Posts in Healthcare & Pharmaceutical

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Pharma's use of social has matured: report

Pharma use of social media is maturing as companies get more savvy about how they use social channels.

For its fourth-annual Social Check-up, Ogilvy Healthworld partnered with social data firm Pulsar and looked at the social activity of 20 leading pharma companies in the 11 months between January and December 2017.

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Is healthcare ready for AI, potentially the biggest innovation since the vaccine?

Artificial intelligence (AI) has permeated into many parts of everyday life, if you look hard enough you can see it in unassuming places; from the facial recognition of Google photos to the spam filter in your favourite email app. But perhaps it is in areas of commerce and industry where we can see its value the most.

Manufacturing operations are being optimised, data is being collated and analysed at an ever increasing rate, and deep learning enables 'intelligent' machines to make independent decisions without human guidance.

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How the blockchain can be applied in healthcare

While Bitcoin and other cryptocurrencies face dramatic price swings and are still the focus of controversy, interest continues to grow in the blockchain technology behind cryptocurrencies.

From digital asset rights management to advertising, there are many industries in which entrepreneurs and established companies are looking to apply the blockchain.

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How healthcare companies are getting creative to acquire data

Data is the black gold of the 21st century. This is perhaps no truer than in the healthcare industry, where data has the potential to help address some of the biggest challenges individuals face.

As in just about every industry, the companies that need data the most aren't always the ones that collect it. In some cases, valuable data is generated and owned by third parties; in others, companies need tools and technologies offered by third parties to collect data that they have the potential to generate.

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Employer-sponsored healthcare initiatives will create new opportunities for pharmas & medical device companies

Last month, Amazon, Berkshire Hathaway and JPMorgan Chase announced they were teaming up to launch a venture aimed at providing better, more cost-effective healthcare to their employees.

And then last week, it was reported that Apple is launching AC Wellness, “an independent medical practice dedicated to delivering compassionate, effective healthcare to the Apple employee population.”

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Will digital phenotyping ever be applied to pharma marketing?

The landscape for pharma marketing is changing rapidly and pharma companies are being forced to rethink how and to whom they market.

For example, it's now reasonable to talk about the possibility of a pharma company shunning sales reps entirely and instead using digital channels to reach healthcare professionals and patients directly – an approach that probably would have seemed unthinkable less than a decade ago.

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Could a pharma company shun sales reps and be successful?

Could there be a pharma, healthcare or life sciences company that decides to shun sales representatives?

Matt Lowe, pharma agency veteran and founder (just this week) of healthtech agency performance.io, believes that such a company, relying heavily on search and performance marketing, may be a possiblity in the next few years (albeit once somebody has the courage to take the leap).

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How AI is transforming healthcare

It’s fair to say that artificial intelligence has become a part of our daily lives. The average person doesn’t think twice about letting an algorithm provide music recommendations or directions on how to get from A to B. 

But what about health advice, or even medical treatment? 

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Three huge employers are going to try to disrupt healthcare

Late last year, reports surfaced suggesting that online retail giant Amazon was eyeing entry into the $400bn per year retail pharmacy market.

That still might come to pass, but in the meantime, Amazon is doing something that could prove far more disruptive.

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Which pharma companies are winning at social? Survey says...

While not without risk and regulatory concern, pharma companies have increasingly embraced social media in recent years.

As Tamara Littleton, CEO of social media agency The Social Element, put it, “The industry has realised that even if it ignores social media, its customers won't.”

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How Philips has benefitted from authentic influencer marketing

Brands continued to associate with famous or authoritative individuals in 2017, with the Instagram influencer marketing industry alone being worth $1billion.

It’s perhaps unsurprising then that this way of advertising is set to retain its popularity amongst brands for years to come; especially considering 71% of consumers are more likely to make a purchase based on a social media reference from an influencer. 

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A day in the life of... head of digital marketing & media at Philips

This week's interviewee is Blake Cahill, SVP Global Head of Digital Marketing & Media at Philips.

Cahill gives us the lowdown on what it takes to work in marketing at a multinational.

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