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Physicians’Social NetworksAm Emergent New Engagement Channel in Oncology
Len StarnesHead of Digital Marketing & Sales General Medicine
Len StarnesHead of Digital Marketing & Sales General MedicineBayer Schering Pharma
Enhancing Sales & Marketing Performance for
Oncology TherapeuticsBrussels, 15 -16 March 2010
Agenda
The Big Bang
Global dimensions
Anatomies
Key learnings
Marketing beyond 2010
Source: Manhattan Research Strategic Insight, ePharma Physician v9.0 #4, 2009
Oncologists are highly e-reliant physicians
Gather productinformation
online> 75% of time
Physicians’ social networks
The Big Bang
Actually, it all began with sushi…
First reactions
What does it cost?
Is this something really new?
How does it work?
What is Sermo?
Great sushi!
Why is Pfizer always first?
I must talk to my brand teams about this
Black cat cartoon: with thanks to John Mack, Pharma Marketing Bloghttp://pharmamkting.blogspot.com/2007_10_01_archive
Transforming the way medical information is exchanged
Based on Pfizer/Sermo press release 15 October 2007http://www.sermo.com/news/media/press/pfizer
It’s all about…
Pharmaceuticalindustry
Initiating an open and honest discussion
Medical profession
Global dimensions
Physicians’ social networks
USA Setting the pace
Sermo Physician Connect
Student Doctor NetworkHealthevaRelaxdocSocialMD
SosidoClinical Village iMedExchange
TiromedOzmosis
Medical PlexusWithin3
Rad RoundsMyPacs
MedTrustMedicSpeak
PeerclipSyndicom Spineconnect
QuantiaMDMDsConnect
Number of networks
Diversity of networksAttracting VC
Pharma participation
112,000 members each
EuropeHeterogeneous
doc2doc (Global)Doctors.net.uk (UK)
OnMedica (UK)Coliquio (D, CH, AT)
DocCheck Faces (Int’l)DocCheck Faces(D)DocCheck Faces (F)
DocCheck Faces (ES)DocCheck Faces (IT)
Dooox (D) Esanum (D)
Esanum (ES)Esanum (IT)
Esanum (CH)Esanum (AT)
Esanum (F)Docactus (F)
Med Universe (SE)
UK and Germany lead
Fewer players
Catching up with USA
17,000 members
Open and closed areas
Integrated with BMJ Group medical content
Global
130 countries
Focuses on D, CH, AT
16,000 members
Partnership with leading German medical
journal Ärzte Zeitung
Expanding to other EU countries 2010
Asia PacificEmergingopportunitiesHigh growth rates
Significant membershipnumbers
Good Doctor’s Forum (CN)China Asthma Alliance (CN)
dxy.com (CN) China obgyn.net (CN)
Orthochina (CN)Public networks (BBS) (CN)
Doctors Hangout (IN)Doctor.VG (IN)Medtitans (IN)
Protomedica (IN)HelloDr (IN)
Smartdoc (IN)M3.com (JP)
MedPeer (JP)Carenet (JP)
NM Online (JP)MT Pro (JP)
Medigate( KR)Misc medical news sites (KR)
Australian Doctor (AU)New Media Medicine (NZ)
China: www.dxy.cn
1.7m members - No authentication - 50% physicians - 30% biomed researchers - 20% medical studentsWith thanks to Kevin Lin, JSure Healthmedia
Japan: www.m3.com
Authenticated physicians 177,000 members
South Korea: Medigate
Authenticated physicians 67,000 members
Anatomies
Physicians’ social networks
AuthenticationAll specialitiesIncludes pharma
1st dimensiontaxonomy
AuthenticationSingle specialityIncludes pharma
AuthenticationAll specialitiesExcludes pharma
No authenticationAll specialitiesInc & excl pharma
Pure playSocial network only
SermoOzmosisColiquio
2nd dimensiontaxonomy
HybridSocial network + online med resource
Physician Connectdoc2docDoctors.net.uk
Pharma partnering options
Observation Research Engagement
Unmet needs
Treatment trends
Drug usage monitoring
Future Rx volume Unknown side-effects
Off-label usage
Early identification of critical issues
Post questions to a specialist community
Conduct surveys
Establish panels based on pre-selected criteria
Participation by scientific liaison staff in community discussions
Support speciality communities
Post information and services germane to discussions
Key learnings
Physicians’ social networks
Membership growing everywhere
Sustained growth in USA
Physicians in 2012: Manhattan Research,Taking the Pulse v9.0, 2009
Already using + very interested +
somewhat interested
6071
0
20
40
60
80
100
2008 2009
% respondents
Physician Online Communities: Social NetworkingManhattan Research, Taking the Pulse v8.0, 2008
Source: Coliquio
25,000 visits/month onDoctors.net.uk oncology area
Source: Doctors.net.uk, Feb 2010
Not just younger physicians
Sermo members markedly older than average internet
0
10
20
30
40
<30 30-39 40-49 50-59 60+Age of Sermo users
Per
cent
tota
l
Source: Sermo
Coliquio:
55 – 59 age group dominates
Similar age distribution in Europe
Physicians welcome pharma participation
…but only on their terms. No selling or advertising
Majority of physicians interestedin interacting with pharma
Source: Manhattan Research Strategic Insight, ePharma Physician v9.0 #6, 2009
I am interested in interacting with pharma on physicians’social networks (% e-physicians) 56%
Agree
44%Disagree
Top specialities interested
Source: Manhattan Research Strategic Insight, ePharma Physician v9.0 #6, 2009
Obgyns
OncologistsUrologists
NeurologistsDermatologists
What do physicians really want from pharma?
Source: Joel Selzer, Ozmosis, February 2010
Fast, simple, reliable answers to product questions
Peer-to-peer interaction and trusted feedback
Rep-like servicesbut on members’ terms
Pharma’s challenges mainly internal
Marketing
Sales
Medical & Scientific
Legal & Regulatory
Functional collaboration essential
Real-time poll update:http://polls.linkedin.com/poll-results/28204/lakmg
Physicians’ social networks
Marketing beyond 2010
During the next decade
Predominance of e-savvy physicians
Routine use ofSNs by majority
of physicians
Dwindling of sales forces
Predominance of multi-channel
engagement models
More physicians expecting
e-self servicefrom pharma
More physicians willing to engage
with pharma on SNs
Inevitable shift
Lessselling
Moredialogue
Fewer sales reps
Multi-disciplinary engagement teams
What will influence oncologists’ prescribing behaviour more
Open dialogue on social networks
Pharma marketingas we know it?or
Head of Digital Marketing & SalesGeneral MedicineBayer Schering Pharma
E: leonard.starnes@bayerhealthcare.comLkn: www.linkedin.com/in/lenstarnesTwt: www.twitter.com/lenstarnesSsh: www.slideshare.net/lenstarnesT: + 49 30 4681 4877M: + 49 175 438 4521I: www.bayerhealthcare.com
Len Starnes