PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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How the Diabetes Community is Revolutionising and Democratising Self-care #esante #hcsmeufr #digitalhealth

From www.thejournalofmhealth.com

As the world reflects on diabetes and the highly complex global challenges it poses, it’s interesting to explore the role the diabetes community has played in revolutionising and democratising self-care; creating an inspiring blueprint for how we might manage other chronic conditions.

The diabetes community has been pioneering in embracing the benefits of self-management. The early adoption of mHealth applications have played a key role in helping patients and clinicians collect and share information and learn more about their conditions.

The clinical benefits of putting testing in the hands of patients has been obvious for many years. Since the early electrochemical glucose meters in the late ’80s and early ’90s functionality to store and track trends has been added to patients’ home glucose monitors.

Bluetooth, USB and other connectivity including capturing the results direct from the screen has become increasingly common with a number of diabetes data management systems, such as CareLink and mySugr evolving to support patients in tracking their results and medication. Those tools are increasingly looking to add additional inputs and AI (artificial intelligence) to provide decision-making support – as seen with Glooko.

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Infographic: Pharma customer engagement missing the mark with physicians #hcsmeufr #esante #digitalhealth

From www.drgdigital.com

The good news is that there's lots of opportunities to differentiate from competitors on delivering a better experience.
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Big Pharma Racks Up Facebook Likes But Not So Much from Patients

From www.pharma-mkting.com

In this 2.5-minute audio snippet, Pharmaguy contemplates how big drug companies can get hundreds of thousands of 'likes' on Facebook but score very low among patient groups worldwide. Only 25% of patients, for example, think pharma marketing is ethical. A case in point is Low-T direct-to-consumer advertising.

 

Listen here.

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Unicancer s'allie avec AstraZeneca pour construire une base de données sur le cancer du poumon #hcsmeufr #esante

From www.ticpharma.com

PARIS, COURBEVOIE (Hauts-de-Seine) (TICpharma) - La fédération des centres de lutte contre le cancer (CLCC) Unicancer et le laboratoire AstraZeneca ont annoncé le 6 novembre dans un communiqué la signature d'un nouveau partenariat pour rassembler des données de vie réelle dans le cancer du poumon.


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Johnson & Johnson launches surgery patient support platform #esante #hcsmeufr #digitalhealth

From www.mobihealthnews.com

Johnson & Johnson has announced a suite of digital tools designed for patients preparing to undergo or recovering from knee, hip, and weight loss surgery.

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Le CDO de Merck KGaA pointe les frictions entre industries de santé et entreprises de la tech #esante #hcsmeufr 

From www.ticpharma.com

BERLIN (TICpharma) - Le secteur de la santé est dominé par des structures très traditionnelles qui se retrouvent de plus en plus confrontées à l'agilité des entreprises spécialisées dans les technologies se frayant un chemin vers le marché, a analysé James Kugler, Chief Digital Officer (CDO) du groupe allemand Merck KGaA, dans un entretien accordé à APM Health Europe.


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Top 10 Healthcare Marketing Trends For 2018 #esante #hcsmeufr #digitalhealth

From www.practicebuilders.com

With 2017 almost in the rear-view mirror, it is time to start thinking about how your healthcare marketing strategy will evolve in 2018. It is a wise thing to step back for a moment, analyze the success of last year’s digital marketing campaigns and consider ways to evolve your strategy in the year to come.

Overall, 2017 was a year filled with changes and advancements in the digital marketplace. We saw the growth of ephemeral content on Instagram, innovations in live streaming, Google algorithm updates and an increased focus on unique content marketing. While it is a lot to stay on top of, these advances mean there are still unexplored roads to get inspired to improve your healthcare marketing strategy and engage your patients on a deeper level.

Most marketers prefer to write and publish digital marketing strategy pieces at the beginning of the year when everything is new and fresh, and teams are full of enthusiasm. With just three months left in the year 2017, you need to look for cutting-edge digital marketing strategies that can reinvigorate your brand in the year 2018.

If you want to stay on top of a constantly evolving digital landscape and ensure that you do not fall behind your competition regarding growth and profitability, you need to keep up with a lot of changes. This is one of the many key reasons why healthcare providers choose to work with a digital marketing agency, such as Practice Builders.


Ever wondered what makes a digital marketing agency so effective at coming up with innovative digital marketing ideas? A digital marketing agency can simplify the process of planning and executing the right campaign because it knows which communication channels can be best leveraged by a medical practice.

As you put together plans on where to focus your efforts in 2018, here are 10 digital marketing trends that can take your practice to the next level.


1. Consider Influencer Marketing: The need for influencer marketing is more significant today than it has ever been. Going by the statistics, nearly 71 percent of patients are more likely to book an appointment based on a reference on social networks.
Influencer marketing is all about taking advantage of “word-of-mouth” posts. An influencer is someone who has already gained the attention and loyalty of your target audience. You can ask any celebrity or a popular brand to interact with the target audience and endorse your products and service. Influencer marketing allows you to build instant authority for your brand, even if you are a new entrant in the market. More engaged patients mean more appointments and increased referrals.


2. Create Smart Content: Smart content, also referred to as dynamic content or adaptive content, is the most powerful pillar of your digital marketing campaigns. However, chances are you are not either creating or leveraging smart content as much as you could. As a reminder, dynamic content “talks” to your target audience – as if you know them. The more you know your target audience, the more likely you will convert prospects into patients. For instance, just by building your list of contacts, you can accumulate a significant amount of information in your CRM. Dynamic email can deliver personalized content to your target audience based on the information your system is collecting. While it is possible to do all of this manually, why would you? This is where marketing automation comes into the picture.

3. Focus on Market Automation: The rise of marketing automation platforms has simplified digital marketing tasks for medical practices. This is mainly because practices can now organize repetitive tasks across social networks and emails. This trend is very likely to deliver quick and measurable ROI. In addition, marketing automation platforms are beneficial to marketers in many ways. Firstly, they allow practices to see the relation between lead generation and digital strategies. Secondly, these platforms come with trigger-based systems that facilitate regular communication with potential and existing patients. Initially, these platforms were expensive and only large practices had access to them. However, over time, they have become affordable and scalable.

4. Think Beyond SEO: Until last year, gaining and maintaining website traffic was as easy as speeding up your SEO game. In 2018, entirely relying on SEO for improving your website traffic is a recipe for failure. Throughout 2017, Google has continued with algorithm update techniques. From Panda Mobilegeddon, the list is never-ending. A good number of reliable sites with useful content have suffered in the process. This does not mean you should forget all the SEO skills you have acquired over the years. Just keep them and improve them. It is essential to think beyond basic SEO techniques. However, do not hide from the fact that attracting patients in 2018 will demand more than just SEO.

5. Strengthen Social Media Presence: You can market and promote your practice until the cows come home, but if your approach is lacking, patients are going to scurry off somewhere else. Now more than ever, modern patients prefer to have easy access to the help and services they need. They do not want to make a phone call and stay on hold or send an email and wait for hours in a queue. Your patients want to post a comment on Facebook or send out a Tweet and get the help they need. Most medical practices have some amount of social media presence, but a handful of them leverage it for attracting patients.

 

6. Invest in Live Video: 2018 is said to be the year of video, with businesses of all kinds, including the healthcare sector, turning to video content to gain their target audience’s attention. Out of the various types of video, live video is said to attract the most attention so far. According to a study, long-form content and live video deliver the highest rates of ad completion. Another study expects the live video market to grow to $70.05 billion in 2021, up from $30.29 billion in 2016.

How can medical practices get on board with live video? There is a wide range of live video platforms available, which show the booming popularity of live streaming. Facebook Live is probably the most popular, but other social media networks including YouTube, Instagram, Tumblr and Periscope also support live video. You can use live video for streaming events, interviews, broadcasting a launch or reaching out to a broader audience.

7. Build a Responsive Website: You can start the new year by increasing the effectiveness of your website. The primary purpose of your practice website is to attract and inform patients. Some of the most effective elements of a high-converting healthcare website sites are: simple layout and basic design, easy navigation, contact forms with necessary information fields, social media links, patient reviews page and a media gallery for images and videos of practice and staff. Carefully building your healthcare website around the needs of your patients will help you achieve business objectives.

8. Paid Marketing Strategies a Necessity: For healthcare marketers relying solely on social networks, a lot more than just posting updates on your social media profile will be required to win your target audience. According to Forrester Research, an average patient only gets to see 16 percent of Facebook posts of their doctors and only 10 percent of tweets. We are entering an era in which marketers will have to pay to have their content distributed appropriately. For many healthcare marketers, it may mean loosening their budget to accommodate extra costs. If you want to have a lasting impact, you will have to pay for the premium services.

9. Gather More Patient Reviews: Social proof is essential for any healthcare practice trying to gain trust with potential patients. Social proof includes patient reviews, testimonials and case studies. According to a report, one in four patients check online reviews before choosing a healthcare provider. The good part is, acquiring reviews requires little effort.

One way to market your medical practice is by getting positive reviews on popular third-party sites such as Healthgrades.com and Vitals.com. Your patients can also post reviews on social media sites like Facebook, Yelp and Google+. If the majority of your reviews are negative, or if you do not have any reviews at all, the chances are that the new patient will choose another practice.

Encouraging patients to post reviews of your practice is simple. A good way to encourage patients to post reviews is through automated emails after each visit or by including a link to the third-party review website in your satisfaction surveys.


10. Extensive Blogging: Medical practices are highly likely to take control of their content by creating their own blogs. Topics like office updates, patient-centric useful content and featured guest posts will allow healthcare marketers to nurture their brand and connect with more patients. According to industry experts, 2018 is going to be another exciting year for innovative ways to reach patients and increase brand awareness. Rapid development in communication technology is making it increasingly challenging, and marketers will need to experiment and adapt in order to keep up.

Final Words

Incorporating these tips into your healthcare marketing strategy can help you connect with existing and potential patients. As hectic as running a practice may get, it is important for healthcare providers to appear as approachable as possible. Marketing your medical practice in a welcoming manner will draw in more patients while encouraging them to stay with your practice for a long time.

This makes it critical to find a healthcare marketing agency that can help you build your practice while you focus on caring for your patients. At Practice Builders, we offer a unique blend of reputation management as well as digital marketing that will help bring in new patients and strengthen your brand.

If your current marketing efforts do not include online reputation management and digital marketing, we are here to help. Implementing these strategies will drive more patient referrals, improve patient retention and keep your practice’s reputation strong.
For help with building your brand and executing digital marketing ideas for your practice, contact a Practice Builders representative today.

CherryNetwork's curator insight, November 11, 11:12 AM

Indeed here to stay....

Indian #Pharma doesn’t have a choice but to market digitally  #digitalhealth

From the-ken.com

 The government will no longer let them exchange hospitality for prescription with doctors.

Selfish good deeds done digitally can yield higher sales in pharmaceuticals. Alkem Laboratories in Mumbai proved this by growing the market share of its dementia drug Donepezil from 37% to 43% in one year. That’s impressive growth. Alkem added a patient-focused digital campaign to its marketing, a departure from the doctor-focused industry norm. First, it formed a ‘Dementia and Alzheimer’s Community of India’ Facebook group, which currently has over 50,000 members. Then it started sharing emotional videos on WhatsApp. A mobile application DonApp was added later. 

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Pfizer follows up successful smoking cessation app with LivingWith, an app for cancer patients #esante #hcsmeufr

From www.mobihealthnews.com

Two years after launching its smoking cessation app Quitter's Circle, pharmaceutical company Pfizer is seeing impressive continued engagement with the app. It's also applying the lessons learned from Quitter's Circle toward other mobile health pursuits — including a recently-launched app for people living with cancer.

"We can do surveys right in the app," Mark Pizzini, Pfizer's digital strategy lead, told MobiHealthNews. "Fifty-seven percent of the people reported smoking less as a virtue of using the program. Sixty-four percent said they would recommend it to others. Those are two positive data points we’ve collected. Over 20,000 people downloaded the mobile app. There’s an online Facebook community of more than 170,000 people. All of this is very positive in the pharmaceutical space where the ability to do things like this is much more regulated and controlled."

As MobiHealthNews reported in 2015, Quitter's Circle was designed based on feedback from people on what they needed in order to quite smoking. It incorporates a social feed with a curated network because Pfizer found that quitting smoking can be isolating and that family and friends were top motivators. It includes help scheduling and remembering doctor visits, because the company found that just consulting with a health care provider doubles someone's chance of quitting successfully. And it even includes a crowdfunding feature, because Pfizer found cost was a barrier to quitting for many.

 

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Cancer : comment l'administration bloque l'accès à des traitements pourtant efficaces #esante #hcsmeufr #cancer

From www.capital.fr

Certains traitements contre le cancer aux résultats prometteurs ne sont pas disponibles pour les patients français. Jean-Yves Blay, directeur du centre de lutte contre le cancer Léon Bérard, à Lyon, nous
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Bourse : les géants de la pharma qui financent le plus les biotechs et les medtechs #esante #hcsmeufr #pharma

From www.lerevenu.com

Le rachat de la biotech française AAA par le suisse Novartis témoigne de l’intérêt croissant des grands groupes pharmaceutiques pour les start-up du secteur. Mais au fait, quels sont les acteurs qui financent le plus les biotechs et medtechs ? Le cabinet EP Vantage a établi un classement des investisseurs les plus actifs.
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Defining "Patient Centricity"  #esante #hcsmeufr #digitalhealth

From pharmamkting.blogspot.fr

A blog about pharmaceutical marketing and advertising written by PharmaGuy, a constructive critic of the industry.
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Innovating at the speed of the 21st century in pharmaceuticals

From www.mckinsey.com

The CEO of Eli Lilly offers perspectives on accelerating change in the industry.

Eli Lilly and Company is an innovation-driven biopharmaceutical company that aspires to make a significant contribution to humanity by improving global health in the 21st century. In this article, part of our Biopharma Frontiers series on how the pharmaceutical industry is evolving and how leaders can adapt, David A. Ricks, the chairman and CEO of Eli Lilly, discusses the opportunities and rewards for innovation and the implications for industry business models. This article is an edited summary of his conversation with McKinsey.

By any measure, pharma is better off today than it was five years ago. Theoretical advances are being turned into biomedical research and then into products that transform patients’ lives. But ideas can take as long as 15 years to play out because most advances—genomics, mass-produced antibodies, new drug platforms, and clinical insights—are highly iterative. For those excited about mRNA therapy or the next new thing, it’s a reminder that we need to invest wisely and be confident. The past three or four years have been very good, but they reflect effort over a long period.

Today’s industry is undergoing a shift toward specialty medicines for acute diseases and away from primary care for big populations with less-severe conditions. That’s partly because of the problem in demonstrating a meaningful difference for patients relative to standard of care. If you have melanoma and a PD-1 inhibitor improves your life expectancy from six months to three years, everybody gets it; we don’t have to develop a lot of real-world evidence about quality of life and patient-reported outcomes. But when improvements are more incremental, people struggle to see the value—even though it’s not incremental at all if you add it up over millions of people.

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Comment le laboratoire Ipsen transforme la gestion de ses "Master Data" #esante #hcsmeufr #pharma

From www.ticpharma.com

PARIS (TICpharma) - Le déploiement d'un outil de gestion des données de référence (Master Data Management -MDM) de l'éditeur Informatica a permis à Ipsen d'"harmoniser" ses données et d'assurer leur traçabilité, a témoigné auprès de TICpharma la Chief Digital Officer (CDO) du laboratoire.


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Is it Time for Pharma to Look at Snapchat and Tumblr?  #esante #hcsmeufr #digitalhealth

From www.intouchsol.com

When you consider your social tactic mix, should you be looking at Snapchat and Tumblr? The answer may surprise you.

As Medical Marketing & Media (MM&M) noted recently, “It may have taken longer than it did elsewhere, but pharma has finally achieved some not-insignificant degree of comfort and confidence in the realm of social media.” But even a brand comfortable with social may not be up to date.

One of the key differences between social and traditional platforms is the speed of their evolution. Social outlets change features and capabilities often, and their user base can change rapidly. As a result, using the right blend of social requires tracking and understanding these changes.

Many marketers still use “Millennial” as a dismissive shorthand for “kids” — forgetting that, by most definitions, members of that cohort may now be as old as 37. Similarly, many still dismiss Snapchat and Tumblr as “for the kids.” But their growth, and the aging and evolution of their user bases, may require a second look. 

Snapchat — Ephemeral and Hyper-Personal

With 300 million active users, one-third of which use the app daily, it’s easy to see that Snapchat is gaining critical mass, but many marketers still assume that the user base is youth. As we’ve seen with most other social networks, though, this is changing: the fastest growing segment of Snapchat users is 35+.

Snapchat often creates a different style of connection than other platforms. Its ephemeral nature lends a rapid, informal, unusually personal flavor to posts, which often feel less artificial and contrived than images shared on Facebook, Instagram or Twitter.

The increasing popularity of Instagram Stories, a Snapchat-like feature, may encroach on Snapchat — but at present, Snap remains a company to consider, particularly related to time- and location-sensitive events, for which branded filters can be used, and crowdsourced stories can be aggregated.

Tumblr — Conversing, Not Creating

Like Snapchat, Tumblr does still skew young: it’s most popular with users 18-29. But with 358 million who have a Tumblr blog, and a claimed 600 million users, its size makes Tumblr something to consider. 

In contrast to Snapchat, while you can post original text, images, GIFs (especially popular) or videos on Tumblr, you can also — much more commonly — reblog others’ content. As such, in Tumblr’s environment, you’ll notice far more about community discussion than individual creation, and far more non-personal content (posts about pop culture or jokes, rather than a specific individual or event).

                    

Pharma has already have made headway into Tumblr, as MM&M noted recently:

  • AbbVie's CF Tumblr, Through Thick and Thin, has the Tumblr zeitgeist down, with lots of reblogs, and content that’s not only relevant but fun.
  • Gilead's Healthysexual is a bit drier and more factual, but still good.
  • J&J Vision’s Eyeful focuses (no pun intended … well, maybe a little) on LASIK-related topics.
  • Pfizer's Pfizer365 and Countering Cancer must make their corporate branding folks proud, because they’re very consistent in the Pfizer look and feel.

It’s interesting to see pharma’s initial forays into Tumblr, running the gamut from corporate to disease awareness, while not yet going into specific branding.

Conclusion

While neither Snapchat nor Tumblr are about to dethrone Facebook, Youtube or Instagram as leaders in social networking, they’re worth watching.

But even if they’re not the leaders, don’t discount these platforms. They’re robust, growing, and center on sharing visual content — all hallmarks of the current digital zeitgeist.

Both platforms are visual, so they require a more image-focused narrative creativity than a more text-heavy outlet. This may be an evolution for some brand teams. It’s also interesting to contrast Snapchat’s evanescent, familiar tone with Tumblr’s attention to pop culture and commentary.

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Leadership and strategic innovation in pharma #esante #hcsmeufr #digitalhealth

From www.mckinsey.com

The CEO of Shire explains how he’s repositioning the company and gearing up for more change.
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Innovating at the speed of the 21st century in pharmaceuticals #esante #hcsmeufr #digitalhealth

From www.mckinsey.com

The CEO of Eli Lilly offers perspectives on accelerating change in the industry.
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AstraZeneca vante les bienfaits de son partenariat avec une communauté de patients en ligne #esante #hcsmeufr 

From www.ticpharma.com

LONDRES (TICpharma) - Le partenariat noué en 2015 entre le laboratoire AstraZeneca et la communauté de patients en ligne PatientsLikeMe a permis de collaborer avec plus de 70.000 patients d'une façon plus simple et plus rapide, a souligné le 20 octobre le Dr Cathy Emmas, directrice des partenariats chez AstraZeneca, lors du 14ème congrès "Patient Summit Europe" à Londres.


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PinUp: Three Myths: FDA hinders pharma's digital health efforts, "Just Say No to Drugs" works, & pharma is not to blame

From www.pharma-mkting.com

Welcome to the October 31, 2017, issue of Pharma Industry News Update (aka PinUp). 

 

Some experts are 'heartbroken' that the pharmaceutical industry has not done more in the digital health arena and they blame it on belief in "myths" about FDA regulations. Good luck busting those myths! Another myth is that education programs promulgating the old "just say no to drugs" campaign are going to help end the current opioid epidemic. The last myth that deserves mentioning is that the drug industry is not culpable.

 

**********ARTICLES***********
 * Five Regulatory Myths About FDA Regulation of Pharma in the Digital Health Arena
* Trump Has Not Grasped What’s Needed to Combat Opioid Crisis
* Dancing with Fentanyl: Insys Sales Reps Caught Rapping to Boost Sales

 

Access this issue here.

 

About Pharma Industry News Update

The Pharma Industry News Update (aka PinUp) is published every Tuesday and Friday as part of the Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources. If you'd like to receive this newsletter, subscribe here.

 

About the Author

John (PharmaGuy) Mack is a constructive critic of the pharmaceutical industry. You can follow him on Twitter as @pharmaguy

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Sanofi s'allie avec un spécialiste de l'IA pour développer un vaccin antigrippal #esante #hcsmeufr #digitalhealth

From www.usinenouvelle.com

L'intelligence artificielle au secours du laboratoire français. Sanofi Pasteur a conclu un partenariat avec la société pharmaceutique américaine... - L'Usine Santé
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Pharma Needs to Fearlessly Innovate in Social Media

From www.odwyerpr.com

There’s something the pharmaceutical industry can learn from this past year’s Presidential election: social media counts. It’s no secret that the pharma industry is risk-averse. However, it’s time for a change. As management guru W. Edwards Deming reminds us, “Change is not required. Survival is not mandatory.”

Peter Pitts, President and Co-Founder of the Center for Medicine in the Public Interest and Former FDA Associate Commissioner for External Relations said, “Social media just keeps on rolling along. And regulated industry just keeps falling further and further behind the curve.”

This article is featured in O'Dwyer's Oct. '17 Healthcare & Medical PR Magazine

Don’t misunderstand the FDA

To understand why pharmaceutical companies have been slow to integrate social media into their media mix, it’s helpful to consider the perception of an indistinct regulatory landscape they must put aside. The good news is that the FDA offers specific guidance for pharma companies to participate in social media in a regulatory-compliant manner.

It’s not easy, but it is possible. And the benefits certainly outweigh the risks.

The FDA writes:

If a firm voluntarily corrects misinformation in a truthful and non-misleading manner and as described in this draft guidance, FDA does not intend to object if the corrective information voluntarily provided by the firm does not satisfy otherwise applicable regulatory requirements regarding labeling or advertising, if any.

To many in pharmaceutical company marketing and regulatory review departments, it may seem a distinction without a difference. But that’s a fundamental misunderstanding of the FDA’s mindset when it comes to social media. For example, in September 2008, the FDA sent out a warning letter regarding a YouTube video in which a paid celebrity spokesperson said that a drug had “cured” his disease (a decidedly off-label claim, shades of Dorothy Hamill and Vioxx).

And many internal reviewers industry-wide said, “See, you can’t use YouTube.”

Not so. It wasn’t about YouTube. If the content is non-compliant, then it is non-compliant, regardless of platform. As far as the FDA is concerned, platforms are agnostic. It’s the content that counts.

In March 2013, there was much angst over the FDA’s Warning Letter to AMARC Enterprises because of their Poly Mva Facebook page. Some concluded that this meant pharma shouldn’t be on Facebook. But the gist of that letter was that the company is marketing its veterinary dietary supplement as a human oncology drug.

In the letter, the Office of Prescription Drug Promotion spends a lot of time addressing the violative claims made on the company’s website and then—at the very bottom of the letter—addresses the issue of Facebook. The OPDP writes: We also note that your Facebook account includes a post, which was “liked” by “Poly Mva”:

“Poly MVA has done wonders for me. I take it intravenously 2x a week and it has helped me tremendously. It enabled me to keep cancer at bay without the use of chemo and radiation … Thank you AMARC.”

That’s a violative statement on any media platform. It just happened to take place on Facebook. “Liking” a violative third-party statement from your own Facebook account is violative behavior. You don’t have to be a rocket scientist to figure that one out.

As long as pharma companies communicate with honesty and integrity, they will be just fine on social media, which should be music to their ears, because the platform provides them an opportunity to innovate and reach customers in new ways.

Courage + conviction=content, creativity

For pharma industry social media pioneers, the payoff has been big. For example, Pfizer leveraged the power of community to create the platform Get Old, which centers around the fear of aging as well as wellness, disease prevention and treatment. The campaign fosters online discussion through content, forums and social media posts. The goals for pharma companies in campaigns like this are much bigger than an increase in product sales. It’s about shifting attitudes of not only their own companies, but becoming the hub of information for large populations of people.

The results have shown this to be true: several years later a poll conducted on behalf of Pfizer reported that the Get Old campaign produced a 45 to 55 percent uptick in how consumers felt about Pfizer’s reputation as a trustworthy company and also attributed to employee recruitment and retention goals.

Unbranded content communities can bring people together through powerful storytelling that isn’t possible with traditional marketing communications. Abb-Vie created StoryLab, which features researched, strategic articles that bring Abb-Vie to life through unbranded, engaging stories that matter to their key stakeholders.

To get their big idea off the ground, AbbVie created a focused content team that creates, develops, distributes and measures a wealth of stories and information across social platforms. It’s also worth noting their owned content also is often distributed and pitched to traditional media outlets, which truly makes StoryLab an efficient and integrated strategy—two keys to success.

One way to begin this new approach to content development is by creating a platform that focuses on the areas where your products specialize. This means shifting away from product-specific marketing to disease education and prevention information that helps audiences connect with one another. The most effective unbranded social media efforts evoke emotions and encourage experiences.

Not only will connective social campaigns elevate pharma companies to becoming educators and leaders in health, but they will also empower patients to become energized brand ambassadors. While pharma companies have been slower to dive into the innovative opportunities within digital campaigns, populations will continue to seek meaningful ways to connect with the companies that help improve their health and their lives.

It’s time for pharma to get over any remaining fears of social media, or mistakenly point to regulatory as a crutch. And companies shouldn’t just “keep the lights on” or “do it because we need a Facebook page.” They should dive headfirst into smart, engaging campaigns that create a platform around the needs of the customer. The industry’s hesitance means there is opportunity — right now — to win the communications in this space. If you keep waiting around, someone is going to beat you to it.

Dennis Swender's curator insight, October 30, 2:25 PM
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'Precision Medicine' may not always be so precise  #esante #hcsmeufr #digitalhealth

From www.worldpharmanews.com

Precision Medicine in oncology, where genetic testing is used to determine the best drugs to treat cancer patients, is not always so precise when applied to some of the world's more diverse populations, according to a study led by the Translational Genomics Research Institute (TGen), an affiliate of City of Hope, and the Keck School of Medicine of the University of Southern California (USC).
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Janssen set to launch clinical trial system that uses smartphone app, smart blister packs #digitalhealth #pharma

From www.mobihealthnews.com

Janssen Research and Development, a Johnson & Johnson subsidiary, will launch the first clinical trial to use its iSTEP technology toolset, which employs smart blisterpacks and a patient-facing smartphone app, by the end of the year. iSTEP, which stands for Integrated Smart Trial and Engagement Platform, has been under development at Janssen for five years.
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Best of Digital Pharma East: Chatbots, cat videos and snackable innovation in Philly #esante #hcsmeufr #digitalhealth

From www.drgdigital.com

Principal Analyst Matt Arnold covers the highlights of the recent Digital Pharma East conference in Philly
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