PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING
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PHARMA NEWS, MULTICHANNEL & CROSSCHANNEL MAKETING

Now May Be the Time for Pharma to Get Serious About Instagram

From pharmamkting.blogspot.com

iDespite the fact that FDA recently cited Duchesnay for a violative Instagram Diclegis ad that featured celebrity Kim Kardashian, Instagram may be the social medium of choice of pharma marketers now that it has added a new feature.

 

Until now, I didn't think Instagram was good for pharma. While its demographics may skew too young for marketing most of the products pharma has to sell, it is a growing population. Plus, now that it is owned by Facebook, the demographics -- especially among women (the best target for drug marketing) -- will likely shift to resemble FB's demographics.

 

According to eMarketer, now that Instagram is open to all advertisers, by the end of 2016, 48.8% of marketers are expected to the platform.

 

Of course, due to FDA regulations, the necessity to expend resources to monitor comments for adverse reactions (read "One (BIG) Reason Pharma Shouldn't Reconsider Instagram"), lack of expertise in measuring social media ROI, etc., pharma marketers have not given social media a warm reception no matter what the platform.

 

Continue reading to see why I feel a new Instagram feature will make it more appealing to pharma marketers.
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Nilambari Mane's curator insight, August 22, 2016 3:26 AM
Newer platforms pose newer opportunities! 
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Reframing Patient Care through eHealth: A Powerful Toolkit for Patient-Specific Engagement - Welcome to EngagingPatients.org!

From www.engagingpatients.org

eHealth technologies have potential for engaging patients in their own care but must be closely aligned with a patient’s experiences and engagement needs.
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Your Patient Engagement Team's curator insight, April 15, 2016 11:21 AM

Patient experience must be considered when developing eHealth tools to help boost engagement. Without considering the patient's journey, efforts will fall flat.
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Should Physicians Tailor Patient Engagement Based on Age?

From hitconsultant.net

New patient engagement trends from TechnologyAdvice Research reveals digital engagement is a growing factor in how patients choose healthcare providers.


Quality of care has long been a primary factor in choosing a healthcare provider, but convenience and communication are also becoming key considerations for patients. Still, many physicians do not appear to be offering the digital engagement services that can meet those demands.


According to a new nationwide survey conducted by TechnologyAdvice Research, a majority of patients (60.8 percent) said digital services like online appointment scheduling and online bill pay are either “important” or “somewhat important” when choosing a physician. However, when asked what services their current physician provides, less than one-third of patients indicated they have access to either online bill pay, online appointment scheduling, or the ability to view test results and diagnoses online, which are the top three services that patients report wanting the most.


“Primary care physicians are reporting some of the highest rates of EHR adoption to comply with government regulations and to receive incentives from Meaningful Use, but a significantly lower number of patients claim to have access to these patient portal services,” said TechnologyAdvice Managing Editor Cameron Graham, who authored the survey. “The issue here may not be implementation of digital services, but instead a lack of patient awareness. If physicians are offering these in-demand digital services, a more proactive approach to promoting them is needed and could create an advantage in attracting and retaining patients.”


TAKEAWAYS 


- If providers wish to gain an upper edge in attracting new patients (especially younger ones), and in retaining their existing patients, they should invest in a fully featured patient portal system. For many primary care physicians this should not be difficult. Most comprehensive EHRs include patient portal features, and dedicated patient portal vendors are making strides in integrating with third-party systems. In particular, prioritizing systems with intuitive online appointment scheduling, online bill pay functionality, and online test results could provide a significant draw for new patients. 


- For practices that already have patient portal systems, they should dedicate resources to making sure their patient populations are informed of the existence of such services. They should also consider prominently featuring these services in their advertising and on their websites. When orienting new patients to their practice, providers need to have a plan for walking patients through the initial portal set-up requirements and making sure they understand the features available to them.


-For particularly tech-savvy practices, a dedicated smartphone app could help set them apart, and attract younger individuals. 


more at http://hitconsultant.net/2015/01/16/should-physicians-tailor-patient-engagement-based-on-age/





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Healthcare moving towards better patient experience: Is digital the answer?

From insights-on-business.com

Today in the highly digital world that we have come to live in, the experience has to be extended to the consumer’s devices: namely mobile phones, tablets and personal computers delivered on the backbone of the World Wide Web.

 

So in this era where consumers have come to expect more from their brands, are patients correct in demanding a better user experience from their care providers?

 

Healthcare organizations are aware of this expectation and they are also aware that physicians and their allied co-workers need a better medium to communicate and collaborate among them. This not only leads to a better experience for all but also is critical as hospitals continue to drive better clinical outcomes.

 

One of the aspects of digital engagement is providing an exceptional web experience, whether it is providing physicians with real time data and reports on the cases they are following or engaging patients with education that can help them manage their health better.

 

The digital experience can help in achieving the following

 

1)      Provide a platform for better collaboration between physicians. Also this helps in increasing consultations between experts who are not necessarily collocated but still need a visual to make a better diagnosis.

 

2)      Accentuates the sharing of information between hospitals and even between various departments of the same  hospital.

 

3)      Leveraging the existing hospital information to give a visual picture to the patients on education and how they can leverage the hospital and its facilities to the best of its ability.

 

4)      Running extensive 360 degree programs involving various departments like surgery, nutrition and physiotherapy.

 

5)      Providing a mechanism for better healthcare management.

 

scooped and summarized from http://insights-on-business.com/healthcare/healthcare-moving-towards-better-patient-experience-is-digital-the-answer/

 

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Example Of Doing It Right For Pfizer

From news.google.com

Human Care Systems Inc., April 2013
PharmaLive (press release) (subscription)
The microsite was recognized in the “Creative/Web Interactive Capabilities” category of the 2013 AVA Digital Awards.
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eMedToday's curator insight, June 22, 2013 9:31 PM

This is what Pharma should do for patient engagement. Provide helpul powerful advise for patients. This is branding at its bes.

 

" HCS started the year with the launch of MyKidneyTransplant.com, an English and Spanish website created for Pfizer that guides patients through the process of preparing for and undergoing kidney transplant, and promotes adherence to the critical post-op treatment regimen. The program provides interactive exercises and practical tips based in behavioral science. It also incorporates system-generated emails and personalized text messaging services to create a cohesive experience for the patient".
eMedToday's curator insight, June 22, 2013 9:33 PM

 

A Pharma could develop a focused, highly useful content on any disease of interest and deliver it via a mobile app or e detailing program.
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This topic is curated by Lionel Reichardt / le Pharmageek

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