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Rescooped by Pascal Kerhervé from digital marketing strategy!

21 Rules For Effective Social Media Marketing Strategies [Infographic]

21 Rules For Effective Social Media Marketing Strategies [Infographic] | Digital Healthcare |

It requires some knowledge in order to be seen through all the social media noise. These social media marketing strategies might help you reach more people. | See more about Social Media Marketing, Marketing Strategies and Social Media.

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HIPAA compliant social media strategy Archives

HIPAA compliant social media strategy Archives | Digital Healthcare |

More and more healthcare practitioners are turning to social media to disseminate health related information and communicate with customers and others in their field. However, healthcare practitioners should pay close attention to the information that they share out there to ensure that they comply with HIPAA Security Rule. Here are a few guidelines to assist you in implementing a social media strategy that complies with HIPAA standards.

What is HIPAA?
First, let’s begin with a basic understanding of the law. The Health Insurance Portability and Accountability Act (HIPAA) of 1996 is a federal law mandating the non-disclosure of private and personal patient information by healthcare professionals and their business associates. The exception to this rule is that the patient’s information can be shared internally within the confines of the hospital between doctors and healthcare professionals, or between the hospital and the insurance company for payment purposes. Unless the patient voids the non-disclosure, their information has no place outside of the databases of both the hospital and the insurance company.

Guidelines for remaining HIPAA compliant
An accidental error in the information that has been shared on social media can mean that HIPAA compliance has been inadvertently violated. While the mistake may not be on your part, it could mean a host of problems for you, your business, and your reputation. Staying cautious about the information that is disseminated through your organization’s Facebook, Twitter, or other social media pages is significantly important to your career.
Seek patient consent before you post anything – Before you write about a case, seek your patient’s consent. Confidentiality is a fundamental aspect of the relationship you share with those who have sought your professional assistance. Acquiring prior consent should never be overruled, regardless of whether your client’s identity has been omitted from the information you shared online.

Inform before you engage – Some patients are less private about their medical conditions, and would like to communicate with you through social media. You should attempt to take the conversation into the privacy of your workplace. If your patient persists on an online dialogue, inform them of the risks associated with revealing personal information online, then acquire the patient’s consent before communicating through social media.

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Health 1.0, 2.0, 3.0: today’s flow of information has changed what’s possible

Health 1.0, 2.0, 3.0: today’s flow of information has changed what’s possible | Digital Healthcare |
This 51 second animation accompanies my article last week in the BMJ,

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Marketing via Periscope and Meerkat (Infographic)

Marketing via Periscope and Meerkat (Infographic) | Digital Healthcare |

How can marketers incorporate live-streaming applications Periscope and Meerkat into their social strategies?

Via malek
malek's curator insight, August 26, 2015 6:27 PM

both of these apps are great tools to add to your business’ social media arsenal. 

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Pharma needs to get into digital health data game to stay competitive, study says

Pharma needs to get into digital health data game to stay competitive, study says | Digital Healthcare |
That Apple ($APPL) watch you are wearing may allow you to text and listen to music, and it can track your activity. But it may also be conducting a postmarket study that will help cut the price of some of your prescription drugs in the future.

A new study from PWC says that drug company pipelines are pumping out some remarkable drugs, but they come with some remarkable prices. At the same time, new personal devices have ways of getting patient data. Payers and providers looking to contain costs are putting together databases of info about their patients and how they respond to certain drugs. And in some cases, the study says, drugmakers concerned about their pushback, are working to link all of this data together and put drug prices into context. Its catchphrase for this is the "new health economy."

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Understanding Patients' Needs with Social Media Analytics

Understanding Patients' Needs with Social Media Analytics | Digital Healthcare |

Among the 50 largest drug makers in the world, more than half still aren’t actively using social media to engage healthcare consumers or patients. Most of them primarily use social media as a broadcasting channel, and no more than 10 are on Twitter, Facebook or YouTube.

Even with drug makers’ recent increases in digital spending, the pharmaceutical industry is repeatedly said to be a laggard in adoption of social media.

Drugmakers’ common excuse for remaining social media wallflowers is largely due to the regulatory uncertainty and the doubts on how to measure social ROI.


1/ The rise of the empowered patient

With the role of social media rapidly expanding, patients are increasingly turning to popular social networks, such as Twitter, Facebook, YouTube, blogs and forums obtaining and sharing information related to their health.

In the US, for example, over one third of consumers manage their own health and are using social media to help them make important healthcare decisions.

The consequent empowerment of the patient in making decisions around their treatment has led them to be more aware and have a greater say in the treatment process.

But it’s not just patients who go to social media to voice their opinions. The pharma industry has multiple stakeholders who actively research and discuss online, including patients, physicians, payers, caregivers, providers and advocacy groups.


This trend only heightens the imperative need for pharmaceutical companies and regulators to take notice and contribute to the overall healthcare discussion, particularly to the appropriate use of medicines.

But how do you actually know what physicians are saying about your drug?
Can you identify your patients’ primary concerns about your market leading product?

What are the conversation themes around managing the disease?
How does the online reputation of your brand compare to competitors?
Are patients switching brands and if so, why?

2/ Using social media as a research tool

The most immediate benefit that social media has to offer pharmaceutical companies is as a research tool.

The answers to the questions above require a more proactive embrace of social media analytics tools by pharmaceutical manufacturers.

Social media analytics tools, such as Brandwatch Analytics, can mine not only Twitter but also public forums, blogs, news sites, Facebook and other social networks to uncover patients and physicians’ sentiments and opinions.

One of our clients, Creation Healthcare, did exactly such a thing not too long ago. They indexed half a million healthcare professional profiles across thousands of sites using Brandwatch Analytics to understand how treatments and products are perceived by those who may prescribe them every day.

The online market research consultancy was able to spot healthcare trends and concerns months before others did. Offering unrivaled insight into the views of healthcare professionals, Creation Healthcare’s research business attracted six times more clients than before.

Identifying the opinions of healthcare professionals and patients is, indeed, a complicated process, particularly because of the amount of noise and spam surrounding pharmaceuticals. With boolean operators and rules, you can filter out spammy websites and irrelevant views.


3/ Using social media to foster discussions with your stakeholders

Understanding the kind of people who make up the conversation in your niche can prove far more insightful than listening only to those who mention your product or brand.

In a recent report we analyzed thousands of mentions online using social media analyticsto understand people’s attitude towards HIV treatment and to inform targeted messaging.

Their target audience is often seen as being the healthcare professional. But when analyzing all HIV discussion on social media, it turns out it’s the patients, caregivers and those that actually aren’t directly affected by HIV who offer the most powerful insights.


The general public spoke nearly three times more about HIV treatment than healthcare professionals, suggesting a general interest in the topic and that online influencers may differ from offline.

Diving deeper into this data, we noticed that the different stakeholders are chatting about HIV in entirely different places.

Data like this could dramatically impact how a drug manufacturer develops its communication strategies and targets its messaging.

4/ Building tailored marketing strategies

As shown below, social media analytics can be applied at various stages of a drug lifecycle; right from your drug discovery stage (understanding unmet needs) to the launch (improving your brand messaging) to the maturity stage (monitoring brand reputation and intimately connecting patients and physicians).

Insights generated during each stage can be utilized across all departments in your company.


If you’re still analyzing the conversation about your own brand or products, then now is the time to rethink your social media activities.

While social media is not a panacea, it provides an arguably underused opportunity across the business to research, understand and boost discussions with all healthcare consumers.

There’s no such thing as having a remarkable drug without having tailored strategies to appeal to your own target audience.

Forget the mass market, segment and evaluate healthcare conversations by the different stakeholders. Find out what they are talking about online and how your organization can fit into that.


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Social media has a rising role in collecting insights to understand the patients' unmet needs or to improve your brand messaging, are you using it?

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Did Video Kill Text Content Marketing?

Did Video Kill Text Content Marketing? | Digital Healthcare |
The psychology of consumers who either prefer reading or watching.
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Five digital campaigns that show pharma really can do it

Five digital campaigns that show pharma really can do it | Digital Healthcare |

Johnson & Johnson's Janssen Healthcare Innovation Care4Today

Care4Today is the masterbrand for Janssen mobile and digital healthcare tools that so far includes a suite of sub-branded software apps focused on heart health,orthopedics, mental health and mobile medication management. Some tools allow patient information to be linked and tracked in real time, so that, for instance, a doctor could see when a patient misses or skips taking prescribed medicines, and send a reminder or message. The goal is to engage patients in their own treatment and improve results--before and after hospital stays, or in between doctor visits. Janssen, which is owned by Johnson & Johnson ($JNJ), reports high patient satisfaction across its different apps, and tests have shown positive results, such as cutting down wait times to see a specialist or raising adherence rates.

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And there is more to come !

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The New Search, Content & Social Marketing Sweet Spot

The New Search, Content & Social Marketing Sweet Spot | Digital Healthcare |
Developing a successful digital marketing campaign requires more than fantastic content, solid search engine optimization (SEO), or a presence on the major social platforms. It is when these different components work together, finding that sweet spot between the three of them, that brands begin to shine online.

According to a study completed at BrightEdge (my employer), as much as 51% of a site’s traffic originates as organic traffic. That means the majority of the people who find your company are coming from major search engines. While SEO can help a website attract more visitors via higher rankings in search engines, it is only when the content provides value and quality that the visitor stays. If organic search is the driver of website traffic, then content is the fuel that keeps the traffic rolling.

Similarly, social media provides brands with vast potential for expanding brand reach and influence — but it is only when the brand’s content is viewed as worth sharing that social media marketing techniques are successful. Social can impact search factors, including traffic, while indexing of social content may soon provide companies with even more opportunities for reaching their intended audience.

Content, social, and search must work together to successfully help the brand achieve its goals.

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The Two Important Ways Digital Health Is Impacting Pharma in 2015

The Two Important Ways Digital Health Is Impacting Pharma in 2015 | Digital Healthcare |

There can be no better insight into Pharma’s digital ambition than building a digital agency from scratch with pharmaceutical companies as the core client base. I have been working in pharma my whole career (now some 16 years) and feel very fortunate to have been around at a time of unprecedented change as technology has fundamentally impacted all aspects of the pharmaceutical business; from drug discovery and clinical trial development, through to the very nature of the product as health technology builds an evidence base and the focus moves from illness to wellness.


Having spent the last two years building The EarthWorks I have reflected on how great the impact of digital health has had on pharma companies. When I look at what The EarthWorks are asked to do the strategic direction becomes clear. Over 70% of our output is in health technology design and build. Principally this is focussed on clinically impactful support for patients, however there is also a significant proportion of this work focussed on supporting healthcare professionals - with the best work providing integration and a symmetry between the two. When I first became a marketing manager in a pharmaceutical company, the vast majority of the focus and budget was on marketing materials. This is still an important part of what pharma does but the investment and the excitement seems to have irrevocably shifted.


This got me thinking about how the digital health movement has impacted pharma. There are a great number of examples, including redefining real world data and challenging the nature of the communication between pharmaceutical companies and healthcare professionals. However I think there are two principle pressures stemming from the rise of digital health that is impacting pharma in 2015:

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Networking Is Over. Welcome Sweatworking?

Networking Is Over. Welcome Sweatworking? | Digital Healthcare |
More time-strapped office workers are combining their workouts with networking, but there's right and wrong ways to do it.

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Sweatworking, a new way to network? 

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Monitor real time glucose readings on Apple Watch

Monitor real time glucose readings on Apple Watch | Digital Healthcare |

Currently there are 13 Apple Watch apps that are targeted towards physicians, but there are hundreds of health apps for patients already.Just 5 years ago it would have have been hard to imaging telling a parent of a type 2 diabetic patient their watch could give them their child’s real time glucose readings. Even alerting them when their child’s glucose levels are too low or high. That’s now reality.

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Four new health features Apple is adding to Healthkit - iMedicalApps

Four new health features Apple is adding to Healthkit - iMedicalApps | Digital Healthcare |

Apple adds water intake, UV exposure, menstrual cycle, and sedentary metrics to Health app.

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The Apple's Healthkit is getting really interesting !

Laurent FLOURET's curator insight, June 9, 2015 10:52 AM

Some more data points to track...

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Listen up, pharma marketers--to patients

Listen up, pharma marketers--to patients | Digital Healthcare |

Pharma companies are coming around on social media, however slowly. But how many are actually listening to what their patients say on social media platforms--and doing something with the feedback they get?

IMS Health's Siva Nadarajah

According to Siva Nadarajah, IMS Health's general manager of big data and compliance, too few. Only about 8% of 9% of all global brands--not companies--are engaging with patients, he said at a discussion hosted byMedical Marketing & Media. About 50% of them are monitoring patients' mentions, but 42% are doing nothing about it. And 40% aren't listening at all.

Why are pharma brand managers so hesitant to listen up? Some say they "don't know what actions they could take with the data," Nadarajah said. Others do know, but they don't have the engagement channels in place to help them take the next step. Some of them fall back on regulations, saying "'I don't want to deal with adverse events. It's a burden,'" he pointed out.

The way Michele Bennett, senior director of data science and analysis at Thomson Reuters, sees it, social media also represents an uncomfortable change for pharma. The industry is "used to being in control, driving the message, driving how they want their products to be perceived, within label. Social media takes the message over. You get no control," she said.

But whatever the reason for turning away, it's the wrong move, experts participating in the discussion agreed. While in the past, social listening may have been "something that was done on the side," these days, "it's not something you can ignore, not a vocal minority," Nadarajah said. Tim Armand, the cofounder and president of community engagement specialist Health Union, agreed, noting that "there are just way too many people participating and talking about their health, specific conditions and specific treatments on social media," and "there's a lot of downside of not listening when this conversation is happening."

Some companies already understand that. Back in 2013, GlaxoSmithKline ($GSK) used a text analytics model, grown by startup Luminoso, to analyze public discussion boards on and in an attempt to assess expecting and new parents' sentiment about vaccines--a core moneymaker for the company.

And Greg Cohen, the associate director of global strategic marketing at Belgium's UCB Pharma, told MM&M his company has had a "very progressive" digital pharmacovigilance group that has been on board from the beginning in "talking about why are we doing this, setting up the right parameters to handle the inflow and automating what we can."

For other companies that do decide they want to follow suit? Armand recommends trying "something small--quick wins."

"Get people comfortable" with social listening, he suggested. "Partner with your internal colleagues--legal, regulatory compliance etc.--early on, not after the fact." And--to avoid falling into that 42% of brand who listen but don't engage--"have a goal in mind with what you are going to do with it."

- See more at:


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The Five-Step Prescription for Curing Social Media Ills -

The Five-Step Prescription for Curing Social Media Ills - | Digital Healthcare |

It’s taken a while, but the pharmaceutical industry has slowly realized the value of social media to reach caregivers, health care professionals, and patients to raise awareness and even track adverse events. According to the IMS Institute for Healthcare Informatics, only half of the 50 largest pharmaceutical companies worldwide use social media, and only 10 are on the Big Three: Facebook, Twitter, and YouTube.[1]

But patients, caregivers, and healthcare professionals are, and they’re posting about everything from what they need to, questions and adverse events. Placeholder pages aren’t going to cut it in this world where those affected are quick to complain and slow to retract. For pharmaceutical companies, that means taking cautious steps when social media becomes a petri dish for a full-blown PR crisis. As a regulated industry, pharmaceuticals especially need to be prepared for a possible social media crisis. Here are a few precautions pharmaceuticals should take.

Re-evaluate – or even stop – scheduled posts.

Schedules are great when everything is going smoothly. But during a crisis, what may seem perfectly innocuous in any other context could further ruffle feathers. In crisis management mode, stopping all scheduled posts, on every channel, can help you refocus the message, as can pulling the plug on paid social promotions. This is the time to make sure your message is being seen, undiluted.

Only after you’ve got a handle on the crisis can you resume social media scheduling, but you’ll want to make sure anything being posted is unlikely to throw gas on smoking embers (and when dealing with humans, they are easily reignited). And certainly watch any new posts until you’re completely sure the crisis is over, even involving the legal team as necessary to ensure new posts don’t create additional liability.

Take a time-out.

While a time-out won’t work in the OR, it can work wonders in the midst of a crisis. When you need to buy some time to work on the company’s response, use a “pause post.” Basically, the pause post will be tailored to the situation and the person and make it clear that you hear and acknowledge the issue, you’re working on a response, and you’ll have an update at [insert date and time here] on [your site].

While this can be difficult if discontent has spread virally over social media, it’s still worth it – just don’t post the same response to everyone.

Pick your battles – and your battlefield.

Sometimes, just one person is stirring the pot, and there’s a way to nip it in the bud: get that person on the phone, preferably employing the most compassionate person you have on staff (if the person who calls the irate party is rude and argumentative, the situation will deteriorate very quickly). Listen to that angry person; just simply ask what happened. Take notes, recap your understanding to that person, and then make sure you’re following through. Address the issue and provide the person with a resolution, not just an apology.

But if the problem has spread, you’ll have to herd the cats, so to speak, and get everyone on the same platform to open up a dialogue. The company blog is an ideal place to get everyone off social media and into a single spot. It’s easy to share with a link and allows for a longer response.

Write a well-thought out response.

In pharmaceuticals, there’s no easy way to respond to a crisis. But as with other brands, there are ways to successfully respond and diffuse a bad situation.

First, answer the question head-on and own the problem. Acknowledge that there’s a problem; avoid “we’re sorry you feel that way” at all costs. Then, unless there is a critical factual error, don’t start explaining. Just acknowledge, take responsibility, and apologize. Acknowledge the experience, and keep the brand human – convey humility in your response, and make sure it reads like a human wrote it. Get the resident Devil’s advocate on your team to read the response and ask for the snarkiest reply possible – that may transform the message altogether.

And this can’t be said enough: make sure you run the response through legal, indicating that this is a rush job, to avoid any liability in the future.

Stay on the ball – don’t drop it.

Managing the crisis doesn’t stop at posting a response. It’s important to follow up, monitoring social media channels and answering questions as they arise – and they will arise. Make sure that the link to the central discussion is easily accessible as well.

In pharma, it’s also very likely that the media will jump on a crisis, and the PR and legal teams will be key in ensuring the right message gets to the press. Keep track of industry articles, bloggers, and more, and make sure that if an outlet publishes incorrect coverage, someone is able to reach out to provide correct information. As bloggers post, reach out directly to them to thank them.

Ultimately, the most important thing is to let the public know that the company is learning from the experience. It will turn the crisis from “evil pharmaceutical company” to “compassionate pharmaceutical company” much faster.


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Pharma gets social: 7 pharma social listening strategies

Pharma gets social: 7 pharma social listening strategies | Digital Healthcare |

For many years the pharmaceutical industry has been incredibly cautious about 'listening' to social media, wary of what it might find in public conversations. In the past, while some pharma medics saw an opportunity to learn from customer experiences, many companies were concerned that they would overwhelm their pharmacovigilance teams with hundreds of adverse events that would need reporting and investigation as patients shared their experiences with medicines.

Today the industry is adopting a more mature approach, having learned that it is possible to put systems and processes for compliant social listening in place and, in many cases, having already experienced the benefits of learning from customers online.

This brief guide outlines seven ways that pharmaceutical companies are using social listening to learn from customers, and draws from anonymised examples I have observed during my recent work and research.

1. Market research

Social listening has been disrupting the traditional market research model for years and today it is being led increasingly by market researchers in pharmaceutical companies.

For example, one company was able to learn from online conversations among pharmacists dispensing products against generic prescriptions. By studying the language used to describe products, the brand team discovered which issues influenced a pharmacist's interaction with patients and, as a result, was able to choose the right words for customer messaging.

2. Competitive intelligence

The open nature of public social media means that you can learn as much about your competitors' products and services online as you can about your own. By listening to conversations among health stakeholders, you can find out how the messages and tactics of other brands in your therapy area are resonating with customers.

A company launching a product in a new, competitive class of drugs in Europe used social listening to compare customers' views about each of the products in its class across its launch markets. Through online conversations it rapidly learned about competitors' marketing tactics and was able to make informed decisions about its own customer engagement strategy.

3. Digital profiling

Not all social media conversation is equal. Understanding the online influence of individuals can help you decide how to respond to individual voices. In a recent study of 78,000 social media posts during the American Society of Clinical Oncology (ASCO) 2015 Annual Meeting, 230 of the most engaged online healthcare professionals were followed by more than one million people all over the world, of whom almost 40,000 were other healthcare professionals.

Many companies are using social media listening to understand their customers at an individual level, developing digital profiles of named key online influencers or 'Digital Opinion Leaders', which map out their online networks of influence, channel preferences and even brand advocacy behaviours.

4. Targeting rare disease

With billions of social media posts being published every day, social listening can identify and target very specific needs with great accuracy. This presents pharmaceutical companies with the opportunity to learn precisely where doctors are seeing patients with particular symptoms. For companies with medicines to treat rare diseases, the ability to geo-locate symptom conversations enables them to target messages to them anywhere in the world.

5. Clinical trials

Locating patients with particular diseases or symptoms can help identify potential clinical trial candidates. By listening to online conversations, companies developing or testing new medicines can track patient symptoms and also identify healthcare professionals who might support the trial. This approach enables companies to develop tactics for targeting and engaging candidates with other digital initiatives, such as Novartis' online clinical trials tool.

6. Medical Information

While caution still exists over adverse event discovery in social media listening, Medical Information teams in some pharmaceutical companies are using social listening to learn about patient experiences, proactively tracking conversations about product use. By learning from conversations about behaviours, some teams are identifying potential new indications for medicines. Others are using data on side effects to improve their understanding of a medicine's safety.

7. Congress strategy

Today's medical congress meetings take place not only on the ground at a conference venue but all over the world via social media. As one endocrinologist told me, if he could not be at this year's EASD meeting (the annual congress of the European Association for the Study of Diabetes) in person, he would simply take part via social media by following the congress 'hashtag' on Twitter. Indeed, one third of all social media content posted during this year's ASCO congress originated from outside of Chicago where the meeting took place.

Listening to social media during a congress meeting, and analysing conversation from past meetings, should be an essential component of a company's congress participation. Companies that listen to social media are developing some of the most effective engagement tactics to support their congress investment.

Take action

Finally, just one important word: action. None of the seven concepts above will make any difference unless, after conducting your study, you take action. To make your social listening useful, you must be planning for action before you even start. Use your listening to test hypotheses and answer specific business questions that will inform your direction, and then when you discover new things about your customers' needs, you will be ready to act.


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Strategy, not Technology, Drives Digital Transformation

Strategy, not Technology, Drives Digital Transformation | Digital Healthcare |
The 2015 Digital Business Report by MIT Sloan Management Review and Deloitte identifies strategy, not technology, as the key driver of success in the digital arena.

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Strategy, not Technology, Drives Digital Transformation!


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Becoming a socially-active pharmaceutical company

Becoming a socially-active pharmaceutical company | Digital Healthcare |

What a difference a year makes. Over the last 12 months we have been consciously positioning ourselves to be one of the most socially active pharmaceutical companies, by integrating social media marketing to engage patients.

During this time a lot of people have started asking what's happening with LEO Pharma Spain. Some of LEO Pharma Spain's Social Media profiles have become some of the biggest influencers in world health days, in Spanish and at international dermatology congresses.

In Spain, LEO is at the top of the rankings of influencers in Klout when compared to other big pharmaceutical companies, even reaching the same level as some leading international pharmaceutical accounts. 

LEO's digital department only started one year ago, with a YouTube channel and a Twitter account, but we had a clear digital strategy to understood that if the focus is the patient then we had to listen to them and situate ourselves where their conversations were taking place. 

People discovered that we are more than just a pharma company, in fact, we also help people achieve healthy skin when we develop the best possible solutions for patients and go beyond thinking only about physical products. 

It was during World Psoriasis Day 2014 that I really understood what it meant to be patient-centred. Then I had a conversation with a person who had psoriasis on Facebook. Instead of talking about the treatments she uses she instead focused on her constant battle with the skin condition, and thanked me for LEO's awareness campaign.

But a company cannot have a significant social media presence if its employees aren't active users of a social network, as they play an important role in patient and HCP communication. 

It's similarly impossible for a company's directors, and regulatory and legal departments, to be engaged if they don't understand and use social media.

At LEO Pharma Spain everyone contributes to communication, and this approach has allowed us to build a strong corporate reputation in social media as we engage with our audience at different levels and through different channels.

Patients want access to healthcare information via social media, and most importantly, they want to be heard by pharma. Healthcare professionals have become increasingly active on social media and, in my opinion, pharmaceutical companies have an important role to play here. That's why LEO Pharma Spain wants to break the traditional pharmaceutical approach through a more active use of social media.

In a short time LEO Pharma has reached the biggest Klout in Spain From the 187 pharma companies associated with the local industry association Farmaindustria, LEO Pharma has the most active Social Media profiles, whether those be its blog, or accounts on Google Plus, Twitter, Facebook,YouTube, Linkedin or Pinterest - it is also the first Spain pharma company to have an Instagram profile.

Recently we won the Premios ASPID award for our #DescubreLaPsoriasis(#DiscoverThePsoriasis) social media campaign. With this campaign, we wanted to increase awareness of this disease so that people who suffer from Psoriasis could feel better understood by society by focusing on three key messages: psoriasis is not contagious; psoriasis affects 2 out of every 100 people; and psoriasis is a chronical disease, but it can be controlled.

As a result of our efforts, the campaign became viral on various social media networks and we reached an audience of 11 million people, had more than 6,000 photos and videos published, had 60,000 user interactions and received 30,000 video views.

However, the greatest achievement was managing to let the patients feel that society rallies around them more and that this little known disease is known a bit better.

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Interesting case on how #Pharma is using Social Media to increase disease awareness #DiscoverThePsoriasis

Marta Gonzalez's curator insight, July 27, 2015 6:02 PM

#m5iteumh #miscoopit

Marta Gonzalez's curator insight, July 27, 2015 6:03 PM

#m5iteumh #miscoopit

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Five digital campaigns that show pharma really can do it

Five digital campaigns that show pharma really can do it | Digital Healthcare |

Pick a week and you'll find a headline somewhere declaring that digital marketing and pharma just don't mix. Cue the list of hardships: regulatory compliance, side-effect reporting guidelines, risk disclosures or any of the other reasons drugmakers use to justify staying away from digital. While it's true that digital and social media aren't the panacea for what ails pharma marketing, just saying no to digital isn't an option anymore. Need some inspiration? Check out what's working for these pharmas.

Novartis' "Hey MS Take This!" campaign for Gilenya

Novartis ($NVS) tackled MS with attitude and humor with the digital social campaign aimed at attracting the attention of younger MS patients with the then-launch of its oral treatment. MS patients confidently stick out their tongues in a double meaning to the disease and showing them taking the pill. The campaign created by FCB Health begun in 2013 has gained traction since then, employing MS patients as Gilenya Guide advocates and including engaging elements such as a "Let's Talk" section on its Facebook page that encourages community and information sharing. Sales of Gilenya in 2014 were $2.48 billion, up 28% over 2013.


Bayer Healthcare's Grants4Apps

Bayer launched its innovative health accelerator Grants4Apps last year offering 50,000 euros, plus free space and mentors at Bayer's headquarters in Berlin, to five startups with the best tech ideas for healthcare. In conjunction, Bayer created a digital marketing campaign, along with a series of traveling meetups, to drum up interest. The program's website and newsletter are robust news sources for grant info, while Twitter serves as ground zero for social media, including a series of Vines from top executives and scientists in many languages. Last year, 70 companies applied; this year Bayer has already hosted visitors from 200 countries, with the deadline to apply May 31.


Genentech's rheumatoid arthritis treatments have delivered billions in sales, but new competitors have elbowed in--and the company wanted to reassert its leadership role. Its agency, CDMIConnect, helped it create an online forum and community for RA meant to stand out in the crowded space. They tapped patient leaders in the community to be content providers, targeting topics not covered in other forums. They posted Genetech-created content and physician contributions as well. To foster sharing across devices, all content came with Twitter, Facebook, Pinterest and email buttons. Once patients were engaged, CDMI's custom software would direct them to the Genetech drug that might work best for them. According to CDMI, patients didn't balk. The effort won a bronze Clio advertising award in 2014.

Johnson & Johnson's Janssen Healthcare Innovation Care4Today

Care4Today is the masterbrand for Janssen mobile and digital healthcare tools that so far includes a suite of sub-branded software apps focused on heart health,orthopedics, mental health and mobile medication management. Some tools allow patient information to be linked and tracked in real time, so that, for instance, a doctor could see when a patient misses or skips taking prescribed medicines, and send a reminder or message. The goal is to engage patients in their own treatment and improve results--before and after hospital stays, or in between doctor visits. Janssen, which is owned by Johnson & Johnson ($JNJ), reports high patient satisfaction across its different apps, and tests have shown positive results, such as cutting down wait times to see a specialist or raising adherence rates.

Via Plus91
Pascal Kerhervé's insight:

Who said that Pharma cannot do it? And there is even more to come! #DigitalPharma 

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Rescooped by Pascal Kerhervé from Digital Marketing Strategy!

Millennials Outnumber Boomers: The Meaning For Marketers - Heidi Cohen

Millennials Outnumber Boomers: The Meaning For Marketers - Heidi Cohen | Digital Healthcare |
Has your business figured out how to market to millennials yet? Here are 5 Key Millennial Marketing Tips Based On Research with research and charts.

Via Julio Vizcarra
Rescooped by Pascal Kerhervé from digital marketing strategy!

Why You Should Be Building Trust, Not Traffic

Why You Should Be Building Trust, Not Traffic | Digital Healthcare |
If trust is the primary driver of content sharing, why aren't we focusing more of our marketing efforts on content that creates trust?

Via malek
Pascal Kerhervé's insight:

So true, but too many people still focus today on the volume of visit and not on the user engaging with their content!

malek's curator insight, June 18, 2015 3:16 PM

You're sharing because it help others

malek's comment, June 20, 2015 12:43 PM
good notice, but you either jump the trend or jump out, thanks
Rescooped by Pascal Kerhervé from Healthcare and Technology news!

How Big Data Is Changing Healthcare

How Big Data Is Changing Healthcare | Digital Healthcare |

If you want to find out how Big Data is helping to make the world a better place, there’s no better example than the uses being found for it in healthcare.


The last decade has seen huge advances in the amount of data we routinely generate and collect in pretty much everything we do, as well as our ability to use technology to analyze and understand it. The intersection of these trends is what we call “Big Data” and it is helping businesses in every industry to become more efficient and productive.

Healthcare is no different. Beyond improving profits and cutting down on wasted overhead, Big Data in healthcare is being used to predict epidemics, cure disease, improve quality of life and avoid preventable deaths. With the world’s population increasing and everyone living longer, models of treatment delivery are rapidly changing, and many of the decisions behind those changes are being driven by data. The drive now is to understand as much about a patient as possible, as early in their life as possible – hopefully picking up warning signs of serious illness at an early enough stage that treatment is far more simple (and less expensive) than if it had not been spotted until later.

So to take a journey through Big Data in healthcare, let’s start at the beginning – before we even get ill.


Prevention is better than cure

Smart phones were just the start. With apps enabling them to be used as everything from pedometers to measure how far you walk in a day, to calorie counters to help you plan your diet, millions of us are now using mobile technology to help us try and live healthier lifestyles. More recently, a steady stream of dedicated wearable devices have emerged such as Fitbit, Jawbone and Samsung Gear Fit that allow you to track your progress and upload your data to be compiled alongside everyone else’s.


In the very near future, you could also be sharing this data with your doctor who will use it as part of his or her diagnostic toolbox when you visit them with an ailment. Even if there’s nothing wrong with you, access to huge, ever growing databases of information about the state of the health of the general public will allow problems to be spotted before they occur, and remedies – either medicinal or educational – to be prepared in advance


This is leading to ground breaking work, often by partnerships between medical and data professionals, with the potential to peer into the future and identify problems before they happen. One recently formed example of such a partnership is thePittsburgh Health Data Alliance – which aims to take data from various sources (such as medical and insurance records, wearable sensors, genetic data and even social media use) to draw a comprehensive picture of the patient as an individual, in order to offer a tailored healthcare package.


That person’s data won’t be treated in isolation. It will be compared and analyzed alongside thousands of others, highlighting specific threats and issues through patterns that emerge during the comparison. This enables sophisticated predictive modelling to take place – a doctor will be able to assess the likely result of whichever treatment he or she is considering prescribing, backed up by the data from other patients with the same condition, genetic factors and lifestyle.


Programs such as this are the industry’s attempt to tackle one of the biggest hurdles in the quest for data-driven healthcare: The medical industry collects a huge amount of data but often it is siloed in archives controlled by different doctors’ surgeries, hospitals, clinics and administrative departments.


Another partnership that has just been announced is between Apple and IBM. The two companies are collaborating on a big data health platform that will allow iPhone and Apple Watch users to share data to IBM’s Watson Health cloud healthcare analytics service. The aim is to discover new medical insights from crunching real-time activity and biometric data from millions of potential users.

The way we visit and interact with doctors is likely to change in the near future, too. Telemedicine is a buzzwords at the moment, and refers to receiving medical treatment remotely, usually in your own home with the aid of a computer and internet connection. Strictly speaking this can refer to anything as simple as and self-diagnosing, but increasingly this will take place as a one-on-one service with a qualified professional. This type of service is offered by Healthtap.


All these interactions will of course leave a data trail, which can be analyzed to provide valuable information into general trends in public health and the way we access healthcare.

Big Data in clinical trials

Once your doctor decides that whatever you are complaining about is best treated by medicine, it is likely that the pills and potions he or she offers you have been designed with the help of Big Data, too. Huge amounts of data on applicants will allow researchers to pick the best subjects. And recently, data-sharing arrangements between the pharmaceutical giants has led to breakthroughs such as the discovery that desipramine, commonly used as an anti-depressant, has potential uses in curing types of lung cancer.


Personalized medicine is another hot topic in the healthcare field. It involves tailoring medicines to a person’s unique genetic makeup – and is developed by integrating a person’s genetic blueprint and data on their lifestyle and environment, then comparing it alongside thousands of others to predict illness and determine the best treatment.


Big Data is also helping in the fight against the spread of epidemics. In Africa, mobile phone location data is proving highly valuable in efforts to track population movements, which helps to predict the spread of the Ebola virus. This gives insight into the best areas to provide treatment centres and allows movement restrictions to be put in place when necessary. These strategies were pioneered in the wake of the 2010 Haiti earthquake where they were used to help plan disaster relief.


And of course, a Big Data solution has even been proposed for the search for the Holy Grail of medicine – a cure for cancer. Flatiron Health has developed a service called the OncologyCloud, based on the idea that 96% of potentially available data on patients with cancer is not yet analyzed. It aims to take this data gathered during diagnosis and treatment, and make it available to clinicians to further their study.


Privacy and security

Of course, no data is more personal than our medical data, so extremely secure safeguards have to be put in place to make sure the information only gets to those who we meant to see it. Despite that, cyber thieves routinely target medical records, andreportedly earn more money from stolen health data than by pilfering credit card details. In February, the largest ever healthcare-related data theft took place, when hackers stole records relating to 80 million patients from Anthem, the second largest US health insurer. Fortunately they only took identity information such as names and addresses, and details on illnesses and treatments were not exposed. However, there is a fear that it is only a matter of time until a security breach on that scale takes place in which patient records are lost. Some experts, such as Dr Leslie Saxon of the University of Southern Carolina Center for Body Computing, have called for the establishment of an international organization in the style of the UN, to regulate privacy and security issues relating to health data.


Despite that, the potential for good that Big Data can bring far outweighs the potential for bad. The growing trend towards centralization of medical data will cause concern, but as long as privacy and security can be maintained, it is certain to play a big part in the development of new treatments and add to our growing understanding of how our bodies work, and how we can make sure they carry on working as long as possible.

Via Technical Dr. Inc.
Pascal Kerhervé's insight:

Interesting to see how big data and data sharing leads to the discovery of drug's potential on new indications!

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Rescooped by Pascal Kerhervé from Digital Health!

FDA makes official its hands-off approach to regulating health apps and medical software

FDA makes official its hands-off approach to regulating health apps and medical software | Digital Healthcare |
The FDA confirmed that it'll take a hands-off approach to most medical device data systems, software that conveys data to and from a medical device.

Via Mike Rucker
Pascal Kerhervé's insight:

Great move from the FDA to foster innovation in the  eHealth space ! 

Mike Rucker's curator insight, February 25, 2015 3:06 AM

Great news for digital health software developers; okay news for hardware developers. 

Scooped by Pascal Kerhervé!

Apple injects new features into HealthKit, Watch | mHealthNews

Apple injects new features into HealthKit, Watch | mHealthNews | Digital Healthcare |
The company has added a number of features and functions to many of its products. Here are the ones that matter most.
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Rescooped by Pascal Kerhervé from digital marketing strategy!

How to Distribute Your Marketing Budget Between SEO and PPC

How to Distribute Your Marketing Budget Between SEO and PPC | Digital Healthcare |
Depending on your industry and the age of your company will help determine how much to spend on organic reach vs. paid search.

Via malek
malek's curator insight, June 8, 2015 7:53 PM

if you are entering an already mature market, then it is a good idea to distribute your budget between SEO and PPC.