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Pharma: Trends and Uses Of Mobile Apps and Digital Marketing

Keep current on Pharma uses of mobile apps

Curated by eMedToday

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May 22, 2013 9:03 PM

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From worldofdtcmarketing.com - May 22, 2013 2:19 PM

eMedToday's insight:

What do Physicians want:

Physicians expressed a strong desire for more websites designed specifically for healthcare professionals.86% wanted more disease-state websites designed specifically for healthcare professionals.77% wanted more product/branded websites designed for healthcare professionals.eSampling continues to have high demand, with 85% of respondents wanting more availability of eSampling.

They do not want “ canned” sale calls

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May 21, 2013 9:08 PM

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From www.digitalmarketingjobs.ie - May 21, 2013 9:50 AM

eMedToday's insight:

It is always interesting to read job descripitons. It tells the story on if a company understand strategy and what is important. This is example of a job outline for digital manager. It is spot on in understanding the future of digital aand multichannel marketing.

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May 20, 2013 8:44 PM

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From www.mmm-online.com - May 20, 2013 3:10 PM

eMedToday's insight:

The summary:

“It's no secret that pharmas have upped their spending on digital promotion to healthcare professionals of late, but a Compas white paper has quantified that upshift, projecting that four in ten dollars spent this year on marketing to professionals will go to digital channels.

The media buying firm found that spending on HCP-directed digital promotion jumped from 17% of pharma spending in 2010 to 33% in 2012, and forecast it to hit 40% this year, putting digital spend on par with print.

The shift, said Compas, is “not because of an increase in overall budget – rather, this shift is at the expense of print and alternative media budgets which have seen a slow, but steady, decline.”

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Rescooped by eMedToday from E-HEALTH - E-SANTE - PHARMAGEEK

May 19, 2013 8:39 PM

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From www.sciencebasedmedicine.org - May 16, 2013 2:41 PM

eMedToday's insight:

Summary:

"The future of medicine that we appear to be heading for is one in which we have greater and greater access to information – medical knowledge and diagnostic information. Patients are also becoming increasingly involved in their own healthcare as portable devices and apps give them the ability to monitor their health and report this information to their physician"

This vison requirest the Pharma to enter into the digital world now.

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May 19, 2013 2:06 AM

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From worldofdtcmarketing.com - May 17, 2013 12:36 AM

eMedToday's insight:

The key to good content is an in depth understanding of your audience’s needs when it comes to health information. The best way to do this is through good old fashioned qualitative research.

With the right research and resource the results can be impressive. Key do not use promotional approaches.

Results in one use of Pharma content

The results were almost immediate. Within one week of going live with the 3rd party content we found that the pages were among the top 10% of all page views and time on each page was over 4 minutes which in Internet time is a small miracle

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Rescooped by eMedToday from medical mobile app

May 17, 2013 8:38 PM

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From www.medcrunch.net - May 17, 2013 5:00 PM

eMedToday's insight:

The vast majority of mobile apps are for the consumer, maybe 80% consumer with 20% for clinical use. And within that category this article list the most popular apps used by medical practitioners

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Rescooped by eMedToday from Digital marketing pharma

May 17, 2013 8:07 PM

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From www.pharmaphorum.com - May 17, 2013 11:25 AM

eMedToday's insight:

Summary statement

"For Novartis, the message is highly controlled. If in the past, pharma communication was a one-way dialogue via glossy brochures with little opportunity for stakeholders to respond, the digital age of healthcare engagement appears to have bypassed Novartis, at least as far as its corporate communications activities go"

Pharma need to enter the patient engagement. One recent quote

" Patient Engagement is the Bigest BlockBuster Drug of the Century"

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May 16, 2013 9:03 PM

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From www.pmlive.com - May 15, 2013 7:54 PM

eMedToday's insight:

This is the problem:

"The journey to multichannel has been a slow one for pharma. “The industry is still learning,” says Dominic Owens, planning director at Seven Stones. “For many years, we didn't have multimedia to choose from - we had a salesforce armed with paper leave pieces, we did some direct mailings, some publications and a little bit at congresses, and that was about it. Nowadays we have all of the electronic alternatives and everybody recognises the opportunity - but, to date, we've found no quantitative way of assessing the value of the digital alternative."

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May 15, 2013 10:19 PM

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From www.fiercebiotechit.com - May 14, 2013 2:52 PM

eMedToday's insight:

Summary:

For the U.K. version of Univadis, physicians get free access to a library of medical apps for their work in 50 specialty areas. The company joins other global pharma companies such as Sanofi, Roche )/Genentech and others to offer apps with physicians in mind. The apps benefit from the wide use of Internet-connected devices in medicine. As MSD noted from a 2011 study, 87% of healthcare pros in the U.K. believe that the Internet serves an important role on a daily basis.

There are about 400 mobile apps in the Pharma industry

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May 14, 2013 9:02 PM

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From www.scoop.it - May 14, 2013 4:42 PM

eMedToday's insight:

interesting analysis of Pharma use of twitter. This certainly impacts mobilen since a huge number of twitter users use mobile devices to tweet.

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May 14, 2013 12:27 AM

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From worldofdtcmarketing.com - May 13, 2013 12:22 AM

eMedToday's insight:

the conclustion:

"While I project that DTC spending will be down in all channels I do agree with Accenture’s report that indicates that investment in digital marketing will increase as a way to help control costs. However I also believe that pharma executives think that digital marketing is less expensive than traditional marketing and that is not necessarily the case. In fact the dollars needed to invest in digital marketing capabilities could quickly eat through a lot of budget dollars".

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May 13, 2013 8:32 PM

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From www.medical-healthcarenews.com - May 13, 2013 5:02 PM

eMedToday's insight:

This is a detail over view of Pharma marketing today. Excellent report and a must read for someone trying to understand pharma digital trends

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Rescooped by eMedToday from Mobile Health: How Mobile Phones Support Health Care

May 12, 2013 8:04 PM

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From www.slideshare.net - April 9, 2013 11:20 AM

eMedToday's curator insight, May 12, 2013 8:08 PM

An important element of e detailing is addressing the requirement for a sparate plaftorm for patient engagement.

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May 21, 2013 9:25 PM

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From www.youtube.com - May 21, 2013 9:25 PM

eMedToday's insight:

This is video on product which appears effective Again, just shows how using in this instance using a i pad can be much more effective than showing old fashion paper stuff to doctors. Only observation is that this type of app needs to be useable on a smartphone as well.

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Rescooped by eMedToday from Pharma & Medical Devices

May 21, 2013 9:02 PM

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From pharmamkting.blogspot.com - May 21, 2013 10:20 AM

eMedToday's insight:

The chart tells the story. All HCP down but for digital. However, Pharma is still behind "As discussed in a previous post to Pharma Marketing Blog, the pharma industry spends about $17 billion on TOTAL physician promotion: $15 billion on detailing and $2 billion on meetings (see "U.S. e-Detailing Spending Up 74% in 2012. Yet Pharma Still NOT "'Digitally Mature'"). I assume these numbers include digital, but NOT measured media spending, digital or otherwise. Digital promotion is only 5.2% of the $17 billion total. This means that the U.S. pharma industry, which spends nearly $1 billion on professional digital promotion, has a long way to go before it reaches "digital maturity" on a par with other industries. I estimate that "par" to be 20%".

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May 20, 2013 8:12 PM

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Physicians Should Be Part Of The Online Healthcare Discussion: Where Are Pharma's | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it

From www.howardluksmd.com - May 20, 2013 11:29 AM

eMedToday's insight:

This article was written for doctors. BUT the message is also for Pharma's

"At its heart, digital media is about people, it is about relationships, and it is about communication. It is about fostering your relevance as a physician and educator beyond the four walls of your practice. Establishing a digital footprint, rooted as a social media presence is about educating, engaging, growing your audience, improving outcomes, improving compliance and potentially improving the bottom line of your practice"

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May 19, 2013 8:02 PM

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From www.fortmilltimes.com - May 17, 2013 7:23 AM

eMedToday's insight:

The future

“Patient-centric information can help manufacturers, clinicians, policy makers and payers understand the implications of personalized medicine, as we move away from ‘one size fits all’ sales and marketing strategies.”

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May 19, 2013 1:57 AM

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From pharmamkting.blogspot.com - May 17, 2013 2:54 PM

eMedToday's insight:

The author had very insightful summary on how Pharma should like at digital

Other than scripts written, practically everything pharma marketers measure for ROI analyses are surrogates for scripts written, and pharma brand managers move in and out of brands too frequently to consider alternatives to ROI, such as ROR ("return on relationship"), which some experts propose to measure social media effectiveness.

The only way around #2 and to leverage social media effectively, is to have high-level leaders who oversee many brand teams, who "get" social media, and who encourage the adoption of social media in all patient-oriented communications.

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Rescooped by eMedToday from Digital marketing pharma

May 17, 2013 8:13 PM

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From www.mmm-online.com - May 17, 2013 1:14 PM

eMedToday's insight:

Summary:

"Nearly three out of four respondents (74%) said they'd been conservative in their use of social media to date. Asked about the appropriateness of using different channels, respondents were most comfortable with YouTube (68% called it acceptable, followed by LinkedIn (62%) and Facebook (60%, even though many after comments were mandated). Respondents were twitchy about text messaging (49%), Twitter (42%) and Flickr (32%)"

The future of internet rests with mobile and really mobile video. Pharmas need to address the use of video for patient engagement as the key platform. TV DTC is dead

Jose Francisco Martinez Rocha's curator insight, May 19, 2013 4:56 PM

Entre los canales de medios sociales, los ejecutivos de la salud se sienten más cómodos con YouTube y menos cómodo con Twitter, un estudio sugiere.

Rescooped by eMedToday from Digital marketing pharma

May 16, 2013 9:15 PM

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From www.newmediaandmarketing.com - May 15, 2013 7:13 AM

eMedToday's insight:

For Pharma's a branded web site remains a high priorty. However, most Pharma web sites are outdated with too technical terms.

The key

For marketers, Magnetic Content is any kind of content we create on behalf of our brand—whether in the form of an advertisement, a YouTube video, an online game, a Facebook page, a Twitter promotion, or a mobile app—that has the effect of attracting consumers toward your brand and leads to increasingly higher levels of brand engagement

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Rescooped by eMedToday from Digital marketing pharma

May 16, 2013 8:54 PM

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From mobihealthnews.com - May 15, 2013 5:45 PM

eMedToday's insight:

And 63% of doctor use mobile for medical reference. The conclusion is that Pharma's need to interact with doctor via mobile devices

Antoine POIGNANT, MD's curator insight, May 16, 2013 12:04 PM

Presque un médecin sur deux...

Budget digital moyen < 10 % au maximum !!!

Un bel avenir pour http://www.meditailing.com ;-)

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May 15, 2013 10:13 PM

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From www.prnewswire.co.uk - May 13, 2013 3:09 AM

eMedToday's insight:

"We need to move beyond the pill to better plan for the future of healthcare," said Das. "Demographic changes are one of the biggest mega trends for healthcare,

To Point: WOW

The healthcare industry will also become more focused on preventing sickness rather than providing treatment. In 2012, the segment of global healthcare expenditure on treatment was 60 percent, which will significantly decrease to 35 percent by 2025. This trend toward prevention over treatment after the fact will better support the world's elderly population of 60 years of age or older, which is anticipated to make up a quarter of the global population by 2025. Additionally, 75 percent of those 60 years of age or older are anticipated to have at least one chronic condition. By the time this population is 70 years old or more, 50 percent will have two or more chronic conditions.

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May 14, 2013 8:56 PM

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From www.pharmalive.com - May 14, 2013 8:56 PM

eMedToday's insight:

Pharma are increasing looking to outsource their digital strategy. Clearly, they need help in this area. This is just an example of what appears to be an excellent resource to consider for outsourcing.

Closerlook provides a combination of digital marketing services for the pharmaceutical industry. The closerlook team delivers the strategic, creative, and account services of a digital marketing agency combined with deep expertise in healthcare practitioner relationship marketing – the development of marketing insight derived from the behaviors, beliefs, and preferences of healthcare practitioners

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Rescooped by eMedToday from Digital marketing pharma

May 13, 2013 8:42 PM

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From mobihealthnews.com - May 13, 2013 8:45 AM

eMedToday's curator insight, May 13, 2013 8:42 PM

Thei survey supports the conclusion that doctors are using smartphone in huge numbers. Over 75% of doctors in the US are using smartphone at work. What is surprising is the number of doctors using smartphones to make RX decisions from smartphone

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May 12, 2013 8:31 PM

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From worldofdtcmarketing.com - May 11, 2013 12:33 AM

eMedToday's insight:

Pharma's need to provide a branded mobile platform for consumers which provide interesting regularly updated information. This will provide the greatest ROI for Pharma;s

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