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.

Continue reading

Celebrate Rare Disease Day and Peer-to-Peer Healthcare

February 28th is Rare Disease Day , a day dedicated to raising awareness of the nearly 7,000 rare diseases affecting nearly 30 million Americans.  In other words, as many as one in ten Americans are suffering from a rare disease.

Globally, rare diseases affect more than 250 Million people. [Read more on FDA’s site for Rare Disease]  Find out how you can support Rare Disease awareness at NORD and EURORDIS

In the U.S., a rare disease is one that affects fewer than 200,000 people. This definition comes from the Orphan Drug Act of 1983 and is slightly different from the definition used in Europe.

Besides dealing with their specific medical problems, people with rare diseases struggle to get a proper diagnosis, find information, get treatment and to connect with others like themselves. As expected, the rarity of their conditions makes everything more difficult.

With the explosive growth of the internet and social media platforms, people with rare diseases are connecting at unprecedented rates.  Rare disease marketing is fast becoming the poster child for pharma’s version of long-tail marketing. Continue reading