Author: Daniel Ghinn

Engaging the digital healthcare professional

Some years ago I spoke with an emergency medic who had twenty five years’ experience as a practising doctor. He told me how public social media channels had allowed him to develop an international, collaborative network of peers. Using public social media channels including Twitter was a natural choice for his network of healthcare professionals because, he told me, pharmaceutical companies would never bombard them with messaging in the way he had experienced inside closed doctors’ networks. This may be a challenging lesson for those who still invest heavily in advertising targeted at doctors inside closed networks. The emergency...

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What HCPs say about Roche’s breast cancer drug

In June, NICE – the UK’s health spending policymaker – made a decision to recommend Kadcyla for use in breast cancer, following initial negative draft guidance, published in December 2016, which stated that the product was too expensive for routine funding on the NHS. Until that point, Kadcyla was only available to patients via the Cancer Drugs Fund (CDF), a source of funding with a fixed budget designed to provide fast access to new drugs. But, after Roche agreed to reduce the price of the drug to the NHS in England, NICE issued final guidance recommending it for use. Shortly afterwards it was announced...

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Strategic Planning for Pharma in the Digital Age

Twenty years ago, the Internet promised to change everything. While doctors were starting to get online, set up email and websites, and join forums such as doctors.net.uk, pharmaceutical companies started to think about their own digital presence. Some companies set up their first website, a new channel for corporate communication. However, the traditional model of customer engagement – pharmaceutical representatives hoping to find a window in a doctor’s schedule for a few minutes of face-to-face time – was largely unchanged. A whole decade later, and some pharmaceutical companies were starting to ask questions about the digital behaviours of their...

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How healthcare professionals engage NICE online

Three years ago, I told a story about healthcare professionals (HCPs) reaching out to NICE – the UK policymaker on NHS spending – and considered the role of influential online oncologists in shaping the organisation’s recommendation on cancer drug Xtandi. Since then, social media has continued to play a growing role in how UK healthcare professionals share ideas and engage with policymakers, as evidenced by new data showing the growth in mentions of NICE by HCPs using Twitter. A study of almost 12,000 Tweets by HCPs since the start of 2016, mentioning NICE’s main Twitter account, @NICEComms, or its website,...

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Study of UK HCP conversation shows needs in Type 1 Diabetes care

A study of conversations about Type 1 Diabetes taking place on public social media among healthcare professionals in the UK shows that concern for patients is their number one priority. The study of 50,000 social media posts by more than 7,000 UK healthcare professionals was conducted using CREATION Pinpoint, a technology that tracks the online public conversations of more than 500,000 healthcare professionals worldwide. Speaking about the study findings, Junell Harrington, who led the research for CREATION, said that the study revealed how healthcare professionals were taking a lead in developing materials and initiatives to support patients: “There is...

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