Healthcare & Social Media
23.4K views | +0 today
Follow
Healthcare & Social Media
Vers des stratégies Pharma "On Line"...
Your new post is loading...
Your new post is loading...
Rescooped by Pharmacomptoir / Corinne Thuderoz from The Sociology of the Quantified Self
Scoop.it!

John-Paul Flintoff – The quantified self

John-Paul Flintoff – The quantified self | Healthcare & Social Media | Scoop.it
What to eat, when to exercise and whether to call your parents: can tools of self-monitoring make a difference?

Via Deborah Lupton
more...
Gregg Turnbull's curator insight, October 10, 2013 2:33 PM

Fantastic observations on Quantified Self

Rescooped by Pharmacomptoir / Corinne Thuderoz from Pharma Hub
Scoop.it!

Comment Alibaba se positionne sur le marché de l’e-santé –

Comment Alibaba se positionne sur le marché de l’e-santé – | Healthcare & Social Media | Scoop.it
Le géant chinois s’apprête à céder 1,4 milliard de dollars d’actifs à sa filiale Alibaba Health pour en faire un poids lourds de l’e-santé en Chine.

Via Vigipharm, Philippe Marchal
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
Scoop.it!

Sandoz signs on to lead launch of Pear's digital therapeutics #hcsmeufr #esante #digitalhealth #hcsmeu

Sandoz signs on to lead launch of Pear's digital therapeutics  #hcsmeufr #esante #digitalhealth #hcsmeu | Healthcare & Social Media | Scoop.it
A deal with Sandoz to lead the global launch of Pear's two lead products puts marketing muscle behind the nascent class of 'prescription digital therapeutics.'

Via Lionel Reichardt / le Pharmageek
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Social Media and Healthcare
Scoop.it!

The digital imperative for pharma companies in Japan 

The digital imperative for pharma companies in Japan  | Healthcare & Social Media | Scoop.it

Five facts showing that companies should invest in digital customer engagement in Japan.

Japan has not been at the forefront of digitization, as any traveler or resident can attest. Those industries that on a global basis have most visibly been disrupted by digital technologies (such as banking, retail, and travel) have resisted change in Japan. Among Japan’s demographically older population Internet adoption has been slower than in other developed nations: older age groups have tended to hold on to their feature phones, which can process email but don’t provide access to the full Internet or apps like modern smartphones—this is changing very rapidly, however. Feature phones are phasing out with sales plummeting 80 percent year on year as consumers now standardize on smartphones. Within a shrinking retail market, Amazon, like many other online merchants, has grown by double digits each year, and joined the “1 trillion yen” club next to the traditional giants such as Seven & i, which are themselves experiencing flat or declining top-line growth. Fintech is growing rapidly, with new government regulation enabling further growth.

Stay current on your favorite topicsSUBSCRIBE

The pharmaceutical industry is fully involved in this acceleration and can no longer ignore it. Physicians and patients are ahead of the industry in how they use technology; they are used to and expect a more modern and sophisticated level of digital engagement than pharmaceutical companies currently offer. This is a missed opportunity and those organizations that move rapidly and at scale stand to benefit.

Yet, many executives are still skeptical and timid when it comes to investment decisions. While a very few companies are preparing for big transformations, we still observe many sub-scale pilots with insufficient vision and aspiration. In this short paper we would like to share five reasons why we believe pharmaceutical companies should invest at scale in digital customer engagement in Japan. These are based on observations from our daily practice and real world data.

Five facts show that pharma companies should invest at scale in digital customer engagement in Japan

  1. In Japan today you can reach over 85 percent of physicians without a sales representative. Client examples in the recent months showed us we reached a tipping point as more than half of physicians have already shifted away from the sales rep as their primary information source, and 40 percent use digital sources as their primary source of information. Moreover, 85 percent of physicians in Japan use digital sources as their primary or secondary source of information today. In contrast, less than 15 percent of physicians are still reliant on the sales representative as their only source of information—and those are typically of an older, retiring demographic.
  2. Digital is now effective as a primary promotional channel. The effect of sales representatives is limited if a physician is already digitally engaged. Actual sales growth data, collected over a period of six months, shows that when a physician is already engaged in online promotional activities, the additional sales rep detail only makes a further 10 percent sales growth contribution—national data for both primary and specialty care products show that, when brands are growing at 8–15 percent with digital communication alone, they only grow by an additional 2–3 percentage points when both digital and sales representative communication are involved.
  3. Late-stage primary care portfolios show decreasing detailing sensitivity in Japan. 2017 sales responsiveness data among physicians grouped by decile for major primary care products show that even among the most detailing-sensitive physicians (top 10 percent for sales responsiveness), the upside is less than 10 percent for national high-frequency coverage compared with no sales coverage at all. We see a similar trend in specialty care products and on-patent products, but this is particularly striking in long-listed products1—these represent a substantial proportion of the market for pharma companies in Japan, are still subject to significant promotional activity, and generally believed to be sensitive to promotion. That said, many Japanese physician segments do remain sensitive to detailing, but the important lesson is that pharmaceutical companies can and should move away from general detailing coverage based on account of physician potential, towards segmenting and targeting with different channels based on preference. As a result, they can significantly reduce the number of total in-person details delivered to segments that are simply not responsive.
  4. Each year traditional sales details lose their effectiveness and are now comparable to digital details. Client examples in the recent months showed us that the percentage of physicians who change their prescription after receiving drug information for a specific brand from a sales representative has declined—from 20–30 percent in 2014 to 15–20 percent in 2016—while statistical models forecast a decline to a high single-digit percentage in 2018. When receiving information through e-detailing, 10–15 percent of physicians changed their prescription decision in 2014 and 2016, and this proportion is forecast to remain steady. Thus, in 2018, the effectiveness of traditional in-person sales details and e-details will be comparable. Further, the nature of e-details (their content, format, technology platform) has not changed significantly over time; hence we argue that there is an opportunity to increase the effectiveness of e-details with more engaging and value-adding formats. It is also worth remembering that every year the number of institutions placing restrictions on salesforce access (for instance appointment-based systems, set days or quotas) is increasing. Equally, channel-based segmentation can improve the effectiveness and efficiency of promotional spend.
  5. The national government is actively driving digital adoption. The Ministry of Health, Labour and Welfare is supporting a holistic database that will ultimately link (among other things) medical claims data and nursing care data by 2020. The “Law of Next Generation Healthcare Platform” certifies vendors that can anonymize and make use of personal health data; it also allows medical institutions to provide the data in opt-out systems. Shakai Hoken Shinryo Hoshu Shiharai Kikin (the payor foundation that reviews and pays all corporate-based payor claims) is embarking on a transformation designed to streamline claims reviews by increasing the level of automation and introducing artificial intelligence to the process.

Via Plus91
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Social Media and Healthcare
Scoop.it!

Where is biotech and big pharma on social media?

Where is biotech and big pharma on social media? | Healthcare & Social Media | Scoop.it

“The absence of pharma brands on social media creates a significant void of reputable healthcare information to aid patients.” posits Dawn Lacallade, LiveWorld. Why isn’t the pharmaceutical industry more active on social media? They would say advertising restrictions and other FDA regulations severely limit their ability to have a social media presence. There is a fear of discussing prescription medication in the uncontrolled environment of the internet. But the industry is missing a terrific opportunity to impact their entire constituency: patients, caregivers, employees, scientists and even their reputation.

Unmetric, a branded content analytics company, recently released a report that outlined social media trends for big pharma. They cited four silos where pharmaceutical companies are utilizing social media. All companies studied have excellent corporate social profiles. They are attractive and informative in a general way about the company, but they aren’t interactive. Most of the pharmaceutical companies have a career silo. It is interesting that the pharmaceutical industry has lagged other industries in setting up and managing an effective career site. No real clarity on why this has happened. There is little to no FDA regulation on advertising open positions.

About half of the pharmaceutical companies in Unmetric’s study have invested money and content into OTC brand profiles. Again these tend to be static/informative and not interactive. The biggest opportunity for big pharma is in the last silo defined by Unmetric, branded community properties. Patient’s have been and continue to turn to social media to research and understand their symptoms and diagnoses as well as trying to connect with other patients.

 

Under current FDA regulations it is hard for the pharma company to easily join the conversation to provide accurate, balanced info because regulations mandate that “within a single social post brands must provide accurate details on the benefits and risks associated with conditions and products.” Character limits and the speed with which interactions occur means a different approach is necessary. Pharma companies must talk about the disease rather than the product or drug itself. They must try to create a place where people gather who are concerned about one of these conditions. Trying to figure out what drives engagement and putting more effort and money into it will pay off for big pharma.

Social listening is another tool that biotech and big pharma under utilize. Gauging community sentiment about marketed drugs, learning about competitors and gaining insights to improve products, services and treatments are all achievable through social media research. Social media should be more of a pull than a push of information when done correctly. Kiran Mazumdar-Sahw, Chair and Managing Director of Biocon Limited, says, “Doctors clearly will drive this change, as will younger patients. The mindset today is still controlled by pre-internet key opinion leader doctors and older patients who are not tech savvy. As younger and tech-savvy doctors and patients populate our health care ecosystem, things will change and this change will occur rapidly after a certain inflection point which is not more than 3-5 years away. There will be an explosion of social media and mobile-based apps.” For the savvy biotech or pharmaceutical company it’s time to start investing in social media.


Via Plus91
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
Scoop.it!

Which pharma companies are winning at social? Survey says...

Which pharma companies are winning at social? Survey says... | Healthcare & Social Media | Scoop.it

While not without risk and regulatory concern, pharma companies have increasingly embraced social media in recent years.

As Tamara Littleton, CEO of social media agency The Social Element, put it, “The industry has realised that even if it ignores social media, its customers won't.”

Of course, being present in social channels doesn't mean that a company is using them to good effect. So which pharma companies are winning social?

Recently, healthcare marketing agency Owen Health released its first-ever Pharma Social Media Ranking, which looked specifically at how the 22 largest pharma companies are using Twitter. To develop its ranking, the agency evaluated a number of data points related to their Twitter accounts, including authority, reach, activity, engagement and influence, during the month of October 2017.

In the end, it declared that GlaxoSmithKline (GsK) and Bayer tied for the overall top spot, followed by AstraZenica and Roche followed by Novartis.

Interestingly, GsK was the first pharma company among those considered to join Twitter. While Owen Health notes that most pharma companies set up a Twitter account around 8.5 years ago, GsK was a pioneer, having joined the then-nascent social platform more than a decade ago.

So what sets high-rankers like GsK and Bayer apart from lower rankers?

It's not all about audience size. Top-ranked GsK and Bayer had the fifth and sixth most followers, respectively. As Owen Health noted, “Although more followers provides the opportunity for greater organic reach, it appears to become harder to keep this larger community engaged with valuable timely content.”

But it's not all about engagement either. In fact, neither GsK nor Bayer ranked in the top 10 for engagement. Interestingly, the companies that got the highest marks for engagement – MSD, Takeda and Teva – ranked 19, 20 and 22 overall. That might have been due to the fact that Takeda and MSD were responsible for two of the three tweets with the most likes, retweets and comments during Owen Health's evaluation period. 


where GsK and Bayer shine is in the influence category, which was based on Klout scores. There, they tied with Pfizer for the top spot.

The importance of strategy

Of course, any ranking is subject to debate. The Klout scores Owen Health used, for instance, have been the subject of controversy. But the notion that winning at social media is not all about getting lots of followers, posting a lot of content, or even generating significant engagement, isn't an illogical one. 

At the end of the day, pharma companies need to connect and engage the right people. And that is a very different and more strategic exercise than trying to build a large following and pumping out lots of content that might or might not be relevant to key segments.

Perhaps reflecting the fact that pharma companies get this, Owen Health notes that it has observed them becoming part of relevant communities as opposed to trying to acquire as many followers as possible. “This approach is more strategic, plays to the social platforms strengths and has the potential to be more beneficial to corporate reputation and brand positioning in the long term.”

As pharma companies grow their social investments, expect to see the gap widen between those that embrace smart, targeted strategies and those that don't.


Via Plus91, Lionel Reichardt / le Pharmageek
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Le Monde de la pharma & de la santé connectée
Scoop.it!

Les technologies mobiles bientôt incontournables dans les hôpitaux ?

Les technologies mobiles bientôt incontournables dans les hôpitaux ? | Healthcare & Social Media | Scoop.it

Zebra Technologies a publié le 29 janvier 2018 une étude sur l'adoption des technologies mobiles dans le milieu hospitalier d'ici à 2022. Selon le document, l'utilisation des terminaux mobiles pourrait devenir une norme pour le personnel hospitalier. Des nouvelles méthodes de travail qui promettent peut-être des progrès en termes de qualité de soin mais qui soulèvent encore des interrogations sur la protection des données. Voici ce qu'il faut retenir.

Via Rémy TESTON, Esposito Christelle
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Le numérique au service de la santé à domicile et de l’autonomie
Scoop.it!

Médicaments : voici la pilule intelligente !

Médicaments : voici la pilule intelligente ! | Healthcare & Social Media | Scoop.it

Ability MyCite : c’est le nom de cette pilule dont la substance active est l’aripiprazole, un antipsychotique administré en cas de schizophrénie, de trouble bipolaire (épisodes maniaques) et de dépression (traitement complémentaire).

Le Quotidien du Médecin explique le principe. « Lorsque le médicament est ingéré, le capteur envoie un message à un patch collé sur la peau, qui à son tour transmet l’information à une application mobile.

En consultant son smartphone, le patient, un aidant ou un médecin peuvent accéder à ces données ».

L’intérêt ?

Chez un patient qui risque de se trouver en situation de confusion, il est important de s’assurer que le médicament soit administré à heure et à temps, afin que le traitement donne son plein effet.

La Food and Drug Administration (FDA), l’autorité sanitaire américaine, indique que ce procédé n’est pas destiné, pour le moment, aux patients souffrant de démence ou pour un usage pédiatrique.

La question consiste à savoir si ce médicament améliore effectivement l’observance, et le cas échéant si le procédé pourrait être étendu à d’autres indications ...

 


Via France Silver Eco
more...
France Silver Eco's curator insight, February 3, 3:06 AM

Les autorités de santé américaines ont approuvé un médicament intégrant un capteur, qui indique si le comprimé a bien été avalé.

Rescooped by Pharmacomptoir / Corinne Thuderoz from Social Media and Healthcare
Scoop.it!

4 Steps Healthcare Providers Should Take Before Using Social Media for Business 

4 Steps Healthcare Providers Should Take Before Using Social Media for Business  | Healthcare & Social Media | Scoop.it

Regularly posting quality content to social media profiles like Facebook, Twitter, and Google+ is key to growing your online reputation. However, getting started with social media for business can be daunting, particularly for healthcare providers who must be careful not to violate HIPAA laws.

Here, we share a few steps you should take before using social media to promote your healthcare practice online.

Talk to Your Staff About Social Media for Business

According to Pew Research Center, nearly 70% of all U.S. adults used at least one social media site in 2016. That number could be even higher today. This means it’s likely that some or all members of your office staff use social media for personal enjoyment and are familiar with how the different sites work.
This is good, as you won’t have to spend time teaching people basic tasks like how to publish a post or create a photo album. However, you will have to teach them that social media best practices for business often differ from how they use social media personally.

Most importantly, you should emphasize that every action they take on your practice’s social media profiles is a reflection of the practice. Therefore, they should never do anything that does not jive with your practice mission or brand.

Ensure Your Staff Understands HIPAA Regulations

You and your staff know not to reveal protected health information, and yet healthcare providers have been known to reveal patient information online, often in reply to negative reviews or feedback.

To keep yourself and your practice safe from legal violations, you should thoroughly review HIPAA regulations with your staff. And before you publish any content on social media, always make sure:

  • Content does not divulge any protected health identifiers, including name, address, birth date, telephone number, and so on;
  • patient information does not appear in photos;
  • and patients are not tagged or photographed without express written consent approved by your attorney.

HIPAA privacy guidelines might scare some healthcare providers away from social media, but you have nothing fear as long as you abide by the rules and your staff does, too. And if you’re ever unsure of whether something violates HIPAA, play it safe and leave it out.

Create a Social Media Style Guide

Whether you have one person or multiple staff posting to your healthcare practice’s social media profiles, updates should seem as if they’re coming from one person. To do this, you should create a style guide that outlines exactly how posts look and read.

Your style guide should:

  • explain overall tone,
  • discuss the use of contractions and other informal language conventions,
  • and show where to use links and hashtags.

When creating your style guide, it is helpful to include examples of what to do and what not to do. The more clearly you demonstrate exactly how you want your posts to look and sound, the easier it will be for your staff to follow instructions.

Designate a Social Media Lead

More than one person can be given access to your practice’s social media profiles; however, you should designate a single person to serve as project lead. This person will read all posts before publishing to make sure they follow brand guidelines and do not contain any grammatical, punctuation, or factual errors. They will also be responsible for engaging with people who comment on posts or send direct messages.

Look for a team member with:

  • extensive knowledge of the terms and conditions of each platform,
  • excellent writing skills,
  • a proven track record with your practice,
  • a deep understanding of your healthcare practice brand,
  • and strong knowledge of HIPAA regulations.

Via Plus91
more...
No comment yet.
Scooped by Pharmacomptoir / Corinne Thuderoz
Scoop.it!

Données de santé : la France à la traîne dans le suivi des malades

Données de santé : la France à la traîne dans le suivi des malades | Healthcare & Social Media | Scoop.it
Alors que le big data en santé explose, le recueil et l'exploitation des données sur les patients « en vi
more...
Euris's curator insight, January 15, 8:00 AM
Alors que le #bigdata en santé explose, le recueil et l'exploitation des données sur les patients « en vie réelle » laisse à désirer.
Scooped by Pharmacomptoir / Corinne Thuderoz
Scoop.it!

Three trends to make healthcare more personalized

Three trends to make healthcare more personalized | Healthcare & Social Media | Scoop.it
As demographic shifts force wholesale economization, technology could be healthcare's best hope for the future. 
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Social Media and Healthcare
Scoop.it!

How health care organizations prove ROI through digital marketing

How health care organizations prove ROI through digital marketing | Healthcare & Social Media | Scoop.it

In the past, health care organizations relied on doctor referrals and inefficient mass advertising to reach potential patients.

Today, it’s possible to tie the procedures booked and the income earned to specific campaigns. You can glean digital data from apps and the internet—and even from billboards and print ads.

A new tip sheet from Ragan Communications and Blackbaud, “Digital Marketing Musts for Health Care Communicators,” offers ways to track your return on investment. The free download offers tips and tactics for making the most of your marketing campaigns.

Modernize your marketing, and you’ll no longer have to speculate which campaign or communications effort brought in a patient. Learn from experts at Mayo Clinic, Riverside Healthcare and others how to capture data and tie your marketing efforts to the bottom line. There are ways to serve the needs of your patients—and your marketing requirements—and do it all ethically.

“Health care is one of those unique industries where there’s a lot of data,” says Adam Brase, chair of marketing at Mayo Clinic, “but we have to be careful how we collect data, and how we use that data to better serve our customers and our patients.”

Multifarious methods

The tip sheet covers a range of ways you can find out where you are getting the most for your marketing dollars.

Hospitals have something valuable to offer—medical expertise. If you provide useful information, your grateful audience will provide data in exchange. Find out how to do this.

 

“You have to give them something of value, so they will give you their email address,” Ujjainwalla says.

By next year, two-thirds of interactions with health care facilities will occur by mobile devices. That makes apps an increasingly important means of reaching and engaging with potential patients.

Mayo Clinic’s main application provides strong engagement with offerings that range from an appointments function to useful content. Learn what kind of content keeps people coming back time and time again.

Many organizations struggle with proving the ROI for print and billboard advertising. There’s a simple way to gather that data, enabling you to trace incoming patients right down to the street corner where they first saw your ad.

Brand journalism can play a part. Riverside Healthcare in Kankakee, Illinois, launched a stroke campaign that included blog posts, videos with specialists, Facebook posts and other elements, says Judy Pretto, manager of marketing and communications.

“This is about planting the seed for when the need is there,” Pretto says.

From cultivating advocates to customer relationship management systems, from Google AdWords to harnessing the data of website searches, find out how other health care organizations are making the leap to smart marketing.


Via Plus91
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Les actualités du GIE GERS - Groupement pour l'Elaboration et de Réalisation Statistiques
Scoop.it!

Quelle relation soignant/soigné à l’horizon 2030 ? #hcsmeufr #esante #msante #telemedecine #BigData

Quelle relation soignant/soigné à l’horizon 2030 ? #hcsmeufr #esante #msante #telemedecine #BigData | Healthcare & Social Media | Scoop.it
M-santé, télémédecine, big data et robotique changent la donne…A quoi ressemblera la médecine de demain et comment les relations entre patients et professionnels de santé en seront impactées ? C’est ce qu’a cherché à comprendre la société SiteSantéMédecine dans une récente enquête. Gros plan sur ses principaux enjeux.

Via GIE_GERS
more...
GIE_GERS's curator insight, December 6, 2017 12:31 PM

M-santé, télémédecine, big data et robotique changent la donne…A quoi ressemblera la médecine de demain et comment les relations entre patients et professionnels de santé en seront impactées ? C’est ce qu’a cherché à comprendre la société SiteSantéMédecine dans une récente enquête. Gros plan sur ses principaux enjeux.

Rescooped by Pharmacomptoir / Corinne Thuderoz from Connected Health & e-Pharma
Scoop.it!

#ESANTE Transformation numérique de la santé: "il faut impérativement dépasser la technocratie" (Gilles Babinet @babgi‏) #hcsmeufr #TransfoNum

#ESANTE Transformation numérique de la santé: "il faut impérativement dépasser la technocratie" (Gilles Babinet @babgi‏) #hcsmeufr #TransfoNum | Healthcare & Social Media | Scoop.it
Le représentant de la France auprès de la Commission européenne sur le numérique, Gilles Babinet, a insisté sur l'impératif de "dépasser la technocratie" et le "fractionnement" du système de santé pour réussir la transformation numérique du secteur, à l'occasion des premières Rencontres prévention santé organisées le 15 mai à Paris par la Fondation d'entreprise Ramsay-Générale de santé.

Via GIE_GERS, Lionel Reichardt / le Pharmageek, Antoine POIGNANT, MD
more...
GIE_GERS's curator insight, May 24, 4:25 AM

Le représentant de la France auprès de la Commission européenne sur le numérique, Gilles Babinet, a insisté sur l'impératif de "dépasser la technocratie" et le "fractionnement" du système de santé pour réussir la transformation numérique du secteur, à l'occasion des premières Rencontres prévention santé organisées le 15 mai à Paris par la Fondation d'entreprise Ramsay-Générale de santé.

Rescooped by Pharmacomptoir / Corinne Thuderoz from 6- HOSPITAL 2.0 by PHARMAGEEK
Scoop.it!

Hospitals may soon have to post prices for patients online

Hospitals may soon have to post prices for patients online | Healthcare & Social Media | Scoop.it
Hospitals may soon have to post their standard prices for patients online, under a proposed rule unveiled Tuesday by the Trump administration.

Via Art Jones, Lionel Reichardt / le Pharmageek
more...
Art Jones's curator insight, April 27, 3:22 PM

Will making prices available for all to see empowers patients to consider cost vs. benefit before selecting a hospital?  Will this initiative force hospitals to become price competitive and lower overall cost of healthcare in hospitals?

 

Only time will tell what the impact of posted prices at hospital will be.

Rescooped by Pharmacomptoir / Corinne Thuderoz from Les actualités du GIE GERS - Groupement pour l'Elaboration et de Réalisation Statistiques
Scoop.it!

L'assurance maladie #CNAM propose des tarifs de #télémédecine pour une généralisation en septembre 2018 #Esante #hcsmeufr 

L'assurance maladie #CNAM propose des tarifs de #télémédecine pour une généralisation en septembre 2018 #Esante #hcsmeufr  | Healthcare & Social Media | Scoop.it
Premier site français d’information en continu sur les technologies de l’information et de la communication (TIC, NTIC) dans la santé

Via GIE_GERS
more...
GIE_GERS's curator insight, April 25, 3:20 AM

Dans le cadre des négociations conventionnelles, l'Union nationale des caisses d'assurance maladie (Uncam) a apporté le 19 avril une série d'assouplissements au projet d'avenant relatif à la télémédecine, concédant notamment d'ouvrir la téléconsultation à l'ensemble des patients dès septembre

Rescooped by Pharmacomptoir / Corinne Thuderoz from Social Media and Healthcare
Scoop.it!

A Boston hospital turns patients into digital customers

A Boston hospital turns patients into digital customers | Healthcare & Social Media | Scoop.it

Brigham and Women's Hospitals learns how to treat consumers as customers and develop the web expertise that turns them into loyal shoppers.

 

Healthcare companies, especially insurers and hospitals, can learn some key lessons from online retailers.

Namely, healthcare organizations must learn how to treat consumers as customers and develop the web technology and e-commerce expertise that turns them into loyal shoppers, says Brigham Health medical director for telemedicine Dr. Adam Licurse.

In a new article for the Harvard Business Review, Licurse writes that healthcare organizations can learn from retailers and others how to treat consumers as their best online customers.

“Like banks, airlines and retailers, healthcare providers will need to offer an easy, digital front-end experience to their customers,” Licurse says. “This isn’t just about building fancy new websites, but undertaking true care redesign: becoming adept at delivering high-quality, cost-effective virtual care through telehealth and digital tools.”

The learning curve for turning insurers and hospitals into more digitally driven organizations engaged with customers is steep, Licurse writes. For example, retailers know how to build and operate e-commerce systems that give customers options to research and buy products online in a way that’s easy and convenient, he writes. “Retailers know they have to find the right blend of digital convenience and in-person service,” Licurse says.

ADVERTISEMENT
Like banks, airlines and retailers, healthcare providers will need to offer an easy, digital front-end experience to their customers.
 
 
Tweet This

Health insurers build and operate websites with self-service tools that plan members use to buy insurance and manage their benefits once they have coverage. Likewise, hospitals and health systems have web sites and digital programs built around patient care for within the walls of the hospital or physician offices, Licurse says.

But just as retailers learned consumers want to use the web and e-commerce to shop when they want and how they want, healthcare organizations need to learn the same lesson or risk losing customers or market share.

“Healthcare providers, like retailers and other traditionally in-person businesses, need to prepare for a future where technology companies, focused solely on delivering care virtually, increasingly meet the needs of patients more conveniently and efficiently,” Licurse writes. “Providers can either cede market share and volume to these companies, or beat them at their own game by scaling their own virtual care services.”

At Brigham and Women’s Hospital, which is adjacent to Harvard Medical School and with Massachusetts General Hospital operates Partners HealthCare, the largest healthcare provider in Massachusetts, the health system is borrowing web marketing tactics from retailers to grow its digital healthcare program, he says.

In 2015 the hospital began outfitting provider offices and training doctors and other clinicians on how to do video office visits via telehealth and do remote patient monitoring. Brigham and Women’s first focused on finding patients who would not need to come into an office for care but could instead be treated through telehealth. Next the hospital chose proactive providers willing to open up their schedule to see patients online and surveyed patients after their telehealth visit to measure customer satisfaction, Licurse says.

ADVERTISEMENT

Of 600 initial video doctor visits, 97% of patients were satisfied with the experience and would recommend the program, Licurse writes. 74% of patients also noted the telehealth visit improved their relationship with a Brigham and Women’s provider and 87% of patients said they would have needed to come into an office to see their doctor in person if it weren’t for the virtual visit, Licurse says.

In his article, Licurse writes he used Brigham and Women’s telehealth program as an example of how healthcare insurers and providers can use web technologies and digital marketing from retailers and other customer-facing industries to focus on consumers as customers and not just as patients and plan members.

“Strategic decisions providers make today will determine how ready they will be for a future where patients expect their healthcare to be as seamless as online shopping, if they are to remain loyal,” he writes.

Keep up with latest coverage on digital healthcare by signing up for Internet Health Management News today.


Via Plus91
more...
No comment yet.
Scooped by Pharmacomptoir / Corinne Thuderoz
Scoop.it!

Uber veut que votre médecin commande un véhicule pour vous emmener à votre prochaine consultation

Uber veut que votre médecin commande un véhicule pour vous emmener à votre prochaine consultation | Healthcare & Social Media | Scoop.it

Uber a annoncé le lancement d'Uber Health, un service qui permettra aux cabinets médicaux de commander un véhicule pour leurs patients.
Ce n'est pas un système de remplacement des ambulances, mais plutôt une manière pour les patients d'être à l'heure à leur rendez-vous.

more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from GAFAMS, STARTUPS & INNOVATION IN HEALTHCARE by PHARMAGEEK
Scoop.it!

Apple and Amazon’s moves in health signal a coming transformation  #hcsmeufr #esante #digitalhealth

Apple and Amazon’s moves in health signal a coming transformation   #hcsmeufr #esante #digitalhealth | Healthcare & Social Media | Scoop.it

THE past decade has seen the smartphone become a portal for managing daily life. Consumers use their pocket computers to bank, buy and befriend. Now this array of activities is expanding into an even more vital sphere. Apple has spent three years preparing its devices and software to process medical data, offering products to researchers and clinical-care teams. On January 24th it announced the result. The next big software update for its iPhone will include a feature, Health Records, to allow users to view, manage and share their medical records. Embedded in Apple’s Health app, the new feature will bring together medical data from participating hospitals and clinics, as well as from the iPhone itself, giving millions of Americans direct digital control of their own health information for the first time.

Apple’s fellow tech giants are also on the march into medical services. On January 30th Amazon announced a partnership with Berkshire Hathaway and JPMorgan Chase to create a not-for-profit health-care company for their own employees that promises to employ technology to provide cheaper care than conventional health insurers offer. For the past year, the e-commerce giant has also been exploring a venture to use its logistical prowess to start selling drugs online.

Alphabet, Google’s parent, has just launched a third health-care firm, Cityblock Health, to operate alongside Verily, a subsidiary based in San Francisco, and DeepMind Health, an arm of its London-based artificial-intelligence (AI) firm (a fourth company, Calico, is working to extend human lifespans, but does not provide health-care services). Alphabet already claims to be able to use AI to predict possible deaths of hospitalised patients two days earlier than current methods, for instance, allowing more time for doctors to intervene. Facebook and Microsoft are preparing to add health care to their core businesses of social networking and software.


Via Dominique Godefroy, Lionel Reichardt / le Pharmageek
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from E-Santé, M-Santé, Télémedecine, Applications, Objets connectés, Intelligence artificielle
Scoop.it!

L'ordre des médecins publie un livre blanc sur les data et l'intelligence artificielle

L'ordre des médecins publie un livre blanc sur les data et l'intelligence artificielle | Healthcare & Social Media | Scoop.it
Le Conseil national de l'ordre des médecins (Cnom) a publié la semaine dernière un livre blanc ainsi que 33 propositions pour "soutenir le développement d'une société numérique au service des soignants et des patients".

Dans ce livre blanc de 72 pages, intitulé "Médecins et patients dans le monde des data, des algorithmes et de l'intelligence artificielle", l'institution aborde l'impact actuel et futur des nouvelles technologies pour l'exercice de la médecine, pour la formation initiale et continue des médecins, pour la recherche médicale et pour la place des patients dans le système de santé.

Les auteurs estiment que si la médecine ne pourra pas se passer de l'humain, elle devra faire une place au numérique. "Les algorithmes et l'intelligence artificielle seront nos alliés, comme un apport essentiel pour l'aide à la décision et à la stratégie thérapeutique" ainsi qu'à la recherche médicale, écrivent-ils.

Via Vigipharm
more...
Jean-Christophe Lévêque's curator insight, February 5, 4:54 AM

Le conseil National de l'Ordre des Médecins (CNOM) a publié un livre blanc avec 33 propositions pour mieux intégrer le numérique dans la vie des soignants et des patients. L'humain reste central dans ce dispositif. #MBAMCI #hcsmeufr #esanté

Rescooped by Pharmacomptoir / Corinne Thuderoz from Actus santé, médecine, innovations
Scoop.it!

Google, Amazon, Facebook, Apple : quels sont leurs projets dans la santé ?

Google, Amazon, Facebook, Apple : quels sont leurs projets dans la santé ? | Healthcare & Social Media | Scoop.it

Amazon s’est associé à deux grandes entreprises américaines, Berkshire Hathaway et JPMorgan Chase, pour créer une assurance santé commune à destination de leurs salariés. Ce n’est pas la première incursion d’un GAFA dans le monde de la santé. Récapitulatif de leurs initiatives.

Via Rémy TESTON, Coralie Bouillot
more...
Coulmain Thierry's curator insight, February 2, 3:51 AM

Une infographie concise

Senior, Personnes Agées & Silver Economie's curator insight, February 6, 3:07 AM

Les GAFA à l'assaut de l'univers de la santé

Euris's curator insight, February 6, 4:16 AM
Share your insight
Rescooped by Pharmacomptoir / Corinne Thuderoz from 694028
Scoop.it!

9 Examples of Digital Medication and Smart Pills

9 Examples of Digital Medication and Smart Pills | Healthcare & Social Media | Scoop.it
Now that the world's first digital medication has been approved, we wanted to take a look at other smart pills and electronics you can swallow. 9 examples.
Via Philippe Marchal, 694028
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Buzz e-sante
Scoop.it!

CES 2018 : quelles innovations en santé ? Part. 1

CES 2018 : quelles innovations en santé ? Part. 1 | Healthcare & Social Media | Scoop.it
Du 9 au 12 janvier se déroule le grand show de l’innovation à Las Vegas : le CES. Tour d’horizon des premières annonces dans le domaine de la santé.

Via Rémy TESTON
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Digital Pharma news
Scoop.it!

Digital Marketing in Pharma Industry: A Complete Guide

Digital Marketing in Pharma Industry: A Complete Guide | Healthcare & Social Media | Scoop.it

Prior to booking an appointment:

 

77% of patients used search83% used hospital websites54% used health insurance company sites50% used health information sites26% used consumer-generated reviews

( Source: Google’s Report on The Digital Journey to Wellness: Hospital Selection )

Digital Marketing should now be part of your overall marketing strategy, no matter which industry you are in. As you might have guessed from above, it is true for Pharma Industry as well. Digital marketing in pharma industry has already picked up and starting to transform the Pharma and Healthcare industry in the ways it has already transformed retail, media, banking, airline, telecom and education industries.

Digital Patient Journey

Pharma companies and its executives have realized the potential and the disruption it can bring-in the pharma sector and have already started making use of and experimenting with the wide range of armaments available in Digital Marketing.

Trends that make Digital Marketing Imperative for Pharma Companies

Today’s generation turns to internet and social media for almost everything in their lives, health topics would be no surprise. However, there are certain trends which are acting as driving force to make Digital Marketing for Pharma companies a must-have.

Let’s look at such key trends:

 

Patients are becoming more aware, more engaged and have more expectations

Historically, the patients have had a much passive role when it comes to their own health treatments. They would simply go and meet the doctor and rely on the medicines prescribed by her and start the treatment. This is because they have very little to no information about the treatment options, drugs on the market and the experience of other patients.

With digitization, before meeting a doctor, the patient researches everything about the disease – its symptoms, diagnosis, possible cures etc and has already interacted with other patients. Patients are also more and more aware of their rights and have high expectations from the service providers and the product companies alike.

 

More information is available about product performance and even the process

Traditionally, pharma companies controlled all the information regarding their products – and they would also control release of this information. They usually used to release this information on need basis (e.g. required by regulators).

The digitization has weakened the control that pharma companies had on information. There is abundance of information available online – people search online for solutions to all of their daily problems. Health problems are no exceptions. Patients share their experiences with drugs, doctors and companies online, which are available for other patients to see. Therefore, in this digital age, patients are increasingly less dependant on their doctors for advices. Instead they rely on plethora of information available online, on mobile apps and they use monitoring devices (e.g. fitbit) and monitoring apps too.

“Two-thirds of people believe they could be making more decisions about personal health and wellness on their own.”

– A survey conducted by Ipsos in collaboration with the National Council on Patient Information and Education and Pfizer, 2015, multivu.com.

Role of Digital Age in Pharma and Healthcare Sector

This number would only have gone up since 2015. Patients are increasingly turning to internet and social media not for supplemental information to add to what they got from doctors and pharma companies but as first source of information.

 

Process efficiency is improving exponentially

Process efficiency is going up across industries with data analytics and automation of complex decisions, in turn improving agility, responsiveness, accuracy and quality of business processes. Pharma industry is no exception, they would also need to apply next-generation technologies to stay in the game.

 

Tailored personalized care

With increased expectations from the whole eco-system, users not only want but rightfully expect personalized care. They are able to get personalized solutions – be it grocery shopping, electronics shopping, spa – salons, banking services, online trading services, telecom services, airline companies and a lot more.

Users expect the same from pharma companies as well. “Patient First” has become the war cry for pharma and healthcare companies, in line with Customer First for other traditional sectors.

Pharma companies can provide personalized care through the right usage of digital services, sensors, tech-enabled devices and through processing the data collected by these. This makes a really strong case for digital marketing in pharma industry.

 


 

 

Multi-channel engagement between patients and doctors

The patients are already starting to use online portals to access their medical records and to interact with their doctors. Patients are starting to use apps to fill forms online and engage with other patients in the online communities.

All of this opens up a whole new set of mediums for pharma and healthcare companies to interact with patients and other users. Using these mediums, the pharma and healthcare companies, through their sales representatives, patient-services teams and other teams, can monitor and influence patients, doctors and other healthcare professionals online through apps, social media, mobile phone messages/notifications and even in person.

Going forward, 24/7 anytime anywhere virtual healthcare is going to become a norm. Leading indicators of such norms can be seen by the developments in the early adopters of technologies.

The US Department of Defense is testing robots to engage and screen soldiers for post-traumatic stress disorder (PTSD) –

“The military is building brain chips to treat PTSD,” Defense One, May 28, 2014, defenseone.com.

United kingdom has ambitious plans to halve the number of outpatient appointments with use of skype consultations. Follow-up advice and prescription would be sent by email.

We believe that these futuristic steps may face some teething problems, but these are definitely the way of times to come.

Image: Digital Marketing in Pharma and Healthcare Sector

 

Don’t just provide drugs, provide full service and better sales practices

A pharma or a healthcare company, like any other profit making business, would want their customers to come back to them whenever they need these services. The companies have to go the extra mile and provide full service support – before (decision making process), during and after sale of product/ service. The idea is to engage the customer during the full process and keep her engaged afterwards, like a personalized healthcare solution provider. Digital marketing is poised to play key role in this arena for the pharma and healthcare sector.

 

Timely and accurate feedback for R&D

Use of digital technologies provides real-time feedback from the whole value-chain including the end-consumer to pharma and healthcare companies. It cannot be stressed enough, how important is that to their research & development centers. In effect, what I am saying is, digital marketing is going to help pharma companies in their R&D, and in turn will lead to better products and solutions for all of us. Also, it is likely to make the R&D expenditure for the pharma companies much more efficient.

And the seamless information flow will help the supply chain management better as well (remember the beer game?). The pharma companies can better predict demand and supply, security of their drugs and vendor/partner performance.

 

Better management of Risk and Compliance functions: Monitor risks and better allocation of resources to manage the same in real-time

The real time feedback from the whole supply chain and end-users, provides the pharma and healthcare companies the capabilities to monitor risks in real time. This in turn enables them to respond in real time by optimizing resource allocation to different activities.

 

Tech-enabled Competitors are Marching in

There was a time when information and insights into clinical pathways and patient’s histories were available only in the traditional healthcare establishment – in the paper records of healthcare providers. These used to remain in the clutches of pharma companies.

Today, the big technology giants such as IBM, Apple and many new startups are making in-roads into the healthcare segment. These new players engage with the patient through digital mediums – apps, fitness and health devices, online forums, video channels, live sessions etc.

Tech Wearables’ Onslaught

They continuously collect data from their users, such as health records, drug purchases, health insurance premiums and claims etc. Then they use advanced data analytics to deliver personalized and precise medical assistance.

Pharma companies will have to tackle the competition arising from these new players. They will either have to create these capabilities themselves or collaborate with some of the new players, or think out-of-box to maintain the leadership position.

Thus, both the customers and the healthcare value chain partners as a whole are moving towards digital – finding solutions/ options online, engaging with other patients/ doctors online. The traditional medical seminars, conferences, magazines and meet-up are evolving too with changing times.

Digital marketing is going to provide the edge required to stay ahead in the race, for pharma and healthcare companies.


Via Plus91, Rémy TESTON
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from Buzz e-sante
Scoop.it!

Social Media Influencers in Healthcare and Pharma

Social Media Influencers in Healthcare and Pharma | Healthcare & Social Media | Scoop.it

What exactly is a social media influencer?

A social media influencer is a person who has built a reputation as being a credible source of information online.

Social media influencers build relationships with their readers and followers that lead to engagement.And social media influencers hold sway with their readers and followers when it comes to making buying decisions in their particular niche or community.

But do social media influencers play the same kind of role when it comes to healthcare and pharma? Let’s take a look.

 

Quantifying social media influencers’ impact on awareness and sales

Social media influencers can be found on every social media platform. – Source

 

Looking to social media influencers for advice makes sense when you’re shopping for fashionable jeans, your next great vacation, or even inspiration for your fitness regime. Most retail brands agree.

According to the research firm L2 Gartner, 70% of retail brands are working with influencers through Instagram partnerships. Why Instagram? Because 72% of Instagram users say they’ve made a purchasing decision based on something they saw there.

Only friends and family hold more sway than social media influencers in the purchasing decision. – Source

 

The PR and content agency, Good Relations, conducted a survey of 1,000 consumers. In their

Good Influence Survey 2017, they found that 57% of those surveyed bought something solely on the recommendation of a social media influencer. Only friends and family had more sway (83%) regarding purchasing decisions.

When looking at which segments were most important to consumers by age, they found:

18-24 year olds were most interested in what social media influencers had to say about entertainment, retail, and tech;35-45 year olds focused mostly on food; andThose over 45 focused on health and travel.

While health may not be at the top of everyone’s list of interests, there is plenty of evidence that when faced with a health issue people turn to the internet and social media for information. Studies by Pew Research Center and PwC Health Researchfound that:

35% of adults in the US have gone online specifically to “figure out” some medical condition.16% of internet users went online in the last year to find others who might share the same health concerns.Nearly 90% of people in aged 18-24 (i.e., millennials) would trust health information or engage in health activities found on social media.

Health and its related topics are part of the mix for all age groups when it comes to social media.

 

The unique social media influencer landscape for healthcare and pharma

Certain aspects of healthcare and pharma (among them government regulations) have traditionally presented marketers with a challenge when trying to connect with their target audience.

Now with the vast majority of people turning to the Internet for health information, the way people shop for healthcare and pharma is beginning to resemble retail.

Significant numbers of people look for info about patients’ experiences online – Source

 

Social media is having an impact on the doctor-patient conversation. By sharing information and experiences, social media influencers shape the expectations and questions their followers have for their doctors. But their impact isn’t limited to the doctor’s office and the pharmacy counter.

Social media influencers are also having an impact on B2B companies. With their mentions of cutting edge technologies and services not directly available to the consumer social media influencers are creating expectations and building demand among patients that can only be addressed by payers, insurers, and providers. 

Social media influencers come from many different walks of life. – Source

 

Professionals, advocates, and patients replace tastemakers

As people search online for information related to their health concern they are finding the mix of social media influencer for healthcare and pharma differs from the retail space. Instead of tastemakers, healthcare and pharma social media influencers include industry experts, researchers, policy makers, medical professionals, advocates, and patients.

Some of these social media influencers base their insights on professional experience and formal education. For others their insights are based on personal experience and independent study.

 

Regulatory restrictions shape social media influence in healthcare and pharma

Another thing that distinguishes social media influencers for healthcare and pharma is the regulatory restrictions they face. In addition to the FTC’s disclosure requirements, some communications about pharma and medical devices are subject to FDA guidance.

Earlier this year, Kim Kardashian faced push back on an ongoing campaign for Diclegis that generated an FDA warning letter two years ago. Operating in a regulated industry, it’s understandable that some brands and social media influencers are concerned about the negative consequences of a poorly conceived or poorly executed campaign.

Brands and social media influencers can navigate these dangers by practicing transparency and authenticity, along with always complying with regulatory requirements.

 

Facebook is the most popular social platform among patient influencers

While Instagram is the dominant channel for retail social media influencers, many health industry expert, researcher, policy maker, and medical professional social media influencers can be found on Twitter.

WEGO Health found that patients and caregivers identified Facebook as their top channel for sharing information about health-related topics.

Patients and caregivers prefer Facebook for health information. – Source

 

Health agencies now recognize the positive impact of social media’s influence

National and transnational health agencies have gone beyond recognizing the impact of social media to encouraging its use to provide health education and emergency notifications. Both the CDC and WHO formally recognize the potential for social media, and presumably social media influencers, for reaching underrepresented and hard-to-reach communities and individuals.

 

Social media provides opportunities to do more by doing good

When used as an educational platform, social media presents an opportunity for social media influencers to do more than encourage people to buy a product or service. It presents healthcare and pharma social media influencers with the opportunity to do good and improve lives.

Doing good can mean reaching out with a health awareness campaign like #AdvocateForArthritis, or soliciting donations to pay for healthcare and supplies when disaster hits, or  recruiting underrepresented patient groups for drug trials.

Social media influencers can do more than influence buying decisions, they can help those in need. – Source

 

Engaging social media influencers in healthcare and pharma for bigger impacts

 

 The traditional social media influencer engagement models are familiar

When establishing a social media influencer program, most marketers think of inviting influencers to the program/campaign and events, providing influencers with gifts or benefits, co-creating content, and providing influencers with financial compensation for their promotional efforts. These are the traditional way of engaging the services of an influencer.

 

Today’s social media influencer engagement model has expanded

At its 2017 Influencer Marketing Huddle, Onalytica identified seven main engagement models for brands working with social media influencers. Not all of these models are generally recognized.

Not all social media influencer engagement models are widely recognized. – Source: Onalytica

 

Within these seven models, social media influencers can act as an advocate for the health issue or condition that they care about. Acting as an advocate drivers deeper relationships. L2 Garner reports, advocate influencers generate the strongest relationships with an 8% rate of engagement as compared to celebrities that generate a 1.6% rate of engagement.

Let’s break down each of the seven models to better understand the role of social media influencers:

 

Model #1: Community engagement

By following and engaging with healthcare and patient communities online, brands have an opportunity to listen as well as share their message.

Start with social listening. Listen for topics and issues that are important to your customer. Listen for more than mentions of your and your competitor’s brand. Listen for how your brand and industry are regarded by the community. Use what you learn to inform your message. And find ways to address your customer’s concerns.

With 20% of consumers online joining social media forums or healthcare communities, these communities provide plenty of opportunity to share information and support in a targeted manner. Among people with chronic conditions, 25% turn to social media to find people facing similar health issues, many find them in healthcare communities.

Community engagement may even help you find your ideal social media influencer to partner with.

People are using social media to find information about and support for health issues. – Source

 

Model #2: Employee advocacy

When social media influencers are matched with internal SMEs and evangelists the result can be highly engaging, informative media. Hospitals are making use of Facebook Live to produce must-see TV with patient social media influencers.

The NICU department of Children’s Hospital of Wisconsin partnered with a preemie mom to broadcast the story of #BabyMadeline – Source

 

Children’s Hospital of Wisconsin partnered a preemie mom with SMEs from their NICU to broadcast the story of #BabyMadeline on Periscope. Over three days the project generated 994 total viewers. These results convinced Children’s Hospital to continue broadcasting. They now broadcast demonstrations and Q&A sessions via Facebook Live generating organic views in the four figures and organic reach in the five figures.

The Children’s Hospital of Wisconsin has generated impressive reach with its Facebook Live broadcasts. – Source

 

Model #3: Invite influencers to your event

Inviting social media influencers to your event is one of the most traditional ways to engage with influencers.

Having a notable person in attendance adds a spark to the event, both while it’s happening and afterward. An opportunity to meet and take a photo with a notable person adds excitement for those at your event. After the fact, your event will likely receive continued mentions in social media, both in the influencer’s and your attendees’ feeds.

 

Model #4: Create influencer generated content

People put more trust in user generated content (UGC) than content created by a brand. By extension, influencer generated content (IGC) is also more trusted.

One of the most successful ICG campaigns ever was the ALS ice bucket challenge. Once the former Boston College baseball player and ALS patient Pete Frates took the challenge and shared it on YouTube the campaign took off like wildfire. Eventually, it raised $115 million for the ALS Foundation.

The advantage ICG campaigns have over UGC is two-fold. First, influencers are reliable leaders in their communities. They already have a built-in audience who is engaged in their niche. And second, an ICG lends itself better to coordination. It’s easier to stay on-message when working with a particular influencer instead of leaving the campaign to spread organically.

People put more trust in content created by users. – Source

 

Model #5: Invite influencers to your program

Inviting an influencer to your program in a defined role, like brand ambassador, is another traditional approach to engagement.

This approach establishes a formal relationship between your brand and the influencer. Depending on how you define the program the influencer can be called upon to make appearances, create and share content, or something else. Because the association is so explicit, it’s important to have a good fit between the brand and its message and the influencer and their image.

 

Model #6: Gifting/benefits

Many brands provide influencers with gifts with the expectation that the influencer will share something good about the brand with their audience. Such gifts can include swag or a trial version of their product or service.

This can be a bit of a risky approach. There’s no guarantee that the influencer will share anything about the brand or product with their audience. And there’s no guarantee that what they share will be positive. It’s prudent to be clear about expectations up front.

 

Model #7: Financial compensation

Finally, a brand can simply hire an influencer outright and pay them for their efforts. This financial compensation can be in exchange for making appearances, generating and sharing social media content, participating in focus groups, or any number of activities aimed at promoting your brand.

This model of engagement can be akin to hiring a spokesperson. And just as with working with a spokesperson, the relationship with the social media influencer must be disclosed.

 

Some cautions that apply when working with social media influencers

Regardless of the engagement model used, brands see a clear benefit to engaging with social media influencers when it results in their message being amplified and followers making purchases.

Don’t lose sight of the fact that working with social media influencers needs to be a two-way relationship. Both the brand and the social media influencer need to benefit in some way.

Also, whenever social media influencers and brands enter into a relationship they are required by the FTC to clearly and conspicuously disclose that relationship.

 

The impact of social media influencers is being felt in healthcare and pharma

With social media influencers freely sharing their experiences and knowledge online, their followers are demanding more from their healthcare providers. The nature the conversation between doctors and patients has changed.

We’ve also seen indications that healthcare and pharma are moving toward a purchasing model that is more like retail. Patients now research their options for and make decisions about healthcare providers and medical treatments based on what they learn in social media.

Perhaps it isn’t surprising that national and transnational health agencies are actually engaging in social media to influence people’s health now that they’ve seen the benefit.

Looking ahead, social media platforms will continue to evolve. Ten years ago Instagram didn’t even exist. But it’s unlikely that social media influencers will ever go away completely, not even in healthcare and pharma.


Via Plus91, Rémy TESTON
more...
No comment yet.
Rescooped by Pharmacomptoir / Corinne Thuderoz from E-HEALTH - E-SANTE - PHARMAGEEK
Scoop.it!

Dans la santé, Watson, l'IA d'IBM, doit encore faire ses preuves #hcsmeufr #esante

Dans la santé, Watson, l'IA d'IBM, doit encore faire ses preuves #hcsmeufr #esante | Healthcare & Social Media | Scoop.it
L'IA destinée à trouver des solutions afin de personnaliser les traitement

Via ESII, Lionel Reichardt / le Pharmageek
more...
No comment yet.