The Digital Metamorphosis of the Pharma Industry

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First presented at Pharma Digital Marketing, Istanbul, 8th February 2012

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The Digital Metamorphosis of the Pharma Industry

  1. 1. The DigitalMetamorphosis ofthe Pharma Industry Pharma Digital Marketing Len StarnesLen Starnes Marketing & Sales Head of Digital IstanbulDigital healthcare consultant General Medicine 8 February 2012
  2. 2. 1996 fantasy: digital sales rep
  3. 3. Change Agenda 1 & culture 2 Doctors Sales5 Trust 3 forces 4 Patients
  4. 4. Ageing populations Influence of E7 countries Soaring cost Patent cliff of healthcare Influence of payersR&D not Personalized Patientdelivering medicine empowerment Fewer blockbusters New business Catastrophic models image of pharma Impact of technology
  5. 5. More is different, faster is different Philip W. AndersonPW Anderson, More is Different, Science, 4 August 1972
  6. 6. Different meansunpredictablechanges resultingfrom extraordinaryincreases in scaleAdapted from: PW Anderson, More is Different, Science, 4 August 1972
  7. 7. Speed and scale 50m users, 88 daysGraphic: Leon Haland, Time to reach 50m usershttp://plus.google.com
  8. 8. ‘We are livingin the middleof the largestincrease inexpressive capability in thehistory of the human race’Clay Shirkey, Here Comes Everybody, 2008
  9. 9. Pharma culture clash Risk averse Risk takingAuthoritative sources Crowd wisdom Privacy & security Open to all regulated Long lead times Rapid deploymentControlled access to Anyone may data & information contribute/distribute IP Open sourceAdapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA
  10. 10. Faster in some countries… …than in others
  11. 11. Doctors
  12. 12. Emerging digital doctors‘We’re changing asa result of social andtechnological innovation.…We’re evolving fromanalogue to digital’ Dr Bryan Vartabedian 33 Charts October 2011
  13. 13. Analogue Digital Info via books & journals Info via web Uses paper charts Rarely uses pen Little or no SM presence Connected on SM Physician centric E-patient centric Smartphone use minimal Uses smartphoneCore inputs are snail mail Uses digital tools & email to control inputsAdapted from The Digital Physician, Bryan Vartabedian, 33 Chartshttp://33charts.com/2011/10/digital-physician.html
  14. 14. Next 5 yearsDigital Using digital Routine use ofdoctors tools & professionalpredominate processes social networksExpecting Expecting Unwilling to seee-self service pharma to be sales repsoptions digitally savvy
  15. 15. Huge growth in doctors’ social networks Membership of physicians’ social networks3m2m Today1m > 70 networks > 3 m members 2007 2008 2009 2010 2011 2012
  16. 16. US, Europe and E7 markets Asia Pacific inc China & India 2.0 m membersEurope & Americasinc Mexico, Brazil, Russia1 m members
  17. 17. Influence on Rx decisions high 100 Influence % online HCPs Consulting with 80 colleagues in person Offline journals Online journals 60 Physicians’ social networks 40 Sales 20 reps Pharma websites Weekly/daily use % online HCPsManhattan Research, 20 40 60 80 100Taking the Pulse v11.0, 2011
  18. 18. Global network Aug 2011
  19. 19. 11k 2m visitors 1mdoctors per month patientsMarket Doctors-onlyresearch eDetailing community
  20. 20. New opportunitiesMarket researchTracking trends & opinions Meded & promotion CME, eDetailing Virtual advisory boards KOLs, clinical trials support Engagement Peer-to-peer dialogue Specialist communities Community, content & services
  21. 21. Pharma must learn tofish where the fish are
  22. 22. Sales forces
  23. 23. We need togive doctorsmore than thesameolddetail
  24. 24. Dreammachine
  25. 25. ‘Big Pharma stockpilling….’* All 35 pharma clients using 6000 iPads* Eric Newmark, IDC Health Insights Community, May 17, 2011
  26. 26. ‘It’s a tsunami’Morten Hjelmo,CEO Agnitio
  27. 27. Emerging applications CLM Detailing CRM SFAEnabling Enriching Motivating
  28. 28. Mobile corporate structure & cultureiPad + iPhone for all employeesReinventing customer relationshipsSmaller mobile-enabled SFSF more targeted, more in touch
  29. 29. Pharma must keep pace withdoctors’ evolving expectations of ‘detailing’
  30. 30. e Patients
  31. 31. How many patients are out there?
  32. 32. ‘By 2024 patientswill lead healthcare’ Lucien Engelen Director REshape & Innovation Centre, Radboud University Nijmegen Medical Centre, The Netherlands Founder, ‘The Future of Health’
  33. 33. How?
  34. 34. ePatient power shiftExpect relationship ofequals with doctors Rating doctors & hospitals Rating health Patients working as insurers empowered drugs Rating synchronized groups & pharmasHelping one another,sharing personal health data
  35. 35. Data-driven communitiesSharing structured information about theirdisease to help themselves and others
  36. 36. Real world data 3341 Copaxone patients Aggregate SEs Individual evaluationsStatus 2.2.12
  37. 37. Partnerships to capturereal-world insights ‘…may help UCB better understand how patients live with epilepsy and help advance epilepsy care’ Peter Verdu, VP Clinical Research, UCB, 2009
  38. 38. Most active worldwide4,437 patients 236,201 posts 53 posts/patient
  39. 39. 5x more active than German MS patients12,209 patients 120,504 posts 10 posts/patient Status: 25 January 2012
  40. 40. China also wants patients to be more proactive**http://www.pharmachinaonline.com/Archives/index_1_news.asp?id=435&sortid=28
  41. 41. Major pharma challengesDeveloping trustedpartnershipswith ePatientsEmbracingfuture ePatientleadership
  42. 42. Trust
  43. 43. Mistrustbetween industry& consumersBroken trustbetween industry& medical professionQuestionableindustry ethos
  44. 44. Time to start building trust again
  45. 45. Putting ahuman face of J&J on the internet Marc Monseau Social media evangelist
  46. 46. Empowered to blog and getJnJ back into ‘The Conversation’
  47. 47. Empowered to engage in‘what’s happeningnow’ conversations
  48. 48. Hardest challenge will be forpharma to metamorphose to become more
  49. 49. Len Starneslenstarnes@googlemail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarneswww.linkedin.com/in/lenstarneswww.twitter.com/lenstarneswww.slideshare.net/lenstarnes

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