{"id":7062,"date":"2014-03-07T08:52:06","date_gmt":"2014-03-07T07:52:06","guid":{"rendered":"http:\/\/buzz-esante.com\/?p=7062"},"modified":"2015-04-29T12:38:36","modified_gmt":"2015-04-29T10:38:36","slug":"antoine-poignant-nous-presente-pharmasuccess-2014","status":"publish","type":"post","link":"https:\/\/buzz-esante.fr\/antoine-poignant-nous-presente-pharmasuccess-2014\/","title":{"rendered":"Antoine Poignant nous pr\u00e9sente PharmaSuccess 2014"},"content":{"rendered":"<p><b>R\u00e9guli\u00e8rement, je vous propose de partir \u00e0 la rencontre d\u2019un acteur du digital sant\u00e9 en France.<\/b><\/p>\n<p>Le 20 mars prochain se d\u00e9roulera la quatri\u00e8me \u00e9dition de PharmaSuccess, le rendez-vous du marketing excellence de l\u2019industrie pharmaceutique. Interview avec l\u2019organisateur de cet \u00e9v\u00e8nement, Antoine Poignant.<\/p>\n<p><b><a href=\"http:\/\/buzzesante.files.wordpress.com\/2013\/03\/apoignant.jpg\"><img decoding=\"async\" data-attachment-id=\"4863\" data-permalink=\"https:\/\/buzz-esante.fr\/apoignant\/\" data-orig-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2013\/03\/apoignant3.jpg\" data-orig-size=\"378,500\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"apoignant\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2013\/03\/apoignant3-227x300.jpg\" data-large-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2013\/03\/apoignant3.jpg\" class=\"alignright size-medium wp-image-4863\" src=\"http:\/\/buzzesante.files.wordpress.com\/2013\/03\/apoignant.jpg?w=226\" alt=\"apoignant\" width=\"226\" height=\"300\" \/><\/a>Bonjour Antoine. Pour ceux qui ne connaissent pas encore PharmaSuccess, peux-tu nous pr\u00e9senter bri\u00e8vement cet \u00e9v\u00e8nement ?<\/b><\/p>\n<p>Bonjour R\u00e9my, la 4e \u00e9dition de PharmaSuccess, congr\u00e8s annuel marketing et business excellence sant\u00e9, r\u00e9unira plus de 500 congressistes, acteurs de la sant\u00e9 et de l\u2019industrie issus de l\u2019ensemble des m\u00e9tiers de la Pharma.<\/p>\n<p>De plus, cette ann\u00e9e \u2014sous le signe de la M\u00e9dico-Economie\u2014 auront lieu en m\u00eame temps que PharmaSuccess, les Rencontres de la Recherche Clinique avec les soutiens de l\u2019AFCROS, de l\u2019AMIPS, et de l\u2019ARIIS notamment et sous le haut patronage du Minist\u00e8re de la Recherche.<\/p>\n<p><b>Que peuvent trouver les participants \u00e0 PharmaSuccess ?<\/b><\/p>\n<p>En trois ans PharmaSuccess est devenu le point de convergence des managers de la sant\u00e9. Ce rendez-vous annuel est devenu un incontournable de la profession o\u00f9 se discutent les nouvelles tendances du business excellence et du marketing sant\u00e9. Cette ann\u00e9e, nous sommes soutenus par le LEEM, l\u2019UDA, l\u2019ACIP, l\u2019AMIPS, le SPEPS, la FNIM,\u00a0 Le Club Digital Sant\u00e9, LoiBertrand.info, ArobaSant\u00e9 et Management Post Moderne.<\/p>\n<p><b>Quels ont \u00e9t\u00e9 les succ\u00e8s des trois premi\u00e8res \u00e9ditions ?<\/b><\/p>\n<p>Nous sommes devenus, en trois ans, une v\u00e9ritable r\u00e9f\u00e9rence du secteur : l\u2019ann\u00e9e derni\u00e8re plus de 500 congressistes et cette ann\u00e9e peut \u00eatre d\u00e9passerons-nous les 600 ?<\/p>\n<p>Le contenu est unanimement appr\u00e9ci\u00e9 et nous r\u00e9pondons certainement \u00e0 un besoin vis-\u00e0-vis des probl\u00e9matiques marketing sant\u00e9 et les enjeux business, sociaux et de r\u00e9putation de l\u2019industrie pharmaceutique.<\/p>\n<p><b>Quelles sont les nouveaut\u00e9s attendues lors de cette \u00e9dition 2014 ?<\/b><\/p>\n<p>Les nouveaut\u00e9s de l\u2019\u00e9dition 2014 sont multiples :<\/p>\n<ul>\n<li>Pleini\u00e8re commune \u00ab Enjeux m\u00e9dico-\u00e9conomiques \u00bb avec les Rencontres de la Recherche Clinique<\/li>\n<li>BarCamp #hcsmeufr \u201cLes dix commandements du digital\u201d organis\u00e9 par le Club Digital Sant\u00e9<\/li>\n<li>Village des objets connect\u00e9s sant\u00e9<\/li>\n<li>MeetUp Quantified Self Sant\u00e9 &amp; Donn\u00e9es Personnelles<\/li>\n<li>Et toujours, livetweet et tweetwall #PharmaSuccess<\/li>\n<\/ul>\n<p><a href=\"http:\/\/www.pharmasuccess.fr\/\" target=\"_blank\"><img decoding=\"async\" data-attachment-id=\"6332\" data-permalink=\"https:\/\/buzz-esante.fr\/pharmasuccess-2014-nouvelle-edition-du-rendez-vous-business-excellence-marketing-pharma\/pharmasuccess-2014\/\" data-orig-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2013\/11\/pharmasuccess-20141.png\" data-orig-size=\"487,113\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"PharmaSuccess-2014\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2013\/11\/pharmasuccess-20141-300x70.png\" data-large-file=\"https:\/\/buzz-esante.fr\/wp-content\/uploads\/2013\/11\/pharmasuccess-20141.png\" class=\"aligncenter size-full wp-image-6332\" src=\"http:\/\/buzzesante.files.wordpress.com\/2013\/11\/pharmasuccess-2014.png\" alt=\"PharmaSuccess-2014\" width=\"487\" height=\"113\" \/><\/a><\/p>\n<p><b>\u00a0Observateur du digital sant\u00e9 et du monde de la pharma, quel regard portez-vous sur la \u00ab r\u00e9volution digitale \u00bb au sein de cette industrie ?<\/b><\/p>\n<p>A l\u2019heure de la sant\u00e9 connect\u00e9e, du quantified self et de la gamification, les entreprises de Sant\u00e9 sont engag\u00e9es dans un processus de transformation de leur business model qui modifie profond\u00e9ment les organisations. Les big pharmas mettent toutes en place des \u201cDigital Acad\u00e9mies\u201d pour former leurs collaborateurs aux enjeux du digital.<\/p>\n<p>Les organisations mises en place sont tr\u00e8s vari\u00e9es et des typologies gagnantes vont se dessiner : probablement le e totalement int\u00e9gr\u00e9 au sein d\u2019un marketing cross-canal et l\u2019int\u00e9gration d\u2019une d\u00e9marche d\u2019inbound marketing, notamment par externalisation de l\u2019infomed et de la pharmacovigilance. Le social media monitoring sera int\u00e9gr\u00e9 au marketing.<\/p>\n<p>Le digital et les objets connect\u00e9s sant\u00e9 cr\u00e9ent des opportunit\u00e9s d\u2019innover dans les services et la promotion de la sant\u00e9. Tout reste \u00e0 faire. Les laboratoires vont avoir \u00e0 s\u2019approprier ce nouveau champ et ne pas se contenter d\u2019observer, sinon c\u2019est incontestablement une perte de l\u00e9gitimit\u00e9 et de plus en plus de difficult\u00e9s.<\/p>\n<p>L&#8217;industrie pharmaceutique, qui produit du soin (m\u00e9dicaments + services), ne peut plus rester \u00e9trang\u00e8re \u00e0 ce ph\u00e9nom\u00e8ne \u00e9conomique majeur, dans lesquels les plus grands acteurs mondiaux sont\u00a0 d\u00e9sormais impliqu\u00e9s : Apple, Google, Nike, Samsung&#8230; face aux entrants comme iHealth, Withings\u2026<\/p>\n<p>Tout r\u00e9sidera dans la mise en place du canal digital au sein d\u2019un mix nouveau pour l\u2019industrie, int\u00e9grant l\u2019internet des objets et son \u00e9cosyst\u00e8me. L\u2019argument de mise en place d\u2019une strat\u00e9gie digitale sera l\u2019efficacit\u00e9, d\u00e9sormais impossible \u00e0 obtenir autrement ! Enfin, ce sera un moyen pertinent d\u2019aller \u201cjusqu\u2019au patient\u201d.<\/p>\n<p><b>En conclusion, quels sont les grands enjeux du marketing pharma dans les mois \u00e0 venir ?<\/b><\/p>\n<p>2014, sera une ann\u00e9e m\u00e9dico-\u00e9conomique et digitale. L\u2019\u00e9valuation m\u00e9dico-\u00e9conomique obligatoire red\u00e9finit les r\u00e8gles d\u2019acc\u00e8s au march\u00e9 pour le m\u00e9dicament dans un parcours de sant\u00e9, change la donne concurrentielle et fait entrer, comme le digital,\u00a0 l\u2019ensemble des m\u00e9tiers de l\u2019entreprise dans une nouvelle culture.<\/p>\n<p>La r\u00e9volution digitale, l\u2019acc\u00e9l\u00e9ration des progr\u00e8s scientifiques, l\u2019\u00e9mergence du patient inform\u00e9, l\u2019Europe, les R\u00e9gions, repr\u00e9sentent aujourd\u2019hui autant d\u2019opportunit\u00e9s de faire du m\u00e9dicament un vecteur de \u00ab promotion de la sant\u00e9 \u00bb, au sein de l\u2019organisation des soins. C\u2019est pour nous le grand enjeu marketing sant\u00e9 de 2014.<\/p>\n<p>Pour aller plus loin :<\/p>\n<ul>\n<li><a href=\"http:\/\/buzz-esante.com\/2013\/11\/25\/pharmasuccess-2014-nouvelle-edition-du-rendez-vous-business-excellence-marketing-pharma\/\" target=\"_blank\">PharmaSuccess 2014 : nouvelle \u00e9dition du rendez-vous Business Excellence &amp; Marketing Pharma<\/a><\/li>\n<li><a href=\"http:\/\/www.pharmasuccess.fr\/programme-2014\/\" target=\"_blank\">Acc\u00e8s au programme<\/a><\/li>\n<li><a href=\"http:\/\/www.pharmasuccess.fr\/inscrivez-vous\/\" target=\"_blank\">Inscription au tarif pr\u00e9f\u00e9rentiel (code : INVBUZZESANTE)<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9guli\u00e8rement, je vous propose de partir \u00e0 la rencontre d\u2019un acteur du digital sant\u00e9&hellip;<\/p>\n","protected":false},"author":2,"featured_media":4863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[406],"tags":[9,780,1637,441,2231,946,1042,781,782,566,1153,82,2503,1636,28,284,13,2504,4,2505,783,578,5,784,587,89,59],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - 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