digital & breakfast (pharma)
DESCRIPTION
Presentation given at Digital & Breakfast for the pharmaceutical industryTRANSCRIPT
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DIGITAL HEALTHCARE LANDSCAPE
DIGITAL&BREAKFASTPREMIERE SELECTION
“We’re not in Kansas anymore”
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DIGITAL&BREAKFASTPREMIERE SELECTION
EN 2 AÑOS INTERNET DESAPARECERÁ
C D
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DIGITAL&BREAKFASTPREMIERE SELECTION
http://www.youtube.com/watch?v=aXV-yaFmQNk
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DIGITAL&BREAKFASTPREMIERE SELECTION
INTERNET DESAPARECERÁ... AL MENOS DE NUESTRO VOCABULARIO
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DIGITAL&BREAKFASTPREMIERE SELECTION
IMSS ISSTESector Salud
Paciente Médico Pharma
Antes
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DIGITAL&BREAKFASTPREMIERE SELECTION
Paciente /consumidor
Pharma
Apps
Blogs
Vademecum
GoogleRedes
sociales
Venta online
Consulta a distancia
Medicina personalizada
Médico
Hoy
IMSS ISSTESector Salud
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DIGITAL&BREAKFASTPREMIERE SELECTION
APPS
+40,000 apps de salud disponibles para smartphone y tablet
Para 2015 30% de usuarios de smartphones usarán apps de salud
2011
2012
2013
124 millones
247 millones
500 millones (estimado)
# personas que descargaron una app de salud
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DIGITAL&BREAKFASTPREMIERE SELECTION
“APPS ARE THE NEW MEDIA”Sir Martin Sorrell
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DIGITAL&BREAKFASTPREMIERE SELECTION
http://www.youtube.com/watch?v=qsl9NjyVpHY
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DIGITAL&BREAKFASTPREMIERE SELECTION
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DIGITAL&BREAKFASTPREMIERE SELECTION
MEDICINA PERSONALIZADA AL ALCANCE DEL BOLSILLO
23 and me
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DIGITAL&BREAKFASTPREMIERE SELECTION
https://www.youtube.com/watch?v=hXUc6LgQDY4#t=111
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DIGITAL&BREAKFASTPREMIERE SELECTION
SEARCH
60% de los pacientes han hecho una búsqueda sobre su salud
Sube a 85% si consideramos sólo menores de 60 años
Fuente: Pew Internet
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DIGITAL&BREAKFASTPREMIERE SELECTION
SOCIALMEDIA
+40% de los usuarios dice que la info en socialmedia influye sus decisiones de salud
Usuarios de 18-24 años son 2X más propensos a discutir temas de salud en plataformas sociales que los de 45-54
90% de esos usuarios (18-24) dicen que confiarían en la información médica compartida por otros en su red social
Fuente: Mediabistro & Search engine watch
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DIGITAL&BREAKFASTPREMIERE SELECTION
“Nuevo” padecimiento: Pacientes Cybercondriacos
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DIGITAL&BREAKFASTPREMIERE SELECTION
TECNOLOGÍA PARA EL DIAGNÓSTICO
Scanadu
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DIGITAL&BREAKFASTPREMIERE SELECTION
http://www.youtube.com/watch?v=KSwMauCno6o
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DIGITAL&BREAKFASTPREMIERE SELECTION
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DIGITAL&BREAKFASTPREMIERE SELECTION
HACIA ADELANTE
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DIGITAL&BREAKFASTPREMIERE SELECTION
Paciente /consumidor
Pharma
Apps
Blogs
Vademecum
GoogleRedes
sociales
Venta online
Consulta a distancia
Medicina personalizada
Médico
Hoy
IMSS ISSTESector Salud
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DIGITAL&BREAKFASTPREMIERE SELECTION
Pharma
Paciente /consumidor
Apps
Blogs
Vademecum
GoogleRedes
sociales
Venta online
Consulta a distancia
Medicina personalizada
Médico
IMSSISSTE
Sector Salud
Futuro
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DIGITAL&BREAKFASTPREMIERE SELECTION
http://www.youtube.com/watch?v=WpsPsuXs7oY
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DIGITAL&BREAKFASTPREMIERE SELECTION
¿CÓMO EMPEZAMOS?
• Mercadotecnia directa al consumidor/paciente
• Tecnología preventiva
• ‘Empowerment’ del médico
• Facilitador de la comunidad
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DIGITAL&BREAKFASTPREMIERE SELECTION
HANDCRAFTED TECHNOLOGY FOR BRANDS
http://marketingthoughts.ktcagency.com