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4 Essential Steps to Healthcare Social Media Marketing Success

4 Essential Steps to Healthcare Social Media Marketing Success | Veille #esanté | Scoop.it

More than ever, it’s essential for hospitals and health providers to rethink their healthcare marketing mix to include social media.

The proof is in the numbers: 34% of consumers use social media to search for health information

 

While it’s easy to identify demand, many healthcare marketers are not exactly sure how they might tap into the social web to reach business goals. To help understand the possible applications, consider these five examples of how the social web can work for hospitals and others in the healthcare industry:

 

1. Tweet Live Procedures
In the past year, social media channels have helped open up an area of healthcare previously only available to a select few: the operating room.

Last February, Henry Ford Hospital became one of the first hospitals to Tweet a live procedure from an operating room. Doctors, medical students and curious non-medical personnel followed along as surgeons tweeted short updates on the kidney surgery to remove a cancerous tumor.

 

This healthcare marketing tactic can effectively create excitement and raise public awareness for a healthcare organization. In the case of the Henry Ford procedure, Twitter was abuzz that February day with users both re-tweeting the messages from Henry Ford and adding their own thoughts on the event. That buzz can help healthcare organizations both attract new patients and recruit medical personnel.

 

2. Train Medical Personnel
Some healthcare organizations are beginning to recognize the potential impact of leveraging social media channels to complement training efforts. Mayo Clinic Social Media Manager Lee Aase, for example, incorporated social media into a recent training presentation for local chapters of the American Heart Association. During the presentation, Aase leveraged Twitter to encourage participants to contribute to the discussion using the #AHAchat hashtag.

 

Weaving social media into healthcare training initiatives can provide multiple benefits, including:

Giving trainees a forum to ask questions and quickly receive answersProviding presenters with immediate feedback from trainees (i.e., if trainees have mastered a concept of if more guidance is needed)Enabling organizations to complement healthcare marketing efforts by sharing slideshows, video or pictures from training sessions on social sites like YouTube or Flickr   

3. Reach Mainstream Media
70% of journalists now use social networks to assist reporting, compared to 41% the year before, according to a  Middleberg Communications survey. With numbers that high, it only makes sense for healthcare marketers to leverage social media channels in order to achieve coverage by both mainstream media and industry publications.

 

As part of healthcare marketing efforts, organizations can use social media channels – including blogs, forums and microblogs – to share success stories from out-of-the-ordinary operations or treatments, medical research or other significant achievements. For example, when Aurora Health Care tweeted a knee operation in April, it received significant media attention, both from mainstream media and industry publications including Good Morning America, the local Milwaukee public radio network and Hospital Management Magazine.

 

4. Communicate in Times of Crisis 
When disaster strikes – whether it be a flood, an earthquake or a terrorist attack – hospitals and healthcare providers are at the center of it all. Healthcare providers can leverage social media networks to provide real-time updates both for those directly affected by the crisis and those watching from afar.

 

During the November Fort Hood shooting attack, Steven Widman of Scott & White Healthcare – one of the hospitals that treated Fort Hood victims, used Twitter to provide up-to-the-minute news. Through Twitter, Widman provided updates on emergency room access and hospital operation status, re-tweeted news from Red Cross and communicated with reporters.

 

Widman shared with Found In Cache Blog the results of the social media crisis communication efforts:

Twitter followers increased 78% in just three daysScott & White Healthcare was listed on the front page of Twitter as a “trending topic”The hospital’s YouTube channel was ranked the 79th most viewed non-profit channel during the entire week surrounding the crisis 

5. Provide Accurate Information to Patients
73% of patients search for medical information online before or after doctors visits, according to this video from the HealthCare New Media Conference. With the magnitude of health information available on the web – both accurate and inaccurate – it’s likely that these patients can easily be misinformed.

By integrating social media into the healthcare marketing mix, organizations can share accurate, timely information regarding symptoms, diseases, medications, treatments and more. Social sites like Inspire are providing a forum for patients to share their health problems and questions about treatments with other patients, as well as qualified medical personnel. Inspire, for instance, partners with trusted health nonprofit organizations to ensure information is accurate and its community is safe.

 

The benefits of integrating social media into healthcare marketing efforts are priceless – from improving patient care to gaining media coverage to attracting new patients and staff. If your healthcare organization hasn’t already taken advantage of social networking channels, now is the time. If you’re having challenges getting approval, check out “Social Media in Healthcare Marketing: Making the Case“.

 

How else can healthcare marketers leverage social media to complement their efforts?


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Montpellier : la société Genious distinguée par l'Elysée - Midi Libre

Montpellier : la société Genious distinguée par l'Elysée - Midi Libre | Veille #esanté | Scoop.it
Midi Libre
Montpellier : la société Genious distinguée par l'Elysée
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D irigée par Pierre Foulon, la société Genious, spécialisée dans l'"e-santé", est lauréate du concours mondial de l'innovation 203.
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Maximizing the Use of YouTube in #Pharma Communications #hcsm

Maximizing the Use of YouTube in #Pharma Communications #hcsm | Veille #esanté | Scoop.it
The scope of YouTube is staggering. In 2008, YouTube contained over 70 million videos, published by over 200,000 creators. Every minute, 13 hours of video are uploaded to YouTube. In January 2009, 147 million U.S. Internet users watched an average of 101 videos per person on the site.The population that uses YouTube is highly varied and skews slightly older than other social networking sites, with the average age of a video viewer being nearly 27. The uses of YouTube are also highly varied, and business marketing is prominent among them.Numerous brands and television networks have established channels, as have most politicians and celebrities with their own unique designs and constantly updated content. Some of the most highly views clips on YouTube are branded content, but they go beyond a simple rehash of commercials on TV (“The Epic Split feat. Van Damme” is one recent example that springs to mind). It’s no secret why brands are fond of YouTube – it has the ability to connect with consumers on an emotional level through the power of story and video. Read more...
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La santé connectée : l’avenir de la médecine.

La santé connectée : l’avenir de la médecine. | Veille #esanté | Scoop.it
La santé connectée fait un tabac. Le principe est simple. En "montrant la vie telle que nous la vivons", ce nouveau concept numérique et socratique ("Connais-toi toi-même") va permettre à tout un chacun de se maintenir en bonne santé...
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L’e-santé au cœur des réflexions internationales !

L’e-santé au cœur des réflexions internationales ! | Veille #esanté | Scoop.it
Une norme internationale est en cours de validation pour l’interopérabilité en santé mobile. - ARTICLE - Cybersanté,Téléphone,E-santé,Santé mobile,Télésanté,Télémedecine,M-santé,Dossier patient électronique,Numérique,Smartphone,Tablette
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Facebook et les médecins : ce que vous nous avez dit sur vos pratiques | Le Quotidien du Medecin

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EUROPA - PRESS RELEASES - Press release - La santé en ligne dans l'UE: quel est le diagnostic?

EUROPA - PRESS RELEASES - Press release - La santé en ligne dans l'UE: quel est le diagnostic? | Veille #esanté | Scoop.it
European Commission - Press Release details page - Commission européenne Communiqué de presse Bruxelles, le 24 mars 2014 «L’Europe connaît une pénurie des soins de santé en raison du vieillissement de sa population.
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De la réputation à la e-réputation du médecin … « Médecins Maitres-Toile

De la réputation à la e-réputation du médecin … « Médecins Maitres-Toile | Veille #esanté | Scoop.it

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Ouverture des données de santé : quels sont les enjeux ?

Ouverture des données de santé : quels sont les enjeux ? | Veille #esanté | Scoop.it
“ Marisol Touraine souhaite créer les conditions d'un accès plus ouvert, respectueux du secret médical et de la vie privée. Éclairage.”
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Pourquoi faire une e-consultation serait plus avantageux que de voir votre généraliste ? | Le blog des news santé

Pourquoi faire une e-consultation serait plus avantageux que de voir votre généraliste ? | Le blog des news santé | Veille #esanté | Scoop.it
“ Si la e-santé a le vent en poupe, peu d’entre nous savent ce qu’il en est vraiment des e-consultations. A-t-on besoin d’une webcam ? Faut-il faire « aaah »”
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3 Expert Tips for Physicians on Social Media #hcsm

3 Expert Tips for Physicians on Social Media #hcsm | Veille #esanté | Scoop.it
Dr. Miguel-Angel Perales, Deputy Chief of Adult Bone Marrow Transplant Service and Director of the Adult Bone Marrow Transplantation Fellowship Program at Memorial Sloan Kettering Cancer Center, said recently on a webinar about online physician collaboration:“It’s a responsibility of ours to participate in the online medical discussion because there is a lot of ‘bad science’ out there. As physicians, we need to participate and educate, and social media can help us do that.”Social media’s advantages in fostering patient-physician communication have been often and duly noted, but Dr. Perales’ quote can be applied to physician-physician communication as well. By connecting with peers on social media sites like Twitter and even LinkedIn, physicians can harness the “wisdom of crowds” to both learn from and advance the collective knowledge of the medical community.Read more: http://curbsideconsult.tumblr.com/post/78871854015/3-expert-tips-for-physicians-on-social-media-and-3
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pierre.desmarais - L'ePrescription en France, c'est peut-être pour bientôt! #hcsmeufr

pierre.desmarais - L'ePrescription en France, c'est peut-être pour bientôt! #hcsmeufr | Veille #esanté | Scoop.it
“Le droit de la prescription électronique pourrait évoluer rapidement, cette année, après plusieurs années d'attente. Le 3 février 2014, le Quotidien du Médecin rapportait que la CNAM-TS était en train d'élaborer un système répondant ...”
Via Denise Silber, Lionel Reichardt / le Pharmageek
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Quand les hôpitaux conversent avec leurs patients sur Facebook

Quand les hôpitaux conversent avec leurs patients sur Facebook | Veille #esanté | Scoop.it
“ [Hopital.fr] - Aujourd’hui, les hôpitaux français sont de plus en plus présents sur les réseaux sociaux : Facebook, Twitter, YouTube, etc.”
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Maximizing the Use of YouTube in #Pharma Communications #hcsm

Maximizing the Use of YouTube in #Pharma Communications #hcsm | Veille #esanté | Scoop.it
The scope of YouTube is staggering. In 2008, YouTube contained over 70 million videos, published by over 200,000 creators. Every minute, 13 hours of video are uploaded to YouTube. In January 2009, 147 million U.S. Internet users watched an average of 101 videos per person on the site.The population that uses YouTube is highly varied and skews slightly older than other social networking sites, with the average age of a video viewer being nearly 27. The uses of YouTube are also highly varied, and business marketing is prominent among them.Numerous brands and television networks have established channels, as have most politicians and celebrities with their own unique designs and constantly updated content. Some of the most highly views clips on YouTube are branded content, but they go beyond a simple rehash of commercials on TV (“The Epic Split feat. Van Damme” is one recent example that springs to mind). It’s no secret why brands are fond of YouTube – it has the ability to connect with consumers on an emotional level through the power of story and video. Read more...
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How Pharmaceutical Firms Are Using Social Media to Speak to Patients

How Pharmaceutical Firms Are Using Social Media to Speak to Patients | Veille #esanté | Scoop.it
Historically, the pharmaceutical industry has been a little slow on the uptake when it comes to the adoption of online marketing. But things are changing. In particular, pharma companies are embracing social media as they seek new, effective ways of helping the people using their products gain valuable information and, in turn, build their brand. Much of the reason for this is that people have become digitally-savvy, as well as digitally-demanding. Research by the Pew Internet & American Life Project, for example, shows that 80% of internet users in the USA – about 93 million Americans – have searched for a health-related topic online. There is a wealth of healthcare information available on the web. Whether it is reliable or not is open to debate; nevertheless, the research demonstrates just how important the internet is in the sphere of healthcare. Into this space steps the pharmaceutical firm. Increasingly, drug manufacturers and healthcare providers are moving social media to the centre stage of their business models as they come to recognise its power in engaging patients. A new report from the IMS Institute for Healthcare Informatics, one of the most wide-ranging analyses of the social media activities of some of the largest pharmaceutical brands, shows that nearly half of pharmaceutical manufacturers are now actively using social to engage with patients on healthcare-related topics. Key findings: Twenty-three of the top 50 pharmaceutical companies worldwide are now actively using social media – on Facebook, Twitter or YouTube – to engage with patientsBut only 10 are using all three services for healthcare-related topicsTwitter is used by 22 of the 50 companies studied, YouTube by 17 companies and Facebook by 15 companiesOf the ten pharmaceutical companies that were active across these three channels, Johnson & Johnson was ranked the bestThe overall level of engagement between pharmaceutical companies and patients has steadily increased over the past yearWikipedia is the single leading source of medical information for patients and healthcare professionals ‘Relevant, accurate content’ “Increasingly, patients are turning to social media as an essential forum for obtaining and sharing information related to their health,” explained Murray Aitken, IMS executive director. “This trend only heightens the need for relevant, accurate content that can be accessed and used throughout the patient journey. Healthcare professionals, regulators and pharmaceutical manufacturers all need to acknowledge the vital role they can and should play as participants in the healthcare conversation.” Tips for pharma firms starting out on social mediaStart with strategy A plan of action is crucial to any social media activity. Start by defining your goals. What do you want to do on social? What do you want to accomplish? Be human – tell stories Health is a human issue, so offer stories on social media that engage with people. This could be links to case studies, personal blogs or interviews with experts. Consider translated content The most successful pharmaceutical companies are global ones. If you are expanding into new markets, consider offering translated social media content to effectively communicate with your new customers. Pay attention to regulations Remember that there are restrictions governing the type of marketing activity pharmaceutical companies can offer. Ensure you are up-to-date with regulations. Start to review and audit As your social media activity develops, it is crucial that you measure its success. Start analysing your content – see what works and what doesn’t, and make any necessary changes.
Via Plus91, John Mark Bwanika, Marie Ennis-O'Connor, Lionel Reichardt / le Pharmageek, Dominique Godefroy
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Listen and Engage: #Pharma and Social Media #hcsm

Listen and Engage: #Pharma and Social Media #hcsm | Veille #esanté | Scoop.it
Globally, 83% of people online use the Internet to find information on chronic illness. Patients and doctors worldwide participate in online communities, sharing experiences and stories.In reality, this leaves pharma no choice but to participate. But should you take an active role or be a passive observer? Trish Nettleship, Director for Social Media and Influence at UCB, believes there are key tenants to successfully engaging in this space, and she shares them with eyeforpharma.“The first thing is to understand patient needs. The second thing is to engage. This is how you build great customer experiences,” said Nettleship. “We’re actively seeking information to better understand what [a patient’s] needs are, and from there we’re looking to engage with our patient community. But the listening never stops.” Done well, this engagement will lead to customers sharing their positive experiences with their peers, effectively advocating on behalf of the company, but soon that won’t be enough.“How do we take it a step further without butting into the conversation? We need to uncover opportunities to help our customers. For example one of our products is a patch, and we’re having conversations about the difficulties people have using it. We know exactly how to solve this. There is an opportunity to go out there and help our customers in a more proactive way. We need to engage outside of our own four walls.”UCB’s activities within epilepsy are a good example of a well-executed, successful campaign. Trish had frequently heard from physicians and patients that they were still accepting the presence of seizures. “The doctor would ask if they were okay, and they would say they might be better than last year or last month, but they were not seizure-free,” Nettleship recounted, “we build a whole campaign around ‘okay is not good enough, go beyond okay.’ We launched it across all social platforms, and we saw people talking about seizure freedom, using the terminology ‘go beyond okay.’ At the same time, doctors reported more patients coming in talking about the campaign, asking what can be done differently. That was our goal.”Read more...
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13 Social Media Best Practices for Healthcare Brands

13 Social Media Best Practices for Healthcare Brands | Veille #esanté | Scoop.it
It’s safe to say that social media is here to stay. Facebook recently celebrated its 10th anniversary and there’s no end in sight. Countless other interactive platforms are sprouting up on a regular basis, making it nearly impossible to determine where your time should be spent developing content and connecting with healthcare consumers. The American Marketing Association’s Marketing News journal even refers to social media as “old-school.” Social engagement has transitioned from being a shiny, new object to a customer service and healthcare marketing necessity. Many brands — particularly in healthcare — find social media to be intriguing, yet illusive. Valuable, but not quite sure how to successfully utilize the social networking websites. And how exactly do you measure success anyway? Algorithms are constantly changing. New Apps are developed at lightning speed. The rules of engagement are being rewritten every year. Read more: http://gojunto.com/13-social-media-best-practices-for-healthcare-brands/
Via Parag Vora, Rémy TESTON
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La e-santé, c'est quoi ? Ça sert à quoi ? #hcsmeufr #ihealthyourlife

La e-santé, c'est quoi ? Ça sert à quoi ? #hcsmeufr #ihealthyourlife | Veille #esanté | Scoop.it
“ La e-santé a pour objectifs : - Amélioration de la qualité des soins - Faciliter l’accès aux soins notamment en zones de désertification médicale - Maintien à domicile et retour rapide à domicile dans des conditions de qualité et de sécurité...”
Via Paris Healthcare Week, IHEALTHLABS EUROPE, Esposito Christelle
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Santé: Doctissimo se lance dans la vente de médicaments en ligne - BFMTV.COM

Santé: Doctissimo se lance dans la vente de médicaments en ligne - BFMTV.COM | Veille #esanté | Scoop.it
BFMTV.COM Santé: Doctissimo se lance dans la vente de médicaments en ligne BFMTV.COM Le site d'information santé Doctissimo, filiale du groupe de presse magazine Lagardère Active, a annoncé lundi le lancement d'un site de vente en ligne de produits...
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#hcsmeufr A #Pharmasuccess - Le trailer - YouTube

“ Bande annonce de la journée Pharmasuccess au cours de laquelle le Club Digital Santé a animé un atelier sur les 10 commandements d'un projet digital.”
Via catherine cerisey, Lionel Reichardt / le Pharmageek, Rémy TESTON
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Rising Use of Social Media in Healthcare

Rising Use of Social Media in Healthcare | Veille #esanté | Scoop.it
“I came across this cool infographic made by Demi & Cooper Advertising while researching this week’s New Tech Friday post. There are some really great nuggets of information in the graphic, including the fact that 60% of physicians feel social media improves patient care and half of smartphone...”
Via Plus91, Lionel Reichardt / le Pharmageek
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Le crowdsourcing médical, efficace pour diagnostiquer les maladies orphelines

Le crowdsourcing médical, efficace pour diagnostiquer les maladies orphelines | Veille #esanté | Scoop.it
Docteur House a du souci à se faire : le médecin star de la série américaine à succès, habitué à résoudre seul les cas les plus difficiles de son hôpital, a un sérieux concurrent : le site de crowdsourcing Crowdmed. Des détectives-médicaux (étudiants en médecine, infirmières…) cherchent ensemble à poser un diagnostic juste pour les personnes souffrant de maladies orphelines, en échange d’une récompense financière. Le crowdsourcing serait LA solution pour résoudre les cas médicaux difficiles. Lancé en avril 2013, la plate-forme web Crowdmed met en contact des patients atteints de maladies orphelines (qui touchent moins de 200 000 personnes), qui enchaînent sans succès les rendez-vous de médecins, avec des personnes qui enquêtent sur leur cas. Les malades décrivent sur le site anglophone leurs symptômes et leur histoire médicale. S’ils le souhaitent, ils peuvent offrir une récompense financière qui sera partagée entre les internautes qui ont fixé le bon diagnostic (cela permet à leur cas d’être résolu plus vite et d’intéresser un plus grand nombre d’enquêteurs médicaux, précise Crowdmed). Montant moyen des primes ? Entre 165 et 300 dollars. La société se finance en prélevant 10% des sommes mises à disposition.
Via Dominique Godefroy
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The Future of Pharma Social Media

The Future of Pharma Social Media | Veille #esanté | Scoop.it
MM&M recently spoke with patient advocates to find out the value created by pharma social media campaigns – both owned and sponsored. Patients were asked about the effectiveness of pharma social media and to share advice for pharma industry to create social media programs that are engaging, effective and relevant.Among advocates’ top 10 tips for pharma social media programs, allowing patients to play a key role in the community came across as the single most important piece of advice.Specifically:
  • Consult with patients before developing communities to shape strategy around patient needs
  • Allow patients to play a larger role in management and moderation of communities
  • Appoint community owners that have deep understanding of social media, as well as the disease and productsThe more involved patients are in planning a community, the more likely they are to use it and become ambassadors, ensuring that people are aware of its existence and trust its intentions.Two other interesting insights from patients:
    1. Trying to be trendy can send the wrong message about understanding the serious impact of disease.
    2. Make it easy for people to find your content. Social media can be good for sharing, but lags in the area of “discovery” and “search.”For a great example of pharma social media, check out Sanofi’s Diabetes Co-Stars campaign. To receive new posts on brandgagement, please add your email below. A confirmation email will be sent to you.

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Patient Online Searches - Stats

Patient Online Searches - Stats | Veille #esanté | Scoop.it
STat
Via Technical Doctor, Plus91
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FlashMed : 1ère application mobile minimisant les risques de l’automédication

FlashMed : 1ère application mobile minimisant les risques de l’automédication | Veille #esanté | Scoop.it
“Plus d'1 français sur 2 utilise internet pour rechercher des informations santé et 2 internautes santé sur 3 ont souvent recours à l'automédication. Notre application s'adresse à tous ceux qui, de plus en plus nombreux, s'automédiquent sans avis médical et sans prendre en compte les risques de co morbidités ou de contre indications avec des traitements en cours. Dans la vie de tous les jours, elle sera utilisée lorsque le patient prend un produit dans son armoire à pharmacie ou lorsqu'il choisit un médicament disponible en libre service. Conçu par les étudiants du M2 Marketing de la Faculté de Pharmacie Paris Sud, FlashMed est une solution de prévention des risques liés à l'automédication.”
Via Philippe Loizon, Xavier SEDES, Lionel Reichardt / le Pharmageek
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La Télémédecine devient une réalité en Aquitaine - GCS TéléSanté Aquitaine

La Télémédecine devient une réalité en Aquitaine - GCS TéléSanté Aquitaine | Veille #esanté | Scoop.it
Signé le 17 décembre entre le GCS Télésanté Aquitaine et le consortium formé par Orange et Accelis, l'accord cadre relatif au projet Télémédecine en Aquitaine permet à tout établissement de la région adhérent au GCS de proposer des services de télémédecine à ses patients ou à ses résidents. La mise en œuvre de ces nouveaux services de Télémédecine s'inscrivent dans le cadre des priorités définies par le Plan Régional de Télémédecine (PRT) de l'ARS Aquitaine. Le déploiement interviendra dans un premier temps autour des trois thématiques suivantes: Prise en charge de l'AVC dans sa phase aigüe (téléthrombolyse) ;Téléconsultations en EHPAD,Téléradiologie en permanence des soins.
Via Florentin Clère, Marie Françoise de Roulhac
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