Physicians Increase Use of Social Tools
Tags: social media, Facebook, physician social networks, physicians, researchTwo recent surveys explore how physician’s use social media for personal and professional use. What was interesting from the data is how actively physicians are now using social tools for professional purposes, particularly their affinity for closed, private communities.
Read more » « CollapseThe New Engagement Channel: Physician Networks
Tags: Pharma, Bayer Schering Pharma, physician social networks, physicians, engagementLen Starnes, the Head of Digital Marketing & Sales, General Medicine at Bayer Schering Pharma, has long been regarded as a thought leader and trailblazer among Pharma executives when it comes to effectively leveraging social media. He recently shared a fantastic article on the impact physician networks are having across the world and how Pharma is moving to actively engage providers through each network.
Read more » « CollapseA Call To Action: FDA, Social Media and Physician Engagement
Tags: social media, Pharma, FDA, physicians, GI Circle
Joel Selzer (LinkedIn profile), my Co-Founder at Ozmosis, has spent the past few weeks following the buildup to the FDA's Public Hearing on Social Media. After digesting last week's testimony and the conversations around it (visit www.fdasm.com for the latest courtesy of Fabio Gratton), Joel offers the following:
During my recent presentations at Digital Pharma and AdvaMed's Social Media Seminar, I argued that social media offers pharmaceutical and medical device brands a unique opportunity to engage with physicians. According to Mark Bard from Manhattan Research, 70% of physicians want pharmaceutical firms to engage them online and 60% of physicians either use or are interested in using physician social networks (just ask the docs on Ozmosis or Sermo). With thousands of physicians actively using social media every day to access and share medical information (see Rohit Bhargava's post on "How Doctors Are Using Social Media", one would expect pharmaceutical and medical device firms to salivate at the engagement possibilities.
Yet, both industries have been reluctant to engage doctors using social media under current FDA guidelines. Their reluctance has been disappointing to many but should not be surprising. Michele Sharp of Eli Lilly said it best at the FDA hearing:
To date, Lilly has avoided significant interaction with healthcare professionals and patients about our products in social media forums – largely because of a lack of clarity in understanding FDA’s expectations as to how we could participate and comply with FDA requirements.
This theme was reiterated throughout the hearings, and its absolutely critical that the FDA evaluate the impact of not providing guidance. Michele Sharp also nailed it when she called on the FDA to lead a series of public workshops that could, "collectively generate ideas, leverage the knowledge, expertise and experiences of the participants and work toward viable solutions, so that FDA can provide the detail and clarity to the pharmaceutical industry and others through Guidance or executive channels."
Lilly's recommendation is spot on, but in addition to immediately scheduling a series of public workshops…the FDA should appoint a Social Media Advisory Panel (a recommendation echoed by Zen Chu of Accelerated Medical Ventures). While holding the public hearings was a great step forward, the FDA needs to augment its social media expertise and it needs to do so quickly. Its clear from last week's testimony that the FDA has a lot of homework piling up and the best way we can accelerate their education is to demonstrate two very important points about social media use to the FDA.
1. Physicians and industry are already working together
2. Practical solutions exist to address the FDA's concerns
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Social Media Trends to Watch for in 2009
Tags: social media, physicians, providers, consumers
In 2008 medicine evolved. There was an explosion of social media applications enabling physicians and consumers to share healthcare related information. With 60 million U.S. adults now Health 2.0 consumers according to Manhattan Research, I want to look ahead to the coming year and share, from a physician's perspective, the trends I will be watching for in 2009.
Provider Trends in 2009
Physicians will continue to pour into online communities and physician social networks throughout 2009, but priorities are changing, and we will demand more from the social media services we use - we will see:
The Evolution of Physician Collaboration.
We will embrace resources that offer trusted information and look for more in a site than news feeds or discussions boards. And we will build and use professional networks to help filter the overflow of information and prioritize our learning activities.
Recognition of rapid communication tools as a resource, not a distraction.
Health Systems and provider groups will start to understand the massive potential of instant communication, whether mobile or via microblogging as an information and collaboration resource, and begin to 'unblock' these services for their providers.
Early steps in improving Provider/Industry interaction.
In order to re-establish trust in their interactions with Physicians, Industry will begin to lean towards a more open and balanced exchange of information. Over time, new models will level the playing field with improved transparency between both parties.
Mobile, Mobile, Mobile. Physicians have always been interested in mobile apps for referencing medication doses and practice management resources but with wireless broadband access, faster processors, and slick new devices like the 3G iPhone, more useful and productive apps are bound to appear. Look for mobile apps that go beyond simple reference and calculators to interactive learning, CME, and instant or "store and forward" consultations.
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