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ePharma West 2014

ePharma West 2014 | #ePharma | Scoop.it
ePharma Summit West is the meeting place for life science marketers to innovate, create, and evaluate their digital marketing programs. We bring together the leaders and innovators for 3 days to share winning digital marketing strategies that you can build upon to make your own-at your pace, within your budget. Whether you hail from a pharma, biotech, or medical device company, no matter your size or budget, ePharma Summit West delivers big budget ideas that you can right-size and implement in a cost-efficient way that are just as impactful.
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Physicians online tools -

Physicians online tools - | #ePharma | Scoop.it

Not too long ago I was hired to do an analysis of an online tool for physicians that cost well into the six figures to develop.  The tool was designed to help physicians determine if the company’s product was a “good choice” for a chronic health condition.  The key issue was that , although physicians were clicking on the page with the tool the bounce rate was very high.

Online research findings indicated that although doctors found the tool promising the gap between expectation and the way the tool actually worked was quite wide.  Another issue was that doctors found the tool “too complex” to use and thus they gave up after starting to use this diagnostic program.  The bottom line was that the failure to conduct a usability study along with a misunderstanding of the audience all contributed to a good idea that was destined to fail.

 

Empathy is an important aspect for all marketers and that applies to marketing to physicians as well. Today’s doctors are fighting a battle to transform their practices from being paper based to technology based at the same time insurers are imposing new treatment guidelines.  While more and more doctors are using iPads and smartphones the depth and complexity of online tools and practice information is overwhelming a lot of doctors, even those who are technology enabled.

 

The first thing we need to understand is that, like consumers, the physician’s world is a multi – screen.

 

But that doesn’t mean they are abandoning their PC’s.  Physicians still spend a lot of time in the office with big screen PC’s reading medical journals and going to sites like Medscape.

 

The question then becomes do doctors really have the time to learn new online tools?  The answer is yes and no.  Yes, if the tools can help them improve patient care and the efficiency of their practice, but no if the tool requires a lot of learning, is not intuitive and is not used for every patient. It’s also important to understand that the line between physian segmentation around technology is slowly disappearing.

 

We need to ensure that online tools for doctors are both easy to use and that they clearly understand the benefits to both their patients and practice. Complex online tools are not going to have a high utility if physicians don’t use them a lot and marketers should be wary between great ideas an execution when developing online tools for doctors.


Via Plus91, Celine Sportisse, eMedToday
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ePharma Buzz- 10/24

ePharma Buzz- 10/24 | #ePharma | Scoop.it

#ePharma news waits for no man. As digitally connected as we all are, it’s easy to miss a thing or two over the course of a busy week. Are you guilty of putting down your phone, iPad or laptop for an hour or two these last few days? No sweat. We took the liberty of pulling together some worthwhile pieces of news from this past week.

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Connected health is progressing, but obstacles remain (and some of them are doctors)

Connected health is progressing, but obstacles remain (and some of them are doctors) | #ePharma | Scoop.it
Connected health is progressing, but obstacles remain (and some of them are doctors)

Via Alex Butler
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Vigisys's curator insight, November 2, 2014 5:13 AM

à propos des résistances au développement de la médecine connectée (pas aux antibiotiques...). Et de l'importance de l'implication des médecins dans le processus. Encore beaucoup de chemin à parcourir, mais des pistes à suivre, très vite.

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Building on their lucky streak, Boomers can see digital health as their destiny

Building on their lucky streak, Boomers can see digital health as their destiny | #ePharma | Scoop.it
The generation that practically invented Youth ™ will be able to effortlessly track -- and possibly better manage than anyone in history -- our getting old.
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Microsoft Smart Watch to be Unveiled in Coming Weeks

Microsoft Smart Watch to be Unveiled in Coming Weeks | #ePharma | Scoop.it

The smart watch market is projected to be worth about $7.1 billion in 2015 and it would appear that Microsoft has every intention of being a player in this potentially lucrative space. Forbes is reporting that the company has plans to unveil a wearable device within in the next few weeks capable of tracking a user’s heart rate.  The device will reportedly work across a number of different platforms in addition to Windows phones including iPhone and Android.  

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Google Helpouts: The Virtual Future of Healthcare

Google Helpouts: The Virtual Future of Healthcare | #ePharma | Scoop.it
Could the future of healthcare be powered by virtual technologies?

Via Alex Butler
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Art Jones's curator insight, October 15, 2014 1:18 PM

Once Google firms up it's HIPAA compliance regimen Helpouts should succeed, time will tell.

Suman Ali's comment, October 16, 2014 7:43 AM
thanks for this sharing..
Suman Ali's comment, October 16, 2014 7:43 AM
thanks for this sharing..
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ePharma Buzz- 10/17

ePharma Buzz- 10/17 | #ePharma | Scoop.it
It's almost Friday afternoon which means it's time to start checking out mentally. Maybe? Either way, here’s a list of five articles worth a glance from this past week.  
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Mobile Apps
in the Pharmaceutical Industry

Mobile Apps <br/>in the Pharmaceutical Industry | #ePharma | Scoop.it
Mobile Apps
in the Pharmaceutical Industry by Matt Baldwin - 08/10/2014
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Could mental health apps be the next big thing in health tech?

Could mental health apps be the next big thing in health tech? | #ePharma | Scoop.it
Psychiatric conditions are anticipated to cost the global economy US $16 trillion.
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The Secret Recipe for Content Marketing Success - Healthline

The Secret Recipe for Content Marketing Success - Healthline | #ePharma | Scoop.it
I had the pleasure of presenting a session on content marketing at this year's ePharma West, where I gave attendees the recipe for Healthline.com’s success.
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FDA Extending Comment Period on Draft Guidances

9/26/14 UPDATE:

In response to a request for additional time and to allow interested persons more time to submit comments, FDA is reopening the comment period for the two draft social media guidances that published on June 17, 2014.  Beginning September 29, 2014, the public will have an additional 30 days to provide comments on the drafts:
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ePharma West Day 1 Summary

A Social Media Story storified by Brian Shields
ePharma's insight:

Cool summary of yesterday's opening day of #ePharma West from Brian Shields

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How Wearables Can Meet Aggressive Projections

How Wearables Can Meet Aggressive Projections | #ePharma | Scoop.it

Wearable technology is expected to grow to be a $30 billion market by 2018 but while many people are beginning to come around on the benefits, there are still plenty of reasons to be skeptical.  According to a recent report from PWC, 86% of consumers believe wearables make us vulnerable to security breaches, 82% believe it invades their privacy and 72% feel it hurts our ability to relate to other humans.

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Patient Engagement: Who's the Engager & Who's the Engagee? #Pharma or Patient?

Patient Engagement: Who's the Engager & Who's the Engagee? #Pharma or Patient? | #ePharma | Scoop.it

"There is a subtle form of power-politics implied in just about every deployment of 'patient engagement' you're likely to encounter that can serve to deprive the patient of authority rather than promote the autonomy of the patient," says Andrew Spong (here: ‘Patient engagement': a pernicious, presumptive powerplay?).


"It remains easy for pharmaceutical companies to enthusiastically support ‘patient engagement’ initiatives as long as they are not required to relinquish their position of dominance as engager. The pharmaceutical industry’s role isnot to be the engager, but rather to be the engaged. Activities that genuinely serve the patient should never derive from a strategic plan, but ratheremerge as a response to an identifiable, clearly stated unmet patient need."


Basically, Andrew is saying that pharma must be the "engagee," not the "engager."


OK. Now for my response. Click, please!


Via Pharma Guy
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Pharma Guy's curator insight, October 24, 2014 12:37 PM


Speaking of marriages and long-term commitments, listen to this 3-minute audio snippet, in which Andrew Schorr, Founder and Host of PatientPower.info, notes that pharma agency accounts come and go, but patients are living with their conditions day in and day out. Pharma has to be careful, says Schorr, when approaching patients about how they view the commitment.


Listen here: To Engage Patients Pharma Must Commit to the Long Haul

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ePharma Summit: Pharma Salaries Dip Across the Board

ePharma Summit: Pharma Salaries Dip Across the Board | #ePharma | Scoop.it

The results of this year’s MM&M salary survey may be a case of the glass half full versus glass half empty conundrum.  Salaries across the board were down 5.5% but at the same time, it was the second highest average in the 28 year history of the survey.  This may come as a surprise to some given the state of competition for talent in the industry. “The growth that I’ve seen and the turnaround in the industry in the past 18 months has really caused an increase in competition for top talent, which comes with paying some money,” according to Frank Powers, Dudnyk President.

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Back to the Future of Medicine: 3 Reasons Why Healthcare Needs Hackathons

Back to the Future of Medicine: 3 Reasons Why Healthcare Needs Hackathons | #ePharma | Scoop.it
By Aman Bhandari and Sachin JainMedicine and public health have had a long history and strong roots in experimentation and solving problems through iteration. As healthcare now begins to intersect
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Using digital strategies to promote health equity

Using digital strategies to promote health equity | #ePharma | Scoop.it
Without addressing issues such as access, effectiveness and health literacy, implementing health and health care strategies that depend on digital technologies run a significant risk of increasing health disparities
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Say 'Yes' to Drugs? The History of Pharmaceutical Marketing

Say 'Yes' to Drugs? The History of Pharmaceutical Marketing | #ePharma | Scoop.it
With the direct-to-consumer approach, pharmaceutical companies aren't saying, "Hey, doctors, this drug would be great for your patients!" Instead, they're saying,"Hey, patients, this drug is great! Go tell your doctors about it!"

Via COUCH Medcomms
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Why Pharma Should Stop Marketing Products and Start Marketing Services

Why Pharma Should Stop Marketing Products and Start Marketing Services | #ePharma | Scoop.it
When I got back from Digital Pharma West in San Francisco, a crazy idea formed in my mind about the pharmaceutical industry I have known and loved over the
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mHealth: The Most Underutilized Force in Patient Engagement?

mHealth: The Most Underutilized Force in Patient Engagement? | #ePharma | Scoop.it
Is mHealth the most underutilized Force in Patient Engagement? James Dias, CEO at Wellbe shares how we can leverage mhealth to improve healthcare.
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How Healthcare Providers and Insurance Companies Can expand the mHealth Market

How Healthcare Providers and Insurance Companies Can expand the mHealth Market | #ePharma | Scoop.it

So-called “mHealth” is one of the most interesting sectors of modern healthcare, and holds the possibility of reshaping patient-outcome monitoring and preventative practices. At the heart of mHealth is the adoption of consumer health and fitness-tracking devices, and their integration into the medical industry. If healthcare providers can convince a majority of their patients to use and share data from tracking devices, they could analyze trends in their patient population and provide individuals with tailored healthcare advice.

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ePharma Summit: ePharma Buzz- 10/2

ePharma Summit: ePharma Buzz- 10/2 | #ePharma | Scoop.it

Walter Cronkite once said, “You take a little pill of news every day - 23 minutes - and that's supposed to be enough.”  We’re not saying this is enough, but it’s a “little pill” of pharma news from the last seven days to get you started. 

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Session Spotlight: Moderated Discussion with Patient Opinion Leaders

Session Spotlight: Moderated Discussion with Patient Opinion Leaders | #ePharma | Scoop.it

We closed out ePharma West with a lively discussion on some of the biggest takeaways from the previous two and a half days. Brian Shields provides some of those key points for us below:  

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The New Rules of Pharma Marketing

The New Rules of Pharma Marketing | #ePharma | Scoop.it
One doesn’t need a thermometer to take the temperature of contemporary rhetoric against the pharmaceutical industry. The white-hot title of...

Via COUCH Medcomms, eMedToday
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ePharma Summit: ePharma Buzz- 9/19

ePharma Summit: ePharma Buzz- 9/19 | #ePharma | Scoop.it

Another week, another full slate of news in the field of digital pharma.  As we gear up for ePharma West starting Monday in San Francisco, we thought it was only appropriate to include a few pieces from the Silicon Valley this week. Enjoy.  

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