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Healthcare Professionals’ Social NetworksThe Beginning of the End of Pharma Marketing as We Know it?
Len StarnesHead of Digital Marketing & Sales General Medicine
Len StarnesHead of Digital Marketing & Sales General MedicineBayer Schering Pharma
Digital Pharma Europe30 – 31 March 2009
BarcelonaSpain
Agenda
The Big Bang
Global dimensions
Business models and partnering options
Key learnings
Ubiquitousness and marketing in 2020
Healthcare professionals’ 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 2007
http://www.sermo.com/news/media/press/pfizer
It’s all about…
Pharmaceuticalindustry
Initiating an open and honest discussion
Medical profession
Healthcare professionals’ social networks
Global dimensions
USA dominant
Sermo Physician Connect
Student Doctor NetworkHealthevaRelaxdocSocialMD
SosidoClinical Village iMedExchange
TiromedOzmosis
Medical PlexusWithin3
Rad RoundsMedTrust
MedicSpeakPeerclip
Syndicom SpineconnectQuantiaMD
Number of networksDiversity of networksBusiness modelsAttracting VCPharma participationFirst learnings
100,000 members each
Built on trust
Real namesFull credentialsVerified identities
Focus onknowledge sharing
Aims to build trust between HCPs & pharma
Canada catching upor waking up?
At least 1000Canadian doctors wish to join Sermo
CMA’s AsklepiosDoctorNetworking
Sermo (2009?)
Europeheterogeneous
BMJ’s Doc2Doc (UK)Doctors.net.uk (UK)
OnMedica (UK)Coliquio(D)
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)
Sermo (2009/10?)
UK and Germany lead
France, Italy, Spain?
Expect Scandinavia & Netherlands to follow soon
Language still a barrier
Forum, news & resource centre
Soft launch Jan 09 2600 members
Open & closed areas Complements eBMJ
Global 120 countries
Focuses on D, CH, AT
10,000 members
3 pharma partnership options
Expanding to other EU countries 09/10
29 organizations 5,400 members
D, CH, AT Seeking pharma partners
Network of medical societies and associations
5 languages 10,000 members
Linkedin model
Doctors, dentists, pharmacists,
veterinary surgeons
ROW emergingIndia hyperactive
New Zealand making up for geographical isolation
Who will be first to launchin China?
Latin America stirring
Doctors Hangout (IN)Doctor.VG (IN)
New Media Medicine (NZ)Samag Blogspot (LA)
Sermo (2009/10?)
Focus on medical students55,000 members
1m page views/month
Medical students today… members of HCPs’ SNs tomorrow
Healthcare professionals’ social networks
Business models & partnering options
Taxonomy
Authentication,
all specialities,1 country or int, pharma prtnrs
Authentication, all specialities,1 country or int, non-pharma prtnrs
Authentication or open access,1 speciality,1 country or int,pharma prtnrsor unknown
Authentication, associations only, 1 country or int, pharma prtnrs
Open access,all specialities,I country or int,pharma prtnrs?
Private ownership
SermoDoctor ConnectOzmosisRelaxdocClinical VillageiMedExchangeWithin3Peer ClipDoctors.netOnMedicaColiquio Esanum
SpineconnectRad RoundsMyPACSMed Trust(onc)
SosidoDooox
Sdt Doc NetworkHealthevaSocialMDTiromedMedicSpeakMedicalPlexusDoctorNetworkingDocCheck FacesDoctors HangoutDoctor.VGNew Media MedicineSamag Blogspot
Medical society ownership Doc2Doc(BMA) Asklepios(CMA)
Not all networks are equal
Survival of the fittest
Stringent HCPs-only membership policies
Evolving vocationally-relevant services
Significant scaling - global aspirations?
Ability to derive knowledge from data
Sanctioned engagement with pharma
Unambiguous data protection policies
Room for a long tail of high-value niche players
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
Participate in community discussions
Post information and services germane to discussions
Offer CME programmes
Invite to eD programmes
Key learnings
Healthcare professionals’ social networks
Group dynamics of HCPs
Sharing information
Learning fromone another
Becoming better doctors together
High levels of interest in HCPs’ social networks
Physician Online Communities: Social NetworkingManhattan Research, Taking the Pulse v8.0, 2008
60%Already using + very interested
+ somewhat interested
40%Not at allinterested
Membership growing everywhere
Network marketing
New tools & services
Source: Coliquio
55 – 59 age group dominates
Not just younger HCPs
Majority of HCPs welcome pharma participation
Physician Online Communities: Social NetworkingManhattan Research, Taking the Pulse v8.0, 2008
I am interested in interacting with pharma, biotech and device companies on HCPs’ only SNs
59%Strongly agree
+ agree
41%Strongly disagree + disagree
Finding Pfizer physicians able to talk openly and honestlyis a problem
HCPs like open and honest discussions with Pfizer*
Pfizer views initiative as a partnership
Prime interest is driving P2P and Pfizer doctor to non-Pfizer doctor discussions
*Reported at Health 2.0 conference, San Francisco, 22 – 23 October 2008
Helping in daily practice
12
33
65
79
94
0
20
40
60
80
100
1 2 8 16 24
Hours after post was made
% all comments
*Source: Coliquio
Responses to a Coliquio post
Internal challenges
Who gets the ‘seat’?
MarketResearch
Medical & Scientific
Marketing
Not a trivial issue
Costs
Number of seats
Quantity/scope/duration of options
Types of partnering options
Healthcare professionals’ social networks
Ubiquitousness and marketing in 2020
Networks will scale-up & network
Number of members
Networkvalue Reed’s Law
2N Metcalfe’s Law N2
Range ofHCPs’ SNs
Value will increase significantly
During the next decade
Large-scale HCPs’ SNs
Routine useof SNs
by doctors
More doctors expecting
e-self servicefrom pharma
Dwindling of sales forces
Predominance of e-savvy
doctors
Doctors willing to
engage with pharma on SNs
Inevitable shift
Lessselling
Moredialogue
Fewer sales reps
Multi-disciplinary engagement teams
Marketing & sales reinvented
Observe real-worldexperience of usingdrug
Respond to Feedback
Pre-launch Growth MaturityInitiate viral brand awareness
Open dialogue
Listen to customers
Evaluate impact of new brand
Engage appropriate specialities
Dialogue-centric strategies
More effective & lower-cost communications
Better businessplans & forecasts
A new business paradigm
‘In the coming years it will be the norm, rather than the exception, for companies to have access to the information gathered in these forums, and to respond to the information accordingly’*
*Physician Online Communities: Social NetworkingManhattan Research, Taking the Pulse v8.0, 2008
Real-time poll update:http://polls.linkedin.com/poll-results/28204/lakmg
What will influence physicians’ prescribing behaviour more?
Open dialogue on social networks
or
Pharma marketingas we know it
Head of Digital Marketing & SalesGeneral MedicineBayer Schering Pharma
E: [email protected]: + 49 30 4681 4877M: + 49 175 438 4521I: www.bayerhealthcare.com
Len Starnes