Monday, March 25, 2013

Will regulation of medical apps hinder their potential?

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Medical apps have seen huge success in the iTunes Store - but could their innovation and creativity that makes these apps one-of-a-kind soon be stifled? Politicians have asked the FDA how it intends to regulate these apps and warns that steep regulation could hinder the creativity in this sector.  A Draft Guidance as released in July 2011, but no information has followed.

According to PM Live, these are the other things government officials inquired about:
  • When will the FDA issue final or updated guidance for mobile medical applications designed for use on smartphones or other mobile computing devices
  • Has the FDA discussed, prepared or analysed the effect of the medical device tax, mandated by the Patient Protection and Affordable Care Act, on smartphones (as well as tablets or similar devices)?
  • Will the actual use of a smartphone, tablet or app be a factor in whether the FDA chooses to regulate the device or app as a medical device?
  • How many mobile medical apps have sought approval from the FDA before entering the market? How many mobile medical apps have been subject to oversight by the FDA after introduction to the market?
  • How many apps have either been changed or removed from the market by FDA oversight, and why?
Do you believe that the FDA should regulate medical apps? Why or why not?

Tuesday, March 19, 2013

Where do physicians typically turn for drug specific information? And more with MedLIVE!

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This year at ePharma Summit, we teamed up with the WorldOne Interactive team to test out the  MedLive platform to get your questions for physicians answered in real time.  Yesterday, we posted how doctors felt about social media, digital engagement with patients and more.  On our second run of MedLive, doctors answered these question in a span of forty minutes.
  • According to www.klout.com, Justin Bieber is the most influential person in media.  In your opinion, who is the most influential doctor/institution in social media?
  • Where do you typically turn for drug specific information?
  • Outside of in-person exams, how else do you engage your patients for professional purposes?
  • Do you believe that copay cards improve both patient compliance and persistency?
  • Have you deliberately prescribed certain drugs primarily because a copay cards is available?

Monday, March 18, 2013

MedLIVE:Inisghts from Physicians in Real Time

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This year at ePharma Summit, we teamed up with the World One Interactive team to test out the  MedLive platform to get your questions for physicians answered in real time.  What did our attendees want to know?
  • Do you believe social media will enable you to better care for your patients more effectively?
  • Which digital environments do you principally utilize to engage with other physicians?
  • To what degree will the Affordable care act affect the care you provide for your patients?
  •  Do you utilize Electronic Health Records in your practice?
  • If you do not currently use Electronic Health Records, do you think you'll be using them in the near future?



Tune in tomorrow for our second round of questions answered by physicians in real time at the ePharma Summit!

Thursday, March 14, 2013

Is your brand site optimized for mobile?

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Recently in coordination with the SmartPhone revolution  Pfizer found out that a growing number of individuals were visiting their brand websites through a mobile device, but that their brand webpages weren't optimized to be seen on a mobile device.  Only three of the top 25 branded Pharma websites were mobile ready in December 2011.  Beyond the Pill shared that in a presentation last week at the ePharma Summit, they shared that in order to meet the expectations of their consumers, they launched 10 mobile websites.  They ultimately changed their webpages because they believed that consumers shouldn't have less of a consumer experience and have changed their webpages to fit that.

One of the most interesting parts of the article was when the author Mark Tosh asked how quickly you can change to meet the expectations of their customers?  Pfizer saw an unmet need and changed to meet the needs of theirs.  As a result, they could gain more engagement from their consumers while their consumers benefited more from the display method of the branded webpages.

Do you have your brand pages optimized for mobile?  Why or why not?

Wednesday, March 13, 2013

Wait Times are Now Care Times

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Today's guest post has been provided by David Perez, founder and CEO, Seamless Medical Systems

According to Press Ganey Associates research, the amount of time that patients wait in reception areas averages 23 minutes. We believe this waiting room time can be transformed into a meaningful patient engagement experience. At Seamless Medical Systems, we help patients feel empowered, informed and productive, and more connected to their providers by automating the registration process and providing tools and information for better engagement.

First we recognize that patients are paying customers who have financial and time pressures of their own. While we can’t speed up the provider process, we can help patients use this time that is normally wasted -- by scanning old magazines and staring at a TV with the volume turned off -- more wisely, by giving them an iPad with engaging, useful and easy-to-use information to support their care. We call this transformed experience SNAP® Practice. Once registration is quickly completed and data is wirelessly sent to the front desk, patients are provided customized health and wellness content, including supportive and relevant advertising. And when patients are in a waiting room they are already focused on their health, ready to engage.

People spend 25 percent more time with ads that are personally relevant to them versus those that are not (source: “Power of Relevancy” by Yahoo! and Innerscope Research, 2011). We also know that contextually relevant ads elicit an emotional response that’s almost twice as high as those without such relevancy. When an advertisement has both contextual (at the point of care and time of diagnosis) and personal relevance (focused on an immediate health concern) the impact is even more powerful.

On our patient engagement platform, sponsored content or advertorials that are in line with a patient’s condition or symptom can trigger immediate action by the patient. Targeting that is based on key psycho-social or clinically relevant data can deliver important patient and consumer marketing research inquiries.

Our mission at Seamless Medical Systems is to improve the patient experience by enhancing engagement and health literacy. While SNAP Practice is designed from the ground up for the patient, it is a customer relationship management platform for providers and healthcare marketers. Imagine delivering your latest health education video, care content or product advertisement directly to a patient at the point of care and time of engagement. To get a glimpse of 21st Century patient engagement, please visit SnapPractice.com.

Tuesday, March 12, 2013

Call for Papers: ePharma West

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I wanted to thank everyone who attended ePharma last week. We've been hearing some good feedback on the event, and I'm looking forward to hearing how you implement what you learned. It was great to see the Merz presentation on building an iPad program for sales forces, which they said came out of what they learned by attending ePharma last year.

Now that ePharma is a not-so-distant memory, I’m hard at work on ePharma Summit West, taking place in September in San Francisco. We got good feedback on ePharma West last year, but as always we’re planning to cover new topics. The agenda is currently under development, and I’m currently looking for speakers on the following topics:
  • Educating consumers and HCPs on the differences between biologics and biosimilars 
  • Product lifecycle management 
  • Best practices for working with your managed markets team 
  • Data management to customize messaging 
  • Case studies on consumer engagement, HCP engagement, mobile, video, social, etc.

If you are interested in speaking on any of these topics, or would like to suggest another topic, please email me. To view last year's agenda please visit the website at : http://bit.ly/Y6aMBi.

If you would like to showcase your thought leadership and are with an agency, solution provider or marketing firm, please email Andrew Sinetar at  for sponsorship opportunities.

The deadline for submissions is Friday, March 22.

I look forward to hearing from you soon!

Sarah Gordon
sgordon@iirusa.com
@sarahpharma

Thursday, March 7, 2013

White Paper: Managing the Marketing Gap: A Navigation Guide for the New Era of Data-Driven Marketing

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As we learned at ePharma Summit this week, marketing is undergoing a major transformation, driven by shifts in customer dynamics and channels, increased budget pressures, and the growing expectation to use data for both campaign design and measurement. Welcome to Big Data.

Appature, a 2013 ePharma Summit Partner,  is offering Managing the Marketing Gap: A Navigation Guide for the New Era of Data-Driven Marketing, a white paper developed to help brand leaders understand the new opportunities and capabilities required to move up what we are calling the Marketing Maturity Curve. We give you the tools to assess where you are and where you need to focus to thrive in this brave new world of data-driven marketing. We make it much less daunting with a roadmap, specific action steps for acquiring skills, processes and technology, and a scoring tool to help you figure out how to assess the solutions currently being offered.

Working your way up the Marketing Maturity Curve can help you use marketing dollars with greater effectiveness and demonstrate strategic leadership in these challenging times. Download the white paper.

Wednesday, March 6, 2013

#ePharma 2013: Top Tweets from Day 3

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Our third and final day provided insights in to gameificaiton, electronic health records and more.  Here are a few of the top tweets from the third and final day of ePharma Summit 2013!





#ePharma Day 3: Social Media, Storytelling & Pharma

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Bob Brooks, Executive Vice President, WEGO Health, lead our panel: Social Media for Pharma: A Match Made in Heaven or Hell?

Panelists: 
Michael Weiss, Crohn's Health Activist, hospitalpatient.com
Tiffany Peterson, Lupus Health Activist, tiffanyandlupus.com
Dee Sparacio, Ovarian Cancer Health Activist, womenofteal.blogspot.com
Casey Quinlan, Author and Breast Cancer Health Activist, cancerforchristmas.com

Does the use of social media help people understand? What is the best way to get patients involved? These days you have to go where your customers are,and today, they're all online. If you can facilitate the patients that use your drug, this would help aid in the effectiveness and value of the drug. Marketers don't sell drugs, patients do. These were all topics discussed by the panel, who were all patients themselves. So what is the best way to help people understand? Should pharma advertise on discussion boards? Begin to engage with influential patients, ask questions, how can you get involved? They're waiting for YOU. Customer support via telephone is being antiquated by social media. Communication is key and patients need to be informed. To sum it up: communicate, explain, and provide information. Why are you starting a new drug? What happened to the previous medication? Be concise in your response and make sure to speak in laymen’s terms.

Peter Pitts, President, Center for Medicine in the Public Interest lead the next session: Opportunities for Convergence as a Result of Electronic Health Records, ePrescribing and other Government Initiatives

Panelists:
Brent Rose, Daiichi Sankyo
Mary Varghese, Director, Primary Care Strategy and Innovation, Pfizer

This panel focused primarily on the importance of EHRs and how they could help increase patient engagement. Information technology has changed the way we purchase things. Our healthcare system is rather fragmented so it's important that we have relative channels. Relativity will help reduce waste, creating more information to help patients make better decisions. EHRs also force a behavior change, not with the patient, but the team surrounding them. Structured date is collected, smoking status, patient reminders, all things that may have been overlooked before. This data can help marketers AND physicians by detecting which medication best suits the patient based on their electronic record. Bottom line? EHRs can help create a more organized, structured form of data.

Our last session of the day, Next Generation Content & Its Promise for Improved Health Outcomes, was lead by Craig A. DeLarge, Leader, US & CBL, MultiChannel Marketing Center of Excellence, Merck & Co. Inc. DeLarge started with a dilemma, a habit, and a need. The dilemma: getting customers to engage more. Our habit: blaming our channels for what our content doesn't do. Our need: a new generation of content. So what now? Remember you're telling a story, your story. Use context that makes sense of the disease, model what success and struggle looks like. Also, a patients 'journey' as a game. Games provide road maps and rewards for progress made. They give people encouragement, a sense of control and are also a form of education.

That concludes this year's ePharma Summit! Thanks to all who participated and we'll see you next year!

#ePharma Day 3: Real time data and how we can use it to transform our industry

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Day 3 of ePharma, kicked off with event Co-Chair, Peter Dannenfelser, Director of Marketing, Digital North America, Janssen Pharmaceuticals, who shared 10 Things You Should Do As Soon As You Get Back To Your Office 

10. Pay attention to your Linkedin profile
9. Carpe Datum (seize the data!)
8. Be an Internal Thought Leader
7. Incremental Seismic Change
6. Fill that high blood pressure script
5. Make it fun!
4. Make a friend in legal & regulatory
3. Be ready to talk about Big Data
2. Change the conversation
1. Take a Risk

You can follow him on twitter @PeteDTweets

Our second speaker, Dan Lyons, Former Contributing Editor, Newsweek; Founder, The Secret Diary of Fake Steve Jobs, spoke about The Social-Mobile Revolution.

Lyons covered three main points, a new mass medium is emerging, a new internet is emerging, and advertising. Comparing the internet as the 'TV' of our age, with weekly memes and apps as short lived television shows, and a more interactive audience. Also, that tech is personal, it's becoming a part of us, even wearable devices are starting to create a buzz. Lyons also made the point that media is something that defines, shapes, and reflects our culture, when a medium changes, our culture changes. Think outside the box when it comes to advertising, stop trying to create a campaign based on how it will 'work' on the device. Rather, think of what and how the device is used for first.  And remember the golden rule of the internet, cats always win.

Patricia MacWilliams, Head of Healthcare, Google, lead our first panel of the day: Leverage Real-Time Data to Build Timely, Valuable and Targeted Content in Pharma.

Panelists included:

Scott Wearley, Manager, Relationship Marketing, Daiichi Sankyo, Inc. 
Matt Barry, Assistant Director, CLP Operations, Astellas Pharma 
R.J. Lewis, President & CEO, eHealthcare Solutions
Mickey Lynch, Associate Director, Integrated Marketing, Shire Pharmaceuticals
Bob Harrell, Vice President, Marketing, Appature 

The data being collected serves value to our brands, however, it's easy to get stuck in the integration stage, so where is Pharma in terms of using data? And what data is needed to answer questions? These are just a few topics that this panel covered. As well as using cloud based software/systems to build programs and optimize. Another important topic the panel discussed was that physicians don't need that much information, just the basics. Something that can be easily forgotten with all the various type of information we have access to. Perhaps one of the most useful tips to take away is that listening to your customers will help create informative pieces that will drive value. So rather than drown them with information, listen to see what is working, this will also help to create a more personal experience. Leverage the information to change behavior.

 The session was ended by asking the panel, 'What should we start, keep, and stop doing?'.Stop doing things that you know don’t work, divert your attention elsewhere. Continue to look for ways to integrate your promotional channels. Tailor things to fit the needs, fit the device. Continue exploring and start with the end in mind. Stop thinking about ourselves, think about our customers. And finally, continue to build skills through exploration.

Our next session- Translating Big Data to Action: Lessons Learned from AMEX was lead by Christopher J. Frank, VP in the Global MarketPlace Insights, American Express; Author, Drinking from the Fire Hose: Making Smarter Decisions without Drowning in Information and Paul Magnone, VP, Business Development & Alliances, Openet; Author, Drinking from the Fire Hose: Making Smarter Decisions without Drowning in Information. This session covered the mystery topic, Big Data. More specifically, where is it going next? Big Data is about driving information to help solve a problem, but which form is right for you? First, you must identify your companies goal and then remember volume, variety, and velocity. Next, what business needs are you addressing? By implementing the 5 shifts of change: rise, shift, transformation, evolution, research, you will have the platform to create data that is both useful and valuable for your company.

 James Chase, Editor, MM&M, wrapped up our morning with: MM&M Anatomy of an Award Winning Campaign, which focused on the importance of  'helping' not 'selling' when it comes to digital health. Informative, accurate, organized information is key!

We're halfway through the last day of the 12th Annual ePharma Summit, remember to follow us on twitter @ePharma!

Do the Harlem Shake: #ePharma Style

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ePharma event Chairs Pete Dannenfelser, Director of Marketing, Digital North America of Janssen Pharmaceuticals and Paul Ivans, President, Evolution Road Consulting challenged the audience to participate in the ePharma Summit Harlem Shake to help match a donation that would be given to the Children's Brain Tumor Foundation.

How'd it turn out?


It was a success. We hope you'll continue to share the word on the Children's Brain Tumor Foundation. You can start simply by liking them on Facebook.

Tuesday, March 5, 2013

#ePharma 2013: Top Tweets from Day 2

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As we dove into the first main day at #ePharma Summit, the Twitter chatter increased. What were some of the top learning of the day? Check it out from the top tweets!



For all of the tweets from the last few days, download the Tweet Archive.

#ePharma Day 2 : Future of Professional Promotion & More..

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Sanjay Pingle lead our afternoon session: The Future of Professional Promotion with Less Time, Less Access and Less Control over Prescribed Medications. We are well aware that our healthcare system is changing. But what does that mean exactly? Who will this effect? And what can we do to move forward? Those are just a few topics that this panel covered. First, the notion of less private based practices in the future. With larger practices, or hospital based systems, patient adherence is something that must increase, immensely. Another big component? Better Apps. Pharma needs to rebrand themselves in order to engage with consumers. Another trending topic that we continue is see is education not only patients anymore, but doctors as well. When trying to expand you customer base, its both HOW and WHO we contact that will get the message across. And lastly, the role of PBMs is changings, as well as the need for partnering with stakeholders. Why? Because big companies make decisions based on finances.

Our last session of the day, Patients, Prescriptions and Prevention: How Americans Use the Internet to Improve Outcomes  lead by John Mangano, VP, comScore.  This session covered topics from internet trends and health advertising, as well as big data. The most important thing is not in fact the apps that you are using, but the devices you're using. These devices enable you to access cloud, they are a conduit, a catalyst for measurement and highly important for moving forward in our digital future.

That's it for Day 2! Check back tomorrow with updates of the final day of the 12th Annual ePharma Summit. See you then!


#ePharma Day 2 : Mobile Healthcare

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The second half of the ePharma morning session started with a panel on serving Mobile Healthcare Customers lead by Joe Shields. Panelists included: Chris Crichton, Vice President, 5th Finger, A Merkle Company Sharon DeBacco, senior Director, Customer Communications & Operations, Ironwood Pharmaceuticals Scott Wolf, Chief sales Officer, Everyday Health. The panel covered topics such as – Is the mobile patient a moving target? What are the needs of the patient? Have these devices changed the pathway of a patient? The panel also covered the importance of educating the regulatory professionals, people who work on the front line. As well as the possibility of MD's prescribing mobile tools for the future. The most important information you can have regarding mHealth? Understanding the patients needs. More and more patients are becoming engaged and its important that we supply them with the information they find useful and informative.

 Our second Moderator was James Chase, Editor, MM&M, who lead the panel along with Amy West, Novo Nordisk & Peter Newman, gcgCONNECT. Sound advice from their panel? Data drove decision making. Next up was Brenda Raphael, Vice President, US Marketing, Vaccines, Pfizer covering Digital Launch. The session covered topics such as, how do you get to scale? And can you get a good ROI? And lastly, nontraditional ways to engage. When trying to reach a physician, time is of the essence. We concluded the morning session with Emily Schaller, Founder, Rock CF Foundation on Healthier Patients as a Result of New Technologies…What You Do Matters. Schaller is living proof that you can live your life with cystic fibrosis. Through engagement and positivity she has been able to not only spread her message, but help influence others.

 Track sessions begin after lunch, which one are you heading to? Make sure to follow us on twitter @ePharma!

#ePharma Day 2: Opening remarks & Annual Thought Leader Panel

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ePharma Summit Day 2 has begun! We kicked off this morning with opening remarks from the event chair, Paul Ivans.

“The way that we market and promote our products is going to change,” said Paul Ivans. How to scale multichannel marketing to integrating video for helping our patients get better products will be the issues that we have to face in the future. Ivans also highlighted that not only are the times changing, but they’re changing dramatically. It’s not just our customers or channels that are changing, it’s our entire healthcare system. From the ACA to how people get paid to how patients are treated, so where does that leave us? We too must evolve, as marketers, as patients, as HCPs. Many institutions are already testing devices to treat patients digitally, so what will a a visit to the doctors office look like in the future? As as the times begin to change, so will the content. Will you have the tools and data to keep up?

Next up, Ivans lead the Annual Thought Leader Panel: Views from the Executive Suite.

Panelists included: 

Charlotte McKines, Global VP Marketing Communications and Channel Strategies, Merck & Co. Inc.
Cavan Redmond, CEO, WebMD; Former Group President, Pfizer
Nancy Phelan, VP, Customer Strategy and Operations, Bristol-Myers Squibb Company
Anthony D. Slonim, MD, DrPH, Executive Vice President/Chief Medical Officer, Barnabas Health
Roger C. Holstein, Chief Executive Officer, Healthgrades

The panel covered topics such as patient engagement, what it means to be a digital marketer, and how the roles of HCPs will change in the future. The panel also discussed the simple fact, do physicians want to be sold OR educated?  And also, are we looking at this new healthcare system with the correct lense? It's important to pick up these subtle changes that are taking place, because they will ultimately determine the future of our healthcare system. With technology rising in the pharma industry, patients are educating themselves, but it's important they're educating themselves with content that is accurate. And lastly, one of the most important things to remember for the future is that there's a role for education both the consumer AND physician. 

The session concluded with Christine Sakdalan, VP Diabetes Marketing, Patient Centric Strategy and Solutions, Novo Nordisk on Making the Move into Digital: Lessons Learned from a Digital Outsider and Insider. Sakdalan shared two case studies both producing actions and results. Both also featured an integrated marketing approach to building brands. Campaigns have changed drastically, and online channels allow for greater growth, especially through patient empowerment. The session also advised us to leverage as many channels as possible, and optimizing is key!

Stay tuned for more updates throughout the day and don't for live coverage, follow us on twitter @ePharma!

Monday, March 4, 2013

#ePharma 2013: Top Tweets from Day 1

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ePharma Summit in New York City is not only a great place to network in person, but also with your fellow colleagues online. Here are some of the top tweets from the workshop day at ePharma Summit.

Want to join in on the conversation? Be sure to follow us @ePharma and use #ePharma when you tweet about the event!

#ePharma Day 1: Multi-Channel Immersion Program for Brand Managers Part 2

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Events can be stressful, regardless of the topic, and today after lunch we fell into crisis mode at the ePharma Summit.

This 'Mock Crisis' session, Preparing for a Social Media Crisis: A Live Firebell Simulation, lead by Stacey Bernstein, Weber Shandwick. If that wasn't clear, there wasn't an actual crisis, more of a 'how to' for a 'what if' kind of situation. Weber Shanwick covered the basic fact that today, everyone is a journalist. Social Media allows you to distribute information in seconds, to millions of people all over the world. Take an adverse reaction for instance, if you use the right hashtag or keyword this kind of thing could go viral in just minutes. So what do you do? How do you react? Or more importantly, do you react? The panel covered everything from timely responses to the degree of impact the internet could have on your product. The panel was both creative and informative and thanks to social media, I can say that I'm sure others agree.

Sean Moloney, Co-Founder & CEO, Dramatic Health lead our second to last session, Watch This! Leverage Interactive Video to Impact Targeted Health Behaviors and Drive Prescriptions. How do you create the most effective video to build your brand? The key components: setting, conflict, and resolution. Connecting on an emotional level with viewers surpasses any type of picture or visual in the video. What makes a great film? "There are two things that make a great documentary film, subject selection and great interviewing," said Moloney.

Our last speaker of day one featured Lionel Carrasco, Founder & CEO, Leapfactor, on How Pharma Sales Forces Can Better Engage HCPs through Mobile Apps. The recipe for mobile engagement? Content through tasks in context based analysis. "Most of your target audience is already connected," said Carrasco. Remember when you're creating this apps that HCP's are using the same mediums, they're people, just like you.

#ePharma 2013: DMD Presents: Creating Effective Email Marketing Strategies

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DMD Attendees collaborating during
morning workshop.
This morning kicked off with a workshop presentation from DMD focusing on the importance of a well written email.  The transition of print straight to a web page design doesn't work. A call to action and the important information should be featured above the fold.  Best emails consider how the information will be displayed both on a mobile device and on a desktop.  DMD also focused on the fact that the majority of readers are viewing email on a mobile device were pictures are frequently  not displayed.

The next thing companies should know about their readers is that the majority of email is opened within a short time of the launch, so audience profiles and when and where they read their email can be an important piece of the puzzle.  As audiences are transitioning from computers to mobile devices, everything should be rendered for mobile interaction including the webpage.

DMD closed with their five quick tips for email marketing:
  • Speed kills.How long does it take to render your email and will your audience stay around to read it?
  • Size matters. Think small and concise information at the top of the small portion seen by the audience at first glance is appealing to the audience.
  • Text is critical.  Convey your message via text not pictures.
  • Design for mobile.  That's how your audience is checking their email.

Later on in the afternoon during the Social Media Landscape: Insights Roundtable with Mark Bard, Digital Health Coalition; Tina Sampath, Gilead; David Blair, Google; and Jay Goldman, Klick they took a look at a few of the things that Pharma companies should consider when tackling the other part of their digital strategy - social media. They delivered five key questions:
  1. What are you trying to accomplish?
  2. Who are you targeting?
  3. What do you want them to do?
  4. What outcomes are you achieving?
  5. How will you measure it?
Followed by these considerations for social content: 
  1. What kind of experience are you creating?
  2. Is it remarkable?
  3. Are you prepared to manage the dynamic platform?

ePharma Day 1: Multi-Channel Immersion Program for Brand Managers

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We're halfway through the first day of the 12th Annual ePharma Summit, and so far we've covered everything from mobile health to consumer profiling.

David Gayes,Group Marketing Manager, Interactive Marketing, Roche Diagnostics kicked off our first session: Harness the Power of Digital to Amplify Existing Marketing Efforts. Gayes highlighted the top 3 benefits of digital marketing: hyper-focused, measurable, flexible. Seeing organizations change, and being able to adapt to these changes is what makes digital marketing so great. Another benefit of digital marketing? "It's cost efficient, not cheap," said Gayes who began his career as a traditional marketer. Other session highlights included the benefit of personalizing the digital experience, as well as the advantages of expanding your reach through social networks. Closing words, "Partner up, stay informed, reach out, got data?, go mobile, stand up."

Our second speaker, Charu Chaturvedi, Senior Vice President, Life Sciences, Affinnova tackled Message Malpractice: Dramatically Improve the Effect of Your Customer Campaigns. "We can personalize our messaging like never before," said Chaturvedi. Highlighting evolutionary algorithms and behavioral econmics, Chaturvedi went on to discuss the importance of a 'natural enjoyment' process when creating engagement. Chaturvedi also discussed strategy of digital marketing, explaining that it starts with many ideas, not just one, and that there's also a selection process, and ultimately, all of theses ideas can be measured so you can see what works and what doesn't.

 After our first break, Chris Neuner, Executive Vice President, Product & Marketing,Quality Health lead our next session, The Future of Consumer Profiling: Developments in How to Predict Who is Your Most Likely Customer. "Why consumer profiling? Less waste, more efficient," said Neuner. Consumer profiling comes down to Consumer Value vs. Consumer Privacy, as well as direct, declared, and derived data. He concluded with the difference between transaction based profiling, explicit profiling, and contextual targeting, listing the differences and importance of each. "Something tells me there is going to be something about Big Data," said Neuner and I couldn't agree more.

The last speaker for our morning session was Todd Kolm, who covered: Using Mobile to Build Relevance and Engagement with Consumers and Patients. Kolm highlighted the three pillars of mobile: experience, immediacy, and simplicity. Mobile devices are evolving with us, so much in fact that Kolm stated that there are more mobile phones in the U.S. than people. Kolm also highlighted that just because the engagement is there does not mean each performance shouldn't be 100% every time and that's why the need to build mobile-optimized sites is there. These sites can especially increase patient engagement, and also give patients the tools they need to help them make better decisions about their health.

 We're looking forward to the the second part of day 1, for more information follow us on twitter @ePharma!

Sunday, March 3, 2013

The 12th Annual ePharma Summit

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Tomorrow is the 12th Annual ePharma Summit, the digital marketing event for the life science industry. Since you’re fairly close to New York City, we wanted to remind you that you have the option to register for ePharma Summit on site at the Hilton New York. Conveniently located in midtown Manhattan, ePharma is the place to catch up with friends and colleagues in the industry and make new connections.

If you’d prefer to register online, there’s still time, but be aware that online registration closes this tonight at midnight! And don’t forget we’re also offering onsite registration!

For more information, download our brochure. If you have any questions about the agenda or event, please contact Kate Devery at kdevery@iirusa.com or visit our webpage.

Cheers,
The ePharma Summit Team

ePharma Summit Homepage
ePharma Summit Twitter

Friday, March 1, 2013

Better Engaging Patients in Health

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Today's post has been provided by David Perez, founder and CEO, Seamless Medical Systems 




Patient engagement is the blockbuster drug of the century.” -Dr. Farzad Mostashari, National Coordinator for Health IT, U.S. Department of Health and Human Services 

 Our vision at Seamless Medical Systems is to improve the patient experience by enhancing engagement and health literacy to better patient outcomes. Patient and family engagement is critical to optimizing the healthcare process, reducing costs and improving provider performance.

Today we are experiencing a groundbreaking shift in the healthcare industry. A passive health consumer population is giving way to increasingly activated and networked participants. Patients are better able to take ownership of their health with new tools and technologies. Each individuals’ ability to capitalize on these new tools will depend on their motivation, healthcare literacy, and technology savvy, regardless of whether they are healthy or sick.

There is tremendous research demonstrating the correlation between patient and family engagement and the success metrics of managing patient outcomes and community health. According to a September 2012 study by TelexVox and Kelton, 42 percent of Americans feel they would be more likely to follow their prescribed treatment plans if they received encouragement and coaching from their doctors between visits. Federal and state requirements are responding by including patient engagement as a crucial element. The focus on creating a more activated and engaged patient population is in turn reorienting how the industry is delivering care.

The challenge now is to help patients more actively engage in their own care. We are solely focused on this challenge and have made this our mission. We created a cloud-based patient engagement platform called SNAP® Practice that can either stand alone or integrate to an existing EMR. SNAP Practice begins by engaging a patient or family member when they first enter the provider’s office, starting with registration in the waiting room, delivering health and wellness information, and extending to exam room time with the provider. We believe that by combining social and workflow tools, we have a solution that empowers patients to be more informed and active in their or their loved ones’ care. SNAP Practice supports practice compliance goals, focuses on patient emotional wellbeing and health outcomes.

Everyone wins by adopting a patient-centered care model. All of us are patients, after all. The relationship with our providers is a critical one. When providers are able to motivate individuals to take a proactive role in the management of their own care, the results are visible and measurable. And a satisfied patient drives practice and provider loyalty, a direct result of earned patient trust and comfort. Visit SnapPractice.com to get a glimpse of the 21st Century of patient engagement.


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