Archive for the 'Healthcare marketing innovations' Category

Page 2 of 3

brizzo

Our job is not to pass judgment but deliver compassion

Often times we are asked to do something in our professional life that is in conflict with our own personal values. Should we take a stand and not deliver? How do we resolve our internal conflict? As a nurse this came up often. Once we had a patient that was 15-years old. She was getting prenatal care, and this was her fourth pregnancy. She had been pregnant and miscarried three previous times but it looked as if she was going to carry this pregnancy to term. For many of the staff the idea of a 15-year old clearly desiring and trying for a successful pregnancy was in conflict with their own values of what age you should be before becoming emotionally, physically and financially responsible for a baby. However, this patient was not asking us whether or not we thought it was right, she was asking us to care for her and her unborn child for the best possible outcome.

I cared for her and managed her care based on this realization. It was no longer about whether or not she should be having this baby, but about how can we make this a successful pregnancy and prepare her for motherhood. We monitored her nutrition carefully, teaching her how to be as healthy as she can be for her baby. She was genuinely interested and followed our direction to the tee. We got social services involved to make sure her living arrangements were suitable for a new baby, and even identified alternative living arrangements once the baby arrived. We got her enrolled in Lamaze classes and breast feeding classes. She absorbed all of the information like a sponge.

She carried the pregnancy to term and once the baby was born she was prepared to care for it in the best way possible. She was connected to all of the social programs that would support her. She decided to breast feed the baby. And when you observed her with the baby she was very loving, gentle and confident with her. It was a blessing to see. Our job was not to judge her but to give her compassionate care, and that set her up for the best possible outcome.

Now I work in medical advertising. When I tell my colleagues about my job, they make me feel as if I went to the “dark side.” But I do my job with pride and feel that I have a responsibility to keep the information accurate and responsible, no matter what the subject. Sometimes I will be asked big questions about a product or therapy that challenge my thinking and values. People ask could a procedure be considered medically necessary (vs. optional), does is it’s MOA unique in the category? When I consider the patient who has the need for the procedure, and when I consider with compassion how this might affect them, I follow my personal beliefs and present the information about the procedure or therapy in a responsible and reasonable manner. My colleagues and clients are not asking me to determine if the procedure is right or wrong, they are asking me to have compassion for the patient who is considering having the procedure done, what they would need to know, and how they can be informed for the best possible outcome.

And in my personal life, as a parent of adult children now I have come to realize that they too do not want to be judged by me. There are times when they share aspects of their lives with me that I may not approve of but they don’t want to know if I think it is right or wrong. They are making the determination of what is right or wrong for themselves.  What they want from me is unconditional love and acceptance. When they want my opinion they will ask me for it. They are not asking me to “bail them out” when they make a decision that has consequences. They are taking charge of their lives, so I need to keep my judgments to myself and marvel in their accomplishments. What is best for them is to listen with compassion and care.

I have still have values that I treasure and uphold, but I don’t need to apply them to others, they are my values that guide my life. But when it comes to others I must remind myself of what I am being asked to consider, and what is being asked of me. Then my conflict is less important and compassion becomes the focus.

areinbolz

People are different and diseases are different – why should communication be the same?

The healthcare industry is going for the next cycle of evolution. The name: personalized healthcare. Roche has defined this as a key element of future strategy, and the IT business is following, offering solutions to manage all this individual patient data.

But if medical treatment changes, how does healthcare communication follow? It is common sense that patients and physicians do not only differ in their preferences for certain brands. Physicians are looking on treatment options from different angles: Some might be interested in the patient outcome only; others might put as much weight on practical or economical needs. Adding personalized healthcare adds complexity: For physicians, because the cases for a therapeutic regime are becoming much more heterogeneous – there is no silver bullet available any more for a certain indication. And for the patient, as an individual therapy might not be easy to explain with a standard patient leaflet. This is where individualized communication will not only be something “nice to have.”

Individualized communication will be the key, to support this therapeutic approach and help physicians and patients to understand risks and benefit. Extremely flexible and targeted communication that is capable for fulfilling individual subjective needs will be the key for a well considered decision. It is obvious, that pure print communication will not be able to fulfil this need. And this is where another trend in healthcare communication can play to it’s strength: Digital communication is the only channel capable for individualized mass communication. To ensure well informed physicians and mature patients. But also to build brands beyond the “one pill per day”-approach.

Written with: Arno Bock

brizzo

Calling on a nurse? Handle with care.

Calling on a nurse in a physician’s office can be tricky.

Many of our clients are asking us to consider reaching out to the entire office staff in our efforts to market their product, device or program. Reasons for doing so can be:

  • To foster a relationship with the physician they are calling on by supporting his or her office staff with materials and information
  • Enlist the office staff’s help in educating the patients about a condition or treatment helping to manage expectations appropriately
  • To play a pivotal role in adherence, assessing compliance to therapy, or scheduling important follow up visits.

But before we create materials or draft a plan for a “total office call” we need to be aware of the intended audience. In many physician offices there is a combination of RNs, LPNs or MA, which are referred to as “nurses”. But there are some dangers the company can get in if they don’t clearly understand the differences.

If a pharmaceutical or medical device company creates patient education materials that explicitly state, for the nurse to use in educating the patient and provide them to a MA in an office who is described as Dr. Jones’s “nurse” then you are suggesting that she can provide care beyond her scope of practice.  But even worse you can damage relationships with RNs or LPNs in the practice by calling the MA a “nurse” too.

Recently a nurse posted the following statement to a nurse blog:

“So Monday I was in a system-wide orientation for my new job as an LPN. I just graduated (so technically until I take my boards and pass… I’m a GPN). Anyway- there was a girl in our orientation that was an MA, and said she was a nurse at her Dr’s office. I was a little taken aback by this! Call me a brat but I went through a lot to get IN to nursing school, make the grades and graduate to be able to call myself a NURSE! Does this bother anyone else??”

Within hours there were 54 responses. People were quite vocal. One posting pointed out that there are laws in 28 states that protect the term nurse to be used by RNs and LPNs. The American Nurses Association states on their web site:
Continue reading ‘Calling on a nurse? Handle with care.’

leigh.householder

Everything’s bigger in Texas: Vote for our big, BIG SxSW ideas

Great news: Three panels we’re involved with have made it to the live vote at SxSW Interactive.

That means we need your help. The votes of people like you account for 30% of the total judging criteria.

Here’s how it works -

Thousands of people and companies submit panel and presentation ideas for SxSW, the annual interactive summit that CNN calls “one of the most important events in the international new media landscape.”

The team at SxSW reviews the proposals and sends some of them to the live vote.

Then, you weigh in. Just go to the site, login and start reviewing proposals. We hope you’ll comment on and vote on these three:

  1. Agency Be Nimble: Why We Need Innovation Labs
    Awesome panel about the competitive advantage that can be gained by dedicating resources to innovation. Jude (Innovation Engineer) and Sean Cowan (Digital CD) from our team will be joined by Leah McDougald, an amazing consumer insight miner at Lextant, and John Boese from Ogilvy’s global innovation lab + there are two unannounced guests that I look forward to telling you about soon.
  2. “Turn Your Head and Click”: Practicing Digital Medicine
    Kathryn Bernish-Fisher and I are teaming up to look at how technology is changing the way physicians make decisions. Kind of a peek behind the exam room curtain at what digital resources docs turn to and how those choices impact diagnosing, prescribing and patient care.
  3. Explosive Discharge: Digital Advertising for Big Pharma Clients
    You know you love that title, right? This panel – conceived by our very own David Sonderman (EVP/Creative Director) – is all about what it’s like to advertise for the prescription drug industry. It’s $3.2 billion ad spend is second only to automotive’s – so, very desirable for any client roster. These guys are going to look at what it takes to succeed in this highly regulated industry and just how good creative still gets done. We’re still recruiting for this panel, but already we’ve got leaders from the healthcare marketing industry as well as some great client-side thought leaders.

After the vote, SxSW and its advisers make a final decision on the agenda.

So, as they say: PLEASE GO VOTE!

areinbolz

The latest web trend: professional portals

A new type of website is getting more and more popular in the industry: The healthcare professional portal. Pfizer is doing it, Lilly is using this channel, too, and many others are on the way.


Some of those portals are heavily driven by new web technologies, using CRM integration and global templates; others are relying more on quality content adapted to local needs.

But they all reflect a paradigm shift in healthcare communication. For years, the product and its features have been the center of the universe. The content: “10 Features of product X.” Unfortunately, physicians felt those websites lacked relevance for their daily business. And actually this is what physicians would expect.

In addition, market research showed low credibility. In Europe’s major five countries only 11% of all physicians are using product  websites as a resource for information while 30% rely on product independent websites*.

Being a credible partner in scientific communication is becoming a critical success factor in digital healthcare communication. Physicians easily notice the difference: Just taking away the brand logo and wrapping key messages differently is not enough. A true healthcare professional portal reflects a real shift from a product centric, to a customer centric communication. Using the CRM could even pave a way into a future where different communication channels such as the salesforce and the web would work in a unified way.Friday night the physician has searched the website for “reimbursement,” Tuesday the rep can provide additional information on this topic right on his tablet pc. Will there still be a place for a brand website? Of course! Will it still be the main channel for digital communication in the future? Probably not.

* DocCheck Online Study: Internetnutzung von Ärzten in Europas Big Five, Stand 1. Juli 2009

Written with: Arno Bock

brizzo

Pharmaceutical advertising – the perspective of a healthcare provider

(Note: Brenda is an advanced practice nurse and a member of GSW’s Pink Tank, a division focused on women and health. She writes this post from her perspective as a practicing HCP.)

As a healthcare provider I can tell you that I am definitely influenced by pharmaceutical advertising. Is that all bad? Do I make prescribing decisions only because some drug rep has dazzled me by his brilliance or has cultivated a personal relationship that clouds my judgment in making the right choice for my patients?

Hardly.

I am still able to make choices that are best for my patients, and soak in all the information. I am able to discern the science from the promotion and integrate this information into my practice. But the influence that is beneficial is often not considered when the debate over pharma advertising ensues.

Because of pharma advertising I have increased my assessment skills.

  • I now ask women about their bone health, assess BMD, and assure their calcium and vitamin D intake is adequate. That is a direct result of what I have learned about osteoporosis from pharma advertising.
  • I now ask women about urinary incontinence and if it affects their lives thanks to a better understanding about stress versus urge incontinence provided by pharma and device marketing.
  • I now ask women who have migraines how having them affects the rest of their lives, even when not having a migraine, so if appropriate I prescribe a daily preventive medication rather than an episodic medication just to relieve the pain. Changing the conversation was suggested to me by pharma and has improved the care I am giving.
  • I have learned that pain is inextricably linked to depression in many patients, I now ask about both when patients present with pain and/or depression.

My patients have been influenced by pharmaceutical advertising too. They are now more comfortable in discussing their health; they have been given permission to discuss all aspects of their health openly. They ask more appropriate questions, they have learned to ask what is most important to them first, instead of having an entire appointment before they get to what is really bothering them. They might have even heard about a therapy they may want to try. If they are confident about a therapy then they will have a stronger commitment to it, a win-win.

So before we decide to stop pharmaceutical advertising or curtail it greatly, let’s consider all repercussion of this action. Advertising is not all bad. Give healthcare professionals some credit, we can hear the information and integrate it into our practice in an ethical way, and still make the best choices for our patients. The good that comes from pharmaceutical advertising provides far more benefits than detriments’. It raises awareness about health conditions, opens up the conversation and provides for an informed dialogue between the health care provider and the patient.

leigh.householder

Is WebMD destroying its brand?

At some point – in the long-forgotten past – I must have subscribed to Cosmopolitan magazine. I haven’t paid for the subscription in years, but the magazine continues to arrive each month – at every address I move to – complete with its blush-worthy coverlines and endless articles on how to be sexier, skinnier and otherwise happily scantily clad.

This is the content that I – and its 3 million monthly readers – have come to expect from that brand.

It’s not the kind of content just any brand could or should pull off.

Say, for example, the brand 66 million of us turn to for health advice: WebMD. We turn there to get plain-spoken explanations of diseases we’ve never heard of, advice on how to care for sprained ankles and sniffly noses, and – admit it – occasionally self diagnoses.

But, WebMD’s recent email campaigns haven’t been quite so healthy. No more wellness programs and seasonal flu avoiders; today, it’s sharing a new kind of advice:

I wonder if WebMD’s brand can survive this shift? Will consumers and healthcare providers be willing to dig through the wellness-lite content to get to the trusted health resources? Or will they move to a brand as serious as WebMD once was? QuantiaMD is one location betting on the latter.  Today, they provide expert opinions by and for healthcare providers, but they’re set to open a consumer space soon.

I’ll be watching for more serious destinations to follow. When it comes to their health, people are looking for two things:

  1. To understand the experiences and decisions of people like them
  2. To have an expert’s view into what to expect

Neither of those can come from a watered-down brand where serious health is mired in salacious coverlines.

pbonneville

Conventional innovation

Within the last year I’ve had an opportunity to attend four different medical conventions as part of the support team for projects we’ve created for our clients. Before my travels to these events, I’d spent most of my time behind the screen, programming the touchscreen kiosks and interactive stations that line the booths that are usually prevalent at these types of meetings.

Seizing the opportunity, at each of these conventions I made it a point to take in the variety of interactive experiences that were being used at all of the other exhibitor’s booths. Partway into the second convention, while once again taking in all the interactive attractions, it hit me. There was a lot of keeping-up-with-the-Jones’ going on between the various companies and brands but very little true innovation. Status quo was the norm and any unique or out-of-the-box thinking on how to engage conference attendees was rare if not altogether non-existent.

In recent years the industry has had to shift away from being able to hand out a bevy of marketing items that used to cause such a frenzy when convention centers opened there doors. The throngs of attendees turned temporary tchotchke-hunters were now being redirected back towards the original mission of these conferences: dissemination and access to value-added product information. In the wake of the fallen conference tchotchke market, it seems that all that remains are the ravenous sales reps and their clipboards, ready to dive upon any conference attendee that dares to venture into their exhibits. Well, the reps and their ho-hum touchscreens and video walls anyways.

It goes without saying that our industry has an extensive amount of legal limitations and FDA restrictions, but that should really not dictate how far outside the box that innovation is allowed to wander. It leads me to wonder how often ideas are squashed based on the assumption that legal will nix them before they have a chance to grow any legs.

Now is the time for innovation. As conferences and exhibitors are still settling into ever more stringent rules and regulations on what they can say and hand out, there is a massive opportunity to reinvent the exhibition booth that few companies are taking advantage of.

A lot of the opportunity lies in creating a toe-dipping experience for attendees. Engage them with self-guided interactive stations that are engineered to entertain and educate (otherwise referred to as edutainment) with interactive experiences that ultimately evolve into a conversation where the sales reps and product experts get involved.

In the age of the Internet’s anonymous access to nearly unlimited knowledge, creating booth experiences that can bridge the gap between self-guided product explorations that users are familiar with from Web surfing with the benefit of access to qualified experts that bring much more to the table than tchotchkes is where the opportunity for innovation lies.

With self-guided edutainment as a foundational concept for the exhibition booths of the future, let the brainstorming begin.

dkelley

The computer in your pocket: How mobile is changing marketing

There’s been a good deal of buzz amongst digital marketers about a Morgan Stanley report that was released on Apr 12.  Amongst other predictions in the “Internet Trends” presentation (streamed to the public from Google’s campus), the forecast that “mobile will be bigger than desktop internet in 5 years” caught my attention.  Whether it’s 4, 6 or 8 years, one trend is undisputable: consumers increasingly consume more content on mobile devices.

If you’re a client-side pharma marketer, do you know in detail what experiences and tools your publics (and patients) want to access on devices?  Or would be useful to them?  Have you even asked that question, or mined conversations online to arrive at that understanding?

Some marketers will write-off apps as a fad, but that’s a huge mistake.  Apps – and the smartphones that run them – are here to stay.  Smartphones are palm-sized mobile devices (e.g. BlackBerry, iPhone) that do pretty well anything a standard desktop computer (or laptop) can do; more about them in a little bit.

First, let’s look at a couple of innovative tools and apps in pharma.  They certainly exist!

Niche app/tool combo to solve for children testing blood sugar levels

Parents whose children suffer from juvenile diabetes spend a lot of time (and effort) ensuring their children test blood sugar.  No child can really look forward to a finger prick; the “it’s for your own good” coaching and finagling only goes so far to motivate a child to test regularly.  How does a pharma help solve for that problem?  How does it add value to the lives of parents and children (and possibly gain some social responsibility equity)?

Consider Bayer.

The company is about to launch in the US the first glucose meter that plugs directly into a game console – it’s hard to think of something that could more effectively motivate children to test regularly (you can read more in this BusinessWeek piece).  Bayer didn’t come up with the idea – it saw an opportunity to commercialize a product that somebody else invented.  Bayer will use its marketing and distribution muscle to induct the product into more markets, quicker, than the inventor could dream of.  That’s the opportunity pharma (and other verticals) have – to sponsor and accelerate to market products and solutions that truly enhance people’s lives and tie back to the pharma in a meaningful way (e.g. complement a major therapeutic area or specialization in R&D).

Continue reading ‘The computer in your pocket: How mobile is changing marketing’

jhodroge

Better digital starts with collaboration

The interactive visual aid, more commonly known as the IVA, is undergoing a revolution.

The IVA, a primary sales force tool, used to be a direct copy of the printed sales aid. Now we’re taking advantage of all the digital space has to offer to create an interactive, relevant story for our audience. We’re thinking about how our audience gets  information. We’re still presenting straight charts and data, but we’re also including new snapshots of data, some that are interactive and some that are animated. Information presented in a new way that hits home for a physician, encourages the sales rep and physician to have a better conversation.

To get there, it meant changing our way of doing things.

In the past, we may not have discovered until the final approval process that a piece didn’t meet certain legal or regulatory standards, standards that continually evolve. However in this case, we began with collaboration. We started talking with our legal and regulatory counterparts at the concepting stage. We brought them in at the beginning, sharing our mindset. Of course we always had the medical point of view; but, it was helpful to share our creative goals early and often with our full team.

With consistent involvement of all parts of the team, the hurdles became much less, because everyone was in on it from the beginning, no surprises. We were not the only part of the team that was eager for the project to succeed. Everyone had a stake in the success. The team had a good understanding of what we were trying to accomplish creatively, so they provided feedback that helped us get there.

Extending connectivity to more stakeholders.

Now, as we begin to plan for future projects involving the IVA, Jeff Stauffer, VP, Digital Strategy at GSW Worldwide believes that in the near future, we can look forward to a lot more connectivity. He says that with the introduction of the iPad and other similar hardware, the digital game will change. Reps will have an easier time handling the hardware, for one. Physicians could enjoy real-time connectivity.

Real-time connectivity for the IVA could mean that as a rep talks with a physician during a sales call, they’d be online and maybe also see that a thought leader is also online. A real-time conversation could happen – creating interactive connections between people, on demand. We have Skype and webcams. A global, mobile conversation could take place at just the right time and place for all the participants.

Of course this type of connectivity brings with it a whole new set of concerns. Being able to openly discuss these concerns with the whole team will help bring new ways of thinking – about how the IVA could work -to life. Taking the time to put all parts of the team in a room (even if it’s virtual) to discuss the goals and desired outcomes will help us get there sooner, all while delivering the best creative.