Why Physicians' Social Networks will be Crucial for Your Marketing Strategy

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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 …

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.

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  • 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

Transcript

  • 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
  • 2. Agenda Learnings 2009 – 2011 USA Europe Asia Pacific 1 2 3 4
  • 3. Almost 80% said yes 2009
  • 4. No significant change 2011
  • 5. 2010 2009 2008 2007 Sustained growth Today > 70 networks > 3 m members Membership of physicians’ social networks 1m 2m 3m 2011 2012
  • 6. Asia Pacific 2.0 m members USA & Europe 1 m members Asia Pacific region dominates
  • 7.  
  • 8. Consulting with Colleagues in person Offline journals Online journals HCPs-only portals (social networks) Pharma websites Sales reps 100 80 60 40 20 Influence % online HCPs Weekly/daily use % online HCPs 20 40 60 80 100 Influence on Rx decisions high Manhattan Research, Taking the Pulse v11.0, 2011
  • 9. Inevitable fusion Pure-play social networks Medical education providers, news aggregators
  • 10. Collaboration track record Observation Treatment trends, unmet needs Engagement Peer-to-peer dialogue Building hybrid models Community, content & services Research Surveys, opinion
  • 11. 2-way engagement platform Pharma using as 1-way channel Instead of
  • 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
  • 17. Expert opinion 27 comments 6 countries
  • 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
  • 25. Network of networks May 2011
  • 26. Global network August 2011
  • 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
  • 44.
    • Kristina Ahlström, MedUniverse, Sweden
    • Richard Allcorn, Amiculum Ltd, UK
    • Dr Stephen Barnett, e-healthspace, Australia
    • Sam Flemming, CIC, China
    • Kamalesh Goswani, e-media, Australia
    • T R Harrington, Darwin Marketing, China
    • Ross Homer, QuantiaMD, USA
    • Oxana Kolosova, iVrach, Russia
    • Dan Lepko, Sermo, USA
    • Felix Rademacher, Coliquio, Germany
    • Kathy Ruggeri, Within3, USA
    • Joel Selzer, Ozmosis, USA
    • Felix Shan, Haoyisheng, China
    • Jason Smith, Doximity, USA
    • Gareth Thomas, doctors,net.uk, UK
    • Gao Zhan, Haoyisheng, China
    • Rachel Zhang, CIC, China
    Sincere thanks to the following for their help and advice in developing this presentation
  • 45.
    • [email_address] T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes Lkn: www.linkedin.com/in/lenstarnes Twt: www.twitter.com/lenstarnes Ssh: www.slideshare.net/lenstarnes
    Len Starnes