Healthcare Social Networking: Is Pharma Ready to Join the Conversation?

Healthcare Social Networking Is pharma ready to join the conversation? Len Starnes Head of Digital Marketing & Sales General Medicine Len Starnes Head of Digital Marketing & Sales General Medicine Bayer Schering Pharma

Agenda

Healthcare & medicine 2.0

Culture, dilemma and marketing reality

Interacting with HCPs

Engaging consumers & patients

Search marketing, issues management, PR

Internal knowledge sharing & collaboration

Healthcare social networking Healthcare & medicine 2.0

Context Healthcare & medicine 2.0 Pharma social networking Social networking Participation Apomediation Collaboration Openness

‘ Health 2.0 is participatory healthcare ’1 ‘Medicine 2.0 is what ehealth was supposed to be all along’ 2 ‘ The impact of web 2.0 on the balance of power and knowledge between patient and professional is enormously significant’ 3

Ted Eytan 13 June 2008. www.tedeytan.com/2008/06/13/1089

Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3

UK NHS 2008.www.debatepapers.org.uk/pdf/Futures-Debate.5.pdf

Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3 But little to no pharma involvement

Healthcare social networking Culture, dilemma & marketing reality

Web 2.0 is a culturally disruptive technology Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA Pharma values Web 2.0 values Risk averse Information from authoritative sources Privacy & security are regulated Long lead times Controlling access to data and information Intellectual property closely guarded Risk taking Crowd wisdom Anyone can join Rapid deployment Information contributed by and distributed to all Open Source

The dilemma in a nutshell ‘… pharmaceutical marketeers must feel like they are doomed if they do and doomed if they don’t engage in social media marketing’ John Mack Pharma’s Social Media Marketing Readiness Score, Pharma Marketing News, Vol 7, No 3, March 2008

Social networking Issues management & PR Consumers & patients Sales forces Internal: knowledge sharing & collaboration HCPs Impacts on pharma Search engine marketing

Relative impact of social networking on pharma 7 4 2 Internal knowledge sharing & collaboration 2 1 1 Sales force effectiveness 3 2 1 Issues management & PR 5 3 1 Search engine marketing 6 4 2 Interacting with consumers & patients 5 3 1 Interacting with HCPs In 4 years In 2 years Currently 1= very low 10 = very high

Where do marketeers think the most impact will be ? % respondents Results from a global internal survey of Bayer Schering brand teams* *Going Digital: General Medicine internal digital marketing & sales conference,14 -15 October 2008, Berlin, Germany

HCPs Market research Pre and post-launch Consumers & patients Health, disease, condition, & treatment awareness Viral outreach Community building Disease/condition based; some direct dialogue in ex-US markets Brand advertising DTC markets Most used customer- facing strategies worldwide

Healthcare social networking Interacting with HCPs

HCPs’ social networks

Sermo: Headline news 12 months ago

75,000 and growing * *Sermo user base as of 4.8.08

Sermo members markedly older than average internet Age of Sermo users Percent total

Pharma is now a conditionally tolerated part of the community ‘ Observe’ - Alpha MD View community via a customized list of subjects based on keyword tags ‘ Insight’ Post questions directly to community and take polls ‘ Action’ – Hot Spots Icons next to targeted conversations allowing access to relevant pharma information and services

Unique ability to monitor opinion and trends in speciality communities Conduct ad hoc real-time market research

Enhanced ability to influence prescribers Relevant information targeted at a receptive audience at the right time in the right context

Sermo’s added value

Network proliferation USA Sermo (75,000) Physician Connect (50,000) Student Doctor Network Healtheva Relaxdoc SocialMD Sosido (HC associations) Clinical Village MedicSpeak Canada Asklepios DoctorNetworking Europe Doctors.net.uk (160,000) DocCheck Faces (5,000) Esanum (23,000) Coliquio OnMedica International New Media Medicine (48,000) DoctorsHangout.com (6,000) Doctor.VG Tiromed Major UK publisher (launching Nov/Dec 08)

Pharma participation options Goal: 10,000 Y1 International ● ● ● Major UK publisher 48,000 International ● New Media Medicine 5,000 International 5 languages ● DocCheck Faces 160,000 UK ● ● ● Doctors.net 50,000 US ● ● ● ● Physician Connect 75,000 US ● ● Sermo Users Ads Sponsorship Direct dialogue Contextual intervention MR

Major UK publisher Networks are starting to network

Depicts 3,170 visits from 13.3 - 17.10 2008 to LA HCPs’ SN: www.samag.blogspot.com Language affinity drives network interconnectivity Dot sizes: = 1,000+ = 100 - 999 = 10 - 99 = 1 - 9 visits distance in which individuals are clustered The above map depicts: 3,170 visits from 13 Mar 2008 to 17 Oct 2008 This map is normally updated daily (latest: 2008-10-17 03:38:59 GMT)

‘ May be the answer to the world’s inequalities of information access in medicine…’* The rise and rise of medical wikis *Dean Giustini, How Web 2.0 is Changing Medicine, BMJ, 23 December 2006

‘ The Medpedia project is an extraordinary global effort to collect, organize and make understandable, the world’s best information about health, medicine and the body…’* … and soon Medpedia *www.medpedia.com Novo Nordisk

Doctors like wikis Because of: Speed Differential diagnosis or to jog memory Ease A useful starting point to do research *Jessica Berthold, Web Watch: Living in a Brave New World of Medical Wikis, American College of Physicians, 2008 www.acponline.org

A new opportunity to interact with doctors? But…. Editorial boards will decide how pharma participates Pharma must decide who may post and what may be posted Business value: strengthened partnerships, significant reach and impact potential

Healthcare social networking Engaging consumers & patients

Social networks influence patients’ treatment decisions* Ages: 35 - 44 53% Strong + some impact 47% No impact + don’t know *Adapted from : Pharma 2.0. A How-To Guide to Consumer-Generated Content. ePharma Consumer v7.0, Manhattan Research 2008

But marketeers must understand target audience behaviour Age and gender Social network preferences Disease or condition

Social networking supports Betaferon sales globally www.ms-gateway.com D: 7,795 members 44,617 posts TR: 2,280 members 112,315 posts S: 2,075 members 18,577 posts Status: 17.10.08

10 years of community management experience Restricting conversations is fatal Be open, honest and responsive Set clear community management policies Significant local resources needed Business value: increased trust & loyalty

Healthcare social networking looks set to be data-driven Not just shared experiences, but shared personal health data Patients share structured information about their disease to help themselves and others Quantifiable, measurable, actionable

Disease networks will look and be radically different Data provided by 1056 Betaseron patients ‘ People who use it will live longer; people who don’t won’t’ Jamie Heywood Co-founder, Patientslikeme

Social networking drives YAZ sales in the USA* Veronicas partnership TV ads Facebook MySpace YouTube Blogs Emails Viral outreach Video contest *Stefan Oelrich, VP Women’s Health, BHC USA 9 million impressions 350,000 song streams

*Manhattan Research, ePharma Consumer, v7.0, no 11, 2008 % women searching for online health information who visit Facebook Age group Women 18-24 are most likely to use Facebook

Acne

ADD/ADHD) adult

Ear infections

Eye infections

Migraine

Bipolar disorder

Anxiety/social phobia

Infertility

Asthma

Allergies

Top conditions which Facebook users search for * *Manhattan Research, ePharma Consumer, v7.0, no 11, 2008

115m active users 450,000+ new users/day 70% of users outside US 54% female : 46% male Mind boggling metrics * *Facebook statistics: 20 October 2008

Life-style, fashion and health focus Highly-responsive target audience Builds on existing brand image Social networking, mass media and offline channel integration Business value: increased acquisition & conversion

Build strategies based on personal story telling *Bodies Online: Information and Advice Seeking in the Health and Fitness Domain, Economic and Social Reseach Council (ESRC) UK, 2007. Authors: Professor Pamela Briggs, Dr Lesley Fishwick, Dr Elizabeth Sillence, Northumbria University; Dr Peter Harris, University of Sheffield ‘ The most important advice for those trying to promote health information online is the use of engaging stories about people with similar experiences’* Professor Pamela Briggs

Over 3/4 of consumers want success stories* *Cybercitizen Health Europe, v7.0, Manhattan Research, 3Q 2007 14% Already use 32% Very interested 30% Somewhat interested

Healthcare social networking Search marketing Issues management & PR

Boundaries are blurring Search marketing Social media marketing Issues management & PR

Social networking spaces increasingly visible on search results* Cholesterol category Pravastin: 6% blog share 50% growth 06 – 08*

Posts often unfavourable*

* Web 2.0 Influence for Pharma Brands on the Rise, vFluence, 8.4.08. www.v-fluence.com Search for brands, land on blogs & wikis

Recognize that search is pivotal All our customers use search engines

Understand how search is evolving Google Universal Search displays all content sources in all formats

Involve and educate PR colleagues Issues management requires more integrated approaches

Search is marketing, issues management and PR in one

Should we use corporate blogs to get back into the conversation? J&J blogger Marc Monseau

But is it really social networking? ‘ Part of social networking is the ability of ordinary people like you and me - JNJ customers - to add comments to social networks set up by others. Usually when pharmaceutical companies host a social network channel, they turn off the comments for obvious and understandable reasons’ Fair question from John Mack

Healthcare social networking Internal: knowledge sharing & collaboration

Internal usage leads *How Businesses are Using Web 2.0, The McKinsey Quarterly 2007. Responses from 2847 executives in retail, high tech, telcoms, financial and pharma sectors How are web 2.0 technologies currently being used?* % positive respondents

More of a cultural issue Enterprise 2.0 Not just a technology issue Do we incentivize knowledge sharing? Are social media tools used ‘in or above the flow’? Are we aware of the potential of ‘cognitive surplus’?

Wikis can streamline project management Wiki pilot for a BSP key opinion leader management project Wikis capture unstructured and anecdotal information that would otherwise be lost

Do it wrong quickly * *With thanks to Mike Moran Mike Moran, Do it Wrong Quickly, IBM Press 2008