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Pharma Brands

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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mHealth Apps: Brands missing both ends of the Patient Journey

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mHealth Apps. As the saying goes, so much sound and fury signifying nothing. The stats are abysmal: 26% of health apps used only once 75% of all Apps get deleted within 3 months due to people not want to spend the time learning how to use them* 90% abandonment after 6 months** 57% of apps brought in fewer than 500 downloads** Just look at what IMS uncovered in an incredibly thorough mHealth App analysis last fall. Over 46,000 health-related Apps reviewed. Even with the rush-to-App that has occurred, there is a chasm between the good intentions of the Brand/Company and the needs of the patient. This chasm can be overcome. Frankly, to avoid irrelevance, it must be overcome. As with…

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I hate predictions, so here goes!

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Don’t you feel it? Everything seems to be moving faster. Have we sped up? No, we are being led by the Speed of Digital. When the Unilever head of marketing, worldwide, declared “Digital is dying,” he made it clear it was dead as a  separate “thing” or media or channel: it is ubiquitous. That it true. My old boss, Charlie Tarzian once told me, in the year 2000: the Internet is elastic, you make of it what you want. For all of you who study and read our industry, sometimes a moment occurs when the lens comes into focus. I would say that the paths and predictions I see emerging are: A 5-screen world (the 5th being your car…scary, I…

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Is Biopharma in or out? Shaping the New Healthcare Eco-system.

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It’s like a small earthquake occurring in the Biopharma/LS Industry. But an earthquake nonetheless! As usual, we start with the tumult of reports, trends, the content angst of “Change”… Start with a report from a Big 4 Consulting firm saying, “The silos must come down!”, and then another from Manhattan Research saying, Top Trend for 2014*: “Continuity of Care continues to build, meaning many points of care…”; or another Manhattan Trend, “Customers proliferate, demanding a coordinated approach.” Then you read some out-of-left-field news that Samsung is going to produce an Rheumatoid Arthritis drug and app to support it. And here’s a view of some of the non-Healthcare players moving in: The Healthcare Eco-System is breaking apart and coming together. Where,…

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The “Periodic Table of Storytelling”, an amazing resource for a strategy we all should embrace

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Storytelling by employees, patient advocates and patients themselves who just feel compelled to share…this is a fundamental strategy that Pharma, ACO’s, Hospitals, need to use NOW to break down the barriers between their customers/patients and the inherent regulatory and cultural limitations they have to deal with. As an example, Pharma which has a terrible reputation (undeserved, complex and not black and white), should be the first category to stop creating non-authentic, non-emotional, advertising and create credibility and connection through storytelling. It is a gravity point for human-2-human communications and connection. Unlike MLR fears of QOL promises gone amok, the fact is, patients just want to hear a “real” voice to relate to. Authenticity would do wonders for Pharma Brands. It…

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