{"id":2271,"date":"2017-05-09T00:00:00","date_gmt":"2017-05-09T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.comindex.php\/2017\/05\/09\/pinup050917\/"},"modified":"2019-02-06T02:14:40","modified_gmt":"2019-02-06T02:14:40","slug":"pinup050917","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup050917\/","title":{"rendered":"PinUp: mHealth Apps &#8220;Unfit&#8221; for Cancer Survivors, Digital Pharma Transformation, Vertical Video Twitter Ads"},"content":{"rendered":"<p><b>Pharma Industry News Update<\/b>: 9 May 2017 <\/p>\n<hr\/>\n<p>        Many mHealth Cancer Apps Unfit for Use Due to Rush to Market Without Adequate Testing<\/p>\n<p>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"400\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/05\/OvarianCancerApp.jpg\"\/>             <\/p>\n<p>[From <a href=\"http:\/\/mhealthintelligence.com\/news\/mhealth-apps-for-cancer-survivors-arent-meeting-their-needs\" target=\"_blank\" rel=\"nofollow\">mhealthintelligence.com<\/a>] Mobile health apps designed for cancer survivors aren&#8217;t as effective as they should be, according to the Cancer Prevention Institute of California.<\/p>\n<p>A 2016 analysis of dozens of mHealth apps by researchers from CPIC and Stanford University found that few &#8220;implemented empowerment elements, underwent rigorous design approaches or included assessment of use in the cancer survivor population.&#8221;<\/p>\n<p>In their study, Watkins Davis and Oakley-Girvan say companies designing apps for cancer survivors are skipping developmental and testing steps in order to rush their product to market &#8211; including collaborating with cancer survivors. They end up missing or overlooking aspects of an app that could prove harmful to cancer survivors or make the app unattractive.<\/p>\n<p>They recommend app developers follow these guidelines, among others:<\/p>\n<ul>\n<li>Conduct a needs assessment with cancer survivors and healthcare practitioners;<\/li>\n<li>Involve healthcare practitioners and staff throughout the app development process;<\/li>\n<li>Provide potential users with an opportunity to evaluate the user interface;<\/li>\n<\/ul>\n<p><a href=\"http:\/\/sco.lt\/8fHaQj\">More here&#8230;<\/a>          <\/p>\n<hr\/>\n<p>        Achieving Digital Transformation in Pharma: McKinsey&#8217;s Four Keys to Success<\/p>\n<p>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"500\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/05\/McKinsey_DigitalVlaue.jpg\"\/>             <\/p>\n<p>[From <a href=\"http:\/\/www.mckinsey.com\/business-functions\/digital-mckinsey\/our-insights\/four-keys-to-successful-digital-transformations-in-healthcare\" target=\"_blank\" rel=\"nofollow\">www.mckinsey.com<\/a>] Most pharmaceutical and medical-technology companies are digital laggards compared with companies in travel, retail, telecommunications, and other sectors. Their digital-transformation efforts can stall for many of the same reasons such efforts are thwarted in other sectors\u2014for instance, a limited understanding of the specific ways that implementation of new technologies across complex product and services lines can create business value, a shortage of native digital talent, and insufficient focus on digital topics from senior leadership.<\/p>\n<p>In [McKinsey&#8217;s] experience, the odds of successfully transitioning to digital systems and ways of working increase when healthcare companies focus on four important dimensions of their businesses: critical sources of value for the company, the means by which the company delivers products and services, the company&#8217;s IT architecture, and its talent, finance, and governance processes.<\/p>\n<p><a href=\"http:\/\/sco.lt\/7X5AK9\">Take a closer look at each&#8230;<\/a><\/p>\n<p><b>Further Reading:<\/b> <\/p>\n<ul>\n<li><em><a href=\"http:\/\/sco.lt\/94w2yn\">Digital Disruption is a Fact of Life Throughout the Pharma Value Chain<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/sco.lt\/6zNQjx\">Podcast Interview: Pharma 3D &#8211; A Script for Marketing in the Digital Age<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/sco.lt\/4m5MLR\">Pharma Must Digitize to Be Great Again, Says Accenture<\/a><\/em><\/li>\n<\/ul>\n<hr\/>\n<p>        Video Ads May Be Coming to Twitter: Are They Appropriate for Pharma Brands?<\/p>\n<p>                        <img decoding=\"async\" vspace=\"0\" border=\"0\" hspace=\"0\" style=\"display: block; height: auto !important;\" width=\"400\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2017\/05\/Monetized_Twttr_Moments.jpg\"\/>             <\/p>\n<p>[From <a href=\"http:\/\/mashable.com\/2017\/05\/04\/twitter-moments-ads-snapchat\/#NbBJSOkx6aqC\" target=\"_blank\" rel=\"nofollow\">mashable.com<\/a>] Twitter Moments, the curated collection of tweets that any Twitter account (from brands to average users) can create, will soon include ads within them, company representatives teased during a #Twitter4News events in Dubai this week.<\/p>\n<p>The ads will be &#8220;full-screen vertical video,&#8221; just like the 10-second ads you see on Snapchat or between Instagram Stories.<\/p>\n<p>Vertical video, what was once viewed as <em>faux pas<\/em>, is becoming more and more the norm among creators and advertisers. Snapchat has helped make vertical video mainstream, from consumers and advertisers. Snapchat just released a new self-serve ad platform that will help brands place more vertical video ads within the app.<\/p>\n<p><a href=\"http:\/\/sco.lt\/7Sknej\">More here&#8230;<\/a><\/p>\n<p><b>Further Reading:<\/b> <\/p>\n<ul>\n<li><a href=\"http:\/\/sco.lt\/9EqREX\">Will Instagram Stories Kill SnapChat Stories? An Infographic Side-by-Side Comparison of Features<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to the May 9, 2017, issue of Pharma Industry News Update (aka PinUp).<\/p>\n","protected":false},"author":2,"featured_media":2793,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[15],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PinUp: mHealth Apps &quot;Unfit&quot; for Cancer Survivors, Digital Pharma Transformation, Vertical Video Twitter Ads - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/news\/pinup050917\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PinUp: mHealth Apps &quot;Unfit&quot; 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