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

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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 …

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.

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  • 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. ‘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. Agenda 1 Learnings & prognoses 2 Emergent global alliances 3 Russia 4 China & India
  • 4. Learnings &prognoses
  • 5. Sustained growth Membership of physicians’ social networks3m2m Today1m > 70 networks > 3 m members 2007 2008 2009 2010 2011 2012
  • 6. Asia Pacific dominates Asia Pacific inc China & India 2.0 m membersAmericas & Europeinc Mexico, Brasil, Russia1 m members
  • 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. Collaboration track record Market research Surveys, opinions, trends Meded & promotion CME, eDetailing Engagement Peer-to-peer dialogue Building hybrid models Community, content & services
  • 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. Opportunity toengage KOLs Expert opinion 27 comments 6 countries including Brasil
  • 11. Doctorswantmobilecommunity
  • 12. Future is in the flow Shifting from nice to have… …to integrated clinical & administrative hospital toolSeamless collaborationImproved clinical outcomesReduced costs
  • 13. Emergentglobalalliances
  • 14. Network of networks May 2011
  • 15. Global network August 2011
  • 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. Russia
  • 18. Increase reach Gain access
  • 19. iVrach.comFirst in Russia 50,000 members 90% from RU & UR Most popular fora: HC system Drugs Homopathy
  • 20. Trusted more than print or conferences Pharma opportunities Live &on-demand CME eDetailing P2P engagement?
  • 21. ‘…physicians’ social networks inRussia will very soon become amajor communication channel forthe medical community.’Oxana KolosovaManaging Partner iVrach.com25 August 2011
  • 22. China& India
  • 23. The power ofdigital collaboration in China
  • 24. dxy.cn 2.6 m members Focus on community and R&D Over 100 speciality areas FoundedFounderStanley Li 2000
  • 25. Meeting real-world needsIntegrating Developingwith clinical mobile workflow services Understanding urban vs rural preferences
  • 26. Monitoring Pharma needs Most popular Introducing Case reports behaviouralKOL seminars targeting Surveys But why no P2P engagement?
  • 27. haoyisheng.com 1.9 m members Meded & CME Aligning services to government needs Multichannel options forCEO Gao Zhan pharma
  • 28. 40% of Chinese physicians Medical technicians Hospital doctors 108,422 890,313Senior nurses792,641 PharmacistsHaoyisheng membership status September 2011 117,765
  • 29. The future‘Education, clinical experiencesharing and communicationwith patients will be themain areas…’Felix ShanHaoyisheng19 September 2011
  • 30. Indian ParadoxDoctors Hangout Docglobal SMTSN Medtitans Protomedica HelloDr Smartdoc Jivisha
  • 31. Significant membership 49% of online Indian doctors using physicians’ social networks Manhattan Research, Taking the Pulse Asia v10, 2010
  • 32. No authentication
  • 33. Indian doctors preferauthenticated networks 65% prefer 35% indifferent Manhattan Research, Taking the Pulse Asia v10, 2010
  • 34. Increase trust…increase value Create authenticated speciality communities Develop meded Offer P2P & high-valueengagement services Unique partnering opportunities for pharma
  • 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. Len Starneslenstarnes@googlemail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarneswww.linkedin.com/in/lenstarneswww.twitter.com/lenstarneswww.slideshare.net/lenstarnes

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