- Bombshell development in the wearables market as Nike bows out (well, of the hardware side, anyway), putting the brakes on future Fuelband iterations amid speculation that they're clearing the way for a collaboration with Apple.
- A trio large pharmas traded units amid continued emphasis on narrowly focused portfolios. Novartis bought a pair of GSK cancer drugs to complement its Gleevec franchise, and in turn sold its vaccines business to GSK while also selling its animal health division to Lilly.
- For all the payer gnashing of teeth over Gilead's pricey hep C drug Sovaldi, so far, it's not crimping sales. The brand crushed analysts expectations for $1.13 billion in sales by more than a billion. However, several medical societies are starting to factor costs into treatment guidelines or are threatening to, anyway.
- There's now a whole medical scribe staffing industry to help physicians feed their EHRs in patient consults.
- Is Facebook dipping a toe in the fitness tracking market with its latest purchase
- The comments period for FDA's first draft guidance on social media closed, and Klick Health has an overview of the comments. The sore spots are the definitions of editorial control and influence.
- Nine out of ten Americans are willing to share their health data with researchers, but for most, it's conditional, and data privacy is a concern.
- Apple is embracing digital advertising in a big way for the first time after pursuing a TV-centric advertising strategy for its entire existence. Wait, what Who says pharma's an old fuddy-duddy of an industry, anyway
- - See more at: http://healthandpharmainsight.tumblr.com/post/83842375761/in-case-you-missed-it#sthash.AjKFLjGO.dpuf
By Matthew Arnold, Principal Analyst
The healthcare industry has been something of a laggard on the mobile marketing front, and that goes double for pharmas. Our maiden Digital Competitive Landscape survey last fall found that less than a third of pharma U.S. consumer-facing websites were mobile optimized.
Not that pharmas don't appreciate the importance of mobile and they should, because while most prescription drug information-seeking is still driven by desktops and laptops, the use of smartphones and tablets for Rx drug info is rising fast, and covers a wide range of activities and decision points. Most do, but getting their budgetary and regulatory ducks in line takes time (of course, these speed bumps will be lost on consumers that have come to expect a smooth user experience and seamless transitions from screen to screen).
So as much of the industry plays catch-up, it's nice to see a company thinking big, and on a global scale, about potential applications for improving medication adherence and condition management through mobile devices, as AstraZeneca is through a partnership with UK-based wireless giant Vodaphone. The effort centers on the patient-physician relationship and aims to use mobile- and Internet-based services, along with patient-generated health data, to facilitate better care for cardiovascular patients across a variety of markets. According to the release:
HCPs will be able to give patients the option to use these mHealth services, as an integral part of the patient care process, empowering them to manage their conditions as part of their daily routine. Patients will have access to educational material - personalised for their needs - and will benefit from coaching and treatment support to help manage their medication and lifestyle changes, and track their treatment progress.
Apple is investing heavily in health tech, and is reportedly building a front end program for patient-generated health data, per last week's Healthbook leak. Smart pharmas and wireless carriers and others will be thinking ahead about how to use that data to improve patient health.