“Beyond the Pill” is an important trend, as it encompasses all that pharma can be doing to better reach and affect patient outcomes beyond the treatments they provide. In the September MM&M expert roundtable, our CEO Stan Woodland explains, “Imagine if a pharma company decided to jump into that market. … It’s a big market to go beyond the pill. It’s a real opportunity for pharma to participate in health.” If you’re looking to know everything about this trend, this article is IT. Plus, Stan looks particularly dashing. Let me know what you think!
Speaking of going beyond the pill, we’re on the cusp of an interesting project where smartphones will be given to people to see whether use of health apps on those phones spur adherence and better health outcomes. If price is the main barrier to mobile health app adoption, this simple act would theoretically help bridge the gap. It will be interesting to see the outcome; notably the successful Text4Baby app is part of this pilot.
On a related note, a new comScore study shows that the majority of digital media consumption is happening on mobile apps.
An interesting Google-based trend study showed that for those in areas where living was ‘hard,’ keyword searches included free health information, while in areas where living was ‘easy,’ searches included things like where to find the best cupcake. It seems even silly but makes a lot of sense, especially when considering how to optimize search and other tactics by location.
-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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