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The Scoop – IMS Health Look at Social | Patient Perspective | Apple and Tesla February 17, 2014

Filed under: Corporate — CMI/Compas @ 5:15 pm

On Friday several team members attended IMS Health’s webinar “Is Healthcare Ready for Social Media,” thank you to Eugene Lee, Shyam Desai, Justin Freid and Andrew Miller for the following takeaways:
• The new FDA social media guideline would also impact branded content, sponsored content and native advertising that allows comments
o If a consumer or HCP comments on your social media page, it does not need to be submitted to the FDA
o According to the FDA, social media falls under ‘interactive social media’. This includes comments, blogs, forums, podcasts, app store comments as well as the major social networks.
• Mistakes happen in social; plan for them: while in social, you can’t anticipate everything, you can still prepare to work through it. It’s the concept of “planned spontaneity” where in your planning (for us in our approval processes) we should include possible outcomes and what the responses would be. So if/when things happen, we are ready for it and hopefully we accounted for it.
• Measure engagement (depth of interaction) more than postings
• Use social to provide qualitative insights for market measures
• Internal structures must be streamlined and employees trained in social
• YouTube ranks well on the IMS reach, relevance and health relationship index.
• Johnson & Johnson is the leader across social media reach, relevance, relationship and engagement according to IMS
• According to IMS Institute for Healthcare Informatics: Wikipedia has become the single most frequently used source of information for patients and also for physicians (so make sure great content is there). Note – while IMS focused heavily on Wikipedia, our team is taking this with a grain of salt. It’s important, but there are other more important factors.
o With Wikipedia being one of the top ranked sites across Google, many HCPs end up on Wikipedia as well HCPs respond to patient stimuli by going to search. So that means you have to do HCP search if you have consumer activities
o Wikipedia site visits have a correlation with sales/Rx
o 50% of US physicians go online for professional purposes use Wikipedia for info, especially on specific conditions
o Wikipedia healthcare info hits 3 million views per year for patients and physicians. 1) Tuberculosis, 2) Crohn’s, 3) Pneumonia; 4.2 Million views on Wikipedia for #tuberculosis each year

As the villain in Ratatouille famously said, “You know what I’m craving? A little perspective.” Today I bring you two interesting viewpoints that I found quite interesting. The first is from a NY-based man whose father went through treatment for terminal cancer in France; the family found that the healthcare system was so vastly different from that in America – simply because they didn’t have to worry about insurance – that the most basic care in France exceeded the best possible care in America. Fascinating. The second story, while posted on KevinMD, is actually perspective from a patient who shares that the best thing his doctor ever did for him was to make sure he understood that only he was truly responsible for his health. This was contrary to other doctors he’d had who tried to take on the burden for him, rather than acting as a member of his healthcare team.

Apple dominated this weekend’s news with three disparate but equally interesting stories. The first was around the potential that Comcast will purchase Time Warner Cable, which many news outlets immediately pointed out would be trouble for Apple TV – with some even urging Apple to stop Comcast (but can anyone stop Comcast – even Apple?) The second story, also in the mergers & acquisitions space, is the rumor that Apple is going to buy car company Tesla, spurred by an apparent meeting between the two companies. And our third Apple story of the day is that Apple is working on developing the iWatch to be able to predict heart attacks.

A startup called Guardant Health has developed a blood-test-based cancer screening tool and has raised $10 million to bring it to market.

Use of mobile technology has the potential to greatly improve a nurse’s performance, but there is still a usage gap between generations, according to a professor of nursing, who added “older nurses must get comfortable with the technology, while younger nurses must exercise patience while they catch on.”

– Carly Kuper, Strategic Marketing & Corporate Communication

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