Why physicians’social networks willbe crucial for yourmarketing strategyLen Starnes Len StarnesLen Starnes Digital Healthc...
Agenda1   Learnings 2009 – 20112   USA3   Europe4   Asia Pacific
2009   Almost 80% said yes
No significant2011       change
Sustained growth     Membership of     physicians’     social networks3m2m                                               T...
Asia Pacific regiondominatesUSA & Europe     Asia Pacific1 m members      2.0 m members
Influence on Rx decisions high   100            Influence            % online HCPs                                        ...
Inevitable fusionPure-play   Medical education   social   providers,networks    news aggregators
Collaboration track record         Observation         Treatment trends, unmet needs               Research               ...
Pharma using as1-way channel                  Instead of2-way engagement platform
Notable inertia by networkowners on P2P engagement             Reluctant       to seek communities’              opinionRe...
What do physicians  really want from pharma?                      Fast, simple, reliable answers                          ...
Sermo                             Physician Connect                        Student Doctor Network                         ...
HCPs’ acceptance up 10%                                                                           69%                     ...
Thought              leadership3545 cardiologists 22.9.112 most commenteddiscussions focus onBoehringer’s Dabigatran
Expert opinion27 comments6 countries
doximity.com                     Mobile                     community                            For HCPs on the move     ...
Future may be in   the flow               The future of physicians’               social networks lies in               ‘s...
Collaborative productivity    Shifting use from      nice to haveSeamless collaboration                             Essent...
doc2doc (Global)                       Doctors.net.uk (UK)                       Coliquio (D,CH,AT)                       ...
iVrach.comFirst in Russia             50k members             since July             2010             Most popular        ...
‘…physicians’ social networks inRussia will very soon become a majorcommunication channel for the medicalcommunity.…the so...
konsylium24.plLargest in PolandAim is ‘collaboration,discussion, exchangeof opinion’30% of Polish HCPsusingMost discussed ...
Network of networks           May 2011
Global network August 2011
Opportunities                   UK, France, Germany, Austria,                     Switzerland, France, Spain,    Formidabl...
Barriers to P2P engagement   1            2            3           4 Closed      No internal No community Regulatorymarket...
1        How do I brand?            Involves cross-            functional Closed     collaborationmarketing   Too many min...
2          Secure support               from Medical               Develop               guidelines with No internal   Med...
Familiar with Medical       SM etiquette               Pharmacovigilance    2               training               Complia...
Guidelines     Dealing with off-label               questions               Use SOP    2          Dealing with AEs        ...
Global    2          Is the SN global?               Consider labelling & No internal   compliance issuesengagement     Co...
3               ‘Permission’ for pharma               to participate?No community               Agreement with spirit enga...
Has pharma              consulted              regulators?    4         Has SN owner              consulted              r...
Good Doctor’s Forum (CN)                     China Asthma Alliance (CN)                                   dxy.com (CN)    ...
10k members in 1 year                              Combining                              community                       ...
haoyisheng.com         1.9 m members                      Meded & CME                      Aligning                      s...
40% of Chinese physicians    Medical technicians                       Hospital doctors                108,422            ...
The future‘Education, clinical experiencesharing and communicationwith patients will be themain areas…’Felix ShanHaoyishen...
dxy.cn2.4 m members          Focus on          community          and R&D          Over 100          speciality          a...
Unique opportunities to developauthenticated networks               39%               prefer                              ...
Increase trust…increase value          Speciality communities        addressing needs of HCPs          & Chinese HC Reform...
Sincere thanks to the following for their helpand advice in developing this presentation        • Kristina Ahlström, MedUn...
Len Starneslenstarnes@googlemail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarnesLkn: www.linkedin.com/in/lensta...
Mobile hc ps sn october 2011
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  1. 1. Why physicians’social networks willbe crucial for yourmarketing strategyLen Starnes Len StarnesLen Starnes Digital Healthcare Head of Digital Marketing & SalesResearch & Consulting General Medicine
  2. 2. Agenda1 Learnings 2009 – 20112 USA3 Europe4 Asia Pacific
  3. 3. 2009 Almost 80% said yes
  4. 4. No significant2011 change
  5. 5. Sustained growth Membership of physicians’ social networks3m2m Today1m > 70 networks > 3 m members 2007 2008 2009 2010 2011 2012
  6. 6. Asia Pacific regiondominatesUSA & Europe Asia Pacific1 m members 2.0 m members
  7. 7. Influence on Rx decisions high 100 Influence % online HCPs Consulting with 80 Colleagues in person Offline journals Online journals HCPs-only portals 60 (social networks) 40 Sales 20 reps Pharma websites Weekly/daily use % online HCPsManhattan Research, 20 40 60 80 100Taking the Pulse v11.0, 2011
  8. 8. Inevitable fusionPure-play Medical education social providers,networks news aggregators
  9. 9. Collaboration track record Observation Treatment trends, unmet needs Research Surveys, opinion Engagement Peer-to-peer dialogue Building hybrid models Community, content & services
  10. 10. Pharma using as1-way channel Instead of2-way engagement platform
  11. 11. Notable inertia by networkowners on P2P engagement Reluctant to seek communities’ opinionReluctant Reluctantbecause no to encourage revenue pharma generated
  12. 12. What do physicians really want from pharma? Fast, simple, reliable answers to product questionsPeer-to-peer interaction Rep-like servicesand trusted feedback but on members’ termsSource: Joel Selzer, Ozmosis, February 2010
  13. 13. Sermo Physician Connect Student Doctor Network Healtheva Relaxdoc SocialMD Doximity Clinical Village iMedExchange Ozmosis Medical Plexus Within3USA Rad Rounds MyPacsConsolidating MedTrust MedicSpeak PeerclipSignificant shake-out Syndicom Spineconnect QuantiaMDlast 2 years MDsConnect MDlinx
  14. 14. HCPs’ acceptance up 10% 69% Using + very interested + somewhat interested 60% Using + very interested + somewhat interested 2011 2008Manhattan Research, Taking the Pulse v8.0, 2008 Manhattan Research, Taking the Pulse v11.0, 2011
  15. 15. Thought leadership3545 cardiologists 22.9.112 most commenteddiscussions focus onBoehringer’s Dabigatran
  16. 16. Expert opinion27 comments6 countries
  17. 17. doximity.com Mobile community For HCPs on the move using mobile devices (iPhone/Pad, Android) Aims to solve HCPs’ communications problems Unique HIPPA-compliant Jeff Tangney, CEO (secure) messaging(ex CEO Epocrates)
  18. 18. Future may be in the flow The future of physicians’ social networks lies in ‘social content management and workflow optimization’ Joel Selzer CEO Ozmosis 19 September 2011
  19. 19. Collaborative productivity Shifting use from nice to haveSeamless collaboration Essential tool inIncreased efficiency clinical practiceIncreased productivityImproved clinical outcomes HospitalReduced costs HC systems
  20. 20. doc2doc (Global) Doctors.net.uk (UK) Coliquio (D,CH,AT) MedUniverse (SE) Medcenter (ES,P) Konsylium24 (PL)Europe DocCheck Faces (D)Heterogeneous Dooox (D,Global) Esanum (D,AT,CH,Significant growth F,ES,IT)UK and Germany lead Docactus (F) Egora (F)Driving global iVrach (RU)alliances
  21. 21. iVrach.comFirst in Russia 50k members since July 2010 Most popular discussions - HC system - Drugs - Homopathy
  22. 22. ‘…physicians’ social networks inRussia will very soon become a majorcommunication channel for the medicalcommunity.…the social media format addresses theexisting challenges of medical informationexchange between professionals in thebest way possible.’Oxana KolosovaManaging Partner iVrach.com25 August 2011
  23. 23. konsylium24.plLargest in PolandAim is ‘collaboration,discussion, exchangeof opinion’30% of Polish HCPsusingMost discussed topic:clinical issues
  24. 24. Network of networks May 2011
  25. 25. Global network August 2011
  26. 26. Opportunities UK, France, Germany, Austria, Switzerland, France, Spain, Formidable Sweden, Portugal, USA, reach China, Korea, Japan, Australia, Latin America Community P2P dialogue on engagement specialist fora Medical Meded + education CME + P2P
  27. 27. Barriers to P2P engagement 1 2 3 4 Closed No internal No community Regulatorymarketing engagement engagement uncertainty mindset guidelines guidelines
  28. 28. 1 How do I brand? Involves cross- functional Closed collaborationmarketing Too many mindset unknowns
  29. 29. 2 Secure support from Medical Develop guidelines with No internal Medical & Legalengagement guidelines Think globally
  30. 30. Familiar with Medical SM etiquette Pharmacovigilance 2 training Compliance training No internal Above allengagement Has capacity guidelines
  31. 31. Guidelines Dealing with off-label questions Use SOP 2 Dealing with AEs Use SOP Approvals for posts No internal 4-eyes principleengagement guidelines Open identities Affiliation & CV
  32. 32. Global 2 Is the SN global? Consider labelling & No internal compliance issuesengagement Consult Legal in markets guidelines impacted Inform co-marketing partners
  33. 33. 3 ‘Permission’ for pharma to participate?No community Agreement with spirit engagement and letter of pharma’s guidelines internal engagement guidelines?
  34. 34. Has pharma consulted regulators? 4 Has SN owner consulted regulators? Have engagementRegulatory guidelines beenuncertainty agreed to by regulators?
  35. 35. Good Doctor’s Forum (CN) China Asthma Alliance (CN) dxy.com (CN) China obgyn.net (CN) Orthochina (CN) Public networks (BBS) (CN) Indiaheartbeat.com (IN) Doctors Hangout (IN) Doctor.VG (IN)Asia Pacific Medtitans (IN) Protomedica (IN)Emerging HelloDr (IN) Smartdoc (IN)opportunities M3.com (JP) MedPeer (JP) Carenet (JP) NM Online (JP)Breakneck growth MT Pro (JP) Medigate( KR)Gargantuan eHealthspace (AU)membership numbers New Media Medicine (NZ)
  36. 36. 10k members in 1 year Combining community with medical education 2 pharmas preparing to engageCo-founder Stephen Barnett
  37. 37. haoyisheng.com 1.9 m members Meded & CME Aligning services to government needs Multichannel options forCEO Gao Zhan pharma
  38. 38. 40% of Chinese physicians Medical technicians Hospital doctors 108,422 890,313Senior nurses792,641 PharmacistsHaoyisheng membership status September 2011 117,765
  39. 39. The future‘Education, clinical experiencesharing and communicationwith patients will be themain areas…’Felix ShanHaoyisheng19 September 2011
  40. 40. dxy.cn2.4 m members Focus on community and R&D Over 100 speciality areas Founded 2000
  41. 41. Unique opportunities to developauthenticated networks 39% prefer 65% prefer61%indifferent+ prefer 35 %no login indifferent + prefer Manhattan Research, no login Taking the Pulse Asia v10, 2010
  42. 42. Increase trust…increase value Speciality communities addressing needs of HCPs & Chinese HC Reform MedicalPeer-2-peer educationengagement & CME Unique partnering opportunities for pharma
  43. 43. Sincere thanks to the following for their helpand advice in developing this presentation • Kristina Ahlström, MedUniverse, Sweden • Richard Allcorn, Amiculum Ltd, UK • Dr Stephen Barnett, e-healthspace, Australia • Sam Flemming, CIC, China • Kamalesh Goswani, e-media, Australia • T R Harrington, Darwin Marketing, China • Ross Homer, QuantiaMD, USA • Oxana Kolosova, iVrach, Russia • Dan Lepko, Sermo, USA • Felix Rademacher, Coliquio, Germany • Kathy Ruggeri, Within3, USA • Joel Selzer, Ozmosis, USA • Felix Shan, Haoyisheng, China • Jason Smith, Doximity, USA • Gareth Thomas, doctors,net.uk, UK • Gao Zhan, Haoyisheng, China • Rachel Zhang, CIC, China
  44. 44. Len Starneslenstarnes@googlemail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarnesLkn: www.linkedin.com/in/lenstarnesTwt: www.twitter.com/lenstarnesSsh: www.slideshare.net/lenstarnes

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