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interesting reads

Interesting reads #3

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2015 Survey of US Health Care Consumers (Deloitte Center for Health Solutions) trends in health care consumer engagement.

Engage with confidence: Managing online adverse event reporting. Ensuring digital engagement between healthcare companies and their consumers aligns with regulatory requirements. (White Paper: Nexus Social Media) (IMS Health) 2015

GSK working together with Apple ResearchKit to improve clinical trials designs.

Pharmaceutical companies are looking for new ways to attract patients to participate in clinical trials.

Interesting reads #2

 

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Silicon Valley’s new darling: Healthcare, Just what the doctor ordered (Accenture strategy) July 2015

Up The Ante In The Age Of The Consumer (Forrester Consulting) March 2013. Three elements are essential in the Age of the Customer: 1) a customer – obsessed approach; 2) understanding of customer’s behavior and needs; 3) customer engagement strategy that responds to those behaviors and needs.

PharmaVOICE2011 (Showcase McKinsey)  capitalizing on social media listening first discussed in 2011, still relevant today.

Interesting reads #1

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2016 Social media Impact Report: B2B Industry Edition (TrackMaven – 2016)  How do the best B2B brands move the needle on social? 500,000 content pieces analyzed from 316 leading B2B brands. Pharmaceuticals and Medical featured.

Pharma 3D Rewriting the script for marketing in the digital age (Wharton, Google and McKinsey (date not found on report))  Applying Discovery, Design and Delivery, otherwise referred to as the 3D, in the pharmaceutical sector.

The State of Consumer Healthcare: A Study of Patient Experience (Prophet GE Healthcare Camden Group – Summer 2015) Understanding the consumer health experience by understanding the gaps between patient and providers’ expectations and perceptions and what needs to change.

My insights & takeaways: How pharma can win in a digital world

How can pharma stay ahead in the digital revolution?

How is pharma transforming itself in order to stay competitive?

Pharma companies must recognize the new decision-making power of the consumer and develop better ways to engage with them and deliver a new customer experience. Today’s consumer has higher expectations and pharmaceutical companies will need to meet these new demands. Patients / consumers are on number of digital channels, pharma will need to identify and pilot different approaches in order to reach these patients / consumers.

I fully agree with Dr. Todd Johnson, CEO of Noble.MD statement: “Apps that face the patient but are designed to solve pharma-company business needs should never exist.”

In the future patients’ brand loyalty will decrease and cost consciousness will increase.

Carefully designed clinical trial data will no longer be the sole source of outcome data and therefore pharma will lose control over it’s value stories.

Pharma companies will need to identify and understand which digital / technology solution will provide the most value for their business. A fundamental question to confront will be choosing between developing digital solutions in-house or through partnerships and third parties.

Reference: How pharma can win in a digital world. McKinsey and Company. December 2015 by David Champagne, Amy Hung, and Olivier Leclerc

My insights & thoughts: poorly timed tweets

Watching the tweets come across during the Paris attack there is much to learn about ill-advised tweets or poorly timed tweets. I was shocked to see the vast amount of scheduled tweets going out during the Paris attack. Account managers you should know better, right?

  • Turn off scheduled tweets. This is not a time for business as usual.
  • Keep tweets relevant.
  • Keep blog silent.
  • Do not copy and paste reports to juice pages. As someone on Twitter called them “Immoral vultures”.

My insights & takeaways: Connecting the Dots

As the Millennial workforce moves in, what role will they play in helping pharma adopt social media. Can they accelerate the change &/ or participation?

Pharma’s audience has always been the physician. On social media doctors are not the only audience.

Having more twitter accounts allows for pharma to focus more on specific niche markets. This may build a stronger and more focused community.

Reference: Ogilvy Healthworld. April 2015.  Connecting the Dots

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