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Articles by Paula Fullman
Using the Voice of Moms to Examine Vaccine Sentiment
The COVID-19 pandemic uncovered even more proof of just how important it is to address all populations according to their cultures as well as social determinants of health (SDOH). In fact, doing so will certainly be a key component of promoting COVID-19 vaccines to all patient populations, once they are finally ready for the market.
Movers and Shakers July/August 2020
Ogilvy Gains New Global CEO In need of a replacement for retiring CEO John Seifert, Ogilvy grabbed the well-known digital marketing guru of Deloitte. Andy Main, a modern leader who is expected to advance the agency through creativity and technology, was previously the global head of Deloitte Digital, making it a world-wide leader in the ad industry through a series of acquisitions that included Acne and Heat.
COVID-19 Pharma Marketing Strategy and Spend Survey Results
The global pandemic has transformed society and everyday life, directly impacting consumers’ media consumption patterns and preferences, as well as their decision-making process as it relates to healthcare. In-person interactions have sharply declined, for patient-HCP and also salesforce-HCP interactions, forcing pharma companies and their marketing partners to take another approach to communicating product benefits and facilitating prescriptions.
Putting the Human in Healthcare: Technologies Shaping the Patient Experience
Life sciences companies are striving to create better connections across the health ecosystem in support of patient care. As marketers in this industry, we aspire to facilitate integrated patient and physician engagement with a continuous, informed, and humanistic approach—one that senses and responds to the needs of individuals in the moments that matter most.
Sprint Through Real-Time Promo Review
Agility benefits the entire value chain process, from basic research to clinical development, to marketing communications. McKinsey explains that with an agile framework, change becomes part of the norm (rather than a disruption that seems to crop up randomly every other year), and it evolves fluidly and naturally—often bottom-up, without intervention from the top. Enhancing promotional review agility in a digital world may represent one of the more interesting and needed applications of agility.
Progress Toward an Ethical Mindset
Everyone agrees that industry must move from rules- to values-based decision-making to ensure compliance with government requirements. For sustainable risk management, Commercial must think about “what’s the right thing to do” when designing initiatives and interacting with external audiences. It’s not enough to check off the certification box that training has been implemented and employees have completed the exercise.
Evidation Health Turns Everyday Behavior Data into Health Insights
Can characterizing everyday life improve treatment for patients in chronic pain? Can a conversation be used to detect the hidden beginnings of Alzheimer’s? These are the types of questions that Evidation Health is asking and answering through its novel technology platform that analyzes the everyday behavior data patients are already collecting through wearables and apps.
Vitls is Developing Small, Disposable, and Unobtrusive Wearables
The vast majority of today’s medical-grade monitors being used in hospitals are large, clunky devices that patients hate wearing—and hospitals probably hate having to use. Werner Vorster, Founder of Vitls, wanted to offer a better solution. Something that patients barely even notice that they are wearing and that hospitals can easily get rid of. But the ramifications for a device like this can go far beyond just hospital use. Think continuous monitoring for chronic disease patients.
The Muscular Dystrophy Association Launches Expanded Patient Data Hub Initiative
The Muscular Dystrophy Association (MDA) has been building a longitudinal provider-entered registry of neuromuscular disease patients for about the past four years. And this fall the organization will be launching the expanded MOVR (neuroMuscular ObserVational Research) data hub.
The Advantages and Disadvantages of Blockchain in Healthcare
Recently, I was sitting with a former co-worker talking about still unsolved gaps in the healthcare ecosystem. We discussed the role a pharma, biotech, or medical device manufacturer plays in supporting patient access to the therapies a doctor prescribes and how difficult it is to get the information needed to support that patient. The crux of the issue: The lack of trust in the accuracy and rights to the data exchanged between collaborating companies.
Disproving Common Launch Misperceptions with Data
When pharma marketers design their roadmaps to market the latest therapies, they often make decisions based too heavily on instinct and experience. That’s the marketing equivalent of army generals fighting an upcoming war using military tactics from the last battle they won. History might repeat itself, but you shouldn’t count on it.
Is Your Brand at Risk?
Big data analytics has played a major role over the past few years in the advanced targeting of advertising. In response, ad agencies have adopted new technologies which allow them to cater to their clients’ expectations with near surgical precision. Is the agency response enough to fulfill the unique needs of the pharmaceutical industry? Are brands asking the right questions to ensure their needs are met?
PFFD: A Game Changer?
The 21st Century Cures Act (Cures Act), which was passed by Congress, includes mandates to provide the U.S. Food and Drug Administration (FDA) with resources to modernize the Agency’s scientific and regulatory programs. Patient-focused drug development (PFDD) is one of the strategies. The Cures Act creates a window of opportunity for reliance on data developed in less traditional forms, most notably real-world evidence (RWE) like patient reported outcomes (PROs).
Protecting Patient Data
If knowledge is power, big data has made us a lot more powerful in recent years. But there’s a flipside to the progress in data collection and analytics, and that’s the concern about privacy. Recent highly publicized leaks and misuses of data have made consumers leery to trust anyone with their information, and regulators are also starting to recognize the need to protect us from overly intrusive behavior by governments, corporations, and individuals.
That “Can Do” Attitude
Companies that are committed to patient-centered healthcare must incorporate the patient’s voice in all stages of a product’s lifecycle—from preparing the clinical trial program to commercialization and market access. This commitment requires application of behavioral science metrics and predictors to drive product development, treatment compliance, and integrated solutions.
The Trouble with Sampling in the State of Ohio
Have you ever heard about Ohio’s Terminal Distributor of Dangerous Drugs (TDDD) licenses? Before last year, the chances are fairly good that you hadn’t. Yet for decades, Ohio state law required pharmaceutical manufacturers to verify that physicians and healthcare organizations either had a TDDD license or were exempt from needing a license before leaving a sample for any prescription drug. If this is news to you, it was to many others within the industry as well.
Can Cross-Functional Leaders Competently Embrace Digital Innovation?
Is your company focused on accelerating digital transformation to become more patient-centric? That’s a rhetorical question since the life sciences industry has clearly established digital innovation as a business priority. Digital innovation runs the gamut, from marketing tactics (e.g., apps, websites, digital communities) to relationships with providers/healthcare systems (e.g., EHR).
Pilot Program Tests Easing FDA Regulatory Burdens for Lower Risk Medical Devices
Worries about the ability to bring new products to market are hardly new to the life sciences industry. Companies must overcome tough obstacles, including a long (and costly) approval process. The industry’s latest annual shareholder (10-K) filings echo these concerns.
4 Reasons Informaticists Should Build Health Data Science Competencies
As healthcare becomes more data-driven, it is now more important than ever for health informaticists with particular areas of domain expertise (pharmacy, nursing, medicine, public health) to also acquire skills in the area of data science and health analytics. 1. Data Analytics Provide Actionable Insights: It is not just about what you know, but what you can actually do with that knowledge.
Disclosing Connections With Advertisers on Social Networking Sites
In April of this year, the U.S. Federal Trade Commission (FTC) issued more than 90 letters to celebrity influencers and marketers of a range of products, from clothing and accessories to food and beauty products. Prompted by a request led by Public Citizen to take action against noncompliant endorser disclosures that the FTC received last fall, these letters reminded endorsers of their duty to disclose connections with advertisers.
Using HEOR Data to Improve Healthcare Quality and Costs
As a statistician and outcomes researcher, I have supported healthcare providers and administrators in the collection and analysis of real-world data for over 15 years with the aim of understanding the association of patient characteristics and treatments associated with improved outcomes. Often these analyses were the starting point for quality or process improvement initiatives.
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