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Healthcare Social Networking | Len Starnes, Bayer | iStrategy Sydney

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Presentation by Len Starnes of Bayer Schering Pharma on Healthcare Social Networking during iStrategy Sydney 2010

Presentation by Len Starnes of Bayer Schering Pharma on Healthcare Social Networking during iStrategy Sydney 2010

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  • 1. Healthcare SocialNetworkingIs the Australian pharma industryready to join the conversation? Len Starnes iStrategy SydneyLen Starnes Head of Digital Marketing & Sales SydneyBayer Schering Pharma General Medicine 24 – 25 November 2010
  • 2. ‘We are livingin the middleof the largestincrease inexpressive capability in thehistory of the human race’Clay Shirkey, Here Comes Everybody, 2008
  • 3. Two formidablehurdles…many latentopportunities
  • 4. Pharma abhors aregulatory vacuum
  • 5. A clash of cultures Risk averse Risk takingAuthoritative sources Crowd wisdom Privacy & security Open to all regulated Long lead times Rapid deploymentControlled access to Anyone may data & information contribute/distribute IP Open sourceAdapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA
  • 6. High-impact zones Physicians Consumers Knowledge & patients sharing & collaboration R&D Social & Clinical networkingNon-traditional Governance &HC partners organization Public relations
  • 7. Physicians
  • 8. Next decade More physiciansPredominance Routine use of willing to engage of e-savvy SNs by majority with pharma physicians of physicians on SNsMore physicians Predominance expecting Dwindling of of multi-channel e-self service sales forces engagement from pharma models
  • 9. Physicians’ social networksUbiquitous Transformational
  • 10. The power to transform the exchange of medical informationPharmaceutical Medical industry profession Peer-to-peer dialogue
  • 11. Growth in physicians’Membership social networks3m2m Today1m > 70 networks > 3m members 2007 2008 2009 2010 2011
  • 12. 115,000memberseach
  • 13. 180k membersPan-Europeannetwork 2011First authenticatedglobal network34k members214 countries
  • 14. www.dxy.cnLargest networkin China1,700,000 members
  • 15. Majority of Australian doctors using or interested in HCPs’ social networks 16% 31% Using + Not interested very interested + do not know 53%Taking the Pulse Asia v09, SomewhatManhattan Research 2008 - 2009 interested
  • 16. Australian doctors 2nd largest ex-UK user group 2000 1843 1558 1528RegisteredusersNov 2010 1000 656 622 0 USA Australia India Ireland Malaysia
  • 17. www.e-healthspace.com.auAustralia’s 1sttrue doctors’social networkContent +communityLaunchedSeptember2400Members**Status 16.11.10
  • 18. Strategic partnering optionsObservation Research EngagementUnmet needs Participation by Post questions to a pharma physiciansTreatment trends specialist community Support specialityDrug usage monitoring Conduct surveys communitiesEarly identification Establish panels based Post informationof critical issues on pre-selected criteria germane to discussions
  • 19. Physicians want Fast, simple, reliable answers to product questions Peer-to-peer interaction Customer and trusted services but on feedback members’ termsSource: Joel Selzer, Ozmosis, February 2010
  • 20. R&DClinicalresearch
  • 21. ‘Patients are the invisible stakeholders’ePatient DaveBlogWorldOctober 2010
  • 22. Patients are talking toone another, learning fromone another, makingtreatment recommendationsand…sharing quantitativepersonal health data
  • 23. The data-driven community Patients share structured information about their disease to help themselves and others Quantifiable, measurable, actionable
  • 24. Insights on drug usagein the real world 3016 patients 1029 patient evaluations Status 8.11.10
  • 25. ‘In future theless privateyou are, thelonger you’ll live’ Jamie Heywood Co-founder & Chairman PatientsLikeMe
  • 26. New industry partnershipsforming to capture real-worldexperiences ‘…the community will generate patient-reported outcomes that may help UCB better understand how patients live with epilepsy and help advance epilepsy care’ Peter Verdu, VP Clinical Research, UCB, 2009
  • 27. Demonstrable high-level vision‘…will shape theway we do our work,and ultimately helpimprove transplantpatient outcomesnow and in thefuture.’Joe JiminezNovartis CEO, 2010
  • 28. PLM exemplifies a new breedof non-traditionalhealthcare partners Clinical trails awareness Parkinson’s community ALS Star trial
  • 29. PRImage:eDrug Research.com
  • 30. Mistrust betweenindustry and consumersBroken trust between industryand the medical professionEthos of the industry isconstantly called into question
  • 31. Trust is crucial for survival ‘We need to foster trust between pharma and academic and scientific communities so that we can work together to create the innovative breakthroughs that will fulfil unmet needs and benefit patients everywhere’ Paul Stoffels Head of Global R&D, Johnson & Johnson
  • 32. JnJ is showing how to build trust again
  • 33. Marc Monseau is the humanface of J&J on the internet… …and a social media evangelist
  • 34. Empowered to blog and getJnJ back into ‘The Conversation’
  • 35. Empoweredto engage in‘what’s happeningnow’ conversations
  • 36. Empoweredto engagethe blogginghealthcommunity
  • 37. Other pharmas are committingto more transparency Recognizing the ubiquity & benefits of SM Urging staff to become SM scouts
  • 38. Pharma will become more…
  • 39. Len StarnesLkn: www.linkedin.com/in/lenstarnesTwt: www.twitter.com/lenstarnesSsh: www.slideshare.net/lenstarnesOpinions expressed in this presentation are entirely thoseof the author and do not necessarily reflect those of hisemployer