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Ipad the first step to personalised communication?

Ipad the first step to personalised communication? | DigiPharma | Scoop.it

Ever since the ipad first appeared on the market, it has enchanted pharma. In particular, the sales force has embraced ipad as a means to engage the customers in sales calls. As an ex pharma rep and sales manager my first experience of detailing was a painful experience. The laptop took a good 5 minutes to start, battery life meant it would just about last 2 calls and the only value add to the interaction was a few KOL videos. Is an ipad sales aid just about the user experience or should it be much more?

Don’t get me wrong creating the right impression with the customer is critical for engagement, and in that respect the ipad can deliver a wonderful end product. Rather than carrying a few clinical papers a rep can carry a complete library and KOL opinion videos on each paper. As a business tool for a representative, the ipad really provides value to pharma.

The real difference detailing electronically lies with data and how it can be used to improve communication in all channels. Firstly incorporating data from CRM can allow customisation of the sales aid to give a personalised “story” that can really engage the customer. How a healthcare professional interacts with the sales aid can help profile their interests, behaviours, drivers, influence and influencers. Capturing this information can help reform your pharmaceutical marketing. Use of behaviour profiling offers pharma an opportunity to personalise communication in any channel. At the heart of behavioural profiling and multichannel marketing is CRM (now this should include a social element).

Through the use feedback loops from all communication channels customer profiling can be refined to improve the effectiveness of personalised messaging. The traditional barrier to personalised messaging is a lack of investment in systems and processes to enable effective message delivery. Pharma on the whole tends to use traditional models in relation to messaging which is normally developed using a combination of market research of target groups/segments, lists and “off the shelf” data, ending up with a series of key messages that if repeated 5 times will change that group’s behaviour. With the evolution of data management, your company can gain true personalised understanding of your customer rather than relying on a “one size fits” all approach to marketing. With the right delivery systems/channels personalised communication that can really engage and change customer behaviours.

Any pharmaceutical marketer needs to ask the question, how would you react if a sales person tried to sell you something while completely ignoring your questions and what you said? Loss of engagement reduces the likelihood of buying. If it is unacceptable for you, why should it be acceptable for your customers?

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Examining the Social Media Lifecycle [Infographic] | CMO.com

Examining the Social Media Lifecycle [Infographic] | CMO.com | DigiPharma | Scoop.it

In search of the elusive social media ROI, brands are doubling down on metrics around engagement, influence, or monitoring. ROI in most marketing is difficult to pin point. Collecting data on campaign interaction is vital to giving you further insights into your customer.

Achieving maximum customer engagement is vital to the success of your brand as engaged customers buy. Whether you look at standard Engagement or Passive Engagement, http://bit.ly/ziIXaF then you should at least review your brands impact within social media. Auditing your brand footprint and comparing it to that of your customers, provides a clear first step in identifying the best strategies. All too often this step is missed by companies, as their brands leap towards the “next big thing”. In companies that are risk averse when it comes to social media, then such an evaluation provides the right evidence to sway internal decisions.

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Engaging content to get across your marketing message

How does your brand get its messages to its customers? The first question you should ask is “how does my customer want to receive information?” With the public being information rich, the way we consume data has changed. What do I mean? Consider how you read a newspaper. Do you read it front to back, back to front? Do you skip the gossip column or scan to look for transfer gossip from your favourite football team. Do read each column in detail? The majority of people now scan headlines and pictures and read further it this grabs their attention. Making the right first impression has never been so important.

Marketers should think seriously before pushing out product messages. People think visually and as a result infographics have become the norm. Rather than trying to consume information from an article it helps the customer to absorb data by presenting it in a user friendly way.

Another example is video (click on the headline for a great example). Health information has traditionally been presented in a boring and clinical way. Perhaps it is time to think differently, creating visual versions of marketing material. Creating a buzz for your brand is all about creating content people will want to share. So if you’re a marketer wanting to get your messages notices, think visual.

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125% increase in access to health info via mobiles

125% increase in access to health info via mobiles | DigiPharma | Scoop.it

2011 saw many changes online. One of the biggest 2011trends has been the rise of the smart phone, which has now overtaken PC sales and this trend looks to continue. A smart phone means that people are permanently connect to the internet and this means constant access to information.

Ask any question to a smart phone user and they will move straight to their mobile and give you an answer within seconds. This desire for instant information is also true for health information and 2011 saw a 125% increase in activity. Comscore estimate that that equates to 16.9 million people in the US using their mobiles to access medical information.

With access to health information, health awareness is on the rise, providing an opportunity for pharmaceutical brands. The demand for information creates an opportunity to support and engage with patients. Concordance programmes to help patients stay on therapy (leading to better patient outcomes, overall reduced healthcare costs and increased product sales) are often supported by patient education. The internet means that patient disease awareness is increasing and there is a need for high quality information. This data shows that when considering any patient engagement programme pharma should not only consider websites but providing information in a mobile friendly format.

Click on the headline for the full article

 

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Increasing your online influence a new senior exec must have

Increasing your online influence a new senior exec must have | DigiPharma | Scoop.it

The rise of online communication has shifted the dynamics of “thought leadership”. At one time thought leadership and creating a personal brand meant speaking at congress, writing industry journal articles or writing books, now creating an online presence is becoming a vital tool for any expert or senior manager.

Getting your thoughts noticed by the media is easier than ever if you can only tap into how they engage via social media. Journalist hungry for scoops scan social media for interesting opinions, conversations and stories. The modern customer does not want to hear press releases, they want to converse with your brand/company and this is best done through individuals. Developing your own personal influence and that of your key opinion leaders could be the best investment you ever make. Having completed a few digital capability scans of blue chip companies, it clearly shows that senior management generally have largest skill gaps when it comes to social media and in particularly how they can use it to develop their personal brand.

The impact of social media coaching can have on an organisation can be quite profound. Following a training course last week, a pharmaceutical executive commented, “I knew that social media is popular but I didn’t understand how vital a skill it is for any aspiring leader”. With online communications continually evolving, senior executives are now looking forward to digital mentors to help keep them ahead of the curve.

What is it that separates people with strong online influence from people and organizations that have less of it? For anyone who needs to improve their online status the Forbes linked (to read Forbes article by clicking on the headline to find out more) is a good start. But if you want to take social media seriously then understanding your individual, team and KOL capabilities is the first step, then you can understand the interventions needed to ensure success.

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Online monitoring and pharma: infographic

Online monitoring and pharma: infographic | DigiPharma | Scoop.it

88% of US businesses are now actively monitoring online feedback and conversations online, according to a Forrester Consulting survey released today (click on headline for full article).

 

If monitoring audiences online is common practice in most industries why is not standard practice for pharma brands? Pharma brands traditionally aggregate a wealth of data on its customers (from market research, customer lists and sales data), but should it pay more attention to online information? For any marketer understanding the sentiment, conversational language and influencer of your brand is vital to help shape marketing and communication plans. Traditionally monitored by expensive market research online monitoring can provide a more cost effective alternative. This data provides an opportunity to provide better communication and engage for a brand in any communication channel.

 

The rise of social media has meant that any issue can be amplified to become a full on crisis, which could have dramatic implications on any brand or company. As part of any crisis management strategy for any large organisation social media monitoring is slowly becoming a “must have” rather than a nice to have. With healthcare being a highly emotive topic, pharma brands should aware of potential online issues and create strategies to reduce risk.

 

Online monitoring while overlooked by many pharma brands or viewed as a one off exercise should be taken more seriously. The digital footprints left behind by online conversation and interactions can be a valuable resource to improve marketing effectiveness.

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Big data improving pharma communications

Big data improving pharma communications | DigiPharma | Scoop.it

Big data will become a key basis of competition, underpinning new waves of productivity growth, innovation, and consumer surplus—as long as the right policies and enablers are in place (click on the title link for more information).

 

Traditional pharma has been data rich but has not fully acted on the insights it brings. Can pharma learn from other sector especially if it wants to move to a more customer centric model? Firstly, it needs to look at its data systems in particular its CRM. Pharma CRM is all too often primarily a sales force management tool rather than a means to improve customer communications in every channel. With the rise of digital communications (from rep ipad sales aid to social media), so much more data can be collected to give extremely detailed profiles of customers including interested, influence, influencers and drivers for behavioural change. What this offers pharma marketing teams is highly personalised communication opportunities rather than the one size fits all approach.

 

Amazon is a perfect example of understanding its customers and personalised communication.If you are stuck trying to find your partners ideal birthday present, just try logging in as them on Amazon and look at what it recommends (if you get nothing out of this article then this is an extremely useful top tip for solving present buying). By understanding your behaviour and comparing to other users allows, Amazon can recommend things that you may want, which improves your experience but also boosts Amazon’s sales.

 

Creating useful data sets for pharma is the first challenge and this should start by looking at the customer not your brand. What are the factors that will change your customer behaviour? What and who influences your customers? Understanding this can help your business shape data markers for you customers. Once you have this information on a customer-by-customer basis, pharma needs to look at its communication tools so it can effectively deliver a personalised messages. By ensuring that data is collected in a feedback loop, marketing communications can be constantly refined giving you further insights into your customers and the market. More effective communication and engagement as Amazon has shown us can only have a positive impact on sales.

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Why your pharma brand doesn’t need a digital strategy in 2012

Why your pharma brand doesn’t need a digital strategy in 2012 | DigiPharma | Scoop.it

Click on the link for Kays great view on digital strategy. 

 

 

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Twitter Marketing Tips: 4 B2C Examples

Twitter Marketing Tips: 4 B2C Examples | DigiPharma | Scoop.it

If you are a B2C company, interaction on a social platform like Twitter can increase engagement and even sales if executed properly.Click on the headline to view the link.

 

Pharma brands and companies are starting to dip their toes in the water when it comes to twitter. Nervous of online discussion in social media, pharma tends to be used as a broadcast channel rather than what it was designed for, and ultimately missing the opportunity to engage. Given the huge resources pharma allocates by trying to access and eventually engage with customers through tradition means (sales force being generally the largest marketing expense), a what point does it fully open its eyes to the resources that are out there.

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Healthy New Year Video Challenge

Healthy New Year Video Challenge | DigiPharma | Scoop.it

Happy New Year! Share a New Year's resolution to improve your health or the health of a loved one, and show how you'll use technology to accomplish your goal.

 

Making positive health change through social media the article suggest, is starting to take off through the power of gamification. Rather than looking towards the gaming industry to change health behaviours, perhaps we should look back at behavioural economics and psychology first. If you’re trying to influence people to change behaviour, then understanding the psychology of decisions and what incentives result in change could be the perfect starting point in designing any programme/app.

With gamification tipped to be a major growth area in 2012, pharma brands have a huge opportunity to deliver new and interesting approaches to concordance and disease information campaigns.

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ePharma Rx: My Pollyanna View of Recent FDA Guidance

ePharma Rx: My Pollyanna View of Recent FDA Guidance | DigiPharma | Scoop.it

A great view on the recent FDA guidelines

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Are pharma apps medical devices? - FEATURE - articles - Pharmaceutical Industry - PMLiVE

Are pharma apps medical devices? - FEATURE - articles - Pharmaceutical Industry - PMLiVE | DigiPharma | Scoop.it

Pharmaceutical Industry | FEATURE | | Are pharma apps medical devices?

Has creating an app just become a little more complicated to pharma brands? Probably... but what is the knock on implications? Will pharma move clear of certain types of apps? Will web apps and websites that "help with diagnosis" also fall under the same scrutiny?

Pharma traditionally conservative in marketing practices might just get a little more reserved.

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Você twitta em português? Do you tweet in Portuguese? | whydot pharma

Você twitta em português? Do you tweet in Portuguese? | whydot pharma | DigiPharma | Scoop.it

Great article by Silja @whydotpharma

 

Many pharma companies have started to be more active on twitter to push out content to it's audiences. A one size fits all approach seriously needs to be reviewed. Language is only just the tip of the iceberg. Take for example China, looking at the data some marketeers think that a limited use of facebook and twitter means that the local population might not be that social. The reality is different, facebook has just 1% of the users the market leader has (but still more users than some smaller European countries). Have you heard of renren? Are you ofay with sina weibo? Social media strategies should be about localisation of message to fully engage with their local audiences.

 

https://www.gplus.com/_Media/SocialMediaRevolution-L_3073.png

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Applying gamification to your brand

Applying gamification to your brand | DigiPharma | Scoop.it
With gamification being a hot topic for digital marketing in 2012, have you considered why your brand should participate? Gamification can have two main benefits for your brand:

 

1. Awareness

2. Behavioural change

 

Let me explain these two in more detail. Firstly brand awareness forms the basis of most marketing activities and should not be overlooked as an endpoint in itself. If done rightly gamification can capture the interest of your customers, generating a connection with your brand. Adding in a social aspect, competition vs friends/peers the experience can generate a buzz and go viral. This spreads brand awareness in a cost effective manner. For some brands, awareness campaigns are not just about “brand awareness” but may be about a specific issue for example in the pharmaceutical industry “disease awareness”, where the aim may be to increase awareness of a disease and its underlying risk factors. Gamification provides an opportunity to amplify awareness and also put it into context with your company’s products and services;. A neat example of this can be seen on the IBM website “Cityone”:

 

http://www-01.ibm.com/software/solutions/soa/innov8/cityone/index.jsp

 

By highlighting, various issues, IBM successfully create an engaging experience that shows the companies consultancy expertise.

 

 

The second aspect of gamification is behavioural change. Behavioural change can occur through increase awareness of an issue alone, but by letting the customer experience the desired behaviours and the resulting outcomes this can result in long lasting behavioural change. Experience based learning isn’t a new concept as teacher have been using this as an educational method to enrich pupil enjoyment of a subject for many years. The real outcome of experience-based learning is increased engagement and recall of the subject matter. As a marketer increased engagement and recall is typically the desire objectives of the majority of your campaigns.

 

The pharmaceutical industry currently spends more educating its customers than in any other industry. Having viewed many medical education programmes from various pharmaceutical companies, they are generally delivered in a traditional un-engaging style. Gamification may provide an alternative with real impact. Achieving behavioural change in through gamification requires careful planning. Understanding what current customer behaviours are provides a good starting point, and after comparing these with “desired” behaviours this can form the basis of planning and design.

 

How do we achieve behavioural change? Planning behavioural change you should consider the following; behaviour economics (incentives of change), behavioural psychology (the psychology behind our behaviours) and change management theory (the processes for change). I’ll be addressing each of these subjects in more detail in further articles on my blog http://www.scoop.it/t/behaviour-marketing/

 

The big question that needs asking is what are the key factors that make gamification work? Gabe Zichermann’s article (click on headline for full article) looks at 3 main factors. These are the 3 F’s (Friends, Feedback and Fun):

 

Friends: Friends make up the social context for our gamified system. Today, incorporating and leveraging the power of the social graph is relatively trivial – but creating meaningful interactions that feed a game-like system is not. Users want the opportunity to engage with and make new friends in almost every context, and bringing sociability to a gamified experience serves all player types. Even in the evolution of the leaderboard (nominally an achiever-killer mechanic), we can see the power of socializing to change behavior: today’s leaderboards often present users as compared to their social graph. The addition of team play, collaboration/cooperation and altruism only serve to enhance the power of friends in gamified systems. Unexpected/non-traditional socializing – such as that found in Turntable.fm or Zamzee – also helps drive new behaviours.

 

Feedback: Feedback is the process of giving users information on how they’re doing. This feedback is almost always designed as part of the gamified system you’ve built, but ideally should speak to their larger-scale journey to mastery. That is – good feedback will help the user see themselves as part of a bigger picture struggle/effort to get where they want to go. Feedback mechanisms can take many forms, including the display of points, a progress bar, popup notifications, etc – but they all have something in common: they break a long term system into small, generally positive messages that reinforce the user’s sense of progress. In some cases, the application of progress mechanics is so revolutionary that it accounts for a disproportionate amount of the initial impact of gamification (e.g. in Enterprise settings).

 

Fun: Fun, lastly, is the most elusive of the three Fs. It means vastly different things to different people, and only works as an objective if we can segment our audience and understand their needs/desires. While many designers, authors and philosophers have weighed in on the value and meaning of fun, a gamification designer needs to principally consider two elements: how we add delight (and possibly levity) to everyday life, and how we facilitate discovery and progress across the long-arc of a user-centric system. Put another way, our designs balance a bit of unexpected delight (can I get an “amen”?) with long-term, results-oriented fun e.g. the excitement of completion, discovery, mastery. This is especially important when we explain the need for “fun” to partners or superiors in serious contexts: it need not always be trivial or lightweight. Much of what makes something fun is quite intense, although people generally gravitate to sunshine over darkness.

Many experts are predicting 2012 to be the year that gamification is taken seriously by brands, perhaps it is time your company takes seriously the benefits it can offer.

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Understanding Social: An Infographic of a New Business Idea - Forbes

Understanding Social: An Infographic of a New Business Idea - Forbes | DigiPharma | Scoop.it

Social business is a loaded term, and an increasingly popular one. Do you really know what it means? Do you know where the core value of a social business lies? This infographic will help.

2012 touted by many as the year of social business, but can it really have an impact your business. So where should you start? It should start with a review of people, systems and processes in all parts of your organisation to identify areas where social tools can add value or reduce costs. Understanding how different elements of your business fit together and where they collaborate should also be evaluated (even if it is not currently applied). Understanding how your business interacts with its customers, reviewing how these interactions can be enhanced via social media should also be monitored.

The biggest question I am asked regarding social business is “can it really be applied to my industry?” Even in the most tightly regulated industry, social business has the potential to improve effectiveness and reduce costs. Social business is all about optimising your company through social and therefore first take a deep look at yourself (with or without help) and then move forward.

Is everyone doing it? You may think the grass is greener on the other side, but if you take the time to water your own grass, it can be just as green.

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Digital healthcare marketing trends to watch out for in 2012 - Features - Communiquélive

Digital healthcare marketing trends to watch out for in 2012 - Features - Communiquélive | DigiPharma | Scoop.it
Digital healthcare marketing trends to watch out for in 2012 | Features Article | Alastair McQueen, Senior Copywriter at eBee, explores the five hottest trends we’re likely to see in digital healthcare communications in 2012 | Communiquélive...
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How can pharma tap into Social Media Buzz?

How can pharma tap into Social Media Buzz? | DigiPharma | Scoop.it
Social media is a window to how consumers co-create or re-create a general perception of a brand. It is a rich data mine of insights which when put together like puzzle pieces reveals unlimited possibilities. The social media buzz provides an opportunity your brand and company to engage and drive performance, whether you like it or not social media has an impact.

Embracing the social into your business practices can make a dramatic impact on cost effectiveness. If you have not considered how social business can change your organisation then a good place to start it to look at how to tap into the social buzz surrounding your brand and company.

By listening to social buzz your brand/company a can achieve true insight into your customers, which in turn can help improve your marketing. Understanding customer behaviours used to be the realm of traditional market research and focus groups but with the empowered customer, you only have to listen and monitor their online activities.

How does this translate for pharma? Monitoring social buzz around your brand/company can help you profile and understand your customers better. What are their wants and needs? Who and what influences them? What do they talk about, where and how often? What language style do they communicate? Tracking these questions and more from your customers’ online footprint can give your brand the competitive advantage for your communication strategies in any channel. Better communication and engagement = better sales, isn’t it time you looked more closely at online conversations and embrace the insights it brings.
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Self diagnosis at your fingertips

Self diagnosis at your fingertips | DigiPharma | Scoop.it

What will the future of medicine bring? Tiny body monitors, large patient databases and the end of illness, says David B. Agus (Click on the title for full article).

 

Welcome to the future, a combination of personalised health monitoring via everyday objects such as your mobile phone or even the clothes you wear. Tracking your vital signs and constantly monitoring for different conditions this could have dramatic impact on pharma. Patient screening programmes have been part of many pharmaceutical brand plans for years. Identifying patients earlier not only helps the patient, it reduces the longer-term treatment costs to health providers and increase drug sales. This technical provides a “win/win/win” scenario and hence pharma and healthcare providers alike are interested in introducing such schemes. The increase in technology has the potential to move the screening away from the health provider over to the patient.

The increase in medical monitoring apps will increase awareness of disease and healthcare, creating a need for information. A patients first point of call currently is online, but if the future is increase disease awareness people won’t be content with the quality of some of the patient education resources available. This technology shift is not being driven by pharma, but it does provide an opportunity for any pharma brand marketer. By improving online resources to patients will only drive patients towards consultation and therefore an increase in product prescribing. Pharma also has an opportunity to collaborate with app developers to ensure that patients are pushed towards these trusted resources.

A note of caution: At what point do these apps become diagnosis tools, therefore a medical device? If so creating these apps add an extra depth to any approval process and may need to be register by FDA and apply for CE marking.

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Implementing social into business: 101 Examples of Social Business ROI

Implementing social into business: 101 Examples of Social Business ROI | DigiPharma | Scoop.it

Here are 101 examples of social business return on investment, roughly 60% revenue generation and 40% cost reduction (click on title for full article).

Many companies are unsure of the ROI that can be achieved through “social” (particularly true in pharma). Marketing is only the tip of the iceberg when it comes to the advantages that social can bring to business but it’s the logical place to start. The list provide an excellent illustration how companies are tapping into the power of social to achieve commercial gain.

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Social business the future for pharma?

Social business the future for pharma? | DigiPharma | Scoop.it

A $10m (£6.5m) prize will be awarded to whoever can create a Star Trek-like hand-held medical diagnosis device (see full story by clicking on headline).

 

Let us look at this prize from a marketing and PR perspective, in particular for Qualcomm what will the get for their £6.5m. Already Qualcomm has created a news and social buzz increasing corporate awareness (at little cost), and with luck they might develop a new product for the prize money. More than just a clever PR exercise for £6.5m crowdsourcing a product is extremely cost effective.

 

In recent months the GCHQ “Can you crack it” challenge boosted the organisations profile globally and proved to be an effective recruitment exercise. Yes again more than a PR opportunity but an example of how a social can be used by a company’s HR function.

 

With pharma companies looking to reduced costs, is “social business” the future? Social business offer pharma new thinking and new opportunity to improve the cost effectiveness of business processes throughout its functions, so something that pharma should seriously consider.

 

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Health apps, devices generated $718M in 2011 | mobihealthnews

Health apps, devices generated $718M in 2011 | mobihealthnews | DigiPharma | Scoop.it

Health apps have seen a huge growth in 2011, reaching revenues of 7 times the 2010 figure (click on headline for further information). These figures being “paid for apps” would exclude the relatively small proportion of pharma apps. What does that tell us and can we learn?

 

Firstly, people are using their mobiles extremely actively for health issues and it indicate a demand for more effective apps for people to manage their health. With the rise of smart phone sales (now out selling PC sales), it means that the public are looking for information on the move. People want and can find information instantly (just ask any pub quiz team member), so mobile provides an opportunity push information out to your audience.

 

Secondly, pharma has an opportunity to use mobile apps as a channel to customers. Gathering information/data from usage and pushing out information. All this can help pharma understand its customers better and refine future communications. A mobile app does not have to be just gimmick; it can add real value to healthcare professionals and patients.

 

Finally just note of caution. If an app helps with the diagnosis and treatment of patients, at what point does it become a “medical device”? A hot topic amongst healthcare companies and one that needs to thought before any mobile app design.

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How social media is changing health care | Articles

How social media is changing health care | Articles | DigiPharma | Scoop.it

Now, more than 66 percent of people look online for specific information about a disease or medical problem (see infographic link about)

 

Figures released in the Edelman Health Barometer data shows that online information is not only their first point of call (even before a physician consultation) but also patient are more likely to return online post consultation to look for further information. Access to information on medication and disease management is considered a “right” by the public, especially as they have become accustomed to open and free access to online information and news via the web in other areas of their life. With various global regulations restricting direct to patient communication for pharma companies (excluding from patients in the US and NZ), which means that the public rely heavily on google searches and local patient and healthcare organisations websites. Access to local information can vary dramatically along its volume and quality. People with an illness also want to aggregate their thoughts, share experience and advice, with this void  currently being filled by social media and disease/patient forums. The internet is without boundaries (excluding a few great firewalls restrictions) meaning that patients will actively hunt for information and advice no matter where it may be around the world.

 

Pharma tends to be very conservative when it comes to online communication, often thinking of social media as a standalone tactic rather than integrating it into their wider comms and marketing plans. By definition the web now is social whether pharma likes it or not, so participating should be consider a priority rather than an option. Social media provides a huge (often untapped) opportunity for brands to listen, understand, plan and engage with its audiences. Pharma’s customers have moved on so its communication and marketing practices should keep up.

 

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Twitter Revealed Epidemic Two Weeks Before Health Officials [STUDY]

Twitter Revealed Epidemic Two Weeks Before Health Officials [STUDY] | DigiPharma | Scoop.it

Beating out health officials by two weeks, Twitter provided an early account of the 2010 cholera outbreak in Haiti.

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How Safe is Your Business from a Social Media Shakedown? | Social Media Today

How Safe is Your Business from a Social Media Shakedown? | Social Media Today | DigiPharma | Scoop.it

Social media gives people power.We've seen it help overthrow governments and organize nationwide protesting movements.We've also seen it turned on companies who have abused their power for too long. These are great things.

 

In a crisis how do companies and brands respond? All too often pharma ignores the issue rather than having a clear online crisis management strategy and risk reduction strategy. Negative brand stories spread rapidly online whether true or false.

Rumours amplify, stories get picked up my by the media and the emotive voice of the public can have devistating effects. You only need to look back or look at online discussion around HPV or MMR vaccines to show that the can have huge implications on brands and also on company share price.

An online crisis strategy should integrated into any digital, marketing and communications plan, given the speed of pharmaceutical company response to crisis (due to the slow regulatory sign off), not reacting swiftly with an agreed approach can have long lasting implications.

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4 Pillars Of LinkedIn Marketing For Businesses ~ Sociable360 | Web & Social Media News, Infographics, Tips

4 Pillars Of LinkedIn Marketing For Businesses ~ Sociable360 | Web & Social Media News, Infographics, Tips | DigiPharma | Scoop.it

Linkedin although widely used by healthcare and pharma professionals, it is an underused marketing tool by pharma brands.

Not only are there a wealth of HCP groups on Linkedin that can be engaged with but it provides new opportunity in KOL management. If you “fish where the fish”, Linkedin is powerful resource that pharma brands can utilise, without the expense of creating bespoke networks.

 

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