Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Welcome to the digital marketing roundup, which this week includes Roche's new interactive insulin pump system, a Kinect-based health start-up, TBWA's digital reorganisation and the Mayo Clinic's first Social Media Scientific Session.
Tip of the week
US regulators have approved Roche's new interactive insulin pump system for people with diabetes. The company plans to launch the Accu-Chek Combo system, which uses Bluetooth wireless technology to connect a blood glucose meter with an insulin pump, in the US before the end of the year. “The Accu-Chek Combo system clearly demonstrates Roche's dedication to integrated diabetes management solutions, combining the technical components for blood glucose monitoring, data management and insulin delivery,” commented Luc Vierstraete, head of Roche Diabetes Care.
A Canadian medical startup that uses Microsoft's Kinect games system to make physical therapy and rehabilitation fun and affordable has won the $50,000 top prize at Montreal's International Startup Festival. Jintronix has produced three Kinect-based games to aid rehabilitation “Physical therapy has been the same for the past four decades, and there hasn't been much change in the types of exercises that are available to patients,” Jintronix CEO Justin Tan told VentureBeat. “The patients aren't adhering to their regiments either because of lack of access, it's too expensive, or it's just boring. Our system is changing that by getting them the care they need at home.”
Advertising agency TBWA has reorganised its digital offerings under the banner of the Digital Arts Network, or DAN, which will have its headquarters in New York. The move follows the disbanding of its Agency.com digital group two years ago, and will draw together all 700 TBWA digital specialist under one umbrella structure. Tom Carroll, president and CEO of TBWA Worldwide, said: “Digital is a huge part of our present and our future. We are confident that we have a robust, global digital footprint with the talent, the clients and the award wins to prove it”. [Read more on The Directory]
The Mayo Clinic Center for Social Media has called for abstracts to be submitted for its first Social Media Scientific Session in October, 2012. The US-based Clinic has been at the forefront of using social media in healthcare and is looking for submissions that can demonstrate the value of using this technology in a health setting. They could be related to data gathered through social media or to the effectiveness of social media interventions, and more information on the meeting can be found on the Mayo Clinic website.