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Less privacy but more effective treatment - trade-offs of personalized health movement

Less privacy but more effective treatment - trade-offs of personalized health movement | Healthy Advertising |
Infographic calls attention to growth of personalized health trends to improve outcomes and cut healthcare costs and the patient data security issue posed by them.


There’s a huge amount of interest in advancing personalized medicine to offer patients more effective treatment based on their genetic makeups that could also significantly reduce healthcare costs. There is also an increasing prevalence of mobile devices to help people track and report details of their personal health with the goal of supporting remote monitoring. But to what extent will privacy concerns challenge the growth of these areas?


People are confiding more personal information than ever through digital health channels. Telemedicine for behavioral health is improving access in areas underserved by psychologists and providing an attractive alternative for some people who might not want to visit an office.


Read more:

Via nrip, Paris Healthcare Week, dbtmobile, Pere Florensa
Pere Florensa's insight:

El informe pone en relieve que en función del crecimiento de la e-medicina, crece la posbilidad de tener problemas de seguridad con la privacidad de nuestros datos. Es evidente que uno de los retos a los que habrá que enfrentarse en el futuro, pero la seguridad en la nube cada dia dispone de mas actores en el mercado que posiblemente mejoren esta seguridad.

Pere Florensa's curator insight, October 9, 2013 4:57 AM

El informe pone en relieve que en función del crecimiento de la e-medicina, crece la posbilidad de tener problemas de seguridad con la privacidad de nuestros datos. Es evidente que uno de los retos a los que habrá que enfrentarse en el futuro, pero la seguridad en la nube cada dia dispone de mas actores en el mercado que posiblemente mejoren esta seguridad.

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LinkedIn como canal de marketing en el sector farmacéutico

LinkedIn como canal de marketing en el sector farmacéutico | Healthy Advertising |
Linkedin es la combinación perfecta entre marketing de contenidos y segmentación. Dos grandes ventajas para las empresas que quieran anunciarse en esta red
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Rescooped by Pere Florensa from Salud Publica!

La IA de Nvidia está salvando vidas en hospitales

La IA de Nvidia está salvando vidas en hospitales | Healthy Advertising |
La misma tecnología de Nvidia que usan los coches autónomos se puede usar para mejorar el diagnóstico médico y abaratar las pruebas radiológicas.

Via Mariano Fernandez S.
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Rescooped by Pere Florensa from Empathy Magazine!

Empathy in Healthcare: 7 Benefits

Empathy in Healthcare: 7 Benefits | Healthy Advertising |

Empathy in healthcare can be very beneficial for companies that want to increase patient engagement and adoption of their services. Here are seven benefits.


Better patient outcomes
A number of studies have shown that patients have better outcomes when they are treated by physicians with a higher degree of empathy. ...Better patient compliance.
Perhaps a major reason for better patient outcomes is the higher rate of patient compliance when they are treated empathetically....Better patient satisfaction.
No matter the type of company, there is typically a goal of customer satisfaction. It’s why “user experience” is another popular buzzword. Not surprisingly, when healthcare customers are treated empathetically, they tend to be happier....Better communication. 
Empathy is a kind of nonverbal communication and its presence automatically improves communication. ..Improved perception. 
Empathy in healthcare can help boost how well a company is perceived in the mind of a customer...Attracting and retaining better employees.
Belinda Parmar, creator of the Lady Geek Global Empathy Index explained to Forbes that more empathetic companies have cultures where their employees thrive. ..Growth and higher earnings.
ROI is an important metric for any business but ROE, or Return on Empathy, may be equally important. Empathy in healthcare is something that industry companies can and should invest in...


Via Edwin Rutsch
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Un estudio avala al Apple Watch como herramienta para diagnosticar apnea del sueño e hipertensión

Un estudio avala al Apple Watch como herramienta para diagnosticar apnea del sueño e hipertensión | Healthy Advertising |
Los problemas cardiovasculares y del sueño pueden detectarse mucho mejor con un Apple Watch, según un nuevo estudio

Via ChemaCepeda
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Rescooped by Pere Florensa from Social Media and Healthcare!

Is it Time for Pharma to Look at Snapchat and Tumblr?

Is it Time for Pharma to Look at Snapchat and Tumblr? | Healthy Advertising |

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.


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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Machine learning app Migraine Alert warns patients of oncoming episodes

Machine learning app Migraine Alert warns patients of oncoming episodes | Healthy Advertising |
Migraine Alert is the product of two year’s efforts into machine learning, Bloch explained. Through a smartphone -- and, in upcoming versions, a fitness wearable -- the app collects various correlative triggers including weather, activity, sleep, and stress as to build its personal predictive model. After logging fifteen episodes, Bloch said that the system is capable of predicting episodes for intermittent migraine patients (defined as those who have four to 14 episodes monthly) with higher accuracy than was previously possible.

“Fifteen [samples] is a unique characteristic of our algorithm, it’s considered extremely fast,” he said. “The usual research is like three times more episodes needed in order to predict with reasonable accuracy. Our accuracy right now is at 85 percent, which is extremely good accuracy."

Via ChemaCepeda, Mariano Fernandez S.
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Wearable Tech Emerging For Chronic Pain Relief

Wearable Tech Emerging For Chronic Pain Relief | Healthy Advertising |
Some think that wearables are a pain, like Alan Tyers who wrote "why I hate wearable technology" for The Telegraph. But how about wearables that can actually relieve pain?
Via Alex Butler, Mariano Fernandez S.
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The convergence of healthcare: when digital and medical collide - Pharmaphorum

The convergence of healthcare: when digital and medical collide - Pharmaphorum | Healthy Advertising |
How traditional and digital approaches are being brought ever closer together in healthcare.
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The Bright Future of Pharmacies - The Medical Futurist

The Bright Future of Pharmacies - The Medical Futurist | Healthy Advertising |
The rapid development of medical technology affects every aspect of healthcare – and pharmacies cannot escape its transformative power either.
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Rescooped by Pere Florensa from Health Care Business!

Does more education for health professionals equal better patient care?

Does more education for health professionals equal better patient care? | Healthy Advertising |
Many aspiring health providers require advanced degrees to enter practice. But does more medical education actually improve patient care?


In recent years, nurses, physiotherapists, audiologists, speech therapists, and pharmacists have all increased their entry-to-practice requirements, with registered nurses needing at least a bachelor degree, and physio and other therapists obligated to obtain a master’s degree to be considered for licensing.

By 2020, all pharmacy schools in Canada will move to a doctorate degree, adding a year to their training and bringing the total time in school to at least eight years. In the meantime, physician assistants are feeling the pressure to move, as their American counterparts have begun to do, from a master’s to a doctorate as the first step to practice.

These ever-advancing requirements to enter into practice are known as “degree creep.” But does the drive for more time in the classroom actually improve patient care?


And what does this actually do for patient care? The literature is scarce....



Roussel says there’s no push to bump up nursing entry-to-practice credentials to a master’s. Instead, she says there’s more discussion on how to integrate a practical doctorate in Canada, and how to enhance the PhD-level degrees that already exist...

Sunita Mathur, a physiotherapist and assistant professor in the Department of Physical Therapy at the University of Toronto, wrote a 2011 editorial in Physiotherapy Canada asking whether it was time to consider a more advanced degree. The answer was a firm no.

“We didn’t want it to just be ‘creeping credentialism.’ We didn’t want to say, they’re going to basically get the same education but we’ll call it a doctorate and increase it by a few months,” Mathur says.

“What we’re doing instead is working on curriculum renewal to change how we teach, how we deliver information to help students be creative and critical thinkers,” Mathur says. “We’re keeping the same structure, but working on the curriculum to help learners prepare for the environment.”

O’Connor says the view needs to be wider than just the start of one’s career.

“Entry to practice is just the beginning,” she says. “We need to have a map for the whole career pathway.”

Via rob halkes
rob halkes's curator insight, July 7, 11:13 AM

IN respoinse to the blog:

Does more education for health professionals equal better patient care?
Date: July 6, 2017

Is "Quality of care" directly related with level and quality of medical education?  The complicated relation between personal ability, motivation, quality of educational school, conditions of entry into real care etc. etc. is an issue of study for as long as medical education exists. Putting it in the way this blog is stating, is a rather tiny perspective on the matter. WHy not just turn the question around: "What should medical education do and how would they need to do that", to ensure that medical education improves health care practices!

Rescooped by Pere Florensa from Social Media and Healthcare!

5 health care organizations that make the most of social media

5 health care organizations that make the most of social media | Healthy Advertising |

Health care marketers can’t afford to ignore social media.

With the right strategy, organizations can increase campaign awareness, gain community support, and garner insight from a like-minded community of professionals and individuals.

For health care organizations, social media marketing must revolve around the brand while still engaging audiences and holding their attention. offered the following examples of five health care organizations that have developed and maintained compelling social media marketing strategies.

Cleveland Clinic


The nonprofit academic medical center has a strong presence on Facebook, Instagram, Pinterest, Twitter, YouTube and LinkedIn. It has created a welcoming, knowledgeable and community-centric personality by featuring people-centered and approachable photography, along with posts about local interests and friendly stories from its blog that answer common questions.

By focusing on the needs of its audience, Cleveland Clinic has developed an engaged social community on mulitple platforms.

Quest Diagnostics

The home page of this Fortune 500 organization’s website addresses both B2C and B2B audiences and includes a special social media section that enables visitors to connect directly with brand managers on Facebook, LinkedIn, Instagram and Twitter.

All of Quest Diagnostics’ social media accounts reflect the company’s professional, yet approachable, tone through simple, warm, supportive language that helps audiences feel like members of the community.

Josh Robbins @imstilljosh

My buddies at @QuestDX are sponsoring the #AIDSWalkBuffalo on 5/6. #photobooth #dedicationstation

5:23 AM - 29 Apr 2017
Twitter Ads info and privacy

Communicators also spotlight their employees, which humanizes the clinical brand.

Philips Healthcare


This health-centric division of the larger Philips brand is focused on creating a better future through its wellness-related products and services. This mission is reflected in its social media marketing strategy, which features an array of content based on its advances in health care and technology.

Its “Innovations in Health” group on LinkedIn comprises a select community of health care professionals, which speaks to an audience interested in the latest health care solutions. This has resulted in an exclusive community of over 140,000 members with a passion for health care and technological innovation at both the professional and consumer level. This community ultimately gives Philips Healthcare abundant insight and knowledge that can be used for future innovation.

Johnson & Johnson


The company has led the way for health care brands in social media marketing by establishing its own unique tone. Rather than merely posting and tweeting about its latest news, brand managers create and share content with a comprehensive focus.

This strategy shows that the company understands its audience and their interests enough to develop and endorse content that’s both relevant and timely. Brand managers deeply engage their online following and keep them returning for more.

Orlando Health


This not-for-profit health care network has established a social personality that feels upbeat, warm and personal. Its social media posts span a wide range of initiatives and interests, such as informational stories about better well-being, adorable photos of therapy dogs and the latest local news. Every post displays its passion for its people.

Orlando Health

Primary care doctors should offer or refer low-risk patients to behavioral counseling to prevent heart disease. ;…

1:00 AM - 2 May 2017
More Exercise & Better Diet: How to Cut Your Heart Disease
Twitter Ads info and privacy

Orlando Health overcomes the challenge of creating a friendly and fun social media personality by incorporating a holistic wellness approach with a focus on the needs of both the individual and the larger community.

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Este tatuaje cambia de color si suben tus niveles de azúcar en sangre

Este tatuaje cambia de color si suben tus niveles de azúcar en sangre | Healthy Advertising |
El proyecto DermalAbyss ha dado como resultado la creación de un tatuaje capaz de medir algunos parámetros biomédicos.

Via Eva Tarín López
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Rescooped by Pere Florensa from Social Media and Healthcare!

Five Strategies for Pharma Engagement on Social Media 

Five Strategies for Pharma Engagement on Social Media  | Healthy Advertising |

Here’s the big question: How does an industry with regulatory constraints around how it communicates with the public successfully engage on social media through robust, timely, and helpful interactions?

There’s not a simple answer, but creating clear and consistent “rules of engagement” can make for a good first step forward.

As a digital and social media strategist for C3i Healthcare Connections, I help pharma clients build out their social presence and extract meaningful information that can be gleaned from social media. While ongoing monitoring of conversations is a key component of any pharmaceutical brand’s social strategy (see my previous article here), companies need to be well-equipped to participate in those conversations, too. Five broad steps can help you get started.

Develop engagement strategies

Take the time to outline your plan of attack, along with the ways your team can apply these principles to their everyday interactions. Doing so will benefit everyone involved by making operations more efficient and streamlined, your customers more satisfied, and your brand more favorable.

Start by assessing the engagement opportunities available to non-regulated industries and rule out those activities which regulations prohibit, such as providing off-label information, soliciting or prompting users to share content that might lead to off-label questions, and recommending or directly promoting the use of a product to a user. After implementing compliance safeguards for handling Adverse Events (AEs), Product Quality Complaints (PQCs), and Privacy Violations (see this article), you can begin to develop your own engagement strategies and practices.

As part of this process, you should:

Work with key stakeholders — including marketing and branding, public relations, medical information, and pharmacovigilance — to identify the objectives of engagementBe prepared to identify and report any AEs and PQCs on owned properties (e.g., branded or unbranded Facebook Pages) and any properties over which the pharma company has control or influenceEvaluate the current social media space and your role in itDevelop workflows and escalation guidelines, perhaps considering third-party technologies that help streamline workflows and support operational evaluationEstablish community guidelines — besides guidelines for posting and commenting, this may include a statement that explains the purpose of the property, links, and contact informationBe consistent … but human and flexible, too

After you’ve decided to move beyond monitoring and begin engaging on social media, many companies often start with a simple first-step strategy of responding to AEs and PQCs with a “contact-us reply.” For example: “Hi Sarah. Thank you for bringing this to our attention. We take product safety seriously and are interested in learning more about your experience. Please call us at 800-555-5555.”

A standardized “contact-us reply” can sometimes feel robotic. While remaining consistent is important, it’s equally necessary for brands to consider how to bring the human element to their interactions. Beyond AEs/PQCs replies, teams can add a personal touch by taking the initiative to respond to on-label inquiries or consumer sharing of experiences: “Thank you for sharing, John. We’re glad that you’re taking steps to manage your health.”

Being more human means listening carefully to what is being asked and acknowledging what has been stated. Text can be difficult to interpret sometimes, but you can take cues from emojis, emoticons, and images. While providing accurate on-label information is critical, so too is the emotional tone of an interaction, especially in the sensitive area of health.

Establish KPIs

If something can be observed, it can be measured. Two kinds of key performance indicators (KPIs) help assess the performance of your interactions and resource needs of your initiatives. They are productivity KPIs and volumetric KPIs.

Productivity KPIs include metrics such as:

First Response Time — the time between the consumer’s first contact and the company’s first response for all engagements over a period of timeResponse Time — the total time from the consumer’s first contact and the company’s last responseHandle Time — the time from the consumer’s first engagement and the completion of all tasks required to process a caseResolution Rate — the ratio of the number of resolved posts to the number of those that needed resolution

In today’s world, consumers expect swift responses. In an ideal world with infinite resources, response times on social media could be less than a minute. In reality, however, resources can limit optimal response times. Establish your initial KPI standards based on the number of people on your staff, hours of labor, and average number of posts per hour they can handle. Often vendors can assist in the heavy load of supporting customer care in cooperation with your company.

Volumetric KPIs might include the total of all posts in a given period for a given property (e.g., total Facebook posts in May), or the volume of posts for which the company responded, which can be further organized by type of post (AEs, PQCs, product inquiries, etc.). Third-party technologies can assist with these KPI measurements, although some are better suited for monitoring and reporting, while others are built to support consumer care and interaction. Your technology selection depends on the objectives of your engagement strategy.

Besides supporting the initial stages of your engagement efforts, tracking KPIs after they have been established helps to identify areas of improvement and opportunities within your operations.

Prepare for the unexpected

No matter how refined your social strategy, there are always surprises. While you can’t control unexpected events, you can prepare for them.

Before launching your social media initiative, carefully document the process for escalating an issue depending on the situation presented. Establish escalation criteria and communication protocols to avoid last-minute panic. Be transparent, and continually monitor the situation until it resolves.

Keep in mind that a response isn’t necessarily an answer. Make sure your teams can distinguish legitimate consumer concerns from spam content. If a consumer posts an inquiry and an immediate answer is not available, it’s OK to acknowledge the question and inform the consumer that he or she will receive a follow-up response. Suggesting a private message can be another effective way to handle, or public responses that benefit the community.

Evaluate performance, apply insights, and adjust practices

In social media, as in any initiative, there is always room for improvement, refinement, and course-correction. For example, if average response and handle time goals are not being met, is it due to a lack of staffing (a volume issue), or a need to coach your representatives? On the flip side, if response times are quicker than anticipated, are there other activities that can be added to the initiative, such as improving the quality of responses?

A big advantage social media has over traditional media is the ability to more immediately measure and evaluate the performance of content. As experience is gained and insights are gleaned, proceed to evolve from a passive/reactive model to an active approach that seeks out opportunities for engagement.

Consumers are eager to receive information and support from all parties in the healthcare system. Those pharma companies or brands that have established the foundations for social media processes and, ultimately, build up to higher tiers of engagement, not only have a greater opportunity to meet or exceed patient expectations — they’re also able to earn long-term trust and favorability among patients.

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The future for pharma marketing is personal - Pharmaphorum

The future for pharma marketing is personal - Pharmaphorum | Healthy Advertising |
Consumer experience is killing traditional pharma marketing
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Así aprenden Coca-Cola, Netflix y Amazon del fracaso

Así aprenden Coca-Cola, Netflix y Amazon del fracaso | Healthy Advertising |
"el dolor de la pérdida es el doble que el placer de ganar"
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Innovations in heart tech: 5 things standing between now and better medical technology

Innovations in heart tech: 5 things standing between now and better medical technology | Healthy Advertising |
From pocket-sized electrocardiograms to watches that measure blood glucose levels, the field of medical technology is rapidly evolving. But these innovations, though oftentimes successful, aren’t necessarily living up to what scientists want them to be, according to presenters at the American Heart Association’s Scientific Sessions 2017.A group of doctors who deal with technology and innovation in the medical landscape spoke to both the strengths and weaknesses of device development in a field that’s more demanding of its researchers and engineers than ever before, expanding on ways we can eliminate current barriers and advance medical technologies to better serve patient—and provider—populations.
Via Alex Butler
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Custom Audiences: Pharma’s Social Saviour? 

Custom Audiences: Pharma’s Social Saviour?  | Healthy Advertising |
Custom Audiences: Pharma’s Social Saviour?

We know the pharma industry can present robust compliancy challenges for marketers attempting to reach audiences online. Fortunately, in their efforts to monetise themselves through their ‘custom audience’ features, the social networks have given the industry a useful means of addressing this. This post explores how these custom audience features have developed, what they include and best practice advice for pharmaceutical marketers.

Facebook’s Custom AudiencesBurden of Proof: Social Media Marketing and Return on Investment (ROI)

In the late noughties, Facebook and the other major social networks were aware they needed to show advertisers clearer ROI in order to demonstrate their worth as a serious alternative to established media. As the new kid on the block, there was arguably greater scrutiny and ‘burden of proof’ to demonstrate this than with traditional channels.

To address the challenge, Facebook launched ‘Custom Audiences’ in 2012. Twitter followed suit with ‘Tailored Audiences’ (in 2013) and LinkedIn with ‘Matched Audiences’ (2017). Each of these effectively offers the same thing.

Custom Audiences 101

The theory behind Custom/Tailored/Matched Audiences is very simple – enable organisations to target social network publishing to customer specific segments. This is done by matching the profile an organisation holds about a customer with that customer’s social media profile(s) using data points, such as email address or mobile phone number.

The organisation can dice and slice its customer base as it wants (e.g. by specialty, seniority) and share great content – relevant, timely, actionable – to them.

Clearly this raises a number of data protection points, which the social networks had to address. These include processes to stop the social networks from actually seeing which customers are being targeted and requiring a minimum size of audience to target.

Significantly, these products have helped social networks move from being ‘just another channel for reaching people’ to a starting point for sophisticated customer relationship management.

Pharma Industry Compliance

Clause 9.9 of the 2016 Association of the British Pharmaceutical Industry (ABPI) Code states, ‘The telephone, text messages, email, telemessages, facsimile, automated calling systems and other electronic data communications must not be used for promotional purposes, except with the prior permission of the recipient.’

Consequently, you will need the explicit consent of your target audience to serve them content using Custom Audiences (regardless of industry this is the right approach to take). Ultimately this means if you’ve established a diligent process for using Custom Audiences, you’ll have pharma compliance-proofed it. Handy.

The way in which you actually capture those permissions has been discussed in our content marketing article, and we’ll discuss it again in future posts. But in terms of persuading people that it’s worth their while to opt-in… well, a promise of contextual, timely and useful content is a good place to start! 

These Custom Audience products have evolved significantly over time, becoming much more straightforward to use than when they first launched. However, regardless of how simple they are to use, unless you have some interesting customer data upon which to create an audience segment, you’ll be limited to what you can do.

Let’s assume you’ve collated a list of healthcare professionals (HCPs) who’ve all opted in. Now, what else do you know about this group that you can use to segment and serve up different content? This presents an interesting question for the point of data collection. What additional information will you ask for? What’s the minimum viable amount while still having enough to make meaningful segmentation? Like most things, it’s important to have some clear objectives before you begin.

Telling a Better Story

None of this is to say that using targeted audiences is all plain sailing. The matching process will never be close to 100%. In fact, depending on how much information you’ve collated about your audience, it might be significantly less. To be clear, that doesn’t mean you might reach the wrong people, just that you won’t reach all of the people that you’d like to.

What I really like about using targeted audiences is the ability to tell each audience a better story. By building a picture of both who they are and what they do (i.e. the content they respond to and engage with most) you can get smart with what you tell them next, hopefully building a stronger relationship. We’ll also talk more about website retargeting in future posts.

Which Networks to Use?

Now that this audience targeting feature is available across Facebook, Twitter and LinkedIn, pharmaceutical marketers have many options. In targeting HCPs, Twitter and LinkedIn are pharma’s preferred networks; however, given the scale and ubiquity of Facebook it shouldn’t be ruled out. Of course, every sub-section of an industry and every audience is different, so a test-and-optimise approach is advised. Start small; identify what works and what doesn’t; do less of what doesn’t and more of what does.

LinkedIn’s Matched Audiences ServiceA Final Thought on Diluting Brand Value

Much of this post has been about the benefit of reaching target audiences, in the channels they’re using, with contextually relevant and valuable content. Content that addresses the needs of the audience first and supports business/brand goals second.

This is important, because when I see companies, or brands publishing irrelevant, unhelpful, self-serving content, they’re in danger of brand dilution. By this I mean, each piece of poorly targeted/frequently repeated/boring content erodes audience interest/trust/consideration for that brand (even if just a tiny amount).

Respect your audience’s time, inbox and feeds. Offer them great content that’s relevant, timely and actionable. Put their needs first. That’s how you build relationships, earn their trust, and enhance your brand value.

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Guiar a un corredor ciego en el maratón de Nueva York es solo el comienzo de este GPS Tech

Guiar a un corredor ciego en el maratón de Nueva York es solo el comienzo de este GPS Tech | Healthy Advertising |
Wayband , el brazalete de navegación con el que correrá Wheatcroft, es el primer producto de la compañía y está diseñado para ciegos y deficientes visuales. El dispositivo puede comunicar direcciones sin ninguna señal visual o de audio, que es la forma en que funcionan las herramientas de navegación convencionales.

Via Ignacio Fernández Alberti
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Wearable Tech Emerging For Chronic Pain Relief

Wearable Tech Emerging For Chronic Pain Relief | Healthy Advertising |
Some think that wearables are a pain, like Alan Tyers who wrote "why I hate wearable technology" for The Telegraph. But how about wearables that can actually relieve pain?
Via Alex Butler, Mariano Fernandez S.
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El difícil camino hacia el Beyond the Pill

El difícil camino hacia el Beyond the Pill | Healthy Advertising |
Las soluciones Beyond the Pill son el futuro de la industria pharma, pero existen barreras que deberá salvar en este nuevo ecosistema de salud
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Roomba's Next Big Step Is Selling Maps of Your Home to the Highest Bidder

Pere Florensa's insight:
Big data or Big Brother? 
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Digital Therapeutics: The Future of Health Care Will Be App-Based

Digital Therapeutics: The Future of Health Care Will Be App-Based | Healthy Advertising |
One of the hottest new sectors of the app economy is Digital Therapeutics, a new category of apps that help treat diseases by modifying patient behavior and providing remote monitoring to improve long-term health outcomes
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Rescooped by Pere Florensa from Social Media and Healthcare!

Could facebook ads work for pharma?

Could facebook ads work for pharma? | Healthy Advertising |

Facebook is applying a full court press to lure pharma ad dollars, but in order for pharma to leverage facebook ads they need to stop thinking like marketers and start thinking like patients.

Facebook remains the dominant social media site for millions of people and should not be overlooked as a digital channel for pharma online dollars. However, before you give the green light to your agency you need to understand how and why people are using facebook so much.

Facebook has essentially become an animated and updated news feed for users. Gone, for the most part, are the days of people posting pictures of their families and “checking in”.  Facebook is a great way to stay on top of the news that interests YOU without having to go to a lot of different websites.  So are there opportunities for pharma? You bet.  Here is what pharma needs to do to leverage facebook…

1ne: Don’t advertise; talk about problems/issues your audience faces.  Have a new diabetes product?  Don’t show a picture with a headline, rather talk about how your product can provide better control of A1C over the day allowing diabetes patients more freedom.

2wo: Be a source of updated informtion.  While ASCO is in full swing, along with the hype, cancer drug makers should be clarifying the real news behind the headlines and what it really means for cancer patients/caregivers.

3hree: Laser target.  Facebook allows you to target people with a lot of different criteria, but this is only useful if you really understand your audience and what they want/need to know.  It also means that you are going to have to develop a lot of different ad content and that one ad does not fit all.

4our: Talk to your audience, not at them.  If you had someone within your target audience in a room what would you say to them beyond a sales pitch?


5ive: Watch being too intrusive.  One of the negative things about facebook is that if you do click on posted content you’re going to see more of the same ads.  This could be an issue for some online health seekers who don’t want to be bombarded with ads on their health problem(s).

You should be challenging your agency to create facebook posts that engage your audience rather than ads that say “try me”. This is one of the reasons why I prefer online interactive agencies like InTouch Solutions.   There is a gold mine of audiences on Facebook, but if you approach facebook as just another online channel you’re going to fail


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The doctor will see you now: How the Internet and social media are changing healthcare

The doctor will see you now: How the Internet and social media are changing healthcare | Healthy Advertising |

You wake up feeling a slight tickle in your throat. You try and shake it off and drink lots of water. After a few hours, it’s still there. Instead of calling your mom or making a doctor appointment, you head to the Internet.  Today, anyone with a computer and a connection can get online and find a variety of results, ranging from simple sore throat to the more serious, like bronchitis and asthma.

But just because we can doesn’t mean we should. In a world where almost everyone is online and can easily find and provide medical solace, is it really, truly a good idea to consider social media and the Web a reliable source of healthcare?

Doctors and hospitals are on the social media bandwagon

Today, more and more members of the medical profession are embracing social media for sharing helpful medical information and providing patient care. A Pricewaterhouse Cooper conducted survey asked over a thousand patients and over a hundred healthcare executives what they thought of the way many healthcare companies are utilizing social media and the Web, and results show the most trusted resources online are those posted by doctors (60 percent), followed by nurses (56 percent), and hospitals (55 percent).

Social media is becoming more and more utilized by hospitals and medical professionals as a means to convey general health information, sometimes even personalized help. Amanda Mauck, Interactive Marketing Specialist for Le Bonheur Children’s Hospital, thinks engaging with patients via social media is a great way to empathize with those who need comfort, not just provide relevant health news. Aside from the latest news about the hospital, Le Bonheur’s Facebook page mostly contains relatable family stories and parenting advice. “Our users love photos and [success] stories, [especially those] that showcase our team’s compassion and ability to go above and beyond for a family,” says Mauck. The hospital does receive private messages inquiring about specific medical conditions, but they never address them publicly on their Facebook page, usually recommending patients to direct their questions to the hospital’s general contact form or contact them by phone. “When a family posts a comment about a medical issue, we like to encourage the family to email our general account. We do this for a couple of reasons: One, to protect that patient’s privacy, and two, it is easier to put the family in touch with the right person on our team for help,” Mauck explains.

Kevin Pho, M.D., an internal medicine physician and founder of, however, notes the potential for misinformation on the Internet is high. “The problem is, you can’t trust everything you read online,” Pho says. “For instance, consider that fewer than half of websites offered accurate facts on sleep safety for infants, or that pro-anorexia websites were shared more frequently on YouTube.”  According to Pho, health professionals need a strong social media presence to establish themselves as reputable sources as well as to properly point patients toward legitimate sites to be used as secondary sources.

While Pho uses Facebook more for personal reasons, he uses Twitter professionally on a daily basis to retweet provocative healthcare opinions and news stories, as well as curate information that’s relevant to his profession. “Health reform tends to drive many of the health opinions on the web.  To truly fix healthcare, I believe that we need solutions from both ends of the political spectrum, so I avoid sharing opinion pieces that are overly partisan or dogmatic,” Pho says. His “essential list” includes a variety of healthcare stakeholders, including physicians, social media experts, and policy analysts. 

The likes of Facebook and Twitter not only give medical professionals a platform to connect with patients, but with fellow doctors as well. Doximity is like Facebook for physicians, where general M.D.s can easily consult specialists for cases they need assistance with. 

The challenges to Internet healthcare

Of course there’s a downside to doctors becoming too available online. The Internet is almost always the opposite of private – sensitive subjects like physical and mental ailments can easily be revealed by the person suffering from them or the doctor treating them through a tweet or a comment. Social relationships between doctor and patient can also be easily muddled; many health institutions discourage staff from “friending” patients on Facebook and other social media platforms at the risk of jeopardizing treatment as well as reputations.

The Wall Street Journal mentions a survey published in the Journal of General Internal Medicine back in 2011 that revealed 35 percent of respondents who are practicing physicians have received friend requests from patients on their personal social network accounts, and 58 percent of them always reject them.

“I see Twitter as a higher-risk environment, as it’s basically an open forum.”

Thomas Lee, M.D. of the Orthopedic Foot & Ankle Center in Westerville, Ohio raises a valid point: Social media is a difficult media for a physician because of HIPAA, the Health Insurance Portability and Accountability Act. “It is very difficult to talk about medical care without personalizing the content, and you can’t personalize content without violating HIPAA,” Lee explains. “In addition, the practice of medicine requires a thorough history of the patient’s current condition and a thorough physical exam before we can render a diagnosis and treatment plan. A person with a severe headache for several months can range from a simple headache to migraines to an allergic reaction to a life threatening brain tumor. How would a doctor – or a computer program – differentiate between these diagnoses without physically talking and touching the patient? Without the opportunity to directly talk to a patient and examine them, our ability to be accurate is significantly mitigated.”

Lee avoids dishing out professional and medical advice on his Twitter and Facebook accounts, but admits that both help in making himself appear more accessible to his patients and staff. Although he posts frequently, it is unusual for him to engage in a dynamic conversation online.

“I see Twitter as a higher-risk environment, as it’s basically an open forum,” Dr. Rob Lamberts says of his minimal use of the micro-blogging site for his own practice; he only utilizes it occasionally to float a medical question to his colleagues. He has used Facebook in the past to advise people regarding a study on Zithromax, but other than that, Lamberts believes social networking sites are more for marketing and general communication than for medical application.

Scott Linabarger, Senior Director of Multichannel Content Marketing for the Cleveland Clinic, believes that nothing should take the place of having a conversation with your physician. “We cannot provide specific advice, nor can we diagnose users via social media. Our information is general and is intended to provide guidance. Our posts are about the users, not about Cleveland Clinic,” Linabarger explains. According to Cleveland Clinic’s over 450 thousand Facebook followers, they want health and wellness tips, information about diseases and conditions, and news about the latest in medical innovation from the hospital’s Facebook page. The general information is usually presented by Cleveland Clinic through images, a manner they have proven to garner a higher response rate compared to purely text content.

What about online therapy and similar practices that conduct virtual sessions? A study conducted by University of Sydney researchers on the effectiveness of Internet-delivered Cognitive Behaviour Therapy (iCBT) examined e-couch, a free online program that offers various modules that provide anxiety and depression assistance. The results reveal the program to be more effective in alleviating mild to moderate depression and cardiovascular ailments as well as physical health issues than other methods of searching for health advice online.

“Essentially, online therapy will help serve the nearly 3 out of 4 people who have mental health problems but do not currently get any kind of help,” says Lawrence Shapiro, Ph.D., President of Talk to An Expert, Inc., a HIPAA-compliant e-therapy company that launched quite recently. “It is particularly important for people who cannot get to an office for conventional help because they are housebound, in remote areas, physically disabled, and so on.  Online therapy lowers the bar for people who need help.”

“There are a few studies that have been done suggesting that online therapy is just as effective as in-office therapy,” Shapiro continues. “According to the American Psychological Association, almost 25 percent of people with mental health problems don’t get the help they need with the current mental health delivery system. Online therapy extends the reach and reduces the cost of therapeutic services.” With the emergence and acceptance of e-therapy as a legitimate form of healthcare, any patient who cannot afford to schedule appointments during office hours or is undergoing a problem in a public place (think of someone with an intense fear of flying freaking out at the airport, or someone injured and traumatized at a disaster site) can receive instant psychological services.

Dr. Internet, at your service

According to a report compiled by the Pew Research Center’s Internet & American Life Project, one in three American adults have used the Web to figure out a medical issue. Of all those users hoping to find solutions online, 46 percent thought they needed to seek professional medical assistance to be certain, 38 percent believed they could handle their ailments in the privacy and comfort of their own homes, and 11 percent ended up doing both or something in between. The accuracy of accessed information online is a different matter all together – 41 percent of those who sought medical advice got diagnostic confirmation from actual physicians and an extra two percent only got partial confirmation. 18 percent were met with disagreement or a different diagnosis, while one percent got an uncertain reaction.

As an Internet savvy patient, it’s always good to be prepared – or to first look for alternative, quick, and easy (and risk-free) methods to address a less serious medical issue before committing money and time to a medical consultation and medication. Facebook is a rich source for fitness-focused pages that inspire users to adopt healthier lifestyles. In one click you can become a member of a community that will help you with any fitness-or-health-related questions through their personal experiences.

“I do my best to not complain a lot at home. Instead, I use social media sites like Twitter and Tumblr to express how I’m feeling without having to burden my loved ones.

A lot of patients suffering from serious ailments also turn to Facebook for support. Dana Baker – a thyroid cancer survivor – has been a long-time sufferer of a long list of ailments, including chronic fatigue syndrome, fibromyalgia, anxiety, and depression. She is a member of various support groups on Facebook and uses them to sympathize with other people suffering from similar conditions. “When you are chronically ill, it is emotionally draining not on just yourself but also on your friends and family. It becomes very difficult for your loved ones, because they have to see you suffer, and the majority of the time there is nothing they can do to help you,” Baker says. “I do my best to not complain a lot at home. Instead, I use social media sites like Twitter and Tumblr to express how I’m feeling without having to burden my loved ones. I use support groups on Facebook to talk with other people, share our experiences with doctors, medications, and alternative treatments. We also share coping strategies.”

Aside from using social networking sites to keep in touch with fellow patients, Baker also uses Google to look up prospective doctors, sites like WebMD to look up any prescription medication, as well as condition-specific sites like and (for thyroid cancer). She also uses an iPhone app that allows her to keep in touch with her doctors via direct message and they usually respond within the day.

The Internet can also bring the world’s home remedies to your desktop. Trusting the Web to prescribe a homemade concoction might sound sketchy, but by using the right keywords and employing responsible Internet navigation, you can find legitimate “all natural” solutions for common mild ailments. Sites like Home Remedies Web encourage healthcare at home – their list of natural cures address a wide range of common problems, from acid reflux to yeast infections. It also features comments from people who’ve tried the remedies so you have an idea what you’re getting yourself into.

Based on Pew Research Center’s findings, a large percentage of people online prefer taking matters into their own hands, thinking it’s enough to be armed with enough Web search prowess to beat any disease. The trouble is, the wealth of information leaves too much room for guessing – patients can easily underestimate a medical condition, and too often they lean toward inaccurate and scary data. This is confirmed by research conducted by the Hong Kong University of Science and Technology, which reveals that the less familiar you are with the patient and the condition (meaning being diagnosed by someone besides a search engine and your own queries), the better the chance you have at finding out what’s really wrong.

“I encourage patients to go online and inform themselves about their medical conditions.  Patients deserve to be well-informed, and the transparency of the Internet allows them access to information that used to be gated by a provider,” according to Pho. “The problem, as previously mentioned, is the quality of the information on the Web. There’s too much information available. Physicians need to act as curators of that information, and help patients sort out what’s helpful and what’s not.”  

The middle ground and the bottom line: social media and healthcare can go hand in hand

“Social media isn’t always a secure forum; there’s no way to confirm whether the person on the other end is a legitimate patient or physician,” Pho says. Most hospitals and medical institutions provide healthcare social media policies for their physicians and staff, and as long as these guidelines are respected, social media is a great tool to bring patients and doctors together. 

The problem arises when patients tend to believe that they have the worst diagnosis out of the many possibilities and create unnecessary anxiety within themselves.”

Patients should use this same compromising policy as well. “I don’t mind informed and well educated patients at all,” says Dr. Amit Malhotra, M.D. of Smart Health Technology. “The problem arises [when] patients tend to believe that they have the worst diagnosis out of the many possibilities and create unnecessary anxiety within themselves. It is important to educate yourself and then have a good conversation regarding your problem with your doctor [so he can] guide you through your problem and address your concerns.” Instead of looking up diagnoses, patients can use the Internet as a positive resource for ways to stay healthy and to research sites that provide credible health content. “Patients should ask, ‘who funds it?  Who’s writing that information?  Are there any commercial relationships?  Is there an agenda?’ As a rule of thumb, I recommend health information from ‘.gov’ websites, such as Medline Plus, or ‘.org’ websites that belong to hospitals or medical centers, like the Mayo Clinic,” Pho suggests.

According to Lee Aase, Mayo Clinic’s Director for Social Media, aside from posting general health information, it is also important to offer content that invites patient involvement. “We do a ‘Myth or Matter of Fact’ feature each week in connection with our Saturday radio program in which we post a frequently heard saying about a disease or condition, and then invite users to say whether they think the statement is true or whether it is a myth. We reveal the answer on the page after radio program airs,” Aase mentions.

The world today is technologically driven, and it’s in our best interest – whether you’re a physician catering to your patients’ queries or an individual seeking proper medical treatment – to keep up with these advancements, especially when it comes to accessing healthcare. But even the Internet needs to be taken with a grain of salt, and in the case of healthcare, it’s in everyone’s interest to proceed with caution and skepticism. 

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Rescooped by Pere Florensa from Salud Conectada!

Intraemprendedores, la fuerza oculta y más desaprovechada de las organizaciones de salud

Intraemprendedores, la fuerza oculta y más desaprovechada de las organizaciones de salud | Healthy Advertising |
Los intraemprendedores: cómo motivarlos y aprovechar sus fortalezas: Uno de los temas más recurrentes en los últimos años es la famosa gestión del talento.

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Predicting Patient Behavior to Boost Healthcare Marketing

Predicting Patient Behavior to Boost Healthcare Marketing | Healthy Advertising |
Understanding and predicting patient behavior helps marketers develop accurate, effective messaging that clearly communicates the value and purpose of a product.

Via C. Todd Livengood
C. Todd Livengood's curator insight, June 13, 12:13 PM
Understanding the patient in this way enables the marketer to consistently deliver the correct content at the correct time; and ultimately boost patient satisfaction and positive outcomes.