PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
283.3K views | +2 today
Follow

:Social Media: Taking the Plunge: Pharma and Social Media  #hcsmeufr #esante #digitalhealth

From www.pharmavoice.com

Pharmaceutical companies are increasingly embracing social media as a forum for reaching patients. For example, 40% of adults use social media for health-related issues, such as connecting with patients with similar issues. Social forums allow pharmaceutical companies to not only engage with consumers or patients, but also hear what they have to say directly, rather than sifting through external forums to find out what patients are saying, for example, about side effects.

Disease awareness is a particularly popular use of social media for pharma companies. These forums are recognized by companies as good ways to improve knowledge about diseases and to encourage discussion about conditions. Examples include Above MS, which is supported by Biogen; Chron’s & Me, sponsored by UCB; Eczema Exposed supported by Sanofi US and Regeneron Pharmaceuticals; GSK’s Asthma.com; HIV information and support site Stop the Virus sponsored by Gilead; and Speak Your Migraine from Amgen and Novartis, among many others.

In addition, companies have begun supporting wellness sites, such as Merck Engage, to encourage consumers to make healthy choices.

With some diseases, particularly rare diseases, social platforms can prove valuable in connecting geographically dispersed patients and providing them with a voice. Social media groups can also be invaluable in providing patients with a forum for sharing concerns and information.

Overcoming Barriers

The industry has faced several constraints with regards to social media. One is certainly the lack of clear guidelines. While the FDA provided draft guidance on the use of social media, those guidelines haven’t been finalized. However, companies must ensure information about risks is made clear. For example, Duchesnay received a warning letter from the FDA after posts by Kim Kardashian promoting its morning sickness pill Diclegis didn’t mention side effects or risks.

Twitter is considered an excellent two-way communication forum, but again lack of guidance leaves companies uncertain as to how to embrace it, at least when it comes to speaking about their products.

In a conversation on this issue with Forbes, cardiologist and blogger Dr. Kevin Campbell warned that pharmaceutical companies would have to tread carefully when hosting any commercially driven discussion and be aware that during recalls or negative press, they could open themselves to legal issues.

The good news, however, is that as of mid-November 2017 the Office of Prescription Drug Promotion (OPDP) had issued only two enforcement letters on marketing communications, showing a marked drop in such activity from the regulators. While these letters aren’t specific to social media, they do indicate a positive trend generally.

Media forums themselves have sometimes created barriers for the industry. For example, in 2011 Facebook announced that all Facebook pages would have to allow comments. This resulted in companies removing many disease-state groups because they lacked the mechanisms and resources to handle comments and remain in compliance. Facebook later rescinded the requirement; however, pharmaceutical companies struggle to find a way to effectively communicate with patients in such forums.

Another barrier has been uncertainty over communicating directly with patients, and in particular, concerns over how those patients will react.

Best Foot Forward

Statistics show that pharma is tapping into social media, albeit more slowly than other industries. Research company eMarketer estimated that in 2016 pharma and healthcare marketers spent $1.64 billion on mobile and online advertising, but projected that would rise to $2.55 billion by 2019.

The social media companies themselves are looking at how to engage pharma companies from a commercial point of view. On June 6, 2017, Facebook hosted a Health Summit for pharmaceutical marketers, and the organization is looking at changes it needs to make to cater to pharmaceutical companies, which increasingly are moving ad budgets from television to digital media.

Google and Twitter have been tapping into the market for a while, hiring teams to focus on pharmaceutical ad campaigns.

Experts in social media advise pharma companies new to social media to take the plunge because patients and caregivers are eager to use these forums to engage. Those new to social platforms might be best advised to start with well-traveled forums such as Facebook and working closely with medical, legal, and regulatory teams to avoid any nasty surprises later. Another sound approach is to start in one disease area and learn as they go.

Companies are also advised to measure the effectiveness of their social media campaigns, especially when it comes to branded campaigns. To avoid falling foul of regulators, some experts recommend companies develop a controlled environment, such as a website for a product, to ensure information is accurate. But if companies provide a patient chat room they may face obligations to correct misinformation.

Social media market intelligence firm Unmetric assessed the metrics, content, and campaigns of 15 brands in terms of social media presence and found most brands put efforts into just a few channels, that fan base is less important than the ability to expand that base, and that reach and impressions don’t correlate with frequency of posting.

Leading the Way

Despite concerns, many pharma companies do recognize the value of social media as a way to reach patients whether in a non-branded way to open the conversation on disease states, or — though less so — from a more commercial perspective.

Some companies have appointed digital leads to advance their social positioning, including: Biogen, which has a head of digital strategy; Sanofi US, which has a head of digital intelligence and connected marketing; Boehringer Ingelheim, with a senior digital manager; and Takeda, with a head of digital acceleration, to name a few.

One of the most successful campaigns was Boehringer Ingelheim’s post during Brain Awareness Week in March 2016, which included a puzzle to highlight cognitive tasks. The post marked the company’s foray into the therapeutic area of CNS, including mental illness.

One strong proponent of social media is Ron Cohen, M.D., CEO of Acorda Therapeutics, who started a digital-innovation-and-strategy group at the company. This has led to several innovations, including a self-help application called MS self that lets users track metrics related to their health. The company is also using digital technology to recruit patients for clinical trials, using multichannel methods to find patients with a condition and inform them of the clinical trials, and providing click throughs so patients can find out more.

Another company looking at social networks for patient recruitment is Bioverativ, which has turned to MyHealthTeams to better understand the unmet needs of hemophilia patients and potentially get them into trials for an upcoming hemophilia drug. Once it gathered input, the company designed its trial to address unmet needs by gauging two key issues raised: continued pain and help with depression.

Companies must take a considered approach to their social media. Sandra Velez, content strategy leader at Merck, says companies must understand their customers’ needs, have two-way conversations with them, and be on channels that customers expect them to be on. She emphasizes the importance of creating a customer persona and understanding that their emotional needs will vary depending on their persona — patient, provider, or payer, for example.(PV)

nicholas yearwood's curator insight, January 16, 9:20 PM
statistics are very different and new to

Sanofi lance le jeu mobile Bact'Attack #hcsmeufr #esante

From buzz-esante.fr

Pour prévenir le mésusage des antibiotiques, le laboratoire Sanofi lance une nouvelle application destinée aux enfants et aux adolescents : Bact’Attack. Présentation.

 

Dans le cadre de la Semaine mondiale pour un bon usage des antibiotiques début octobre, Sanofi a lancé une nouvelle application pour informer les enfants, les adolescents et leurs proches, sur les microbes, leurs différences, comment les bactéries deviennent résistantes aux antibiotiques et le recours approprié aux antibiotiques : Bact’Attack.

 

L’application peut également être utilisée par les professionnels de santé pour conseiller leurs patients sur le bon usage des antibiotiques et les comportements pour prévenir les résistances.

 

No comment yet.

7 Key Cancer Trends For 2018  #hcsmeufr #esante #digitalhealth

From www.forbes.com

Few doctors, even oncologists who subspecialize, can keep up with developments in the field.
No comment yet.

"La recherche de Sanofi doit repartir de l’avant"

From www.challenges.fr

En exclusivité pour le magazine Challenges et en marge de la plus grande conférence au monde dédiée aux industries de santé organisée à San Francisco par la banque JP Morgan, Elias Zerhouni, patron monde de la R&D de Sanofi, s'explique sur la transformation de la recherche du premier laboratoire français et ses ambitions.
No comment yet.

How pharma can accelerate business impact from advanced analytics

From www.mckinsey.com

Savvy pharma companies follow these five principles to scale analytics and improve their bottom line.

Once upon a time, a biopharmaceutical company launched an ambitious technology innovation program. It invested $150 million in data, advanced analytics, infrastructure, and people, hiring data scientists and experts in machine learning and natural-language processing. The organization believed these investments positioned it to leverage an explosion of data to accelerate its operations, tailor its therapies, and enhance patient care. Two years later, the company’s executive committee conducted a review of the program. The conclusion: its impact—and ROI—were unclear.

Stories like this are all too common in pharma and in other industries. Many C-suiters and senior technology executives see a troubling disconnect between the money and energy spent on analytics and its business impact (see Exhibit 1), with organizations often seeing limited value unlocked from just a handful of analytics use cases. Some pharma executives point to structural challenges, such as long development timelines, as a source of the problem. Others cite regulations around privacy and the rules of engagement with customers. But other industries facing similar barriers seem to cross the chasm between experimentation and analytics impact at scale. Just look at the success of financial services.

No comment yet.

Viant partner with GSK for blockchain in pharmaceuticals #hcsmeufr #esante #digitalhealth

From uk.businessinsider.com

Blockchain startup Viant announced a new collaboration with pharmaceutical giant GlaxoSmithKline (GSK), Microsoft, and others to develop blockchain-based supply chain tracking solutions. Together they’re looking to accelerate the growth of Viant’s Ethereum-based blockchain supply chain platform in the pharmaceutical sector by using the distributed ledger technology to track intellectual property (IP) licenses as well as ensure that products are produced, transported, and stored in proper conditions.
No comment yet.

L'innovation corporate ordinaire, et si la clé était là?  #hcsmeufr #esante 

From www.hbrfrance.fr

Il n’est pas toujours nécessaire d’aller bien loin. La clé se trouve parfois à proximité, à l’intérieur même de l’entreprise. Il est temps de dénoncer l’inexactitude d’un double lieu commun : – L’innovation, la vraie, serait faite par les start-ups, et non par les entreprises. La preuve, pour innover, les …
No comment yet.

Une nette hausse des homologations de médicaments en Europe en 2017 - L'Usine Santé  #hcsmeufr #esante

From www.usinenouvelle.com

Le nombre de médicaments homologués en 2017 aux Etats-Unis n'a jamais été aussi élevé depuis 21 ans. Quant à l'UE, elle a... - L'Usine Santé
No comment yet.

Les rendements de la R&D s’effondrent dans la pharma  #hcsmeufr #esante

From market-it.fr

Le retour sur investissement en R&D des plus grandes sociétés comme Roche ou Novartis atteindra seulement 3,2 % cette année, le niveau le plus bas depuis 2010. Une étude de Deloitte décrypte le…
No comment yet.

Shionogi aims for digital transformation  #digitalhealth #hcsmeufr #esante

From www.pmlive.com

Japanese pharmaceutical company Shionogi is planning a wide-ranging digital project that will see it ramp up its investment in cloud, cybersecurity and other technologies.

The work, which will also include a talent development programme, will be delivered by Accenture over seven years, with the consultants assisting with the firm’s IT strategy and roadmap.

Takuko Sawada, director and senior executive officer of Shionogi & Co, said: “As a drug discovery-based pharmaceutical company, our goal is to contribute to a more vigorous society through improved healthcare.

“To ensure sustainable growth and enhance our specialised business operations, we established six subsidiaries, including Shionogi Digital Science in April 2017. Through our initiatives with Accenture, we will streamline business operations by leveraging [cloud, cybersecurity etc], which will enhance our ability to leverage data analytics, enabling us to respond quickly to the rapidly evolving business landscape and promote innovative new drugs.”
No comment yet.

Alexa: find Novo Nordisk voice-activated diabetes tech #digitalhealth #hcsmeufr #esante 

From www.pmlive.com

Novo Nordisk’s plans to harness voice-activated technology such as Amazon’s Alexa to improve diabetes care have taken a step forward.

The Danish pharma firm teamed up with HITLAB (Health Innovation Technology Lab) last year to support its 17th health innovation World Cup, which in 2017 focused for the first time on voice tech in type 2 diabetes.

The $50,000 first prize was awarded in late 2017 to Lighthouse, which operates in partnership with the American Diabetes Association and is developing voice-activated education for diabetes patients.

CEO Dave Vockell said: "There is an incredible gap between what people know they should do and the actions they take in support of their long-term health.

"Lighthouse helps patients close that gap, build great lifetime habits and support their broader care team in delivering the best care. Soon, we'll be with a patient everywhere they make choices, fundamentally changing the quality of their life."
No comment yet.

Accenture, Roche Partner on Digital Health Integration for Tumor Board Solution  #esante #hcsmeufr #digitalhealth #mhealth

From hitconsultant.net

Accenture and Roche are teaming up on a new collaboration aimed at improving how oncology teams prepare for, conduct and document clinical treatment decisions for cancer patients in hospitals. Under the terms of the multi-year agreement, Accenture will provide digital health data integration services to Roche’s NAVIFY Tumor Board solution – fostering more efficient collaboration, reducing errors and giving care teams more time to evaluate individual patient cases.


What Is A Tumor Board?

A tumor board is a meeting in which multi-disciplinary healthcare teams review and discuss individual cancer patient cases and available treatment options. The NAVIFY Tumor Board solution streamlines and standardizes the tumor board workflow process by aggregating relevant patient data from disparate IT systems into a software solution that fosters efficient team collaboration, reduces errors, and gives the care team more time to evaluate individual patient cases.

Accenture’s capabilities will allow Roche to collect and replicate sensitive patient data between hospitals and the NAVIFY Tumor Board solution to help clinicians make the best possible treatment decisions for their patients.

No comment yet.

Six ways digital is changing the pharma & healthcare industry  #esante #hcsmeufr #digitalhealth #mhealth

From www.econsultancy.com

The pharmaceutical and healthcare industry is rapidly coming to terms with digital technology.

New tech companies are entering the market and existing players have had to up their game, across marketing, sales and operations. If you're relatively new to pharma, like me, here's a summary of just some of the biggest trends.

1. Better patient communication

A fairly obvious area for improvement, and one we can pretty much all relate to as consumers.

The typical patient journey is ripe for digital disruption, as the diagram below from DRG Digital shows. From the healthcare provider's point of view, the visit, diagnosis, treatment selection and condition management stages are all points where the patient could be more involved / better updated.

Patient portals, apps and online communities are increasingly commonplace. The second and third generations of this technology should help improve customer experience.

Click to enlarge

2. Providing services, not just drugs

It's fairly obvious that whilst drugs are vital in treating many conditions and diseases, there is much more for the patient and physician to consider. That could be anything from education or lifestyle advice, to emotional support. Pharma companies have always engaged with the end consumer but digital technology ultimately promises much greater scale.

One such example is AstraZeneca's Day-by-Day coaching service for patients recovering from a heart attack. The service provides a combination of digital content and one-to-one coaching, partnering with the HIPAA-compliant Vida app.

The app helps patients to manage stress, find information, learn about caregiving and chat with a coach. Novartis has taken a similar approach with its Together in HF social network.


The ultimate aim, of course, is for pharma companies to look more to outcome-based solutions which involve greater engagement with patients and third parties. In order to achieve this they must not only assist with holistic patient care in this way, but must also advocate a combination of therapeutics, whether or not they themselves manufacture them.

Providing this type of customer experience may be quite a step change, but pharma has for a decade been coming to terms with the internet's impact on patient knowledge and behaviour.

Consumers are ever more motivated by finding the best treatment and the cheapest price, and pharma must provide the best outcome-based approach to cut through. Indeed, some companies are partnering with third-party tech companies in an effort to promote an unbiased presence in the market.

3. Improving diagnostics and adherence

The concept of the connected human being given personalised care and improved diagnostics is one long foreseen by science fiction. Since wearables entered the market, the idea of ongoing measurement has seemed less fanciful. Indeed, the ubiquity of the smartphone now gives the prospect of reliable access to patient data in the real world. 

One well-publicised example of digital medicine is the ingestible sensor in development by Proteus Digital Health. The company received FDA approval in 2012 for a drug-sensor-app system, which is used to montor adherence.

When the patient takes their pill, it dissolves in the stomach and causes a small voltage (as a small amount of magnesium and copper come together). This voltage is then picked up by a sensor on the body (stuck to the arm) which relays the information (time of ingestion) to a smartphone app and then on to the physician.

Proteus has trialled this system with an antipsychotic and a hypertension pill. The obvious extrapolation is to a future where a range of patient data is securely transmitted to the physician and this will mean less time spent on diagnostics (or more accurate diagnostics) and more on personalising treatment.

This aggregation and analysis of patient data is a field where the seeds of disruption in pharma could already be sown. Watson Health Cloud was created in 2015, in partnership with Apple, Johnson & Johnson and Medtronic, and provides analytics services to healthcare professionals.

Watson Health Cloud analyses data from personal devices, connected medical devices, implants and other sensors, and can support clinical decisions and reduce incorrect diagnoses. Consumers may be motivated to use services such as Apple HealthKit as they pursue value and the best treatment.

This is an area where pharma companies will have to keep step, especially when it comes to proving the value of their drugs. Payors, too, may use more patient data to determine payment.

However, it's worth pointing out that a big wave of extra data doesn't necessarily represent a panacea. The fully quantified self has many ethical and privacy concerns - as Watson builds out knowledge of genomics, clinical and exogenous data, these issues will continue to be debated.


4. Better sales practices

Back to some good old-fashioned marketing now. Too often, private healthcare professionals or providers must meet with multiple reps from the same pharma company. This is understandable given the expertise needed within each specialism, but from a customer point of view, busy healthcare professionals (HCPs) may be left wanting a more flexible solution.

Increasingly, pharma companies are using digital technology (both customer facing and back-of-house) to provide this. CRM systems can achieve a single customer view and digital communication channels can provide access to samples and resources (for HCPs and patients).

SKURA is one tech company that provides such digital sales enablement for life sciences, and it defines this role of supporting HCPs as 'the trusted concierge'. The aim is just like that of CRM in many other sectors, to 'deliver personalized messages to customers at the right time using the right channel in order to increase revenue and reduce costs.'

Digital sales aids and marketing are now firmly on the rep agenda.

A related area is that of more effectively targeting patients. Patient finder technology such as Vencore Health Analytics combines clinical knowledge with big data to allow drug manufacturers to identify potential patients that may have a disease that is hard to diagnose.

This is similar to the Watson solution discussed above, using health records, genomics and claim data. Such data analysis will not only ultimately improve treatment, but necessarily increase the number of diagnoses.

Havas Health partners with Vencore


5. R&D and supply chain efficiency

In a recent post on CRM, marketing automation and data management, I discussed the concept of XRM ('anything' relationship management). CRM is not just about increasing sales through customer-facing technology or through analytics. There's much to consider in drug production, too.

R&D can be improved by bringing real-time technology to bear on clinical trials, and the supply chain could benefit from better sales and operations planning. This would bring better productivity, inventory levels, and service levels.

A common theme in the digital transformation of any industry, the digitization of the supply chain represents a security risk to pharma but is a necessary step in meeting raised expectations from all parties.

6. Real-world data and drug development

The proliferation of health analytics solutions has implications for drug development, too. Manufacturers will have access to much more real-world data and this will undoubtedly assist in understanding the effects of a drug.

Dr. Amy Abernethy of Flatiron Health tells McKinsey, “I would want to know what adverse events there are before others surface this for me. With constant monitoring, you will find a lot of signals, and you will need to learn how to handle these signals with respect to reporting to the Food and Drug Administration. But this is not a reason to stick your head in the sand; this is how drug development is going to be done in the 21st century.”

Abernethy goes on to suggest that this means clinical informaticists must eventually rise to become business leaders in pharma, as they help companies come to terms with losing dominance of information about their products. 

So, not only will drug discovery increasingly be aided by digital technology (in predicting successful drugs), but so too will the monitoring of drug use on a wider scale. 

No comment yet.

Why #pharma content marketing campaigns should be agile #hcsmeufr #esante #digitalhealth #mhealth

From www.pmlive.com

Content. Be it a 44-page white paper on the symptoms of Meningitis or a two-minute YouTube video which demonstrates how to apply skin rash lotion, companies are discovering how essential content is in the world of marketing. We’ve come a long way from soundbytes and silver-tongued sales patter; the public want expertise. So if you if you fall into this category, glorious days lie ahead and you have an unprecedented chance to rise above the charlatans who offer so much but give so little. You can prove your expertise, right? Then what’s stopping you?

Well, as everyone who has tried pharma content marketing knows, it’s not as simple as that. You could very well write several masterpieces on subjects you know about, but how will people know about them? Simply putting content ‘out there’ is not enough – it needs to be found. And promoting content, annoyingly, is often as difficult as promoting the brand itself.

The ‘being heard’ aspect is the challenge, however, whereas many brands think the challenge is the content creation itself. Too often, content is thrown-out willy-nilly and – despite how brilliant it may be – is either:

A) Too hard to find
B) Irrelevant

Agile pharma content marketing is the systematic approach for getting heard. It’s simply a matter of devising strategies first, creating content second – and not the other way around. More importantly, it is about responding to customer needs, rather than your own whims.

In other words, it makes your content easy to find and relevant.

Agility: rolling with the punches

Besides consistency, however, is the need for adaptability. Although the plans must be strictly adhered to, the content itself must be appropriate to an ever-changing world.

This is where the ‘finger on the pulse’ comes in. What are the big trending subjects? What are the most popular forms of content at the moment, and where are people accessing them? Research into your target market (i.e. patients and HCPs) is the key to understanding what they need to know, and how you can provide it. Remember: your customers’ needs come first, not your whims or big ideas. No matter how brilliant your answers are, they are worthless without the questions first!

For pharma, embracing change means embracing new formats – and ways of sharing them. Yearly reports, for example, may be replaced by weekly (or even daily) reports and new findings, and these findings can be informed increasingly more by feedback from patients. In this way, marketing becomes more of a conversation than a sales pitch.

Don’t be afraid to experiment!

Thomas Edison once said: “I have not failed. I've just found 10,000 ways that won't work”.

This may sound like witty self-effacement to some, but it actually points out that failure can be the greatest teacher – as long as the lessons are learned. If you are too afraid to try new methods, you’ll never advance; it’s that simple.

Agile content marketing marries both experimentation and consistency, but perseverance is the essential human quality for any marketing strategy. At times it may seem that the chips are down, but this is because the success of content marketing is often more abstract or unquantifiable – and concrete/financial returns are a long time in the making.

The ‘unquantifiable’ success, however, is the growing reputation of your brand. The more valuable and relevant content you create – and share in the most well-thought-out way – the better the chances of building reliability in your brand and, as a result, fostering customer loyalty which will last for years to come.

This blog was originally published here: http://www.wearecouch.com/blog/why-pharma-content-marketing-campaigns-should-be-agile

No comment yet.

Industrie pharmaceutique : 1ère progression des effectifs depuis dix ans #pharma #hcsmeufr #emploi

From www.mypharma-editions.com

Selon les résultats de la dernière enquête annuelle Emploi du Leem, la stabilisation des effectifs de l’industrie pharmaceutique en France se confirme. Avec 98 786 salariés recensés à fin 2016, soit une progression des effectifs de 0,1 %, l’industrie pharmaceutique bénéficie d’une trajectoire de l’emploi légèrement plus favorable que celle observée dans l’ensemble de l’industrie manufacturière (- 0,9 %).
GIE_GERS's curator insight, December 18, 2017 3:52 AM

Selon les résultats de la dernière enquête annuelle Emploi du Leem, la stabilisation des effectifs de l’industrie pharmaceutique en France se confirme. Avec 98 786 salariés recensés à fin 2016, soit une progression des effectifs de 0,1 %, l’industrie pharmaceutique bénéficie d’une trajectoire de l’emploi légèrement plus favorable que celle observée dans l’ensemble de l’industrie manufacturière (- 0,9 %).

FDA Sets Record for Recent Drug Approvals – Best Year Since 1996 #hcsmeufr #esante #digitalhealth

From www.statnews.com

The FDA just broke a recent record for most new drug approvals in a year, hitting a not-entirely meaningful (but not altogether meaningless) milestone for an agency that has long promised to pick up the pace.

 

With today’s green light of La Jolla Pharmaceutical Company’s Giapreza, a treatment for dangerously low blood pressure, the FDA hit 46 approvals for the year. That’s the most in at least a decade.

 

We’re looking at only approvals from the FDA’s drugs division, which considers pills and injections that treat disease. So-called living products, including vaccines and gene therapies, are approved by a different division at the agency and counted separately.

 

Further Reading:

  • “Big Pharma Had a Bumper Crop of New Drugs Approved in 2017, But Profitability Shrinks”; http://sco.lt/7OtdVx
Pharma Guy's curator insight, December 22, 2017 7:57 AM

The tally includes NMEs (New Molecular Entities – traditional drugs) and BLAs (Biologic License Applications – these are manufactured biologics, which do not include vaccines).

Digital Marketing in #Pharma Industry: A Complete Guide #hcsmeufr #esante #digitalhealth

From www.digitalvidya.com

Prior to booking an appointment:

 

  • 77% of patients used search
  • 83% used hospital websites
  • 54% used health insurance company sites
  • 50% used health information sites
  • 26% 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.

No comment yet.

Accenture survey : 55% of HCPs (US, UK, FR, DE) don't know about pharma patient support programs  #hcsmeufr #esante #digitalhealth

From www.accenture.com

ReadKey findings from a survey of 300 healthcare professionals in the US, UK, France and Germany on patient services offered by pharmaceutical companies.

No comment yet.

Pharma is ‘getting lower returns on R&D’  #hcsmeufr #esante #digitalhealth

From www.pmlive.com

The return on investment in R&D by the top 12 companies in the pharma industry is at its lowest level for eight years, at just 3.2% of spending, says a new report.

That is a big reduction from the 10.1% return in 2010, made even more serious by a massive increase in the cost of bringing a new drug to market, now almost $2bn compared to $1.2bn in 2010 when the annual survey - by Deloitte’s Centre for Health Solutions - was first conducted.

Last year that figure was just over $1.5bn, and big increase in just one year is attributed to a decline in the number of drugs in the late-stage pipeline, which is down 16% on 2016 with 159 candidates across the industry.

One slightly bright spot in the data comes from Deloitte’s analysis of average peak sales per asset, which has risen from $394m last year to $465m but still lags well behind the $816m figure reported in 2010 and that overall decline contributes to the low internal rate of return.

The data is “a stark reminder that investing in R&D is a high-risk, high-reward endeavour”, according to Colin Terry, consulting partner for European life sciences R&D at the accounting organisation, who suggests that the industry is facing big challenges including “increased competition, expiring patents, declining profitability, mounting regulatory scrutiny, and arguably the most heated issue - pricing”.
No comment yet.

Innovation : la pharma fait sa mue #hcsmeufr #esante #digitalhealth

From buzz-esante.fr

Les laboratoires pharmaceutiques poursuivent leur transformation digitale en se tournant vers l’innovation ouverte et l’écosystème e-santé en France.

Four digital trends in global clinical trials #hcsmeufr #esante #digitalhealth

From www.pharmatimes.com

What digital tools can the industry take advantage of? - News - PharmaTimes
No comment yet.

Sanofi et Bpifrance veulent booster le développement de la e-santé en France  #hcsmeufr #esante

From www.challenges.fr

Doper l’innovation en santé en faisant collaborer start-up et grands groupes.

Avec deux initiatives très différentes, c’est un message très similaire qu’ont envoyé ce lundi 4 décembre Sanofi et Bpifrance.

Le plus gros laboratoire français inaugurait sur son campus de Gentilly, dans le Val de Marne,  le "39 bis", un laboratoire entièrement dédié à la e-santé.

De son côté, la banque publique des PME lançait le Health Tech Hub, un programme d’accélération pour ses participations dans le secteur médical.  

Chez Sanofi, la volonté d’accélérer dans la santé connectée se traduit par le lancement du "39 bis", un espace de 170 m2 dédié à la e-santé, sur son campus de Gentilly.

Un lieu qui entend répondre à "une volonté farouche de capitaliser sur l’extraordinaire écosystème de la santé en France, et particulièrement de la e-santé", a souligné Guillaume Leroy, président de Sanofi France.

Axé sur l’usage des données numériques au profit des patients et des professionnels de santé, ce lieu illustre l’effort "d’innovation ouverte" revendiqué par le laboratoire français ...

France Silver Eco's curator insight, December 6, 2017 7:29 AM

Alors que Sanofi lance un nouvel espace dédié à l’usage des données numériques au profit des patients et des professionnels de santé, Bpifrance dévoile un nouveau dispositif d'accompagnement pour les start-up dans la e-santé.

Ensemble, améliorons l’information, la prévention et la prise en charge des maladies infectieuses. #fsp2017 #hcsmeufr

From storify.com

Ensemble, améliorons l’information, la prévention et la prise en charge des maladies infectieuses.
#fsp2017 - Campus Sanofi Val de Bièvre - 1er Décembre 2017

No comment yet.