must connect directly with patients to humanise itself and help people understand the reality of how it works. In doing so, least some of the conspiracy theories might disappear, helping to improve reputation.

2. Patient influence is increasing

In the digital and social media age, the healthcare conversation has been democratised and the relationship between healthcare providers and patients has shifted. Patients are no longer the passive recipients of information and advice on how to manage their condition – they are going into armed with information from Dr Google and ready to challenge the medical experts. For an industry that has always dealt with complex customer networks of direct prescribers and influencers, Patient Opinion Leaders have become as important as medical Key Opinion Leaders and they are found everywhere. So even in the majority of markets where direct-to-consumer prescription drug advertising is banned, engaging with patients on disease level issues leads to a more informed point of prescription conversations, with a direct benefit for pharma.

3. The rise of digital health

Whether it’s in the context of communication, tracking data or therapeutic intervention, digital now permeates the entire health ecosystem. In response, pharmaceutical companies are investing heavily in technology, seeking to enhance the potential for their medicines through beyond-the-pill initiatives. Take a look at the best technology companies and you quickly realise how close to the consumer they are – good user experience and user-led design are critical components of some of the most successful companies, like Apple and Uber. Conversely, many digital pharma initiatives fail because they are developed in isolation. Good beyond-the-pill digital interventions can only be realised through co-creation with the patient, which requires constant engagement.

4. Value replaces efficacy

New medicines are no longer judged on the basis of efficacy, safety and quality. Outcomes are the buzzword in health systems today – the ability for medicines to deliver a positive outcome for a patient at the right price to justify it. The problem for pharma with outcomes is that they are dependent on many more factors than the clinical profile of the drug itself, such as whether patients actually take medicines as instructed, how they interact with other medicines where patients have multiple disorders and broader lifestyle factors that influence their disease. Despite the plethora of big data now available, sometimes the only way to really understand these game-changing factors is by speaking to real patients, on a regular basis.

5. Clinical trials need to reflect the real world

Building on the above point, the drug development process in the pharmaceutical industry has not changed significantly in decades. Phase I, II and III human trials are carried out under very controlled circumstances with highly targeted groups of test subjects, neither of which is necessarily representative of patients in the real world (hence the term ‘clinical’). R&D still remains the most expensive and risky area for pharma, with the average drug now costing billions of dollars to get to market. Within an environment where the update of medicines is determined by the results they deliver in the real world and not the clinic, patient input into clinical trial design is critical and engaging with patients early could save significant time and money.

So there you have it – 5 very simple reasons why patient engagement is not just about PR but is now fundamental to the commercial success of pharma companies. Let me know if you think there are other reasons I missed!


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Health 2.0 / Social Media in Healthcare

Health 2.0 / Social Media in Healthcare | Agence TROUBAT | Scoop.it

What is Health 2.0?

The Journal of Medical Internet Research defines Health 2.0 as –

“the use of a specific set of Web tools (blogs, Podcasts, tagging, search, wikis, etc) by actors in health care including doctors, patients, and scientists, using principles of open source and generation of content by users, and the power of networks in order to personalize health care, collaborate, and promote health education.”

The “2.0” moniker in Health 2.0 is a play on Web 2.0 which refers to the second generation development of the Internet characterized by the change from static web pages to easily shareable, dynamic, user-generated content tools such as blogs, wikis, social networks, video-sharing sites, mashups, hosted services and web-based software applications.

In simple words, Health 2.0 can be defined as the use of web 2.0 or social media tools to promote collaboration between patients, their caregivers, medical professionals, and other stakeholders in healthcare in order to achieve better health outcomes.

How is Health 2.0 used in healthcare?

Social media changes the traditional one-to-one patient-doctor dialogue to one-to-many and many-to-many dialogues between doctors-patients, patients-patients and doctors-doctors at a phenomenal speed. This fundamental change in how people in the healthcare ecosystem interact with each other opens up the possibilities for many novel applications of social media in healthcare such as:

Patients and physicians interact via social media to promote awareness about diseases, precautions and other health-related information with each other.Consumers use social media to meet their health-related wants, needs and preferences.Online applications like WebMD offer platforms for both consumer and physician-moderated health-related conversations.Healthcare organizations use online communities for disease management. For example, Inspire.com offers patients 24/7 access to its peer communities.Clinical investigators and contract research organizations use online communities to recruit volunteers for clinical trials.Some sites allow patients to upload detailed information about their conditions through Personal Health Records and receive information from similar patients.Online applications are used in health professional trainings for collaboration to share cases and opinions.Public health and regulatory agencies use social media tools for public health campaigns and announcements.Web applications are used for treatment, physician and hospital selection and medical expense comparisons.

Current Market and Industry Trends

The Health 2.0 market is typically included in the Health IT market and hence no separate market estimations for the use of social media in healthcare exist. However, the use of social media in healthcare is rapidly increasing. Since the GCC has the highest smartphone penetration ratesamong high-use countries, the highest daily app use, and some of the highest rates of social media usage, Health 2.0 is being rapidly adopted in this region.

According to a Health Research Institute survey, 42% of consumers are using social media to access consumer reviews of treatments, physicians and hospitals. 25% have posted about their health status at least once and 20% have joined a health-related forum or community.

However, the most important takeaway is that more than 80% of consumers in the age group 18-24 are using social media to access and share health information and 40% of them say that social media strongly affects their healthcare-related decisions.

A Google/Complete Hospital study sheds more light on the impact of information technology in healthcare: 84% of patients used both online and offline sources for hospital research, 77% of patients used search prior to booking an appointment, 61% of prospective patients looked at 2+ hospital websites before converting, YouTube traffic to hospital sites has increased 119% YoY, 30% of patients who watched an online video booked an appointment, 1 out of 3 patients used mobile devices daily, and 44% of those researching on a mobile device booked an appointment.

Hospitals increasingly are using social networks for promotional purposes and to gauge consumer experiences with their organizations. More than 700 of the 5,000 U.S. hospitals have a social media and social networking presence to enhance their ability to market services and communicate with stakeholders.

Future trends in the use of social media in healthcare may include:

Healthcare professional societies may be replaced by online networks.Nonprofit foundations may use healthcare and recreational sites to educate their stakeholders and mobilize them for health-related campaigns.Public health organizations may use social networks to reach the public quickly and alert them about disease outbreaks, vaccination drives, quarantines, evacuations and policy debates.Hospitals may use social media to help patients understand their treatment options, engage in crisis management and get feedback.Pharmaceutical and biotechnology companies may mine physician data on physician networks.Medical companies may train physicians on their products using social networks.

Healthcare companies will increasingly take a more proactive approach to integrate social media information for use in customer interactions to meet their needs and deliver value. And those who hesitate to do so will experience a severe disadvantage in communicating the true value they deliver.


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CES: Les tendances de la e-santé à surveiller | FrenchWeb.fr

CES: Les tendances de la e-santé à surveiller | FrenchWeb.fr | Agence TROUBAT | Scoop.it

RT @S3Odeon: Avant le #CES2016, revenons sur les tendances en santé connectée de l'édition 2015 v/ @frenchweb
https://t.co/YKlJTyIGLB...

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WeLL: nouvelle ruche à projets e-santé · Regional-IT · Toute l'information sur les startups et les TICs en région Wallonie-Bruxelles

WeLL: nouvelle ruche à projets e-santé · Regional-IT · Toute l'information sur les startups et les TICs en région Wallonie-Bruxelles | Agence TROUBAT | Scoop.it
Toute l'information sur les startups et les TICs en région Wallonie-Bruxelles - Regional-IT
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L'expérience client métamorphose le marketing - Les Échos Business

L'expérience client métamorphose le marketing - Les Échos Business | Agence TROUBAT | Scoop.it
« Les directeurs marketing qui tireront leur épingle du jeu seront ceux qui auront la capacité de devenir maître de l’expérience client » ,...
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e-santé, m-santé, quantified self, télémédecine ⇒ les définitions - Qualitiso

e-santé, m-santé, quantified self, télémédecine ⇒ les définitions - Qualitiso | Agence TROUBAT | Scoop.it
Tour d'horizon de la santé connectée: de la e-santé au quantified self, du dispositif médical aux gadget. Définitions, explications et exemples.
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Comment les métiers du marketing digital vont évoluer - Frenchweb.fr

Comment les métiers du marketing digital vont évoluer - Frenchweb.fr | Agence TROUBAT | Scoop.it
A l'occasion des TechDays15', voici de quoi prendre de l'avance sur les compétences du futur et celles qui vont disparaître.
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L’Ordre recommande le remboursement des objets connectés dont les bénéfices sont reconnus | Le Quotidien du Medecin

L’Ordre recommande le remboursement des objets connectés dont les bénéfices sont reconnus | Le Quotidien du Medecin | Agence TROUBAT | Scoop.it
RT @Romain_Robert: L’Ordre recommande remboursement des objets connectés dont les bénéfices sont reconnus http://t.co/AVZgEwxjkD #hcsmeufr …
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Mastères spécialisés, une sélection : « e-santé » - Le Monde

Mastères spécialisés, une sélection : « e-santé » - Le Monde | Agence TROUBAT | Scoop.it
Proposé depuis la rentrée de 2014 par l’Ecole supé ...
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Les 4 postures-types des entreprises face à la digitalisation - Blog du Modérateur

Les 4 postures-types des entreprises face à la digitalisation - Blog du Modérateur | Agence TROUBAT | Scoop.it
Les technologies bouleversent le monde de l’entreprise, le travail des salariés, les méthodes de management et d’organisation. Face à ces mutations toutes les entreprises n’ont pas le même niveau de maturité.

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Bonnes résolutions : et si vous passiez au marketing “moderne” ? - Webmarketing & co'm

Bonnes résolutions : et si vous passiez au marketing “moderne” ? - Webmarketing & co'm | Agence TROUBAT | Scoop.it
Le marketing s’ouvre vers de nouveaux horizons avec le développement d’un marketing moderne, résolument digital et entrant en opposition avec le marketing traditionnellement sortant des pub tél
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Le plan européen e-santé 2012-2020 - Actualité de la fonction publique

Le plan européen e-santé 2012-2020 - Actualité de la fonction publique | Agence TROUBAT | Scoop.it
Succédant au plan 2004-2012, un nouveau plan d'actions pour le développement de la e-santé a été présenté début décembre par la Commission européenne.
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Pourquoi Google séduit-il autant de Big Pharmas?

Pourquoi Google séduit-il autant de Big Pharmas? | Agence TROUBAT | Scoop.it

Depuis 2014, plus des deux tiers des plus gros laboratoires pharmaceutiques du monde se sont associés au géant de la tech. Dernier en date, GSK, le numéro trois mondial, qui a annoncé lundi 1er août la création d'une joint-venture avec celui qui, depuis longtemps déjà, ne se contente plus de cartonner dans les services Internet.
Rares deviennent les big pharmas à ne pas intégrer Alphabet (Google) dans leur stratégie. Dernier en date à avoir franchi le pas, le Britannique GSK, qui a annoncé lundi 1er août la création d'une joint-venture avec Verily Life Sciences (anciennement Google Life science). L'objectif de la société pharmaceutique est de développer et commercialiser des solutions à base d'échanges d'impulsions électriques avec le système nerveux pour traiter certaines maladies chroniques, notamment l'arthrite, le diabète et l'asthme grâce à l'expertise de Verily dans la miniaturisation d'appareils électroniques, le développement d'outils et de logiciels pour des applications cliniques.


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Manuel GEA's comment, August 5, 11:55 PM
Je vous invite à lire mon post sur linkedin qui explique pourquoi rien n'est gagné car les bulles "numériques" sont sur le point d'exploser!!! Ou ont déjà explosées
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Social Media Marketing in Health care Industry

Social Media Marketing in Health care Industry | Agence TROUBAT | Scoop.it

Introduction

Social Media for Healthcare industry has never been so important than it has become in current scenario. Customers of Healthcare sector i.e. patients are going online and are in regular touch with each other. This makes imperative for healthcare professionals to connect via social web and show their presence to these conversations. In this industry face to face interaction between the patient and the doctor is considered imperative. Whole interaction is done as a real time physical setting. But in contrast to the traditional ways, new technologies have made it possible for the healthcare professionals to interact with the patients in a virtual world, where “e-doctors” provide solutions at a lower cost. For decades patients were generally the receivers of healthcare and had very little say in the process. But by harnessing the power of social media patients are now empowered to take role in their heath care and wellness. These typical “e-patients” have challenged the norms and wanted to be well versed with the procedure of their treatment. This may annoy many traditional physicians.

In response one can easily observe several healthcare portals coming up in the market. One of which is Healthcare Magic in India. It was started in 2008 to help patients find doctors in India, the UK and the US. The portal also facilitates the online communication between patients and doctors. So how does it earn revenue? Basically this portal is funded by the sponsorships and the advertisements. It also sells different membership plans to the patients for interaction with the doctors.

The reason behind the growing important for social media strategy and linking it to the business strategy is the rising volume of digital healthcare activity. While healthcare providers across Europe and US are adopting social media in a quick fashion but the providers in Asia-Pacific are still cautious about the social media bandwagon. Scope and Scale of new digital landscape could be described by following stats.

1. The time spent by physicians online is twice as they spent on print

2. Physicians are preferring online videos for professional purposed and cite Youtube over pharmaceutical company websites

3. A Recent study by Pew Research Center says that 1 in 3 American Adults have used the web to figure out the medical issue.

Benefits of Social Media

Social Media not only benefits the patients by being an always on support platform but also offers considerable advantages to the healthcare providers

Benefits for healthcare providers

    - Better collaboration between different physicians: Social media provides a platform for physicians from all over the world to share ideas and experiences with each other. This helps healthcare professionals to build a strong knowledge base and ensure better patient outcomes in real time. Best clinical practices are also adopted that deliver effective results. - Better reach to patients: With the social media, it has now become possible to reach the audience within seconds. An example that substantiates this point is that of the medical facilities provided during the time of Tsunami in Japan in 2011. Twitter acted as a life saver as doctors were regularly updating the chronically ill patients about the treatment locations. Centers for Disease Control and Prevention (CDC) used social media platforms to update the users about the H1N1 flu outbreak. - Reduction in Costs: Social Networking Platforms help healthcare providers to reduce the cost by involving in two way communication and by avoiding the costs of paper, telephone calls and different overheads. Department of Veterans Affairs’ Vista healthcare system enables all its doctors to have communication with the plan’s 3million members regarding the care. Use of Vista reduced the healthcare costs by 30%. The reason behind such a reduction was the continuous engagement of the members that helped them in avoiding unnecessary tests and procedures. - Launch of new services: Some healthcare providers are taking the route of social media tools such as blogs for the introduction of new services. This method helps in getting the feedback in real time and the users can easily share their views about the new service. The Holy Cross Hospital is doing the same. It is regularly using the social media i.e. different therapeutic blogs to make people aware about the new therapeutic methods. - Search for Talent: Several hospitals are now advertising openings in different domain via various social media. One such platform is the Linkedin. In a study conducted by AMN Healthcare, out of 1200 healthcare professionals that were surveyed 20% used social media website for their job search.

    Benefits for online patients

      - Interaction with other patients: Social media is not only used by different physicians but also by patients all over the globe to interact with other patients for making informed choices. Portals such as PatientslikeMe and iMedix are helping patients with similar health problems to connect to each to discuss about the condition and make informed choices regarding the doctors and the treatment. - Reduction in costs: Instead of paying huge amounts of money to visit the doctor, patients can now connect with them live via social media. - Better Self Monitoring: Social Media Website and portals such as WebMD provide different health tools such as Fit-O-Meter, Personal Diet Evaluator to help patients in monitoring their daily healthcare and exercise requirements. - Quick information on healthcare provider: Several health care portals such as ZocDoc and WebMD allow the patients to select doctors as per their specifications and also help in booking appointment. Also one can even rate his/her doctor on portals such as RateMyMD and DoctorScoreCard.

      Some Challenges

        - Although the usage of social media is rising but the concern is that still the presence of social media is not felt among the population segment that utilizes the health services to the most i.e. patients over 65 years of age and those with multiple chronic conditions. Also only 26% of all hospitals in the US participate in the social media. - Patient Privacy Violations: US Health Insurance Portability and Accountability Act (HIPAA) limits healthcare providers from revealing the information about their patients without taking the consent from them - Many healthcare providers engage third party to promote their services via social media. Thus increasing the probability of violating the laws. In US, Medicare and Medicaid Protection Act of 1987 penalise those healthcare providers who are using third party to generate referrals. - Demand-Supply Gap: Though patients are going online but still there is a dearth of online doctors. Not only there is shortage of time for the doctors but some even lack the knowledge of using social media so effectively. - Budget Constraints: For maintaining social media operations, a hospital requires a dedicate team. These sites should be strictly regulated and updated consistently. So not every healthcare provider in a society has enough budgets to dedicate for the same. - Inaccurate information: If social media is not handled by proper personnel then that can lead to a disaster. Misappropriate information about any disease can out somebody’s life in danger. In a study conducted by American Medical Informatics Association on 1o different diabetes related social networking sites, several of these websites were found to be culprit of spreading wrong information. The study was conducted at the Children’s Hospital Boston Informatics Program.

        In a nutshell it would be right to say that healthcare landscape has evolved and entered into the phase of Health 2.0. Patients have assumed the role of active participants and seek control of their own health. The advent of social media has made the treatment more patient-specific. As doctors are now engaging with informed patients so the time spent will be less and will ultimately lead to less cost.

        As with any other technology, social media also faces many challenges. But this could be minimised only if the healthcare providers become more responsible and adopt rational strategies. Even several regulatory agencies can pitch in to ensure the transparency and adequacy of the information being shared.

        Lastly the potential of social media in healthcare sector is still not explored in a developing country such as India. So if Indian Medical Association can leverage social media for treating such a large population then that will be a great achievement but only proper regulation is there!!!


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Le meilleur du digital santé de février 2015

Le meilleur du digital santé de février 2015 | Agence TROUBAT | Scoop.it
Découvrez les dernières nouveautés du digital santé francophone au cours du mois de février 2015. Vous pouvez également retrouver toute cette veille et plus encore sur mes différents scoop it ! : B...
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E-Santé : le point sur un domaine en ébullition | FFTELECOMS

E-Santé : le point sur un domaine en ébullition | FFTELECOMS | Agence TROUBAT | Scoop.it
#ESanté : le point sur un domaine en ébullition par @petit_web pour @FFTelecoms http://t.co/PGnGcZX6B1
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Transformation Digitale: quel rôle pour l'Inbound Marketing?

Transformation Digitale: quel rôle pour l'Inbound Marketing? | Agence TROUBAT | Scoop.it
Beaucoup d’entreprises se posent des questions sur leur Transition Numérique et les priorités dont il faut tenir compte pour assurer chaque étape dans le respect d’objectifs concrets. Il arrive un ...

Via Pim-Bim, créateur de contenus
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Le marketing est un apprentissage permanent - Clubic

Le marketing est un apprentissage permanent - Clubic | Agence TROUBAT | Scoop.it
Les personnes qui travaillent dans le marketing doivent apprendre constamment. Une attitude contrainte, selon l'IAB, par les manques dans les formations initiales proposées.
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Livre blanc santé connectée | Conseil National de l'Ordre des Médecins

Livre blanc santé connectée | Conseil National de l'Ordre des Médecins | Agence TROUBAT | Scoop.it
 
Le CNOM observe avec intérêt que le débat sur la santé connectée s’est ouvert à la CNIL, dans des cercles de réflexion consacrés au numérique, dans les institutions du monde de la santé et au sein même de la Commission européenne.
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Marketing digital: ce qui marche le mieux en 2015 - Frenchweb.fr

Marketing digital: ce qui marche le mieux en 2015 - Frenchweb.fr | Agence TROUBAT | Scoop.it
The Chat Shop propose une infographie récapitulant les principaux chiffres de son étude Managing Digital Marketing 2015 : What works best in digital marketing today. Parmi les infos clés : 40% de l
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Agence Régionale de la Santé : une campagne de sensibilisation qui fait réfléchir

Agence Régionale de la Santé : une campagne de sensibilisation qui fait réfléchir | Agence TROUBAT | Scoop.it
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Le nécessaire rapprochement du marketing et de la DSI - InformatiqueNews

Le nécessaire rapprochement du marketing et de la DSI - InformatiqueNews | Agence TROUBAT | Scoop.it
Le Gartner confirme que les DSI doivent développer des relations plus étroites avec les directions marketing. Dans la transformation numérique des entrepri
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Sanofi accélère dans l'e-santé - Les Échos

Sanofi accélère dans l'e-santé - Les Échos | Agence TROUBAT | Scoop.it
Sanofi a entamé le recrutement de 700 patients diabétiques pour tester une application leur permettant de calculer en temps réel leur dose...
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[FR] e-santé et création de données : les enjeux du big data [vidéo]

http://www.orange-business.com/fr/blogs/usages-dentreprise/e-sante/l-e-sante-face-au-big-data-hit Dans le domaine de la santé, de plus en plus de données son...

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