All articles tagged Mobile

Digital Works III took place before the PM Society Digital Awards 2015.

A collection of amazing speakers from WebMD, BMS, Search Unlimited, GSK, Boehringer Ingelheim, Veeva, NHS Choices, & M3. These speakers highlighted programmes and initiatives in digital healthcare that have worked as well as fascinating insight and thinking.

We hope you enjoy the content.

Albert Reyes – WebMD: A Day in the Life of a Doctor



Panel Discussion One: GSK and WebMD



David Brooks – BMS, and Matt Lowe – Search Unlimited: Audience behaviour, SEO and Digital PR From insights to insights



Josh Lurie – Symplur: The Launch of Symplur Signals



Panel Discussion Two: Search Unlimited and Symplur Singals



Christian Hansen – Boehringer Ingelheim UK, and Chris Wade – Veeva Systems: Taking the next step how mobile technology remains key to customer success



Martin Moth – NHS Choices: NHS endorsement of Apps - what the future holds



Dr James Quekett – M3 (EU): The value of social learning for doctors



Panel Discussion Three: Veeva, NHS Choices and M3

Tagged: Search, Mobile, Pharma, NHS, Rob Huxford, GSK, Albert Reyes, WebMD, David Brooks, BMS, Matt Lowe, Search Unlimited, Chris Wade, Veeva Systems, Christian Hansen, Boehringer Ingelheim, Josh Lurie, Symplur, Martin Moth, NHS Choices, Dr. James Quekett, M3, Smartphones, Event Report

April 27th, The Brewery, London

Reporter – Anjani Patel, Account Manager, emotive


The third Digital Works Meeting brought together nine experts from industry and the NHS who had something to say about “how digital works”. While their perspectives differed, they all agreed that keeping patients and customer experience at the centre is the key to creating programmes and tools that add maximum value.



Rob Huxford, Global Commercial Head (PAH)
Rare Diseases – GSK
Albert Reyes, VP, Client Solutions
Consumer and Professional Portals – WebMD
David Brooks, Associate Director
Multichannel Management Partner – BMS
Matt Lowe
Director – Search Unlimited
Chris Wade, Director of Multichannel Strategy
Veeva Systems
Christian Hansen, CRM + Platform Lead
Boehringer Ingelheim UK
Josh Lurie
Martin Moth, Tools Lead
NHS Choices
Dr. James Quekett, GP and
Director for Primary Care at M3 (EU)


Rob Huxford – GSK

“The key to success is onboarding the patient associations, which is critical for rare diseases”

The workshop kicked off with Rob Huxford describing how GSK has developed an effective mobile health solution for the rare disease, Pulmonary Arterial Hypertension (PAH). The GSK team recognised from the start that a collaboration with healthcare professionals and other industry organisations was key in rare disease management and therefore started by conducting an analysis of the current situation with the help and support of the relevant patient associations and Manchester University. This research showed that the traditional forms of patient support were being catered for very well but highlighted a disconnect between the patient and HCP through the management of the condition away from the clinic.

To fill the gap, GSK developed MyPAH, an app aiming to put the control back in patients’ hands, allowing them to track their everyday experiences and facilitate discussions with their HCPs. This app was developed to empower patients to confidently manage their condition away from the clinical setting. Although it’s still in the pilot phase, it is the first step in meeting the needs of patients in this rare disease.


Albert Reyes – WebMD

Albert Reyes from WebMD flew in from the U.S. to provide an insight into how third party platforms such as WebMD allow us to better understand the online behaviour of the physician. With 91% of all physicians using smart phones for professional use, it is now even more important that we understand who, where, why, when and what they want. The key is to ensure that the content is in the right context for meaningful engagement.

Reyes shared some useful data such as only 32% of European doctors allowing reps access and 46% using search engines to assist with prescribing decisions. Reyes then shared with us how a global cardiologist uses platforms such as Medscape to catch up on articles tailored to his or her interest and gave details of Medscape’s highly rated apps. The articles featured are representative of the actual audience insights over the previous 90 days, therefore the content is both relevant and up to date.

“Content is king. Context is queen”


David Brooks – BMS, and Matt Lowe – Search Unlimited

David Brooks (BMS) and Matt Lowe (Search Unlimited) provided an overview of audience behaviour, SEO and digital PR in healthcare. Mobile health enquiries account for 18% of all search traffic and therefore search engine optimization is crucial in ensuring the visibility of all your online communication. “Customer experience” should always be the starting point therefore David and his team carried out a digital landscaping exercise that helped them gain insight into the behaviour of their specific UK audience to scope out a set of end goals. It was fundamental to interrogate HCP behaviour online with a focus on what they want – not what BMS wants to tell them.

This landscaping exercise helped to define a keyword strategy and ensured the most efficient architecture. The highly targeted approach also used the data found to continually improve the customer experience. The team has changed the way they approach online communication in healthcare for the better.

“Our biggest opportunity is the smallest moments”

Josh Lurie – Symplur

Josh Lurie told the audience about Symplur Signals, a platform that tracks over a billion tweets to tell you exactly what doctors and patients are thinking. Symplur analyses Twitter feeds in real time to locate and identify the conversations that are happening by therapy area topic, making the voices of all healthcare stakeholders heard by the industry.

Tracking over a billion Tweets, to tell you exactly what doctors and patients are thinking”
The system maps influencers, shows who is talking about what, from patients to companies and reveals those pharma companies that are truly engaging with their many audiences via social media. This latter information was used to select the finalists and winner of the Social Media Pharma Company of the Year Award, presented at the PM Society Digital Awards on the same day.


Christian Hansen – Boehringer Ingelheim UK, and Chris Wade – Veeva Systems

Following the break, Christian Hansen (B.I.) and Chris Wade (Veeva) shared with us their experience of how mobile technology is key to customer success. With mobile tech embedded in healthcare (over 96% of doctors use their mobiles to assist in their clinical work) it is critical to the delivery of better care. At B.I. the digital journey has gained momentum quickly with the field force moving to digital detailing, an iRep system and other technology solutions for engaging with customers.

The key is bridging the gap between face to face engagements and other digital interactions. Across the industry, 80% of reps now have iPads in comparison to 35% in 2011 so it is important to help the field force adopt and integrate these new platforms into their relationships with their customer base.

Customers care about what matters to them – mobile tech is there to help bridge the gap between their needs and your goals“


Martin Moth – NHS Choices

Continuing the theme of apps and what the future holds, Martin Moth, Tools Lead for NHS Choices firstly confirmed that NHS.UK is a hugely popular website, boasting 2 million visits per day. 68% of those are from mobile so it’s no surprise that they are developing apps as well as web-based tools for users. The website’s BMI calculator was the most used with 3.5m users last year. The ‘depression and anxiety’ self-assessment tool had 1.6m uses in the same period, and the weight loss guide 1.9m. Some interesting data on the difference between mobile users and those using a desktop was given.

Moth also talked about the lessons learned from the Health Apps Library which was decommissioned in October 2015, re-emphasizing the need to promote apps in context to people in relevant places. Current activity centres on the National Information Board’s work to assess and approve healthcare apps, so that HCPs will be confident in recommending their use and patients will be confident to use them. It’s still a work in progress but it’s happening fast …to help the apps you develop reach the maximum audience.

Uptake of apps doesn’t happen if you put them on a website and expect people to use them”


Dr James Quekett – M3 (EU)

Finally we heard from Dr James Quekett who helped us understand the value of social learning for doctors. He quoted the statistic that 93.9% of doctors think the internet has had a significant impact on clinical practice. Although different people use the same platform for different things, they all understand the value of online discussions.

Doctors may not use ‘open’ networks for patient based discussions but will still use them to stay up to date within their fields. They also have many other social media networks, therefore he suggested we look “outside the box” and into these professional networks for engagement opportunities. In all forms of communication the key learning is to listen…

Don’t shout at me, listen to me”


Tagged: Search, Mobile, Pharma, NHS, Rob Huxford, GSK, Albert Reyes, WebMD, David Brooks, BMS, Matt Lowe, Search Unlimited, Chris Wade, Veeva Systems, Christian Hansen, Boehringer Ingelheim, Josh Lurie, Symplur, Martin Moth, NHS Choices, Dr. James Quekett, M3, Smartphones, Event Report

A look at some of the news and highlights from the week in pharmaceutical marketing:

  • Medicines OptimisationNHS England has published Medicines Optimisation: helping patients make the most of medicines. The guide offers HCPs "four guiding principles to make sure that the right patients get the right choice of medication, at the right time". The principles have been endorsed by the Academy of Medical Royal Colleges, the Royal College of General Practitioners, the Royal College of Nursing and the Association of the British Pharmaceutical Industry.
  • Carwyn Jones and Faisal Ahmed of the PM Society Digital Interest group took a look at the role of gamification in pharma on pharmaphorum. With gamification entering its second year as a category in the PM Society Digital Media Awards, they looked at some of the elements of gamification including progress paths, feedback, rewards, user experience and social. 
  • Sticking with digital, Digital on Drugs released their latest offering, "the mobile episode" this week. How are HCPS and pharma responding to the growth of the mobile internet, in a world when 56% of doctors in the US using their smartphone to search for clinical treatment information?  Some of the stats mentioned in the episode can be found in Google's From Screen to Script: The Doctor's Digital Path to Treatment presentation from June 2012.
  • At this week's ABPI conference, Chief Executive Stephen Whitehead said that the industry was "struggling to understand" the changes to the NHS as it undergoes reform. He added that many of the difficulties of the old NHS were still present, and the service often remains reluctant to make changes: "What we as an industry get excited about – i.e., innovation – the NHS is less excited."
  • Finally, we've relaunched our social and networking events. Always a key part of the PM Society, these events are now Charity Days that focus on teambuilding and raising money for our chosen charity, Bliss. Coming up in June we have the return of our Sailing Regatta. Adam Threadgill, Account Strategy & Operations Manager for Sanofi, who have attended the last four Regattas, said the event is "a unique team building experience... there is always an excellent camaraderie amongst the teams which lasts beyond the event, and gives each person a chance to lead their colleagues." If you'd rather remain on dry land, the Golf Society heads to The Grove in July for 18 holes at one of England's finest courses.

This is the first of our weekly roundup of pharmaceutical and healthcare industry marketing news and updates. If you would like to suggest any news or links for inclusion contact us on Twitter or email Sarah

Have a lovely weekend!

Tagged: Mobile, Pharma, Gamification, Medicines Optimisation, NHS, ABPI