What's Your Digital iQ

Putting technology and trends to work for healthcare marketing

Shareworthy: DTC spending on the rise, GSK’s olympic social media campaign, J&J uses Twitter for patient support

Friday Links

DTC Spending in the US Market

Over at World of DTC Marketing they’ve uncovered some interesting trends in the DTC spending amongst the biggest pharma companies in the US. Pfizer has been a long-time leader in the segment but as recently as April, Lilly has over taken them. For a deeper look into the data and to see its effect on the prescribing intent of physicians head over to WorldofDTCMarketing.com.

Blue Cross Blue Shield MA to Mentor Healthbox Boston Startups

Looking for cutting edge trends in the healthcare space? Look no further than the startups developing new types of technologies and the funding and support they are receiving from investors. Blue Cross Blue Shield has even taken special note and is mentoring the next class of health-related startups coming out of Healthbox Boston.

How Johnson & Johnson Uses Twitter for Patient Support

According to @PharmaGuy they get an A+ for effort but a D- for sharing. Our friend John Mack shares an example of a great response by J&J to a customer complaint about a recurring problem with their Acuvue product. We agree the response was nicely executed and an example that other brands can look to as a way to implement a social media strategy. Stop over and see @PharmaGuy’s comments and commentary too.

GlaxoSmithCline Competes in Pharma Social Media for London 2012 Olympics

Keeping with new tactics used by pharma in the social media space, stop by EngagementStrategy.com to read about how GSK’s partnership role in the London 2012 games was leveraged by their marketing team in a major advertising campaign that included TV, print, outdoor, and (of course) digital. Another great example of how pharma brands are starting to embrace social media.

Why the Future of Physical Therapy Looks a Lot Like Pinterest

We’re always looking for new ways to help pharma brands connect with their most important stakeholders and provide them tools to create better health outcomes. Check this one out. A relatively new site called Postwire has built a following of personal trainers and PTs that are using the service to share customized content with their trainees. Spectacular idea!

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Google offers two great resources to help understand digital tendencies of physicians

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Thanks to a nice find from colleagues over at Ignite Health, we have been circulating a report published by Google and Manhattan Research around the office for several weeks now. We all know that the adoption of digital tools have naturally progressed upward for several years now. But thanks to Google and Manhattan we now have a deeper look into the types of tools physicians are using online.

With results from over 500 practicing physicians, this report provides a complete who, what, when and why. Check out the full report over at Think With Google.

Want a synopsis of the 40 page report? Google took the initiative to provide us with an infographic summarizing the results.

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AT&T’s location-based messaging could be a huge step forward for adherence and healthy support

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A few years ago, iQ developed a prototype called iQ.2Do. The idea was based on a simple premise: We rarely live up to the promises we make in the doctors office.

Our industry calls that an adherence issue – in fact, some call it the biggest health care crisis of our time. Roughly half of us discontinue therapy within the first six months – that’s true even for life-changing drugs.

The thing is, in real life, it’s not always an intentional decision to quit. It can be as simple as forgetting to get that next refill.

So we asked: What if you could be reminded to refill when it was actually convenient? We’d use geolocation and pharmacy records to deliver a reminder message when it was most relevant – that is when you’re out and about, near the pharmacy, and in need of a refill. You can check out a video overview of the idea here.

AT&T’s Donde could make just that kind of location-relevant support both easy and personal. Donde was created in AT&T’s labs out of a desire to find a better value between the connection of messages and location. Researchers realized a note with location association would mean users could get the message just when they needed it — which is often at a particular location or point in time. This way messages don’t get buried in an inbox.

Think of the possibilities in real life - what if you received your spouse’s message to pick up a gallon of milk when you pulled up to the grocery store? Chances are you would remember to buy the requested gallon of milk better than if you had received the message earlier that day.

And in health care – what if you received a message from your nurse practitioner to refill a prescription and pick up the ingredients to a healthy recipe right as you pulled into a similar grocery story? What about a supportive message from your doctor right before you start physical therapy? Or even a planned moment of intervention when you drive up to that McDonald’s drive thru?

Donde is coming to a consumer market trial soon. Its initial functionality will let users compose a message, associate a location, whether current or searchable, and then send the message for delivery at the time the recipient reaches a particular geographic location. Hear more from the innovator, Gerald Karam.

AT&T (or Gerald) – if you’re reading, we’ve got 10 BETA testers right here ready to sign up. Love this idea!

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Good deals on great conferences

Pharma Conference

This fall, the team at iQ will be speaking at two of our industry’s top conferences – the critically-acclaimed Digital Pharma East and the emerging powerhouse eDTC Revolution.

Please join us! Below are exclusive discount codes for both conferences and an overview of what we’ll be talking about on stage.

The eDTC Revolution

Marketing to the Digital Consumer

September 13 – 14

Washington DC

Our keynote:

Health Lab: How America’s most highly regulated industry became its biggest source of innovation

A slew of trends – from an economy of over choice to a global tide of rapid commoditization – have created a new demand in American industry: Innovate now. In banking, retail, automotive, packaged goods, leaders of every discipline are charged with nothing less than finding what’s next – and finding it first.

They might find inspiration in an unexpected place: health care. This massive industry—with its call centers of payers, legions of frontline workers, and pages of fine print—is the unexpected home of a seemingly endless flow of life- and world-changing innovation.  From using gaming to model better cancer diagnoses to crowdsourcing the largest data set of medical information in the world, to pharmaceuticals that have dramatically improved average life expectancies around the world, better health is run on innovation.

At the core of health care’s approach to evolution and revolution are five principles that can be leveraged by almost any team: Start at the interaction, give up authority, empower the front line, test in public, be solution seekers. In this talk, we dig into each principle by looking at examples of their impact and their potential for shifting how we all think about change.

Your exclusive WYDiQ discount code: HOUSEHOLDER

Register to attend here: www.dtcperspectives.com/edtc-revolution-register or by phone (Debra Sander, Registration Coordinator at 973-239-2051 x221)

6th Annual Digital Pharma East

October 15 – 18

Philadelphia, PA

Our talk:

Power shift to the patient: Marketing in a post-Rx marketplace

Over the last few years, terms like patient-centric marketing and adding value beyond the pill have become immensely popular in the board rooms of leading pharma innovators. These concepts aren’t just about the tools we provide; they’re about a fundamental shift pharmaceutical marketers are trying to effect. One that moves us from primarily pre-Rx marketing (education, awareness, relationship building) to largely post-Rx engagement (support, adherence, clinical management). That means completely rethinking what a marketing solution looks like – from what we can say to what we can do; from what people can read to what they can use. In this presentation, we’ll explore the new best practices:

  • Learn about the big trends driving this shift
  • Understand the new principles of post-Rx marketing
  • See how the most effective solutions happen at the intersection of digital innovation and service thinking
  • Go deep inside industry-leading solutions

Your exclusive WYDiQ discount code: C125GSW

Register to attend here: http://www.digitalpharmaseries.com/east/

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People want more online health options, but aren’t willing to sacrifice personal interactions

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Most of us (90%) would like be able to make a doctor’s appointment and check lab results online, but that doesn’t mean we’re confident navigating our health alone. In fact, 85% of us want the option of being able to talk to our physician face-to-face.

This convenience-connection dynamic was uncovered in a 2012 study conducted by Accenture called “Is healthcare self-service online enough to satisfy patients?” The short answer is no. In part because of preference and in part because of education. Below are some of the highlights.

We want more health care convenience:

One barrier to finding the right balance is even knowing what’s available. Doctors aren’t necessarily showing patients the way to these types of services – even when they are available.

According to the study, nearly half of patients (46%) are not even aware if their health records are available electronically. Another third (33%) did not know whether their doctor offered e-services such as bill pay, electronic reminders and lab results them online.

As interesting as the study was, so were the responses, including this indictment of developers by former hospital exec Steve Wilkins over at @kevinmd’s blog. He calls the promise of most health information technology and apps unfilled – largely because designers and developers of tools don’t understand the way both patients and physicians use these interactions. His top three things he wishes we all knew better:

  • From the get go, health and health care delivery has been about the relationships between people starting with the physician-patient relationship.
  • The most important diagnostic tool a physician has at their disposal is not a smart phone, but their ability to talk with and observe patients verbal and non-verbal behavior.
  • “Talk” is not only how physicians diagnose problems and recommend the appropriate treatments. Talk is also how patients are able to engage in the health care. Perhaps the most overlooked aspect of talk (and touch) during the medical exam is the therapeutic benefits patients derive from being able to express heart-felt fears and concerns to someone who hopefully cares.
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