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Introductory presentation to an EphMRA Masterclass workshop follow-up webinar given 6 December 2012. The original Masterclass workshop was delivered in Paris June 2012 at the EphMRA '360 Future' ...

Introductory presentation to an EphMRA Masterclass workshop follow-up webinar given 6 December 2012. The original Masterclass workshop was delivered in Paris June 2012 at the EphMRA '360 Future' conference.

The full recorded webinar will be made available to EphMRA members later in 2013

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Insights unlimited Insights unlimited Presentation Transcript

  • Insights unlimited Masterclass follow-upLen Starnes EphMRA webinarDigital healthcare consultant 6 December 2012
  • Digital, social and mobile are disrupting pharma’s commercial ecosphere
  • Driven byscale & speed
  • Customer insights:most criticalinvestment area for life sciencesCustomers 76% Markets 67% Operations 53%Supply chain 51% Sales 49% HR 35% Insights: areas Risk mgt 31% of improvement most wanted by Financials 29% CEOs Source: Global CEO Study 2012, IBM Institute for Business Value
  • CEOs want to understandindividual customers better Understanding individual customer needs 76% Response time to market needs 75% Including customers in 47% product/service life cycle Harmonizing customer 43% cross-channel experience Increasing transparency & 38% Change needed corp accountability to meet customer Social/environ responsibility 29% needs next 3 – 5 years Source: Global CEO Study 2012, IBM Institute for Business Value
  • Where is pharmainvesting in socialmedia today?
  • Monitoring historical convos #1 SM activity 2012 Monitorhistorical convos 89% Post content 62% Post trad PR content 54% Monitor convos 50% in real timeActively engage 39% % respondents Digital Healthcare Announce Coalition Landscape 39% Study, Oct 2012product updates
  • Pharma set to spend more on SM 80% of US pharmas will spend more on SM marketing in 2013Digital Healthcare Coalition Landscape Study, October 2012http://digitalhealthcoalition.org/news/dhc-2012-executive-landscape/
  • Increased monitoring 2013 1 Monitor/analyze historical convos 2 Post content – FB, YouTube, Twitter 3 Monitor/analyze convos in real time 4 Replace traditional PR channels 5 Actively engage 121,12many, many2many 6 Announce critical product updates Digital Healthcare Coalition Landscape Study, October 2012 http://digitalhealthcoalition.org/news/dhc-2012-executive-landscape/
  • Market researchopportunities
  • 10 compelling reasons touse doctors’ social networks Prime target audience Fewer regulatory issues Fishing where the fish are Geographical segmentation Speciality segmentation Global proliferation Established MR models Insights expertise Rapid results Lower costs
  • Global phenomenon Membership of physicians’3m social networks2m Today1m > 80 networks > 3.5 m members 2007 2008 2009 2010 2011 2012
  • doc2doc (Global) Doctors.net.uk (UK) Coliquio (D,CH,AT) MedUniverse (SE) Medcenter (ES,P) Konsylium24 (PL) DocCheck Faces (D) Dooox (D,Global)Market research Esanum (D,AT,CH, F,ES,IT)Cornerstone Docactus (F)of community Egora (F)business models Doktorsitesi (TK) iVrach (RU)
  • Peer-to-peer engagement QualitativeFora Quantitative Surveysmining Real-time or polls Historical Sponsored Panels discussions
  • ePatients and consumers
  • Followthe conversations
  • ListenAnalyzeConnectthe dots
  • Insights for strategic andtactical decision making Unmet needs Real-world data Brand sentiment Compliance issues The patient journey New patient services Patient opinion leaders New product development Collaboration opportunities
  • Strategic partnerships to capturereal-world insights Most recent: Merck partnership on psoriasis to: ‘Improve disease management’ ‘Enhance patient experience’
  • Boehringer Engelheim’sSM dashboard Monitors SM activity about BI Identifies positive, negative & neutral comments Tracks real-time sentiment
  • The future ofmarket research?
  • Fast, faster,light speed
  • Len Starneslenstarnes@gmail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarneslinkedin.com/in/lenstarnestwitter.com/lenstarnesslideshare.net/lenstarnes