Some Of The Best 2011 Pharma Blogs: Marketing – Social Media – ePatients

Here are but a few of the many thoughtful blogs and predictions written in 2011 covering pharma marketing, social media and ePatient happenings…

Some Of The Best 2011 Pharma Blogs: Marketing - Social Media - ePatientsphoto: Traveling Content

But remember…
 “It wouldn’t be New Year’s if I didn’t have regrets.” -William Thomas

What did you learn this year?

What will you do differently in 2012?

Enjoy…and wishing you all a most joyous, healthy and prosperous new year!

Pharma Marketing and #fdasm

AZ Heatlh Connections:  FDA Issues Social Media GuidanceReal World Challenges to Communicating Real World Experience
Back of the Book:  Is Your Brand Healthy and Thriving? Complementary eBook
ePharma Rx: Social Media Posts That Keep Pharma Up at Night
exl Digital Pharma Blog: Transform or Be Transformed: Digital Pharma East Day 2 Wrap-up

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Pharma: What is your ‘Healthprint’?

Pharma: What is your 'Healthprint'?The recent release of Edelman’s Health Barometer 2011, continues to demonstrate how consumers are redefining what health means to them and their expectations for greater support by key constituents in their lives, including business and government.

Here are some of the key takeaways from the 2011 Health Barometer global study as presented  Thursday.  Or you can also read Richard Edelman’s Post: Social comes to health or Jane Sarasohn-Kahn’s post:  Health is a team sport.

  • 80% define health beyond being disease free.
  • Lifestyle and nutrition are among the top factors that we most control and most impact our health.  When thinking about their lifestyle and nutrition, friends and family are key to shaping our health.
  • The knowledge-action gap in health continues…Consumers know what behaviors they should avoid, but don’t.  Further, while 62% report having tried to change a negative behavior, 50% were not able to sustain their change.  The top three reasons are: enjoyment of the negative behavior, addition or dependency and did not experience benefits soon enough.  Living in a society where immediacy is king and 24/7 the growing norm, I would venture that “not seeing benefits soon enough” is probably understated! Continue reading

Inciting Patient Engagement and Action: Is MY cancer different?

We are intrigued by the launch of Is My Cancer Different?  and its potential impact on both patients and the business.

Is My Cancer Different? is an unbranded educational website that promotes a movement of sharing, with the intent of prompting patient dialog with their oncologist.  The simple -but compelling- question is designed to raise awareness that each person’s cancer is different and to get patients to ask their oncologist to see if their cancer might respond to a more individualized cancer treatment.

You can click on the image below to visit the Is My Cancer Different? website and learn more from their numerous- but simple -patient and physician testimonial videos.

The site supports Clarient, a GE Health Company’s new molecular test that may help doctors identify which treatment can best target a person’s particular breast cancer.  Interestingly, Clarient chose to share the official website launch during the 2011 Social Health Summit #SXSH  that we attended, along with many other pharma/healthcare social media enthusiasts, ePatients, and Patient Opinion Leaders (POLs). [Be sure to read Shwen Gwee’s recap: The 6 P’s of Healthcare] Continue reading

Pharma: Are You Ready To Optimize Your Digital Strategy NOW?

Here is my recent presentation, Digital Strategy in the NOW Economy: Proactive and Real-time as presented at The Social Media in Pharma Online Summit Conference.  While this digital strategy presentation is geared to Pharma and Healthcare, it is quite relevant for all marketers with an eye to reconsidering their digital approach in the NOW Economy which demands both new skills and changes in our marketing mindset.

Slide Content Overview:

  • The NOW Economy Demands…
  • Kick-Ass Digital Brand Strategy- It’s not about technology. It is about creating opportunities for the brand/company to build deeper relationships. Digital strategy must integrate into the brand strategy and strengthen the brand’s core promise.
  • Creating and Leveraging a Digital Brand Strategy requires new skills and a discipled, fluid process. Follow these six steps to greater success.
  • Five Imperatives to Boost Your Digital IQ- Concentrate your learning on these five critical success factors for today’s marketplace, starting with 1) designing content strategy, 2) delivering ‘perfect fit’, 3) thinking digital ecosystem, 4) fostering community and 5) getting over ‘lack of control’. Are there are others that you might suggest?
  • Go. Initiate. Enchant.- Health is Social- Try something new!

The challenges of INTEGRATION and how to best keep the brand’s core promise front and center appear to be top-of-mind to Pharma right now.

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Patients Beware: 1 out of 3 Subject To Hospital Error

Medical errors are one of the Nation’s leading causes of death and injury—the famed 1999 Institute of Medicine (IOM) study, To Err Is Human, estimated that avoidable medical errors contributed to 44,000–98,000 deaths at US hospitals annually.  Using the lower estimate,this suggests that more people die from medical errors than from fatal car crashes, breast or pancreatic cancer, or HIV/AIDS.

In November 2010, The Department of Health and Human Services (HHS) Office of Inspector General found that in  1 in 7 (13.5%) Medicare admissions experienced adverse events during their hospital stays. Further, for 1 in 70 Medicare admissions, the patient experienced an event that contributed to their deaths, which projects to 15,000 patients a month.  And that’s just Medicare!  (Sadly, Physician reviewers determined that over 40% were preventable. )

Also in November, an article in the New England Journal of Medicine NEJM reported on the first large study in a decade to analyze harm from medical care and to track it over time.  The study, conducted from 2002-2007 in 10 North Carolina hospitals, found that harm to patients was common and the number of incidents did not decrease over time.  The most common problems were complications from procedures or drugs and hospital-acquired infections.  The Harvard Medical School authors focused on North Carolina because its hospitals, compared with those in most states, have been more involved in programs to improve patient safety. [NYT Article]

So despite JAMA’s 2008 protest article suggesting that the medical error numbers were exaggerated, it appears that the situation is much worse than To Err is Human suggested. [Alternatively, an investigation by the Hearst media corporation, estimated preventable medical mistakes and infections to be responsible for about 200,000 deaths in the U.S. each year.]

The bottom line, patients have a basic expectation when they receive health care… that they will not be ‘harmed’ in the process…BUT hospitals can be dangerous.  Even good, hardworking people can (and do) make mistakes.  E-patients must be aware and engaged in everything that happens in the hospital. .. Your second set of eyes can make quite a difference. Continue reading

TV Isn’t Dead. Social Media Is Over-Hyped. Highlights From DTCN2011

Here are six themes that I took away from this year’s DTC National Conference, which took place in Boston April 6-8, 2011.  You can also read the tweets from #DTCN2011, Wendy Blackburn’s recap of Day 1, or take in the video interviews  by Pixels & Pills.

1.       Everybody has a story…Major life ‘events’ are what catapult a person, patient or caregiver to step into an active e-patient and patient advocate role. Myrtle Potter’s near tragic medical event is leading her down the patient advocate path and focusing her efforts behind improving patient literacy and engagement.

At WEGO Health , they say that each health activist has a unique story.  However, they become a health activist when they are talking about health every day and offering support and advice to others online—to the tune of  an average online audience of more than 15,000 every month. Continue reading

Keep Your Brand Healthy And Thriving: Complimentary eBook

With 2011 galloping along and 2012 planning just around the corner, we’re excited to share our Brand Champion Health Check  — a complimentary eBook designed to help marketers and business leads assess their company and brand’s health, and to consider what actions will power successful growth.

While the eBook centers on the Pharma and healthcare industry, it is also highly relevant to any consumer brand.

Champions know that staying in top health is critical and that early detection is key to avoiding costly down time and poor performance – can even mean the difference for survival. However, unlike the many patient health screens available or the ease by which consumers can go for their annual physical, marketers do not have ready access to a thoughtful, comprehensive health check-up.

The Brand Champion Health Check screens three parameters

 

 

 

 

 

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Diabetes Alert Day: Secrets from a Health Coach and Competitive Power Lifter!

March 22 kicks off ADA’s Diabetes Alert Day, a one-day “wake-up” call asking the American public to take the Diabetes Risk Test to find out if they are at risk for developing Type 2 diabetes. Diabetes Alert Day kicks off ADA’s “Join the Million Challenge,” which runs through April 22 with the goal of rallying ONE MILLION people to take the Diabetes Risk Test.  

 In honor of Diabetes Alert Day, and my Dad who lived with Type 2 diabetes, I want to introduce Ginger Vieira, a health coach, writer, and diabetes expert at  www.Living-in-progress.com and author of her new book “Your Diabetes Science Experiment.” She’s lived with Type 1 diabetes and Celiac disease for 12 years. As an avid athlete, Ginger has set 15 records in drug-tested powerlifting with her best lifts being a 190 lb bench press, 265 lb squat, and a 308 lb deadlift.

I was introduced to Ginger by Loretta Jamar [@nurseloretta] because Ginger acted as a health coach to her teenage son struggling with his new diagnosis of diabetes.  He found Ginger’s YouTube videos much more interesting and helpful than the typical doctor or mommy “speak”!

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Pharma Marketers: 6 Key Skills Every Brand Champion Will Possess

In our ever-changing media landscape, coupled with increasingly powerful ePatient communities, a demand for new standards has arisen.  As a result, Pharma [and in reality all marketers] must accelerate their skills in six key areas to separate their marketing communications, and become brand champions. 

Read the full article in DTC Perspectives March 2011: Tough Demands to Galvanize Marketing Communications: 2011 Brand Champions Will Possess Six Key Skills.

Every marketer knows that spurring brand and patient success requires building on wisdom from the past, while honing new abilities to educate, motivate and converse with patients and their families.  Savvy marketers know that the 4P’s – also renamed SIVA [Solution, Information, Value, Access] to provide greater customer focus- have never been more critical.  In addition, 2011 brand champions are challenged to create Michael Porter’s “shared value”, accelerating skills in six areas:

  1. Dynamic listening and action, real-time. Astute marketers take dynamic listening seriously- they know who to listen to, where to listen, what’s most important to take note of, and are eminently geared to take action by responding nimbly to new learning.  Champion marketers know that listening without action is as dangerous as acting without listening. Continue reading

Seven Life Or Death Lessons from e-Patient Dave.

Reading “Laugh, Sing and Eat Like a Pig” is like having a long, wonderful chat, and even a few chuckles, with e-Patient Dave himself.

This is Dave’s story, not only of surviving stage-IV cancer, but of the birth of a cancer survivor now focused on opening the world’s eyes to what is being called “participatory medicine”.  Patients who are—Empowered, Engaged, Equipped, Enabled, Educated—acting as effective partners with their clinicians.

“Participatory Medicine is a movement in which networked patients shift from being mere passengers to responsible drivers of their health, and in which providers encourage and value them as full partners.”

-Society for Participatory Medicine, April 2010

 

Seven Life or Death Lessons from e-Patient Dave’s story:

  1. Lesson 1:  It’s up to each one of us. We have a choice. It’s our responsibility to know and accept a certain measure of responsibility for our individual recovery from disease and disability…
  2. Lesson 2:  When your instincts say to scram, scam.  Or if  your doctor  thinks your feelings are your problem, you might want to find someone else — Net, It’s worth traveling far to find a doctor you work well with— We are each responsible for  our choice of doctors.  Make it a conscious decision. Continue reading