Creating Synergies in Marketing and Market Access Through Innovative Use of Social Networks Natalie Bourré Marketing 4 Health Inc. www.pharmaceutical-marketing-coach.com Drug Pricing and Reimbursement in Canada June 16 2009

Marketing & Market Access Best Practices Develop market access strategy early. Facilitate teamwork. Be flexible and open to new ideas. Share insights on the market. Identify and engage with KOLs

Develop market access strategy early.

Facilitate teamwork.

Be flexible and open to new ideas.

Share insights on the market.

Identify and engage with KOLs

Social networks … A new set of tools to reach KOLs

Health 2.0 ; Social networks for healthcare A natural conversation about healthcare within a group of trusted individual stakeholders

Just to name a few …. For ongoing list, go to: http://www.doseofdigital.com/healthcare-social-media-wiki/ and http://health20.org/wiki/Health_2.0_Companies

Looking for Health Information is the 4 th Most Popular Internet Information Activity in Canada Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008.

We Trust a ‘ Person Like Me’ and Doctors Almost Equally Ref.: 2008 Edelman Trust Barometer, http://www.edelman.com/news/showone.asp?id=175

Share similar diseases

Source: Forrester Inc. Research; blogs.forrester.com ─ April 22, 2009

Share similar treatments Share similar causes

Others are rating pharma brands (www.iguard.org)

Some are giving medical advice

Some are sharing tips on obtaining coverage

Canadian Doctors Engage in Social Media

Social Network Opportunities for Market Access Identify KOLs Monitor Engage (?)

Identify KOLs

Monitor

Engage (?)

Natalie Bourré Marketing 4 Health Inc. www.pharmaceutical-marketing-coach.com Contact me on LinkedIn, Twitter (@pharmacoach), and FaceBook. Join the ‘ Pharmaceutical Marketing Coach’ Group on FaceBook, LinkedIn and Ning.