Aptitudes

A blog powered by Aptus Health, offering points of view on the changing world of healthcare.

The 9 million patient statin gap: How are HCPs addressing it?

Differences in leading guidelines on statin therapy to prevent stroke and heart attack leave practitioners uncertain of how to treat about nine million patients. This gap includes many patients younger than 60 years old and those who have diabetes. Should these patients be prescribed statins or not?

We asked U.S.-based members of our digital HCP platform what they thought about the lack of alignment between the guidelines, and how they were addressing the uncertainty.
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Whatever your position, geo-targeted formulary status messaging is a win

A lot can change over the span of just a couple months – changes that can have either a positive or negative impact on a brand.

Today, many brands are feeling the impact of a recent change in formulary status. Whether you’re basking in the win of an improved position or trying to defend against competitive products that may have recently won a higher status, you can’t afford not to get your message out there.

Geo-targeted mobile messaging—whether in the physician’s office, the pharmacy, or even in a patient’s living room—is a proven way to promote your message in ways that drive awareness and growth.
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Test & Teach: A Measurable Approach to Engagement

Steve Smith, PA, Vice President of Univadis Strategy at Aptus Health

Every advancement in medical research brings a greater number of informed decisions that healthcare professionals (HCPs) must be equipped to make. It’s a real challenge. And one where Aptus Health can make a real difference. A recent segment featured on our digital HCP communities illustrates the power of our crafted Test & Teach™ interactive, expert-led approach to helping clinicians sharpen their expertise when it comes to making decisions that impact patient care.
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Live and Kicking: Our RxStart Solution

The most recent addition to our family of solutions is now up and running, and showing early signs of success. Thanks to our strategic partnerships with three Electronic Health Record (EHR) and ePrescribing partners—NextGen Healthcare, Office Ally, and NewCrop—this free sample medication and patient support program is available to over 75,000 U.S. providers, and is now enrolling patients.
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HCPs on the Current and Future State of the Affordable Care Act

Lately, the U.S. media seems to report on a new or imminent change in policy almost daily. Not surprisingly, healthcare providers (HCPs) are thinking about how this new administration will impact their practice. One political conversation in particular, the fate of the Affordable Care Act, has real consequences for how care is provided in our country.

HCPs engage in our digital communities for a wide range of reasons, including to share their experiences and learn from peers and experts in their field. They’re also not shy about sharing their own attitudes about the current and future state of the ACA, and what it might mean for their patients.
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When turning off a piece of the digital ecosystem risks turning away your audience

It’s easy to say that the sum is greater than the parts. Yet without an integrated campaign strategy that addresses audiences at key points in their decision making journey, it can be hard to quantify how much greater that sum actually is. That can make it tempting for brand marketers to stick to one-off or disconnected “best of breed” tactics.

Yet our experience shows that life sciences companies that don’t have an integrated multi-tactic and multichannel digital plan in place may not only be missing out on compounded impact –they may also be unintentionally preventing target audiences from fully engaging with their brand. Yikes.
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The Time for Digital Architecture in Pharma is Now

Brad Davidson, PhD. Medical Anthropologist and Senior Strategy Consultant, Aptus Health

Research proves what most of us already suspected.

While the world, from healthcare providers and patients to Maasai warriors in Africa, has moved to digital as a preferred means of communication, a recent report by McKinsey titled “Closing the digital gap in pharma” finds that pharma sits well behind the curve.

As an industry, pharma is slow to adapt digital across every metric, from the absence of digitally-focused corporate structures that drive execution to persistence of brand planning and performance evaluation processes that make digital an afterthought.
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Evolved Targeting: Artificial Intelligence and The Birth of Smart MCM

Brad Davidson, Phd., Medical Anthropologist and Senior Strategy Consultant, Aptus Health

You know you’re getting old when what was once science fiction is now coming up in 2017 brand planning discussions.

There’s been a lot of chatter around the concept of “Artificial Intelligence,” or AI, in the news recently—and also among pharma marketers, in terms of the role AI may play in healthcare. Like very few other technical, hard science concepts, AI has captured the imagination of the general public, sparking robust discussions around the ethics, impending virtues, and potential disasters of “machines that can think independently.”

But what is AI, exactly? And how can we, as pharmaceutical marketers, harness it meaningfully and appropriately…today?
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