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RT @Berci: Survey: 31 percent of doctors make Rx decisions from smartphones http://t.co/NaTvJbciVT #mhealth #hcsm 
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nearly 40% of pharma marketers agree that patient adherence activities involving mobile "apps" will increase over the next five years. It appears that the "app" category here includes sending text reminder messages to mobile phones as well as downloadable applications such as the the Care4Today mobile app that was developed and recently released by Janssen Healthcare Innovation (see here). Currently, 11% of pharma's adherence budget is allocated to mobile "apps." A little more than half of that is dedicated to simply calling/texting mobile phones to remind patients to take their medications, according to a MEDCity News review of the report (here). In five years, it is projected that 33% of pharma's adherence budget will be allocated to mobile "apps." I predict that the lion's share of this -- maybe 75% -- will be allocated to apps like Care4Today with only a minor portion (25%) going to simple reminder text messaging. If adherence budget allocations continue to increase on a pace similar to the recent past, US pharma companies may be spending nearly $3.3 billion on adherence by 2017 (i.e., the next five years). One third of that -- $1.1 billion -- may be dedicated to mobile "apps" (including simple text messaging) and 75% of that -- $825 million -- could be spent on other mobile apps like Care4Today. Via Richard Meyer
eMedToday's insight:
Pharma loss over USD $ 300 billion in patients not following drug routines so patient adherence activities is a big deal for Pharma. As shown, over 40% of pharma marketers see adherence involving mobile app increasing over the next 5 years
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This video demonstrates how to use free iPharmacy app to identify drug to improve medication safety, use medication reminder to improve medication adherence ...
eMedToday's insight:
Great app. Covers all drugs. That said, it would be great to creat some version of this app for patients of Pharmas.
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Over the last few years I've worked with pharma marketers trying to preach and teach the virtues of digital channels. It has been a thankless task, with bucket loads of blood, sweat, and tears of frustration.
eMedToday's insight:
author has great conclusion In conclusion, we need to become masters of channel selection, capable of building quantified scenarios based on desired outcomes and limited resources. And yes, that will take real investment, but senior management should acknowledge and invest accordingly.
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Pharmaceutical companies adopt new technologies to build efficiency in sales and marketing.The rise in patent cliffs, regulatory pressures and increasing R&D c
eMedToday's insight:
Great outline on how Pharma are using digital to reduce costs, increase sales and engagement with patients and doctors.
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Pharmaceutical companies are now provided with an ideal alternate to prop up their marketing efforts. By making diligent use of mobile apps for pharma, companies can strengthen their marketing efforts and gain attention of ...
eMedToday's insight:
The key factor for success for Pharma mobile app development is understanding the target audience, either patients or doctors
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![US Pharmaceutical Marketing Spending By Channel [TABLE] | Pharma: Trends and Uses Of Mobile Apps and Digital Marketing | Scoop.it](https://img.scoop.it/NZ3MymAMWrXLehrsOj3Ctzl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
US pharmaceuticals firms had reduced their overall promotional spending by 8% year over year to $26.35 billion total in 2012.
eMedToday's insight:
This shows interesting movement of Pharma away form DTC, print advertising as the digital age come full force
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PM360 enlisted the help of digital experts from across the industry to learn what to expect from digital in 2013. Via Marie Ennis-O'Connor
eMedToday's insight:
Author list 3 big trends for Pharma in 2013. Perhaps the most important is a Pharma to learn how to use mobile video to content to patients and doctors
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Mobile has gone mainstream in the biopharma industry, at least for those who work as tablet-toting sales reps or other jobs that take them away from the office. Read more >>
eMedToday's insight:
Pharma need to make mobile apps that are consumer grade, easy to use, simple and perform few functions and have security
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... “[t]he pharma industry needs to think about the complete patient experience, from the device to the packaging and instructions for use, and other peripheral services and products like mobile apps and online communities.
eMedToday's insight:
QR codes can be an extremely effective way for Pharma to communicate accurately with patients and doctors. Codes can assist with medication management, monitor drug abuse and verify the authenticity of drugs.
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Digital is Top-of-Mind Channel for Physicians in Growth Markets MarketWatch (press release) "In light of these findings, pharma needs to reset its basic assumptions about the value proposition of the online channel in growth markets for their...
eMedToday's insight:
The key issue is that digital is a doctors first choice when it comes to clinical matters. Accordingly, the Pharma needs to reset its basic assumptions about the on line channels.
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RT @RandyWoods: Getting organized for #contentmarketing from @jowyang of @altimetergroup Must read > http://t.co/TPYa3YgxA9 http://t.co/DjpJ8uGHKk Via Olivier Delannoy
eMedToday's insight:
This aritcle gives insight into how any organziation needs to think about content in its strategy
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Novartis ($NVS) has added two more mobile apps to its constellation of digital offerings. This time, cancer patients are the target audience. The Swiss drugmaker rolled out an app to help oncology patients find appropriate clinical trials and an app specifically for patients with neuroendocrine tumors (NET).
Via Sam Stern
eMedToday's insight:
A key to patient engagement for Pharma is to develop mobile apps around specfic disease like cancer and prostate health. Namely providing useful information
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FirstWord Pharma -
Much has been made of pharma’s use of mobile technologies, especially since the launch of the Apple iPad in 2010. Mobile technologies are of course not just popular with industry, but also with consumers, and this includes both patients and physicians. FirstWord recently conducted a survey of 1,040 physicians from the US, China, France, Germany, Spain, Italy and the UK about their usage of mobile technologies and apps to determine which are being used and what they are being used for. Via rob halkes
eMedToday's insight:
Clearly doctors are using smartphones in large number for reference use. Pharma neet recognize they can increasing reach doctor by use of targeted information.
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According to the "Mobile Health 2012" survey on the use of cellphones for healthcare that was just been released by the Pew Internet and American Life Project, "half of smartphone owners use their devices to get health information and one-fifth of smartphone owners have health apps." Via Philippe Marchal
eMedToday's insight:
this author view is the best ROi is for Pharma into a mobile site. Only 19% of the Pharma sites are mobile ready. Really shocking
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Mobile, social, and multichannel have all been the shiny object for Pharma marketers in recent years. So, what trends should we expect to be the focus for 2013? Via Richard Meyer
eMedToday's insight:
The author indicate 4 trends, one the move from marketing to providing the right value to doctors, adding value to the pill, creating on line communities for doctors and increase digital use by reps.
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escher chair illustration While the good news is that more pharma brands are planning to allocate more money to digital marketing the bad news is that there is this huge misconception that digital marketing is less expensive ...
eMedToday's insight:
Pharma need to take a fresh look at the way they manage content including their web site to better inform patients on diseases
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To reflect this, doctors and pharmaceutical companies have embraced the rising popularity and have created a growing number of mobile apps. Medical adherence is a known major obstacle to the success of treating chronic ...
eMedToday's insight:
the key objective is Educating patients about their diseases, informing them of the ways in which drugs fit into a healthcare plan and creating patient engagement with interactive tools to monitor their progress all contribute to improved self-management.
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The biggest challenge for pharma digital marketers maybe convincing management that they need to develop digital marketing capabilities.
eMedToday's insight:
While pharma has taken a back seat to digital marketing consumers are moving on and having conversations around health without them. They still go to product websites but more and more that stop is a quick one because the product website is not meeting their needs
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Principal Mahmood Majeed illustrates how well-designed mobile technology can dramatically improve sales rep performance.
eMedToday's insight:
This short video outlines how mobility can help reps be more effective and efficient and deliver better information to a doctor
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This article is about parallels between design principles and the strategic challenges for pharma digital strategy. ...
eMedToday's insight:
The author states the right framework for pharma development If you have the right objectives and the right philosophy there is nothing in digital that cannot be effectively executed by pharmaceutical companies. In order to do this you need to understand the regulations as well as the digital technology and communication
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From
gigaom
GigaOM Facebook meets WebMD: How Treato mines social data to uncover health insights GigaOM Treato declined to share the number of clients that had signed on to the service but said, anecdotally, that its service has helped customers uncover the...
eMedToday's insight:
This is a brilliant mobile app which aggregates thousands of message boards, community forums and health sites across the web, patients and caregivers leave detailed descriptions of their battles with disease, their experiences with drugs and their paths to recovery. it’s analyzed 1.3 billion conversations from millions of patients about 11,000 drugs and 13,000 condition. This is exactly the type of information Pharma’s need to give access to doctors and patients
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Engaging doctors throughout product lifecycle maximises ROI PMLiVE Experience shows that engaging physicians at all stages of the product lifecycle, and supporting this activity with ongoing measurement and evaluation, helps pharma marketers...
eMedToday's insight:
Summary: Experience shows that engaging physicians at all stages of the product lifecycle, and supporting this activity with ongoing measurement and evaluation, helps pharma marketers improve sales for mature brands as well as launch new products to market. This engaging is done on line.
eMedToday's curator insight,
April 27, 2013 8:36 PM
Summary Experience shows that engaging physicians at all stages of the product lifecycle, and supporting this activity with ongoing measurement and evaluation, helps pharma marketers improve sales for mature brands as well as launch new products to market. This engaing is done on line 
Ashok Kumar's curator insight,
April 26, 2014 1:29 AM
This will help us * To enhance the brand cycle * To keep the doctor engaged with the brand* To reduce the cost of promotion
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Digital is Top-of-Mind Channel for Physicians in Growth Markets MarketWatch (press release) "In light of these findings, pharma needs to reset its basic assumptions about the value proposition of the online channel in growth markets for their...
eMedToday's insight:
Pharma’s need to develop information and channel to doctors that take advantage of this trend:
“ In multiple countries, the majority of physicians surveyed report their first choice is to use digital sources to inform their clinical decisions, according to this year's Taking the Pulse� Global study from healthcare market research and advisory firm Manhattan Research”
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eMedToday's insight:
Pharma’s need to move away from branded promotion and support a broader purpose for patient engagement. As long as Pharma’s focused on promotion they will be hamstrung by the FDA.
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This means doctors are active engage in drug reference and rx decisons on their smartphone