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BioRhythms: What's happening now in healthcare communications.

Using New Media to Predict Health Trends

The use of mobile and social network technology for tracking health data seems to be big news this week. Here are some recent nonprofit efforts on a global scale, and a locally focused social health effort worth noting.

The Clinton Health Access Initiative, Hewlett Packard, and African mobile network provider Mascom Wireless are collaborating on an effort to bolster surveillance of malaria outbreaks in Botswana. Health care workers will be using donated smart phones to collect data, pictures, audio, and video on malaria cases and geo-tag the locations of outbreaks with GPS coordinates. This use of mobile technology rather than paper-based research could speed up the detection of outbreaks and improve quality control of data input.

Similarly, Health Map is an online resource to monitor and predict disease outbreaks. Since 2006 they have worked with partners such as Google and the CDC to track health trends and more recently have started a global early warning system for emerging diseases that move between wildlife and people.

Start-up Sickweather brings disease monitoring to the local level by using social networks such as Facebook and Twitter and geo-data to predict where illness may strike next.

The company uses “real time data available on the health of our population” and cross references it with location tags to produce real time “weather maps” of reported symptoms. This information is then used to forecast the movement of everything from stomach bugs to chronic illness.

While the HP malaria project and the Health Map initiatives are global and contribute to the greater good, translating similar functions to the local level creates unique challenges.

Sickweather could help families avoid the latest chicken pox outbreak at daycare, but it raises privacy and accuracy concerns. Mining social data could alter people’s willingness to post about illness, since it could create uncomfortable social situations, like avoiding the birthday party for a child with a sick sibling. While Sickweather works on the personal and local level, it can also be used at an aggregate level for whole cities, benefitting a much larger network.

What do you think? Would you share your health information with others for the greater good?

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Meet Sam Falsetti, Our New Clinical Science Director


CAMBRIDGE, Mass. — Cambridge BioMarketing (CB), a full-service healthcare marketing communications agency, names Dr. Samuel Falsetti to a new position as Clinical Science Director. Dr. Falsetti brings with him a decade of drug development and commercialization experience in the pharmaceutical, academic, and biotech worlds to Cambridge BioMarketing. At CB, Dr. Falsetti will lead the integration of clinical and scientific strategy across all of the agency’s client services.

Dr. Falsetti comes from the Publicis Groupe where, as a Scientific Director, he led scientific strategy on multiple antiviral products as well as groundbreaking investigational targeted oncology therapies. While in academic drug discovery, Sam was part of a research team that developed and successfully licensed three targeted oncology agents. He was principally responsible for the development of GGTI-2418, a first-in-class targeted oncology therapy currently in phase I clinical trials.

Steve West, CEO of CB, commenting on the significance of the hire: “Sam’s one of those rare scientists who grasps the business aspects and can create the connections. With many of our clients developing first-ever therapies, he’s a powerful addition to our service foundation.”

In addition to his work at CB Dr. Falsetti holds multiple positions in the nonprofit sector. He is a member of a data monitoring committee for the NCI Community Clinical Oncology Program, has served as President of the Florida Chapter of the American Medical Writers Association, and has received awards for multiple invited lectures on healthcare communications to respected medical institutions, such as the H. Lee Moffitt Cancer Center.

Dr. Falsetti received his bachelor of science degrees in biology and biochemistry from the University of Tampa where he began his research with Dr. Gary Litman, a world renowned immunologist and director of pediatric research at All Children’s Hospital. He earned his Doctorate of Philosophy from the University of South Florida, College of Medicine where he completed his doctoral research with Dr. Saïd Sebti, leader of the Drug Discovery Program at the H. Lee Moffitt Cancer Center.

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Digital Services for Healthcare

Cambridge Biomarketing offers comprehensive digital services designed specifically for the biotech, pharmaceutical, and life sciences industries.

We can help you develop programs ranging from strategy development to implementation to search marketing and social media. Our work has won numerous awards and industry recognition, and our team can help develop interactive tools for websites, booth media, and mobile devices. Our clients turn to us to help them improve their positioning and awareness across the wide spectrum of digital channels.

Please take a look at our digital capabilities brief, and contact us to learn more.

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Happy Holidays from CB – Check out Project Wish Fulfillment

Instead of sending out a typical holiday card this year, we created something truly interactive and social. Project Wish Fulfillment allows our clients to make a holiday wish, which we then try to fulfill in creative ways.

Everyone can see everyone else’s wishes—and even comment on them. We think it’s a great way to show off what we can do as an agency, and show our clients how powerful (and fun) social media can be. See it in action and join in at projectwishfulfillment.com.

Whatever your holiday wish is, we’ll make it happen. And that’s not all: for every wish you make, we’re making a donation to the Make-A-Wish Foundation. Do it for the kids. But more importantly, do it for yourself.

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