There have been news reports that the pharmaceutical market does not match digitalization because of problems in regulation, negative reporting, and risk disclosure. Digital media and social media cannot cure all diseases and solve all problems in the pharmaceutical market, but it does not mean that it cannot be a good choice. Here are a few good examples.
Novartis "Hey MS Take This" - the multiple sclerosis (MS) oral drug Gilenya (fingolimod, fingolimod) promo
To attract the attention of young patients with multiple sclerosis, Novartis humorously designed a short film for the upcoming oral drug Fingolimod. The patient stretches out his tongue confidently. This action has two meanings: on the one hand, it suggests pathological features, and on the other hand, the action of the patient taking the medicine. The promo was designed by Boda Bridge Advertising (FCB) in 2013. Novartis also invited patients with multiple sclerosis to promote it. The “Let's Talk†section of the company's Facebook page is also to encourage interaction. Fingolimod’s sales in 2014 were $2.48 billion, up 28% from 2013.
Bayer Grants4Apps - looking for start-ups in the digital healthcare arena
Last year, Bayer launched the Grants4Apps innovation project, providing a total of 50,000 euros in funds, providing free venues and guidance at the Berlin headquarters, hoping to find the five best start-ups in digital healthcare . In line with the Grants4Apps promotion, Bayer not only filmed the promotional film, but also held a tour meeting to raise people's interest in the project. The event website and the newsletter detailed the activities of the event, and Twitter, as the main position of social media promotion, broadcasted various introductions of company directors and scientists in different languages. Last year, a total of 70 companies applied to participate in this project; this year, Bayer issued an invitation to 200 countries, the application deadline is May 31.
Genentech RheumatoidArthritis.com - a website for patients
Genentech rheumatoid arthritis drugs have generated billions of sales, but new competitors have joined in and the company wants to maintain its leading position. Genentech hires CDMIConnect to help build online forums and communities to make it stand out. Patient representatives provide a variety of exclusive information in the community, and Genentech's original and doctor information can also be found above. To facilitate interaction of information on mobile devices, all content is visible on Twitter, Facebook, Pinterest, and in your mailbox. As long as the patient joins the forum, the CDMI user software will guide them to choose the most appropriate drug. According to the CDMI description, the patient has not refused. Genentech won the 2014 Clio Advertising Awards Bronze Award.
Johnson & Johnson Care4Today - Creative Medical App
Care4Today is the leading brand of Janssen mobile and digital medical tools. It currently has several apps covering heart health, plastic surgery, mental illness and drug management. Some tools also provide real-time tracking of patient information. For example, if a doctor finds that the patient has forgotten to take the medicine, he will send a message to remind him. Johnson & Johnson hopes to improve the individualized service before and after admission through Care4Today. Nowadays, the app satisfaction of several APPs is very high and the results are very good. The patient's time for medical treatment was shortened and APP dependence was improved.
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