Your SlideShare is downloading. ×
Fish where the fish areIncreasing reach and influencethrough physicians’ socialnetworks                                   ...
‘Merely adding more and moresales reps on the ground in atraditional sales model does notseem an appropriate model forthe ...
Agenda 1   Learnings & prognoses 2   Emergent global alliances 3   Russia 4   China & India
Learnings &prognoses
Sustained growth     Membership of     physicians’     social networks3m2m                                               T...
Asia Pacific dominates                             Asia Pacific                             inc China & India             ...
Influence on Rx decisions high   100            Influence            % online HCPs                                        ...
Collaboration track record           Market research           Surveys, opinions, trends               Meded & promotion  ...
What do physicians  really want from pharma?                      Fast, simple, reliable answers                          ...
Opportunity toengage KOLs     Expert opinion    27 comments     6 countries     including Brasil
Doctorswantmobilecommunity
Future is in      the flow       Shifting from      nice to have…                         …to integrated                  ...
Emergentglobalalliances
Network of networks           May 2011
Global network August 2011
Unique opportunities                  Engage 18 markets    Extend                  including Brasil,    reach         Chin...
Russia
Increase reach            Gain access
iVrach.comFirst in Russia         50,000 members         90% from RU & UR         Most popular fora:         HC system    ...
Trusted more than              print or conferences              Pharma opportunities     Live &on-demand                 ...
‘…physicians’ social networks inRussia will very soon become amajor communication channel forthe medical community.’Oxana ...
China& India
The power ofdigital collaboration       in China
dxy.cn        2.6 m members                  Focus on                  community                  and R&D                 ...
Meeting                real-world needsIntegrating                              Developingwith clinical                   ...
Monitoring          Pharma needs Most popular                Introducing Case reports                behaviouralKOL semina...
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...
Indian                   ParadoxDoctors Hangout      Docglobal        SMTSN      Medtitans   Protomedica         HelloDr  ...
Significant membership               49%               of online Indian               doctors using               physicia...
No authentication
Indian doctors preferauthenticated networks                        65%                        prefer 35% indifferent      ...
Increase trust…increase value          Create authenticated         speciality communities                            Deve...
Think               beyond sales reps‘…expect around 80% ofphysicians [in India] to be social-media enabled in the next 3-...
Len Starneslenstarnes@googlemail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarneswww.linkedin.com/in/lenstarnesw...
Fish where the fish are: Increasing reach and influence through physicians' social networks
Upcoming SlideShare
Loading in...5
×

Fish where the fish are: Increasing reach and influence through physicians' social networks

2,253

Published on

Presentation first given at EyeforPharma's Emerging Markets Commercial Excellence conference, 15 - 16 November 2011, Berlin. Content is developed from previous analyses of physicians' social networks but with a focus on emerging markets, Russia, China and India in particular.

Published in: Health & Medicine, Business
2 Comments
4 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,253
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
145
Comments
2
Likes
4
Embeds 0
No embeds

No notes for slide

Transcript of "Fish where the fish are: Increasing reach and influence through physicians' social networks"

  1. 1. Fish where the fish areIncreasing reach and influencethrough physicians’ socialnetworks Emerging Markets Len StarnesLen Starnes Marketing & Sales Head of Digital Commercial ExcellenceDigital healthcare consultant General Medicine 15 – 16 November 2011
  2. 2. ‘Merely adding more and moresales reps on the ground in atraditional sales model does notseem an appropriate model forthe future’KPMG on emerging marketsFuture Pharma, KPMG, August 2011http://www.kpmg.com
  3. 3. Agenda 1 Learnings & prognoses 2 Emergent global alliances 3 Russia 4 China & India
  4. 4. Learnings &prognoses
  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 dominates Asia Pacific inc China & India 2.0 m membersAmericas & Europeinc Mexico, Brasil, Russia1 m members
  7. 7. Influence on Rx decisions high 100 Influence % online HCPs Consulting with 80 colleagues in person Offline journals Online journals 60 Physicians’ 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. Collaboration track record Market research Surveys, opinions, trends Meded & promotion CME, eDetailing Engagement Peer-to-peer dialogue Building hybrid models Community, content & services
  9. 9. 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
  10. 10. Opportunity toengage KOLs Expert opinion 27 comments 6 countries including Brasil
  11. 11. Doctorswantmobilecommunity
  12. 12. Future is in the flow Shifting from nice to have… …to integrated clinical & administrative hospital toolSeamless collaborationImproved clinical outcomesReduced costs
  13. 13. Emergentglobalalliances
  14. 14. Network of networks May 2011
  15. 15. Global network August 2011
  16. 16. Unique opportunities Engage 18 markets Extend including Brasil, reach China, Mexico Merge the best Think globally of global with the act locally best of local
  17. 17. Russia
  18. 18. Increase reach Gain access
  19. 19. iVrach.comFirst in Russia 50,000 members 90% from RU & UR Most popular fora: HC system Drugs Homopathy
  20. 20. Trusted more than print or conferences Pharma opportunities Live &on-demand CME eDetailing P2P engagement?
  21. 21. ‘…physicians’ social networks inRussia will very soon become amajor communication channel forthe medical community.’Oxana KolosovaManaging Partner iVrach.com25 August 2011
  22. 22. China& India
  23. 23. The power ofdigital collaboration in China
  24. 24. dxy.cn 2.6 m members Focus on community and R&D Over 100 speciality areas FoundedFounderStanley Li 2000
  25. 25. Meeting real-world needsIntegrating Developingwith clinical mobile workflow services Understanding urban vs rural preferences
  26. 26. Monitoring Pharma needs Most popular Introducing Case reports behaviouralKOL seminars targeting Surveys But why no P2P engagement?
  27. 27. haoyisheng.com 1.9 m members Meded & CME Aligning services to government needs Multichannel options forCEO Gao Zhan pharma
  28. 28. 40% of Chinese physicians Medical technicians Hospital doctors 108,422 890,313Senior nurses792,641 PharmacistsHaoyisheng membership status September 2011 117,765
  29. 29. The future‘Education, clinical experiencesharing and communicationwith patients will be themain areas…’Felix ShanHaoyisheng19 September 2011
  30. 30. Indian ParadoxDoctors Hangout Docglobal SMTSN Medtitans Protomedica HelloDr Smartdoc Jivisha
  31. 31. Significant membership 49% of online Indian doctors using physicians’ social networks Manhattan Research, Taking the Pulse Asia v10, 2010
  32. 32. No authentication
  33. 33. Indian doctors preferauthenticated networks 65% prefer 35% indifferent Manhattan Research, Taking the Pulse Asia v10, 2010
  34. 34. Increase trust…increase value Create authenticated speciality communities Develop meded Offer P2P & high-valueengagement services Unique partnering opportunities for pharma
  35. 35. Think beyond sales reps‘…expect around 80% ofphysicians [in India] to be social-media enabled in the next 3-5years with mobile access beinga major driver’Rajesh Acharya, Founder DocGlobal India,12 November 2011
  36. 36. Len Starneslenstarnes@googlemail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarneswww.linkedin.com/in/lenstarneswww.twitter.com/lenstarneswww.slideshare.net/lenstarnes

×