Philips Archives - disrupting.healthcare

Lions Healthcare 2016 Awards for the best pharmaceutical advertising have been announced. See the winners.
As every year, what they show is that pharma advertising lacks creativity. What is more important, 2016 Lions Healthcare Pharma winners are not those most efficient in conveying the message and changing prescription behaviors.
Lions Healthcare is a contest made by agencies and for agencies. Looking at the winners, but also at the shortlist of submission it is clear that agencies have no idea how to operate in regulated markets. They are creative while talking to general public, on disease awareness or about medical devices.
When it comes to branded, promotional communication directed to healthcare professionals pharma marketers are on their own. Or they get offered a dead fish, which has been a winner in 2015.

Cannes Lions 2015

In the 2016 Lions Healthcare Awards, no agency has been able to get a prize for creativity while providing multichannel content that is fact-based and scientifically proven. Oh, well, indeed – McCann has made some disgusting posters for Pfizer’s Xalatan, get the prize, and left us not impressed, again.
Does it mean that advertising agencies are creative only when they can lie or stretch facts? Is it really too hard to clearly state the advantages of pharmaceutical products that extend or save lives? Somehow, hundreds of pharma marketers and thousands of sales reps are able to produce and convey such messaging every day. Is it bland? Maybe. We are still waiting for agency content that would be both creative and at the same time compliant. Saying that, please take a look at the 2016 Lions Healthcare Grand Prix and Gold Lions below.

GRAND PRIX – LIONS HEALTHCARE 2016

BREATHLESS CHOIR – PHILIPS

A Breathless Choir | Presented by Philips

By: OGILVY & MATHER LONDON
Category: PHARMA > COMMUNICATIONS TO NON-HEALTHCARE PROFESSIONALS > DEVICES & DIAGNOSTICS

GOLD – LIONS HEALTHCARE 2016

THE NAZAR INITIATIVE – ASTER HEALTHCARE

Aster’s The Nazar Initiative

By: THE CLASSIC PARTNERSHIP ADVERTISING
Category: PHARMA > PHARMA COMMUNICATIONS TOOLS & DEVICES > HCP DEVICES & DIAGNOSTICS

GOLD – CAMPAIGN AWARD – LIONS HEALTHCARE 2016

GAMEBOY/STUDENT/PAINTER – PFIZER CORPORATION HONGKONG

By: McCANN HEALTH
Category: PHARMA > COMMUNICATIONS TO NON-HEALTHCARE PROFESSIONALS > PHARMA, VACCINES & BIOTECH – BRANDED COMMUNICATION

GOLD – LIONS HEALTHCARE 2016

LAST WORDS – INDIAN ASSOCIATION OF PALLIATIVE CARE (IAPC)

#LastWords IAPC

By: MEDULLA COMMUNICATIONS
Category: PHARMA > COMMUNICATIONS TO HEALTHCARE PROFESSIONALS > EDUCATION & AWARENESS

Internet of Things becomes one of the most impactful trends in Healthcare and Pharma industry. According to the Big Data in Internet of Things (IoT): Key Trends, Opportunities and Market Forecasts 2015 – 2020 report by Mind Commerce Publishing, value of Internet of Things in Healthcare will reach $117 billion by 2020. With CAGR of 15.1%, Healthcare will be the fastest growing segment in the whole IoT market.
See also: IoT in Financial Services and Banking

Telemedicine consult: Dr. Juan Manuel Romero, a cardiologist in Sonora, Mexico, engages in a pre-op consultation with Alma Guadalupe Xoletxilva, ... — SeaaDr. Juan Manuel Romero, a cardiologist in Sonora, Mexico, engages in a pre-op consultation with Alma Guadalupe Xoletxilva. Wikimedia Commons.

Internet of Things: Definition

Internet of Things (IoT), sometimes called also Internet of Everything, is a concept of enabling Internet-based connection between computing devices embedded into everyday objects. Internet of Things is already technically feasible and applied in multiple scenarios. With wider adoption, Internet of Things brings revolutionary changes to existing processes in most, if not all industries..

Video: Healthcare – The Internet of Things and Big Data
https://www.youtube.com/watch?v=qO9unY31820
Video: Internet of Everything | True Stories of the Connected: Rural Healthcare in Northern Canada

Internet of Things in Healthcare and Pharma

Internet of Things applications are impacting all three stages of health care: prevention, diagnosis and treatment.
Wearable sensors and quantified self software embedded in smart-watches are good example of using Internet of Things in Healthcare for disease prevention and healthy lifestyle promotion. Going forward, wearable or digestible connected sensors are part of diagnosis useful especially in remote areas and in chronic conditions.
As for the treatment itself, connected packages and medication dispensers such as CleverCap, MedMinder or Philips Lifeline are used to improve patients adherence to the treatment. A step forward from adding connectivity to packages is putting it directly on medication. Proteus Digital Health, a company backed by Novartis and Oracle has already received FDA market clearance in the United States and a CE mark in Europe for its wearable and Ingestible Sensor devices.
https://www.youtube.com/watch?v=-hhOtjdkU34
Video: Proteus Digital Health – Your Health, Powered By You

Internet of Things in Clinical Environment: MBANs

MBAN stands for Medical Body Area Network and is a concept of low power network of body sensors worn directly or in close proximity to the patient. MBAN is connecting to the hub via LAN of health care facility (ie. hospital). MBAN allows constant monitoring of patient’s health parameters while in the facility, even while moving. Outside of the facility, MBAN may also serve patient – for example by connecting blood sugar level sensor with insulin injection pump.
https://www.youtube.com/watch?v=vloCv3J-Wo8

Video: Medical Body Area Networks (MBANS) should expand patient monitoring

Internet of Things and Big Data

With wider adoption of connected wearable sensors and MBANs the amount of available relevant real world evidence becomes so huge, that medical research may, at least partially, shift its paradigm from experimental to statistical approach. Instead of setting up costly trials and recruiting patients with specific conditions, investigators will be able to perform analysis of existing data gathered from already diagnosed and treated population.

Video: Data analytics: Changing the practice of medicine