What's Your Digital iQ

Putting technology and trends to work for healthcare marketing

5 Ways Pharma Can Partner with ePatients Online

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In a dual presentation by Boehringer Ingelheim’s John Pugh and Type 1 diabetes thought leader and ePatient Kerri Sparling shared their tips for how pharma can best partner with thought leaders, ePatients, and other advocates online. Below is a summary of their discussion in 5 quick hit tips.

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#DigPharm Quotes: ePatient Communities

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“You should not build new communities, you should come to where we are.”

- Kerri Morrone Sparling, ePatient (@SixUntilTime)

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#DigPharm Stats: 40% of Physicians Prefer Wikipedia

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Digital Pharma East Stats

Disturbing, right? Physicians are using digital tools but don’t have a reliable, easy-to-navigate platform for disease state and medication information. That’s why we created iQ.fluent, a simple patient education platform that allows treatment teams to access and deliver brand or disease state related materials to patients.

If you’re at Digital Pharma East, we encourage you to stop by our booth (GSW Worldwide #27) for a quick demo at the next break or visit iQfluent.com for more information or to request a demo for a later date.

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Award-Winning Game Provides Patient Education to Hemophilia Patients

Patient Education Game

We often talk about patient education and gaming for health here at WYDiQ and around our hallways in the office. Our friends at inVentiv Health Communications in Europe took those two concepts and developed an award-winning patient education game called “Blutsbande” (or “blood ties”).

Developed for Pfizer Germany’s Hemophilia Franchise, the educational game encourages patients to click around an interactive environment  to search for clues to locate their friend “Phil,” who has been abducted by vampires. The search for clues leads the players across the web to websites, blogs, Facebook, and YouTube videos that educate them on hemophilia.

Designed for 13- to 17-year-old patients, more than 20% of the targeted patient population has already played the game.

“It is exciting to use multi-channel communication in successfully linking medical communication and games to elevate Pfizer’s brand,” said Andreas Reinbolz, Creative Lead for “Blutsbande.” Arno Bock, Account Supervisor/Strategist, who led the communication strategy, adds: “We have inspired our customers, target groups and the jury members with medically sound, emotionally engaging, classic and digital campaigns with the wow factor.”

A big CONGRATS to our friends in Europe…let the games begin!

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Improving Patient Adherence Through Mobile

Apps

Helping patients adhere to their medication has been a long time challenge. There’s an array of adherence challenges, such as, forgetfulness, too busy, cost, experienced (and potential) side effects, and the list goes on. Today, there are plenty of devices that work to address and solve these challenges. For example, devices helping with forgetfulness can range from basic weekly pill organizers to the more advanced GlowCaps. A downside to devices like these is that they must added to one’s environment and routine. However, with the advancements of mobile technologies, we’re able to replace adherence devices with apps. These mobile apps are added to one’s mobile device which may already be apart of their environment and routine.

Below is a listing of mobile applications that address specific adherence challenges:

CHALLENGE – Forgetfulness

RxmindMe (A)
Created for users who forget to take their pills, RxmindMe allows you to create nine types of reminders – daily, every “X” days, hourly, weekly, on specific dates, on a specific day of the month, and on a specific week of the month. It allows unlimited prescription entities to track all your medications.

OptumRx (B)
The upcoming mobile app from OptumRx will allow members to fully manage their medications with the convenience of a mobile app. Subscribers will be able to set reminders and track their medication consumption for all their prescription and non-prescription medications.

CHALLENGE – Too Busy

Duet Health (C)
Duet uses reminders, triggers, and reward systems to reinforce behavior that results in more positive outcomes. This experience creates engagement that is personalized, interesting, and informative making adherence a desired event rather than an added chore.

Avatar Alerts
A prototype by iQ that turns adherence into a rewarding game. By applying a gaming layer to adherence, users are more likely to take time out of their busy schedule to receive rewards such as points, level ups, and more.

CHALLENGE – Cost

Walgreens (D)
Designed to make everyday tasks easier, with convenient features, the Walgreens app offers mobile coupons. Users can get access exclusive mobile coupons available for in-store purchases. For example, for transferring your prescription to Walgreens, users can receive $25.

CVS (E)
Caremark by CVS allows users to check drug coverage and cost from their mobile device. This feature allows you to discover to actual costs rather than assuming the cost is going to be to high for you.

CHALLENGE – Experienced Side Effects

Fluent 2.0
A prototype by iQ that communicates side effects that may be expected during time of use. Because you may be unaware of your medication’s known side effects, Fluent 2.0 sends text messages during your treatment to educate you on what you may experience and when.

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