Attentif’s posterous

Health apps for the iPhone and other smart phones has gotten huge attention lately. Two examples:
http://adage.com/digital/article?article_id=136991
http://www.medgadget.com/archives/2009/05/medical_applications_for_android_phones_1.html

So, where is this leading us? Well, firstly we have to avoid using it as a hammer that finds nails everywhere, only to end up breaking things. With new tools like this the market unfortunately normally responds with creating things based on what they would like to (and can) say. This way of thinking has lead to a lot of failed projects with the result of mistrust in certain new tools.
The question we need to ask ourselves instead is – how can we provide value for our target group (at the same time as we reach our strategic goals!).
I’m sure a lot of good apps are in the pipeline and I’m really looking forward to see and play around with them!
One spontaneous suggestion: an app the provides research papers from a certain research area together with treatment pathways for the diseases that are related to the research area?

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http://www.sanofi-aventis.tv/webtv/
The big question is though: will they be able to focus on content that isn't too promotional but provides real value for their end-users?

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Had today a look at CML Earth from Novartis Oncology. Interesting concept, even if it doesn’t really go all the way. Its basically a sort of social network based on a Google Maps mash up and some basic information about each patient/patient group/HCP. A great idea!
However, there’s always a however when a consultant is writing, as most Pharma solutions it’s thin on interaction. And a social network without interactions it’s a little bit like swimming without water. It loose it’s point a little bit.

Why isn’t Novartis taking the opportunity to interact more deeply with it’s costumers? Yes, there are the adverse events but there are ways around that. I’m sure their clients have lots of questions and thoughts that they would love to discuss with them and it’s this discussion that will produce the most loyal customers that then will act as great sales people.
But first you have to take the mind leap of daring to talk to your customers...

Great first step though, Novartis! Please take the next one as well!

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There are few areas today where revenue and profits are increasing. Online advertising within health / pharma seems to be one of these areas. 

Read more in this, now fairly old report, over at financiallcontent.com 

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" It's because chronic disease is a massive strain on the industry. The L.A. Times reports that up to 90%-plus of Medicare spending is going toward treating the complications of chronic disease. Plus, these are the patients responsible for checking their condition, keeping up with new clinical trials, learning about treatment options, and keeping diet and exercise a part of their daily routine. For patients with chronic disease, this never stops."
 
Check out the full article @:
 
http://sirensong.sireninteractive.com/?p=81

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