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


Presentation first given 25th November 2010 as an introduction to a pharma social media workshop at iStrategy Sydney.

Presentation first given 25th November 2010 as an introduction to a pharma social media workshop at iStrategy Sydney.

  • Full Name Full Name Comment goes here.
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  • Great Presentation, Len.
    I remember the experiment of J&J as one of the first blogging experience in the world pharma Marketing scenario.
    It was olny few years ago but it is like a century.
    Thing are evolving so rapidly that pharma stakeholders do not understand nor opportunities and threats of being involved in the process.
    Most companies are not communicating with customers and prospect and they do not comprehend that there is not other way than the web 2.0 approach.
    Meedical doctors are less inhibited than pharma companies, but there is a real fear to meet with patients online.
    Some doctors are ready to talk and share with collegues but this is not enough.
    Web 2.0 is made of interactions and is is possible that different kinds of interanctions could be moderated.
    I don't know what's up in Australia but they seems to be smart enough to fligh high. :-)
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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.
  • Why should not use SM: - Adverse events - Off-label usage - Fair balance Accountability for UGC -etc, etc Why should use SM: - More compelling perhaps???
  • Being copied and adapted globally
  • Data sold to pharmas, huge market research potential Biz model on which PLM is based
  • -
  • Others - Daily Strength - Healthy Place
  • 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
  • Roche. Another great example for industry Recently published SM Principles on web SM Guidance for staff Discussed what it meams and how the Principles were developed at Digipharm conference 2 weeks ago.
  • Don‘t yet know what openness will ultimately look like - All working on it - Can only be a good thing


  • 1. Healthcare Social Networking Is the Australian pharma industry ready to join the conversation? Len Starnes Head of Digital Marketing & Sales General Medicine iStrategy Sydney Sydney 24 – 25 November 2010 Len Starnes Bayer Schering Pharma
  • 2. ‘ 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
  • 3. Two formidable hurdles…many latent opportunities
  • 4. Pharma abhors a regulatory vacuum
  • 5. Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA A clash of cultures Risk averse Authoritative sources Privacy & security regulated Long lead times Controlled access to data & information IP Risk taking Crowd wisdom Open to all Rapid deployment Anyone may contribute/distribute Open source
  • 6. Social networking Public relations Consumers & patients Non-traditional HC partners Knowledge sharing & collaboration Physicians High-impact zones R&D & Clinical Governance & organization
  • 7. Physicians
  • 8. Next decade Predominance of e-savvy physicians Routine use of SNs by majority of physicians Dwindling of sales forces Predominance of multi-channel engagement models More physicians expecting e-self service from pharma More physicians willing to engage with pharma on SNs
  • 9. Physicians’ social networks Ubiquitous Transformational
  • 10. The power to transform the exchange of medical information Pharmaceutical industry Peer-to-peer dialogue Medical profession
  • 11. 2010 2009 2008 2007 Growth in physicians’ social networks Today > 70 networks > 3m members Membership 1m 2m 3m 2011
  • 12. 115,000 members each
  • 13. 180k members Pan-European network 2011 First authenticated global network 34k members 214 countries
  • 14. Largest network in China 1,700,000 members
  • 15. 16% Using + very interested 53% Somewhat interested 31% Not interested + do not know Majority of Australian doctors using or interested in HCPs’ social networks Taking the Pulse Asia v09, Manhattan Research 2008 - 2009
  • 16. Registered users Nov 2010 Australian doctors 2nd largest ex-UK user group
  • 17. Australia’s 1st true doctors’ social network Content + community Launched September 2400 Members* * Status 16.11.10
  • 18. Participation by pharma physicians Support speciality communities Post information germane to discussions Post questions to a specialist community Conduct surveys Establish panels based on pre-selected criteria Unmet needs Treatment trends Drug usage monitoring Early identification of critical issues Engagement Research Observation Strategic partnering options
  • 19. Physicians want Source: Joel Selzer, Ozmosis, February 2010 Fast, simple, reliable answers to product questions Peer-to-peer interaction and trusted feedback Customer services but on members’ terms
  • 20. R&D Clinical research
  • 21. ‘ Patients are the invisible stakeholders ’ ePatient Dave BlogWorld October 2010
  • 22. Patients are talking to one another, learning from one another, making treatment recommendations and… sharing quantitative personal health data
  • 23. The data-driven community Patients share structured information about their disease to help themselves and others Quantifiable, measurable, actionable
  • 24. Insights on drug usage in the real world 3016 patients 1029 patient evaluations Status 8.11.10
  • 25. ‘ In future the less private you are, the longer you’ll live’ Jamie Heywood Co-founder & Chairman PatientsLikeMe
  • 26. New industry partnerships forming to capture real-world experiences ‘… the community will generate patient-reported outcomes that may help UCB better understand how patients live with epilepsy and help advance epilepsy care’ Peter Verdu, VP Clinical Research, UCB, 2009
  • 27. 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
  • 28. PLM exemplifies a new breed of non-traditional healthcare partners ALS Star trial Parkinson’s community Clinical trails awareness
  • 29. PR Image: eDrug
  • 30. Mistrust between industry and consumers Broken trust between industry and the medical profession Ethos of the industry is constantly called into question
  • 31. 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
  • 32. JnJ is showing how to build trust again
  • 33. Marc Monseau is the human face of J&J on the internet… … and a social media evangelist
  • 34. Empowered to blog and get JnJ back into ‘The Conversation’
  • 35. Empowered to engage in ‘ what’s happening now’ conversations
  • 36. Empowered to engage the blogging health community
  • 37. Other pharmas are committing to more transparency Recognizing the ubiquity & benefits of SM Urging staff to become SM scouts
  • 38. Pharma will become more…
  • 39.
    • Lkn: Twt: Ssh:
    • Opinions expressed in this presentation are entirely those
    • of the author and do not necessarily reflect those of his
    • employer
    Len Starnes