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Scoop.it!
Pharma IQ's Top Pharma Bloggers of 2013 
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Scoop.it!
This is the first in a series of previews of the Digital Pharma West Conference, to be held June 24-27 in South San Francisco. Click here for information. By Zoe Dunn, Principal, Hale Adviso...
eMedToday's insight:
Key consclusion:
Traditional websites often serve as the hub for our brands, but they only offer one-way communication. There are a host of other digital and social platforms that we need to consider and include when developing our overall digital strategies. As an industry, the current state of digital communications requires that we become more patient/consumer-centric, Sue says. We have to take an active role in managing our digital presence.
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#Pharma moving into digital marketing present http://t.co/6EaZav6dR4
eMedToday's insight:
One major trend is outsourcing for content production and spreading awareness.
Also interesting to note in the article is that many companies are looking towards the experts - and outsourcing the sales and marketing portion of their digital strategy, most notably the content production and analytics. Carey notes that many Pharma companies are experimentation with wellness to reach their customers, focusing on spreading awareness and promoting communities that foster wellness among like-minded individuals.
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From
www
POCKET.MD is The World's Most Comprehensive Directory of Mobile Applications Created by Pharmaceutical, Biotech, and Medical Device, and Life Science Companies -- for iPhone, iPad, Blackberry, WebOS, and Windows Mobile.
eMedToday's insight:
Brilliant resource.
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He shares his perspective on why email is still a vital factor in the digital pharma marketing mix. Today, he answers this question: Tell us a little bit about the state of email use in the industry today.
eMedToday's insight:
How to use data and email. His conclustion
"When I look at the healthcare audience, it’s a different state because much of what it passes for email today is really antiquated, old-school, analogue communication that has been slapped into a digital format, but which is actually poorly suited for today’s communication, especially to mobile devices. So, the world around us is moving at one speed and healthcare is kind of not moving very fast at all and, as a result, losing tremendous opportunities to exploit this primary digital communication channel"
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The UK NHS has launched a series of patient decision support apps for a range of common diseases to help improve patient education and understanding Via Marie Ennis-O'Connor, Olivier Delannoy
eMedToday's insight:
This is an interesting touch point for doctor/patient relationship which does impact Pharma's. Brilliant idea.
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But I have suggested that future pharmaceutical C-suite executives will have to have experience "carrying the digital bag" (see here). Alexandra Fulford (aka @pharmaguapa on Twitter), in an ... Pharma Marketing Talk Show ...
eMedToday's insight:
Pharma executive will have to enter the social age soon
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Mobile “Apps” and Tablets Take Over Clinical Trials (Investment by the pharma industry in wireless devices has grown 78% in the past year http://t.co/zyvGsP3EdR #healthit #tech)...
eMedToday's insight:
The insight
The pharmaceutical industry has been embracing these markets for several reasons. One of the biggest reasons is patient compliance. Patients want the "WOW Factor" - the digital and personalized experience. Devices such as tablets and smartphones can cut clinical costs as well. Setting up desktops or laptops, or even printing paper, can be more expensive than simply downloading information on a device. Using these devices also allows patients to just send information via click or an IM/SMS. With the installation of "apps"; medical information can be downloaded instantly by doctors of Investigators.
Data Analytics's curator insight,
May 6, 2013 3:03 PM
Biotechnology is rapidly evolving, and it's going mobile!
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Pharma is awakening to the "New Normal" in customer engagement. And that's good news for all you digital marketers.
eMedToday's insight:
Pharmas are redefining their approach to DTC driven by the need for costs reduction.
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The pharma industry is in a pickle. It is losing all its friends and handing over sticks to its enemies. In the last few weeks: Novartis lost a major patent dispute in India Merck was denied an injunction against a generic Januvia South Africa announced... Via Richard Meyer
eMedToday's insight:
The brand image of Pharma is not good. It does need to engage in the public mind as someone who want to help. Digital can provide a platform to change the mind set of the public, if done correclty.
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Beyond advertising in healthcare
eMedToday's insight:
Key insight: "There is a greater understanding that simply putting information in front of people is no longer enough. It's the way we engage with patients that will determine whether we get their attention,” says Bartlett. “If pharma is to deliver sustainable behavioural change, we need to understand patients' lifestyles. For example, the reason they aren't taking a medicine could be due to its side effects, or how they're feeling about their condition – or because they need to take it with food and don't have time for breakfast in the morning. We have to understand the human implications of taking a drug. It's all about engagement.”
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With the growth of social media, neither doctors’ offices nor pharma companies are one-stop solutions in patients’ quests for medical information.
eMedToday's insight:
Great advise for a Pharma:
Invest time researching disease state groups and communities to understand the types of information healthcare audiences are actively seeking. In doing so, pharma can both better equip physicians with the data necessary to help them inform patients of the pros and cons behind beginning a prescribed regimen and maintain a “voice” to cut through the noise of existing online medical knowledge
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Why do traditional pharmaceutical and medical device brands have practically zero brand recognition? To answer those questions, we need to get back to the basics of branding.
eMedToday's insight:
Find out why A recent study showed that the healthcare industry has practically zero brand recognition. Interbrand, a global consultancy firm, recently published the 13th annualBest Global Brands report.
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Now is a good time to look into our crystal balls and predict the future scenarios for the pharmaceutical industry.
eMedToday's insight:
Great summary of where Pharma's are going
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eMedToday's insight:
Great report. Pharma need to move beyound selling pills to selling services with a focus on chronic diseases and adherence stratetgy. Digital can materially assist in this objectve.
Ricard Robledo's curator insight,
May 6, 2013 5:18 PM
Pharma Digital transformation is needed to embrace this new commercial model
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Catch On to Content Marketing - Pharma Exec Blog - Pharmaceutical Executive: You know this: digital marketing ... http://t.co/oY1WcMGfFr
eMedToday's insight:
key pharma strategy
Pharma’s content-marketing opportunity is to make sure that when a doctor or a patient goes searching for health information — which they are doing more and more — the right content is there waiting for them. When they get exactly what they want, when they want it they’re also happy to pass it on to friends and family.
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Pfizer increases medical advice messaging through daytime TV and digital channels http://t.co/28WPuFf4pU #pharma #marketing @pharmaguy
eMedToday's insight:
The secret to Pharma succcess is this:
More interesting to me, however, is that Pfizer has abandoned promoting science and now sticks closer to its marketing prerogative; i.e., medical advice around conditions for which it has treatments to sell to the public
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The latest fad are reminder smartphone apps such as Care4Today, a "secure mobile app and website" that was developed and recently released by Janssen Healthcare Innovation. Are such apps designed for the patient or for the pharma company?
eMedToday's insight:
Pharma lose over USD $ 300 billion a year in drug adherence. And
40% of pharma marketers agree that patient adherence activities involving mobile "apps" will increase over the next five years
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The good news is that pharma companies are planning to invest more money into digital marketing, the bad news is that pharma is planning to invest more money into digital marketing. With most pharma companies ...
eMedToday's insight:
Good simple summary of what is wrong with Pharma image today
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The good news is that pharma companies are planning to invest more money into digital marketing, the bad news is that pharma is planning to invest more money into digital marketing. With most pharma companies ...
eMedToday's insight:
This is a great summary of how doctors feel about DTC ads. Summary, cut DTC advertising and find another way to deliver information to the patient
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From
ssshare
The pharma industry can move beyond simply providing pills to building relationships with customers by interacting through social media and mobile devices.
eMedToday's insight:
Key
Yes, social media, mobile and big data will help us in attaining a future where pharma companies are seen as more than simply the manufacturers of treatments. And we are already seeing some companies utilize these platforms. Sanofi U.S. Diabetes is a great example of a digitally driven franchise
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KING OF PRUSSIA, PA--(Marketwired - Apr 29, 2013) - Today's sophisticated consumers demand timely, accessible information and personalized, real-time engagement.
eMedToday's insight:
This is the problem: As it stands today, most pharmaceutical companies are struggling to keep pace with consumers' needs for readily available, timely information and interactions. As a result, customer engagement is rarely fostered and, in the majority of cases, is neglected.
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In part 4 of his patient engagement series, author Leonard Kish describes how social networks give both patients and caregivers what they need.
eMedToday's insight:
Consistent Communication Means Better Outcomes
When ongoing communication is made available, even when it’s just increased office visits that are encouraged (hey, docs get paid for those), the results are staggering. Take a look at these results from Aetna in a Medicare Advantage Program in Maine: 50 percent fewer inpatient hospital days45 percent fewer hospital admissions56 percent fewer readmissions than unmanaged Medicare populations statewideCosts were 16.5% to 33% lower across all categories of medicare costsThe implication for a Pharma is develop a means of communication with doctors and patients and you will ses dramatic results. One form is social media. Another is a mobile app desgned with doctors and patients in mind
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This article is about how social media netnography helped Janssen to better understand schizophrenia patients and improve its patient website (Can social media netnography help pharma to better engage with patient?
eMedToday's insight:
Great example of one Pharma doing research to what patients discussed, how they discussed it, in what context and what were opportunities for Janssen to start the conversation with patients. The result of put into a web site.
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Today's sophisticated consumers demand timely, accessible information and personalized, real-time engagement.
eMedToday's insight:
Today's sophisticated consumers demand timely, accessible information and personalized, real-time engagement. Yet despite large amounts of money being thrown at marketing initiatives, few pharmaceutical companies are able to engage healthcare professionals and patients effectively. Why
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Good resource to track. Must Read