What's Your Digital iQ

Putting technology and trends to work for healthcare marketing

Shareworthy: Oncologist restrict sales reps, fastest growing digital health companies, and medical apps

Friday Links

Oncologists Restrict Pharmaceutical Sales Reps Access at Accelerating Rates

According to a spring study by AccessMonitor, about 61% of oncologists have placed some type of restriction on visits from pharma sales reps. This makes oncologist by far the most restrictive across 20 of the most common specialists. With oncology as the fastest-growing speciality area in the world and a multitude of new oncology drugs coming to market, sales reps will be facing an ever more challenging sales environment.

iQ has developed some interesting ways to be more accommodating to physicians, check out our sales rep prototypes for more information.

Five of the Fastest Growing Digital Health Companies

One of our favorite bloggers, Brian Dolan of mobihealthnews took note of an interesting observation in this year’s Inc. Magazine Fastest Growing Private Companies…a handful of digital health companies made their way into the top 5,000. Those companies include:

  1. Vitals.com
  2. iSirona
  3. GlobalMed
  4. Patient Conversation Media
  5. Forward Health

Medical Apps: The Next Generation

Fifteen years ago, remembers Dr. Kenny Lin, his med school days consisted of “fat textbooks sitting on office bookshelves or smaller, spiral bound references stuffed into the bulging pockets of [his] lab coat.” Today, smartphone apps have become the go-to source for medical reference. Medical students (and doctors alike) are able to use apps for drug references, disease-risk calculations and looking up clinical guidelines at the swipe of a finger. Dr. Lin goes on to speak about the advantages and disadvantages of these technologies and what we can expect in the near future.

Survey: Physicians Trust Mobile Content More than Nurses Do

Just as we started talking about apps in the article above, come to find out not every clinician is as confident as other when it comes to mobile content. While doctors (nearly 70%) believe that mobile apps are a credible source for medical information, nurses are as enthusiastic. Only 46% of nurses surveyed believe they are credible sources of information. For perspective, pharmacists fell in the middle at 61%.

Health Care Social Media Review – A Blog Carnival

Health Care Social Media Review is a blog carnival for everyone interested in health care social media. For those not familiar with a blog carnival, it is intended for dozens of people to showcase their posts in one spot. The HCSMR blog carnival features posts about health care social media use, best practices, guides, resources, case studies, experiences, new techniques and technologies and new social media communities and tools.

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Shareworthy: Videos to harness physician expertise, insurers using WellDoc, physicians being overwhelmed with sales calls

Friday Links

Clear.md – Using Video to Harness Physician Expertise

A Minnesota-based startup has created a platform that allows doctors to create their own short videos for to share with fellow physicians on the platform. For physicians who join the platform, Clear.md sends a small starter kit to the physicians with a tripod, green screen and an adaptor for an iPad or iPhone. In minutes, docs can create their own videos from their knowledge and expertise.

Report: Two Insurers to Pay $100 Monthly Fee for WellDoc

Highlighted in a recent report from The New York Times, it appears that two (unnamed) insurers have agreed to cover the $100 a month fee for patients to use WellDoc’s DiabetesManager. Earlier this year, the WellDoc tool has been granted clearance from the FDA to operate as a medical device. The insurers have agreed to start reimbursing patients whose doctors prescribe the tool in 2013.

2015: Medical Apps to Generate $46.6 Million in Brazil

Our colleagues at MobiHealthNews are citing a report from Frost & Sullivan that is naming the Brazillian economy as the 2nd fastest growing economy in the world (behind China) and that it extends to the Health IT market. Last year, the Brazillian Health IT market generated $410 million and is expected to reach $714 million by 2015. While most of that growth is generated by electronic medical records and hospital information systems, the market for health apps is also growing.

Physicians Overwhelmed with Sales Calls

We’ve all heard about the decline of the US pharma salesforce over the last few years, physicians are reporting that they are still receiving a significant amout of details. In fact, a typical physician receives more than 240 details per year. But the promotional pressure isn’t spread evenly across specialty levels. Internist are taking on the blunt of the calls with pharmacists receiving far less than any other specialty.

How I Handle Medical Questions on Social Sites

Dr. Bryan Vartabedian (or @doctor_v on the web) receives messages from his colleagues about how he handles medical questions on social media networks like Facebook and Twitter. Dr. Vartabedian provided his philosophy on responding to questions and how it’s different (and sometimes not) on the web and then outlined how he specifically answers these types of questions.

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Status Meeting Shareworthy

iQ innovation lab of GSW Worldwide

Each Monday, the iQ team gathers around our comfy couches, we shut our laptops, silence our iPhones, and talk about all the fun things we accomplished last week and what’s ahead for this week. At the end, we go around the room and each share interesting things we think the group should keep on their radar.

Ben Harben: “Here’s a magical new way to share your iPhone photos on a different screen.”

Just today, the people from Scalado released a new photo app called PhotoBeamer that allows an iPhone user to “beam” their photos from their phone to any Internet enabled device and then control the slideshow from their own iPhone. Check out this pretty awesome promo video to see all the ways Scalado could be used.

Tyler DurbinTyler Durbin: “Another great example of mHealth’s potential to produce positive health outcomes.”

The Mobile Alliance for Maternal Action (MAMA), a public-private partnership by the US Agency for International Development, Johnson & Johnson, Baby Center, mHealth Alliance and the United Nations Foundation, is helping correct a very serious health challenge…providing new and expectant mothers that live in countries with high maternal and infant mortality rates with vital (and free) information directly to their cellphones. Learn more from Mashable how the partnership and how they are developing text messages that are saving lives.

Jude Divierte: “Skin gun. Sounds crazy but it can saves lives.”

The Skin Gun is promising to be change the way severe burn victims are treated. Using a combination healthy skin cells and stem cells, the gun cultures the cells in a liquid bath and is then sprayed onto severe burns. Second and 3rd degree burns can typically take weeks to heal leaving the victim susceptible to infection, but with the gun, burns are healing within days. National Geographic is airing a feature on May 31st but has a preview of it on the video section of their website.

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Status Meeting Shareworthy

iQ innovation lab of GSW Worldwide

Each Monday, the iQ team gathers around our comfy couches, we shut our laptops, silence our iPhones, and talk about all the fun things we accomplished last week and what’s ahead for this week. At the end, we go around the room and each share interesting things we think the group should keep on their radar.

Tyler DurbinTyler Durbin: “Here are two books I added to my reading list this week…you should too!”

The Innovator’s Prescription by Harvard Business School’s Clayton Christensen presents us with a in-depth look at how disruptive innovation can improve healthcare and make it more affordable for Americans.

The Most Human Human gives us a peek at how computers are reshaping humanity. The book starts with the Turing Test, an annual competition that puts artificial intelligence programs up against people to determine whether computers can “think”.

Chia-Hao Chang: “Did you guys see the latest from the Microsoft MirageTable? Kinda crazy…”

Last week the world got a taste of Microsoft Research’s latest project the MirageTable, the next evolution of virtual human interaction. The MirageTable uses a a Kinect, 3D glasses, ceiling-mounted 3D projector, and a curved surface to create a 3-dimensional image of a person sitting across the table from you. To get your own look, check out this article from Engadget.

Mike Bender: “Here might be something even better than the Kinect!”

This week we heard from Leap Motion and their new 3D hands-free motion control program. It’s impressive and you have to see it with your own eyes. Here’s an article from CNET that includes a video demonstration.

Leigh Householder: “Here’s some proof that there is a market of engaged healthcare consumers.”

Have you seen Simplee yet? It’s basically a Mint-like platform for keeping track of your healthcare expenses and paying them online. Sounds nice, right? Well, a venture capital firm thought so, too. The Social+Capital Partnership recently provided $6 million in Series A funding.

Ben Harben: “Google Glasses are apparently not all they were hyped to be…bummer”

There seems to have been a design change for Google Glasses. Gone (for now) is the idea that a person could have virtual alerts pop all over a their view of the world. Instead, the glasses are now slated to provide “small snippets of information based on a user’s general location and direction.”

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What We’re Reading in iQ

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Prescribable Mobile Apps Huge Threat for Pharma | Forbes

Dave Chase, CEO of Avado.com, a patient portal and relationship management software company, is a regular contributor to Forbes.com and this week he shared his thoughts on why he believes Pharma is in trouble with the proliferation of mobile health apps. Dave’s concern is that with evidence of improving health outcomes, mobile health apps will become a physician’s preferred prescription.

Do you think mHealth apps will begin replacing prescriptions?

5 Health Innovations to Keep Your Eye On | Brand Liberators @ GSW

iQ published a piece over at GSW’s blog, BrandLiberators.com, highlighting 5 new ideas to improve health outcomes using technology. From new social networks, video games to health systems in your car, these ideas are leading healthcare marketers into a new paradigm. We don’t know if any of these will become the next great health breakthrough, but we do know they are paving the way to more intuitive and engaging healthcare.

Mobile: The Device Powering the Next Big Evolution of Human Health Behavior | PharmaPhorum

iQ’s Leigh Householder stopped by PharmaPhorum this week discuss whether mobile is a device, channel or a behavior. It seems that it is a combination of each. Leigh’s perspective, “it’s all those things: mobile represents cultural evolution at the complex intersection of technology, expectation and interaction.”

Improving the Doctor-Patient Relationship | MediaDoc

This article by Dr. Mike Robie, highlights 3 (really) simple goals physicians should set when communicating with patients:

1) Educate

2) Inform

3) Remind

In iQ, we couldn’t agree more so we’ve been prototyping with several solutions that we think could help physicians. Check out our Experiments Section for some of our latest prototypes.

A Look at Social Media in Healthcare — Two Years Later | iHealthBeat

Two years ago, iHealthBeat published a perspective on healthcare in the social media space. Today, they are revisiting the predictions and highlight what is ahead. Ironically, in this social media perspective, mobile leads the predictions for the evolution of healthcare communication.


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