A study by ON24 and MedData Group found:
- 84% of physicians would prefer attending CME events online
- 74% owned or planned to buy an Apple iPad within the next six months
- 96% percent said they saw benefits to attending meetings, conferences and CME events virtually
- 76% said they believe the number of virtual CME events is increasing
- 96% said they would be able to attend more conferences, meetings and CME events
When asked what they would like to see in CME:
- 61% said a non-nasally, clear-voiced presenter
- 42% said funny, entertaining presentations
- 36% said a fast-paced delivery
From: AMA News
Citing similarities in risk between aviation and healthcare, some groups are recommending an oversight panel like the National Transportation Safety Board (NTSB).
The proposal is the latest iteration of a decade-long push for medicine to imitate the safety success achieved by commercial aviation, which slashed the risk of death in a crash from 1 in 2 million in the 1970s to 1 in 10 million today.
From: AMA News
Some interesting advice from the Society of Digital Agencies on how to restructure marketing departments:
- Do What Feels Wrong
- Move Like A Technology Company
- Market With A Rhythm
- Behave Like An Entertainer
- Make Media Attribution Part Of Marketing
The FTC likes to get in on the health claims action just as much as the FDA. When it comes to health and fitness claims for products outside the FDA purview they are showing they can have teeth. This settlement comes after Reebok was fined $25M for similar issues.
At issue here is the claims by Skechers that there was clinical evidence about their shoes. Apparently they were a little too liberal with their interpretation of said studies.
A blog post by John Mangano at comScore about how the click is still a very relevant metric for Pharma companies. John authored the recent study that showed sustained lift in Rx for consumers who visit branded pharma sites.
Educating patients about a medical condition and how to treat it is not something that a banner ad or interactive ad unit can do alone, especially when one considers the amount of real estate that a drug’s accompanying safety information requires. Even a television ad faces challenges in conveying convincing and compelling information about a particular treatment in 30 to 90 seconds. Indeed, there are very few mass marketing vehicles that are as effective in educating patients about a particular treatment as a website. In our studies on pharmaceutical advertising campaigns, we have found it’s the depth of information provided on a pharmaceutical brand’s site or microsite that’s a key determinant of success in attracting and converting patients.
In related news, David Shronk, the senior director of the pharmaceutical division at comScore, gave an interview with PharmExec in which he extolled the importance of designing the digital experience as a unique entity.
From: comScore Blog
Women tend to use social technologies more than men, and they also seem to click on more ads.
During Q4, females’ click rate of 0.075% was 12% higher than males’ rate of 0.067%. In Q3 the difference was even starker, at 21.2%.
In related news, a Greenlight survey reported that 87% of people use Facebook, but a full 44% claimed they would never click on Facebook ads. Mitigating this result are two facts: 1. people rarely do what they say they do, and 2. many of the new Facebook ad formats, such as sponsored stories, don’t actually look like ads. So, when developing a Facebook strategy ensure the team gives serious thought to the engagement tactics.
In a head-to-head test AliveCor’s investigational iPhone ECG performed as well as a purpose-built ECG. This usage of the computing power in smartphones for medical devices could trigger a seismic shift in medical technology. Remember when consumers used to have a Walkman, a camera, a voice recorder, an alarm clock, a map, a GPS, etc? Now they have smartphones and all of those other devices have been shifted into specialized niches. If the trends move toward cheap mobile devices connecting to sensors rather than all-in-one medical equipment there could be extensive cost savings involved.
Facebook announced it’s App Center as a place where users can quickly find quality apps on both desktop and mobile versions of the platform. If successful this tool could create much more compelling reasons to build apps on Facebook, something that Pharma has only done sporadically to date. (Note: we don’t include apps that simply show web content as real apps.) Issues that pharma may see in the new App Center:
- Apps could get much greater uptake
- Only “quality” apps will appear in the list, so user feedback is critical
- The App Center has a mobile focus, so this could be a strong motivator for relevant mobile apps
- Apps just need a detail page to get started
To date Facebook apps have been relatively rare in pharma marketing. This tool can help, but with user ratings featured so prominently, any proposed app needs to be truly engaging, not just a broadcast mechanism for static information.
From: Facebook Developers Blog
A new report by Enspektos performs a deep dive on moms and digital:
- 53% of mothers say content consumed on social networks such as Facebook have had a moderate to high influence on their opinions about health and wellness
- Among online mothers owning smartphones, 40% have downloaded health/wellness apps from Apple’s app store or other sources
The related report from Enspektos quotes many statistics from a BabyCenter report from 2011: Meet Dr. Mom.
From: Path of the Blue Eye
- 62% of physicians use a tablet (mostly iPads) – Manhattan Research, plus: HCP social networks are stagnant, and online video is widely used
- Editorial in Forbes about Happtique’s threat to pharma if apps are prescribed rather than drugs
- How cookie-tracking regulations affect email marketing (short version: not much)
- For National Women’s Health Week, the U.S. Food and Drug Administration’s Office of Women’s Health created the Healthy Women’s Action Kit.
- Acorda Therapeutics gets warning letter for not disclosing adverse events within the 15-day window.