{"id":6171,"date":"2013-07-19T13:30:00","date_gmt":"2013-07-19T13:30:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/pharma-seeks-digital-innovators-new\/"},"modified":"2019-02-21T01:17:21","modified_gmt":"2019-02-21T01:17:21","slug":"pharma-seeks-digital-innovators-new","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pharma-seeks-digital-innovators-new\/","title":{"rendered":"Pharma Seeks Digital Innovators: A New Phase of the &#8220;Pharma Digital Hype Cycle&#8221;"},"content":{"rendered":"<p><img decoding=\"async\" align=\"right\" hspace=\"12\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Genius_v_dunce.jpg\" \/>The pharmaceutical industry has often been criticized for being behind the &#8220;digital curve,&#8221; meaning that it lacks the expertise to fully take advantage of the Internet and other technology to improve marketing and communications. <\/p>\n<p>Although some pharma companies are digital &#8220;dunces,&#8221; others are digital &#8220;geniuses&#8221; (see, for example, &#8220;<a href=\"http:\/\/www.news.pharma-mkting.com\/pmn108-article05.htm\">Is Your Brand a Digital Genius or a Feeble-Minded Idiot?<\/a>&#8220;).<\/p>\n<p>Lately, several major pharma companies have initiated programs to (1) identify, reward, and work with innovative technology companies, and (2) increase the digital &#8220;smarts&#8221; of their employees via structured educational activities.<\/p>\n<p>Recently, I participated in two such activities:<\/p>\n<ul>\n<li><b>The Roche Digital Academy<\/b> in Milan, Italy. Read about that here: &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2013\/06\/overcoming-pharmas-social-media.html\">Overcoming Pharma\u2019s Social Media Challenges: My Roche Digital Academy Presentation<\/a>&#8221; and here: &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2013\/07\/graduation-day-at-roche-digital-academy.html\">Graduation Day at Roche Digital Academy: What&#8217;s Next?<\/a>&#8221;&nbsp;<\/li>\n<p><\/p>\n<li><b>Bayer HealthCare Grants4Apps<\/b>\u2122 in Berlin. Read: &#8220;<a href=\"http:\/\/pharma-mkting.com\/blog\/2013\/06\/bayer-pharma-meets-pharmaguy-meets.html\">Bayer Pharma Meets Pharmaguy Meets Healthcare App Startups: A Call for Best Practices<\/a>&#8221; and &#8220;<a href=\"http:\/\">Pharmaguy EU Tour 2013 &#8211; The Infographic<\/a>&#8220;.<\/li>\n<\/ul>\n<p>\n<a name='more'><\/a>Another pharma company that has reached out to reward digital innovators is Sanofi. Sanofi&#8217;s <b>Data Design Diabetes Innovation Challenge<\/b> had its inaugural run in 2011. This program engages technology entrepreneurs in a competitive framework while providing mentorship and education around deep patient-centric issues.<\/p>\n<p>Other initiatives that foster pharma-technology company relations focus on the R&amp;D side of the business. One example of this is Lilly&#8217;s <b>Clinical Open Innovation<\/b> project. Listen to this podcast: &#8220;<b>TransCelerating and Crowdsourcing Pharma R&amp;D<\/b>&#8220;.<\/p>\n<p>Today, I learned that J&amp;J\/Janssen just launched its <b>Digital Health Masterclass<\/b> in Europe (see <a href=\"https:\/\/masterclass.jnjinnovation.com\/\">here<\/a>). This new &#8220;mentoring&#8221; program will offer a &#8220;springboard for the digital health influencers of tomorrow&#8221; and, ultimately, the chance to compete before a panel of experts and investors for a share in a \u20ac50,000 prize fund. It will no doubt also benefit J&amp;J through &#8220;collaboration and exchange of ideas \u2014 working together to share knowledge&#8221;; i.e., <b>Open Innovation<\/b>.<\/p>\n<p>These programs also help pharma companies learn about new technologies. According to the 2013 Digital Barometer for life sciences survey by Across Health (<a href=\"http:\/\/www.a-cross.com\/health\/knowledge\/other-publications\/results-digital-barometer-2013\/\">here<\/a>), &#8220;Not enough internal knowledge&#8221; of digital is one of the top &#8220;bottlenecks&#8221; for digital in the industry (see chart below).<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/3.bp.blogspot.com\/-yFBhZw0QQmU\/Uek1C5kFmKI\/AAAAAAAAGEE\/4-9uCKbO_kk\/s1600\/DigitalBottleneckChart.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"241\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2013\/07\/DigitalBottleneckChart.jpg\" width=\"400\" \/><\/a><\/div>\n<p>\nIs pharma on the path to benefiting from all this technology being developed by innovative companies?<\/p>\n<p>Let me modify the &#8220;Gartner Hype Cycle&#8221; graph to illustrate where I believe pharma is today. My version is called the &#8220;Pharma Digital Hype Cycle&#8221;:<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/1.bp.blogspot.com\/-wqm7QfaiKuY\/Uek8tw4ifoI\/AAAAAAAAGEU\/KtrgFgRBCrw\/s1600\/GartnerPharmaDigitalExpectationsChart.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"400\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2013\/07\/GartnerPharmaDigitalExpectationsChart.jpg\" width=\"386\" \/><\/a><\/div>\n<p>\nIf you don&#8217;t know the FDA references I cite, just search this blog.<\/p>\n<p>This is an exciting time to be a technology innovator in the health sciences. There&#8217;s the &#8220;Quantified Self&#8221; movement, which I joined for a time until I lost my Jawbone wristband somewhere in Berlin. FDA even approved a pill with a microchip inside (here)!<\/p>\n<p>Now that pharma is seriously pushing the digital agenda WITHIN their organizations, technology innovators should get on the bandwagon and reap the benefits. I know I am, even though I am not a &#8220;technology&#8221; person <i>per se<\/i>. My technology is the critical human brain attached to a computer with Internet access AND the advantage of looking in from the outside. It may not be worth&nbsp;\u20ac50,000, but how about&nbsp;\u20ac3,000?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The pharmaceutical industry has often been criticized for being behind the &#8220;digital curve,&#8221; meaning that it lacks the expertise to fully take advantage of the Internet and other technology to improve marketing and communications. Although some pharma companies are digital &#8220;dunces,&#8221; others are digital &#8220;geniuses&#8221; (see, for example, &#8220;Is Your Brand a Digital Genius or [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":11241,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[329,253,180,307,157,162],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pharma Seeks Digital Innovators: A New Phase of the &quot;Pharma Digital Hype Cycle&quot; - 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\/blog\/pharma-seeks-digital-innovators-new\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pharma Seeks Digital Innovators: A New Phase of the &quot;Pharma Digital Hype Cycle&quot; - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"The pharmaceutical industry has often been criticized for being behind the &#8220;digital curve,&#8221; meaning that it lacks the expertise to fully take advantage of the Internet and other technology to improve marketing and communications. 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