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Marketing farmacéutico: ¿Multicanal o sales-Marketing?

Marketing farmacéutico: ¿Multicanal o sales-Marketing? | Publicidad Healthcare | Scoop.it
Uno de los campos donde aparecen nuevos términos constantemente es en el mundo del marketing. En algunos casos no se trata de nada más que  “hacer marketing del marketing” pero en otros, un pequeño matiz (casi imperceptible) hace que el …
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El 'alto precio' del efecto nocebo sobre la salud

El 'alto precio' del efecto nocebo sobre la salud | Publicidad Healthcare | Scoop.it
El precio de un medicamento puede afectar a su efecto terapéutico y a posibles eventos secundarios sobre los pacientes, asegura un estudio que se publica en Science
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NIKE unveils NBA connected jerseys with interactive technology

NIKE unveils NBA connected jerseys with interactive technology | Publicidad Healthcare | Scoop.it
NIKE has celebrated the beginning of its partnership with the NBA by revealing that its new fan jerseys will include a connected, interactive element.

Via Richard Platt, Lionel Reichardt / le Pharmageek
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Richard Platt's curator insight, September 27, 2017 8:42 AM

NIKE unveiled its new NBA jerseys for the 2017-18 season at an exclusive event in los angeles where designboom was in attendance. to learn more about the technology, designboom spoke with NIKE innovation’s michael hailey, and took a closer look at some of the uniforms and apparel that will grace the NBA hardwood for the upcoming season.  globally launching on september 29, as soon as the NIKE jerseys go on sale, fans will be able to instantly unlock content via the NIKEconnect app. when the smartphone is tapped on the tag at the bottom of the NBA jersey it recognizes the special NFC chip located under the NIKEconnect logo. wearers are then able to ‘tap in’ around the clock, unlocking a wealth of team and player content such as pre-game arrival footage and highlight packages. game day brings even more access to exclusive offers.  based on the jersey’s allegiance, the app navigates the central ‘team’ tab. here, a status bar has either a pre-game countdown to tip-off, an in-game score, or a post-game final score. other information provided includes where and when the team is playing next, as well as stats about the wearer’s player of choice. below, the ‘team’ feed combines performance and off-court highlights, including related recap videos and gifs. fans can ‘tap in’ to this content for greater detail or share externally with friends online.

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Cardiac Patients’ Experiences and Perceptions of Social Media: Mixed-Methods Study

Cardiac Patients’ Experiences and Perceptions of Social Media: Mixed-Methods Study | Publicidad Healthcare | Scoop.it

Background: Traditional in-person cardiac rehabilitation has substantial benefits for cardiac patients, which are offset by poor attendance. The rapid increase in social media use in older adults provides an opportunity to reach patients who are eligible for cardiac rehabilitation but unable to attend traditional face-to-face groups. However, there is a paucity of research on cardiac patients’ experiences and perspectives on using social media to support their health.

Objective: The aim of this study was to describe cardiac rehabilitation patients’ experiences in using social media in general and their perspective on using social media, particularly Facebook, to support their cardiac health and secondary prevention efforts.

Methods: A mixed-methods study was undertaken among cardiac rehabilitation patients in both urban and rural areas. First, this study included a survey (n=284) on social media use and capability. Second, six focus group interviews were conducted with current Facebook users (n=18) to elucidate Facebook experience and perspectives.

Results: Social media use was low (28.0%, 79/282) but more common in participants who were under 70 years of age, employed, and had completed high school. Social media users accessed Web-based information on general health issues (65%, 51/79), medications (56%, 44/79), and heart health (43%, 34/79). Participants were motivated to invest time in using Facebook for “keeping in touch” with family and friends and to be informed by expert cardiac health professionals and fellow cardiac participants if given the opportunity. It appeared that participants who had a higher level of Facebook capability (understanding of features and the consequences of their use and efficiency in use) spent more time on Facebook and reported higher levels of “liking,” commenting, or sharing posts. Furthermore, higher Facebook capability appeared to increase a participants’ willingness to participate in a cardiac Facebook support group. More capable users were more receptive to the use of Facebook for cardiac rehabilitation and more likely to express interest in providing peer support. Recommended features for a cardiac rehabilitation Facebook group included a closed group, expert cardiac professional involvement, provision of cardiac health information, and ensuring trustworthiness of the group.

Conclusions: Cardiac health professionals have an opportunity to capitalize on cardiac patients’ motivations and social media, mostly Facebook, as well as the capability for supporting cardiac rehabilitation and secondary prevention. Participants’ favored purposeful time spent on Facebook and their cardiac health provides such a purpose for a Facebook intervention. The study results will inform the development of a Facebook intervention for secondary prevention of cardiovascular disease.

J Med Internet Res 2017;19(9):e323

doi:10.2196/jmir.8081


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Marketing farmacéutico en Linkedin

Marketing farmacéutico en Linkedin | Publicidad Healthcare | Scoop.it
Descárgate GRATIS el libro " Design Thinking en pharma" y aprende como aplicar esta metodología en el sector de la salud.
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Claves para crear una estrategia de contenidos en pharma

Claves para crear una estrategia de contenidos en pharma | Publicidad Healthcare | Scoop.it
Las bases para crear con éxito una estrategia de content marketing en el sector farmacéutico. (incluye e-book gratuito Content Marketing Pharma)
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Multicanalidad y Beyond-the-Pill, claves para las pharmas

Multicanalidad y Beyond-the-Pill, claves para las pharmas | Publicidad Healthcare | Scoop.it
Según un estudio, Los médicos esperan de las compañías farmacéuticas que ofrezcan más servicios “beyond the pill” para satisfacer las demandas de unos pacientes cada vez más empoderados y unos sistemas sanitarios cada vez más integrados. El estudio se basa …
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The omnichannel customer experience is poised to take off in regulated industries

The omnichannel customer experience is poised to take off in regulated industries | Publicidad Healthcare | Scoop.it
The omnichannel customer experience is nothing new, especially in the consumer and retail industries. Many companies and brands are using data and automation..
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La gurú de San Francisco que hizo ganar las elecciones a Mariano Rajoy

La gurú de San Francisco que hizo ganar las elecciones a Mariano Rajoy | Publicidad Healthcare | Scoop.it
En la fiesta de la calle Génova, Isabelle celebra. Sonrisa congelada. Es la confirmación de su talento y su esfuerzo. Llegó a España a finales de mayo. Sin saber español. Trabajand
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Digitalización y Marketing Online, las tendencias en 2016 para el sector salud ...

Digitalización y Marketing Online, las tendencias en 2016 para el sector salud ... | Publicidad Healthcare | Scoop.it
La recuperación de la confianza ha facilitado el desbloqueo de muchos proyectos de inversión que tenían las compañías, según Hays.
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“Internet nos está volviendo más ignorantes y narcisistas”

“Internet nos está volviendo más ignorantes y narcisistas” | Publicidad Healthcare | Scoop.it
El periodista Andrew Keen ataca en un libro las sombras de la Red, a la que acusa de favorecer desigualdad, monopolios y vigilancia
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20 campañas publicitarias para el día mundial sin tabaco.

20 campañas publicitarias para el día mundial sin tabaco. | Publicidad Healthcare | Scoop.it
Que el tabaco mata no es ningún secreto, Cada año mueren 6 millones de personas a causa del tabaco pero pesar de ello cada día empiezan a fumar 100.000 adolescentes… Seguramente la única arma para evitarlo sea la concienciación. Recopilamos …
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Nokia comprará Withings para entrar en el mercado de la salud

Nokia comprará Withings para entrar en el mercado de la salud | Publicidad Healthcare | Scoop.it
La compañía finlandesa pagará 170 millones de euros por hacerse con Withings, una empresa especializada en wearables para controlar y mejorar la salud del
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Las "vanity metrics" y la miopía de la información.

Las "vanity metrics" y la miopía de la información. | Publicidad Healthcare | Scoop.it
La analítica web puede abrumarnos con demasiada información, por eso, debemos tener en cuenta que cosas debemos medir en nuestra estrategia de marketing
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InCrowd Survey: For Healthcare News, Physicians Most Frequently Turn to Social Media 

InCrowd Survey: For Healthcare News, Physicians Most Frequently Turn to Social Media  | Publicidad Healthcare | Scoop.it

A recent study from the Pew Research Center indicated that over 67% of Americans look to social media sites for breaking news stories. With the ever-changing US healthcare system a constant focus of the 24-hour news cycle, we asked our Crowd about their primary resources for the latest healthcare information. InCrowd’s MicroSurvey tool reached out to 150 US-based physicians from a variety of specialties, averaging 15 years in practice and 44 years of age, to gather their input on where they are getting their healthcare news

Approximately 62% of practitioners’ prefer online news sources, including internet articles and video clips, news apps, and/or social media. Only 8% referenced a desire for traditional news sources such as hardcopy newspapers or television.


Consistent with the Pew study, social media news stood out in particular when physicians reported the frequency of their engagement. 51% of physicians refer to social media sites 3 or more times a week, where only 13% maintain similar engagement with news apps and other online resources. Interestingly, almost 30% of respondents reported checking their social media 7 or more times a week to stay up to date on healthcare topics.

Social media has become an extremely effective medium to reach physicians and the internal health care industry is taking notice. Organizations such as the American Academy of Family Physicians and the American Medical Association utilize a “broadcast” setting on Twitter and hosting Facebook live events. Longstanding organizations are actively pursuing these non-traditional methods to inform healthcare audiences antiquated hard copy news sources.

While many physicians seem fairly interested in utilizing social media to gain news updates, other have a hesitancy to use public social media platforms regularly due to concerns over privacy and uncontrolled patient interaction. Look for more in our upcoming blogs regarding the opportunities and risks of social media for the healthcare professional community.


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Instagram Can Diagnose Depression "Better Than Doctors"

Instagram Can Diagnose Depression "Better Than Doctors" | Publicidad Healthcare | Scoop.it

Research suggests the way we use social media can predict the decline of wellbeing in young people Instagram can be used to diagnose depression more accurately than doctors, according to researchers from the University of Vermont and Harvard University. 

 

Via Marie Ennis-O'Connor, Denis Granger
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Art Jones's curator insight, September 25, 2017 7:02 PM

How we do anything means everything, is the theme shared in a great book titled HOW by author Dov Seidman. 

 

This article suggests HOW we use social media is a powerful indicator of our mental health. 

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El difícil camino hacia el Beyond the Pill

El difícil camino hacia el Beyond the Pill | Publicidad Healthcare | Scoop.it
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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Así consigue Zara que te quieras comprar todo lo que hay en su web | S Moda EL PAÍS

Así consigue Zara que te quieras comprar todo lo que hay en su web | S Moda EL PAÍS | Publicidad Healthcare | Scoop.it
Analizamos las estrategias que sigue Zara, la hermana mayor de Inditex, para que su producto resulte irresistible.
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Seis millones para la startup española que ha creado un Amazon sanitario. Noticias de Tecnología

Seis millones para la startup española que ha creado un Amazon sanitario. Noticias de Tecnología | Publicidad Healthcare | Scoop.it
Seis millones para la startup española que ha creado un Amazon sanitario. Noticias de Tecnología. Mitad comparador de precios, mitad plataforma de comercio electrónico. La startup Salupro recibe seis millones por haber destapado un lucrativo negocio en el sector sanitario
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Transparence Day: la industria farmacéutica da un puñetazo sobre la mesa. Blogs de Tribuna

Transparence Day: la industria farmacéutica da un puñetazo sobre la mesa. Blogs de Tribuna | Publicidad Healthcare | Scoop.it
Transparence Day: la industria farmacéutica da un puñetazo sobre la mesa. Blogs de Tribuna. Sin matices. El sector ha hecho un ejercicio de transparecencia sin precedentes en términos de reputación, liderazgo y nuevas formas de gestión
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¿Que ventajas le ofrece LinkedIn al sector farmacéutico?

¿Que ventajas le ofrece LinkedIn al sector farmacéutico? | Publicidad Healthcare | Scoop.it
Las redes sociales en la industria farmacéutica todavía están infrautilizadas. Linkedin seguramente es la red generalista mas segura para los laboratorios.
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El clic mató el engagement... y a la marca

El clic mató el engagement... y a la marca | Publicidad Healthcare | Scoop.it
El abusar de tácticas para atraer clics a nuestros contenidos genera más rechazo que engagement si no se definen bien cuales son los objetivos estratégicos.
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Los visitadores médicos pasan de aficionados a profesionales

Los visitadores médicos pasan de aficionados a profesionales | Publicidad Healthcare | Scoop.it
La crisis puso fin a la época dorada de una profesión que ahora busca reverdecer laureles a través de la formación
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Agencias: el pilar de la publicidad necesita una (urgente) reforma - Marketing Directo

Agencias: el pilar de la publicidad necesita una (urgente) reforma - Marketing Directo | Publicidad Healthcare | Scoop.it
La cada vez mayor complejidad de la industria publicitaria en el mundo digital ha hecho que las agencias deban replantearse su rol en el nuevo entorno.
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