Presentation first given at Digipharm London, 29th September 2011. A global overview of physicians social networks, updating a similar overview presented in March 2009. Focus is on key learnings and major developments in USA, Europe and the Asia-Pacific region.
Circulatory Shock, types and stages, compensatory mechanisms
Why Physicians' Social Networks will be Crucial for Your Marketing Strategy
1. Why physicians’ social networks will be crucial for your marketing strategy Len Starnes Head of Digital Marketing & Sales General Medicine Len Starnes Digital healthcare consultant Digipharm Europe London 27 – 30 September 2011
12. Reluctant to seek communities’ opinion Notable inertia by network owners on P2P engagement Reluctant to encourage pharma Reluctant because no revenue generated
13. What do physicians really want from pharma? Source: Joel Selzer, Ozmosis, February 2010 Fast, simple, reliable answers to product questions Peer-to-peer interaction and trusted feedback Rep-like services but on members’ terms
14. USA Consolidating Sermo Physician Connect Student Doctor Network Healtheva Relaxdoc SocialMD Doximity Clinical Village iMedExchange Ozmosis Medical Plexus Within3 Rad Rounds MyPacs MedTrust MedicSpeak Peerclip Syndicom Spineconnect QuantiaMD MDsConnect MDlinx Significant shake-out last 2 years
15. HCPs’ acceptance up 10% Manhattan Research, Taking the Pulse v8.0, 2008 60% Using + very interested + somewhat interested 2008 2011 69% Using + very interested + somewhat interested Manhattan Research, Taking the Pulse v11.0, 2011
16. 3545 cardiologists 22.9.11 2 most commented discussions focus on Boehringer’s Dabigatran Thought leadership
18. doximity.com Mobile community For HCPs on the move using mobile devices (iPhone/Pad, Android) Aims to solve HCPs’ communications problems Unique HIPPA-compliant (secure) messaging Jeff Tangney, CEO (ex CEO Epocrates)
19. The future of physicians’ social networks lies in ‘ social content management and workflow optimization’ Joel Selzer CEO Ozmosis 19 September 2011 Future may be in the flow
20. Collaborative productivity Seamless collaboration Increased efficiency Increased productivity Improved clinical outcomes Reduced costs Hospital HC systems
21. Europe Heterogeneous doc2doc (Global) Doctors.net.uk (UK) Coliquio (D,CH,AT) MedUniverse (SE) Medcenter (ES,P) Konsylium24 (PL) DocCheck Faces (D) Dooox (D,Global) Esanum (D,AT,CH, F,ES,IT) Docactus (F) Egora (F) iVrach (RU) Significant growth UK and Germany lead Driving global alliances
22. iVrach.com First in Russia 50k members since July 2010 Most popular discussions - HC system - Drugs - Homopathy
23. ‘… physicians’ social networks in Russia will very soon become a major communication channel for the medical community. … the social media format addresses the existing challenges of medical information exchange between professionals in the best way possible.’ Oxana Kolosova Managing Partner iVrach.com 25 August 2011
24. konsylium24.pl Largest in Poland Aim is ‘collaboration, discussion, exchange of opinion’ 30% of Polish HCPs using Most discussed topic: clinical issues
27. Opportunities P2P dialogue on specialist fora UK, France, Germany, Austria, Switzerland, France, Spain, Sweden, Portugal, USA, China, Korea, Japan, Australia, Latin America Meded + CME + P2P Formidable reach Community engagement Medical education
28. Barriers to P2P engagement No internal engagement guidelines No community engagement guidelines Regulatory uncertainty 1 Closed marketing mindset 2 3 4
29. How do I brand? Involves cross- functional collaboration Too many unknowns 1 Closed marketing mindset
30. No internal engagement guidelines Secure support from Medical Develop guidelines with Medical & Legal Think globally 2
31. No internal engagement guidelines Medical Familiar with SM etiquette Pharmacovigilance training Compliance training Above all Has capacity 2
32. No internal engagement guidelines Guidelines Dealing with off-label questions Use SOP Dealing with AEs Use SOP Approvals for posts 4-eyes principle Open identities Affiliation & CV 2
33. No internal engagement guidelines Global Is the SN global? Consider labelling & compliance issues Consult Legal in markets impacted Inform co-marketing partners 2
34. No community engagement guidelines ‘ Permission’ for pharma to participate? Agreement with spirit and letter of pharma’s internal engagement guidelines? 3
35. Regulatory uncertainty Has pharma consulted regulators? Has SN owner consulted regulators? Have engagement guidelines been agreed to by regulators? 4
36. Asia Pacific Emerging opportunities Breakneck growth Gargantuan membership numbers Good Doctor’s Forum (CN) China Asthma Alliance (CN) dxy.com (CN) China obgyn.net (CN) Orthochina (CN) Public networks (BBS) (CN) Indiaheartbeat.com (IN) Doctors Hangout (IN) Doctor.VG (IN) Medtitans (IN) Protomedica (IN) HelloDr (IN) Smartdoc (IN) M3.com (JP) MedPeer (JP) Carenet (JP) NM Online (JP) MT Pro (JP) Medigate( KR) eHealthspace (AU) New Media Medicine (NZ)
37. Combining community with medical education 2 pharmas preparing to engage 10k members in 1 year Co-founder Stephen Barnett
38. haoyisheng.com 1.9 m members Meded & CME Aligning services to government needs Multichannel options for pharma CEO Gao Zhan
39. Hospital doctors 890,313 Pharmacists 117,765 Senior nurses 792,641 Medical technicians 108,422 Haoyisheng membership status September 2011 40% of Chinese physicians
40. ‘ Education, clinical experience sharing and communication with patients will be the main areas…’ Felix Shan Haoyisheng 19 September 2011 The future
41. dxy.cn 2.4 m members Focus on community and R&D Over 100 speciality areas Founded 2000
42. 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
43. Increase trust… increase value Speciality communities addressing needs of HCPs & Chinese HC Reform Peer-2-peer engagement Medical education & CME Unique partnering opportunities for pharma
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Editor's Notes
Other uses I classify as secondary: - Recruitment of clinical trails investigators - Running virtual advisory boards
Some networks are closed to pharma (Asklepios Canada) 2 reasons - Genuine fear of upsetting community. - Business models focus on selling pharma sponsorship – content, eD, etc
May indicate future of community = mobile 25 k in 12 months = 5% US docs
Some are genuine Physicians’ social networks, others more like med news aggregators
Reliable data difficult to get Manhattan says about 50% of doctors in BRICS now using HCPs SNs – India and China – my research supports this
14% of all AU docs
1.9m members Working to improve academic standards Major options for pharma in providing CME
40% all Chinese doctors
50% estimated as doctors (1.2 m) Others are biomed researchers and students 40% growth since March 2010