Category Archives: HCP Engagement

indian-pharma-digital-health-report-2015

Why The Indian Pharma Digital Health Report 2015?

By | Brand development, Business advice, Digital Marketing, Digital Pharma, HCP Engagement, Healthcare, Pharmaceutical | No Comments

The Healthcare and Pharmaceuticals industry in India is on an 8 word high!
E-V-O-L-V-I-N-G.

Yes even as you read this report, more informed Patients, technology savvy HCP’s and digitally empowered Medical Representatives are Evolving!

In the age of quantified self, Indian patients and HCPs are exhibiting an expectations market, and with the advent of digital health, big data and dialogue exchange; Indian pharmaceuticals cannot afford to stay behind the curve.

India has recently evolved as one of the biggest and fastest digital consumer base in the world, and healthcare is one of the top search topics across geographies.

With The Indian Pharma Digital Health Report 2015, we have strived to map out the ‘Digital Health’ of Pharmaceuticals Industry, help them identify the loopholes, design a roadmap and help them incorporate digital medium in part of the decision making process.

We have surveyed performance over a period of 2 weeks (22nd May-5th June2015) across 10 key parameter of:

  • Website
  • Apps

 

Social Media platforms

  • LinkedIn
  • Twitter
  • Facebook
  • YouTube
  • Google+
  • Instagram
  • Pinterest
  • SlideShare
  • Blogger
  • Vine

 

Basis the ranking the companies have been segregated in key buckets of Digital Primes, Aspirants and Onlookers.

We have found 9 Digital Primes, 18 Aspirants and 13 Onlookers.
What has emerged as a pattern in the report findings is; “Presence Vs Engagement”, i.e while pharmaceutical companies in India are present or registered on most social media platforms, they are holding back on actively engaging with stakeholders.

While the consumer market of patients and HCPs is ready for embracing an inflow of information from the healthcare and pharmaceutical players, the companies are still reluctant to use the digital platforms proactively.

Unlike other industries, pharma has been a late entrant to reap the benefits of the digital space but over the past few years, some of the pharma companies are making conscious effort to work towards comprehensive patient care and are up on the ladder to become a patient centric entity rather than a molecule promoting arm.

Pharmaceutical companies are now actively participating in building engaging relationship with the brand or spreading product/disease awareness communication and we strongly believe that a well crafted and a smart communication strategy aimed at engaging consumers and other healthcare stakeholders, within the regulatory framework ultimately enhances brand and company reputation.

As responsible pharma communicators, it is our duty to drive the industries digital engagements and that’s why here we come with a succinct summary of our learning about digital media in the pharmaceutical sector. These are the key takeaways that can serve as a guide to pharma companies going digital!

Three-possible-avenuesof-Social-Media-for-Pharma-Marketers

Three possible avenues of Social Media for Pharma Marketers!

By | Digital Marketing, Digital Pharma, HCP Engagement, Healthcare, Pharmaceutical | No Comments

Through my past few client interactions one thing which clearly came out was Pharma marketers apprehensiveness in embracing social media and that was certainly because of the strict regulations that govern these outlets. Hence the challenge lies in finding a mid-way and the safest avenues to maneuver these platforms.

So listed below are three empirical ways through which pharmaceutical companies can leverage social media sites while adhering to government regulations.

  1. Focus on content and aim to become an industry leader

    It has been observed that patients prefer to stay away from pharmaceutical companies who posts medical jargon on their social media sites. What sounds them more assuring and logical is reading other patient stories online hence, recognizing that consumers rely on the experience of others when making decision, pharma companies should use social profiles to share interesting and relevant articles that customers can use and appreciate. Therefore, arobust content marketing strategy can help pharmaceutical manufacturers become industry leaders, which in turn results in greater brand awareness and loyalty because online patient stories are more relatable and accessible to more people. These stories act as virtual word-of-mouth!

  1. Get more creative: use pictures and videos to communicate

    A study found thatPeople remember 80% of what they see and do, 20% of what they read and 10% of what they hear.Hence, Pharma marketers should include varied content formats to communicate with their stakeholders. Interesting videos and the use of eye-catching photographs on Twitter and Facebook would definitely lead to high engagement and readability amongst patient communities, support groups etc. These videos could be on patient’s treatment or recovery experience, or it could be Doctors videos on important topics like healthy lifestyle and treatment compliance.

  1. The Power of Online Patient Communities

    Social media enables people to be better health consumers by giving them peers’ views on health products and services.People are increasingly going online to seek patients like themselves, as well as friends and family online, for clinical and emotional support in dealing with their health or a remedy for an everyday health issue. A number of pharmaceutical companies have found success on social media platforms by creating communities focused around medical conditions and holding informational question and answer sessions.

Gamification

Gamification

By | Digital Marketing, Digital Pharma, HCP Engagement, Healthcare, Pharmaceutical | No Comments

Decoding Gamification!

Ever wondered why we love playing games??

We play games because we experience emotions that are closely related to the main factors of happiness

Especially because games involve so many entertaining and amusing elements that in many ways ful-fills our very basic motivations

Hence that’s why we tend to enjoy and connect better whenever we are made to perform, learn and understand things in a fun way.

We have seen how gamification of learning has made education more meaningful and engaging. Students feel motivated to learn by using video game design and game elements in learning environments.

But is this kind of strategy a valid marketing option for the pharmaceutical industry?

I say yes, because of the current advancements in technology and, in particular, mobile technology have allowed for the explosion of a variety of gamification initiatives in many contexts. Some of these contexts include mobile and web applications and tools that reward and broadcast healthy eating, drinking, and exercise habits, such as Fitocracy, BACtrack and Fitbit.

Gamification has got a critical role to play in Pharmaceutical and Healthcare sector, especially in compliance, building awareness and encouraging patients to take initiative towards a healthy lifestyle.

It can also play a crucial role in research with sales reps, internal staff training and innovation. We could even involve websites for healthcare professionals (HCPs) and use game design principles to engage, educate and up-sell HCP’s

Few famous Examples of Gamification in Pharma Marketing:

Gamification in Pharma Marketing DTC

One of the good example of gamification in pharma marketing is GoMeals, a set of applications developed used by Sanofi-Aventis U.S. GoMeals is created for people living with diabetes and promotes Sanofi’s diabetes drug Apdira.

GoMeals-Application-for-Healthy-Living

GoMeals® Application for Healthy Living

The app, available on the web and for smartphones encourages users to make healthy choices with features for eating healthy, staying active and tracking blood glucose levels. GoMeals allows patients to see how their daily habits impact their diabetes. It also provides HCPs with the ability to see how their patient is actually doing. GoMeals uses game design elements providing users clear reports on “burnt calories”, intake from their meals, and glucose readings.

Gamification for CME

In the field of CME (Continuing Medical Education) gamification is seen as one of the ways to retain interest of the HCPs. One of the examples is Septris a web-based mobile application focused on Sepsis education. Created by Stanford University School of Medicine,  Septris may be used on iOS, Android and from desktop web browser. To achieve its learning objectives it introduces a game in which user is diagnosing and treating virtual “patients” while learning about Sepsis.

Gamification for Medicine training

Astrazeneca developed Go To Jupiter – a Game Based Learning Solution, which was used to teach  500 agents about a new medicine. Astrazeneca’s agents have to earn points to be the first to reach a Stadium (which represents the official launch event of the medicine and where agents, answering questions using a remote control, can earn new points to improve their game ranking). The objective of developing this game based learning solution was to teach 500 agents about a new medicine, keeping costs down hence boosting an effective voluntary e-learning system

In the web game, agents can get points by answering quiz and playing different mini-games focused on the features of a new product.

The success rate could be inferred by Astra Zeneca’s gamified medicine training getting 97% of their large network of agents to participate, with a 99% Completion Rate.

Gamification in Pharma Marketing: Way Forward!

Gamification in pharma marketing goes hand in hand with mHealth, and as mobile healthcare grows there will be more of game design elements in pharma marketing campaigns.

Current focus of pharma marketers is on gamification in direct to consumermarketing. Indeed gamification as a tactic can be very efficient in increasing patient compliance to the prescribed treatment.