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Δευτέρα, 9 Ιανουαρίου 2017

Pharma-to-physician social media and app marketing will soar by 2018: report




Pharma companies’ marketing communications to their target audience of healthcare providers are increasingly digital. That's not terribly surprising, considering the uptake in digital channels among physicians for professional use.
What is changing, however, is the way pharma reaches doctors, according to an annual report from from healthcare and pharma solutions provider Indegene. In 2016 in the U.S., brand promotional emails, healthcare provider portals and key opinion leader webinars are the top three ways pharma companies reach out. However, by 2018, KOL webinars, social media and mobile apps will top the list, with social media and mobile apps growing the fastest, by 50% and 27%, respectively.
The social media investment is already underway, which will power the expected usage jump, Urvi Mehta, senior manager, strategic relationships at Indegene, told FiercePharma.
“Social media is a very powerful channel that can help in understanding the end consumers. It’s easy to make marketing decisions like segmentation, course of patient education, and influence adherence through listening and analysis of the social behavior,” she said.
While KOL webinar growth will be smaller at 8.8%, that channel was identified as the best return-on-investment generator by the more than 100 global pharma and life science companies that responded to the survey.
ROI, in fact, is an ongoing concern. Even among the rise in projected spending, seven out of 10 pharma companies noted that demonstrating ROI is the biggest barrier when implementing new communication strategies.
U.S. pharma companies are second globally in digital spending, with 31% of companies spending more than 20% of their budgets on digital. By 2018, Indegene expects that to increase to 40% of companies. China leads with 33% of its pharma companies spending more than 20% on digital, and that figure is expected to rise to 50% by 2018.

Πέμπτη, 8 Δεκεμβρίου 2016

Επικίνδυνες οι επικείμενες αλλαγές στη φαρμακευτική πολιτική




Την έντονη αντίθεσή του στο ενδεχόμενο θεσμοθέτησης και εφαρμογής των αλλαγών που προωθεί το Υπουργείο Υγείας στη φαρμακευτική πολιτική, εκφράζει ο ΣΦΕΕ, χαρακτηρίζοντάς τες ως «επικίνδυνες» τόσο για τη βιωσιμότητα των φαρμακευτικών εταιριών όσο και για τους ασθενείς.
Η αντίθεσή αυτή συνίσταται στο γεγονός ότι παρεμποδίζουν την απρόσκοπτη πρόσβαση των Ελλήνων ασθενών στις αναγκαίες γι’ αυτούς θεραπείες, καθυστερούν σημαντικά (2-4 χρόνια) την είσοδο νέων θεραπειών και πλήττουν καίρια την καινοτομία (οριακή και επαναστατική καινοτομία), τη Δημόσια Υγεία, τη βιωσιμότητα των επιχειρήσεων και τις θέσεις εργασίας.

Τετάρτη, 7 Δεκεμβρίου 2016

How artificial intelligence is the future of pharma




 By Professor Jackie Hunter*

There needs to be a fundamental shift in drug discovery and artificial Intelligence holds the key to bringing the pharma industry into the 21st Century.
The current drug discovery process needs to shift dramatically in order to meet the needs both of society and patients in the 21st Century. Artificial Intelligence and machine learning in particular, present the pharmaceutical industry with a real opportunity to do R&D differently, so that it can operate more efficiently and substantially improve success at the early stages of drug development.
The long term benefits of this will mean that the vast resources and money used to develop drugs in the current process will be deployed more effectively to give not only a better return on the investment but also a substantial increase in the delivery of new medicines for serious diseases.

The current drug discovery process – too lengthy and very expensive

It can take up to 15 years to translate a drug discovery idea from initial inception to a market ready product. This contrasts with the rapidity of innovation in other industry sectors.