FDA Closer to Regulating Dr. Smartphone

Pharma has been quick to take up its share of social media — companies have already staked out their space on Facebook, Twitter and even Pinterest.  Television ad spending is down as drug companies have increased their use of these new platforms to interact with patients and doctors.  Mobile health (mHealth) apps are on the rise.  And with an estimated 3.4 billion smartphone or tablet users with access to mobile health apps by 2017 (according to Research2Guidance), this market represents an enormous opportunity for pharma.  The market will continue to increase as smartphone use spreads into developing countries and as baby boomers age, two groups that could particularly benefit from improved healthcare information and access. Continue reading

Exploring the Benefits of Telemedicine

Telemedicine — transmitting medical information from one location to another by electronic means — has been evolving since the advent of the Internet.  Forbes reports that 2002 studies showed patients are more forthcoming and more likely to provide physicians with accurate data outside of a doctor’s office.  As such, telemedicine offers physicians the opportunity to improve patient adherence rates. Continue reading

Evolving Mobile Strategy Requires that Pharma Move Beyond ROI

A glance at the number of pharma-related mobile applications available on iTunes shows that mobile health has transcended its role beyond just another hot topic in healthcare.  These apps are increasingly popping up for all kinds of purposes ranging from patient adherence, to networking sites for physicians, to disease education.  For pharmaceutical companies, mobile health applications offer another avenue through which they can interact with patients and physicians.  For patients and physicians these applications are an easy way to help remember to take medications, valuable education tools and much more. Continue reading

Pharmaceutical Companies Aren’t Playing Games with Adherence – but They Encourage Patients to

Patient non-adherence is a never ending struggle for both pharma companies and physicians.  Whether patients skip their prescribed doses purposefully (for financial reasons, out of ignorance, or because they have started to feel better) or simply forget to take their medicine, patients non-compliance has significant negative consequences.  At the very least, patients can become sick again, and in bad cases, they may become worse. Continue reading

Is Mobile Health Changing the Face of Pharma’s Relationships with Its Targets?

The simple answer to this question is yes. Pharma has already produced a plethora of mobile and digital devices geared to both patient and physician perspectives. With the accessibility of these versatile apps, pharma’s targets continue to demand more. While a few research organizations have reported a rapid rise in physicians’ access to tablets, it’s not about the technology inasmuch as it’s about what the technology has to offer. Continue reading

Pharma Companies Working on Maximizing ROI on e-Detailing

Despite pharma’s best efforts to improve systems for calling on physicians, access to targets remains a problem across the industry. Many companies have turned to electronic resources as another avenue for communicating with these hard to reach physicians. With more and more doctors adapting to new technologies, e-Detailing can actually be quite effective. However, many teams still struggle to figure out the most efficient way to use e-Detailing – preventing them from getting the most return on their investments. In a recent study, Cutting Edge Information found a few major factors that maxime ROI for e-Detailing. These factors include choosing the best type and delivery method for e-Detailing, timing the initiative during a product’s lifecycle, whom the company targets, and how they integrate it into other promotional activities. Continue reading