A quick apology to readers of this blog. I really enjoy writing here, but the past month has thrown up a number of challenges.
One of these challenges is actually finding something interesting and, importantly, new, to write about. There are so many bloggers out there that I feel I would be doing you a disservice if I wrote basically the same stuff that others have already covered.
Social media is no longer new and exciting, and in the pharmaceutical sector at least, little has changed with regards to its use, other than the fact that pharma companies know more about it than before. Especially in Europe, where regulatory guidance is a long way off; don’t get me wrong, there have been excellent examples of innovative use of social media, however all the signs show that we are ‘over the hump’ of social media hype and are now, quite rightly, looking at it as a channel to be considered and utilised in an appropriate manner as part of an integrated plan. Not so much a bursting of the social media bubble, more a slight deflation so that we can make balloon animals (to overextend my mixed metaphor for appropriate consideration and usage of social media). Essentially in 2011, it is necessary for Pharma to bring social media into the Venn diagram and start using it appropriately.
What about the rise and rise of mobile and tablet healthcare with native apps (and in my opinion this is also something that is still overhyped and not rationally used as a tactic in an integrated plan, but I expect that to continue for the moment). I think Android will play a much larger part in healthcare as a platform with some major players bringing out Android-based tablets in 2011 (with implications in terms of enterprise, cost and accessibility).
Let’s not forget the possibilities of near-field communications (NFCs), especially now that mobile handsets are starting to integrate this technology (notably Google’s upcoming Nexus S made by Samsung, which also inexplicably has no LED indicator or SD card expansion slot). This is something that will gain momentum in 2011, with possibly some good use coming of it either late in 2011 or more likely in 2012.
Now to a topic I’ve also been banging on in this blog about recently: integration, and I think actually this will be a key theme for the focus of my commentary in 2011 – integration of digital into overall healthcare strategy. We need to be savvy that digital must fit within our offerings in an integrated manner, and that we shouldn’t get overexcited about ‘the shiny’ (be it platforms or gadgets). I expect 2011 to be the year where the ‘bedding in’ of digital occurs, where we all go back from being ‘digital strategists’ to just ‘communication strategists’, because this is where the benefits for patients, HCPs and Industry lie.
I’m excited by the prospect of 2011 in digital. Happy holidays to you all.