Search Silence boxed warning medicine

What if there was a company that has already embraced this future?

Reforming Pharma Marketing: A Case Study Kevin Nalty & Joe Shields October 15, 2009

Alphamunex Headquarters in Clayton, MO (near St. Louis)

Alphamunex Board includes several notable execs from Silicon Valley

CEO OSM* … Sales Clinical R&D * Office of Social Media: Oversees all Marketing, PR, Customer Insights, IT & Customer Service functions

Sample Customer “Design Lab” managed via Facebook & other emerging platforms.

Social Media “Command Center” helps OSM staff monitor shifts in customer sentiment Illustrative

High- and low-tech devices enable direct, real-time communication with FDA

Hey — how come I’ve never heard of this company?

KEVIN NALTY + JOE SHIELDS SHAPING THE FUTURE HEALTHCARE MARKETING  SHAPING FUTURE THE

shift CURRENCY

New Media, New Influencers Every new medium creates new stars Faster shift from obscurity to fame

Every new medium creates new stars

Faster shift from obscurity to fame

Now Who Are Medical KOLs? Doctors ? Researchers ? Scientific publications ? Anyone that is persuasive & reaches our customers? OR

Doctors ?

Researchers ?

Scientific publications ?

Anyone that is persuasive & reaches our customers?

Redefining Influence Traditionally based on subject expertise Persuasion now more a function of charisma & reach vs. brand.com “ happyslip”

Traditionally based on subject expertise

Persuasion now more a function of charisma & reach

Explosive growth: 41% in past year Increased budgets Visceral = influential Currency of Online Video

Explosive growth: 41% in past year

Increased budgets

Visceral = influential

Currency of Real-time Twitter isn’t about Twitter… It’s real-time buzz & word-of-mouth you can measure Buzz can build or destroy brands Monitoring & engaging requires major process changes by Rx manufacturers

Twitter isn’t about Twitter…

It’s real-time buzz & word-of-mouth you can measure

Buzz can build or destroy brands

Monitoring & engaging requires major process changes by Rx manufacturers

At Least Listen

Search rethink

Old School Health Searching

Today, Search = Google Search has changed health searchers What will Search look like tomorrow?

Search has changed health searchers

Square & Compare

Mobile Search on the Brink Mobile search growth follows desktop trends Source : Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008.

Mobile search growth follows desktop trends

Results Beyond Text

Searching the Past vs. the Now "Google organized our memory. Real-time search organizes our consciousness." - CT Source : http://www.wired.com/techbiz/people/magazine/17-10/st_thompson

"Google organized our memory. Real-time search organizes our consciousness." - CT

Search via the Social Graph “… [O]ur network of friends, colleagues, peers, and family is our primary source of information, just as it is offline.” - MZ “ [W]hat happens on Facebook's servers stays on Facebook's servers.” - author Source : http://www.wired.com/techbiz/it/magazine/17-07/ff_facebookwall riends & amily riends & amily

“… [O]ur network of friends, colleagues, peers, and family is our primary source of information, just as it is offline.” - MZ

“ [W]hat happens on Facebook's servers stays on Facebook's servers.” - author

wisdom of CROWDS        

Can Crowds Be Wise? 

Make Better Decisions Faster

Connecting Today Is Easy 

Choosing a Doctor “ Passive consumers of physician services” Fewer than 25% considered >1 75% used recom-mendation from friends, colleagues & relatives Source : “How Do Patients Choose Physicians?” Katherine Harris (2003). BEFORE LATE 1990s TODAY

“ Passive consumers of physician services”

Fewer than 25% considered >1

75% used recom-mendation from friends, colleagues & relatives

Even Doctors Visit Social & Ratings Sites Ratings & Reviews Community & Forums Vitals HealthGrades UCompareHealthCare HealthBoards Wrong Diagnosis MedHelp WellSphere Yahoo! Groups eHealth Forum Source : Experian Hitwise, 12 weeks ending 8/22/09.

What Would YOU Do? I have thyroid cancer Whom do I trust to help me?

Patient Crowdsourcing Misery likes company. Another approach to evidence-based medicine? Founder Alex via e-mail: “While I was sick I didn't know anyone with my condition that I could compare notes with, so I really wanted to help other people find faster paths to health … we're like Yelp for Health.”

Misery likes company. Another approach to evidence-based medicine?

Review for those Twittering

Slides for this talk & free white paper on Social Media Policies available at: www.Alphamunex.com

BIG FINISH Just more continuous, small changes that we will make. Actually, there is no