HEALTHCARE & SOCIAL MEDIA

How to execute meaningful, scalable campaigns

Sanofi is looking to boost its market share for key health and beauty products by launching what it calls “highly localized” social media campaigns from the Facebook Pages of the independent pharmacies where the French pharma’s products are sold.

To do this, the Big Pharma is teaming up with Texan advertising company Tiger Pistol to broaden its reach into local pharmacies.

Les leader d’opinion ou Key Opinion Leaders (KOLs) sont un levier d’influence non négligeable, et ce dans de nombreux secteurs. C’est aussi vrai pour toutes les startups relevant de la Health Tech, de la Med Tech ou de la Bio Tech. Dans ces secteurs, un KOL est avant tout un expert dans son domaine clinique. Sa légitimité ne doit pas faire débat parmi ses pairs mais il est également influenceur : il est prescripteur dans son domaine d'expertise de solutions ou de pratiques nouvelles. Savoir gérer ses KOLs est un facteur clé de succès et cet article se propose de détailler les logiques pour identifier, approcher, puis solliciter au bon moment des KOLs. 

Notre Digital Report 2022 met en lumière tout ce que vous devez savoir en termes de données et tendances mondiales sur les comportements sur Internet, les plateformes sociales, le mobile, le gaming, l'e-commerc

La Children’s Health Defense, dirigée par Robert Kennedy Jr, neveu de l’ancien président américain et figure antivax, est accusée d’avoir enfreint les règles de ces réseaux sociaux à de nombreuses reprises.

How to reach socially engaged health audiences

At the beginning of the COVID-19 pandemic, when false information about the virus began to spread on Twitter, physicians and scientists from Northwestern Medicine and other institutions banded together to combat the deadly misinformation and disinformation and support one another when they ultimately were attacked online for doing so.

Digital and online ecosystems have for a long time been a playground for unregulated promotional campaigns of unhealthy products, from fast food to alcohol to tobacco. The newly published WHO report “Understanding the digital media ecosystem” explores how countries of the WHO European Region can protect people’s health by better controlling unethical digital advertising techniques, aimed mostly at children and adolescents. Bringing change to a 600-billion-dollar market There is clear evidence that promotion of unhealthy products increases the risk of many noncommunicable diseases (NCDs), including cancer, cardiovascular diseases, type 2 diabetes and chronic respiratory diseases. Moreover, online marketing of fast food and sugar-sweetened beverages is related to childhood obesity that can lead to severe NCDs later in life. Producers of unhealthy food, alcohol and tobacco use ever-changing digital ecosystems to unethically market their products to children, who have the right to be protected from misinformation and manipulation. New marketing techniques aimed at children and adolescents are being actively used on social media platforms, in video games and in other types of digital media. These techniques are particularly effective because they are aimed at building an emotional connection with the audience. But as the WHO report has indicated, today’s global digital advertisement ecosystem presents a new window of opportunity to change this 600-billion-dollar market. “The trends we are witnessing in the digital marketing ecosystem provide us with important insights for future work. Countries across the WHO European Region can use this information to build innovative and effective marketing control policies to protect children’s health,” said Dr Kremlin Wickramasinghe, a.i. Head of the WHO European Office for the Prevention and Control of Noncommunicable Diseases. Digital technologies can become allies for health Digital marketing is becoming more centralized, with big tech companies such as Google, Meta (formerly Facebook), Amazon and Microsoft accounting for 60–80% of digital media spending in key markets globally. “It is easier to control advertising content in more vertically focused children’s apps and social and video channels,” explained Mr Tobin Ireland, WHO Special Industry Adviser for the European Region and the lead author of the report. “The same technologies that are currently being used to target unhealthy products advertisements at children or adolescents could as well be used to prevent these ads from reaching underage audiences.” As a result of the COVID-19 pandemic, societies and decision-makers all over the world are paying more attention to health issues and a global rise in obesity levels. The timing is good for more coordinated and direct discussions on future policies related to digital platforms. In this context, big tech companies are becoming obvious partners that Member States can approach to set responsible digital marketing rules to help create a healthier future for all, in line with the WHO European Programme of Work 2020–2025 – “United Action for Better Health in Europe”.

Lire l'article complet sur : www.who.int

Social media integration into research has increased, and 92% of American social media participants state they would share their data with researchers. Yet, the potential of these data to transform health outcomes has not been fully realized, and the way clinical research is performed has been held back. The use of these technologies in research is dependent on the investigators’ awareness of their potential and their ability to innovate within regulatory and institutional guidelines. The Brown-Lifespan Center for Digital Health has launched an initiative to address these challenges and provide a helpful framework to expand social media use in clinical research.

A tracking tool installed on many hospital websites is collecting patients’ sensitive health information and sending it to Facebook, an investigation by @TheMarkup co-published with @statnews has found.

Comme chaque année, je vous propose un tour d'horizon des tendances, usages et acteurs des médias sociaux. Cette année, comme l'année précédente, il n'y a pas de gros changements, mais néanmoins un certain nombre d'évolutions liées à des facteurs externes (notamment les évolutions technologiques ou régulations). De plus, la sphère des médias sociaux n'est pas…

Anorexie : sur les réseaux sociaux le pire et le meilleur... - Comme les magazines, les réseaux sociaux prônent un idéal de minceur qui peut contribuer au développement de troubles alimentaires tels que l'anorexie. Ils permettent aussi de créer des communautés de soutien, avec le risque cependant d'"enfermer" les malades dans cette pathologie.

Pinterest has announced a range of new tools and activations for Mental Health Awareness Month.

Découvrez dans cette infographie, comment les professionnels de santé utilisent les réseaux sociaux !

AI: Pharmaceutical Technology lists five top tweets on healthtech in Q1 2022 based on data from GlobalData’s Healthcare Influencer Platform.