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Josephine Borrillo LLC Posts

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

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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”.

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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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Twitter & Hospitals

How are hospitals using Twitter?

Which hospitals are using Twitter?

What prompts the consumer to follow hospital Twitter account(s)?

What is the cost of not engaging with Twitter for hospitals?


Mayo Clinic’s Center for Social Media reframes ROI as “risk of ignoring”. Not engaging with digital platforms like Twitter by smaller organizations will allow for greater opportunities to more progressive competitors.

It is all about the user experience thats prompts consumer to follow the hospital. Hospitals need to sustain followers with interesting and useful content.

Study published in Journal of Medical Internet Research finds among hospitals studied: 99.4% had a Facebook account; 99.4% had a Foursquare account; 99.1% had a Yelp account; and 50.8% had a Twitter account. One half of the hospitals studied had an account on all four digital platforms.

Mayo Clinic is named second year in a row as most social media – friendly hospital in the United States.

The facility had:

  • 538,061 Facebook likes/fans;
  • 26,871 Facebook check-ins;
  • 26,545 Facebook mentions;
  • 17,708 Tweets;
  • 858,932 Twitter followers;
  • 1,783 Twitter users it was following; and
  • 9,086 Twitter mentions.

Other top social media friendly hospitals, in order:

  • Cleveland Clinic;
  • Baylor Regional Medical Center in Texas;
  • Dana-Farber Cancer Institute in Boston;
  • University of Texas MD Anderson Cancer Center;
  • Rush University Medical Center in Chicago;
  • Houston Methodist Hospital;
  • Memorial Sloan Kettering Cancer Center in New York City;
  • University of Michigan Hospitals and Health Centers; and
  • Northwestern Memorial Hospital in Chicago

Crowd Clinical takes public opinion on hospitals and collates data and uses it effectively.

Twitter and predicting emergency trends. University of Arizona and Dallas-Fort Worth team up to find connections between tweets about asthma and asthma-related emergency room visits.

The utilization of Twitter in the hospital setting has been more beneficial than detrimental in its ability to generate opportunities for cost savings, recruiting, communication with employees and patients, and community reach.

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