Monday, January 21, 2013

Mobile Health Trend Blurs Marketing and Care Delivery

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“Healthcare Anywhere” Rewrites Pharmaceutical Marketing Rules

By Marc Dresner, IIR USA

Pharmaceutical marketers: You may not have signed up for this, but measurably improved health outcomes may soon be one of your less indirect responsibilities.

It’s a field afar from conventional DTC, but according to Joe Shields, Global Strategic Marketing at LifeScan, healthcare delivery is no longer exclusive to hospitals and physicians’ offices; it’s mobile and it’s changing the way marketers think about engaging with patients.

Joe Shields
“In the past, [marketing’s role] has been about effecting behavior change when it comes to purchasing and loyalty,” Shields told Inside ePharma. “The behavior changes that we’re talking about now are human, fundamental health issues.”

Commonly known as “mHealth,” Shields and others refer to the trend as “healthcare anywhere”—essentially the ‘consumerization’ of medical treatment devices: smartphone apps that function as hybrid promotional/behavior modification tools with remote monitoring and diagnostic capabilities, etc.

In this podcast interview with Inside ePharma, Shields discusses the extraordinary shift taking place as marketers find themselves poised to play an unprecedented role in healthcare.

Listen to the podcast here!

Download a transcript!

Editor’s note: Joe Shields will be moderating a panel of experts on the subject of “Next Generation Mobile Health Technologies” at the 12th Annual ePharma Summit taking place March 4th through 6th in New York City.

For more information on the ePharma Summit taking place March 4-6, 2013, visit the webpage and download our brochure.  If you'd like to join Joe at the event, register today and mention code XP1806BLOG to save 10% off the current rate!

Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Pharma Market Research Report, a confidential newsletter for marketing researchers in the pharmaceutical industry. He may be reached at Follow him @mdrezz.
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