What's Your Digital iQ

Putting technology and trends to work for healthcare marketing

Whitney Poma, Social Media Analyst wpoma

Health Is About Conversations

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Speaker:

Dr. Roni Zeiger brought a different perspective to the event as the Chief Health Strategist at Google, spoke of his frontline experience with health data and  how it is meaningless without conversations. The question that healthcare and pharma brands should be asking is how can technology facilitate the conversations that help us learn about health.

Stories are the reflection of our lives.
It’s how we learn and how we understand context.
We start our lives with stories.
Dr. Suess was the first doctor to many.
Parents tell stories to their kids.
Math teachers teach math by telling the numbers in a story.
Some of our best teachers are those that tell us the most colorful stories.

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Engaging Patients From Day 1: Using Insights To Design A Better Patient Experience

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Speaker:

Vlad Castillo is responsible for Patient and Digital Marketing at Bristol-Myers Squibb. In his current YERVOY brand marketing role, he has developed and executed Digital Strategies and Customer Experience Marketing (CEM) initiatives. Vlad’s experiences range from PLAVIX marketing to building and leading a center of excellence group dedicated to supporting direct and digital marketing programs across BMS. With fresh, bold innovative thinking, clear strategic vision, and a commitment to excellence, Vlad empowers his biopharma organization to embrace and succeed in the current and future fast-changing environment.

The traditional DTP/DTC model is now being questioned:

It’s no longer effective to just inform patients about their disease. Awareness alone no longer prompts them to take action. Castillo provides an analogous case study of The Matrix when Morpheus makes Neo aware that large leaps from building to building is possible. Neo tries, and fails. (See YouTube Clip)


In this case, awareness did not lead to a successful action

Castillo, however, suggests a new model:

Awareness –> Acceptance –> Action

Using this model, we know that we must increase the dialogue between patients, physicians, peers, and caregivers. From a digital perspective, this dialogue occurs in an ecosystem that consists of:

  • SEO
  • Email
  • Mobile
  • Website

For pharma, it is a difficult transition to this ‘new’ model. The key is to bring in external reinforcement from agencies that understand patients from an emotional perspective and are passionate about moving to the next level of communicating with patients.

They learned to move past their regular web analytics and understand how their high engagers were interacting with their digital properties

In tracking this type of new model, there are three levels of measurement:

1. Effectiveness of Media Referrals

  • Organic
  • Paid search
  • Direct
  • Referrals/other
  • HCP site referral

2. Content effectiveness: how much time are they spending on certain pages of your site relative to others?

3.  High engagement traffic: where do patients go once they’re on your site?

Top 5 take-aways:
1. Creating engagement begins at day 1.
2. Awareness alone is not enough. Acceptance must be generated.
3. Develop concepts, tactics and experiences that meet objectives and are driven by customer insights.
4. Execute insightful action efforts across platforms/campaigns.
5. Partner with an agency that’s as vested and passionate about patients as you are.

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Patient-Centric Physician Engagement Online

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Speaker:

Ron Gutman, is the founder and CEO of HealthTap, a leading Interactive Health company that’s transforming the way people and physicians find, share, and use personalized health information. Previously, Ron was the founder and CEO of Wellsphere, an online consumer health 2.0 company that developed the world’s largest community of health writers.

Where do patients go today when they have a problem?

  • 70% don’t have access to same day doctor visits and most want more time with their doctor during the visits they do get.

What do patients need?

  • Access
  • Personal care
  • Answered questions

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Inserting The Human Factor In Advanced Technology

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Speaker:

Tayla Miron-Shatz, a psychologist, is known for examining how people understand medical information, what makes them adhere to medications and how to best engage them in conscious health decisions. As we’ve learned over the past two days, technology is playing a greater role in many aspects of healthcare.

Think about what makes you use (and continue to use) anything digital when trying to answer the patient adherence question.

Angry birds, a popular online game, demonstrates a few reasons why people gravitate toward certain experiences:

  • It’s fun and easy
  • You gain a sense of immediate accomplishment
  • It’s engaging

But managing your health isn’t the same.

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The Real Healthcare Revolution: Where Are The Pitch Forks And Torches?

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Christopher M. Schroeder is a leading entrepreneur and investor in interactive technologies and social communications. He is Chief Executive Officer and Board Member of HealthCentral, the highest quality collection of condition and wellness-specific interactive experiences focused on people finding and sharing real-life experiences related to their health needs.

Chris discusses his biggest surprises since joining the healthcare industry which has prompted a cry for patients to more commonly use common sense. Read Full Entry

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