100,000 doctors in school now will NOT go into practice. Why is this good news?

By | Biopharma | No Comments

Why would 100,000 doctors currently in medical school not go into practice? Why would they turn away from serving patients and following their mission? And why is this potentially good news? There are many reasons, some obvious, some not. I am shocked by the number, but not surprised. And you know what, it makes sense. Let’s look at the debate and review some technologies changing health care delivery — created by doctors! In this post we will review this trend in medicine with Healthtap and Ginger.io. According to several studies, summarized well in a blog by a medical student, Ryan Gamlin, on MedicalEconomics.com, the list is long: Pressures of the post-ACA medical practice. Conflict between doctors on the front-line and hospital managers…

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Does Biopharma “get” the role of caregiver? Do any of us really market to their needs? Ask 65 million people. (Part 1 of 2).

By | Biopharma, Communities, Strategy, Web/Tech | No Comments

Summary: 65 million caregivers. Their role is often undefined, undeserved and undersupported. Are we as marketers, and as human beings, missing out on a key audience and the opportunity to engage with a key Influencer? Caregivers challenges are formidable — there must be ways to help. While this is an ever-growing part of the population, we as brand marketers in healthcare need them on our side — or rather, we need to be at their side! Remember, when your branded treatment needs to be part of the conversation, a caregiver may be your best sales force!  So, best advice: don’t reinvent the wheel. Check out the numerous existing resources (some examples in this post) before developing any strategy; look to…

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Biopharma listened! IMS reports on health apps improving

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IMS is a highly trusted source of news and data for the entire healthcare industry. But often the focus is on Biopharma — and in this one specific instance — a new update on their tracking the evolution of health apps for patients and doctors. They report that as of end of 2015, there were over 165,000 health-related apps in the market. In this report, IMS analyzed over 26,000 of these apps. While improvement has occurred from earlier reports (which had the abysmal stats of 75% of all health apps abandoned after 3 months!) there is still much work to do. But this new report is a mixed bag or encouraging progress and what is still left to do to…

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Surprise! EHR’s are hurting not helping the doctor /patient relationship.

By | Strategy, Uncategorized | No Comments

Summary: A healthy Patient-Doctor relationship is the core of all healthcare.  This reports on a JAMA* study as well as one brilliant doctors’ personal view on the impact of EHR’s on that hallowed relationship. When JAMA publishes a study, everyone pays attention. But this was not a clinical study; this was research into the impact of EHR’s (Electronic Health Records) on the patient-doctor relationship. They videotaped numerous consults and them interviewed the patient afterward. Guess what, the news is not good. (Especially for those Biopharma marketers looking at EHR’s as a new promotion channel: do you really want to annoy the doctor more by interrupting their work with a savings card?) With the healthcare system was heading towards the abyss of being…

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Can Twitter really tell you which hospital offers the best care?

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Healthcare and Social is a fast-changing landscape. While Biopharma manufacturers have been slow to adopt social strategies and presence many hospitals use Twitter aggressively to engage with their patients, and influence hospital choice through seeking satisfaction comments. This is certainly true with “Likes” on hospital Facebook pages. But a “Like” in some ways is more passive than a posted Tweet. The Tweet is often a more immediate post hospital care reaction and has a ripple effect. Amazingly enough, as of early 2015, nearly half of all U.S. hospitals have Twitter accounts.  One study, which was published this month in the journal BMJ Quality and Safety, (http://goo.gl/dkkmB7) examined whether Twitter could be a reliable, real-time indicator of hospital quality. The study, researchers crowd-sourced U.S….

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Will price wars destroy the possibility of a Patient Sales Force & Patient-centricity?

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Summary: after a decade or more of having the Biopharma industry wrestle to embrace Patient-centricity, and with it the opportunity to create patient demand and loyalty for more expensive, branded treatments, a chasm is growing which could derail it all. As always, a true issue for marketers can often be the culmination of many discussions, news, interviews, charts and stats. This week an issue that has always been part of the negative dynamic between Biopharma manufacturers, Payers and patients has risen from what seemed like an endless family squabble to a seismic shift in reality that impacts everything we as marketers do — yet is out of our control. Price.  And if price is ALL that matters, then what a…

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3 Ingredients to create a Patient Sales Force

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This is such an important topic that I will provide three case studies in three separate posts. This one will focus on MS Atrium/Aubagio for MS. Summary: Once again, healthcare tidal forces come into play: The rise of consumerism with the commensurate shifting of cost burden and care to patients Doctor’s lack of time & potential lack of Rx control (only 39% left in private practice, the rest now part of the Master Hospital Network) The proliferation information on the Internet (Dr Google is rising and Apple Kit is here!) Those and several other trends create ingredients for the rising of the Patient Sales Force — those you empower to ask for treatment and get your Brand. Let’s review what…

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A Letter from the President of AMTRAK: what do you think?

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I am a loyal AMTRAK user — and complainer. I’ve seen enough great railroads to know how primitive ours is. Yet, it is what it is. At this moment, I want to share the letter I received from the AMTRAK president. I found it quite moving and appropriate. But others might not. Here it is: A message from President and CEO Joe Boardman View as a web page A MESSAGE FROM PRESIDENT AND CEO JOE BOARDMAN ON TRAIN 188 The derailment of Northeast Regional Train 188 was a terrible tragedy that we are responding to with every resource we have available. The National Transportation Safety Board is leading the investigation to determine the cause of the incident, and Amtrak is…

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Video + Emotion + Customer Experience = the Magic Mix?

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The three inputs for this post are: Millennials’ overall growth in video consumption, the role of emotion in moving people to believe in a treatment, and the almighty Customer Experience which delivers it all. We are all in the business of decision-making; in some cases, as marketers, we are in charge of creating decision-making moments and messages. Is Video + Emotion + Customer Experience = the Magic Mix? Just watch this video…why can’t we  Biopharma marketers use emotion? This YouTube commercial is compelling, functional, hopeful and joyous? And yeah, this is an App. The string that that ties this approach to using emotion for Rx marketing is that they both solve problems and help you. https://youtu.be/T9BSdJBMXHg With an economy and healthcare…

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Part 2: HCP Marketing: The enemy is Time

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Summary: On Part 1 I posted last week, I stated a number of factors that focused on why HCP’s are so hard to impact and engage these days. Yes there is plethora of means to do so, but there are also many barriers. The main one is they have no time! This post focuses on the App-mania…the challenges HCP’s face as they try to work with their patients, satisfaction ratings and Outcomes. Let’s look at mHealth App-Mania as I like to call it. Reports say upwards of 50% of doctors recommend Apps…yet only a slightly lower % also report they get bombarded by their patients FitBit etc, data. The mHealth App world is a train wreck, only now starting to…

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