Aptitudes

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

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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4 Key Takeaways from Digital Pharma East

The 2016 Digital Pharma East event recently wrapped, and now comes the fun part – putting all those big ideas into practice.

Fittingly, the theme of this year’s event was “Truly Embedding Digital Across Your Enterprise,” drawing hundreds of attendees representing both pharma and product and services providers (including several Aptus Health folks and our customers). Many of the conversations that took place on stage and off underscore the projects we’re working on with our clients.digitalpharma-east2x

Here are just a few of the key themes we heard, and our take on addressing them with solutions that exist today:
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From medications to end-of-life, HCPs find value in sharing their most challenging patient questions

It’s a well-established fact that healthcare providers (HCPs) often struggle to keep up with the enormous amount of content that emerges every day from the annals of clinical literature. But there’s another category of medical knowledge that is just as important, and perhaps just as challenging to address – the questions that patients bring to their clinical visits.

A recent segment on our web and mobile communities invites HCPs to share some of the tough questions that their patients have been asking– from health concerns triggered by the media to those that are more philosophical in nature.

Hundreds of members of the community posted examples of patient questions that have them stumped, and responded to their peers’ dilemmas with their own advice and real-world examples. We also asked four of our expert faculty to share their wisdom, based on their respective areas of expertise.

It’s another great example of how we keep our HCP community active and engaged, and highlights the opportunity for our clients to leverage this community to engage their target audiences in high value content that supports better clinical decision making.

Here are just a few of the featured questions and excerpted responses.
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If you’re not priming your market for biosimilars, who will?

Steve Smith, PA, MDE

As the biosimilars market heats up—and with the FDA likely to approve more of them for the US in coming months—the market will be challenged to achieve widespread physician adoption. Meanwhile, news of the FDA’s draft guidelines that exclude safety and efficacy information from biosimilars’ labels suggests that doctors may have to do their own research to ensure they’re prescribing the best and most effective choice for their patients.

To better understand how significant these obstacles may be—and the opportunities for effectively addressing them—we reached out to our digital healthcare provider (HCP) community after the FDA approval of the first biosimilar for the U.S. The insights they shared offer pharma companies that are either releasing or bracing against the introduction of a biosimilar to their branded drugs a clear roadmap for targeting, engaging, educating, supporting, and ultimately influencing physician behaviors around these new therapies. For example:
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