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24.000 applications santé mobile aux États-Unis

24.000 applications santé mobile aux États-Unis | Santé Industrie Pharmaceutique | Scoop.it
Sur plus de 40.000 « apps » santé disponibles sur l'Apple Store, 5% d’entre elles représentent 15% des téléchargements. Mais seules 23.682 sont considérées comme véritablement en rapport avec des sujets médicaux.
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Hospital Marketing: Reputation Management for Doctors & Hospitals

Hospital Marketing: Reputation Management for Doctors & Hospitals | Santé Industrie Pharmaceutique | Scoop.it

Most of us probably never think about hospitals as businesses with marketing teams and “customers.” They’re just there when we need them, which hopefully isn’t often.

But hospitals and clinics are big businesses, and getting patients in the door is a major priority. And to make it work, your hospital needs to be as welcoming and trustworthy as possible.

In other words, you need a strong reputation.

In this post, we’re going to find out what reputation management means for hospitals and doctors, and the positive steps you can take to improve yours.

Let’s do this!

Why is your hospital’s reputation important?

A good reputation is a must for any business including hospitals and doctors’ practices. In fact, the health industry presents a few key characteristics that make your reputation especially important.

People are anxious

Face it, doctors scare people. Nobody’s dancing with joy about their upcoming trip to the hospital. 

While you can’t change the way people feel completely, a healthy reputation can inspire confidence and calm. When people see that you’re professional and have a clean track record (with no scary complaints), it makes a big difference.

Your patients’ health is personal

Perhaps more than any other service, hospitals deal with people in private, vulnerable states. They need to know that they can trust you, and that you’ll take care of them.

Conversely, if a prospective patient feels that they can’t put their confidence in you, they’ll simply steer clear.

Patients rely on reviews

According to one study by Software Advice, 82% of the people it polled check review sites before choosing a healthcare professional. That’s a higher number than Americans who think the Earth revolves around the sun.

Sites like RateMDs and Healthgrades have made it easy to rate and review doctors. Prospective patients can then easily compare options, and find the doctor with the best reputation. That same study (above) found that nearly half of patients would choose a doctor outside their insurance network, based on reviews.

If so many people choose to rely on ratings to choose their doctor, you need to be sure that your ratings are fair.

Health is getting expensive

This may not be the case everywhere, but medical bills are a hot topic in the United States. We don’t need to get into the political jostling behind it, but just know this: people worry about healthcare costs – a lot.

What does this mean for you? I’m not suggesting you drop your prices, or even mention your prices online. Instead, be aware that people are shelling out significant money for your services. And they will have no issue looking elsewhere if they feel that this money isn’t well spent.

You get it – you need to protect your reputation. That’s where reputation management comes into play.

What is reputation management?

We’ve talked about managing your reputation before here and here, so we’ll keep this brief. Your reputation is basically what people say and think about you. And managing that reputation requires effort on your part.

Reputation management involves two steps:

Knowing what people say about you onlineResponding to comments and building a better image

In this post, we’ll look at both those elements as they relate to hospitals. But first, just a few words about what each actually means.

Knowing what’s said about you

This can simultaneously be very simple and quite difficult. On the one hand, people’s comments are open to everyone online. It’s never been easier to find out what your customers or patients think about you.

On the other hand, these comments are scattered everywhere. It can be hard to closely monitor what people say about your hospital when they have so many outlets. They’re probably not going to calmly deliver their feedback at your reception. So where are they going to give it?

Most likely, social media. People say whatever’s on their mind. And on top of that, you have news, blogs, forums, and countless other sites.

Health review sites have also emerged relatively recently. WebMD and even Yelp may be the bane of your existence, but they actually give you the opportunity to learn more about patients and what they think of your service.

Clearly, it’s a challenge to track them. But we’ll address that shortly.

First, what can you do once you’ve identified these kinds of messages online.

Actively improve your reputation online

Once you’ve figured out what people say about you, you may want to do something about it. A shaky online reputation is a ticking time bomb, and even a strong can be improved.

There are positive steps you can take to actually improve your reputation. We’re going to look at a ton of strategies for this below.

The key thing to know is that you do have to be hands-on, and it can make a big difference.

 

How to protect and improve your hospital’s reputation

Enough of the what and the why, let’s get into the how. As we saw above, you first need to understand what people are saying about you, and then respond to try to improve these comments and build a stronger reputation.

We’ve broken this down into three mean sources of information:

Health review sitesSocial mediaThe news

The same rule applies for each: first you listen, then you respond. Let’s take a look at each in turn.

Monitor review sites

What a time to be alive. Every day, we give reviews and ratings for food, Uber/Lyft drivers, technology we use, and even airport bathrooms:


Reviews are an entrenched part of our culture, for good or for bad.

72% of patients who use health review sites do so to help them choose a physician. So these review are likely the first time they’ve heard of you. Your rating online directly impacts foot traffic to your practice, so you’ll want to take them seriously.

How to respond to negative reviews

You can respond to reviews – good or bad. In fact, a majority of health review site users expect a response to their bad review. Provided your response is polite, balanced, and you show that you’re listening, you may be able to undo some of the damage done.

And you’re not only talking to that one patient. Remember, people look for new doctors on these sites. Others will see that you handle complaints professionally, which reflects well on your practice.

But you need to keep it compliant! You have a few basic obligations when responding to reviews online:

“You cannot speak directly about a specific aspect of their treatment or care, or otherwise present any personal patient information (diagnosis, complications, expected outcomes, etc). Importantly, even if the reviewer presents this information themselves, do not repeat it or expand upon it.”

So in short: you should respond to negative comments, but you need to do so wisely.

How to generate positive reviews

Another strategy is to build up a mountain of positive reviews to offset any negative ones. If your profile is littered with satisfied patients, those one or two unhappy ones will seem like the exception.

This is where your current loyal patients can really come in handy.

ReviewTrackers suggests five steps to encourage patients to leave reviews:

Optimize your online profiles. Make sure that the information about you on review sites is accurate, with up-to-date images. If it’s not, request changes.Use offline tactics. Put brochures and other reminders in your waiting room about your good reviews. Keep your reviews front-of-mind for patients as they leave your care.Provide personal, standout service. The best way to get good reviews is to offer a good service. Simple as that.Respond to reviews. Engagements lead to more conversations, and that’s the goal. Resolve issues, show gratitude, and make sure that patients know that you appreciate their thoughts.Follow-up on reviews. This is especially valuable for negative reviews, but it can also generate more positive ones. It’s not enough to simply reply to a complaint. Call or email patients following their review and make sure that their issues are taken care of.

You may hate them, but these review sites are here to stay. It’s up to you to actively monitor them and improve your hospital’s ratings.

Track social media

Your patients don’t just vent their frustrations on review sites. Social media has meant that anyone can share their opinions at any time, including feelings about their recent hospital visit or check-up.

This can be a particularly big deal for hospitals. As we discussed before, these places are easy to dislike. And people aren’t afraid to share their views:

 
 

 

Because social media has become such a prominent part of people’s lives, it’s important to understand what’s said about you on the platforms. Not only can you protect your good reputation, but you get the chance to interact with patients and build loyalty.

Two factors can impact your clinic’s reputation on social media:

What you say on social mediaWhat others say about you on social

Let’s take a quick look at each.

What you say on social media

We can cover this quickly: you can’t afford to jeopardize your reputation on social media. Your comments are there for the world to see. If they’re offensive, insensitive, or needlessly controversial, this can hurt.

For most people, social media is relatively lawless. My views don’t reflect the views of this organization, and so on. But for doctors, you are your organization. Patients are looking for professional care from someone they can trust. Make sure your social profiles reflect this.

What others say on social media

Your patients use social media every day. And as we saw above, many of them use it to take out their frustrations. That means you need to keep an eye on these messages to make sure that damaging misinformation isn’t being spread.

You can easily track social comments with a good social media monitoring tool. These alert you whenever your name, the hospital’s name, or any other keyword you choose is used.

Specifically, look for:

Quick reactions and complaints from patients and customersNegative misinformation and half-truths that could spread

For the former, it pays to respond quickly and directly, just as you would on a review site (above). And if you want to avoid a serious social media crisis, you need to ensure that misinformation isn’t spread on social channels unchecked.

The most important thing in all this is to use a tool that makes tracking social media easy. You don’t have the time or energy to trawl Facebook, Twitter, Instagram, and the rest manually. Instead, let the robots do the work for you.

 
 
 
 
 
 
 

 


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Top 10 Healthcare Marketing Trends For 2018

Top 10 Healthcare Marketing Trends For 2018 | Santé Industrie Pharmaceutique | Scoop.it

With 2017 almost in the rear-view mirror, it is time to start thinking about how your healthcare marketing strategy will evolve in 2018. It is a wise thing to step back for a moment, analyze the success of last year’s digital marketing campaigns and consider ways to evolve your strategy in the year to come.

Overall, 2017 was a year filled with changes and advancements in the digital marketplace. We saw the growth of ephemeral content on Instagram, innovations in live streaming, Google algorithm updates and an increased focus on unique content marketing. While it is a lot to stay on top of, these advances mean there are still unexplored roads to get inspired to improve your healthcare marketing strategy and engage your patients on a deeper level.

Most marketers prefer to write and publish digital marketing strategy pieces at the beginning of the year when everything is new and fresh, and teams are full of enthusiasm. With just three months left in the year 2017, you need to look for cutting-edge digital marketing strategies that can reinvigorate your brand in the year 2018.

If you want to stay on top of a constantly evolving digital landscape and ensure that you do not fall behind your competition regarding growth and profitability, you need to keep up with a lot of changes. This is one of the many key reasons why healthcare providers choose to work with a digital marketing agency, such as Practice Builders.

Ever wondered what makes a digital marketing agency so effective at coming up with innovative digital marketing ideas? A digital marketing agency can simplify the process of planning and executing the right campaign because it knows which communication channels can be best leveraged by a medical practice.

As you put together plans on where to focus your efforts in 2018, here are 10 digital marketing trends that can take your practice to the next level.


1. Consider Influencer Marketing: The need for influencer marketing is more significant today than it has ever been. Going by the statistics, nearly 71 percent of patients are more likely to book an appointment based on a reference on social networks.
Influencer marketing is all about taking advantage of “word-of-mouth” posts. An influencer is someone who has already gained the attention and loyalty of your target audience. You can ask any celebrity or a popular brand to interact with the target audience and endorse your products and service. Influencer marketing allows you to build instant authority for your brand, even if you are a new entrant in the market. More engaged patients mean more appointments and increased referrals.

2. Create Smart Content: Smart content, also referred to as dynamic content or adaptive content, is the most powerful pillar of your digital marketing campaigns. However, chances are you are not either creating or leveraging smart content as much as you could. As a reminder, dynamic content “talks” to your target audience – as if you know them. The more you know your target audience, the more likely you will convert prospects into patients. For instance, just by building your list of contacts, you can accumulate a significant amount of information in your CRM. Dynamic email can deliver personalized content to your target audience based on the information your system is collecting. While it is possible to do all of this manually, why would you? This is where marketing automation comes into the picture.

3. Focus on Market Automation: The rise of marketing automation platforms has simplified digital marketing tasks for medical practices. This is mainly because practices can now organize repetitive tasks across social networks and emails. This trend is very likely to deliver quick and measurable ROI. In addition, marketing automation platforms are beneficial to marketers in many ways. Firstly, they allow practices to see the relation between lead generation and digital strategies. Secondly, these platforms come with trigger-based systems that facilitate regular communication with potential and existing patients. Initially, these platforms were expensive and only large practices had access to them. However, over time, they have become affordable and scalable.

4. Think Beyond SEO: Until last year, gaining and maintaining website traffic was as easy as speeding up your SEO game. In 2018, entirely relying on SEO for improving your website traffic is a recipe for failure. Throughout 2017, Google has continued with algorithm update techniques. From Panda Mobilegeddon, the list is never-ending. A good number of reliable sites with useful content have suffered in the process. This does not mean you should forget all the SEO skills you have acquired over the years. Just keep them and improve them. It is essential to think beyond basic SEO techniques. However, do not hide from the fact that attracting patients in 2018 will demand more than just SEO.

5. Strengthen Social Media Presence: You can market and promote your practice until the cows come home, but if your approach is lacking, patients are going to scurry off somewhere else. Now more than ever, modern patients prefer to have easy access to the help and services they need. They do not want to make a phone call and stay on hold or send an email and wait for hours in a queue. Your patients want to post a comment on Facebook or send out a Tweet and get the help they need. Most medical practices have some amount of social media presence, but a handful of them leverage it for attracting patients.

 

6. Invest in Live Video: 2018 is said to be the year of video, with businesses of all kinds, including the healthcare sector, turning to video content to gain their target audience’s attention. Out of the various types of video, live video is said to attract the most attention so far. According to a study, long-form content and live video deliver the highest rates of ad completion. Another study expects the live video market to grow to $70.05 billion in 2021, up from $30.29 billion in 2016.

How can medical practices get on board with live video? There is a wide range of live video platforms available, which show the booming popularity of live streaming. Facebook Live is probably the most popular, but other social media networks including YouTube, Instagram, Tumblr and Periscope also support live video. You can use live video for streaming events, interviews, broadcasting a launch or reaching out to a broader audience.

7. Build a Responsive Website: You can start the new year by increasing the effectiveness of your website. The primary purpose of your practice website is to attract and inform patients. Some of the most effective elements of a high-converting healthcare website sites are: simple layout and basic design, easy navigation, contact forms with necessary information fields, social media links, patient reviews page and a media gallery for images and videos of practice and staff. Carefully building your healthcare website around the needs of your patients will help you achieve business objectives.

8. Paid Marketing Strategies a Necessity: For healthcare marketers relying solely on social networks, a lot more than just posting updates on your social media profile will be required to win your target audience. According to Forrester Research, an average patient only gets to see 16 percent of Facebook posts of their doctors and only 10 percent of tweets. We are entering an era in which marketers will have to pay to have their content distributed appropriately. For many healthcare marketers, it may mean loosening their budget to accommodate extra costs. If you want to have a lasting impact, you will have to pay for the premium services.

9. Gather More Patient Reviews: Social proof is essential for any healthcare practice trying to gain trust with potential patients. Social proof includes patient reviews, testimonials and case studies. According to a report, one in four patients check online reviews before choosing a healthcare provider. The good part is, acquiring reviews requires little effort.

One way to market your medical practice is by getting positive reviews on popular third-party sites such as Healthgrades.com and Vitals.com. Your patients can also post reviews on social media sites like Facebook, Yelp and Google+. If the majority of your reviews are negative, or if you do not have any reviews at all, the chances are that the new patient will choose another practice.

Encouraging patients to post reviews of your practice is simple. A good way to encourage patients to post reviews is through automated emails after each visit or by including a link to the third-party review website in your satisfaction surveys.


10. Extensive Blogging: Medical practices are highly likely to take control of their content by creating their own blogs. Topics like office updates, patient-centric useful content and featured guest posts will allow healthcare marketers to nurture their brand and connect with more patients. According to industry experts, 2018 is going to be another exciting year for innovative ways to reach patients and increase brand awareness. Rapid development in communication technology is making it increasingly challenging, and marketers will need to experiment and adapt in order to keep up.

Final Words

Incorporating these tips into your healthcare marketing strategy can help you connect with existing and potential patients. As hectic as running a practice may get, it is important for healthcare providers to appear as approachable as possible. Marketing your medical practice in a welcoming manner will draw in more patients while encouraging them to stay with your practice for a long time.

This makes it critical to find a healthcare marketing agency that can help you build your practice while you focus on caring for your patients. At Practice Builders, we offer a unique blend of reputation management as well as digital marketing that will help bring in new patients and strengthen your brand.

If your current marketing efforts do not include online reputation management and digital marketing, we are here to help. Implementing these strategies will drive more patient referrals, improve patient retention and keep your practice’s reputation strong.
For help with building your brand and executing digital marketing ideas for your practice, contact a Practice Builders representative today.


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CherryNetwork's curator insight, November 11, 11:12 AM

Indeed here to stay....

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More surgeons rely on social media to learn about new techniques, practices 

More surgeons rely on social media to learn about new techniques, practices  | Santé Industrie Pharmaceutique | Scoop.it

More and more surgeons are turning to social media platforms not only to connect with their peers but also to share experiences on new techniques and practices.

 

Facebook and Twitter are just two of the platforms that surgeons are using to replace face-to-face interactions, write assistant professors from Johns Hopkins University Carey Business School and Armstrong Institute for Patient Safety & Quality, Tufts University School of Medicine and the University of Michigan in a piece for Harvard Business Review.

The medium offers learning opportunities to further surgical education as the practice of surgery continues to evolve, the authors say.

 

Indeed, their study in the August issue of the Annals of Surgery on how robotic surgeons used a closed-membership Facebook group found that surgeons post the most and comment more on Tuesday, Wednesday and Thursday than other days. This suggests that the surgeons have incorporated the social media group into their weekly workflow rather than using it on weekends when they have more free time, the authors say.

Surgeons who use the social media platforms say that it allows them to hear from other experts in the field and helps them learn about surgical techniques and options that they may not have considered.

 

The authors say that hospital and healthcare system leaders should embrace the potential of the medium to augment in-person learning opportunities.

 

Peter Alperin, M.D., vice president of connectivity solutions at Doximity, the largest secure medical network, with more than 70% of all U.S. physicians as members, also wrote in a recent piece for Hospital Impact that many physicians have found that they’ve been able to expand their referral network to specialists by making use of networking on social media.

“Ultimately, partnerships like this allow physicians to share their expertise and help patients connect to the best treatments available, which is a win for both physician collaboration and patient outcomes,” Alperin says.


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3 combats à mener pour lutter contre le #cancerdusein au-delà d' #OctobreRose #hcsmeufr #europadonna

3 combats à mener pour lutter contre le #cancerdusein au-delà d' #OctobreRose #hcsmeufr #europadonna | Santé Industrie Pharmaceutique | Scoop.it

La lutte contre le cancer du sein ne s'arrête pas aux frontières d'octobre: c'est tous les jours que des milliers de femmes doivent faire face à cette maladie.


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Lionel Reichardt / le Pharmageek's curator insight, November 6, 8:14 AM

La lutte contre le cancer du sein ne s'arrête pas aux frontières d'octobre: c'est tous les jours que des milliers de femmes doivent faire face à cette maladie

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Neuroplasticity: The 10 Fundamentals Of Rewiring Your Brain

Neuroplasticity: The 10 Fundamentals Of Rewiring Your Brain | Santé Industrie Pharmaceutique | Scoop.it
Brain plasticity is a two-way street; it is just as easy to generate negative changes as it is positive ones. You have a “use it or lose it” brain. It’s almost as easy to drive changes that impair memory and physical and mental abilities as it is to improve these things. Merzenich says that older people are absolute masters at encouraging plastic brain change in the wrong direction.

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Lisa Marie Blaschke's curator insight, October 29, 3:39 AM
You can go negative or positive in influencing brain neuroplasticity. What road do we as educators and institutions take? Article gives some insights on how to do it right.
Volkmar Langer's curator insight, October 29, 5:39 AM
Learning - always stay tuned - use it or lose it
Jackie Newman's curator insight, October 30, 7:27 PM
Keel Learning!
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Could Fitbit detect cardiovascular condition atrial fibrillation?

Could Fitbit detect cardiovascular condition atrial fibrillation? | Santé Industrie Pharmaceutique | Scoop.it
Last week, at the Connected Health Conference in Boston, researchers from Fitbit presented some data that didn’t get as much attention as they should have. Part of that was due, perhaps, to how the study was presented—not in a high-profile, main-stage session, but rather on a sheet of cardboard during the meeting’s “poster session.” That’s where you typically find hordes of post-doctoral researchers desperately searching for an audience for their work, as conference-goers mill around between panel discussions. Still, this is where you’ll often find some of the best stuff at medical meetings.
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Isa SIMON's curator insight, November 2, 3:41 AM
La conférence de Boston n'a pas rencontré un franc succès à ce sujet. Pourtant, il y a peut-être une avancée pour la cardio?

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résultats France du 1er World Psoriasis Happiness Report #PsoHappy 


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Apple cherche à racheter un réseau de cliniques aux Etats-Unis

Apple cherche à racheter un réseau de cliniques aux Etats-Unis | Santé Industrie Pharmaceutique | Scoop.it
Au sommaire: Apple serait en pourparlers avec une start-up, qui compte plusieurs établissements médicaux aux États-Unis, pour développer son propre réseau de cliniques. Et après avoir bouclé une levée de fonds de 93 milliards de dollars au mois de mai, SoftBank va lever encore des milliards à investir dans la Tech. - Le regard de Frédéric Simottel, éditorialiste high-tech à BFM Business. - Tech & Co, du mardi 17 octobre 2017, présenté par Sébastien Couasnon, sur BFM Business.

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Survey: 77 percent of Medicare members have used digital health tools

Survey: 77 percent of Medicare members have used digital health tools | Santé Industrie Pharmaceutique | Scoop.it
According to a new survey of 500 Medicare plan members, 77 percent of Medicare beneficiaries have used digital health tools. Yet just nine percent of respondents indicated that their health plan integrated data from those tools. Looking specifically at the 70 percent of beneficiaries with one or more chronic conditions, just eight percent said digital health tool data was used by their health plan. 

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Florian Morandeau's curator insight, October 5, 2:37 AM

Blood pressure monitors are the top used IoMT devices.

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Nos médicaments seront-ils bientôt imprimés en 3D ?

Nos médicaments seront-ils bientôt imprimés en 3D ? | Santé Industrie Pharmaceutique | Scoop.it
Des chercheurs proposent une technique innovante d’impression des médicaments. Cette méthode permettrait aux pharmacies ou aux hôpitaux d’imprimer des pilules personnalisées en fonctio

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FDA Approves First Mobile Medical App for Non-Opioid Substance Abuse

FDA Approves First Mobile Medical App for Non-Opioid Substance Abuse | Santé Industrie Pharmaceutique | Scoop.it

US regulators have approved the first mobile medical application for substance use disorders involving alcohol, cocaine, marijuana and stimulants.


Pear Therapeutics’ Reset app offers cognitive behavioural therapy and is designed to be used alongside outpatient therapy and a widely-used SUD contingency management programme.
Reset works by teaching users skills to increase their abstinence from substance abuse and keep them in outpatient therapy programmes.


The FDA’s approval came on the back of a 12-week clinical trial involving 399 patients on either standard treatment or standard treatment plus a desktop version of Reset.


It showed a statistically significant increase (40.3% vs 17.6%) in adherence to abstinence for patients with alcohol, cocaine, marijuana and stimulant SUD who used Reset.


The trial did not demonstrate the effectiveness of using Reset for opioid abuse and the application is not licensed to treat opioid dependence.


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Pharma Guy's curator insight, September 15, 7:56 AM

When I first saw this story, I thought this app also helped patients who are addicted to opioids. I wonder if anything could solve that problem!

Richard Platt's curator insight, September 29, 10:40 PM

The FDA’s approval came on the back of a 12-week clinical trial involving 399 patients on either standard treatment or standard treatment plus a desktop version of Reset.   It showed a statistically significant increase (40.3% vs 17.6%) in adherence to abstinence for patients with alcohol, cocaine, marijuana and stimulant SUD who used Reset.  The trial did not demonstrate the effectiveness of using Reset for opioid abuse and the application is not licensed to treat opioid dependence.  Carlos Peña, director of the Division of Neurological and Physical Medicine Devices in the FDA’s Center for Devices and Radiological Health, said: “This is an example of how innovative digital technologies can help provide patients access to additional tools during their treatment.  “More therapy tools means a greater potential to help improve outcomes, including abstinence, for patients with substance use disorder.”  Reset contains a patient application and clinician dashboard and is indicated as a prescription-only adjunct treatment for patients with SUD who are not currently on opioid replacement therapy, do not abuse alcohol solely or whose primary substance of abuse is not opioids.  However, Pear’s development pipeline does include a version of the app specifically for opioid use disorder, alongside devices for use in areas such as schizophrenia, pain and major depressive disorder.

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Eligo Bioscience lève 20 millions de dollars pour être plus précis que les antibiotiques

Eligo Bioscience lève 20 millions de dollars pour être plus précis que les antibiotiques | Santé Industrie Pharmaceutique | Scoop.it
Ce nouveau financement doit permettre à la start-up française de renforcer sa plateforme de bio-médicaments programmables.

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Projet Lucine - Des lunettes pour faire disparaître les douleurs 

Projet Lucine - Des lunettes pour faire disparaître les douleurs  | Santé Industrie Pharmaceutique | Scoop.it
La Nouvelle-Aquitaine ne manque pas de jeunes pousses. Bien au-delà de la délégation de professionnels de la médecine et de santé, la région compte 50 % des entreprises françaises du secteur.

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6 Keys to a Strong Healthcare Digital Marketing Strategy

6 Keys to a Strong Healthcare Digital Marketing Strategy | Santé Industrie Pharmaceutique | Scoop.it

 The healthcare industry is continually pursuing the next technological advancement. Whether it’s a new, improved treatment, a groundbreaking facility or the expansion of physician specialties, healthcare organizations are always working to provide a higher level of care for patients.

Unlike any other industry, healthcare serves a broad audience. And today's consumers are becoming more involved with every app they download and every website they visit. In fact, patients are relying on websites at an increasing rate to make healthcare decisions.

This is why it’s important to stay on top of digital marketing and keep your organization at the forefront of change—even online. Use these six keys to a strong healthcare digital marketing strategy that will reach patients and generate leads in today’s patient-centered market.

6 Keys to a Strong Healthcare Digital Marketing StrategyAn Easy-to-Navigate Website

Your website serves as the welcome mat to your organization. It typically is the first impression your company will make and plays a strong role in a patient’s decision to choose your facility or go elsewhere, so you want the user experience to be as easy as possible. Chances are if someone is on your website, they are looking for answers for themselves or a loved one and want to find what they’re looking for quickly so they can take action.

Patients already are looking online for health information, so make sure your website is patient-focused and easy to use. Take the Mayo Clinic’s website, for example. It is user-friendly and has a robust offering right on the homepage. 

It’s simple for visitors to make an appointment, contact Mayo Clinic, view resources or log into the patient account. Putting these elements on the homepage makes its easy to find so they don’t have to go searching around the site.

An Informational Blog

Your blog goes hand-in-hand with a strong, user-friendly website. With 1 percent of all Google searches related to medical symptoms, and 3.5 billion Google searches, that’s 35 million online medical searches every day. Take advantage of all those searches with rich blog content that provides information on health conditions, answers to questions, quick tips and advice they can get without going to the doctor. Be sure to plan your editorial calendar around health months or other timely topics relevant to your organization.

And don’t forget, people take comfort in reading about other patients who have experienced a treatment, condition or surgery they are facing, so this can help boost your blog’s readership numbers. While you can feature testimonials in various places around your website, your blog is a great place for reading in-depth about another patient's success. Rather than short clips, blogs are trending toward featuring in-depth patient stories on their journey from diagnosis to recovery.

The Harvard Medical School blog has a steady stream of content that covers a variety of health concerns. Its navigation makes it simple to browse topics by health categories, such as men’s health or heart health. Readers can easily find the blog subscription, and engagement is highlighted by showing the most-commented blog posts.

Resourceful Emails

It’s true that patients go searching for information, but email is a way to be a step ahead. What if the information was in their inbox before they had to even look for it? By sending out an email newsletter at least once a month, you’ll continue to educate patients by providing them with fresh content they can apply to their own health.

The key is to provide your email database with a variety of information to best capture your audience’s interest. Use email personalization and segmentation based on a recipient’s interests and needs so they’re receiving information relevant to them. Send out a video, a current blog post or provide industry news that will give readers information on various topics. Be sure to plan these ahead of time so they are timely according to what’s going on at your organization or in the health industry.

This newsletter email sent out by Akron Children’s Hospital in August helps parents of young children with issues facing preschoolers going back to school. Parents who have subscribed are dealing with many of these situations just before school starts, and this email was timely in providing answers to their problems.

Videos That Educate and Inspire

Audiences increasingly are leaning more toward visual content. According to Wordstream, one-third of online activity is spent watching video. If you can get your physicians on camera speaking about their area of expertise, it inevitably will add to their credibility and capture an audience that is out there looking for the expertise your physicians have.

This Cleveland Clinic video shows doctors speaking passionately about their areas of expertise, and describing their views on caring for patients. Watching a doctor in a video describing a condition or procedure can make a patient feel more at ease about what they’re experiencing, especially if they’re seeing that physician for treatment. Video can make a patient feel as though they’ve already met the physician and increase their comfort level by seeing their facial expressions, mannerisms and even hearing their voice.

Like the blog, another appropriate place for testimonials is in your video resources. The only thing better than reading about another patient’s experience is getting to see it in action through video, and hear the doctor, patient and family members describing the experience from beginning to end. Video is a powerful tool; the lighting, music and story structure work together to draw out emotion when telling the story in ways a blog post can’t. These elements can evoke feelings of passion, hope, courage, fear and many others that the written word alone can’t capture.

Strong SEO Attributes

You can have the best-looking, most informative website, blog posts, emails and videos, but what good are they if they’re not being found? Through the process of search engine optimization (SEO), you can increase the quality and quantity of organic traffic by centering your content on specific keywords your patients actually would use in their searches. If you’re a hospital with several service lines, you’ll want to do some keyword research with a tool like SEMrush or the HubSpot keyword tool to determine the best-ranking keywords to use on each page. You’ll want to look for what keywords are currently driving traffic to your website, as well as your competitors'.

When searching in SEMrush for healthcare, you’ll see the top keywords, their search volume, keyword difficulty score and cost per click (CPC): 

 

Using these results, choose a keyword that has a lower difficulty score (so it’s not as difficult to rank for) with a high search volume. Develop your content based on this keyword, and work it into your copy. To optimize a page around a particular service line, you need to include it in the page title, H1, meta description, URL, alt image tags and within the body copy of the page. You can create content around that same keyword and related subtopics and link back to that page. Say your keyword is “Cleveland urologist,” some subtopics might be when to see a urologist, incontinence symptoms or overactive bladder treatment.

Keywords are important, but they must sound natural within the rest of the copy. Avoid overuse of the keyword phrase on the page; Google will penalize you for “keyword stuffing” if your phrase appears too many times. While you want the words within the copy, quality content is still king.

Engaging Social Media Strategy

If your healthcare organization isn’t on social media, you’re missing a huge opportunity to connect with your audience. Social media is an excellent promotional tool when used right.

In fact, 60 percent of social media users are most likely to trust social media posts and activity by doctors over any other group, according to Infographics Archive. So plan your posts wisely—make sure they are written ahead of time and offer a variety of content on your page. A social media presence expands your reach to patients.

Cedars-Sinai Medical Center has all the elements needed for a successful social media strategy. 

The hospital shares videos, blog posts highlighting its staff caring for patients, upcoming events and dozens of positive patient reviews. A great feature is a “Book Now” button that takes patients to the hospital’s physician page, so patients can easily locate a doctor for their needs.

Tying It All Together

A strong healthcare digital marketing strategy is most effective when it is managed in a streamlined way, where each component is in sync with one another, rather than siloed. In addition to regularly meeting with your team about your marketing strategy to discuss changes or updates, connect these elements through a content management platform. This enables you to track the performance of your efforts as a whole and identify areas for improvement. In fact, many healthcare organizations already are managing their digital marketing efforts on HubSpot or other similar platforms. Doing so helps them review previous efforts, and makes planning their future strategies easier. Platforms like HubSpot can support your marketing endeavors through their continual updates to help you better serve the healthcare industry and the users you are working to attract.


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Digital Technology and the Future of Cancer Care

Digital Technology and the Future of Cancer Care | Santé Industrie Pharmaceutique | Scoop.it

Smartphones and digital technology have become essential tools in our personal and professional lives. So it’s a natural next step that these technologies are being used to improve health care, too.

Mina S. Sedrak, M.D., M.S., an oncologist in the Department of Medical Oncology & Therapeutics Research at City of Hope, shared his high-tech vision for the future of cancer care.

NEW COMMUNICATION LANDSCAPE

It’s clear that our communication landscape has shifted in the last decade. From the evolution of email and listservs to blogs and social networking sites, modern society has embraced a digital, connected way of life.

“The rapid pace of new electronic and mobile health technologies has opened up enormous opportunities for participative communication,” said Sedrak – “a type of communication that enables users to interact, create, write and exchange information with each other.” Unlike traditional modes of communication such as radio or print media that provide one-way transfer of knowledge, these new tools offer the opportunity to connect with larger audience and allow them to generate, share and discuss ideas and content in unprecedented ways.

Mina S. Sedrak, M.D., M.S.

Sixty-nine percent of American adults report using some type of social media site today, which is up from 5 percent in 2005. “Cancer patients and their loved ones are increasingly using social media to interact with each other and with oncology professionals, form communities, and receive and obtain credible information about their health or that of their loved ones,” Sedrak said.

“But how the public communicates about a complex topic such as cancer on sites like Twitter or Facebook remains unclear, and whether there is value or direct application from these new modes of communication to influence the public’s knowledge, health behaviors and outcomes is unknown.”

SOCIAL NETWORKS AND CLINICAL TRIALS

How could a smartphone improve cancer care? Sedrak pointed to clinical trials as one great example. Clinical trials are essential for testing new cancer therapies, turning scientific discoveries into new and better treatments.

“Only 3 or 4 percent of adult cancer patients participate annually in therapeutic clinical trials,” Sedrak said. However, studies show that when the public is better educated about a medical condition, patients are more likely to enroll in clinical trials.

Sedrak hopes to learn more about how people share information related to cancers and clinical trials on sites like Twitter. Then health care organizations and health advocacy groups can craft their messages to deliver accurate information to people who could benefit, he added.

WEARABLE TECHNOLOGY

Sedrak also sees promise for tech devices you can wear. There’s been a surge in popularity of wearable health tracking devices, such as bracelets or watches that monitor a person’s activity levels or record stats such as heart rate and sleep habits.

If doctors and health researchers could tap into that data, he said, it would give them a new view into what patients do outside the doctor’s office.

“Imagine if I can gather the number of steps that a patient walks to understand her functional performance status, or her heart rate, blood pressure and blood glucose levels.… How much more of that information could be valuable in understanding her disease, her response to treatment, and could those data points help improve the care I can provide her?” Sedrak said.

While there are still questions how best to use these technologies to improve cancer care, Sedrak said he’s excited about the possibilities.

“We hope that our research insights would allow us to design targeted interventions that use technology, such as digital electronics and social media, to promote better cancer care for our patients, both at City of Hope and across the country,” he said.


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Wearable Tech Emerging For Chronic Pain Relief

Wearable Tech Emerging For Chronic Pain Relief | Santé Industrie Pharmaceutique | Scoop.it
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?
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Infographie : le patient du futur et les soins de santé de demain

Infographie : le patient du futur et les soins de santé de demain | Santé Industrie Pharmaceutique | Scoop.it
La société Site Santé Médecine propose une vision prédictive du patient du futur et de la santé de demain. Découverte en infographie.

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Isa SIMON's curator insight, November 2, 6:12 AM
Intéressant, pour demain?
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Pharmacies : les Français souhaitent plus de services aux patients

Pharmacies : les Français souhaitent plus de services aux patients | Santé Industrie Pharmaceutique | Scoop.it
Que veulent les Français en ce qui concerne les pharmacies de demain ? Un sondage Odoxa révèle l'enthousiasme des Français pour les nouveaux services que peuvent proposer ces professionnels de santé comme la vente de médicaments sur Internet ou encore la vaccination.

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Isa SIMON's curator insight, November 3, 5:50 AM
Un sondage intéressant qui montre l'intérêt des nouvelles technologies/services/santé.
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Study Results: Serious Games As Digital Health Interventions

Study Results: Serious Games As Digital Health Interventions | Santé Industrie Pharmaceutique | Scoop.it
 play2PREVENT Lab Study’s results published early September 2017 in the Journal of Medical Internet Research showed that PlayForward “Serious Game” was effective in improving positive attitudes about sexual health among adolescents

Following my previous post Jesse Schell On Serious Games @ Serious Play 2013, which covered PlayForward: Elm City Stories as a gold medal winner in the Healthcare/Medical category of the International Serious Play Awards, the Yale News has recently reported that “video games might soon have a place in classrooms as tools to help educate adolescents about public health issues.” 

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Kim Flintoff's curator insight, October 25, 9:29 PM
play2PREVENT Lab Study’s results published early September 2017 in the Journal of Medical Internet Research showed that PlayForward “Serious Game” was effective in improving positive attitudes about sexual health among adolescents
Richard Platt's curator insight, October 28, 12:25 PM

With the value proposition of “harnessing videogame technology to shape stronger and healthier lives”, seven years ago Lynn Fiellin MED ’96, founder and director of the play2PREVENT Lab at the Yale Center for Health & Learning Games, received funding from the National Institutes of Health to study how video games might effectively combat public health issues among New Haven youth.   Play2PREVENT’s inaugural video game was PlayForward: Elm City Stories. Yale’s p2P initiative has partnered with Schell Games and Digitalmill to develop the game for the iPad, aimed at preventing HIV infection among ethnic minority adolescents. PlayForward is a serious role-playing videogame that engages youth with a variety of challenges and choices in fictional yet realistic life situations.  Led by Fiellin, the research team recruited more than 300 students, ages 11 to 14, from afterschool and summer programs in the New Haven area for the study.  During the one-year study period, the students were assessed for a range of outcomes, including sexual health attitudes, knowledge, intention to initiate sex, and sexual activity.  The findings validate the value of the Serious Game as a tool to engage and educate teens at risk for HIV and other sexually transmitted infections (STIs).

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BioSerenity, champion français de la e-santé, lève 15 millions d’Euros

BioSerenity, champion français de la e-santé, lève 15 millions d’Euros | Santé Industrie Pharmaceutique | Scoop.it
Start-up spécialiste des solutions pour patient connecté, BioSerenity clôture fin septembre une levée de fonds de Série A de 15 M€ menée par LBO France, aux

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#Hacktioncontrelecancer : entre tendances et convergences pour améliorer la communication patient/soignant en cancer #hcsmeufr #esante #pharma

#Hacktioncontrelecancer : entre tendances et convergences pour améliorer la communication patient/soignant en cancer #hcsmeufr #esante #pharma | Santé Industrie Pharmaceutique | Scoop.it

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Lionel Reichardt / le Pharmageek's curator insight, October 17, 3:14 AM

#Hacktioncontrelecancer : entre tendances et convergences pour améliorer la communication patient/soignant en cancer #hcsmeufr #esante #pharma

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The Imminent Digital Health Revolution

The Imminent Digital Health Revolution | Santé Industrie Pharmaceutique | Scoop.it
Preventative and therapeutic care will be driven by predictive analytics, but engineers must first transform the complex data into beneficial insights.

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Florian Morandeau's curator insight, October 5, 2:33 AM

Digital health: The challenges of transforming complex data into beneficial insights.

Art Jones's curator insight, October 6, 2:24 PM

The Future of Healthcare is the aggregation of big data, the blockchain, artificial intelligence, machine learning, mobile devices and of course, in the near term, humans have a roll in the process too.

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This 'breakthrough' protein glue could save lives in emergencies

This 'breakthrough' protein glue could save lives in emergencies | Santé Industrie Pharmaceutique | Scoop.it

Australian and American biomedical engineers have developed a stretchy surgical glue that rapidly heals wounds, a "breakthrough" that has the potential to save lives in emergencies, its designers say.

 

The injectable glue, MeTro, is based on a naturally occurring protein called tropaelastin. It is applied directly to the wound and is then activated with UV light to form a complete seal, eliminating the need for staples or stitches. Its elasticity means it's designed to work well on shape-changing internal organs like the lungs and heart.

 

A study published in journal Science Translational Medicine showed the glue quickly and successfully sealed incisions in the arteries and lungs of rodents and the lungs of pigs.


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Dorothy Retha Cook's curator insight, October 6, 3:19 PM

An emergency fix that really stick to yah!/What's gluing in health tody? 

Victor Jimenez's curator insight, October 7, 4:37 PM
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Une impressionnante vidéo de neurochirurgie à 360 degrés

Une impressionnante vidéo de neurochirurgie à 360 degrés | Santé Industrie Pharmaceutique | Scoop.it
Un hôpital londonnien a, pour la première fois, publié une vidéo d'une impressionnante opération de neurochirurgie à 360 degrés.

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Voix des patients : La e-santé pour faire évoluer la relation patient-médecin vers un réel partenariat 

Voix des patients : La e-santé pour faire évoluer la relation patient-médecin vers un réel partenariat  | Santé Industrie Pharmaceutique | Scoop.it
Les révolutions technologiques qui bouleversent l’univers de la médecine suscitent bien des inquiétudes. Pourtant, elles sont aussi gages d’une meilleure prise en charge des patients. A condition de ne pas oublier l’essentiel, à savoir l’humain ! Le Dr Jean Gabriel Jeannot tente, en moyenne une fois par semaine, par le biais de son blog, d’aider …

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