PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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Supply Chain and IoT Risks Pose Healthcare Cybersecurity Challenges, Report Reveals  #hcsmeufr #esante #digitalhealth #hcsmeu #pharma

From securityintelligence.com

Internet of Things (IoT) device protection and supply chain risks have emerged as top healthcare cybersecurity concerns, according to recent research.
Florian Morandeau's curator insight, April 13, 1:39 AM

Healthcare cybersecurity challenges: meet "Internet of Targets"

4 Ways #Pharma Is Using Video Marketing!  #hcsmeufr #esante #digitalhealth #hcsmeu

From www.storyme.com

We're in the age of the digital patient, where 72% of internet consumers educate themselves online for medical information. A while back we talked about picking the right video for the right patient, but now we want to look at why current video marketing trends and pharma are a match made in heaven! Whether it's for pharma marketing, physician-rep communication, or better understanding the human body, video is revolutionizing the pharma industry!

1. Building Your Brand and Community with Video 

Studies show that patients prefer being reached via online channels. Companies who leverage social media to build their brand online are future proofing themselves simply because the value of social video is so high. Johnson & Johnson is a good example of a company using their Facebook page to feature content like parenting tip videos, awareness campaign videos, and lots more. Live streaming events and conferences also keep their community engaged with the latest.

��It's important to remember that some pharma video content for social is restricted by a certain set of regulations and laws.

 User-Generated Content 

��UGC content on YouTube attracts 10x more views than content uploaded by brands.

It may seem strange to talk user UGC and influencers in terms of pharma, but this a trend we’re seeing more of! UGC really helps boost trustworthiness and authenticity. Since health is highly personal, people want to see the human aspect of a treatment or medicine brought to life. Think patient testimonials or real-life people talking about lifestyle changes they’ve made to prevent disease and illness. 

 

 

2. Putting the Healthcare Professional First

��Did you know? Physicians spend 180 minutes per week watching video for professional purposes.

Since physicians have increasingly mobile lifestyles, (especially doctors as part of a larger healthcare system), video fits into this work situation perfectly. More often than not, Pharma reps of medical companies are connecting to healthcare professionals to discuss preventing diseases, recommending treatments and medicines, etc. By communicating with video, they can demonstrate the value of their product, create higher engagement and save the world while they're at it.

 

3. Immersive Video (360/VR) for More Cutting Edge Communication 

�� It's important to keep in mind that storytelling isn't thrown out the window just because the tech is impressive; impactful stories are still vital!

Don't think we forgot about immersive video! 360 video and VR have entered the medical sphere in a big way, allowing for an interactive and deeper understanding of the patient condition and human body. The first person perspective of this type of tech encourages empathy, something crucial for medical professionals. 360 video is being used in medical schools as part of more active learning, as well as at events and conferences.

 

  

 

4. Claiming Thought Leadership

Thought leaders in the medical world who consult for pharma companies are called KOL’s: key opinion leaders. These thought leaders are important in lending credibility to treatments, medications, giving lectures, conducting clinical trials, etc. More and more KOL's are joining video series to raise awareness for treatments and diseases, and advocating for medicine without a pushy intention to sell. 

Something more and more medical companies are doing is leading with altruism. Currently, there are platforms with videos produced by different companies to help patients collect a large amount of information in one place. This is currently a really popular way to reach patients and can be found on YouTube.

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What have pharma companies learned from digital health mistakes?  #hcsmeufr #esante #digitalhealth #hcsmeu

From medcitynews.com

Pharma companies have never had a more positive attitude towards digital health companies. The new CEO at Novartis thinks of the Swiss drug developer as a drug and data science company. Roche has acquired two digital health companies — diabetes management business MySugr and oncology clinical decision support business Flatiron Health. GSK has 25 clinical trials using 17 digital health technologies.

But in the more than four years pharma companies such as Novartis and GSK have spent in building digital strategies that align with their respective brands, they have learned a lot of lessons some of it from failure. Many of these insights are common sense learnings that transcend industries and are particularly relevant to large, international corporations. Some of the knowledge they have gained has arisen from the way they collaborate with technology vendors. A panel discussion at the Eye for Pharma conference in Philadelphia this week illustrated some of those insights. They also included lessons from collaborations with technology companies.

For Andrew Ploszay, head of digital innovation and strategic partnerships at GlaxoSmithKline, there was a disconnect between apps developed to support their products and thinking through whether they were something patients actually wanted.

“I ran digital marketing and operations globally for GSK for a few years. I would say, and pharma is notorious at this stuff, I am extremely bearish on mobile applications. I have spent the last couple of years killing them all around the world at GSK. They were tactics in search of a strategy, not a single value proposition, just a brand manager saying ‘I just want to make some app like a dose calculator’ as if your customer actually was waking up thinking, ‘I needed that.’ Hundreds of apps are doing I don’t know what for anyone.”

Ploszay noted that although the company uses a few apps, it devotes much more consideration to the rationale for developing them based on three criteria: feasibility, desirability and commercial viability.

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FDA’s Role in the New Era of Medtech Collaboration  #hcsmeufr #esante #digitalhealth #hcsmeu

From www.mddionline.com

As the medical device industry begins to embrace a new era of healthcare collaborations and risk-sharing contracts, what role might FDA play in that trend? This was the question MD+DI posed to a senior advisor to the commissioner of FDA, and his answer might surprise you.
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[Infographie] Comment rendre RGPD et email compatibles  #hcsmeufr #esante 

From comarketing-news.fr

Dans un peu plus d'un mois, le nouveau règlement européen sur la protection des données sera officiellement en vigueur en France. Qu'est-ce que cela implique concrètement en terme d'email marketing et de formulaires de collecte pour les marketeurs? Le point en infographie...   Formulaires, opt-in, opt-out,
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Du Paid au Earned Media : quelles évolutions marketing ?  #hcsmeufr #esante

From comarketing-news.fr

Les professionnels du marketing et de la communication ont été particulièrement impactés par le digital avec notamment la montée en puissance des réseaux sociaux et des influenceurs… Avec une palette d’outils qui relèvent aussi bien du Paid, du Owned que du Earned Media, où vont aujourd’hui leurs préférences ?
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L'efficience de Twitter pour le marketing d'influence #hcsmeufr #esante 

From socialmediaoptimization.fr

Nous avions parlé récemment de l'usage de Twitter dans un cadre plus orienté sur la veille. Effectivement le média social de l'oiseau bleu à plusieurs cordes à son arc. Et notamment nous allons l'évoquer au sujet du marketing d'influence
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Bayer-backed study looks at how patients' perceive digital products in care, clinical trials #hcsmeufr #esante #digitalhealth #hcsmeu

From www.mobihealthnews.com

ActiGraph activity monitors and a mobile app from Clinical Ink are are at the heart of a newly announced pilot study backed by Bayer, according to a statement released today by ActiGraph. The ongoing study is evaluating how these digital products and a Bluetooth-enabled weight scale are perceived by patients, and the feasibility of implementing such devices in future clinical trials run by the pharmaceutical company.
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AI. Telemedicine. Quantum. New Novartis Boss Says Tech Will Finally Change The Drug Biz

From www.forbes.com

What does the youngest chief executive in Big Pharma want? A control room straight off the starship Enterprise.
Art Jones's curator insight, April 6, 7:00 PM

Excerpt:

"When you look at history, it takes the medical establishment 50 to 75 years to actually change how we do clinical studies," Narasimhan says. "The first clinical study was done in 1670, the first placebo-controlled study in 1880, the first randomized controlled clinical trial in the 1940s.  So now we enter a world where we do some things better than we used to, but fundamentally, we've not rethought how we do clinical trails. So we really approach it from the perspective of 'How could we use technology just to leapfrog many of the challenges?'"

Facebook continues to dominate pharmaceutical social media, new report reveals #hcsmeufr #esante #socmed #pharma

From www.healthcareglobal.com

report by Ogilvy Healthworld and data specialists Pulsar has highlighted how the pharmaceutical landscape continues to transform in alignment with the growth of social media and continued consumer engagement.

With data taken from 2016 and 2017, the duo analysed over 20 pharmaceutical companies and their use of social media platforms, such as Facebook, Twitter, Instagram and YouTube.

Chloe Partikas, Social Media Director at Ogilvy Healthworld, said: "It is clear that the pharma social media space is changing. Pharma is reaching social media maturity, posting more strategically and tailoring content to the channel and audiences."

Whilst all usage of social media channels by pharma companies have decreased since 2016, the use of YouTube across the industry has risen by 8%, reflecting changing consumer tastes from content which is linear, to the growing popularity of digital, visual content.

The number of followers across the majority of platforms also grew, with the use of Facebook within both the corporate and consumer space remaining constant throughout the year.

Finding an increased use of visual content, Instagram is slowly creeping up behind Facebook and is becoming a favoured consumer engagement platform of choice. Pharmaceutical companies received up to 190 average number of engagements per post, a significant increase from previous years.

Additionally, Novo Nordisk has taken the lead in company engagement and activity across its platforms with a 13% rise, with Johnson & Johnson and Novartis following swiftly behind with regards to the consumer engagement, receiving a 111% and 77% rise over the last 12 months alone.

In stark contrast, Takeda, Gilead, Sanofi, Amgen and AstraZeneca were named as some of the pharmaceutical companies with the lowest number of posts and social engagement across all digital platforms.

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The Social Check-up 2018: Pharma in the social space #socmed #hcsmeufr #esante #pharma #digitalhealth

From www.slideshare.net

The Social Check-up 2018 analyses social media usage in the pharmaceutical industry. The report reveals key insights into pharma’s activities on social media and how 20 leading pharmaceutical companies are producing content that achieves high engagement.

For this edition of the Social Check-up, we tracked the global corporate social media activity over an 11-month period in 2016 as well as 2017 to capture trends and changes in the industry.
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L'industrie #pharmaceutique en quête de #profils spécialisés #RH #Pharma #hcsmeufr 

From www.lesechos.fr

Les laboratoires pharmaceutiques souffrent de l'image dégradée de l'industrie. Ils peinent à recruter e
GIE_GERS's curator insight, April 4, 5:06 AM

Les laboratoires pharmaceutiques souffrent de l'image dégradée de l'industrie. Ils peinent à recruter en production et sur des métiers très pointus.
En savoir plus sur https://www.lesechos.fr/industrie-services/pharmacie-sante/0301515162065-lindustrie-pharmaceutique-en-quete-de-profils-specialises-2166095.php#zETrqrgj2DCvxPZF.99

Pharma Corporate REPUTATION got better in 2017! REPORTS PUBLISHED 2018 #hcsmeufr #esante #digitalhealth #hcsmeu

From www.patient-view.com

London, April 5th, 2018.

The 'Corporate Reputation of Pharma in 2017' report is based on the findings of a PatientView November 2017-February 2018 survey exploring the views of 1,330 patient groups worldwide. The report provides feedback (from the perspective of these patient groups) on the corporate reputation of the pharma industry during 2017, as well as on the performance of46 pharma companies at 12 key indicators that influence corporate reputation.

The Corporate-Reputation survey is now in its 7th edition—thus, 7 years of historical data are available. In addition, we incorporated several important new indicators of corporate reputation into the 2017 surveyto reflect the changing, and more demanding, relationships that now exist between patient groups and pharma companies.  

 

In 2017, patient-group attitudes towards pharma improved, after plummeting in 2016.

43% of respondent patient groups thought that the pharma industry had an "Excellent" or "Good" corporate reputation in 2017—against 38% of patient groups saying the same in 2016.

In 2017, respondent patient groups ranked the pharma industry 3rd overall for corporate reputation out of 9 healthcare-industry sectors, the other sectors being: biotech; generic-drugs industry; health insurers (for-profit, and not-for-profit); medical-device industry; private-sector healthcare; and retail pharmacy. In 2016, patient groups ranked the pharmaceutical industry just 5th out of 9 healthcare sectors.

PHARMA ALSO IMPROVED IN KEY ACTIVITIES IN 2017 ...

 

2017's respondent patient groups rated pharma as improving its performance over 2016 at three areas of activity important to patients and patient groups: patient centredness (35% of the patient groups stated that the industry was “Excellent” or “Good” at this activity, compared with just 26% in 2016); integrity (31% described the industry as “Excellent” or “Good” at this activity, compared with just 28% in 2016); and in services provided ‘beyond the pill' (27% thought industry “Excellent” or “Good” at this, compared with just 20% in 2016).

BUT ...
Respondent patient groups were far more negative in 2017 than in 2016 about several other pharma-industry activities. For instance, only 48% of 2017’s respondent patient groups judged pharma “Excellent” or “Good” at being innovative (down from 59% in 2016; which, in turn, was down from 69% in 2015). The 2017 figure is the lowest-reported percentage for the pharma industry's capacity to innovate since 2011 (when PatientView's  Corporate-Reputation surveys began). Equally negative were 2017 attitudes towards the industry’s ability to make high-quality products. Only 57% of respondent patient groups in 2017 saw pharma as “Excellent” or “Good” at making high-quality products (down from 64% in 2016—which, was, in itself, also down from 72% in 2015). Again, the 2017 figure is the lowest-reported percentage for pharma and high-quality products since 2011.

 
PatientView's curator insight, April 5, 10:41 AM

Now out:

Corporate Reputation of the Pharma Industry in 2017 - from the Patient Perspective ... now in its 7th year

rob halkes's curator insight, April 5, 11:03 AM

Patients, when working with pharma and actually knowing the pharma company they work with, see developments to collaboration with them! Inspiring results from those who care! ;-)

http://www.patient-view.com/--corp-rep-reports-published-2018.html

Pharma to feel disruption from digital health - report  #esante #hcsmeufr #digitalhealth

From pharmaphorum.com

Pharma could begin to feel the disruptive effect of digital health technology as key players in the US health system begin to encourage its use, according to a new report.
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Why pharma companies need to upgrade their intelligence  #esante #hcsmeufr #digitalhealth

From pharmaphorum.com

Pairing AI capabilities with human strengths can bring a competitive edge in this rapidly-changing world.  
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Pharma to feel disruption from digital health - report  #esante #hcsmeufr #digitalhealth

From pharmaphorum.com

Pharma could begin to feel the disruptive effect of digital health technology as key players in the US health system begin to encourage its use, according to a new report.
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AstraZeneca Tops the Pharmaceutical Innovation Index for the First Time #pharma #hcsmeufr

From www.prnewswire.com

LONDON, March 28, 2018 /PRNewswire/ -- AstraZeneca Tops the Pharmaceutical Innovation Index for the First Time.
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Le leader pharmaceutique français rentabilise son imprimante 3D la première année  #hcsmeufr #esante #UPSAmadeInAgen

From www.primante3d.com

Le leader français du pharmaceutique UPSA est parvenu à un retour sur investissement complet de son imprimante 3D dès la première année.
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UPSA une entreprise en pleine effervescence #UPSAmadeInAgen #hcsmeufr #pharma #esante

From pharmageek.fr

Visite sur le site de production de UPSA à AGEN sur le thème : comment se construisent des champions industriel français à l'international ?
Lionel Reichardt / le Pharmageek:

UPSA une entreprise en pleine effervescence #UPSAmadeInAgen #hcsmeufr #pharma #esante

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Les grands labos à la recherche d'un modèle économique pérenne #hcsmeufr

From www.lecho.be

Depuis plusieurs années, les grands laboratoires tentent de trouver un modèle économique pour assurer leur pérennité. La mise sur le marché de produits moins chers et une forte concurrence sur internet leur rendent la tâche difficile.
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Zemy : solution digitale dans le cancer du sein 

From buzz-esante.fr

Roche développe avec Voluntis une solution compagnon digitale pour améliorer l’accompagnement des patientes atteintes de cancer du sein : Zemy.
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The digital imperative for pharma companies in Japan 

From www.mckinsey.com

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.

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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.
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Sommet mondial sur le futur de la supply-chain pharmaceutique à Paris  #hcsmeufr  #esante

From www.faq-logistique.com

Les 5 et 6 avril, l’Adents Serialization Innovation Summit dévoilera les technologies innovantes qui dessinent le futur de la supply chain pharmaceutique
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From app store to drug store, digital health is redefining pharma’s pipeline  #hcsmeufr #digitalhealth #hcsmeu #esante

From www.statnews.com

Backed by a growing body of evidence, software is itself becoming a prescription for diseases ranging from depression to heart disease, and drug companies are starting to take notice.
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