*Pew Internet Trust, 2012 **IMS Health, 2013
Don’t you feel it? Everything seems to be moving faster. Have we sped up? No, we are being led by the Speed of Digital.
When the Unilever head of marketing, worldwide, declared “Digital is dying,” he made it clear it was dead as a separate “thing” or media or channel: it is ubiquitous. That it true. My old boss, Charlie Tarzian once told me, in the year 2000: the Internet is elastic, you make of it what you want.
For all of you who study and read our industry, sometimes a moment occurs when the lens comes into focus.
I would say that the paths and predictions I see emerging are:
- A 5-screen world (the 5th being your car…scary, I know.)
- Multi-channel switches over to Omnichannel (as many non-Pharma companies have)
- Biopharma starts to form health consortium’s and partnerships with the other members of the healthcare eco-system.
- They become more transparent and use their Medical Regulatory Legal process not as blockage against the world, but the home of wise guidance for how to engage and be safe in the world that is crowding in all around of us, e.g. Social Media.
- Biopharma, already learning the process of manufacturing biomarkers, starts to build devices. (After all, Samsung announced it was manufacturing an RA treatment.)
- Biopharma companies will take their extra cash and enter the world of tele-medicine, hospital networks and other parts of the healthcare system.
- Emergence of Social Customer Service.
- Richard Meyer of World of DTC blog believes Pharma companies should create their own communities* — the link is below. I think CML Earth was the first I know of. I agree with him — after all, why not sub-franchise Patients like Me to Novartis?
But none of this — or any of 100 other predictions — comes true without one thing. The Biopharma C-Suite.
I have seen a lot of research lately that seems to be hand-wringing from CMO’s and CEO’s over how to control this Speed of Digital, how not to fall behind but leverage it for business.
Has anyone seen examples in Healthcare — beyond Biopharma — where they see Digital Transformation work? Please share your own predictions or shred mine!
Yesterday my family, which runs a local melanoma foundation that is associated with WISTAR Institute (a truly great foundational science group), had our annual 5K run/walk we call Run4Cover. Our 9th year. If you do not know about WISTAR — and the amazing Dr. Meenhard Herlyn in the center of the poster — then you should. And if you are not keeping your kids (or yourself) off the tanning bed and have not matured past the Sun Worship stage, then shame on you. Seriously. This is such a common sense preventable disease, but once it gets going, you are not left with a lot of options. Until now. As I volunteered at the runners registration, I saw so many family running teams with their loved one’s face on their t-shirts; I spoke to many individuals touched by this scourge of a disease — dad’s, mom’s, sister and brothers. But it was only a few weeks after ASCO, the major annual oncology conference. The news is exciting, more promising than ever — and not one person I spoke to heard anything about it — even those in remission who hear that ticking clock in their lymph nodes. Check out this ASCO wrap-up quote and follow the link below to the full story: The long-term results (abstract LBA9003) show that the combination of ipilimumab (Yervoy) and nivolumab produced an unprecedented median survival of 40 months for patients with advanced melanoma, which is nearly double the overall survival previously reported with either agent alone. “Just a few years ago, the median survival for patients diagnosed with advanced melanoma was as little as a year or less…. So it’s truly remarkable that we’re seeing a median survival of over 3 years in this trial,” commented lead author Mario Sznol, MD, professor of medical oncology at Yale School of Medicine in New Haven, Connecticut. “Even in the latest era of targeted and immunotherapy agents, the median survival is, on average, only about 16 to 18 months with any new treatment alone.”** Now I know oncology marketing is doctor-focused. But it is the patients who should be partnering, not just following, their doctor. It is easy to sit back and read all about “breakthroughs” like for Merck’s new treatment (coming soon), but the companies should be making armies of informed, empowered patients. If Merck has a “breakthrough” then shout to the hills! If BMS combo-therapies can extend life for years, then as a patient, bang on the oncologists door and demand to know everything about it. Last, I leave you with two photos. One, from the Run at the Wells Fargo Center in Philly. For all that pain, look at how people celebrate and fight back with positive energy. Second, my sister, the president of the http://www.foundationformelanomaresearch.org/ whom in over 10 years has organized the first ever melanoma global researchers conference. Who has worked with the FDA. Who has given tirelessly and never asked for anything but the satisfaction of seeing people heal, find solace, or find answers through WISTAR’s help. Yervoy has a patient program called “Your Voyage.” Kudos to them. Because that is exactly what it is — a rocky, hard, scary voyage. But now we have hope, hope, hope. Thanks, Kate. *http://www.wistar.org/ **Thanks to MedScape for the ASCO news clip. http://www.medscape.com/viewarticle/826022