Tuesday, April 26, 2016

[FREE WEBINAR] From Multichannel to Omnichannel with a Unified Global Identity with Janrain

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In today's highly competitive pharmaceutical industry, marketing success relies on the ability to reach verified healthcare providers and allow them easy access to content - on any device, anywhere, anytime. Pharma brands also need to manage consumer identities securely, ensuring users have defined access to content.

Janrain Logo [Webinar] From Multichannel to Omnichannel with a Unified Global Identitywith Janrain

Webinar Details:


Thursday, May 5, 2016 
Time: 1:00 PM EDT 
Duration: 1 hour
Hosts: ePharma and Janrain 
Webinar Cost: Free 
Register for the webinar here

Join this session to learn more about:

• How you can manage both HCPs and consumer identities in compliance with regulatory requirements, ensuring peace of mind that the right people have access to the right content.
• How to leverage social and professional networks so HCPs can gain access to valuable pharmaceutical products and services.
• How to remain in regional compliance when providing access to goods and services to physicians worldwide.

Featured Speakers:

Jamie Beckland, VP of Product, Janrain

Jamie Beckland has been delivering custom web solutions for more than 10 years, and built his first social media community in 2004. Prior to Janrain, Jamie led the emerging media practice at White Horse, and has worked as a marketer and technologist with clients including Coca-Cola, Financial Times, Samsung, Wells Fargo, L'Occitane, The Brooking Institution, and many others. He frequently speaks about technology trends and writes for Mashable, Social Media Examiner, iMediaConnection, AdAge, and other publications.

Register here 

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Thursday, April 14, 2016

Prescription Compliance at the ePharma Summit 2016

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Last month, I attended the Institute for International Research’s (IIR) ePharma Summit in
New York City. Managing communications for prescription discount card provider Watertree Health and having a background in technology and business, I was most interested in the disruptive health technology showcase and innovations challenge. One company’s presentation stood out in particular because of its mission to make prescription compliance easier: on-demand prescription delivery platform, Zipdrug, which has been featured in TechCrunchDrug Store News and Crains New York.

The ePharma Summit logo
IIR invited Zipdrug to present at the three-day summit after the company announced its partnership with CityMD, making CityMD a one-stop-shop for medical visits.

After ePharma 2016 ended, I followed up with Todd Weisbrot, Head of Business Development at Zipdrug to speak about Zipdrug and health care on a broad scale. Todd is a health care industry expert with over a decade of experience in the pharmaceutical and medical device space. Over the years, he has represented companies such as Medtronic Spinal and Biologics, and Bradley Pharmaceuticals in business development and sales efforts. He now leads business development for Zipdrug in New York, NY.

How big is the prescription compliance problem? 

70% of the U.S. population takes prescription medication; but due to medication non-adherence because of various reasons, there are 125,000 deaths annually because people don’t take or don’t properly take medications. Medication non-adherence costs our health care system an estimated $300B per year. Zipdrug’s delivery service aims to remedy this preventable situation. Zipdrug aims to eliminate the pharmacy visit altogether, by automating prescription ordering through an app, and then deploying a drug-screened, background-checked, HIPAA-trained messenger to pick up and deliver prescriptions to the patient's home. 

How did you get the idea for Zipdrug?

Zipdrug is the brain child of CEO, Stu Libby. Like many people, Stu had always experienced frustration waiting for medications at the pharmacy. But in January 2015 when his father was discharged from a hospital without his prescriptions, Stu discovered the need for a business like Zipdrug – one that can save lives by making it easier to get medications.

Why is Zipdrug innovative?

We’re living in an on-demand economy. Zipdrug fits into that mold by offering a service that delivers prescriptions in under an hour, but it serves more than a convenience to consumers – it helps them adhere to their medication. We’ve heard countless stories of consumers getting a prescription and forgetting about it, Zipdrug takes this out of the equation.

What are some other disruptions you’re seeing in health care?

Disruption starts with the leading health care companies across systems, payers and manufacturers. Their willingness to partner with start-ups is what is seeding disruptive innovations. Start-ups used to die waiting for their pilot partners, today more and more bigger health care players are open to new ideas from new companies and that’s where innovation is coming from. 

Why are conferences like ePharma important?

The future innovators are in that room, the incumbents who are not interested in this type of content will lose their leading positions in coming years to the start-ups and more established companies who come to ePharma to explore how new partnerships will shape the future of health care. These conferences are priceless opportunities to find the market leaders of today and tomorrow who want to push the envelope and innovate. 

What was most valuable to you in attending the ePharma Summit?

After our CEO's on stage presentation, the Zipdrug team was approached by companies that were not on our radar that wanted to explore possible partnership opportunities. As Head of Business Development, ePharma was gold!

Are you excited about telemedicine?

We are excited to partner with telemedicine providers to provide a true, fully inclusive health care experience at home - with Zipdrug, a patient can be seen, treated and receive their prescriptions without the need to ever leave their home or office. That’s exciting. 

Why have health care companies been so slow in engaging patients?

Risk mitigation and innovation don't mix nicely in health care. The innovators within the leading health care institutions have a difficult job in selling through interventions that will drive more patient engagement. Thankfully it seems to be changing. 

Lisa Chau currently works in digital strategy and business development for free Prescription Discount Card provider, Watertree Health. Her previous experience in health care includes biotechnology logistics management for Living Independently Group, and special projects in education for the Geisel School of Medicine at Dartmouth College in conjunction with affiliated teaching hospital, White River Junction Veterans Affairs Medical Center. Read more about Watertree Health and connect on Twitter: WatertreeHealth

Lisa's work has been published in ForbesUS News & World Report as well as Huffington Post. She is an adjunct lecturer for the Zicklin School of Business at Baruch, and has been a featured guest on NPR.

Monday, April 11, 2016

Explaining The Technical Side of Healthcare in Marketing

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Marketing new healthcare technologies to clients who may lack the technical background needed to understand a product can often be a challenging undertaking. Providing a short primer that details the technical nature of a product and having additional answers and educational resources at the ready can often provide more effective results than bombarding leads and clients with more information than they may be able to process. Concentrating on the potential benefits and advantages a product is able to provide makes it much easier to handle the technical side of medical technology, systems and resources.
Explaining The Technical Side of Healthcare in Marketing

Marketing Systems Designed to Improve Medical Imaging Workflow

New innovation and advanced technology have led to a major economic boom within the field of medical imaging. Diagnostic procedures and imaging techniques used to produce information crucial to the patient care process throughout numerous medical fields have improved by leaps and bounds in recent years. Electronic image and file archive systems and transmission methods, such as picture archiving and communication systems (PACS), are in greater demand than ever before. Marketing strategies that will ensure that the technical nature of such systems can be more easily explained can make it much easier to improve lead conversion rates and sales figures.

The increased demand for more technical sales skills can create no end of problems for those who have little experience promoting or marketing products that rely on sophisticated technology. Key sales stratagems for explaining the technical side of healthcare products and services can include avoiding language that may leave leads feeling insecure about their level of understanding and finding ways to explain advanced concepts clearly and concisely. A classic mistake with technical sales is to provide too much technical information rather than finding ways to express complex concepts in a way that will be easier to understand and absorb.

Concentrating on The Benefits of a Technology

Potential clients often need to grasp little more than the basic premise of a product in order to see and understand its potential benefits and applications. Explaining how PACS systems can be used to reduce instances of preventable medical errors which are currently a leading cause of death in the U.S. is often all that is needed to generate interest in the technology or product. By concentrating on the advantages that new technology is able to provide, it may become possible to generate interest without having to delve too deeply into technical specifics.

Preparing Information in Advance

The most effective technical sales techniques are those that find an effective middle-ground. While providing leads with too much technical information too quickly can lead to confusion, being unable to furnish a more detailed answer upon request can also create problems. Preparing answers in advance and seeking out ways to ensure that even the most complicated aspects of technology can be expressed simply and effectively can ensure that any questions that may arise can be addressed more effectively. Being able to explain the difference between CT and MRI scans in layman's terms, or being able to explain the limitations of relying on courier services or fax machines to transmit medical images can make an important difference.  

While sales and marketing professionals need to have in-depth knowledge of their products, they are rarely required to become experts themselves. Being able to provide leads with additional resources and educational materials is often just as effective as being able to answer questions of a technical nature directly. While knowing all the answers would no doubt make it easier to explain the technical side of healthcare products, simply knowing where to find the answers is often more than sufficient to assist customers and prospective leads with any questions they may have.

Greg Dastrup: Explaining The Technical Side of Healthcare in Marketing
About the author:

Greg Dastrup is a world traveler and professional writer with a passion for learning new languages. He’s spent most of his career consulting for businesses in North America. You can follow Greg here

Sunday, April 3, 2016

Behavior Change Driving Digital Health is Bubbling Up from the Bottom

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This week marks one month since ePharma Summit 2016 opened and closed. It’s a good time to reflect on a final takeaway from the conference and close my notebook.

Clearly, there is more grand thinking about the future and emphasis on the promise of digital health at this point than in the celebration of successes. But that isn’t to say there aren’t a few current successes and some projects underway that will start to bear fruit even as I write this.
The most important aspect of digital health that I learned at the ePharma Summit was that patients are truly at the center of any advances in the use of healthcare technology to achieve lower cost, higher quality and improved outcomes. After all, it’s the patients who need answers who are behind the rapid uptake of any promising health or wellness application that might offer hope, support, and solid answers.
Stupid Cancer Show founder Matthew Zachary at the ePharma Summit 2016
Stupid Cancer Show founder Matthew Zachary said emphatically he has legions of Millennials with cancer using apps and participating in peer support who freely offer their information for healthcare professionals who can use it to advance a cure. It’s there for the taking, and it is being offered enthusiastically.
Another informational session featured the developers and founders of GI Health, an app that helps diagnose and support patients who have GI symptoms so they can provide accurate and potentially life-saving information to their gastroenterologists.
On the marketing side, another app tracks physician online interactions to help pharmaceutical companies get product information to prescribers at the point of making treatment decisions.
The bottom line here is that there are plenty of players from the patient, provider and payer worlds who already have their heads in the game. Expect any moment that this 24/7 interactivity with health information will reach critical mass and change the whole game of caring for patients.
One of my favorite health IT gurus wrote a blog recently wondering how we will move the needle in healthcare. John Lynn at EMR & HIPAA says health IT companies have been throwing solutions at the patient wall for years, but concludes ultimately it is a fail.

“Lately, I’ve become more and more interested in what will really move the needle in healthcare IT. Plus, I’ve been thinking through how most health IT companies approach their solutions and how the methods we’ve been using for years are failing so many patients in healthcare. As part of this analysis I’ve been discovering a need for healthcare IT companies to spend more time and focus on the behavioral side of things than they do today,” John wrote.

True behavior change is coming from the bottom up; it will not be driven from the top down. For stakeholders in the outcome of the digital health revolution – and that is all of us – look at the change already bubbling up from the bottom to see the behaviors that are changing the present reality of healthcare right under our noses.