Day 3 of ExL's Digital Pharma East Conference [#digpharm] focused exclusively on mobile and was co-chaired by Bob Allen, Director of Mobile and Social Media, AstraZeneca and Brendan Gallagher, SVP Emerging Technology and Channels, Digitas Health.
Speaking first was Bob Allen who offered up this definition of #mhealth: “the practice of medical and public health, supported by mobile devices.”
While a smaller turnout than the previous two days for the general digital conference, the Mobile health day was jam-packed with seven strong speakers who had lots to say about why Pharma needs to “Think Mobile First’ and how Pharma can best execute mHealth strategy:
To read the full article " Think Mobile. Think Small. 14 Mobile Musts From The Mobile Experts. ExL Digital Pharma East -Day 3 Mobile Wrap-Up" click here to go to ExL's Digital Pharma blog.
Loaded For Bear: Day 1- ExL Digital Pharma East Conference
Transform or be Transformed. ExL Digital Pharma East Conference- Day2
Med Ad News Pharmalive's YouTube Interview with Bob Allen at ExL Digital Pharma East Conference
Kevin Nalty's Mobile Workshop at ExL Digital Pharma East Conference- What's Next for Pharma in Mobile?
If I were allowed but one word to describe Day 2 of ExL's Digital Pharma East Conference #digpharm, it would have to be the urgent need for transformation—the need for Pharma Co's to work faster than ever to effect internal change and to jump start meeting current and evolving customer expectations.
Throughout both days actually, speakers talked about the industry having to move from brand marketing to customer marketing, to move on your own with change or risk getting moved by others… and creating your own ‘Kodak moment’ or worse yet becoming a dinosaur…
To read the full article "Transform Or Be Transformed. ExL Digital Pharma East Conference- Day 2 Wrap-up", click here to go to ExL's Digital Pharma blog.
Stay tuned for Day 3's Digital Pharma East- Mobile Day Wrap-up...
If you missed Day 1's Digital Pharma East Wrap-up, "Loaded for Bear", click here
Pharma, are you ready to leverage customer insights and closed loop marketing (CLM) in your iPad and mobile initiatives to help support customers?
To read the full article "Loaded For Bear: Day 1- ExL Digital Pharma East" click here to go to ExL's Digital Pharma blog.
Stay tuned for Day 2 and Mobile Marketing's Day 3 summaries...
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!
- Consistent with Pew Internet Research and other studies, regular use of tools, devices and apps for managing or tracking health are still used by the minority at 20%. And younger consumers, 18-30 years old, are most digitally engaged.
- Helping others is the primary trigger of health advocacy, but experiencing a significant life event or reading or hearing information in the news are also significant triggers.
- Interestingly, 31% of consumers reported spending less time with a friend because of their unhealthy behavior. That translates to some powerful influence that each and every one of us can exert [I also sincerely hope that my two teenagers are adopting this behavior :-)]
- Patients join experts (doctors, pharmacists, nurses, nutritionists) as credible sources while those ‘without any real skin in the game’ have very little.
- Similar to studies by Prevention and WEGO Health, commercial interest doesn’t automatically detract from credibility. Consumers largely appreciate the Pharma industry’s expertise and are happy to use good information when provided.
- Health is an imperative for business. In the US, 72% rated it important for business in general to improve or maintain the health of the public. Globally and in the US, there is still opportunity for business and government to improve their ‘healthprint’. And those companies that consumers think are effectively engaging in health, the research suggest that it will help to build trust, sales and recommendations.
In other words, as we continue to think about what health means to each of us personally and to our businesses, and to consider both our individual and company/brand’s ‘healthprint’, we are reminded…
Health and sustained behavior change is COMPLEX
Health is social
Health is a team sport
Health goes well beyond the absence of disease
Health is about the 4 P’s: Personal, People, Professional, and Public
…Health is more than selling pills.
...Health is both individual and at the same time influential and far reaching to others.
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]
During the conference, Is MY cancer different? received twitter support; following the conference, ePatient’s wrote blogs. Here are a few examples of the word of mouth generated over the last few weeks:
Blogs: Cancer Hawk , Diabetes in Spain, Chronic Babe, Where We Go Now, Aaron Outward, Stem Cell Transplant, Social Media Club
This campaign reflects many of the points we raised in our complementary eBook: 2011 Brand Champion Health Check.
- Are you working to deliver more personalized treatment, content and experiences? [pg. 8]
- Given smaller targets, how can you leverage existing social networks and dialog to online or virtual communities, to extend messaging to low incidence patient groups in a cost effective way? To create buzz? To enable 'peer-to-peer' healthcare? [pgs. 8-9]
- Are you speaking with a voice that reveals humanity—in a conversational tone, with personality, empathy and true emotions? Are your choice of words simple, using the language of your patients and caregivers? [pg. 10]
- Are you doing your part to stimulate patient learning and involvement; to encourage patients to be their own best advocates and health team partners? [ pg. 10]
- How can your brand help to encourage greater trust and dialog between doctors and their patients and families, to help improve patient outcomes? [pg. 15]
Is My Cancer Different? is a great example of brand champion leadership. They have committed to a challenge of 1 million shares in 1 million minutes. What do you think? Will they make it?
Feel free to join the movement and help spread the simple question that can make a huge difference in the fight against cancer. Follow @ismycancerdiff on twitter and/or facebook.
You can also learn more about the ePatient movement at epatients.net and join The Society of Participatory Medicine.