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User Experience

30,000 new patients? Free consults? Telehealth/Telemedicine takes off. (But can doctors compete?)

By | Artificial Intelligence | No Comments

(A 3-minute read but great content to explore to get the deeper story! I am going to bookend this post.) Here’s a novel idea: maybe Biopharma can expand their business model to include tele-health services and develop this new revenue stream and offer it to large health systems? These past few weeks seemed like “Tele-health Month” in my email and in the content I read weekly. But as usual amidst all the noise, market and human realities need to be considered. Before we get to the take-off of tele-health, let’s look at the current leader of the treatment model — the doctor. Tele-health vendors are filling in some vital cracks in the health system. Doctors in large systems or in…

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The A.I. Challenge: What happens when robots replace truck drivers? A fascinating view of one economic theory.

By | Artificial Intelligence, Biopharma, Current Affairs, Strategy, Web/Tech | No Comments

AI is seeping into our conscious but not as quickly as it is seeping into the technology we already use or about to purchase — like Amazon Echo or Financial Service Bots, to name two. What happens when robots replace drivers? Not just like the Uber Pittsburgh pilot, or those in Silicon Valley, I am speaking of the real truck drivers — and the Pew interactive graphic is a bit stunning to view — never did I imagine in so many states being a truck driver in the dominant job. This email from the Octalysis a Weekly email, which usually has a singular focus on gamification but this week took a social engineering note that blew my mind. Here is…

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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

By | Biopharma | No Comments

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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H2H Marketing in Biopharma: A Utopian ideal, naivete or the inevitable and needed conclusion.

By | Uncategorized | No Comments

So what happens when Biopharma deploys all the digital/multi-channel technology it is investing in? A vessel without a mission is one adrift. You won’t just be crunching data, blasting emails and refining Segments, you will be speaking with people, on their terms and with their own specific emotions and motivations. Time to talk about H2H. H2H, in simplest terms, is approaching marketing from a profoundly human, empathetic, authenticity-based common sense approach. It is the wrapper around the technology. Why is H2H important to know about? Because to ignore it is to court failure of the greatest magnitude and to embrace it is to pave the path to a future where healthcare is truly patient-centric and our industry reputation goes from…

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Inspiration-time! Great sites for UX, Story-telling (and not Pharma! one’s either!

By | Uncategorized | No Comments

Navel-gazing, they call it.This used to be the expression for folks who were too self-engrossed to see beyond their belly button. All too frequently, all of us suffer from it. With content creation, technology and media evolution happening faster than Moore’s Law, it is very easy to become myopic in how we view Digital/MCM. To get past this, we should search, crave, embrace sources of inspiration to make ourselves smarter, better marketers. Case in point: I was working with some great folks at AppWapp in Montreal (http://www.appwapp.com/en/index.php), and the project/design lead, Sabrina, and I were struggling a bit to take my Brand Exercise output and craft the new Web site experience for Pleio, the patient adherence company. I suspect I…

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mHealth Apps: Brands missing both ends of the Patient Journey

By | Uncategorized | One Comment

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!

By | Uncategorized | No Comments

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.

By | Uncategorized | No Comments

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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