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The Digital Metamorphosis of the Pharma Industry
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The Digital Metamorphosis of the Pharma Industry

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

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

Published in Technology , Business
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  • 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. 1996 fantasy: digital sales rep
  • 3. Change Agenda 1 & culture 2 Doctors Sales5 Trust 3 forces 4 Patients
  • 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. More is different, faster is different Philip W. AndersonPW Anderson, More is Different, Science, 4 August 1972
  • 6. Different meansunpredictablechanges resultingfrom extraordinaryincreases in scaleAdapted from: PW Anderson, More is Different, Science, 4 August 1972
  • 7. Speed and scale 50m users, 88 daysGraphic: Leon Haland, Time to reach 50m usershttp://plus.google.com
  • 8. ‘We are livingin the middleof the largestincrease inexpressive capability in thehistory of the human race’Clay Shirkey, Here Comes Everybody, 2008
  • 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. Faster in some countries… …than in others
  • 11. Doctors
  • 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. 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. 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. Huge growth in doctors’ social networks Membership of physicians’ social networks3m2m Today1m > 70 networks > 3 m members 2007 2008 2009 2010 2011 2012
  • 16. US, Europe and E7 markets Asia Pacific inc China & India 2.0 m membersEurope & Americasinc Mexico, Brazil, Russia1 m members
  • 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. Global network Aug 2011
  • 19. 11k 2m visitors 1mdoctors per month patientsMarket Doctors-onlyresearch eDetailing community
  • 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. Pharma must learn tofish where the fish are
  • 22. Sales forces
  • 23. We need togive doctorsmore than thesameolddetail
  • 24. Dreammachine
  • 25. ‘Big Pharma stockpilling….’* All 35 pharma clients using 6000 iPads* Eric Newmark, IDC Health Insights Community, May 17, 2011
  • 26. ‘It’s a tsunami’Morten Hjelmo,CEO Agnitio
  • 27. Emerging applications CLM Detailing CRM SFAEnabling Enriching Motivating
  • 28. Mobile corporate structure & cultureiPad + iPhone for all employeesReinventing customer relationshipsSmaller mobile-enabled SFSF more targeted, more in touch
  • 29. Pharma must keep pace withdoctors’ evolving expectations of ‘detailing’
  • 30. e Patients
  • 31. How many patients are out there?
  • 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. How?
  • 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. Data-driven communitiesSharing structured information about theirdisease to help themselves and others
  • 36. Real world data 3341 Copaxone patients Aggregate SEs Individual evaluationsStatus 2.2.12
  • 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. Most active worldwide4,437 patients 236,201 posts 53 posts/patient
  • 39. 5x more active than German MS patients12,209 patients 120,504 posts 10 posts/patient Status: 25 January 2012
  • 40. China also wants patients to be more proactive**http://www.pharmachinaonline.com/Archives/index_1_news.asp?id=435&sortid=28
  • 41. Major pharma challengesDeveloping trustedpartnershipswith ePatientsEmbracingfuture ePatientleadership
  • 42. Trust
  • 43. Mistrustbetween industry& consumersBroken trustbetween industry& medical professionQuestionableindustry ethos
  • 44. Time to start building trust again
  • 45. Putting ahuman face of J&J on the internet Marc Monseau Social media evangelist
  • 46. Empowered to blog and getJnJ back into ‘The Conversation’
  • 47. Empowered to engage in‘what’s happeningnow’ conversations
  • 48. Hardest challenge will be forpharma to metamorphose to become more
  • 49. Len Starneslenstarnes@googlemail.comT: + 49 30 781 5513M: + 49 172 1788253Skype: lenstarneswww.linkedin.com/in/lenstarneswww.twitter.com/lenstarneswww.slideshare.net/lenstarnes