Our colleagues at Dose of Digital have assembled two sets of key takeaways from Tuesday’s draft guidance documents on “Internet/Social Media Platforms: Correcting Independent Third-Party Misinformation about prescription Drugs and Medical Devices” and “Internet/Social Media Limitations – Presenting Risk And Benefit Information for Prescription Drugs and Medical Devices”. The examples provided in the draft documents provide illuminating examples of the FDA’s thinking for Pharma companies attempting to participate in the world of Social Media, as we wait for the full and final agency guidance, expected later this year. Well worth a look.
Beet.tv spoke with our North American co-CEO, Rob Rogers, as part of their series titled “The Road to Cannes.” The video is available here.
“Health care is evolving at a rapid rate and so is health care communications. Digital will play a greater role,” he says. “We look for ways of introducing simplicity. We need to deliver some very simple messages,” he says. “We often look for video to add that contextual element. Data can leave you cold but video can add a warm element.”
The interview is part of the leadup to the Inaugural Cannes Lions Health Ad Festival.
Sudler’s Chris Duffey has co-authored (with Katie Erbs from Google) a fascinating overview of the top ten trends in mobile, and how they are impacting the healthcare space, which was featured on the front page of the Guardian site today. “Mobile health has undoubtedly become ubiquitous across our lives and is poised to change the horizon line of the healthcare landscape in a mighty way,” says the article.
A team at the University of Texas have announced the development of the smallest, fastest and longest-running tiny synthetic motor to date. The team claims their nanomotor is an important step toward developing miniature machines that could one day move through the body to administer insulin for diabetics when needed, or target and treat cancer cells without harming good cells: “the first of its kind for controlling the release of drugs from the surface of nanoparticles” says Assistant Professor Donglei “Emma” Fan.
In more Kinect related news, NovoNordisk and UK agency Emotive have jumped on the bandwagon, but added the pre-release Oculus Rift virtual reality headset to deliver a neat diabetes education game that allows users to get an immersive glimpse inside the body of a hypothetical patient. Med City News has the full story, including a link to a video demo of the game.
Recent articles highlight three groups developing health care solutions using Microsoft’s Kinect motion sensor: Tech Republic reports on two ambitious new projects that are using Microsoft’s Kinect in creative ways to improve rehabilitation for recovering stroke victims. Simultaneously, PSFK reports on Italian researchers using Kinect to help autistic children socialize, by identifying the emotions being felt by a person sitting in front of it.
David Stein, New York’s Associate Director of Development, reports:
The intersection of health and technology was one of the main themes in this year’s
sessions. Along with finance and education, health was discussed as one of the last
major economic sectors yet to be “disrupted” by new tech. Potential disruptions being discussed included wearable health sensors and real-time monitoring, connecting
health care providers and patients in innovative and cost-effective ways, and improving
consumer access to and control over their own health data and history.
Another trend this year was a marked increase in the number of international speakers,
subjects and trade floor vendors. One thing that did not change was the noticeable
absence of Apple, other than on the laptop logos on every panel table. Maker culture
(makerbots, Raspberry Pi, etc.), robots (for example the Robot Boxing Machine
competition), and wearable tech remained strong, as did the focus on responsive web
design (or, as it will soon be known, “web design”) and all things mobile. The
importance of device agnosticism in web development and User Experience were also
mentioned frequently. Chelsea Clinton and others spoke of the need for adapting tech
innovation for social good.
The overall use and abuse of user data was probably the biggest single theme this year.
Keynote speakers included Edward Snowden, speaking live from Russia, and Julian
Assange, from his new home in the Ecuadorian embassy in London. There were
numerous sessions, workshops and informal discussions throughout the week on both
the positive potential for “big data” and personalization or microtargeting, on the one
hand, and user demands for privacy and organized resistance to surveillance on the
other, and the difficulty in resolving the tension between these two ideals.
More snippets (real time commentary) on our Tumblr blog.
Our Director of Digital Strategy, Andy Bond, has published an article that discusses how digital may be able to help marketers survive in the ever-changing healthcare environment. “Pharma companies can provide tangible ‘pill plus’ value by creating innovative digital programs and tools designed to drive better patient outcomes,” he says. Read the full article at PM360online.
It’s always great to have our work recognized by our peers, and the Digital Strategy, UX, and Dev teams really came together seamlessly with the traditional agency creatives in our work on the Ferring Fertility franchise site, which was honored with a silver award in PM 360 magazine’s Pharma Choice awards. The database-driven site, with ability for doctors to register their clinics, and the brand team to update events, is highly search engine optimized, with an advanced aesthetic that pairs the rational and emotional reasons to prescribe Ferring products. Congrats to the teams!