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 but with a focus on emerging markets, Russia, China and India in particular.

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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

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