This week is the annual TEDMED conference in San Diego. It’s where the world’s most creative minds meet healthcare’s most innovative science. Where public health meets personal care, and where today’s theory meets tomorrow’s technologies.
We’ve been watching the tweets and snippets from the floor of the conference and they’re inspiring a lot of great conversations around our hallways for how we could fundamentally improve healthcare – what are the barriers to take down, what has great promise, and what could we rethink – and recreate – to bring better health to more people:
“When we think ‘patient,’ we picture a person in a gown being shepherded through the system by healthcare authority figures. Newsflash: Patients are consumers–more demanding, more informed, more unified than ever before. Today, the physician’s opinion is only part of the decision. With less authority, we must find new ways to influence.” – Marcee Nelson, The Well
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Recently, I attended the Ad Age Digital West Conference in San Francisco. Needless to say, I was looking forward to the agenda and to learn and interact with our industry’s brightest. The agenda included leaders in digital marketing; Google+, Facebook, CBS Interactive, DreamWorks, Lady Gaga’s manager and many other really smart, highly active digital marketers. It was an appropriate mix of emerging and established digital companies whom shared and discussed trials, failures & successes.
Not surprising, the two major topics of the conference were social and mobile. Read Full Entry
There has long been debate over pharma brands and their participation (or hesitation to join) in the social media space. But, today, we’re seeing more and more brands choosing to connect with consumers where they are already interacting online. So, we asked: Exactly how many pharma companies are embracing social media and how are they doing so?
In partnership with Jonathan Richman, iQ has utilized the Dose of Digital Social Media Wiki to create a mosaic of the social media profiles of each pharma brand participating in the 265 active campaigns to date in 2011. Look closely to identify individual brands and the networks they have chosen to participate on.
(Click to Enlarge & Save)
FICO, the developer of the popular FICO Credit Score, has created a new score for use in the healthcare and pharma industry to determine the likelihood that an individual will be adherent to a prescription.
The FICO Medication Adherence Score
The introduction of the adherence score has the potential to be an effective tool for patients, healthcare providers, insurers and pharmaceutical companies and their marketers to help create better prescription programs or intervention models to help patients become more adherent. With adherence being a $290 billion problem in the United States, effective use of the FICO Medication Adherence Score has the potential to significantly reduce health care costs.
There are three different models worth considering:
- Direct
- Proxy
- Hosted Transformation
Direct Model
Mobile website is a different presentation layer on existing website.
Pros:
- Self-contained
- Single content source
Cons:
- Tightly integrated future-proofing
- Inefficient for multiple websites
Proxy Model
Mobile traffic is pushed through a third party infrastructure.
Pros:
- Decoupled future-proofing allows use to make changes without affecting your desktop website
Cons:
- Possible content duplication
- Dependency on proxy infrastructure
- Security and patient privacy can be an issue
Hosted Transformation Model
Mobile transformation injected on the fly. The code is shipped off to a third party and is returned as mobile content.
Pros:
- Single content source
- Decouple future-proofing
- Degrade gracefully
- Supports multiple sites
Con:
- Difficult to achieve for older mobile platforms
There are also many important considerations for maintaining a mobile web presence. These should be included in the initial planning and considered throughout the life of the mobile program:
Phase-ins: Supporting new platforms and versions
Phase-outs: Planning termination of support for platforms and versions
Testing and QA: Covering enough of the market
Multiple Asset Creation: SVG vs. raster images
