- The document discusses how digital technologies and social media will dramatically impact the pharmaceutical industry in the coming decade.
- Doctors and patients will have more information and influence through online networks, requiring drug companies to engage in more open dialogue than traditional selling.
- Pharmaceutical companies must become active participants in online health communities rather than just observing, to transform relationships with doctors and patients and address challenges to their public image and business model.
- The industry will need to shift culturally to a more collaborative, multi-channel approach through social media and customer portals to keep up with an empowered, digital-savvy customer base.
A bright future for digital, a dimmer one for pharma
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
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. ‘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
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
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
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: 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
Editor's Notes
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