Sep3

Mobile in Healthcare: The Future?

Mobile Healthcare Blog ImageIn the past few years, mobile technology has changed the way consumers interact with their service providers. Whether ordering a cab to one’s exact location within minutes or getting groceries delivered in a matter of hours, there seems to be an app for everything. The healthcare industry is no exception to this trend. Mobile health data helps patients, doctors, and pharmaceutical companies in new and innovative ways.

Mobile technology is changing the way doctors and patients interact with both the healthcare system and with one another. The fitness wearables trend has put the power of transforming one’s health and body into the hands of the consumer. People use wearables and other mobile devices to get constant data feedback on their heart rate, steps, calories burned, etc. Many of these apps then organize and share this information in an easy-to-understand way, allowing consumers to make better decisions about their health. Patients can also use new apps, such as ZocDoc, which provide up-to-date appointment availability, enabling users to schedule visits with doctors as quickly and conveniently as possible. In fact, even more specific apps exist, such as Castlight, which compares prices of MRIs and other tests to find the most affordable options in a given location.1

Healthcare professionals also use a number of different apps to improve patient care and treatment. Indeed, there are entire sections of Apple’s App Store devoted to apps for doctors.2 Perhaps one of the most useful features in many of these apps is the ability to look up information right at the patient’s bedside. Quickly searching for certain symptoms can save crucial time for both the doctor and patient and may facilitate a more accurate diagnosis. Moreover, certain apps will soon offer on-the-go monitoring functionality, providing live feeds of patients’ vitals right to their doctors’ mobile devices. This continuous supply of information can optimize patient care and improve the healthcare system on a wider scale.

These mobile technologies are not just changing the way healthcare works in developed countries. Mobile has been incredibly helpful in transforming and improving the healthcare systems of many third world countries. This technology helps serve underprivileged societies by “addressing challenges such as reducing material and infant mortality rates, combatting infectious disease, creating awareness of HIV and delivering nutritional health and treatment for a variety of health conditions remotely.”3 CliniPAK360 is one app that has transformed treatment in Africa. The app works by allowing healthcare workers to input symptoms and information about a patient, which is then used to analyze and diagnose serious conditions. Other hospitals in Africa are using phones or tablets with preloaded medical information, which can be critical for saving time and effort in diagnosing and treating patients.

Mobile is also changing the way that healthcare marketers target consumers. Instead of simply “pushing pills,” companies now make their brands interactive and interesting to consumers, helping to change their brand image. Mobile apps help patients track their own health and progress and supply pharma companies with more data to effectively target consumers. Merck created MerckEngage, which provides health tracking services and has over 100,000 users from whom Merck can collect new insights and information. Geisinger Health System also launched an app on a small scale that studied “metrics like patient acceptance and treatment adherence to decide which solutions to these issues could be deployed on a broader scale” based on data they received from the app. Additionally, mobile apps can also help with medicine adherence by understanding which patients do not follow their prescription instructions and targeting them with more precise reminders. Pharma companies can leverage this data revolution to obtain the most accurate and useful marketing information yet.4

I have seen this mobile technology in my short time here at Ogilvy CommonHealth. In the past few weeks, I have helped work on an app which tracks a user’s sleep habits through either manual input or syncing up with a wearable device like Jawbone or Fitbit. This app is mutually beneficial as it helps the owners collect data on sleep habits nationwide, and helps users achieve greater awareness of their sleeping behaviors.

The central theme among all of these healthcare apps is optimization, data collection, and a better understanding of disease perception. Large databases of patient and consumer information now exist, which can be analyzed to streamline and improve patient experience, outcome, and overall health.5 It remains unclear how far these apps can take us, or if a piece of technology will ever be as good as a doctor’s intuition, but the continuing innovations provide a glimpse into the future of healthcare.

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Jul15

Illuminate the Customer Journey With Data and Analytics

Journey Blog Image_EDSmart integration of data can now help identify and predict customer location and movement along the customer journey continuum. Mapping the customer journey is a vital planning tool.

Mapping out customer journeys is a well-established phase of communications planning. At Ogilvy, this represents the third step in the well-regarded planning platform: FUSION. The customer journey identifies the different phases customers migrate through toward a desired behavioral change destination. The journey phase will differ in each planning effort as the preferred consumer action and marketing objective are all project specific.

Improved understanding of the different stages customers should pass through en route to the ultimate desired location helps planners marshal the right channels, messages, and content to aid the customers along their journey.

The construct around the journey-based plan addresses key questions such as:

• What is our ideal behavioral perception for audiences in a specific stage?
• What are the perceptual challenges that may hinder getting our audience to think in a particular way?
• What are the positive levers that can enhance the likelihood of our audience to respond in a desired manner?
• How do we then move our consumers to the journey’s next phase?
• What channels do we deploy, and at what times, to get our key messages across our audience?

When these are well identified, the output helps make the ubiquitous, overused, but still aspirational goal of “right message, right channel, at the right time, to the right audience,” a possibility.

The customer journey can be complex: recent studies such as McKinsey’s The Consumer Decision Journey have shown that the customer journey has grown more complex. As I have alluded to in my previous article, The Marketing Funnel is Not Dead: A Website Analogy, customers may take several complex detours, but they still have to pass through well-defined phases to proceed with their conversion. The typical phases of this journey start with brand or message awareness and proceed to stimulating interest, trial, usage, commitment, and advocacy. Customers may get caught up in a phase, or proceed rapidly through phases, or even recede at times. However, you generally need to be aware of a product before you can consider using it.

The journey currently produces robust and well laid-out plans to engage and usher consumers on the behavioral change voyage. The next step is to map real customers to each phase and deliver plans against these customers to improve the journey. Before consumer-mapping knowledge, marketers have applied satisfactory approaches including contextual marketing, which aligns messages to media content as a proxy for consumer awareness and the journey phase. Sequential messaging is another approach without mapping knowledge. This approach starts with early-phase messaging and shifts to later-stage messaging based on average phrase duration. Lastly, one could always deliver broad messages, with the hope and expectation that the audience will self-select, and engage with the messages most applicable to their journey. However, the utilization of consumer-mapping information and understanding which individuals are in each phase are preferred.

The availability of customer-level data and the ease of pooling previously unconnected data are making customer mapping a reality. Now we can identify when a customer traverses a specific phase of the journey so that we can execute the well laid-out communication plan against these customers. Data can now help us to answer questions such as who are these customers. What is the likelihood that they will try the product? How quickly will they progress along the journey? How likely are they to become a highly valuable customer? Once the customer journey has been identified, planners and analysts can identify the attributes and traceable behavioral markers that correspond to each phase. Analysts then pool together vast available customer-level data, create new variables as needed, recommend new proxy measures, and categorize customers into their corresponding phase. This is the essence of marketing smart: integrating consumer mapping (segmentation) and targeting with planning from the start.

We recently categorized healthcare professionals (HCPs) into key journey phases using combined data including scripting volume (current value), category share (opportunity), and trajectory of prescription change over time (momentum), as well as other behavioral and attitudinal markers (attributes). We identified “the trialists” as customers who have a low volume of recent activities, or have remained static in their usage patterns. “Adopters” are users on an upward momentum who overindex on usage, while “the passionate advocates” have a large volume of usage and are still increasing their volume. The passionate advocates typically index well in terms of the category’s brand share. Since we can put a face to every target HCP within the customer journey’s important stages, allows us to map the communication plan, as well as behavioral change targets, to specific customers.

A journey infused with data makes evaluating and optimizing marketing effectiveness easier. Goals and targets should be set with behavioral outcome objectives for each customer segment, which makes tracking, assessment, and adjustment more feasible. When customers traverse into the journey’s next phase, the speed and momentum can be quantified, and the effect of channels and messages can be realized. A/B testing experiments are also beneficial to identify and amplify drivers (eg, tactics, content, execution) that have proven effective in engaging and moving customers into the next phase.

In conclusion, data, and the attendant analysis, can enhance our understanding of audiences along the customer journey, thereby enhancing more relevant communication, engagement, and desired responses from our customers. Marketers who put the customer-mapping capability to better use will reap the results of increased customer velocity along the journey, better customer experience with the brand, and higher value per customer.

1 http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
2 https://digitaliy.wordpress.com/2011/10/15/the-marketing-funnel-is-not-dead-a-website-analogy/

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Jul2

Does Size Always Matter?

How Pharma Engages With Its Followers Online

Social Network Blog Image_EDPharma is investing more heavily in social media than ever before; tweets are up 530% since 2013 and Twitter followers have increased by nearly 300%. So far, so good. Because more followers means more opportunities to get involved, and the more impact you make online, right?

But engaging in genuine, meaningful conversations about a corporate brand isn’t easy, and it’s important to ensure we don’t fall into the trap of focusing too much on numbers and not enough on engagement. Companies need to ensure they don’t build followers just to push out messages to anyone willing to pay attention. While people are increasingly more open to finding new knowledge on social media, they don’t want to wade through hundreds of pages of information, images or tweets to do so.

The balance between community size versus engagement is becoming more and more of a priority, and formed one of the focus areas for a recent report published by Ogilvy Healthworld, part of Ogilvy CommonHealth Worldwide (the health behavior specialists of Ogilvy & Mather).The report, Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space?, was the first of its kind to provide insights into which pharma companies are leading the way in integrated social media marketing strategies.

“We know that some pharma companies have been cautious in their approach to social media, but our report clearly demonstrates a dramatic and successful increase in activity,” said Rebecca Canvin, Social Media Manager at Ogilvy Healthworld, adding: “Social media has changed the way pharma companies communicate—it allows them to build corporate reputation and engage in genuine, meaningful conversations with audiences. For companies who want to stand out from the crowd, it’s time to be brave, get personal, educate and integrate social media into their wider marketing strategy.”

Interestingly, companies that ranked most highly in the audit weren’t necessarily those with the largest communities, but those who engaged their audiences through frequent activity. And it’s not hard to understand why the more active companies enjoy the most engagement with their followers—after all, social media in its very nature demands participation and interaction. But the companies that do it well manage to create content that is less about the organization and more about connection points or interests that followers share.

The report highlights that although the focus for pharma companies is still on building brand profile, the priority is turning to attracting, keeping and engaging with loyal followers. And to do this, the onus needs to shift to “quality over quantity.” It’s more powerful to engage with a small group of passionate followers, whether they’re consumers, doctors or media, than to blast one message to 10,000 followers and “see what sticks.”

And loyal followers will reward companies who engage continuously in this way—so really, shouldn’t we all be asking, how much does size matter?

Connecting the dots - infographic UK Post

To find out more on Connecting the Dots: Which Pharma Companies Are Succeeding in the Social Media Space? please visit: http://bit.ly/1P5R5Ws

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Jun22

Google Changes Search Ad Format For Pharma Brands

Search-For-PharmaGoogle has announced that it will be updating the Google Search ad format it offers to healthcare and pharmaceutical brands. This change affects support for pharmaceutical brands with black box warnings and those that require adverse event information as part of the ad.

URL architecture for black box brands

As of July 20, 2015, Google will be moving to a common AdWords format that no longer supports an additional line of copy and additional URL for black box brands and those requiring adverse event language. This is an evolution that is optimized for its paid search marketing solution that has been available to pharmaceutical advertisers for the last five years.

An example of how a brand might be using search engine marketing in Google AdWords before and after the July 20th update:

Pre-July 20th AdWords Example:
Brand Ad 1
Post-July 20th AdWords Example:
Brand Ad 2

 

 

 

What does this change mean for pharma brands?
Brands that are currently using Google AdWords for marketing will need to consider a rewrite of existing creative and landing pages. The pages that the new AdWords ad links to will need to prominently feature adverse events information for the product. This will require revisiting of search marketing strategies as well as potential user experience and design changes to optimize inbound traffic from paid search campaigns.

Brands currently using paid search programs with Google should leverage Google’s Sitelinks feature, which provides several links to content within a product website within the AdWords format. Product managers and agencies should also reinvest in paid mobile search with this change, as there is a broader efficiency with this change in having a single ad format for all platforms (desktop and mobile search).

Post-July 20th AdWords Example with Sitelinks:
Brand Ad 3

The changes to Google’s AdWords program will have a significant impact on pharma brand website marketing performance as well as the cost of paid search solutions currently used for search engine marketing programs. Expect to see changes in your category as well as behavioral changes for your paid and organic search performance.

Next steps
The changes to Google’s AdWords program will affect every brand using paid search for healthcare professional and consumer engagement. Work with your agency partner to identify the best counter-measures for these changes and how to recalculate your performance metrics.

Ogilvy CommonHealth offers digital strategy, content strategy, creative development, and analytics services for all of our clients to guide brand leadership through these and any future changes to search engine marketing and market changes in digital and traditional media.

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Jun11

The Next Phase of Pharmaceutical Value Propositions Needs to Include the Real Meaning of Synergy

Synergy Blog ImageExpress Scripts recently issued a report on drug spending that made some headlines in the business press.[1,2] This compelling report shows that, from the perspective of a pharmacy benefit manager (and its pharmacy claims database), evidence confirms the trends of increased drug spending, particularly in the subset of patients that consumes at least $100,000 worth of drugs annually:

• The population of patients that takes at least $100,000 worth of drugs has almost tripled from 2013 to 2014
• Compounded drugs were the 3rd highest driver of the trend, behind HCV antivirals and oncolytics
• 9 out of 10 patients with drug costs over $50,0000 used specialty medications
• Men and baby boomers (those aged 51-70) make up the majority of those with high drug costs
• Comorbidities and polypharmacy were prevalent among patients with high drug costs

Glenn Stettin, MD, the SVP of Clinical, Research, and New Solutions, outlines in this report implications and recommendations, most of which are feasible for a PBM to consider:

• Eliminate wasteful spending and improve medication adherence
• Manage specialty and traditional medications together
• Pioneer new approaches in cancer care that both offers patient access and sustains payer affordability

While these are important recommendations, there is an opportunity for pharmaceutical manufacturers to consider extending and enhancing the value propositions of their drugs, and it relates to the “comorbidities and polypharmacy” finding in this report, which is pretty remarkable. The report shows that:

• Among patients whose drug costs reached $100,000, more than one-third were treated for more than 10 conditions
• More than 60% were taking more than 10 medications
• One in four patients had prescriptions from at least 4 different prescribers
• More than half of patients with $100,000 in drug costs were prescribed medications by physicians from at least 4 difference specialty areas

Now, as we read daily in the business press, the drug industry is facing pushback about its pricing of newer agents (specifically HCV antivirals and oncolytics). This resistance from customers is normal, and has taken various forms of stricter precertifications and/or formulary requirements.[3] Recently, legal patent challenges have surfaced; in some countries, various advocates are asking that patents on drugs be voided, so that generic competitors can appear earlier.[4] Nonetheless, evolving industry forces, such as comparative effectiveness research, constrained health care budgets of some payers, and new competitors have started to create a new equilibrium between sellers and buyers, and these forces are helping to more quickly vet winners and losers. It is encouraging to see the manufacturers (particularly of HCV and cancer drugs) refine the value propositions of their drugs, which now include cures for some patients.[3]

But disease is multifactorial (and, as the ESI report shows, multiple diseases are, too), and treatments often need multiple approaches. Manufacturers may need to extend the current value proposition of “one drug that treats one disease at one time” and add it to the complicated heath care mix that includes other variables, for example:

• Combination therapies (with other drugs, including competitors and/or generics, and with other modalities such as devices, diet, surgery, etc.)
• Timing or sequence of treatments (ie, phase of the disease)
• All of the factors in “care coordination” (ie, different physicians, different specialties, different settings)

In other words, manufacturers need to demonstrate the synergy produced by their drugs. “Synergy” is often misused, but I like the Merriam-Webster definition of synergy as “a mutually advantageous conjunction or compatibility of distinct business participants or elements (as resources or efforts).”[5] Certainly some treatment guidelines, pathways, and medical policies attempt to address these multiple variables in health care. But manufacturers can bring their significant credibility in clinical research and patient experience to identify, define, and demonstrate the specific opportunities that optimize their drugs’ performance. They are best-suited to do so, and the customers are receptive to that type of message. (Note: as this heads to posting, 2 manufacturers are reported to have taken this approach and are studying their oncology drugs in combination.[6])

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Footnotes:

1. Super Spending: US trends in high-cost medication use. May 2015. http://lab.express-scripts.com/insights/drug-options/super-spending-US-trends-in-high-cost-medication-use. Accessed May 19, 2015.

2. Growth of patients with $50K annual drug tabs skyrockets. Fierce HealthFinance. May 17, 2015. http://www.fiercehealthfinance.com/story/growth-patients-50k-annual-drug-tabs-skyrockets/2015-05-17). Accessed May 19, 2015.

3. Gilead’s $1,000 Pill Is Hard for States to Swallow. The Wall Street Journal. April 8, 2015. http://www.wsj.com/articles/gileads-1-000-hep-c-pill-is-hard-for-states-to-swallow-1428525426. Accessed May 21, 2015.

4. High Cost of Sovaldi Hepatitis C Drug Prompts a Call to Void Its Patents. http://www.nytimes.com/2015/05/20/business/high-cost-of-hepatitis-c-drug-prompts-a-call-to-void-its-patents.html. Accessed May 20, 2015.

5. Merriam-Webster Online. http://www.merriam-webster.com/dictionary/synergy. Accessed May 21, 2015.

6. AstraZeneca and Lilly to test new cancer drug combination. Reuters. May 29, 2015. http://www.reuters.com/article/2015/05/29/us-astrazeneca-eli-lilly-cancer-idUSKBN0OE0HU20150529. Accessed May 29, 2015.

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May28

Satisfying Patient Needs Across Generations via Patient Portals

When it comes to healthcare, patients from the “Greatest Generation” to Millennials want three things: 1) a strong patient-physician relationship, 2) easy-to-understand healthcare information, and 3) this information? preferably in a digital format. How do we accomplish all three? Before we answer that question, let’s take a look at how different generations access healthcare information.

Monica Wong Blog Image

The “Greatest Generation” (Age 65+)
While almost 60% of people ages 65 and older use the Internet on a daily basis, this generation of patients are heavily influenced by their doctors when it comes to recommendations, health information and referrals. However, children and caretakers of this generation, Baby Boomers, may also play a role in making these decisions on behalf of the “Great Generation.”

Baby Boomers (Age 45-65)
While this generation is also influenced by physicians, Boomers are more likely than the “Greatest Generation” to research their options, challenge assumptions and rely on peer-to-peer conversations to make their healthcare decisions. 79% of Baby Boomers go online every day or almost every day. A Google/Nielsen Boomer Survey also reported that 78% of Baby Boomers have searched for health information after seeing something on TV. Baby Boomers also influence healthcare decisions of their Gen X and Millennial children.

Gen X (Age 30-45)
According to research done by Smith & Jones Healthcare Marketing, Gen X are only moderately responsive to healthcare advertising. Since this generation is the first to experience the digital age, Gen X shops for healthcare like they do for retail goods and services. They are partial to TV and in-office messages compared to other forms of marketing channels, but they also have a tendency to search for ratings and reviews online, as experience matters to them.

Millennials (Age 20-30)
Like Gen X, Millennials highly value positive patient experiences. They are young and healthy and as a result, they mainly use healthcare for primary care, urgent care and OB/GYN. Online advertising, TV and in-office messages are the best ways to reach them close to the care decision. Millennials seek information from a variety of sources, including online, social networks and word of mouth.

Satisfying Patient Needs Across Generations With Patient Portals
What do these generations of patients all have in common? They want positive patient experiences with their physicians. They want information they can easily understand and they want easy access to it online. So how do we satisfy these needs? Patient portals. Why? Because increasing positive patient outcomes and experiences begins with making physicians more accessible when patients have concerns. Physicians can distribute timely and relevant information to their patients on a digital platform that can be accessed 24/7. According to the American Academy of Family Physicians, 41% use portals for secure messaging, 35% use them for patient education, and 30% use them for prescribing medications and scheduling appointments.

How Can Marketers Leverage Patient Portals?
By repurposing existing healthcare marketing material and creating a depository for digital assets, these resources can be made available to HCPs who can then share these assets with their patients. Their patients will likely be more receptive to information as it is coming from a trusted source, their physicians, and through a channel they have easy access to. However, there are limitations.

Opportunities to Take Patient Portals to the Next Level
For elderly patients, additional features like the ability to increase portal font size is a simple fix. For digital natives, mobile-optimized portals can facilitate prescription refills and requests as well as schedule appointments. For non-native English speakers, portals available in different languages can dramatically improve patient services. But for those who do not have access to the Internet, we’ll have to find a way to close that gap. If you have any thoughts, please share in the comments below.

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May19

Wearable Wonder: Will They Improve Patients’ Quality of Life?

LeanneLakeBlogImageSizedClearly wearables are “all the buzz” in our industry. Soon our Fitbits, watches and the like will become an essential part of connected healthcare, monitoring our bodies and feeding important data about our health to the cloud to be analyzed by our healthcare professionals. More data in, better outcomes come out—it’s fantastic news. But what if these devices can go the next step and actually respond to the data they are monitoring? Can you envision a future where a wearable device can improve our body’s function and a person’s quality of life in real-time? I recently learned about one that just might.

It’s called the WAK, short for the Wearable Artificial Kidney. This wearable innovation has the potential to be truly life-changing for the more than 400K patients with end stage renal disease who are currently undergoing hemodialysis every day in our country.

For the majority of these patients, treatment is their lifeline, but it can also take over their life. Hemodialysis patients receiving treatment in centers spend on average 4 hours a day, 3 days a week completely immobile—tethered to a chair, tied to a machine. Much like chemotherapy, the treatment that is saving them often makes them sick for hours afterward. In the absence of a successful transplant, they will undergo dialysis until the end of their life.

The WAK is designed to help patients get out of the chair and back into life. It is a miniature battery-powered dialysis device that is worn like a tool belt. It is connected to the patient by a catheter, weighs approximately 10 pounds and offers dialysis 24/7. Some experts believe that in a perfect world, more frequent dialysis would yield better control, however this comes with a tremendous burden to the healthcare system. If proven successful, the WAK could improve outcomes and deliver new hope for patients, reducing their time in the chair and giving them the mobility to go about activities of daily life—a more “normal” existence. The FDA fast-tracked the WAK, and it is currently undergoing its first human trial in the United States. Human clinical trials conducted in Italy and London already concluded successfully.

For me, following the progress of this wearable technology is personal. I lost my dad to end stage renal disease and its complications three years ago this June. During the five years he “survived” on dialysis, I watched his body and spirit wear thin. Early on, the dialysis center gave him the personal connection he needed to share with patients having a similar experience, but soon after getting into the three-day-a-week routine, he and my mom longed to get back the flexibility that every retired person deserves. The ability to hit the driving range with his buddies on a Tuesday, attend his grandson’s football game on a Thursday, or even make the trek to NJ to visit me and my family on a Saturday afternoon.

Looking back, I wonder how the WAK would have changed my dad’s dialysis experience and the burden it placed on both him and my mom.

What’s your wearable wonder?

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Also posted in adherence, Apps, behavior change, Culture, Design, Digital, Health & Wellness, Healthcare Communications, Patient Communications, Self-monitoring, Technology, Wearable Health Technology | Tagged | Leave a comment
Mar11

Are You Harnessing the Power of Video in Healthcare Yet?

Young woman with gold fish tankDid you realise that the average attention span of a person has dropped to only 8 seconds? That’s one second less than a goldfish!

Video can combat this. It is a fantastic way to hook people in and capture their attention. Online video is growing so quickly that this is an opportunity that’s impossible to ignore:

  • Views on mobile devices have increased 400% in the past 2 years
  • YouTube is now the second most popular search engine behind Google, with 40% of its traffic coming from mobile
  • 80% of online visitors will watch a video all the way through, compared with 20% who will read a webpage

Patients are being diagnosed via video, surgeons are swapping clips on operation techniques, and, as everyone is rapidly becoming more and more mobile-connected, healthcare knowledge sharing will soon have no boundaries.

It’s likely that for whatever purpose, be it for a symposium or for patient education, your video will end up online, where it will receive the majority of its views. But it’s a noisy world out there, and one rule is key: keep it short, smart, and snappy.

What kind of video content should you choose?

The great news is that there are all kinds of exciting options that won’t break the budget. Think about who the audience is and how they’ll be watching. Are they using a small screen? With or without sound? On social media? Or at a live presentation…could Dr Smith at the back please put his mobile down and watch? (Hopefully if he enjoys it he’ll search for it later online, “like” it and share with his colleagues.)

Explore the different ways to cThe Other Sideonnect with your audience. Enriched video content is great for increasing user engagement, and interactive user-defined storytelling can be a totally immersive experience. It lets you get the right messages to each individual user by letting them click on objects in the video to influence what they see. “Choose a Different Ending” is a beautiful example of a great campaign tackling knife crime that drew immediate response. And another of the best ones I’ve seen recently is The Other Side of Honda.”

Or, if you need to get more complex data across in a way that quickly informs and engages, use an animated infographic to make data come alive. These motion graphics pack a huge visual punch, are bursting with information, and are rapidly becoming key tools to promote branded messages. For a truly multi-layered, fast and constantly moving example with beautiful visual transitions, you can’t beat “STUXNET: The Virus That Almost Started WW3.”

Whatever you want to achieve, remember you’re not alone. We recommend that you use a Creative and Motion team to help you get all those questions answered on the way to making great videos.

Video is a super strategy to stand out from the competition and it’s definitely a healthcare trend that’s already here and set to keep on growing.

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Feb26

Twitter and Google Forge Deal That Reintroduces Tweets to Google Search Results

Social Search Blog Image_This article was co-authored by Buddy Scalera from Ogilvy CommonHealth – Parsippany, NJ.

Twitter announced recently that it will be providing Google with access to its microblogging service for search indexing. Although Twitter activity appears in Google’s search results now, the staggering volume, more than 6,000 tweets per minute, makes crawling and organizing the data impractical.

The new partnership between Twitter and Google will grant the market-leading search engine access to Twitter’s “firehose” of data. This data is generated from the stream of 140-character tweets produced by Twitter’s 287 million users. Google’s unique access will enable it to parse, arrange, and develop rank and relevance for the social content in real-time.

It is not clear how Google will present Twitter’s data in search engine results, but the real-time and topical nature of the social network will make it especially relevant for breaking news, cultural subject matter, and rising trends. It will also likely be aligned to searches for individuals and personalities. It seems natural to index a person’s Twitter account, recent posts, and other activity in Google’s Knowledge Graph. It is also likely that user activity provided by Twitter will help determine if Twitter data is shown at all and with what prominence.

Of course, Google and Twitter have both been smart about how to monetize their offerings. We expect them to maximize their shared advantage for advertisers on both platforms.

What does this mean for healthcare brands?

For brands that are participating on Twitter, this continues to extend the reach of those messages into keyword-oriented searches. It also gives added pause to those concerned about the impact of influencers and popular Twitter users who mention brand names and conditions. Although it is not likely that a rogue Twitter handle will appear in a product search return in the first few pages, it will be extremely relevant to the nature of searches surrounding patients, their discussion of their disease, and treatment options.

For brands not active on Twitter, there is still the need to monitor activity on social networks, especially those that are publically searchable. Users who share brand information may be competing with your brand for users’ attention. Those users may also be candidates for influencer engagement, or an opportunity to correct brand misinformation.

The new inclusion of timely social posting would work to tremendous advantage for those brands that seize conventions and meetings for social sharing and engagement. The timely nature of event hashtags and the limited shelf-life for this type of communication create an ideal pairing for topical search and brand engagement.

Brands that have not engaged in social media marketing or listening programs are likely to be surprised by the changes in search results for their brand names, disease state terms, and other organic search results. Brands will now be competing with many more voices and another variable of timeliness. As with many of the changes Google has introduced for marketers in recent years, the changes will come quickly and with little time to react for a process-oriented industry like healthcare.

Many brands participate in social listening to understand the way patients, caregivers, and healthcare professionals are discussing the health category and their brand. These brand teams are likely to be better prepared for the deluge of information to come from this announcement, and how to process it.

Both Twitter and Google are companies that are comfortable experimenting in real-time. So while these changes will probably start with search engine results pages, we expect to see a ripple effect across other properties. Google+ and YouTube channels may be the first places where we see different types of experimentation and integration. After all, these properties are all part of Google’s ecosystem of data and advertising.

Although the announcement has been made, both parties have noted that it will be several months before tweets begin appearing in users’ searches in real-time. This announcement should have tremendous impact on the Draft FDA Social Media Guidelines presented to the industry last year.

To learn more about how this announcement and other market changes may affect your brand, please contact our team here at Ogilvy CommonHealth Worldwide.

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Feb12

So What’s Your EHR Strategy?

EMR Blog Image2As pharmaceutical marketers, we no longer live in a world of traditional marketing where we can cast a wide net and hope we’re engaging with the right customers. We need to move communications to where our physicians are. Additionally, pharmaceutical companies have shifted away from traditional face-to-face tactics to more digital interactions, spending 25% of their marketing budgets on websites and online media.

“Unlike traditional forms of advertising, digital technologies enable tailoring of advertisements to individual physicians on the basis of data from clinical encounters,” according to Christopher Manz, MD, and David Grande, MD, MPA, from Penn Medicine, who recently gave a point of view on electronic health records (EHRs) in The New England Journal of Medicine.

Digital marketing provides us with tools to communicate more effectively with our customer through more individualized and personalized engagements, ensuring that the correct message is being delivered at the appropriate time. With new tools coming out weekly, it is easy to get caught up in the hype. Choosing a tactic simply because it’s the “newest” or “coolest” option will not guarantee success. Without the right strategy, we are just wasting time and resources. A strong digital marketing strategy is essential for communicating with our customers and staying ahead of our competition. The key is understanding our customers as well as a brand’s overall strategic and marketing objectives and then selecting the appropriate digital channel(s) that will help reach our target audience and goals.

As brands fight for share of voice in an overcrowded digital space, it’s time for companies to stop looking at the traditional online engagements as the cornerstone of HCP engagement and focus more on targeted engagements within electronic medical records (EMRs). According to market leaders, EMRs will become the dominant communications stream for physicians, and pharma has been slow to engage in the EMR format.

There has been tremendous growth of the EMR marketplace over the last few years. According to the latest government statistics, 72% of office-based physicians are using an EMR or EHR system, up from 48% in 2009, driven by meaningful use, which provided incentive payments for physicians and hospitals to implement them. EMR is now the center of physician workflow, and its data offers valuable insights into practice management and the physician-patient dynamic. This data can be leveraged to better serve patients and physicians by providing the tools that they need, such as patient education or reimbursement support. To that end, aligning with the right EMR solution should increase HCP engagement. What is encouraging, according to Manhattan Research’s latest Taking the Pulse survey, is that 71% of physicians are interested in interacting with pharmaceutical companies in this way, so we as pharmaceutical marketers need to capitalize on this channel in a strategic way that brings value to both providers and patients.

Integrating With the HCP Workflow

So how can we leverage the use of EMRs to benefit healthcare providers, patients and payers? With the demands placed on them today, physicians have less time for each patient, pharmaceutical reps, and for searching for information between appointments. Marketing to HCPs through EMRs will better integrate with a physician’s daily workflow and shift the mindset from disruptive marketing to a partnership. Physicians use EMRs for their tools, and the more information physicians are getting through these systems, the more opportunity for marketers to provide value. Leveraging EMRs to deliver meaningful assets to physicians when they are with patients represents a prime opportunity to change the behavior of our physicians.

There are several ways to reach physicians through EMRs. One obvious component is providing information about a brand at the point-of-prescribing that is of high clinical value to physicians. Additionally, according to Taking the Pulse, at least 40% of HCPs say patient education, samples, vouchers, patient financial support and product information are features they are most interested in seeing in EMRs. Other examples include formulary data and safety updates. EMRs can also be used for direct marketing to physicians through banner ads, industry-sponsored clinical resources and emerging solutions.

Marketing to HCPs through EMRs is not without its obstacles. There are approximately 600 EMR system vendors with only a handful offering partnerships with pharma companies. Therefore using EMRs is not a one-size-fits-all approach to marketing, and it might be required to customize materials for each platform. There are also concerns about privacy, interruption of the HCP process by forcing information during a clinical decision, and the intricacies of integration with EMRs. These all need to be considered when determining if and how an EMR plan and roll-out is right for your brand.

Looking to the Future

EMRs represent an opportunity for marketers to communicate to physician throughout a product life cycle—from clinical trial recruitment to workflow “interventions.” The opportunity for marketers in EMRs is here, and physicians want pharma involvement. But it’s imperative that a brand has a clear EMR strategy to capitalize on this channel opportunity and ensure we are providing a fully integrated communications plan.

 

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Also posted in behavior change, Design, Digital, Health & Wellness, Healthcare Communications, Physician Communications, Research, Strategy, Technology | Tagged | Leave a comment