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Digital pharma j peck draft v2 copy
- 3. Physicians+are+becoming+hyper?connected+to+digital+content+and+
to+one+another+ Social(Connectedness+is+rapidly+growing+in+
importance+to+physicians.2+
80%+of+physicians+who+access+colleagues+online+on+at+
least+a+weekly+basis+are+also+accessing+physicians+
weekly+or+more+o[en+offline.2+
InternaConal+Online+
Medical+Conference+
www.nejm.org+
Percentage+of+physicians+accessing+online+journals+
and+news+increased+by+13%+and+14%+respecCvely+
61%+of+physicians+use+online+services+at+least+once+a+day+during+paCent+ between+2007?2009.2+
consultaCons.1+
Some+of+the+largest+gains+in+new+online+funcConality+usage+is+in+the+use+
of+online+conferences+and+CME.++
Among+physicians+owning+a+PDA+or+smartphone,+81%+desire+more+
professional+applicaCons+for+their+mobile+device+directed+toward+their+
medical+specialty.2+ 1. ManhaTan+Research:+Oncologists,+2010++(referenced+general+physician+feedback)+
2. ManhaTan+Research+Strategic+Insight:+Taking+the+Pulse+v9.0,+2010+
3+
CONFIDENTIAL+©2010+
- 4. This increased level of connectivity is changing physician
behavior
Sharing+treatment+insights+and+experiences+
Keeping+informed+of+new+developments+
DirecCng+their+own+educaCon+and+
servicing+their+own+needs++
Conversing+and+influencing+opinion+
Accessing+knowledge+anyCme,+anywhere+
4+
CONFIDENTIAL+©2010+
4+
- 5. …and changing their expectations
Interactions !
expected to be more…
Actionable Contextual Social
Then% Now%
Information !
expected to be more…
Consumable Controllable Open
5+
CONFIDENTIAL+©2010+
5+
- 6. Marketing and communications initiatives will need to align
with these new behaviors and expectations
delivering,a,service,,
Reciprocal+ that,adds,value,
Contextual+ Successive+
synchronized,with,environment, acknowledging,previous,events,
and,personalized, and,preferences,
6+
CONFIDENTIAL+©2010+
6
- 11. The+Mobile+Explosion+
“ Consumer+mobile+device+penetraCon+
increased+10x(in(the(last(two(years.+
“
–,Manha<an,Research,
“ Nearly+⅔(of(U.S.(physicians(use(a(smartphone+ “
(iPhone,+Droid,+Blackberry)+for+medical+or+clinical+purposes+today.+
–+According,to,both,Google,
and,Manha<an,Research,
“ 81%+of+physicians+will+own+a+smart+phone+by+2012.+
Physicians+are+one+of+the+highest+using+Smartphone+
“
demographics+overall.+
–,Mobile,Health,News,
11+
CONFIDENTIAL+©2010+
- 12. The+Mobile+Explosion+
“ 2013.+The+year+when+the+number+of+mobile+internet+users+is+
expected+to+surpass+the+number+of+desktop+internet+users.++
“
–,"Internet,Trends.",Morgan,Stanley,
“ The+access+revoluCon+is+over.+Mobile+is+changing+us,+changing+our+
frame+of+reference+so+that+we+see+informa8on(as(portable,(
“
personalized(and(par8cipatory.+
–,Susannah,Fox,,ePaJents.net,,
12+
CONFIDENTIAL+©2010+
- 22. …and+on+Facebook+
103+Epilepsy+
groups/+profiles+
on+Facebook+
Popular+groups+have+
open+conversaCons+with+
inspiraConal+themes+
22+
CONFIDENTIAL+©2010+
- 23. …and+on+YouTube+
Around+6,700+
videos+related+
to+Epilepsy+
…and+Microsites+
23+
CONFIDENTIAL+©2010+
- 28. Intellectual+Property+Clause+and+Contact+InformaCon+
This+document+contains+confidenCal+material+proprietary+to+RoseTa.+Disclosure+of+this+document,+
to+parCes+who+are+not+team+members+or+members+of+the+organizaCon+or+company+for+which+this+
document+is+intended,+is+strictly+prohibited.+
All+ other+ rights+ to+ the+ contents+ of+ this+ document,+ including+ but+ not+ limited+ to+ methodologies,+
concepts,+experiences,+and+client+lists,+are+assigned+to+RoseTa. +
Jamie Peck
Managing,Partner,,
Rose<a®+
jamie.peck@rose<a.com,
Note:+The+trademarks+listed+below+are+the+property+of+RoseTa+MarkeCng+Group,+LLC+and+use+by+any+other+party+is+not+permiTed+without+the+prior+wriTen+consent+of+RoseTa+
MarkeCng+Group,+LLC:+Auto+Personality®,+Banking+Personality®,+Borrowing+Personality®,+ChoiceDrivers®,+Credit+Personality®,+Credit+Card+Personality®,+Cruise+Personality®,+E?
Personality®,+Fiscal+Personality®,+Home+Equity+Personality®,+Hotel+Personality®,+Insurance+Personality®,+Investment+Management+Personality®,+Lending+Personality®,+Mortgage+
Personality®,+NAB+Personality®,+PaCent+Personality®,+Personality®,+Personality+MarkeCng+System®,+Personality?Trac®,+Physician+Personality®,+Rapid+Cycle+TesCng®+(RCT®),+Real+Estate+
Personality®,+RoseTa+MarkeCng+Ware®,+RMSG®,+Segment?on?the?Fly®,+Technology+Personality®,+Travel+&+Leisure+Personality®,+VacaCon+Personality®,+X?Tool®.+
28+
CONFIDENTIAL+©2010+
