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.

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