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Top Ten Insights from Digital Pharma West 2014

The Klick Health team takes you through the top ten insights we found from attending, speaking, and sponsoring Digital Pharma West 2014.

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Top Ten Insights from Digital Pharma West 2014

  2. 2. TEN DPW INSIGHTS INTRODUCTION Digital Pharma West (DPW) took place from July 29th through 31st in San Francisco, California. Klick Health was Lead Sponsor for this popular pharma marketing and networking event, which saw 300+ attendees attending 31 presentations.   This year’s event focused on a number of core themes: •Social Media – Innovating and Risk Avoidance •Big Data – Informatics for Targeting, and Demonstrating ROI •Customer-centric Planning throughout the Marketing Lifecycle •Digital Innovation in Pharma today – Consumerization and Digital Health •Evolving the Pharma Business Model Common to them all was the continuing impact of change in the marketplace, driven by consumer technology, data-driven personalization, and outcomes- based business models. As digital products, applications and social channels continue to evolve and be embraced by consumers, so too do their expectations, and this presents both challenge and opportunity for Pharma, HCPs, and Payers alike. Disintermediation, disruption and innovation in digital channels continues to occur at lightning speed, and both companies and service providers need to keep pace with their services and offerings.   This presentation summarizes ten DPW session insights, accompanied by Klick Health’s guidance commentary for each.
  3. 3. Digital therapies are just beginning to take shape and are experiencing explosive growth. Klick’s take: Facilitating behavioral change and adherence to treatment regimens has been a longstanding hurdle to demonstrating efficacy and positive outcomes. The availability, reduced cost, and adoption of apps, wearable technologies and mobile tech is poised to change this. What this means for you: Patient-reported data and sharing of health information are critical components of a successful digital therapy. Ease of use that supports data gathering and sharing has therefore never been more important when creating a digital therapy application. TEN DPW INSIGHTS Malay Ghandi, Managing Director, Rock Health “From Sequencing to Biosensing, How Digital Health Will Alter the Clinical Landscape” 1
  4. 4. [Mobile] is more pervasive than any other technology platform we’ve ever seen. Klick’s take: On a global basis, adoption and usage of mobile phones and devices outpaces any other technology platform, in all geographies and cultures, and across all income levels. It is uniquely positioned to collect and share data, drive lower-cost personalization, and influence positive outcomes. What this means for you: Mobile strategy is no longer an option, and must be factored into your commercialization plans as a key component. Careful consideration must be made with respect to mobile apps to support effective usage (ex. multi-platform, standalone vs. integrated, gamification) TEN DPW INSIGHTS David DeJonghe, Director, Lifescan “Digital Health: How Consumers, their Phone and Connected Devices will Change the Way You do Business” 2
  5. 5. Seek Innovation in the “Non-Obvious” Klick’s take: Creating true breakthrough innovation requires deliberate planning and different thinking to move away from merely evolving existing programs. Organizations must be open to disrupting the status quo of tried-and-true, reliable means of HCP and patient engagement to uncover non-obvious opportunities to innovate. What this means for you: For brand planning and marketing, look beyond current channels, information sources and applications. Examine how evolving social, economic and technology factors will create new ways to connect with your audiences, and build target personas to vet out new ideas. TEN DPW INSIGHTS Daniel Seewald, Director, Worldwide Innovation, Pfizer “Innovating in a Corporate Environment: Creating the Conditions for Breakthrough Innovation” 3
  6. 6. Wearable technology has the potential to disrupt more than social media. TEN DPW INSIGHTS Sanskriti Thakur, Director, Marketing Innovation & Operations, Boehringer Ingelheim, “Consumerization of Healthcare: Novel Customer Interaces” Klick’s take: Empowering consumers with too much health information at their fingertips (and on their wrists) may result in an over-reliance of self-diagnosis and self-treatment, potentially distancing patients from their healthcare practitioners. What this means for you: Wearable technology and consumer-accessible health information is here to stay — companies must provide educational resources and actionable, “now what” messaging to consumers are setup for self-diagnosis success. Additionally, companies should partner with HCPs to integrate wearable technology as an extension of their practice, whether for ambient monitoring or value-add services such alerts, reminders, and HCP messaging. 4
  7. 7. Before: products were designed to solve problems. Today: products are designed for people. TEN DPW INSIGHTS Dr. Gautam Gulati, Chief Medical & Innovation Officer, SVP Product Management, Physicians Interactive “Experience Required: Why Customers Consume Experiences, Not Products” Klick’s take: Effective product design is rooted in context (making technology invisible, simplicity (facilitating a meaningful experience) and motivation (providing a sense of purpose). What this means for you: Product design principles should not be limited to wearable technology or a mobile app — they should extend across the digital marketing experience, including media, website, emails and social channels. Digital marketing strategy must consider context, simplicity and motivation across the entire consumer journey and not within individual channels, with user experience a key component. 5
  8. 8. When it comes to social media, move from a passive to active environment. TEN DPW INSIGHTS Nuvan Dassanaike, VP Global Integrated Marketing, Mylan Inc “Leveraging Social As Part Of The Integrated Marketing Mix” Klick’s take: Any social media plan must be grounded in clear and concise objectives and social purpose. Once the goals are established you need to configure your internal processes to handle the speed at which social moves. This can be challenging for groups more adept at building slow-changing properties such as websites but the value of social depends on timely engagement. What this means for you: Properly setting the groundwork and partnering with all key stakeholders (including medical, regulatory, and legal) will allow you to build a social media plan with patient value and purpose. 6
  9. 9. Unstructured data is a growing challenge for organizations to effectively monitor. TEN DPW INSIGHTS Siva Nadarajah, General Manager, Nexxus Social Media “Detecting and Managing Adverse Events in Social Media and Unstructured Data” Klick’s take: The growing number of unstructured data sources — including call centers, open- ended survey questions, post-call notes and company-sponsored social channels — requires organizations to consider enterprise adverse event monitoring solutions. What this means for you: Adverse event monitoring solutions require continuous human monitoring and reporting across all promotional teams — including sales, marketing and call centers — to effectively mitigate risk. Ongoing social listening, creation of a “promotional playbook” and implementation of an escalation workflow shows an organizational commitment to adverse events monitoring, enabling teams to easily report potential issues. 7
  10. 10. The FDA Social Guidance is (almost) here, and it’s better than we expected. Klick’s take: We were pleasantly surprised by the FDA’s position on UGC, space-limited channels, and correcting misinformation. The draft guidances make social a real possibility for pharma and biotech companies. What this means for you: The guidances are still in draft, so don’t act on them yet. Use this time to start exploring the new landscape, and planning for what may be possible. TEN DPW INSIGHTS Jay Goldman, Managing Director, Klick Health “First Round Draft Picks: Social Media Landscape Post Guidance” 8
  11. 11. YouTube continues to be the second most popular search engine. Klick’s take: With over three billion searches per month, pharma companies must have a defined YouTube strategy and presence, enabling consumers to find their brands easier. While this is not new information, changes to search engine algorithms and ranking factors mean that quality content is king. What this means for you: Don’t use YouTube to recycle old video content: think about SEO when creating video concepts and as you write descriptions and titles. Every change that Google makes to YouTube has the goal of making channels more social, with views, likes and comments shown of subscribers’ news feeds — channel engagement should be approached similar to Twitter or Facebook. TEN DPW INSIGHTS Marc Benjamin, Managing Partner, and Charles Davis, Inbound Marketing Strategy, Convergence Media “Pharma Search & Social in 2015: A Rebirth in Performance Marketing” 9
  12. 12. Insights don’t mean anything without action TEN DPW INSIGHTS 10 Klick’s take: The insights and ideas presented at this year’s Digital Pharma West were excellent and light the way for eager marketers who are desperate for some guidance. However, knowing that we can now take actions in a safe and effective manner does not translate into brand benefit without action. Start planning now for channels that can help your brands in 2015. What this means for you: Social channels take time to set up for pharmaceutical companies. There are stakeholders to get on board, presentations to be made, approvals to be acquired. Marketers who start now may be ready in early 2015 to roll out their channels. Overheard in the hallways and meeting halls “The in-person version of social”