Kids can now check their glucose while playing their favorite video games
In an effort to move “beyond traditional methods” of reaching patients, Bayer has recently partnered with Nintendo Co. to provide a new device for kids to check their blood glucose levels in a game-like setting. The idea behind the partnership is to use the Nintendo DS gaming system as an innovative avenue to reach its customers.
Inspired by the parent of a diabetic child, the product provides a way to encourage children with diabetes to build regular monitoring habits through kids’ favorite playful medium, video games.
Also recently, Johnson & Johnson has partnered with Apple to create an iPhone app that allows patients to upload and share their glucometer data. Such partnerships demonstrate how pharma companies are becoming a part of commercialization innovations and overall market strategies.
We’ve all seen the headlines that suggest that the majority (perhaps the overwhelming majority) of Americans go online to look up health information. But how many are researching information about prescription drugs specifically?
A new study from Manhattan Research looks at just that valuable group. Their numbers have tripled over the past five years and now stand at more than 100 million consumers, or 44% of U.S. adults. Based on the growth pattern, they expect it to include the majority of Americans by 2012.
What type of content is most useful to them? The research uncovers two key things:
- Video: Almost half of these pharma researchers watched health videos online in 2009 and many condition groups, such as patients with diabetes, show strong interest in using this media format to educate themselves about their condition in the future. They like to find these videos inline with other health content and don’t tend to seek them out on YouTube or other video hubs.
- Condition sites: These unbranded sites that prompt consumers to take the next step in their treatment are are even more likely to drive consumers to seek condition or treatment information after the visit than product websites. But both are something of a holy grail for consumers requesting a prescription drug by name from their doctor. They help seekers feel more informed and ready to act as their own advocate in the exam room.
