Tag

UX

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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3 Ingredients to create a Patient Sales Force

By | Uncategorized | No Comments

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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Medieval Helpdesk to today’s UX: have we gotten any better?

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Customer Experience has been around forever. Only now has it become THE driver in the Economy —  for reasons we all know, ponder and agonize over as marketers. But more than mapping experiences or buying the best tools, we all need to focus on the quality of that experience — how information-relevant, how visual, how human they are in style and content. Sometimes you just have to laugh when you see someone does not “get” it — as you will when you watch this hilarious YouTube spoof of the Medieval Helpdesk (link at end of blog Post.). But the evolution of UX has now moved from push-pull marketing to the complex dance of technology and Human Insight and measurement. Let…

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Meaningful Use…how “meaningful” will it be?

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The WSJ reported that EHR expenditures reached $20 billion in 2013.  (http://online.wsj.com/article/PR-CO-20130418-910923.html?mod=googlenews_wsj) So, when one considers the evolution of the digital world and patient empowerment, they seem to feed off each other. The rise of EHR's and Meaningful Use is a forced behavior change for all stakeholders in the health care eco-system; and while the business side of health care is adopting, the vision of a patients' inevitable self-empowerment through EHR use may be capricious.  Let's look at Meaningful Use and some of the challenges for patients.  Let's start with the definition on Meaningful Use from the government IT site: The benefits of the meaningful use of EHRs include: Complete and accurate information. With electronic health records, providers have the information…

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