Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthcare?


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Presentation first given 10th March 2011 in Singapore at the Campaign Spotlight 'From Drugs to Brands' conference. Reviews the potential of collaborative marketIng in the Asia Pacific region with focus on physicians and patients.

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  • Social media guru Clay shirkey has written a great deal about this Has also commented on implications for healthcare and the role of patients and consumers in making healthcare decisions.
  • Social media guru Clay shirkey has written a great deal about this Has also commented on implications for healthcare and the role of patients and consumers in making healthcare decisions.
  • Alliance of 32 hospital-based patient groups
  • Referring to new role for government and private (pharma) healthcare sector
  • Being copied and adapted globally
  • Data sold to pharmas, huge market research potential Biz model on which PLM is based
  • -
  • Ray Kerin, Head of PR Pfizer, 2009, interview with industry commentator John Mack Thought lomg and hard whether to include this topic Interest of openness and transparency thought would be best
  • - Key question: How do we build trust again? - Industry must get back in to the convesation But not by simply sending out the same messahe via SM - Must really engage, open up, talk Other indsuries do, but have an easier time
  • - One crucial area where trust is crucial = R&D
  • Know Marc very well Not marketeer, scientist, medic, or lawyer Excellent communicator - Degree in English -Industry needs more communicators that stakeholders can trust
  • Don‘t yet know what openness will ultimately look like - All working on it - Can only be a good thing
  • Collaborative Digital Pharma Marketing: A Role Model for Asia Pacific Healthcare?

    1. 1. Collaborative Digital Pharma Marketing A Role Model for Asia Pacific Healthcare? Len Starnes Head of Digital Marketing & Sales General Medicine From Drugs to Brands Singapore 10 March 2011 Len Starnes Bayer Healthcare Pharma
    2. 2. Pharma is reinventing itself
    3. 3. ‘ We are living in the middle of the largest increase in expressive capability in the history of the human race’ Clay Shirkey, Here Comes Everybody, 2008
    4. 4. Collaboration Process where two or more people or organizations work together to realize shared goals Wikipedia
    5. 5. The power of digital collaboration
    6. 6. Social networking Public relations Consumers & patients Non-traditional HC partners Physicians High-impact zones R&D & Clinical E 2.0
    7. 7. Collaborative digital marketing is not for the faint-hearted Warning
    8. 8. Physicians
    9. 9. Physicians’ social networks Ubiquitous Transformational
    10. 10. Transforming the exchange of medical information Pharmaceutical industry Peer-to-peer dialogue Medical profession Collaborative environment
    11. 11. Next 5 years Highly e-savvy physicians Routine use of SNs by majority of physicians More physicians willing to engage with pharma on SNs More physicians expecting e-self service from pharma Fewer physicians willing to see sales reps Predominance of multi-channel engagement models
    12. 12. 2010 2009 2008 2007 Sustained growth Today > 70 networks > 3m members Membership of physicians’ social networks 1m 2m 3m 2011
    13. 13. 2 million members Asia Pacific 1 million members USA & Europe Asia Pacific region dominates
    14. 14. Global network exclusively for cardiologists By invitation only Merges NEJM content with community discussion > 3000 members
    15. 15. 180k members Pan-European Alliance 2011 Connecting networks in France Italy Germany Spain UK
    16. 16. 115,000 members each
    17. 17. Manhattan Research, Taking the Pulse Asia v10, 2010 % physician respondents India and China lead on use Physicians’ social networks
    18. 18. World’s largest healthcare professionals’ network 1,700,000 members China
    19. 19. Visited by 79% of physicians using internet for professional reasons
    20. 20., Japan Authenticated users 177,000 members Visited by 93% of physicians using internet for professional reasons
    21. 21. MediGate S Korea Authenticated users 67,000 members Visited by 72% of physicians using internet for professional reasons
    22. 22. Australia’s 1st true doctors’ social network Launched September 2010 > 5000 members* Multiple pharma collaboration options * Status 1.3.11
    23. 23. Pharma’s partnering options Observation Treatment trends, unmet needs Engagement Peer-to-peer dialogue Building hybrid models Community, content & services Research Surveys, opinion
    24. 24. Build deeper relationships Open peer-to-peer dialogue Long-term opportunities Develop trusted speciality fora Integrate community & resources Reduce reliance on sales forces Increase reach and SOS
    25. 25. 39% prefer Unique opportunities to develop authenticated networks 61% indifferent + prefer no login 65% prefer 35 % indifferent + prefer no login Manhattan Research, Taking the Pulse Asia v10, 2010
    26. 26. Patients
    27. 27. ‘ Let patients help. We are the ultimate motivated stakeholders ’ ePatient Dave US HIT Policy Committee 25 April 2010
    28. 28. Palpably visible
    29. 29. ‘ If you have not read this white paper you do not understand the future of medicine’ John Sharp Cleveland Clinic
    30. 30. Pharma is discovering the benefits of collaborating with eP atients
    31. 31. Mellanie True Hills Former atrial fibrillation sufferer 2,200 Twitter followers
    32. 32. Linda Lan-yu Sun President Taiwan Breast Cancer Alliance (TBCA) Empowering patients to ‘talk to doctors as equals’
    33. 33. ‘… patient education (in China)…needs to shift from simply the provision of information to including motivating and transforming a patient’s mindset to assume a proactive role in his or her own health management’ Learning from Taiwan
    34. 34. Patients are… sharing quantitative personal health data
    35. 35. The data-driven community Patients share structured information about their disease to help themselves and others Quantifiable, measurable, actionable
    36. 36. Insights on drug usage in the real world MS treatment: Copaxone 3050 patient community 1073 patient evaluations Status: 14.2.11
    37. 37. ‘ In future the less private you are, the longer you’ll live’ Jamie Heywood Co-founder & Chairman PatientsLikeMe
    38. 38. Partnerships to capture real-world experiences ‘… may help UCB better understand how patients live with epilepsy and help advance epilepsy care’ Peter Verdu, VP Clinical Research, UCB, 2009
    39. 39. Demonstrable high-level vision ‘… will shape the way we do our work, and ultimately help improve transplant patient outcomes now and in the future.’ Joe Jiminez Novartis CEO, 2010
    40. 40. What relationship with ePatients should pharma have? What relationship with pharma do ePatients want?
    41. 41. PR Image: eDrug
    42. 42. Mistrust between industry and consumers Broken trust between industry and the medical profession Ethos of the industry is constantly called into question
    43. 43. 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
    44. 44. JnJ is showing how to build trust again
    45. 45. Marc Monseau is the human face of JnJ on the internet… … and a social media evangelist
    46. 46. Empowered to get JnJ back into ‘ The Conversation’ ‘ Everyone else is talking about our company, so why can’t we?’
    47. 47. Empowered to engage in ‘ what’s happening now’ conversations
    48. 48. Empowered to engage the blogging health community
    49. 49. Empowered to talk frankly about JnJ’s social media journey ‘ Being open, responsive and timely’
    50. 50. Pharma will become more
    51. 51. <ul><li> [email_address] </li></ul><ul><li> Opinions expressed in this presentation are entirely those </li></ul><ul><li>of the author and do not necessarily reflect those of his </li></ul><ul><li>employer </li></ul>Len Starnes