Oncologists' social networks

Physicians’ Social Networks Am Emergent New Engagement Channel in Oncology Len Starnes Head of Digital Marketing & Sales General Medicine Len Starnes Head of Digital Marketing & Sales General Medicine Bayer Schering Pharma Enhancing Sales & Marketing Performance for Oncology Therapeutics Brussels, 15 -16 March 2010

Agenda
The Big Bang
Global dimensions
Anatomies
Key learnings
Marketing beyond 2010

Source: Manhattan Research Strategic Insight, ePharma Physician v9.0 #4, 2009 Oncologists are highly e-reliant physicians Gather product information online > 75% of time

Physicians’ social networks The Big Bang

Actually, it all began with sushi…

First reactions What does it cost? Is this something really new? How does it work? What is Sermo? Great sushi! Why is Pfizer always first? I must talk to my brand teams about this Black cat cartoon: with thanks to John Mack, Pharma Marketing Blog http://pharmamkting.blogspot.com/2007_10_01_archive

Transforming the way medical information is exchanged Based on Pfizer/Sermo press release 15 October 2007 http://www.sermo.com/news/media/press/pfizer It’s all about… Pharmaceutical industry Initiating an open and honest discussion Medical profession

Global dimensions Physicians’ social networks

USA Setting the pace Sermo Physician Connect Student Doctor Network Healtheva Relaxdoc SocialMD Sosido Clinical Village iMedExchange Tiromed Ozmosis Medical Plexus Within3 Rad Rounds MyPacs MedTrust MedicSpeak Peerclip Syndicom Spineconnect QuantiaMD MDsConnect Number of networks Diversity of networks Attracting VC Pharma participation

112,000 members each

Significant long tail of niche players

Europe Heterogeneous doc2doc (Global) Doctors.net.uk (UK) OnMedica (UK) Coliquio (D, CH, AT) DocCheck Faces (Int’l) DocCheck Faces(D) DocCheck Faces (F) DocCheck Faces (ES) DocCheck Faces (IT) Dooox (D) Esanum (D) Esanum (ES) Esanum (IT) Esanum (CH) Esanum (AT) Esanum (F) Docactus (F) Med Universe (SE) UK and Germany lead Fewer players Catching up with USA

17,000 members Open and closed areas Integrated with BMJ Group medical content Global 130 countries

Focuses on D, CH, AT 16,000 members Partnership with leading German medical journal Ärzte Zeitung Expanding to other EU countries 2010

Asia Pacific Emerging opportunities High growth rates Significant membership numbers Good Doctor’s Forum (CN) China Asthma Alliance (CN) dxy.com (CN) China obgyn.net (CN) Orthochina (CN) Public networks (BBS) (CN) 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) Misc medical news sites (KR) Australian Doctor (AU) New Media Medicine (NZ)

China: www.dxy.cn 1.7m members - No authentication - 50% physicians - 30% biomed researchers - 20% medical students With thanks to Kevin Lin, JSure Healthmedia

Japan: www.m3.com Authenticated physicians 177,000 members

South Korea: Medigate Authenticated physicians 67,000 members

Anatomies Physicians’ social networks

Authentication All specialities Includes pharma 1 st dimension taxonomy Authentication Single speciality Includes pharma Authentication All specialities Excludes pharma No authentication All specialities Inc & excl pharma

Pure play Social network only Sermo Ozmosis Coliquio 2 nd dimension taxonomy Hybrid Social network + online med resource Physician Connect doc2doc Doctors.net.uk

Participation by scientific liaison staff in community discussions Support speciality communities Post information and services 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 Future Rx volume Unknown side-effects Off-label usage Early identification of critical issues Engagement Research Observation Pharma partnering options

Key learnings Physicians’ social networks

Membership growing everywhere

Sustained growth in USA Physicians in 2012: Manhattan Research, Taking the Pulse v9.0, 2009 Already using + very interested + somewhat interested % respondents Physician Online Communities: Social Networking Manhattan Research, Taking the Pulse v8.0, 2008

Source: Coliquio

25,000 visits/month on Doctors.net.uk oncology area Source: Doctors.net.uk, Feb 2010

Not just younger physicians

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

Coliquio: 55 – 59 age group dominates Similar age distribution in Europe

Physicians welcome pharma participation … but only on their terms. No selling or advertising

Majority of physicians interested in interacting with pharma Source: Manhattan Research Strategic Insight, ePharma Physician v9.0 #6, 2009 I am interested in interacting with pharma on physicians’ social networks (% e-physicians) 56% Agree 44% Disagree

Top specialities interested Source: Manhattan Research Strategic Insight, ePharma Physician v9.0 #6, 2009 Obgyns Oncologists Urologists Neurologists Dermatologists

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

Pharma’s challenges mainly internal

Marketing Sales Medical & Scientific Legal & Regulatory Functional collaboration essential

Real-time poll update: http://polls.linkedin.com/poll-results/28204/lakmg

Physicians’ social networks Marketing beyond 2010

During the 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

Inevitable shift Fewer sales reps Multi-disciplinary engagement teams Less selling More dialogue

What will influence oncologists’ prescribing behaviour more Open dialogue on social networks Pharma marketing as we know it? or

Head of Digital Marketing & Sales General Medicine Bayer Schering Pharma
E: [email_address] Lkn: www.linkedin.com/in/lenstarnes Twt: www.twitter.com/lenstarnes Ssh: www.slideshare.net/lenstarnes T: + 49 30 4681 4877 M: + 49 175 438 4521 I: www.bayerhealthcare.com
Len Starnes

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Oncologists' social networks

by Len Starnes

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