Thursday, February 20, 2014

More Highlights from #ePharma 2014 (Day 2)

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Our guest post today includes coverage from the 2014 ePharma Summit from Seth Painter, Digital Journalist, pharmaLEADERS

After a visit from a very entertaining guest, NY Giants Super Bowl Champion Ottis Anderson, Day 2 got underway with another seminal panel discussion about how various channels and emerging technology can benefit your marketing efforts. On stage were:

Kathleen Hartnett (Pfizer)
David Kopp (Healthline Networks)
Marilyn Cox (Oracle)
Tony Marlow (Yahoo)

The panel was light on pharma, but very informative regarding how other industries are maximizing things like social media, content marketing and wearable technology. The highlights:

• Social Media (SM) is the new ‘word of mouth’ (KH)
• It shapes how we are talking to customer s and gives new insights. For example social media listening determined that hemorrhoids are most bothersome on Mondays (after bad weekend eating?). So, would that be the best time message sufferers? (KH)
• SM is the modern mailing list (DK)
• SM has to separate from mobile; the two are being used interchangeably (TM)
• Every tactic now ties back to what the community is talking about (DK)
• Pharma has been slow to adapt because it has been hard to tie revenue/ROI to SM (MC)
• The phone is an extremely personal device, the tablet or PC is not…so think that way when you message (TM)
• Pharma can now pick and choose whom we want to have a conversation with and whom we don’t. This allows for better customer service and compliance (KH)
• People tend to cooperate with personalized messaging (MC)
• When personalization goes wrong, however, people really notice (TM)

Oh—and, of course, two oldies but goodies: PLAN, PLAN, PLAN and LISTEN TO YOUR CUSTOMER!

A partnership between a healthcare entity and a pharma company? To create a consumer-friendly technology? Unlikely, you say? Well, it happened. Ironwood Pharmaceutical’s Tom McCourt and UCLA’s Dr. Brenna Spiegel explained how they are revolutionizing GI care with an app that benefits all parties involved. The mystery of GI maladies has puzzled clinicians for years and many times simple symptom alleviation can mask more complex issues. Ironwood saw an opportunity to bring value to patients, HCPs, research and themselves through collaborating with UCLA’s Fielding School of Public Health to create MYGIHEALTH.ORG, a technology based system for cataloging and classifying GI complaints and getting the patient the right education.

The patient interacts with a website which listens to the patient and translates their conversation into “doctor speak.” The “doctor speak is then sent to the HCP while the patient is immediately prescribed an educational plan based on their information. The doctor then has a clear (pre) view of the patient’s condition and can use the valuable face time in ways that help the patient.

This presentation included stomach growling, animated renditions of stool and a heavy focus on constipation, but most importantly it featured a real-life collaborative success between pharma and the healthcare system. Its time both sides took note: pharma is here to help. Let them!

Brian Peters is Senior Director of Marketing for Medac Pharma. He is also the Junior Director of Marketing, Brand Manager, Product Manager, Marketing Services Associate and Marketing Intern. So, advice from a one-man band like Brian can be useful for maximizing your resources with leaner budgets. Peters began with some time-management techniques such as:

Think about how much time you need to complete a task…and then double it! Avoid 10am-2pm for meetings The most useful advice came from Peters’ analysis of selecting an agency. Since they would be a partner and his #1 resource, Brian was very thorough in his process:

• Bigger is not necessarily better
• Don’t hire the name
• Look outside of who is in town
• Eliminate the creative part of the pitch (gasps from audience) It’s a time-kill.
• It is your right to pick the team—so interview them as you would an employee. You will be working hand in hand with them so you’d better like them!

Resonate, a consumer healthcare research company, shared some of their findings with us:  THE AMERICAN PATIENT.  The research is conducted using some 15,000 in-depth surveys per month (over 200,00 per year).  They then marry that data to internet behaviors using a cookie pool and gain further insights.  What you may or may not have know about you, THE AMERICAN PATIENT:
Chronic illness changes your values: 62% seek ‘Peace of mind’.
            People become better patients as they age…
                        …except in social media.
            ‘Pride” is the #1 factor that negatively affect patient adherence!
            As trust and comfort with their physician decreases, so does adherence.
            The healthy are the worst patients: they aren’t good at being proactive!
            As social media use increase, adherence DECREASES…
                        …as people tend to find reasons why they don’t have to__________.

Attention!  The ‘Mid-Life Crisis’ is real!  Obesity ages the body!  STDs increase during college breaks!  These are some of the incredible insights shared by Practice Fusion’s VP of Data Science, Chris Hogg.  Practice Fusion is a free, cloud-based EMR for physicians.  Because of its huge national footprint, PF can acquire near real-time looks into healthcare trends happening all over the US.  For example, they can accurately predict a flu outbreak in a certain geography based on what information is being supplied to their EMR system.  This type of data and analytics produces predictive analytics, which then can be rolled in QI tools for physicians and the healthcare system.  There is a huge opportunity for pharma to get involved here.  Find it.

Connected health was the topic of the panel staffed by a handful of experts in the subject.  Joining use were:
  •             Celgene’s Brent Rose (Director of US Marketing)
  •             Mana Health’s Raj Amin (Chairman)
  •             WEGO Health’s Jack Barrette (CEO)
  •             Merkle’s Deb Furey (VP, Client Leadership Group)

Highlights, in no particular order:
    • Wearables show us the path to other cool stuff, like the wireless responsive pill bottle
    • Other industries seem to know who their customers are; pharma doesn’t. Yet.
    • Data share is common in other industries
    • Privacy is an old way of thinking.
    • There needs to be give/get for sharing health data. When we figure out the WIIFM for the patient, a majority will be happy to share.
    • We shouldn’t be interested in the data, per se. We should be more interested in the people creating the data:  their behaviors.
    • The sweet spot in the healthcare system is ADHERENCE.  It’s the mother of all problems. Not just drug adherence, but adherence to all things needed to create a healthy patient (exercise, lifestyle, device usage, etc.)
    • Too many silos of data
    • Pharma/device/HER needs to get its head out of the past and COLLBORATE!  Interoperability is the way of the future. 
The conference was closed by a landmark decision:  NON-PERSONAL PROMOTION  (NPP) NO LONGER EXISTS!  Our final group of experts decided to rename it.  It new official name:  MCM or MULTI-CHANNEL MARKETING.  Only now, it includes the rep as a channel.  The group consisted of:

  • Matt Barry, Associate Director of HCP MC Strategy at Astellas
  • Jerome Mead, Director of Consumer and Capability Strategy at BMS
  • Abel Rajan, Director of Marketing Analytics at Novartis

BARRY:  The old ’90 Day’ marketing paradigm has got to go.  Moving from POA tactics to POA tactics will not cut it n today’s day and age.  Outmoded, too, are the pharma hiring practices (12-18 months, new to the job) and the “check the box” mentality that accompanies it.

MEAD:  Big data=Big opportunity…. but marketers don’t know how to use it.  The traditional time frames have been smashed, condensed.  Evolve. Hire people that know how to do this data insights thing!

RAJAN:  Determine KPI then link them back to a data source.  If you don’t have the source, get it. But, try before you buy. Run data pilots, test their insights and keep them if they are accurate and useful.  Big data = 3 V’s:  Volume, Velocity and Variation.

CARMIGNANI:  A veteran of the casino gaming industry, he had lots of data analytics at his disposal AND the people to interpret them.  Data infrastructure should be approached as a capital expense, an investment.

So endeth ePharma Summit 2014.  In summary:
  1. Pharma should get involved in the new healthcare system or be left behind.
  2. The easiest way is leveraging data (social media, EMR, your CRM, etc.)
  3. Innovation/change is needed at structural level, whether it is for data & analytics or wholesale changes on how a company thinks and acts.
  4. Data is useful.
  5. Data.
  6. Use data to service the heck out of the customer leading to better adherence, reduced healthcare costs and healthier patients.

You can view the full post here.

Tuesday, February 18, 2014

More Highlights from #ePharma 2014

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Our guest post today includes coverage from the 2014 ePharma Summit from Seth Painter, Digital Journalist, pharmaLEADERS

Actionable. That’s the one word that comes to mind when evaluating the content of this year’s ePharma Summit. Having covered most of the major pharma conferences over the past 3 years, I am pleased to report that this conference provides tremendous value for the pharma marketer. The speakers have not just provided insight about the state of the healthcare nation: they bring suggestions, solutions and plans that marketers can take home and use.

The morning sessions of ePharma Summit were packed with useful information about the need for pharmaceutical companies to embrace the new healthcare paradigm and find a place in which they can participate. Chairman Paul Ivans described the current environment as an existing opportunity for pharma to finally be able to partner with the healthcare system in meaningful and productive ways. Paul presented four ways in which the world of healthcare has changed:

Identifying Patients—using new methods such as genomics, EMR data and wearable devices
Determining the Best Treatment Path—incorporating such innovations as clinical decision support or workflow interventions
Delivering the Best Outcomes—using patient adherence, gamification
Measuring the Impact—leveraging EMR data, PQRS quality metrics

Paul also provided some ideas on how to do this:
  • Look holistically, strategically at the big picture in healthcare
  • Consider total systems cost
  • Shift focus to inside the healthcare workflow
  • Consider programs driven by clinical data, i.e. readmissions
  • Leverage EHRs, CDS and other workflow components
  • Pilot today—no one has the answers, so now is the best time to try things

You can view the full post here. Stay tuned for Seth's day 2 coverage.

Friday, February 14, 2014

Moving Beyond Numbers: How Pharma Can Add Value to Outcome-Based Medicine

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Today's guest post comes from Catherine Price. She participated as a panelist at ePharma Summit 2014, is a freelance consultant, journalist and diabetes advocate who’s been living with Type 1 diabetes since 2001. You can find out more about her and her work at Follow her on Twitter at @catherine_price.

It was an honor to have the chance to give a patient’s perspective at yesterday’s ePharma panel, “Pharma’s New Value Proposition” with fellow panelists Brian Sweet from AstraZeneca, Dave Moore from Cempra, and Jeffrey Farber from Mount Sinai (and moderated by’s Brad Graner). Once the conversation began flowing, I found myself overwhelmed by ideas and examples, based on my own experience living with Type 1 diabetes, of how pharma can provide much-needed value to its customers in our evolving healthcare environment.

We started the discussion with the Affordable Care Act – or, more specifically, how the switch from fee-for-service to more outcome-based treatment model might affect pharma’s interactions with patients, and what new kinds of “value” can be added as a result. As someone living with an incurable and chronic disease that requires my attention around the clock, I am happy to hear that – at least in theory -- the focus of medical care will be shifting toward long-term outcomes rather than just one-off treatments and appointments. But at the same time, I fear that basing reimbursements on outcomes will create an additional barrier between doctors and the very patients they’re trying to serve – and I’d like to see pharma try to help.

The reason for my concern is that most outcome measures are based on numbers (in the case of diabetes, hemoglobin A1c values), not on the patient’s emotions or overall wellbeing. This makes sense, given that numbers are the easiest, most concrete things to measure – but it does not take into account that emotions affect those numbers (for example, you are much less likely to stick with a treatment or drug if you are depressed and frustrated), or that emotional wellbeing is an important part of overall health, whether or not it can be quantified on a graph. (If you’d like to learn more about how this applies in a condition like Type 1 diabetes, please read this piece I did for the New York Times.)

The problem as I see it is that most doctors are already overscheduled, with an extremely limited amount of time to spend with each patient – much of which is already being consumed by entering information into a computer. If doctors know that their payments will be determined by outcomes, and if those outcomes are measured by numbers, then it is those numbers – not the person behind them – that they will focus on.

In some cases, perhaps that’s fine. But in a chronic and exhausting condition like diabetes, the last thing I want from a doctor’s appointment is to be judged by the very numbers with which I’m already judging myself every hour of every day. I want my doctor to listen to my concerns, to see me as a person, not just a mathematical problem that needs to be solved. That’s hard enough to achieve in a 20-minute appointment, let alone if my doctor is under pressure to achieve a specific numerical outcome. As a result, I fear that the idea of an outcome-based payment model might, in some cases, harm the very patients that it’s meant to help.

So what can pharma do?

I think there is a huge opportunity for pharma to provide emotional and educational support that doctors don’t have the time to provide themselves. Diabetes device companies provide some great examples (that pharma can learn from) of how this can be done, such as:

-Medtronic Diabetes recently launched a StartRight program for patients who are starting on its insulin pump and continuous glucose monitoring systems. Patients are automatically enrolled in the program and paired up with a specific representative who will guide them through the first six months of insulin pump therapy, beginning with motivation and preparation (in many cases, the representative is actually on the phone with the patient when the pump/CGM arrives and they open the box), training and educating patients about how to use their new systems, and periodically touching base to provide emotional and technical support. Yes, it’s an expensive initiative. But imagine the benefit from a patient or physician’s perspective: patients know that they can pick up the phone and speak to a familiar, knowledgeable person who knows –and cares about – them as individuals. And physicians know that when they start a patient on a Medtronic insulin pump, their own workload will be reduced, since Medtronic is providing a source of education and support that, despite their best intentions, they likely don’t have the time to provide themselves. (And as an added bonus, Medtronic has an easy way to gather patient feedback and keep track of possible problems with their products.)

-Medtronic also has a team that monitors its Twitter interactions. If patients tweet that they have a problem or concern with their insulin pump or supplies, a Medtronic representative will respond to the tweet – and in many cases, the pati
ent will actually receive a phone call from customer support. This makes patients feel like Medtronic is listening – and responding – to their concerns, and helps them avoid the aggravation of having to call the company and be put on hold.

-Tandem Diabetes includes its customers in its product development process from the ground up. Rather than create an insulin pump and present it to patients, it talked to its patients about their concerns and needs, and then built an insulin pump for them. Pharma could take a similar approach in figuring out how and where to add value. Simply ask customers and patients where in the process, from doctor’s appointment to receiving a prescription to taking the medication, they feel that their needs (especially emotional) are not met – and then figure out a way to meet those needs. Again, the more direct interaction a company can have with a patient (without crossing regulatory and legal boundaries), the better the patient will feel, the more likely they’ll be to stick to their treatments, the better their outcomes will likely be, and the easier it will be for the company to keep track of potential problems and side effects with its products.

-Lastly, Sanofi has created a truly impressive suite of online resources for people with diabetes that has nothing to do with their brand. I write for their DX site, which is an online magazine of sorts that shares tips and real-life stories about diabetes without any mention of Sanofi’s products. This non-branded approach is a great way to approach and help patients – we don’t want to feel like you’re selling us products, but we do need a trusted source of information about our condition or disease (and, in the case of many of the stories on the DX, a source of emotional support). Again, most doctors simply do not have the time to provide these things, and I believe there’s much room for pharma to help.

I could go on, but hopefully this gives at least a small sense of what sorts of value pharma might be able to contribute from a patient’s perspective – and might inspire some additional creative thoughts. Thanks again for including me – and please feel free to reach out directly if you want to talk more!

Thursday, February 13, 2014

#ePharma Highlights 2014: Main Conference Day 2 (part 2)

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We finished out the morning with our track sessions. Stefan Wiemann, Merz Pharma Germany, led "I Am Invincible!" Establish Mobile Digital Selling Experience. Wiemann emphasized the importance of telling a story, use vivid, memorable images and animations. It's about combining fun and utility. Change can be hard to accept, don't push it on everyone all at once, but a little at a time. He also focused on choosing the right platform for your product and budget. Also, create your own advocate within your team, and tailor what kind of information is really relevant. And finally, 20% of your budget should go towards the creation/launch of your product, save the other 80% for maintenance.

Jack Bilson, M3 USA, closed the track with - Understand Promotional Prefences among Specialty Physicians in the U.S. Bilson covered what HCP's are doing on social platforms and the importance of finally getting a glimpse at what those guidelines might mean. He also covered the difference in type of participation among specialty physicians and the results might surprise you.

Cardiology - the "live" specialty,
Dermatology - the "give it to me" specialty
Oncology - the "elusive" specialty
Urology - the "I like you" specialty (eager for information!)

Another interesting topic Bilson discussed was the idea of understanding ALL of your target audience. Remember, non-targets also offer significant value. And finally, avoid online discussion boards for promotion, leverage promotional assets across all channels.

Chris Hogg, Practice Fusion kicked off our afternoon session, Using Algorithms & Big Data. Hogg discussed the idea of capturing data for disease surveillance - especially tracking and predicting influenza. We can use the data to model outbreaks at the earliest stages. He also stressed the importance of understanding patient flow. With the right information we could use that data to predict which patients are most likely to be put on a certain therapy, or even analyze a patients journey to a certain outcome or treatment. Bottom line? We want to understand how the doctors are making decisions, and we want the data to tell us that because developing these tools ultimately makes the lives of both physicians and patients easier.

One of the last panels was moderated by Joseph Kvedar, Partners Healthcare.Panelists included - Brent Rose, Celgene Corporation, Raj Amin, Mana Health, Jack Barrette, WEGO Health, Steven Krein, StartUp Health, Deb Furey, Merkle Inc. The panel discussed the fact that industries always have a direct line as to who their customers are, but Pharma is lacking that direct line. We’re getting closer, but haven’t cracked it in a scalable way just yet. The addressability at scale is not something Pharma can do just yet. The devices – Fitbit, FuelBand, Nest, are helping, but you have to continue to make big data applications accessible.  Four square is doing a great job of mining a large data set. Also, it's about finding problems through conversation and analyzing them. JetBlue built their program on customer complaints. And finally, there are too many silos of data, the sweet spot is adherence. It's the combination of data and those players working together that will help us succeed.

Thanks for a great conference, see you next year!

#ePharma 2014 Highlights: Main Conference Day 2

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ePharma's Co-Chairman, Pete Dannenfelser, Janssen Pharmaceuticals, kicked off our opening remarks for the final day of ePharma 2014. Dannenfelser emphasized that it's not digital we're talking about, it's changing business. We need to be innovators AND leaders, not one or the other. It took us ten years to become comfortable with video, so what's next? Wearables. He also discussed the idea of telemedicine and technology, EMR's are going to happen. Technology and healthcare are merging, we have to evolve with it, go change, do stuff differently.

Shortly after opening remarks, Otis Anderson, Super Bowl XXV Most Valuable Player, NY Giants took the stage. Anderson spoke about one of America's biggest problems - childhood obesity. So how did we get here, what can we do to prevent it, and how do we stop it? It's extremely important to not only educate yourselves, but also your children. Introducing a healthy, active lifestyle at a young age sets the precedent for years to come. Also, encourage your children to unplug, let them play outside again. Anderson spoke on behalf of a Jeremy's Heroes, he was even able to kick start everyone's morning with a few trivia questions and a few lucky attendees left with a signed football.

Our first panel of the morning, Innovation in Pharma Marketing: Channels & Technologies You'll Want to Use Now, was moderated by Ben Wolin, Everyday Health. Panelists included: Kathleen Hartnett, Pfizer, David Kopp, Heathline Networks, Marilyn Cox, Oracle, and Tony Marlow, Yahoo.

The panel discussed social media, it's not something new, it's just a platform for communicating with consumers. It might be hard to tie revenue to social media activity, but we can't forget that social is a listening tool. It allows us to hear what consumers like about our products, but more importantly what they don't like, you can't be afraid to listen.

The panel also focused on mobile, it's hard to talk about social without talking about mobile. The only media growing in the US is mobile, and it's growing rapidly. People love devices, they're personal, it's important we make their experience relatable and relevant.

Tom McCourt, Ironwood Pharmaceuticals, and Brennan Spiegel, MD, UCLA Fielding School of Public Health, led our next Keynote session, A Case Study to Improve Patient - Physician Communication. Their presentation focused on understanding the collaboration we’re engaged in, the problem we’re trying to solve, the solution we’ve learned along the way, and how can we advance what we’re doing today by what we’re learning from pharma marketing.

McCourt and Spiegel also discussed a program that could revolutionize the healthcare industry - My GI Health. It's a program that takes the time to listen to patients, converts their symptoms into "doctor speak" and then creates an educational script. Because the program has the patients medical records it can compare and contrast their patient history, which would then deliver the most efficient and concise information to their physicians. This type of innovation is really a game changer in the sense that it has the potential to populate information and form trends for not just one patient, but an entire community. All the information is delivered in an easy, engaging way.

What are the essentials when creating an engaging healthcare program? Make sure it's patient centric, that it aligns with stakeholders, it's easy to implement, it presents a compelling value, and it contributes to healthcare. At the end of the day the overall goal is still simply to help treat a patient.

The final session of the morning, Technologies to Watch Now, was led by Joseph C. Kvedar, Center for Connected Health. Kvedar emphasized that the world has changed. So how does the pharma industry move beyond the pill? Bundle with therapeutics, and compete with yourself. Also, start using nontraditional tools that don't involve chemical therapeutics to impact illness. There are already sites, specifically focused on mental health, that patients are using to treat depression. From music therapy, to reaching out to others with depression and fighting it together, these tools can change the way mental health is treated.

Stay tuned for our afternoon sessions from day 2!

Wednesday, February 12, 2014

#ePharma 2014: Highlights from Main Conference Day 1 (part 2)

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After our morning presentations concluded, we broke out into our track sessions. Andrew Watson, Wockhardt USA kicked off our HCP Engagement track with the session – The Doctor Will “See” You: Bridging the Gap Between Doctors and Pharma. Watson made the valid argument that virtual engagement can lead to a change in physician behavior and it represents a real opportunity for the industry. So just how exactly do we connect with doctors that we just can’t seem to reach, geographically?

Turnkey tools like virtual rep allow us to communicate with physicians by sending them the technology ahead of time, and connecting virtually via the vRep system. This gives the rep a change to communicate from the comfort of their own office, and the physician the ease of scheduling a meeting at their own convenience. The vRep technology is simply mailed back once the meeting has concluded. This is a tool that can help make a real connection, impact, without either party ever leaving their office.

Mike Marett, WorldOne Interactive led our next session, Emerging Marketing Trends & How to Harness Technology for Physician engagement. Marett focused on the idea of encouraging physicians to use social platforms as a source of education, an interactive community with a professional purpose. One specific platform, Sermo has been creating international buzz. It's a forum for physicians that are treating patients in remote areas, a place where they can discuss symptoms and receive feedback from their top peers around the world. This type of physician social community is continuing to build the most engaged, vibrant community with a purpose.

Our last session of the track, Creating a Resourceful App that Provides Value AND Delivers Your Message, was led by Justin Rauschkolb, Ferring Pharmaceuticals Inc. Rauschkolb discussed the importance of strategy behind creating an app. Don't create one just to create one, create measurable goals before you start, let your brand plan or franchise goal be your guide. Bottom line? The next time someone says, "I think we should do an app" make sure they are designing it with metrics in mind, make sure it proves value or it won’t get used. 

John Mangano, comScore led the session, The Evolution of the Online Patient and How Good Ideas Turn Into Successful Online Campaigns. Mobile is as influential to online as the internet was to offline. Mobile is big and social media is among the most influenced online categories by mobile. Mangano also discussed how consumers are still hesitant to discuss health-related information online. Which group tends to be the most trusting? Millennials.  

Mangano stressed the importance that pharma actually has the most viewable online advertising, but social media has always been out of reach for pharma. The innovation is there, the internet isn't leaving, it's just evolving, and Pharma needs to evolve with it. 

Our final session of the day, Think backwards (from 2020) led by Bill Drummy, Heartbeat Ideas & Heartbeat West, started with everyone's favorite space saving compartment, the frunk. A frunk is the space in the front of the car that's usually occupied by the engine. The electric car we're referring to in this case is the Tesla Roadster, the car that recognizes your fingerprints and opens the door for you. It's also virtually silent. Drummy went on to mention a number of innovative devices, from healthwear (sophisticated iHealth technology), to the mimo baby monitor. 

So what is the one common denominator of all these devices? They all follow the radical simplification rule. We as consumers want fast, reliable, technology that prevents us from doing most of the work. There may be some incredible technology surfacing, that can do mind-blowing things, but remember the golden rule, keep it simple.  

That concludes day 1, stay tuned for day 2 highlights!


Tuesday, February 11, 2014

#ePharma 2014: Highlights from Main Conference Day 1

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Kicking off ePharma with a NY Giants helmet and a few perfect spirals, Chairman Paul Ivans led our opening remarks. Ivans began by reminding us that 10 years ago sites like Youtube, Pinterest, Twitter, Remedy, were nonexistent. So we know that the digital revolution changed the industry, but how will the healthcare revolution change the industry? Ivans also addressed the current state of the Healthcare in America, “It’s broken” he said.

Ivans also touched on the idea of aligning healthcare systems around common goals. Technology is expanding the way we manage our healthcare. Devices like wearables and information systems are helpful but unless the patient is actively using them, are they useful?

Ivans then introduced the incredible foundation ePharma partnered with this year, Jeremy's Heroes, an organization that gives inner city children a chance to participate in various athletic programs. (To learn more, visit their booth located in the South Pre-Function across from registration desk)

Some key takeaways from the opening remarks? Focus on outcomes and total systems, take a holistic ‘health ecosystem view’, shift efforts inside the workflow, evolve to clinical-data-driven programs, and learn about EHRs, CDS, and workflow.

Paul Ivans then led our first panel of the day, How Will Marketing Innovation Help Pharma Adapt to the Massive Changes in Healthcare? Moderators included Craig DeLarge, Merck, Nancy Phelan, Bristol-Myers Squibb, Bandri Rengarajan, Evidera, Monique Levy, Manhattan Research and Jim Peters, Geisinger Medical Management Company.

The panel focused on the idea of "Change", how we're adapting as well as where we need to focus. How should we share/save our data and how do we move from big data to smart data? Change is happening and the better you understand your patient, the better you can apply this data on a case by case basis so that it makes sense, embrace personalized medicine. Remember it's not about the product, it's about patient behavior and engagement.

Keynote, Jeff Conklin, Bristol-Myers Squibb kicked off our next session, Innovating at the Speed of Change. Conklin focused on the importance of opening our minds dramatically. The innovation is there, in fact, we're drowning in it, so how do we survive in this rapidly evolving market? Analytics and the integration of data. In order to understand what the customer wants we have to change the model, and finally, it's about determining where to play and how to win.

Jonathan Bush, Athenahealth led the next Keynote session, Roadmap for Pharma to Thrive in the
New World of Healthcare. Bush discussed the "Biospheres" that are forming within our healthcare system and making it harder to reach physicians, which in turn is beginning to form risk-bearing entities. So what are some solutions?

By sponsoring at home medical programs and keeping patients out of the hospitals, you'll profit from savings. Follow up relentlessly, make it easy for patients to fill scripts, and also make sure they're compliant. The emergence of the healthcare cloud allows us to have a practical business channel, and more importantly, avoid problems before they arise, the details of the 'Biosphere' should be premeditated.

Following Bush was Joe Shields', AstraZeneca session, Managing Change in Big Companies. Shields reminded us that it's not about managing change in a big company, it's about managing a response. He reminded us that the only way to master change is to get ahead of it, don't let new players disrupt you, stay focused. Also, remember to use big data to tell the story, its not about managing the change, it's about making one.

One of the last morning sessions was led by Lisa Bodell, futurethink. Bodell started the session with stating, "Everyone can be Innovative." Don't resist the ideas you imagine, sometimes the very thing that helped us create change, may also limits us. Kill a stupid rule, change the approach, apply assumption reversal and see how that changes the way you think.

Bodell also discussed the idea of small data, and what we should do with it. It should be used to track what you're doing, and how well you're doing it. We need to anticipate the future of personal data because it's not about data in the future, it's about behavior. To continue with the theme of "Change", Bodell discussed the importance of companies like BMW who are actively embracing change, they're evolving with the market because one day they may not be selling the product they started with.

Remember, change can't be put on people, it has to be created by them. It's a 12 step program, a flexible tool kit, and above all, it has to be simple.

Stay tuned for our afternoon sessions from Main Conference Day 1 of #ePharma 2014!

White Paper: Marketing to Physicians: Top 5 Trends

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With the ever-changing marketing trends, it’s important that healthcare marketers stay flexible to adapt to new changes. Recently, Healthcare Data Solutions surveyed Physicians across all healthcare specialties including cardiologists, pediatricians, oncologists and more. With nearly 600 responses we were able to unveil the 5 hottest trending marketing techniques. The survey was conducted to uncover and understand areas of healthcare marketing: messaging effectiveness, effectiveness of different marketing techniques, what gets a message through and how to capture a Physician’s “digital attention.”

In this free whitepaper, Marketing to Physicians: Top 5 Trends, you’ll discover:

  • • How Physicians utilize social media
  • • What makes Doctors respond to email marketing
  • • Improvements you can make to your website to attract more Healthcare Providers
  • • And more!

Click here to download your FREE whitepaper!  Are you in New York City this week for ePharma?  Stop by Healthcare Data Solutions' booth to discuss the white paper further!

Friday, February 7, 2014

Fusion92 Brands Innovation Group “ninety2i”

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Fusion92 is an exhibitor at next week's ePharma Summit.  As a reader of this blog, when you register to join us and mention code XP1906BLOG, you're eligible to save $100 off the current rate!

Chicago-based, full-service marketing agency Fusion92 announced today that the agency’s innovation group has been formally branded “ninety2i.” Established to develop cutting edge technology, ninety2i will continue to meet rising demand for proprietary advertising, marketing and business solutions that fall beyond the traditional domain of agency work.

Originally launched in the summer of 2012, the innovation group was tasked with leading intellectual property development for the agency and its clients. Since then, ninety2i has developed advertising and marketing technologies for Bosch Power Tools, AT&T and Disney, among other companies. For the American Red Cross, ninety2i recently built a disaster alert system that uses web analytics to identify areas in need of aid ahead of the media.

“ninety2i is a technology-driven think tank that provides creative solutions for our clients’ problems,” said Matt Murphy, founder and CEO of Fusion92. “Like Fusion92, the group is not bound by agency tradition, so it can solve problems that go beyond the usual scope of advertising and marketing. We’re also excited to be filing patents for some of the work we have created.”

With product innovation centered in ninety2i’s Chicago-based innovation lab, the group has the resources to take on a wide range of development challenges. From interactive display technologies and immersive experiences to analytics solutions and data-driven applications, ninety2i is equipped to build and launch original solutions from end to end.

While ninety2i focuses on developing proprietary technologies, the group has also taken a lead in leveraging outside innovation partnerships. In January 2014, ninety2i became the primary US licensor of Sony DADC’s eBridge, a USB-based technology designed to bridge the gap between print and digital. Companies can package eBridge’s Arc USB storage device with print materials to provide a rich digital experience, and the eBridge Analytics engine allows marketers to track and analyze the audience response in real-time—a game changer for many clients.

“Whether leveraging our best in class proven technology based marketing solutions or by having us develop a custom first of its kind solution ninety2i allows our clients programs to stand out from the pack.” said Steve Shapiro, SVP at ninety2i. “We use our solutions to deliver deeper user experiences that engage, educate and deliver robust analytics to our clients.”

To learning more about ninety2i, visit

About Fusion92
Fusion92 is a full-service marketing agency that blends big-picture thinking and cutting edge technology to solve business problems for our clients. We create strategies that help us, design, produce and implement integrated marketing solutions for the world’s top brands. By combining the best of traditional and interactive approaches, we create new pathways for customer engagement with measurable results.

Thursday, February 6, 2014

Join us at ePharma with the $995 One Day Rate

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ePharma starts this coming Monday. Are you on our list of registered attendees?

We would really like to see you join us and more than 500 of your digital marketing peers stemming from pharma, biotechs, medical device companies and agencies at the leading industry event on February 10-12th. However, we understand that taking three days out of the office may just not be in the cards for you. With that in mind, we have just announced our $995 One-Day Pass* that includes access to all the keynotes, sessions, and Exhibit Hall on Tuesday, February 11th.

This One-Day Pass can give you the flexibility you need to still be part of the ePharma community, but get to all those meetings and deadlines that you already have pending that week.

Don’t miss out; it would be a shame. We’ve got such a great line up speakers and keynotes that day from Merck, Bristol-Myers Squibb, athenahealth, AstraZeneca, and Lisa Bodell, author of Kill the Company—and they’ll be focused on providing you with strategic insights on developing trends, tactical guidance on the day-to-day, and how to optimize change management within your organization.

Plus, the Exhibit Hall will be full of technologies and solution providers that have proven to drive businesses forward, cut costs, and increase top line sales. There will be no shortage of networking both in the Hall and in the hallways, so the 8 or 9 hours you’ll spend at the New York Marriott Marquis will be well worth your commute and $995. It’s an ROI that we can all get behind!

In case you need more agenda details, visit the webpage.

But hurry, there’s only a few days left to pre-register online for the One-Day Pass. Registration closes on Friday, February 7th and the event begins on Monday, February 10th. So register to join us today and mention priority code: XP1906BLOG.

Hope to see you in a few days!

*NOTE: The One-Day Only Pass is only good for February 11, 2014 and is valid for new registrations only beginning 1/30/14. No promotional or discount codes and/or team discounts can be applied to this rate. The One-Day Only Pass does not include access to the Opening Networking Reception on 2/10/14.

Pharmaceutical Multichannel Marketing in a .Me World

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Today's post comes from Mark Miller, the Senior Vice President, Healthcare Portfolio Lead at Epsilon.

Mark Miller, Epsilon
With the breakneck pace of innovation, the world today is vastly different than it was a decade ago. You can no longer take a one-size-fits-all approach to marketing. Today’s consumers, whether patients or Healthcare Professionals (HCPs), demand that you know who they are, where they are, what they need, and when they need it. With the rise of social media, consumers have greater control, openly sharing their positive and negative opinions of everyday interactions in blogs and online video for everyone to see.

To be successful in this “.me” world, you need a new solution that recognizes and embraces channel fragmentation, and the maturity of digital. You require a strategy that acknowledges the shifting power balance and that brand relationships reside in a highly distributed environment.

Developing a Multichannel Marketing strategy
The essence of a Multichannel Marketing (MCM) strategy must center on your ability to reach, connect, and deliver value and relevance to various customers. An MCM solution should have a simple, but hugely ambitious purpose: To inspire people to take action – to learn, to speak with confidence, to participate, to share. It's about engagement and dialogue. And by embracing a MCM strategy, marketers can create connections with HCPs and patients that lead to measurable business impact.

To succeed in this new environment and drive stronger MCM initiatives, you should follow three guiding principles:

1. Embrace Customer Centricity
Today’s consumers have more resources at their fingertips than ever before, empowering them to research, connect, curate, and engage anytime and anywhere. You are also leveraging more channels —from social media and mobile to email and the Web. Real-time capabilities and automation tools enable engagement around the clock.

In this “customer-centric” world, you must plan and execute campaigns that go beyond the multi-stage batch efforts of the past and intelligently use data collected from the myriad consumer engagement points.

Focus on channel-agnostic, next-best interaction. Embed capabilities that enable delivery of the “next, right message” every time a HCP engages. Track consumers, how they engage, and what topics they value to ensure that websites, email, etc. are updated with relevant and compelling content. Create direct links to internal systems so live operations teams know what content is most useful for inbound and outbound calling. The end result will offer a feeling of connectedness and continuity across the organization.

2. Treat customers like people, not targets
The challenging part of MCM is that you may attempt to build relationships with HCPs and patients who don’t fully understand what you offer, especially amidst brand confusion and the chaotic healthcare landscape. When asked about your customers, you may look through your database and give general information such as HCP practice profiles, prescribing patterns, co-morbidities, medications, response history, or channel preference.

To achieve superior MCM, surpass basic geo-demographic and transactional level data and past behaviors. Analyze insight from consumer activity, in real time. Determine what consumers are discussing, what they’re sharing, which topics they value, and what channels they prefer.

3. Get outside the database
You may think of MCM in terms of outbound communications or interactions with people who are in a marketing database. The challenge is that most, if not all, interactions you have with consumers are not initiated in the marketing database or from your website. Brand interactions start with consumers searching for information on the Web, discussing topics with their peers (online or offline), and visiting third-party sites.

Determine how customers learn about your brand — and build relationships with you across these channels. Identify all touch points. Understand which engagements are most important and connect those touch points in a meaningful way.

By creating brand experiences and relationships that provide inspiration, you can drive audiences to take the next step in their treatment journey or prescribing path.

Epsion will be joining us at the ePharma Summit next week in New York City.  Join them February 10-12 in New York City to learn more about how MCM strategies will drive results for your business. You can also contact Steve Messina, Business Development Manager, Epsilon, at 905.425.0440.

Tuesday, February 4, 2014

Why the Patient Voice is Central to the Benefits of the FDA Guidelines for Pharma

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Today's guest post comes from Ido Hadari. Hadari is the CEO of Treato, the health analytics big data platform providing ‘patient voice’ insights to patients and industry stakeholders alike from across the social Web. Ido previously led various technology businesses with a focus on innovation and disruption. His focus at Treato is on similarly disrupting the health industry by bringing the next generation of patient intelligence to pharma.

Author Ido Hadari 
The FDA guidelines for social media best practices in the pharmaceutical industry are, simply put, all about the importance of understanding the patient voice.

As the industry focuses on understanding the guidelines and how to execute against them, we find that the larger – albeit more subtle – point is that the FDA clearly recognizes the value of patient conversations on the Internet. The key for Pharma is how to leverage this new force in healthcare: the online empowered patient. At Treato, we see the benefits that the Internet brings to patients every day. The more data we garner on patient experiences, the more informed the pharmaceutical industry becomes, in decision-making around medications and treatments.

These are just some of the ways we think patients stand to benefit from the new, more clearly defined guidelines for pharmaceutical companies on social media:

1) New Ways to Make an (Unmediated) Difference. As the FDA guidelines suggest, it’s impossible to embrace social media without recognizing that this repository of independently generated user content – or UGC – only keeps growing. With thousands of online health forums, communities and blogs catering to patients by gender, wellness, disease state or therapy now at their disposal, patients are talking and increasingly expecting their voice to be heard.

In making UGC so central to its guidelines, the FDA seems to be appreciating this new reality. As the Internet continues to play a valuable, growing role for patients, pharmaceutical companies have the opportunity to gain a deeper understanding of who these patients really are. What’s more, a thorough review of unmediated patient posts about their treatment experiences can help companies prepare for an open exchange about their products and services by anticipating questions, developing strategies and planning their resources accordingly.

In this context, the patient insights available through UGC can help pharma gain the relevant information they need to become true partners with patients and caregivers.

2) Exceeding the Patient Demand for Responsiveness. Embracing social media will require a willingness to move beyond the tightly controlled environment to which pharma is accustomed to take their patient-focused communications to a whole new level. No doubt navigating in the realm of immediate, transparent and responsive social media communications will come with a steep learning curve.

For those willing to take it on the rewards can be great because immediacy, transparency and responsiveness are precisely what patients online have come to expect. It’s apparent in the hundreds of thousands of posts we see patients generate daily across more than 3,000 social health sites to voice their concerns, needs, fears and hopes when its comes to their health.

3) A Turning Point in Pharma-Patient Engagement. Social Media intelligence is making patient-driven information readily available, in real-time and on a massive scale. Take just a quick snapshot of the industry’s research needs as an example: from the oncology researcher studying rare diseases and locating target patients through social media, to the DTC marketer looking to harness the patient voice to craft messages that ring true, to the public health advocate wanting to feel the pulse of an entire disease category.

By accessing the patient voice through UGC the industry can gain unprecedented access to actionable, real time information that can be transformative for their business.

Knowing what to expect in this new environment will help pharma be better prepared to meet patients in the social media realm on their terms to engage in an honest, positive dialogue about their treatment experiences. And the new guidelines are a great start. By staying on top of patient attitudes, perceptions and beliefs, pharma will not only be able to demonstrate responsiveness beyond the scope of what’s possible through other channels but be able to drive smarter, more informed strategies across all channels to provide ongoing value for patients.

The impact promises to be profound for industry – and patients – alike.

Traato is an exhibitor at this year's ePharma Summit. Would you like to join them next week in New York City? As a reader of this blog, when you register to join us and mention code XP1906BLOG, you'll save $100 off current rates!