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 & …

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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  • All working for wrong industry

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  • 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 4 th Annual eMarketing Summit 27 – 28 April 2009 Munich Germany
  • 2. Unprecedented levels of change
  • 3. Pay for performance Influence of payers Ageing population Soaring cost of healthcare Emphasis on prevention Fewer blockbusters Patient empowerment Influence of E7 countries Catastrophic image of pharma Health & medicine 2.0 R&D not delivering Personalized medicine
  • 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. New sales model Governments Decision makers Primary influencers Pharmacos Tertiary influencers Doctors Patients & patient advocacy groups New stakeholders & lobbyists
  • 6. Pharma’s digital engagement is one facet of the Health & Medicine 2.0 revolution
  • 7. Pharma is a key stakeholder and must become an active participant
  • 8. Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3 We must be here
  • 9. Doctors
  • 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. 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. Profound impact Transforming relationships Forcing open and honest discussion Pharmaceutical industry Medical profession
  • 13. More & better self-service Everything on demand Integrated multi-channel customer portals Feeds into HCPs’ social networks
  • 14. Inevitable shift Fewer sales reps Multi-disciplinary engagement teams Less selling More dialogue
  • 15. Patients & patient advocacy groups
  • 16. Social networks will become hugely influential in patients’ health decision making
  • 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. Internal challenges
  • 19. Cultural shift With thanks to Heidi Youngkin, J&J No, because Yes, provided
  • 20. Cross-functional mindset Digital PR Marketing
  • 21. Social media will force pharma to be Not sure yet what open looks like
  • 22.
    • Head of Digital Marketing & Sales General Medicine Bayer Schering Pharma
    • E: [email_address] Twt: www.twitter.com/lenstarnes T: + 49 30 4681 4877 M: + 49 175 438 4521 I: www.bayerhealthcare.com
    Len Starnes