A bright future
for digital, a dimmer
one for pharma
Len Starnes
Head of Digital Marketing & Sales
General Medicine
Len St...
Unprecedented
levels of change
Patient
empowerment
Influence of
E7 countries
Pay for performanceInfluence of payers
Ageing
population
Soaring cost
of hea...
‘We believe the impact
of the internet and
web 2.0 will not be
marginal. Indeed it will
be dramatic!’
Steve Arlington, Pri...
New sales model
Governments
Doctors
Patients & patient
advocacy groups
New stakeholders
& lobbyists
Decision
makers
Primar...
Pharma’s digital
engagement
is one facet of the
Health & Medicine
2.0 revolution
Pharma is a key stakeholder
and must become an active
participant
Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3
We must
be here
Doctors
During the next decade
Retiring
baby boomer
doctors
Predominance
of e-savvy
doctors
Emergence of
large-scale
doctors’ SNs
...
BMJ’s Doc2Doc (UK)
Doctors.net.uk (UK)
OnMedica (UK)
Coliquio(D)
DocCheck Faces (Int’l)
DocCheck Faces(D)
DocCheck Faces (...
Profound impact
Transforming
relationships
Forcing open and
honest discussion
Pharmaceutical
industry
Medical
profession
More & better self-service
Everything
on demand
Integrated
multi-channel
customer portals
Feeds into HCPs’
social networks
Inevitable shift
Less
selling
More
dialogue
Fewer
sales
reps
Multi-disciplinary
engagement
teams
Patients & patient
advocacy groups
Social networks
will become hugely
influential in patients’
health decision making
Learning to engage will
be a slow hard process
Discover what patients
want from us
Don’t treat social media
as mass media
...
Internal
challenges
Cultural shift
With thanks to Heidi Youngkin, J&J
No,
because
Yes,
provided
Cross-functional mindset
DigitalPRMarketing
Social media will force
pharma to be
Not sure yet what open looks like
Head of Digital Marketing & Sales
General Medicine
Bayer Schering Pharma
E: leonard.starnes@bayerhealthcare.com
Twt: www.t...
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A bright future for digital, a dimmer one for pharma

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Opening address given at Eyeforpharma's 4th Annual eMarketing Summit Europe, Munich 27 - 28 April 2009. Overview of the changes likely to impact the European pharma landscape, including Health & Medicine 2.0 and social media.

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  • A thought provoking message which I totally agree with. I come from the world of Medical Information & Communications professionals working in pharma. We're struggling to see where we fit in as we are super sensitive to what regulators think we're up to; the risk of information being seen as promotion. As pharmaceutical industry professionals who have dialogues with thousands of healthcare professionals and patients or their carers every day, we cannot ignore the impact of social media but need to learn how to harness its power to have meaningful conversations.
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  • Great words
    'Less Selling - More Dialogue'
    and
    'Don't treat social media as mass media.'

    and I would also add:
    Communities and people beat traditional corporate communication.

    Thanks for a good presentation.
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  • Much of the influence pharma will be able to exert will be possible only thro digital
  • Why??Pharma has nothing to add. Hardly true, major part of health & medicine
    Reflection on the way we conduct ourselves, partake in the conversation, or rather not take part in the conversation
  • Why??Pharma has nothing to add. Hardly true, major part of health & medicine
    Reflection on the way we conduct ourselves, partake in the conversation, or rather not take part in the conversation
  • Don‘t yet know what openness , honesty and transparency looks like
    All working on itCan only be a good thing
  • A bright future for digital, a dimmer one for pharma

    1. 1. A bright future for digital, a dimmer one for pharma Len Starnes Head of Digital Marketing & Sales General Medicine Len Starnes Head of Digital Marketing & Sales General Medicine Bayer Schering Pharma 4th Annual eMarketing Summit 27 – 28 April 2009 Munich Germany
    2. 2. Unprecedented levels of change
    3. 3. Patient empowerment Influence of E7 countries Pay for performanceInfluence of payers Ageing population Soaring cost of healthcare Catastrophic image of pharma Health & medicine 2.0 Emphasis on preventionFewer blockbusters R&D not delivering Personalized medicine
    4. 4. ‘We believe the impact of the internet and web 2.0 will not be marginal. Indeed it will be dramatic!’ Steve Arlington, Price Waterhouse Coopers, April 24th 2009
    5. 5. New sales model Governments Doctors Patients & patient advocacy groups New stakeholders & lobbyists Decision makers Primary influencers Pharmacos Tertiary influencers
    6. 6. Pharma’s digital engagement is one facet of the Health & Medicine 2.0 revolution
    7. 7. Pharma is a key stakeholder and must become an active participant
    8. 8. Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3 We must be here
    9. 9. Doctors
    10. 10. During the next decade Retiring baby boomer doctors Predominance of e-savvy doctors Emergence of large-scale doctors’ SNs Routine use of SNs by doctors More doctors expecting e-self service Dwindling of sales forces
    11. 11. BMJ’s Doc2Doc (UK) Doctors.net.uk (UK) OnMedica (UK) Coliquio(D) 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) Medcenter/Medscape(ES) Sermo (2009/10?) Proliferation of HCPs’ social networks Radically new engagement options
    12. 12. Profound impact Transforming relationships Forcing open and honest discussion Pharmaceutical industry Medical profession
    13. 13. More & better self-service Everything on demand Integrated multi-channel customer portals Feeds into HCPs’ social networks
    14. 14. Inevitable shift Less selling More dialogue Fewer sales reps Multi-disciplinary engagement teams
    15. 15. Patients & patient advocacy groups
    16. 16. Social networks will become hugely influential in patients’ health decision making
    17. 17. Learning to engage will be a slow hard process Discover what patients want from us Don’t treat social media as mass media Work with MLR to develop the framework
    18. 18. Internal challenges
    19. 19. Cultural shift With thanks to Heidi Youngkin, J&J No, because Yes, provided
    20. 20. Cross-functional mindset DigitalPRMarketing
    21. 21. Social media will force pharma to be Not sure yet what open looks like
    22. 22. Head of Digital Marketing & Sales General Medicine Bayer Schering Pharma E: leonard.starnes@bayerhealthcare.com Twt: www.twitter.com/lenstarnes T: + 49 30 4681 4877 M: + 49 175 438 4521 I: www.bayerhealthcare.com Len Starnes

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