It’s 2018. Pharma is an industry full of true innovation—rising above regulatory scrutiny and finding new ways to challenge convention—doing its best to empower and motivate the communities it serves. With the explosion of a trend called self-tracking, important lifestyle changes demand much less effort than previously. Electronic medical records can be linked across physicians and [...]
The digital marketing “ecosystem” much like a natural ecosystem is constantly in flux. Solutions in this space arise like species in a natural ecosystem and then either find their niche and flourish or decline and become extinct. The market forces of supply and demand act as the mechanism of natural selection for the species of [...]
Overview Pharmaceutical marketing professionals have long awaited specific direction from FDA on appropriate delivery of product information in social media outlets, new technology devices, and other Internet-based communication channels. One of the most critical issues we have faced in this new environment is how to handle off-label information where content is user-generated and cannot be [...]
“When people see a new technology being deployed, they automatically think, ‘Oh, great, I’ve got more work to do,’” said David Sharbaugh, president of SmartRoom, a technology company owned by the University of Pittsburgh Medical Center (UPMC) and jointly funded by IBM. Actually, says Sharbaugh, “We’re trying to subtract work and effort and make life [...]
The newest weapon in the healthcare arsenal isn’t a blockbuster drug or a billion dollar machine — it’s actually gaming. The same concept that has millions of people slinging bird heads at wooden posts and shooting peas at zombies is now being tapped to improve health & wellness. Commercial and research institutions are exploiting the [...]
Background Last week, FDA issued guidance to industry regarding regulation of select software applications developed for use on mobile devices. The guidance document defined the subset of software to which regulatory considerations apply, and further provides direction on the appropriate methods required for submission and approval of such software to be marketed and distributed. This [...]
Getting patients to actively manage their condition and adhere to lifestyle changes has always been seen as either a hopeless proposition or a very, very expensive one. But new research and technologies are showing us a simple truth: when people are able to visualize their progress toward health goals through monitoring and tracking they tend [...]
When developing a marketing presence for mobile devices, in addition to other strategic and tactical decisions, one technical decision needed is whether to develop a native mobile app, a mobile website or a hybrid solution. Native applications, or “Apps” are programs that a user can download from an “App store,” such as the iTunes or [...]
With the ubiquity of inexpensive handheld mobile devices and the proliferation of network access, more and more individuals rely upon their smart phones not only for voice communications, but a as a primary means of obtaining digital information. Designing for this convergent behavior requires a few more considerations than designing for a typical desktop browser-centric [...]
Engage bleary-eyed, workaholic desk jockeys as well as till-the-break-of-dawn partiers with a clever campaign to use VISINE's two new premium eye drop formulas-"Tired Eye Relief"Â and "Maximum Redness Relief." These two distinct passion-pursuer market segments identified from market research are often apathetic about eye drops, but would surely benefit from the newly released products.
LBi Health created a unique campaign that emotionally connected VISINE to each consumer segment's specific lifestyle and needs. Copy and placements for provocative interactive banners targeted the consumers' specific interests based on browsing habits, while messaging in Facebook ads directly correlated to keywords in a user's status updates. Users also received coupons, promoting immediate sales. We further enhanced the campaign with a Twitter-based lifestyle analysis, the first of its kind. The application could scan a user's tweets for signs of too much work or too much fun, and recommend the right VISINE product for each person.
With average interaction rates upwards of 5% across the campaign, the banners defied expectations and, in many placements, exceeded benchmarks by over 300%. The campaign reengaged existing consumers and generated awareness of the new products, driving sales through brand interaction. The humble banner was elevated, and reminded bleary-eyed consumers everywhere of the difference a little drop can make.
Develop a new global corporate digital strategy based on AstraZeneca's new brand position, "Health Connects Us All" and apply it across the digital space. Redesign AstraZeneca's website with a CMS platform that allows for timely updates for global communications.
During the summer of 2010, LBi Health worked with stakeholders around the world to define AstraZeneca's Global Country Site Framework, delivering a platform for realizing the digital strategy globally and locally by providing a consistent portrayal of AstraZeneca around the world. LBi Health also provided AstraZeneca with a secure and robust hosting solution, including a new intranet solution and a publishing support team to offer around-the-clock support.
By working with LBi Health's global network, AstraZeneca was able to execute a digital plan, bring global consistency to the brand, and establish a digital infrastructure for the ongoing development of corporate and product communications.
Create awareness and show a true understanding of Fibromyalgia, a condition that is largely misunderstood although 4 to 6 million people in the United States have it. Forest Labs, the maker of SAVELLA - one of only 3 FDA-approved treatments - wanted to reach out and connect this underserved population and provide ongoing education and support, as well as build a database to communicate about the brand and ultimately drive doctor discussions.
For sufferers of Fibromyalgia, the only thing worse than the chronic pain, memory issues and feelings of despair is the fact that patients are regularly told, "It's all in your head." Based on this insight, LBi Health created FibroTogether, a robust Fibromyalgia community rich with user-generated resources, information and social tools to empower patients and provide a platform for sharing stories, demystifying and de-stigmatizing the condition. FibroTogether offered a complete support system, including a Relationship Marketing program with practical help and tips from patients and medical professionals.
Today, the FibroTogether community has thousands of registrants and continues to grow. Users are exchanging tips and learning about SAVELLA and other non-prescription treatments. Best of all, sufferers are taking back control of their lives, with the knowledge that they're not alone anymore.
Supply a community of diverse clinicians, with
up-to-date, accurate, best practice treatment guidelines at the point of care. These clinicians are part of the National Health Service (NHS), the publicly funded health system in the UK, and a long-time client of LBi Health.
LBi Health developed an interactive "Map of Medicine," which provided healthcare professionals with easy and fast access to specialty-focused medical information through an intuitive web-based interface. At the heart of the Map of Medicine was evidence-based clinical information that drew on best practices for over 1200 treatment pathways. Clinicians across the UK were able to modify and add content to their version of the Map to better reflect their specific healthcare economies. LBi Health led both user experience and systems integration for this complex and important initiative.
Over 40% of clinicians within the NHS now have access to the Map of Medicine at the point of care. The success of the web-based Map of Medicine led to the development of additional products for clinicians to use on mobile devices, including PDAs.
Design the next generation of health utilities for WebMD, the world's largest online consumer health destination, and create experiences that help people take charge of their health.
User experience and design teams from LBi Health worked with WebMD to transform consumer insights into several engaging online utilities. The Food and Fitness Planner is a behavior modifier that targets women and moms who wanted to lose weight. The Symptom Checker, WebMD's most trafficked tool, lets users select symptoms via an integrated body map, list or search function to create a possible self-diagnosis and facilitate conversations with their doctor. Questions and Answers uses the strength of community and the knowledge of experienced professionals to provide user-generated answers to health questions.
These forward-thinking utilities delivered on a core need for improved user experience and heightened design on the number one health media site, and made a measurable impact in WebMD's user experience Key Performance Indicators (KPIs), including pages consumed, the source of WebMD's ad revenue.
Consolidate and redesign Massachusetts General Hospital's website. Founded in 1811, MGH is the second-oldest hospital in America. It has consistently been ranked among the top 5 hospitals in the nation and was recently designated a Magnet hospital - the highest honor for nursing excellence. By all accounts MGH has a long and prestigious heritage. However, the hospital's broad and deep range of services, coupled with its decentralized culture and web publishing process, had led to a fragmented web presence that no longer represented the distinctive strengths of the institution.
LBi Health redesigned the MGH website from the ground up, paying particular attention to preserving MGH's heritage, and promoting its continued leadership in standard-setting medical care. Using best-in-class user experience, design, and editorial standards, we seamlessly integrated 50,000 discreet web pages across 50 different centers of excellence into one coherent site. LBi Health also developed several customer service features including Find a Doctor, Schedule an Appointment and faceted search tools. We also designed a centralized, automated publishing process and deployed a new Interwoven CMS.
The new website has been a tremendous success and has been recognized by the industry as one of the leading hospital sites. Our work has won multiple awards and, best of all, our lead clients praised us as "one of the best consultants they'd ever worked with."
Prepare the market for the arrival of a new diabetes treatment (Vildagliptin), within a new class of diabetes medicines called incretin mimetics. Educate healthcare providers about incretins, the medicinee' role in lowering blood sugar, as well as Vildagliptin's promising Phase III clinical trial results.
LBi Health created a series of online advisory boards consisting of groups of regional opinion leaders. Advisors from different locations were able to review slides and then engage in a remote live discussions with a national opinion leader through a proprietary online meeting platform. LBi Health also partnered with the Johns Hopkins University School of Medicine to publish "Incretin eForum," a monthly CME-accredited newsletter designed to educate endocrinologists on incretins. An editorial board of opinion leaders oversaw the newsletters, and each issue was written by a rotating board of regional opinion leaders.
The online advisory tactic earned 97% top-box satisfaction rates and captured over 10 hours of interaction time. Additionally, the online advisory tactic lowered cost/consultant by 34% vs offline ad boards. The "Incretin eForum"newsletter enrolled over 3,000 endocrinologists, sustained 50% open rates and scored 90% top-box satisfaction rates.