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Pharma companies are coming around on social media, however slowly. But how many are actually listening to what their patients say on social media platforms--and doing something with the feedback they get? IMS Health's Siva Nadarajah According to Siva Nadarajah, IMS Health's general manager of big data and compliance, too few. Only about 8% of 9% of all global brands--not companies--are engaging with patients, he said at a discussion hosted byMedical Marketing & Media. About 50% of them are monitoring patients' mentions, but 42% are doing nothing about it. And 40% aren't listening at all. Why are pharma brand managers so hesitant to listen up? Some say they "don't know what actions they could take with the data," Nadarajah said. Others do know, but they don't have the engagement channels in place to help them take the next step. Some of them fall back on regulations, saying "'I don't want to deal with adverse events. It's a burden,'" he pointed out. The way Michele Bennett, senior director of data science and analysis at Thomson Reuters, sees it, social media also represents an uncomfortable change for pharma. The industry is "used to being in control, driving the message, driving how they want their products to be perceived, within label. Social media takes the message over. You get no control," she said. But whatever the reason for turning away, it's the wrong move, experts participating in the discussion agreed. While in the past, social listening may have been "something that was done on the side," these days, "it's not something you can ignore, not a vocal minority," Nadarajah said. Tim Armand, the cofounder and president of community engagement specialist Health Union, agreed, noting that "there are just way too many people participating and talking about their health, specific conditions and specific treatments on social media," and "there's a lot of downside of not listening when this conversation is happening." Some companies already understand that. Back in 2013, GlaxoSmithKline ($GSK) used a text analytics model, grown by startup Luminoso, to analyze public discussion boards on BabyCenter.com and WhattoExpect.com in an attempt to assess expecting and new parents' sentiment about vaccines--a core moneymaker for the company. And Greg Cohen, the associate director of global strategic marketing at Belgium's UCB Pharma, told MM&M his company has had a "very progressive" digital pharmacovigilance group that has been on board from the beginning in "talking about why are we doing this, setting up the right parameters to handle the inflow and automating what we can." For other companies that do decide they want to follow suit? Armand recommends trying "something small--quick wins." "Get people comfortable" with social listening, he suggested. "Partner with your internal colleagues--legal, regulatory compliance etc.--early on, not after the fact." And--to avoid falling into that 42% of brand who listen but don't engage--"have a goal in mind with what you are going to do with it." - See more at: http://novamedica.com/media/theme_news/p/4048#sthash.ir7y8GJD.dpuf
Via Plus91
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One of the biggest ways the changing digital health landscape will affect the pharma industry is that pharma companies increasingly stand to lose control over their own stories, according to a new report from McKinsey & Company... Via eMedToday, Philippe Marchal, Lionel Reichardt / le Pharmageek
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Where Roche, Novartis, Merck and others are investing in the private markets. Via Lionel Reichardt / le Pharmageek
Pharma Guy's curator insight,
December 22, 2015 9:30 AM
Also see: "MSD UK Joins #Pharma Digital Accelerator Club"; http://sco.lt/5BLnyz
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Les Laboratoires Pierre Fabre viennent de lancer Nature Open Library, un programme d'Open Innovation destiné à partager leur expertise en recherche, développement et industrialisation des actifs végétaux avec des acteurs privés et publics porteurs de projets innovants.
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Daniel Kraft is a Stanford and Harvard trained physician-scientist, inventor, entrepreneur, and innovator. With over 20 years of experience in clinical practice, biomedical research and healthcare innovation, he is Executive Director of Exponential Medicine, a program that explores convergent, rapidly developing technologies and their potential in biomedicine and healthcare. Via Philippe Marchal
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Social media is becoming more of a requirement than an optional outlet for communication, this may especially be true for an industry such as healthcare. Reaching patients and forming solid relationships will not only benefit the industry, but the individual in need. Why Go Social? In the past, advertising was a single sided voice that spoke to the audience. It persuaded and influenced in any manner it could. Generations later, with a vast amount of information at the tips of our finger tips, this tactic does not work. Instead, businesses and organizations are finding themselves in a conversation with their audience. Social media fuels a give take relationship between the two. This is a good thing. Our styles of communicating are evolving to benefit both parties. How To Do It It is not uncommon to feel at a loss when it comes to speaking on behalf of your organization using social media. If you aren't sure where to start, look at some of the basics to begin posting. What To Post Show your human sideYou can do this by interacting and having conversations with your patientsAnswer their questionsWish them wellShow imagery of patients and employeesEducational resourceThis may the the most logical approach to social media by sharing educational resourcesGuides/ResourcesHealth TipsHealth NewsExclusive offersThis provides value to your social media outlets by giving exclusive offers or resources to your audienceDiscounts if ableDoctor's tipsCrisisGive live updates during a time of crisis to express your capacity Best Practices Comply with HIPAA regulationsPost regularly and oftenBe authentic and geniune Always respond to your audience The Impact Referral MD compiled a list of social media statistics from the healthcare industry that we transferred into an infographic.
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Medihoo's curator insight,
December 2, 2015 2:30 PM
The importance of ehealth will certainly steeply increase over the years to come
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Back in June in a posting about the new (relatively) live streaming capability brought to use by Periscope. The app, acquired by Twitter prior to its launch early in 2015, allows you to live stream content from where you are to your followers who can provide commentary – and to allow your Twitter followers to see it afterwards, including the comments. Periscope, in essence, allows you to be your own reporter. In the June posting, I talked about how it might be used to film AdComm outcomes and that it had great utility in healthcare for developments and announcements at medical meetings.
But would a pharma company use Periscope? Are there special regulatory concerns that might be in play given this particular digital venue? Here are thoughts on each question.
So are pharma companies using Periscope? You bet.
I checked out this list of the top 25 pharma companies by global sales. I found that 10 of them – or 40 percent of the top 25 pharma companies – appeared to have established Periscope feeds and some of them are even following the Eye on FDA Periscope feed (thank you!). They ranged in the size of followership from 0 (though for each of these, I became a follower so now they have at least 1 follower) to 717. I have heard of at least one company holding an event using their Periscope feed.
Which brings us to the second question – are there concerns that regulatory might bring up associated with Periscope use?
What if a company were running a broadcast of a patient group at a medical meeting and someone mentioned an off-label use? What if they stated something that was misinformation about the product? What if they mentioned an adverse event?
Via Pharma Guy
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Via Olivier Delannoy
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Merck Sharp & Dohme (MSD) has joined forces with Spanish telecoms company Telefonica to launch a new healthcare accelerator fund.
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In an attempt to gain more health information, United Kingdom-based pharmaceutical company GlaxoSmithKline has begun collecting data from social media sites such as Facebook and Twitter that mention any of a company’s 1,000 different drugs. Via Plus91
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Qui ? Alice Sauvage, chef de groupe marketing du laboratoire Pierre Fabre. Quoi ? Une interview, autour des enjeux du digital pour le monde de la santé. La
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Roche Pharma France et Voluntis, société pionnière des logiciels compagnons thérapeutiques, vont développer une solution compagnon qui accompagnera au quotidien les femmes atteintes d’un cancer du sein dans leur prise en charge médicale. Cette solution compagnon associera un dispositif médical logiciel et, dans certains cas, un service de télémédecine.
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According to Richie Etwaru, chief digital officer at IMS Health, "by listening to customers, and working to understand the good, bad and ugly parts of the patient experience, life-sciences companies can become patient-centric and move from “dislike” to “like.” Only then will they buy more of our products and services."
He also says: "For life-sciences companies to truly understand the patient experience, we need to study it so carefully that we figure out what isn't working and find a way to fix it. How? Technology can help. Technology today enables companies to listen to the sentiments of the marketplace, understand what people like and dislike and determine why they prefer one brand over another." Via Pharma Guy
Pharma Guy's curator insight,
January 14, 2016 7:56 AM
This underscores why pharma may be taking the wrong approach to Patient-Centricity, IMO. First, if you are into patient-centricity to sell more products, you're going to be moving in the wrong direction and end up disappointed. Second, technology cannot fix things if increased sales is the goal. Pharma is being much more successful being patient-centric during the drug trial and development phase:
See more on that here: http://sco.lt/8wvM7F
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Au CES de Las Vegas, le géant électronique américain Qualcomm a officialisé sa collaboration avec Novartis, le numéro un mondial de la pharmacie, pour concevoir des traitements médicaux connectés dans le domaine pulmonaire.
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One of the biggest ways the changing digital health landscape will affect the pharma industry is that pharma companies increasingly stand to lose control over their own stories, according to a new report from McKinsey & Company, who spoke to 20 thought leaders in various pharma-adjacent sectors. Via COUCH Medcomms
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Doctors who attend the American College of Chest Physicians' meetings will now receive targeted messaging on their mobile devices from advertisers on non-medical websites.
This represents a new way for medical associations to diversify their revenue stream and it also opens up new channels by which to target healthcare professionals.
The American College of Chest Physicians announced a new partnership with Social Reality, an advertising platform provider that delivers targeted ads to healthcare professionals attending the ACCP's meetings. It's Social Reality's first formal partnership with a medical association.
“We're able to target physical locations, be it hotels or convention centers within a 100-meter radius using cellular data and inside the building utilizing IP or WiFi targeting to meetings, hotel and practice locations,” explained Erin DeRuggiero, Social Reality's co-founder and chief innovations officer.
Physicians are not individually targeted. Instead, the platform targets specific spots and serves them in-app and mobile web banners. The ads show up on non-endemic, or non-medical content, like sports or news websites. Doctors may check these sources more frequently than they look at a medical journal's website.
Inventory on Social Reality is sold through its own programmatic platform. Via Pharma Guy
Pharma Guy's curator insight,
December 10, 2015 8:29 AM
You can learn more about programmatic digital ads by listening to this 5-minute Pharmaguy audio snippet: "Programmatic, Auction-Based Digital Ad Buying"; http://bit.ly/1REYhtk
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Novo Nordisk is teaming up with IBM Watson Health, a division of IBM, to create a “virtual doctor” for diabetes patients that could dispense treatment advice such as insulin dosage. Via Philippe Marchal
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For many years the pharmaceutical industry has been incredibly cautious about 'listening' to social media, wary of what it might find in public conversations. In the past, while some pharma medics saw an opportunity to learn from customer experiences, many companies were concerned that they would overwhelm their pharmacovigilance teams with hundreds of adverse events that would need reporting and investigation as patients shared their experiences with medicines.
Via Plus91
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Moore’s Law tells us speed and power can always be improved in the tech industry as companies compete to bring smaller, more powerful products to market at a fast pace. Via Chanfimao
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Abbott et la star de football du Real Madrid Cristiano Ronaldo se sont associés pour inciter les jeunes des quatre coins du monde à faire régulièrement un don de sang. Ronaldo sera ainsi le premier ambassadeur mondial du mouvement #BeThe1Donor.
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Social media is now a key component in the marketing plans of the majority of companies and organizations. It is essential for any brand seeking recognition to have a digital presence on a range of social media channels. However,companies in the healthcare industry have traditionally been slow to pick up new technologies as federal regulation and other legal requirements take some time to be applied to innovative services. Especially dampening (and of critical importance) is HIPAA (Health Insurance Portability and Accountability Act), which requires the protection and confidential handling of protected health information such as the patients’ privacy. Nonetheless, these obstacles are always eventually overcome and shouldn’t stand in the way of building engaging social strategies. Here are three examples of great social media marketing efforts currently being made in the healthcare industry.
Stachie Facebook Contest Anne Arundel’s Medical center asked Facebook followers to post their best picture with a “Stachie,” which is a selfie with a real or fake mustache. This happened during last year’s “Movember” which is an annual event involving the growth of mustaches during the month of November to increase awareness around men’s health issues. The Stachie contest took advantage of this social media phenomenon and helped the medical center increase traffic to their webpage for Men’s Health. They also used other mediums like blogs and podcasts that further boosted participation in the campaign. Break Dengue Break Dengue is a non-profit, open platform website aimed at connecting anti-dengue initiatives via a centralized hub. Other than the cause itself, the success of their campaign can be largely attributed to their great use of social mediaacross different channels. Using several social media networks, they reached out to different audiences with information on dengue fever prevention, the latest news on the disease, and provided true stories in their blog posts from everyday people as well as healthcare professionals who have encountered dengue that are quite inspiring. On Facebook they used boosted posts to create a good base of followers and created a community of supporters, spreading the “DengueBreakers” message they developed. #YESMAMM Cancer is one of the largest causes of death in the world. In 2012, approximately 14 million new cases were diagnosed and 8.2 million deaths were connected to the disease. Breast cancer is the most widespread form of the disease for women of the world, and also the most deadly.
Via Plus91
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