PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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Six Success Imperatives For Building A World-Class Digital Factory In Pharma

From dt-associates.com

Digital factories—central, shared organizations that coordinate and deliver digital platforms and related services for the wider company—are here to stay. But are large pharmaceutical firms getting the most out of them? And how do you set the team up for success? Digital executives at global pharmaceutical firms need to calibrate six success factors to achieve the promised benefits of digital factories: a competitive time to market, reduced cost, and world-class digital capability.
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PhRMA New report Cancer: more than 1,100 medicines and vaccines in development #hcsmeufr #esante #digitalhealth

From catalyst.phrma.org

In a new report, as a result of unprecedented advancements in science, there are currently 1,120 new medicines and vaccines in development to treat cancer.
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Global Oncology Trends 2018 - IQVIA #hcsmeufr #esante #digitalhealth

From www.iqvia.com

Highlights advances in cancer therapeutics, the use of these drugs, their global spending trends, the pipeline of therapeutic innovation & clinical trials....
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Congrés mondial #ASCO #Asco2018 #cancer #recherche : la France, 1er pays européen en nombre de présentations #hcsmeufr 

From www.mypharma-editions.com

A l’occasion du congrès annuel de l’American Society of Clinical Oncology (ASCO), qui se tiendra du 1er au 5 juin à Chicago, Illinois, l’Institut national du cancer publie un numéro dédié de son bulletin de veille Onco Actu et propose une sélection parmi les 5 056 communications programmées.

Lors du congrès annuel de l’ASCO, 5 056 communications sont programmées ; 426 d’entre elles seront présentées par des équipes dont l’un des auteurs au moins est affilié à une entité française (publique et privé). Avec 426 communications, la France est le premier pays européen en termes de nombre de présentations inscrites cette année au congrès.
GIE_GERS's curator insight, May 30, 1:05 PM

A l’occasion du congrès annuel de l’American Society of Clinical Oncology (ASCO), qui se tiendra du 1er au 5 juin à Chicago, Illinois, l’Institut national du cancer publie un numéro dédié de son bulletin de veille Onco Actu et propose une sélection parmi les 5 056 communications programmées.

Lors du congrès annuel de l’ASCO, 5 056 communications sont programmées ; 426 d’entre elles seront présentées par des équipes dont l’un des auteurs au moins est affilié à une entité française (publique et privé). Avec 426 communications, la France est le premier pays européen en termes de nombre de présentations inscrites cette année au congrès.

Transformation numérique de la santé: "il faut impérativement dépasser la technocratie" @BABGI #hcsmeufr #esante #digitalhealth

From www.ticpharma.com

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


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Formations médicales : le numérique ouvre de nouvelles possibilités

From bfmbusiness.bfmtv.com

Aujourd’hui, c’est un véritable atout d’avoir pu s’entraîner avant d’être en contact direct avec un patient» explique Régis Caillat-Grenier, Fondateur de Jake.

Située à Paris, l’agence digitale Jake réunit une équipe disposant de la double compétence santé et technologies.

Sa mission ? Mettre à disposition des outils de simulation et de formation à destination des professionnels de santé ou en formation initiale.

«En lien avec notre équipe de développeurs, graphistes et ergonomes, nous effectuons la coordination de projet afin de créer les contenus pédagogiques dédiés au monde médical. » Bien qu’une des principales limites de la gamification de la formation soit le coût, les progrès en R&D permettent aujourd’hui de créer des applications
abordables.

Dans un contexte d’évolution technologique permanente, les professionnels de santé ont l’obligation de mettre à jour leurs connaissances régulièrement.

La question de la formation continue en milieu médical soulève beaucoup de questions : quel financement ? quelle appellation lui donner ? quel temps lui consacrer ? «Aux côtés des traditionnels congrès et séminaires, le digital apporte une réelle flexibilité.

Grâce aux nouveaux outils, un praticien peut désormais se former chez lui tout en étant plongé dans une simulation reproduisant son cadre de travail quotidien.

Ces mises en situations sont très appréciées des professionnels de santé » précise Régis Caillat-Grenier ...

France Silver Eco's curator insight, May 25, 10:21 AM

Avec l’avènement du digital, la formation dans le milieu médical a considérablement évolué. En parallèle, la typologie des étudiants a également changé : aujourd’hui, ce sont la plupart du temps des digital native qui ont accès à la connaissance en ligne. Auprès de leurs professeurs, ils vont ainsi davantage chercher des interactions et du feedback plutôt qu’un cours magistral. «A l’instar de l’aéronautique, le milieu de la santé se forme de plus en plus grâce aux outils de simulation.

Invest in Adverse Event Reporting - It’s Key to the Modern Pharma Marketer’s Success

From www.liveworld.com

As patients continue to discuss their health on a growing number of platforms, including social media, chatbots, messages apps, and various Internet of Things devices like Amazon Echo, it becomes increasingly difficult for life sciences companies to report adverse events in a timely matter.  Companies can combine automated solutions with human agents to ease the burden of event reporting on marketing teams and open them up to focus on other things.

There’s no question that the digital world provides pharmaceutical marketers with a wide variety of vehicles for 1-to-1 patient communications. Between social media, chatbots, and messaging apps such as Facebook Messenger, Kik, WhatsApp, and Telegram, there are no shortage of options to connect with personalized conversations.

The universe expands even more for pharma marketers considering using next-generation conversational channels such as Amazon Echo, Google Home, telemedicine, and other Internet of Things (IoT) devices. IoT device adoption is growing at astronomical rates. According to CNBC, Amazon could have 500 million active customers globally by 2020. Pharmaceutical companies will want to take part in these voice-activated channels for the 1-on-1 connections they offer. In a recent article, USA Today speculated, “Could U.S. consumers one day find themselves logging in to Amazon Healthcare Prime, or asking Dr. Alexa—Amazon’s popular Echo home assistance device uses a digital voice answering to the name Alexa—what they should do about their cough?”

New Tech’s Impact on Adverse Events Reporting

These channels are opportunities for medicine brands to strengthen patient relationships, but how do pharmaceutical companies report adverse events in a timely manner across so many diverse channels? How many people would it take worldwide and around the clock? So, how does a pharma marketer scale adverse events management of these marketing channels? Oftentimes, an adverse event monitoring program can cost as much as the digital program itself, and it can be difficult to justify the resources needed to monitor for adverse events across a large array of social media platforms and multiple chatbot and messaging app channels.

To overcome these challenges, and monitor these channels, marketers need scaled solutions made up of adverse events reporting software and a team of human agents. We found recently, with one of our healthcare clients, that through a combination of human agents and automated software, overall response rates for the client increased by 66% across all the healthcare provider’s major social channels. Day-to-day workload for their marketing team was reduced by 43%. Ultimately, the program also enabled higher quality engagement, with customized responses addressing the needs of patients.

Human agents can especially assist pharma marketers with the subtleties and nuance of language and conversations that automated software alone typically cannot detect and address. For example, a team of trained and skilled moderators can tag and capture social media comments that may simply state “me too,” in response to an adverse event in a flow of comments and responses, something that may be missed by programmed software solutions.

Making Social Media Adverse Event Reporting Easier

Pharma marketers shouldn’t have to exclude using social channels due to onerous brand response and adverse events management, and the fear of non-compliance. Over time we’ve found that our clients see resounding results through the automation of lower level tasks in social media, like automated tagging, acceptance, and rejection of social media comments. This can even include the automated tagging of adverse events in social media according to business rules and workflows. By automating lower level social media tasks, it frees up the marketing team for custom response and insight gathering. Social media and direct insights from patients on these channels not only has the potential to provide inspiration and direction for new product development, but they can also improve marketing, maintain product loyalty, and much more.

Using these platforms for pharma marketing makes even more sense when marketing to millennials, a sought-after audience who use these channels to make healthcare decisions. In fact, more than 75% of Americans use social media to research their symptoms. While, 90% of people ages 18 to 24 say they trust medical information shared on their social feeds, according to PwC Health Research Institute. This suggests that medical and health information isn’t simply being shared to spur conversation. Millennials, or the always-connected generation, sees social media as a trustworthy source for medical information.

Utilizing these conversational channels and maintaining FDA adverse events reporting compliance may be easier than brands ever thought possible. There are scalable social media pharma software solutions that can detect and triage adverse events in social media comments, or in chatbots and messaging app conversations, and with the addition of human agents, provide the compassion required in the healthcare space.

Combining Humans and Automation

The combination of FDA adverse event reporting software to scale detection and response, and human agents to decode language nuances and add humanity is very powerful for medicine brands. Software alone can never overcome the subtleties of language, sarcasm, slang, graphical content, use of emoji, and more. Humans in coordination with software are required. Ultimately, software solutions and human agents can free up a brand’s marketing team for more strategic decisions and pressing marketing campaigns.

Pharma marketers should supplement the standard off-the-shelf SaaS solutions used by other industries for social media publishing, and seek specialized enterprise software used in pharmacovigilance and AE reporting that are specifically engineered and targeted with FDA compliance and adverse events management in mind. Going that route not only enables brands to manage social media and messaging, but also handle adverse events and the reporting and archiving required by the FDA.

Social media represents a huge opportunity for pharmaceutical marketers to improve patient engagement, whether it be through healthcare communities, or 1-on-1 conversations in messaging apps. Pharma marketers should be nurturing those direct conversations between customers, patients, and their brand. With new enterprise-level pharma industry specialized adverse events services and software, pharma brands can ensure their FDA compliance and start creating relationships that have a positive impact in the lives of patients.

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Doctors and the influence of the digital boom

From www.pharma-iq.com

Instant access to the latest chatter isn’t just reserved for millennials and generation Z. It is tapped by busy healthcare professionals looking for a well of information.

Physicians and doctors 

The Internet of Things (IoT) is well-suited to the busy lives of healthcare professionals who maintain tight appointments and training schedules. Consecutive meetings with specialist pharma reps can be demanding and time-consuming, whereas hoping online from your device is a far more accessible and immersive source of information.

Content can also be targeted directly to doctor-based forums, speeding up the distribution process, while complying with rules and regulations that govern communication with the public. Groups such as Doctors Hangout and the British Medical Association now boast hundreds of thousands of followers.

Public Health England itself uses social media to share news and information about the sector, and engage with patients. Our team at The Operators have previously helped Public Health England run an anti-smoking campaign, which soon expanded into a YouTube takeover. We experimented filming various liquids moving through water to raise awareness of the damage smoking can do to your blood.

In this context, the internet might just be the most powerful modern channel to raise awareness of pharmaceutical treatments and best practice. Indeed, it has the power to revolutionize brand reputation and influence prescription decisions to make or break drug sales.

Want more? 5 thoughts for physicians switching patients to biosimilars

Pharma communications and marketing 

Although online communications are still highly regulated, pharma brands are beginning to brave the digital world. They’re now discovering the power of creative digital campaigns to put treatments in front of healthcare professionals. And doctors are engaging.

Online animation, for instance, is effortlessly accessible and tend to take on a life of its own. The internet is full of emails, blogs and images, but a whopping 92% of internet users regularly share video content across the web. And explainer videos have proven to increase conversion rates by 20%.


Still of AstraZeneca Animation 

Animation can show the inside, or outside of a human body, without disturbing a viewer with graphic detail. It can breakdown complex medical jargon using visual aids or quirky characters. And it can be created on a reasonable budget, within a tight turnaround…if the creative process is carried out in the right way.

In a recent campaign for AstraZeneca, retro 2D animation was brought to life in the nick of time for a new treatment launch. From black and white storyboards to a full-colour film, the campaign could be delivered on its tight turnaround largely due to the flexibility of digital mediums.


Story board for AstraZeneca Animation 

As brands vie for attention, online video provides the means to capture it. By conveying scientific detail in this easily accessible, visual format, brands can snowball the reach of a treatment launch.

Fun and fast, the internet is a means of blending entertainment and information – the right message, sold in a visually engaging way, has the power to set healthcare professionals on the path to selecting a brand's latest treatment. All in a fraction of the time it would take to meet a rep face to face.

Digital channels may seem somewhat intimidating, considering the challenges of user generated content, continuously changing algorithms and ambiguous regulatory guidelines. Nevertheless, pharma brands must adapt and evolve.

Doctors do use the internet, and they are influenced it, just like your average human being. Unlocking its power can lead to drastic changes in the uptake of new products.

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Pharma's use of social has matured: report #hcsmeufr #esante #digitalhealth #pharma

From www.econsultancy.com

Pharma use of social media is maturing as companies get more savvy about how they use social channels.
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Pharma on social media – the time to engage is now #hcsmeufr #esante #digitalhealth #pharma

From pharmaphorum.com

The pharma industry is moving on from merely broadcasting on social platforms and starting to listen and engage, appreciating the benefits of mining these rich seams of data.
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What does Twitter's 280 characters mean for pharma? - #hcsmeufr #esante #digitalhealth #pharma

From www.mmm-online.com

Marketers survey the pluses and minuses of the platform's new 280-character limit.
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Social Media Influencers in Healthcare and Pharma #hcsmeufr #esante #digitalhealth #pharma

From www.wegohealth.com

What's the role of social media influencers in healthcare and pharma? We've got the details for you here along with seven engagement models.
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#SOTRUE It's not about technology; it's about culture #hcsmeufr #esante #digitalhealth #pharma

From www.himssinsights.eu

Digital leaders emphasise that the move towards paperless in healthcareis 'all about cultural change'
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The Pharma Social Media Ranking – #hcsmeufr #esante #digitalhealth #pharma

From blog.owenhealth.co.uk

The Pharma Social Media Ranking, the Global Twitter Edition from Owen Health — the healthcare marketing agency like no other.
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Social Media Success: Trends in Pharma Digital Strategies #hcsmeufr #esante #digitalhealth #pharma

From knobbemedical.com

According to data published by business intelligence firm Cutting Edge Information, the majority (73%) of pharmaceutical marketing teams expect to use or continue to use the popular social media forum Facebook to facilitate their digital marketing strategies over the next one to two years. According to Cutting Edge Information, “[i]n these strategy meetings, teams consider …
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Is it possible for your trial to have a voice on social media?#hcsmeufr #esante #digitalhealth #pharma

From www.axon-com.com

With the recent release of Twitter’s new paid promotion policy for pharma, I got to thinking about clinical research awareness online. Specifically, regarding the importance of fair and balanced advertising. Being in this industry, we tend to lose sight of the awareness level of the general public. There is a lot of noise online. Unless …
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Big #pharma et réseaux sociaux: des contenus moins nombreux en 2017, mais mieux ciblés #hcsmeufr #esante  #socmed

From www.ticpharma.com

PARIS (TICpharma) - Les publications des 20 plus grands laboratoires pharmaceutiques mondiaux sur les réseaux sociaux ont été moins nombreuses en 2017 que l'année précédente, mais ciblées vers des audiences plus pertinentes, selon les résultats du troisième "Social Check-up" réalisé par l'agence Ogilvy Healthworld et consultés par TICpharma.


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Where is biotech and big #pharma on social media? #hcsmeufr #esante #digitalhealth #socmed

From www.smithhanley.com

“The absence of pharma brands on social media creates a significant void of reputable healthcare information to aid patients.” posits Dawn Lacallade, LiveWorld. Why isn’t the pharmaceutical industry more active on social media?
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TO TWEET OR NOT TO TWEET: RAPID GROWTH IN THE USE OF SOCIAL MEDIA AT MAJOR CARDIOVASCULAR MEETINGS #hcsmeufr #esante #digitalhealth #socmed

From www.onlinejacc.org

Not without controversy, social media use has gained traction in medical and surgical conferences due to its ability to disseminate information in real time. However, there is a paucity of research quantifying this trend in cardiology conferences.

The Symplur Signals database was used to analyze
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TO TWEET OR NOT TO TWEET: RAPID GROWTH IN THE USE OF SOCIAL MEDIA AT MAJOR CARDIOVASCULAR MEETINGS #hcsmeufr #esante #digitalhealth #socmed

From www.onlinejacc.org

Not without controversy, social media use has gained traction in medical and surgical conferences due to its ability to disseminate information in real time. However, there is a paucity of research quantifying this trend in cardiology conferences.

The Symplur Signals database was used to analyze
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This digital pill wants to make following your prescription easier #hcsmeufr #esante #digitalhealth

From www.pbs.org

Most adults say they struggle with remembering to take their prescriptions. A nationwide study is testing a pill with an ingestible sensor that tracks medication adherence from inside the body.
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