H2H Marketing is here: Is Biopharma ready? Probably not.

By | Artificial Intelligence, Communities, hospitals, patient-centricity, providers, Strategy, Uncategorized, Web/Tech | No Comments

Well, technology and marketing have caught up with a post I did nearly 2 years ago: the emergence of Human-to-Human marketing. Let’s do an update. The rapid evolution of marketing automation, BI tools, the ability to build a patient or customer profile based on far more than one-dimensional Rx consumption or prescribing habits, the era of Human-to-Human marketing is on our doorstep. Are we as Biopharma marketers ready and able? Probably not. But understanding what has evolved is also to understand how best to take advantage of it. To start to understand truly “human marketing” you need to see that equal value if the analytical tools, but also empathy and compassion. Cleveland Clinic sets the bar high but we should…

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11 CEO’s weigh in: Is there one main thing you could do to fix the healthcare system?

By | Biopharma, Communities, Current Affairs, hospitals, patient-centricity, providers | No Comments

Is there one main thing you could do to fix the healthcare system? Becker’s Hospital Review asked 11 healthcare system CEO’s what was the the one thing they each would do first to fix the system we have. What is interesting is not just what they say, but the implication that no matter what aspect of healthcare you work in, the challenges seem enormous and unresolved. It is like a wound that will not heal. For those of us working on the manufacturer side, these pithy quotes are eye-opening and can be taken as dire. But flip it on its head: these also expose opportunities for the Biopharma industry, which is in a tumult itself. Can these challenges be an…

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What is Value-based medicine? Is this patient or profit-centric?

By | Biopharma, Books, Communities, patient-centricity, Strategy, Thinking Out Loud, value-based medicine | No Comments

Value-Based medicine. Everyone is talking about it; biopharma is questioning what the managed market model will be when they launch new drugs, lots of hand-wringing and a fair dose of confusion (that included me, too!). So let’s use a recent Deloitte report and some CMS content to define it. What I ask is: do any of you readers see this impacting your brands today? Are people putting their heads in the sand? Are they accepting the inevitable and trying to shape it? Here’s an infographic from a Xerox company healthcare survey: After taking in that content and facts from the survey, it seems that uncertainty as to whom Value-based serves is greater than the end goal of better quality care…

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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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An Enduring Content Strategy and Mission Statement about Death and Humankind

By | Biopharma, Uncategorized | No Comments

“…Any man’s death diminishes me, because I am involved in mankind…” Working in healthcare is more than selling or marketing or manufacturing, it is about life, death, health and hope. If you work in healthcare, you need to know of this enduring content and its resonant power across the centuries. Have any of you read John Donne’s poem “No Man Is An Island”? Or “Death Be Not Proud”? Whether you have or not, what is amazing is that although his poems are over 350 years old, most of us, across the generations have heard or used a phrase or two from them.  In many ways, many of his words ring true to why we do what we do when you…

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Wearable research: Design? UX? No, accuracy of bio-metric data rises to the top

By | Uncategorized | No Comments

A 3-minute read, at best. I promise a chuckle inside the more serious business topic of wearables for health. A recent study is worth sharing; the one caveat being since the research was commissioned by a sensor company, one has to read it somewhat skeptically — yet, health wearables is a hot topic among consumers, so the research is certainly relevant. Now for the chuckle. From the New Yorker: Thanks New Yorker for always skewering a topic just right. Let’s look at recent research about a conversation I have rarely thought about: health wearable accuracy. Not being a wearable person, I would have thought that accuracy of bio metric data was a given or else who’d buy one? In this…

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7 Things an Oncologist Should Never Say to a Patient.

By | Uncategorized | No Comments

Summary: 2-minute read: this is an heart-felt article on CancerNetwork about one oncologists honest admission of what NOT to say to a cancer patient. So many of us focus on aiding or informing the doctor/patient dialogue, but here is an example of the painful reality of insensitivity reality patients face. We need to understand this because emotion is a part of the discussion, and we marketers shy away from any emotional language or communication. In reading this we should all remember one thing: in a world where automation and technology seem to have taken over many marketing conversations, humanity and empathy still rule the day as the most effective form of communication. What are the 7 things?  “I’m afraid I…

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Artificial Intelligence and Healthcare: It’s here but is it ready?

By | Web/Tech | No Comments

Summary, a 4-minute read: this covers the emergence of Artificial intelligence bots — like Alexa from Amazon — and how they are starting to be used in healthcare. But the challenges are as long as a python — from privacy to cost, customization to making it relevant. We all should know by now that AI is another industry-changing technology. Once you study it, the concept of “Beyond-the-pill” seems one-dimensional. But to apply it to a patient app it seems a bit premature. Or is it? What is in the market now? The AI tipping point has occurred, driven mostly by Alexa/amazon and Google Now. But people already use their voice-recognition software in their smartphones now. Just look at the landscape chart in…

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In health is the notion of “Trust” as important as a good User Experience? A new study offers the stunning truth.

By | Biopharma | No Comments

Summary: one new study by Makovsky/Kelton delves into the latest trends of online behavior and the issue of trust among key audiences and healthcare. The results seem to indicate that a good User Experience is almost as important as the source, if not more! Read on for the story and stats, and a few helpful conclusions. Are we really so superficial? Or have we as consumers finally reached that tipping point of where our Experience with Web site content is truly how we frame our trust of that content? Just check out this chart and see how the “trust” chart line and the “ease-of-use” from the Makovsky “Pulse of Online Search Survey, 2016”. I love human contradictions. We are so simple…

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