Stratégies de communication digitale en santé
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mes-analyses.com : une innovation dans l’ère du temps

mes-analyses.com : une innovation dans l’ère du temps | Stratégies de communication digitale en santé | Scoop.it
C’est une information qui est passée sans faire de bruit : la loi du 16 janvier 2016 autorise désormais la dématérialisation des analyses médicales, une petite révolution numérique qui correspond...
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Top 10 des levées de fonds de start-up de la French Tech en 2017

Top 10 des levées de fonds de start-up de la French Tech en 2017 | Stratégies de communication digitale en santé | Scoop.it
thérapies géniques innovantes pour des maladies métaboliques héréditaires rares
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8 Genius Examples of Empathetic Content Marketing in Action

8 Genius Examples of Empathetic Content Marketing in Action | Stratégies de communication digitale en santé | Scoop.it

Successful content marketing is about creating a connection between your audience and your brand.
This doesn’t mean just throwing content at your audience. It means truly valued creating content -- content that serves needs and addresses the biggest pain points. And this type of content is much easier to create when it's informed and driven by empathy.


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Qu'est ce que l'e-santé ? | Fondation de l'Avenir

Qu'est ce que l'e-santé ? | Fondation de l'Avenir | Stratégies de communication digitale en santé | Scoop.it
Définition, historique, chiffres clés, vocabulaire... tout ce qu'il faut savoir sur l'e-santé.

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E-santé : le marché de la médecine connectée [Cathy Alegria]

Les marchés de la e-santé pèsent moins de 550 M€ aujourd’hui selon les estimations de la nouvelle étude Xerfi-Precepta, chiffre qui exclut les système

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Santé connectée : des applis et des implants

Santé connectée : des applis et des implants | Stratégies de communication digitale en santé | Scoop.it
De l’appli sur nos smartphones au dispositif médico-chirurgical hyper pointu, la santé s’est mise à l’heure du numérique. Un plan santé connectée France vient d’être lancé. Mais quels bénéfices réels pour nous et quelles réserves, notamment en terme de sécurité ?

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Amazon’s 1492 lab is reportedly exploring EHRs and telemedicine (Updated)

Amazon’s 1492 lab is reportedly exploring EHRs and telemedicine (Updated) | Stratégies de communication digitale en santé | Scoop.it
While its CEO briefly held the title of richest person in the world on July 27, Amazon had set its sights elsewhere. The e-commerce company has reportedly created 1492, a secret lab focused on healthcare technology advancements.

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Engaging Today’s Patients: 8 Healthcare Marketing Tips

Engaging Today’s Patients: 8 Healthcare Marketing Tips | Stratégies de communication digitale en santé | Scoop.it

The current healthcare market is consumer-driven, which leaves your organization needing to leverage ways of looking at patient marketing in Joplin, Missouri. Approaching healthcare marketing more like a retailer and proactively engaging consumers throughout their journey could do a lot for your organization and the patient, including providing them with more valuable content, improving satisfaction and retention, and even secure more high-margin procedures while building your reputation to become a community health leader. In today’s post, we’ll take a look at some of the ways you can leverage marketing to improve healthcare patient engagement.

Share Educational Content

Marketing isn’t limited to display ads or search engine marketing. It also includes another important asset: content marketing. Content will help establish your organization as knowledgeable and trustworthy, especially if it provides extra value to the patient. For healthcare companies,  that value is found in education and other resources. Healthcare tips are great content to be shared on the radio, specifically during health awareness months. 72% of internet users will search for health information online, so pair a digital strategy for educational content with your radio strategy. The more original content you can provide (e.g., fresh content from experts on your staff or from partner organizations), the better, but depending on the size of your organization, that may not be possible. Curating content from reliable sources that aren’t competitors provides just as much value without absorbing all your time. However, the most important thing to remember is that your audience is made of patients looking for help on a particular topic; talking about topics that interest you or only appeal to other professionals may not be the best way to address patient interests. Keep educational content in mind when you view the next few tips involving advertising channels.

Use Video

Bear in mind that four times as many consumers would prefer to watch a video about a product or service than read about it, and online shoppers that viewed a video demo were 1.81 times more likely to purchase the product than non-viewers. Why is that? Video is inherently powerful because of the way it engages both visual and auditory senses, which makes it easier to understand complex topics. Video feels more authentic, as well, and achieves a strong emotional resonance with viewers. That makes it a prime format for sharing educational content as well as a key way of connecting with them as people instead of simply as a faceless company.

Write a Blog

Blogs are another key way to share educational content, and provide an excellent place to share other related types of content with value. For instance, a dermatologist’s office could share tips about the best skin creams to treat winter-chapped skin or suntan lotions to use during summer. Blogs aren’t limited strictly to text, but it does comprise the majority of blog content. Video may be more powerful, but written content is more affordable and easier to create. However, there’s another visual element that can help here: infographics. High-quality infographics are actually 30 times more likely to be read than plain text, and that makes them 40 times more likely to be re-shared on social networks.

Stay in Touch Via Email

Email offers a direct connection between you and your patients, and that has a profound impact on the way they relate to you. By applying marketing tactics like automation and segmentation, you can create highly personalized emails that funnel the most relevant content right to the patient’s inbox. That may include content from your blog, links to the latest pertinent video, or other more exclusive content only provided in newsletters. It’s also a key way to follow up with patients, even if it’s to encourage them to make a phone call to discuss something that can’t go in an email. Most consumers in the U.S. (91%) read email daily, and 55% of emails are read from mobile devices. That means you can reach them every day of the week, no matter where they are.

Leverage Social Media for Transparency and Availability

Social media and healthcare can be a difficult subject. There’s a lot of rules to navigate, and that can obscure the value that social media has for healthcare companies. It helps to keep in mind the fact that40% of consumers look for healthcare information specifically on social media — that’s more than half of all the consumers using the internet to find health information. That doesn’t mean you should use social as a sales pitch though. Instead, make this yet another avenue to share your educational content and use it to prove the authenticity and humanity of your company. When you care about your patients, you should be able to see it in the way your organization conducts itself online.

Consistency Is Key

Just as patient care needs to be consistent to be effective, so too does your marketing strategy. As simple as it may sound, your organization’s branding and messaging needs to be consistent, specifically in the competitive healthcare industry, so your business is top of mind when a need for your services arises. Consumers like to know where to find their brands and what they’ll find when they get there. Most importantly, you need to share your content regularly; it makes your organization look that much more dependable and trustworthy. It also helps build upon the frequency necessary to raise brand awareness and keep your organization top-of-mind. Ensure a consistent strategy is carried across all marketing channels from your radio advertising to your social media.

Utilize Online Referrals

Referrals are nothing new to the healthcare industry, whether it’s between doctors to provide better care or someone referring a new patient to a healthcare provider. But you have to remember that word-of-mouth in the 21st Century is digital, and its name is social media. That’s right: 41% of people would choose a healthcare provider based on their social media reputation. In terms of marketing, that means you’ll need to learn about social influencers and encourage patients to share their experiences online, and you can utilize those in your other marketing channel’s promotions like in your radio ads.

Use Digital Promotions

The difficulty with promotions is, of course, healthcare restrictions and other ethical standards. However, promotions like loyalty programs and discounts can be shared digitally as long as they follow those guidelines. For instance, you can use your social media channels and blog to advertise the fact that your family practice provides a discount to new patients or that your dental practice loyalty program offers points and prizes for making regular appointments for teeth cleaning. Also, utilizing online quizzes in your digital promotions like “How to Detect Heart Problems” or “How Can You Avoid The Flu This Season?” can be an effective strategy. Be sure you stay up to date with the guidelines for your state and practice.

In Joplin, advertising to patients should include efforts that help your healthcare marketing reach them at every point of their decision journey. The tactics may have been born from retail, but healthcare patient engagement has a powerful impact that your organization shouldn’t ignore. The tips we’ve listed above will help you to start developing a solid patient engagement strategy.


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Amazon nabs a top Box exec in health as it goes after the medical industry

Amazon nabs a top Box exec in health as it goes after the medical industry | Stratégies de communication digitale en santé | Scoop.it
Amazon keeps staffing up with medical experts, and has just hired the head of Box's health group.

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How hospitals got richer off Obamacare

How hospitals got richer off Obamacare | Stratégies de communication digitale en santé | Scoop.it
After fending off challenges to their tax-exempt status, the biggest hospitals boosted revenue while cutting charity care.
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Bientôt une livraison de médicaments à domicile ? 

Bientôt une livraison de médicaments à domicile ?  | Stratégies de communication digitale en santé | Scoop.it
Le 14 juillet 2017. Les facteurs ne se chargeront bientôt plus uniquement du courrier. Ils s’occuperont aussi de la livraison de médicaments à domicile.

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The Future of Consumer Healthcare: From Diagnostics to Delivery 

The Future of Consumer Healthcare: From Diagnostics to Delivery  | Stratégies de communication digitale en santé | Scoop.it

Similar to other sectors of the consumer goods industry, the future of Consumer Healthcare is changing as consumers adjust the way they make their purchasing decisions. As Millennials and Generation Z consumers demand more personalized experiences, new technologies and social media have become exceedingly important to how patients interact with health products. From diagnostics to delivery, new consumer preferences have motivated companies to compete by changing product bundles, branding strategies, and supply channels. Instead of casually perusing the shelves of local drug stores, consumers come armed with research, ready with specific queries for pharmacists.  To keep pace with these growing expectations, Consumer Healthcare companies must consider the impacts telemedicine, social media, and e-commerce will have on the buyer journey as the digital revolution continues.

Informed Consumers Turn to Telemedicine

When they become aware of a problem, consumers are now using online resources to self-diagnose and actively seek medical attention.  For this reason, telemedicine has become increasingly popular among consumers across all dynamics. Research shows that virtual doctors are often consulted for non-emergent visits such as cold, flu, earaches, and skin rashes.  This trend can have a positive effect on Consumer Healthcare companies, as many of these virtual diagnoses can lead patients to seek over the counter treatments. A recent Wall Street Journal article stated that web companies such as Teladoc, Doctor on Demand and American Well expect to host at least 1.2 million visits in 2017, which is a 20% increase over 2016.

Brand-Consumer Interaction has Shifted to Social Media

Not only are consumers now able to directly engage with physicians via online services, they can also engage directly with healthcare brands to better inform their purchasing decisions.  Social media has essentially created a “market of one,” as companies can interact with consumers on a one-on-one basis. Communities of patients are coming together and congregating in Facebook groups to learn about rare diseases and treatment options.   Consumers are using social media to ask questions about dosage, submit complaints, and ask for coupons or where they can purchase products. Instead of traditional pharmacists behind the counter, social media managers for these brands are now responding directly to consumers to address these types of questions and concerns.

E-commerce has Changed the Nature of Purchasing

Lastly, the digital revolution, and notably e-commerce, is changing how consumer healthcare products are purchased. With a wealth of information accessible online, nothing can prevent consumers from doing their complete due diligence. Consumers can easily research desired products on various company websites including big players like Walmart, Target and Amazon to find, compare, and purchase exactly what they want.  An additional feature e-commerce offers, which may convert more traditional shoppers to online, is the ability to set up recurring orders.  For some consumer healthcare categories (such as allergy, feminine health, or vitamins), the ability to set up recurring orderings could increase brand loyalty and customer retention rates.

Preparing for the Future of Consumer Healthcare

As the industry evolves, consumer healthcare manufacturers must also reconsider various established business processes, especially product lifecycle management.  In the blog,  The Reasons to Review Your Consumer Health & OTC Product Launch Processes, an end-to-end new product launch can cost a manufacturer up to $630 million and the way companies engage consumers is shifting to an online model. As this shift occurs, the way you position yourself to your consumers will be critical to customer acquisition.  When assessing your marketing campaigns there are multiple new factors to consider such as the usage of telemedicine as a viable vehicle for advertising, how consumers are engaging with your products on social media, or how influencers come into the mix.  All of these elements need to be considered as you plan your marketing campaign for a new product and as your consider retiring SKUs. Products that would not survive in a traditional channel distribution model may be successful in an e-commerce strategy.

As the retail revolution continues, and the future of consumer healthcare will include new challenges from the digital revolution and manufacturers will need to continue to assess and adjust their new product commercialization strategy to optimize their significant R&D investment into new products.


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Amazon is hiring people to break into the multibillion-dollar pharmacy market

Amazon is hiring people to break into the multibillion-dollar pharmacy market | Stratégies de communication digitale en santé | Scoop.it
Amazon is hiring a business lead to strategize how the company can break into the multibillion-dollar pharmacy market.

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Sanofi crée son e-lab et s'organise pour innover dans l'e-santé

Sanofi crée son e-lab et s'organise pour innover dans l'e-santé | Stratégies de communication digitale en santé | Scoop.it

Le groupe crée un laboratoire consacré aux services en ligne. Il travaillera notamment sur l'aide aux pharmaciens d'officine, avec des objets connectés ou des plateformes inter­actives, le diagnostic des affections cutanées et des maladies rares et la vaccination.
Sanofi aura bientôt à son tour son e-lab. En décembre, il ouvrira le 39BIS, le «premier laboratoire 100 % dédié à l'e-santé». L'e-santé? C'est-à-dire tous les services numériques destinés à améliorer le bien-être de la personne.
«Il s'agit d'inviter à l'expérimentation à travers l'étonnement, l'agitation d'idées et la création. Ce sera un lieu d'interactions avec des “startuppeurs”, des juristes, des spécialistes du big data»

Situé sur le campus de Sanofi France à Gentilly (Val-de-Marne), ce lieu de 170 m² est ouvert à tous les acteurs de l'écosystème de la santé.


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Social media trends can predict tipping points in vaccine scares

Social media trends can predict tipping points in vaccine scares | Stratégies de communication digitale en santé | Scoop.it

nalyzing trends on Twitter and Google can help predict vaccine scares that can lead to disease outbreaks, according to a study from the University of Waterloo.

 In the study, researchers examined Google searches and geocoded tweets with the help of artificial intelligence and a mathematical model. The resulting data enabled them to analyze public perceptions on the value of getting vaccinated and determine when a population was getting close to a tipping point.

In the study, a tipping point represented the point at which vaccinecoverage declines dramatically due to spreading fear, which could cause large disease outbreaks due to a loss of population immunity.

"What this study tells us is that the same mathematical theories used to predict tipping points in phenomena such as changing climate patterns can also be used to help predict tipping points in public health," said Chris Bauch, a professor of applied mathematics at Waterloo. "By monitoring people's attitudes towards vaccinations on social media, public health organizations may have the opportunity to direct their resources to areas most likely to experience a population-wide vaccine scare, and prevent it before it starts."

As part of their study, the researchers collected tweets that mentioned measles-mumps-rubella vaccine and classified their sentiment using artificial intelligence computer programs. They also collected data on measles-related Google searches. Their mathematical theory on vaccine scares predicted what kind of early warning signals they should observe in the data.

They found they were able to detect those signals in data from California before the 2014-15 Disneyland, California measles outbreak, which showed early warning signs of a tipping point two years before the outbreak occurred. Their mathematical model also predicted how the Disneyland outbreak helped push California back from the tipping point by making parents more afraid of the disease than the vaccine.

"Knowing someone is a smoker cannot tell us for sure whether someone will have a heart attack, but it does tell us that they have increased risk of heart attack," said Bauch. "In the same way, detecting these early warning signals in social media data and Google search data can tell us whether a population is at increased risk of a vaccine scare, potentially years ahead of when it might actually happen.

"With the ability to predict the areas where immunity is most at risk due to behavioural factors, we may be able to help eradicate diseases such as measles and polio."

Bauch's study, done in collaboration with researchers from Dartmouth College in the United States and École polytechnique fédérale de Lausanne in Switzerland, was recently published in the Proceedings of the National Academy of Sciences.

 Explore further: Third dose of MMR vaccine could help curb mumps outbreaks


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Maisons de santé, télémédecine... Le plan contre les déserts médicaux dévoilé

Maisons de santé, télémédecine... Le plan contre les déserts médicaux dévoilé | Stratégies de communication digitale en santé | Scoop.it
Ce vendredi, la ministre de la Santé et le Premier ministre ont dévoilé leur plan de lutte contre les déserts médicaux en France.

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PinUp: The Various Types of Pharma "Lobbying": Political Campaign Donations, KOLs, Patient Advocates

PinUp: The Various Types of Pharma "Lobbying": Political Campaign Donations, KOLs, Patient Advocates | Stratégies de communication digitale en santé | Scoop.it

Welcome to the September 29, 2017, issue of Pharma Industry News Update (aka PinUp). There are various methods the drug industry uses to "lobby" stakeholders. No surprise that wads of money donated to politicians is top of the list. Then there's what I call lobbying by key opinion leader to win over run-of-the-mill HCPs and make them prescribe your drugs. Now there's also "patient lobbying" where patients are hired to testify before FDA review panels. Sometimes, however, lobbying does not achieve the desired goal.

 

Access this issue here.

 

About Pharma Industry News Update

The Pharma Industry News Update (aka PinUp) is published every Tuesday and Friday as part of the Pharma Marketing News subscription service. It features curated pharma industry news and views of topical interest from a variety of sources. If you'd like to receive this newsletter, subscribe here.

 

About the Author

John (PharmaGuy) Mack is a constructive critic of the pharmaceutical industry. You can follow him on Twitter as @pharmaguy


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Réduire la douleur avec la réalité augmentée

Réduire la douleur avec la réalité augmentée | Stratégies de communication digitale en santé | Scoop.it
La réalité augmentée est partout et de nouveaux usages apparaissent. Je suis allé à la rencontre de la Croix-Rouge française, soutenue par la Fondation APICIL qui mène le projet MINIDOCS.
Le contexte:
Les enfants paralysés cérébraux peuvent recevoir un traitement douloureux via des injections régulières de toxine botulique, afin de lutter contre les troubles du tonus musculaire. Ces injections provoquent des douleurs induites répétées toute la petite enfance et peuvent être à l’origine d’un stress traumatisant malgré les techniques médicamenteuses et non médicamenteuses mises en oeuvre. Il n’existe pas de recommandations sur l’utilisation de ces techniques. La population pédiatrique, et a fortiori dans le cadre de la paralysie cérébrale, est vulnérable. Afin de préserver la qualité de vie de ces patients et de leur famille, il est nécessaire d’étudier l’efficacité d’interventions non médicamenteuses sur la douleur.

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Harvard et le MIT créent un tatouage connecté pour surveiller les signes vitaux du patient

Harvard et le MIT créent un tatouage connecté pour surveiller les signes vitaux du patient | Stratégies de communication digitale en santé | Scoop.it
Tattoos are fast becoming more than just a means of self-expression: soon they could be fitted with practical applications. Now, a team from Harvard and MIT has developed a smart ink that could make for tattoos that monitor biometrics like glucose levels, and change color in response.

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Patch anti-UV, drone aquatique… 10 nouveautés high-tech à emporter sur la plage

Patch anti-UV, drone aquatique… 10 nouveautés high-tech à emporter sur la plage | Stratégies de communication digitale en santé | Scoop.it
Pour vous simplifier les vacances à la plage, les fabricants high-tech ne sont pas en manque d'idées. Découvrez 10 nouveautés techno pour prendre soin de votre santé, vous amuser ou rester connecté., Filmer

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Cette semelle connectée va révolutionner vos séances de sport - Planète Eléa Radio

Cette semelle connectée va révolutionner vos séances de sport - Planète Eléa Radio | Stratégies de communication digitale en santé | Scoop.it
Il est important de se garder du temps dans notre vie quotidienne pour pratiquer une activité physique efficace. La marche ou la course à pied, en plus de détendre, est très bénéfique pour notre santé. Avec cette application, vous pourrez en plu

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Capteur : le wearable du futur pourrait bien faire la taille d'un tatouage

Capteur : le wearable du futur pourrait bien faire la taille d'un tatouage | Stratégies de communication digitale en santé | Scoop.it
Des chercheurs de l'université de Tokyo ont mis au point des capteurs ultra-fin qui pourraient bien représenter l'avenir.

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Téléconsultations: le financement forfaitaire des établissements accueillant les patients fixé à 28.000 € #TLM #hcsmeufr

Premier site français d’information en continu sur les technologies de l’information et de la communication (TIC, NTIC) dans la santé

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E-Santé : des médecins connectés qui conseillent leurs patients #hcsmeufr

E-Santé : des médecins connectés qui conseillent leurs patients #hcsmeufr | Stratégies de communication digitale en santé | Scoop.it
Pour le grand public, la « e-Santé » passe inévitablement par les objets connectés et plus particulièrement par l’internet des objets, c'est-à-dire des systèmes capables d’envoyer des informations par l’intermédiaire d’un téléphone intelligent (smartphone). Plébiscités par un nombre croissant de médecins et surtout par le grand public, les objets connectés sont le fer de lance de la santé électronique.

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[FW Radar] Umanlife, le carnet de santé connecté

[FW Radar] Umanlife, le carnet de santé connecté | Stratégies de communication digitale en santé | Scoop.it
«Notre ambition est de devenir l’acteur incontournable de l'e-santé.»

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Le 39bis, un laboratoire de Sanofi 100 % e-santé - Juin 2017 - Pharmaceutiques

Sanofi investit dans le domaine du digital depuis plusieurs années, avec comme premier succès Diabeo. Nouvelle étape en fin d’année avec la création d’un laboratoire d’open-innovation entièrement dédié à la e-santé.

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