Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
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Gartner on digital marketing: social and mobile top focus

Gartner on digital marketing: social and mobile top focus | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
A series of studies by Gartner looks at the digital channels and integrates them for marketers in all industries. These reports provide good insight into what is happening outside of the heavily-regulated healthcare industries.
eMedToday's insight:

As you can see digital is in with top focus on social media and mobile app.

 

A must do for Pharmas

 

 

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eMedToday's curator insight, August 21, 2013 7:57 PM

Must invest is social medan and mobile app

 

 

Pharma: Trends and Uses Of Mobile Apps and Digital Marketing
Keep current on Pharma uses of mobile apps
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The big dilemma in international digital pharma marketing│

The big dilemma in international digital pharma marketing│ | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
How to get consistent international digital pharma marketing while meeting local affiliates’ needs.
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Amazon Reportedly In Talks With Mylan, Novartis About Pharma Entry

Amazon Reportedly In Talks With Mylan, Novartis About Pharma Entry | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Tech giant Amazon (AMZN) is in preliminary talks with generic drugmakers Mylan (MYL) and Novartis (NVS) unit Sandoz ahead of its potential entry into the pharmaceuticals space, according to a report from CNBC.

X
 
In after-hours trading on the stock market today, Mylan climbed 3.3%, near 37.80, after closing down nearly 1%, at 36.53. Novartis was flat after shares ended the day up 0.8%, at 85.80. Amazon lifted 0.4% after the closing bell.


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Got Dark Social Media Traffic? Pharma Should Take Steps to Track It

Got Dark Social Media Traffic? Pharma Should Take Steps to Track It | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Pharma has been accused of being on the dark side, but now one agency is encouraging it to go there. The dark social side, that is.

 

While the name “dark social” sounds sinister, it’s actually just a growing way that people share content on social media, according to Andrew Grojean, social media manager at Intouch Solutions: “Dark social is effectively word-of-mouth sharing. It’s when a user does things like copy and paste a URL and drop it into a messaging app, or copies a link on a website and send it in an email where referrals aren’t always passed.”

 

Dark social also includes other shared activity that can’t be tracked or analyzed, such as links or content sent in instant messages, texts, Snapchats, mobile apps or even emails.

 

The problem for marketers is that dark social activity accounts for up to 75% of all sharing on social channels, and that figure has been growing over the past few years. That’s quite a bit of unknown activity when it comes to a brand and its content.

 

Dark social is also likely a valuable share, Grojean said. People sending content links in private messages are likely to be sending to a close circle of family, friends and acquaintances. Studies have repeatedly shown that people trust those kinds of word-of-mouth endorsements from family and friends more than they do advertisements.

 

So how can a pharma marketer tell if they’re getting a lot of dark social traffic? Marketers in general can usually tell the difference between direct traffic from people who type a simple url into a browser and the pasted-in link that still shows up as direct traffic in analysis but seems unlikely to have been hand-typed because of a long and unwieldy URL.

 

The good news is that pharma can take some steps to track and improve dark social sharing information, and Grojean offered some suggestions.

 

First, companies can start tracking everything. They can add tracking URLs to sites, emails, and Facebook and other social posts by creating a unique URL for each so that when someone copies the URL into a private message or chat and the receiver opens it, marketers using analytics will be able to tell how the user got to them.


Via Pharma Guy, Giuseppe Fattori
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Pharma Guy's curator insight, December 6, 1:06 PM

Use tracking URLs? I've been doing that for years. You tell me that Big Pharma doesn't already do this too? Unbelievable if true.

Graphics Designing's curator insight, December 7, 7:37 AM

If you are looking static website design then kool design maker is the best place.

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The feds just cleared a major roadblock for digital health

The feds just cleared a major roadblock for digital health | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
FDA is figuring out how it will regulate software that helps doctors make treatment decisions.

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Art Jones's curator insight, December 8, 11:15 AM

Excerpt:

"I know developers who sat in my office and told me they didn't build a life-saving feature because they didn't know if it would be regulated or not," said Morgan Reed, president of an app developer's' interest group called ACT.

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The future for pharma marketing is personal

The future for pharma marketing is personal | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
With marketing a consistent issue for pharma, one which will likely continue to grow, getting personal is the only option for future success.
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Making Sense of DTC Ad Spending

Making Sense of DTC Ad Spending | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
A blog about pharmaceutical marketing and advertising written by PharmaGuy, a constructive critic of the industry.
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Pharma Industry Accelerating Investment into Cell Therapy Companies

Pharma Industry Accelerating Investment into Cell Therapy Companies | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The pharmaceutical industry is showing a growing appetite for investing in cell therapy companies worldwide.
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Comprehensive report from @iqvia / quintilesIMS : The Growing Value of Digital Health

Comprehensive report from @iqvia / quintilesIMS : The Growing Value of Digital Health | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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

Infographic: Pharma customer engagement missing the mark with physicians #hcsmeufr #esante #digitalhealth | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The good news is that there's lots of opportunities to differentiate from competitors on delivering a better experience.

Via Lionel Reichardt / le Pharmageek
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Guillermo Grosso's curator insight, November 24, 9:34 AM

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

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mHealth Economics 2017 - Current Status and Future Trends in Mobile Health - #digitalhealth

mHealth Economics 2017 - Current Status and Future Trends in Mobile Health - #digitalhealth | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
2017 edition of report on mHealth and digital health
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Leveraging the Social Determinants of Health: What Works?

Leveraging the Social Determinants of Health: What Works? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
We summarized the recently published, peer-reviewed literature that examined the impact of investments in social services or investments in integrated models of health care and social services on health outcomes and health care spending. Of 39 articles that met criteria for inclusion in the review, 32 (82%) reported some significant positive effects on either health outcomes (N = 20), health care costs (N = 5), or both (N = 7). Of the remaining 7 (18%) studies, 3 had non-significant results, 2 had mixed results, and 2 had negative results in which the interventions were associated with poorer health outcomes. Our analysis of the literature indicates that several interventions in the areas of housing, income support, nutrition support, and care coordination and community outreach have had positive impact in terms of health improvements or health care spending reductions. These interventions may be of interest to health care policymakers and practitioners seeking to leverage social services to improve health or reduce costs. Further testing of models that achieve better outcomes at less cost is needed.

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Why Your Pharma Multi-Channel Marketing Mix Should Go Digital

Why Your Pharma Multi-Channel Marketing Mix Should Go Digital | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
What is digital marketing and why is it important for your pharma multi-channel marketing mix? Learn why digital strategies are your key to success.
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Patients Want Pharmacists to Be More Social Media Savvy

Patients Want Pharmacists to Be More Social Media Savvy | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
The 2017 Pharmacy Social Media Survey—conducted by Propeller Insights for PrescribeWellness, a cloud-based services company—revealed that when they’re looking for a pharmacy, 37% of Americans turn to Google, 18% use Facebook, and 34% rely on word of mouth.
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The Strategic Digital Pharma Marketing Course

With Ruud Kooi & Annelien Van Boxlaer
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Pharma should avoid Facebook at all costs

Pharma should avoid Facebook at all costs | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

Facebook’s objective was to keep users addicted to social media as much as possible, but now that Facebook has become nothing but a media company they don’t want to play by the same rules as other media companies.  The risks of advertising on Facebook are too great while the rewards are too few.

In the early days of social media, and Facebook, both social media experts and Facebook told the marketers they “had to be on Facebook”.  Then organic reach dropped to below 1% and Facebook told us again that we had to be on the site as advertisers.  Brands flocked to social media, but Facebook said that it had messed up more ad metrics than previously thought, potentially eroding its trust and relationship with marketers and publishers.  The social network said in a blog postmiscalculated it the number of completed video views, the total organic reach for business Pages and the amount of time spent with Instant Articles.

 Time and time again Facebook has undermined its credibility by making claims that are easily proven to be false, and then defended these claims with statements that are absurd.   It was reported, for example,  that Facebook was claiming to reach 41 million Americans between the ages of 18-24. If Facebook reached every American between 18 and 24 they’d still be 10 million short. There are only 31 million of them.

Even P&G, that huge marketing powerhouse, is pulling back on Facebook.  According to the Wall Street Journal “Procter & Gamble Co., the biggest advertising spender in the world, will move away from advertising on Facebook Inc. that targets specific consumers after deciding the practice has limited effectiveness”.

When Congress wanted to talk with social media executives they sent their lawyers instead.  In a speech on Wednesday, Senator Franken offered up a damning critique of the companies, charging them with having unchecked influence that even they don’t know how to control. “These companies may not be up to the challenge that they’ve created for themselves,” he said.

So how can pharma really use Facebook and be confident that their posts are not going to be avoided or used in other fake news?   When it comes down to it the best way to increase the effectiveness of your digital ads is through better creative based on user studies and testing.

The social media boat sailed a long time, largely without pharma.  Their fears over social media use may have been too extreme, but in the end their fear is justified for another reason.


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Google has released a machine learning AI tool that makes sense of your genome #esante #hcsmeufr #digitalhealth 

Google has released a machine learning AI tool that makes sense of your genome  #esante #hcsmeufr #digitalhealth  | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

AI tools could help us turn information gleaned from genetic sequencing into life-saving therapies. Almost 15 years after scientists first sequenced the human genome, making sense of the enormous amount of data that encodes human life remains a formidable challenge. But it is also precisely the sort of problem that machine learning excels at.

 

Google has now released a tool called DeepVariant that uses the latest AI techniques to build a more accurate picture of a person’s genome from sequencing data. DeepVariant helps turn high-throughput sequencing readouts into a picture of a full genome. It automatically identifies small insertion and deletion mutations and single-base-pair mutations in sequencing data.

 

High-throughput sequencing became widely available in the 2000s and has made genome sequencing more accessible. But the data produced using such systems has offered only a limited, error-prone snapshot of a full genome. It is typically challenging for scientists to distinguish small mutations from random errors generated during the sequencing process, especially in repetitive portions of a genome. These mutations may be directly relevant to diseases such as cancer.

 

A number of tools exist for interpreting these readouts, including GATK, VarDict, and FreeBayes. However, these software programs typically use simpler statistical and machine-learning approaches to identifying mutations by attempting to rule out read errors. “One of the challenges is in difficult parts of the genome, where each of the tools has strengths and weaknesses,” says Brad Chapman, a research scientist at Harvard’s School of Public Health who tested an early version of DeepVariant. “These difficult regions are increasingly important for clinical sequencing, and it’s important to have multiple methods.”

 

DeepVariant was developed by researchers from the Google Brain team, a group that focuses on developing and applying AI techniques, and Verily, another Alphabet subsidiary that is focused on the life sciences. The team collected millions of high-throughput reads and fully sequenced genomes from the Genome in a Bottle (GIAB)  project, a public-private effort to promote genomic sequencing tools and techniques. They fed the data to a deep-learning system and painstakingly tweaked the parameters of the model until it learned to interpret sequenced data with a high level of accuracy.

 

Last year, DeepVariant won first place in the PrecisionFDA Truth Challenge, a contest run by the FDA to promote more accurate genetic sequencing. “The success of DeepVariant is important because it demonstrates that in genomics, deep learning can be used to automatically train systems that perform better than complicated hand-engineered systems,” says Brendan Frey, CEO of Deep Genomics.

 

The release of DeepVariant is the latest sign that machine learning may be poised to boost progress in genomics. Deep Genomics is one of several companies trying to use AI approaches such as deep learning to tease out genetic causes of diseases and to identify potential drug therapies (see “An AI-Driven Genomics Company Is Turning to Drugs”).

 

Deep Genomics aims to develop drugs by using deep learning to find patterns in genomic and medical data. Frey says AI will eventually go well beyond helping to sequence genomic data. “The gap that is currently blocking medicine right now is in our inability to accurately map genetic variants to disease mechanisms and to use that knowledge to rapidly identify life-saving therapies,” he says.

 

Another prominent company in this area is Wuxi Nextcode, which has offices in Shanghai, Reykjavik, and Cambridge, Massachusetts. Wuxi Nextcode has amassed the world’s largest collection of fully sequenced human genomes, and the company is investing heavily in machine-learning methods.

 

DeepVariant will also be available on the Google Cloud Platform. Google and its competitors are furiously adding machine-learning features to their cloud platforms in an effort to lure anyone who might want to tap into the latest AI techniques (see “Ambient AI Is About to Devour the Software Industry”).

 

In general, AI figures to help many aspects of medicine take big leaps forward in the coming years. There are opportunities to mine many different kinds of medical data—from images or medical records, for example— to predict ailments that a human doctor might miss (see “The Machines Are Getting Ready to Play Doctor” and “A New Algorithm for Palliative Care”).


Via Dr. Stefan Gruenwald, Lionel Reichardt / le Pharmageek, Art Jones
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Art Jones's curator insight, December 7, 9:24 PM

Google turns the sci-fi which amazed us on the big screen yesterday into today's reality. 

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Where is Pharma Marketing Headed in 2018?

Where is Pharma Marketing Headed in 2018? | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
This week, MMW was privy to some insights on the future of pharma marketing from Sloan Gaon, CEO of PulsePoint. So what’s ahead in the new year? Here are some of Goan’s predictions: AI and ML will save lives in 2018 AI and ML will revolutionize clinical trial recruitment by finding patients based on a …
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Clinical trial? There’s an app for that

Clinical trial? There’s an app for that | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Several new apps are making it easier for doctors and patients to conduct clinical trials.
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The Context Problem Foils Pharma Online Advertising

The Context Problem Foils Pharma Online Advertising | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
A blog about pharmaceutical marketing and advertising written by PharmaGuy, a constructive critic of the industry.
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​Twitter’s New Character Limit Means More Freedom for Pharma Marketers

​Twitter’s New Character Limit Means More Freedom for Pharma Marketers | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Twitter is doubling its character limit, from 140 to 280. Read how this affects pharma marketers in this POV. 
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Johnson & Johnson launches surgery patient support platform

Johnson & Johnson launches surgery patient support platform | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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


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Big Pharma Racks Up Facebook Likes But Not So Much from Patients

Big Pharma Racks Up Facebook Likes But Not So Much from Patients | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

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

 

Listen here.


Via Pharma Guy, Giuseppe Fattori, Lionel Reichardt / le Pharmageek
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First Digital Pill Approved to Worries About Biomedical ‘Big Brother’

First Digital Pill Approved to Worries About Biomedical ‘Big Brother’ | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

For the first time, the Food and Drug Administration has approved a digital pill — a medication embedded with a sensor that can tell doctors whether, and when, patients take their medicine.

The approval, announced late on Monday, marks a significant advance in the growing field of digital devices designed to monitor medicine-taking and to address the expensive, longstanding problem that millions of patients do not take drugs as prescribed.

Experts estimate that so-called nonadherence or noncompliance to medication costs about $100 billion a year, much of it because patients get sicker and need additional treatment or hospitalization.

 


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How Your Pharmaceutical Sales Tools Can Increase Sales By 20%

How Your Pharmaceutical Sales Tools Can Increase Sales By 20% | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
How can companies increase their sales using pharmaceutical sales tools? How does gamification get involved? Sales stacks benefit from microlearning and games
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What ‘Patient Empowerment’ Really Means — And How Digital Platforms Can Improve The Physician… #esante #hcsmeufr #digitalhealth

What ‘Patient Empowerment’ Really Means — And How Digital Platforms Can Improve The Physician… #esante #hcsmeufr #digitalhealth | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it
Medicine, and healthcare as a whole, is not about getting patients to do what you tell them to do.
It’s about empowering them to take action in their own lives — and being there to help them every step of the way.

Via VAB Traductions, Lionel Reichardt / le Pharmageek
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