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Highlights from ExL Pharma's 2nd Digital Pharma Europe


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Highlights from ExL Pharma's 2nd Digital Pharma Europe

  1. 1. HIGHLIGHTS FROM EXL PHARMA’S 2nd DIGITAL PHARMA EUROPE<br />March 29-30, 2010<br />Berlin, Germany<br />
  2. 2. ‘We are living in the middle of the largest increase in expressive capability in the history of the human race’<br />Clay Shirkey, Here Comes Everybody, 2008<br />
  3. 3. Ageing <br />populations<br />Influence of <br />E7 countries<br />Soaring cost of healthcare<br />Pay for performance<br />Influence of payers<br />Patient <br />empowerment<br />Personalized <br />medicine<br />R&D not <br />delivering<br />Fewer blockbusters<br />Emphasis on prevention<br />Catastrophic<br />image of pharma<br />Digitally-mediated behaviours<br />
  4. 4. How do we <br />organizefor social <br />media?<br />
  5. 5. What have we learnt <br />from mistakes?<br />
  6. 6. How do we measure SM success or failure?<br />
  7. 7. Approaching <br />the use of social media<br />
  8. 8. A communication explosion<br />Source: Tim Holden, digital creative @nothingelseis<br />
  9. 9. 8 in 10internet users go on-line for health information (KruResearch 2010)<br />>1000facebook communities around chronic illnesses<br />Social networks will become hugely <br />influential in patients‘ health decision making<br />
  10. 10. Tipping the toes into the waters of web 2.0<br />
  11. 11. Jump right in?<br /> Learn & understand<br />Explore<br />
  12. 12. Market and Competitor monitoring<br />Exploration as PR tactic<br />L.I.E.*<br />Listen <br />Inform <br />Engage <br />Market research tool<br />Netnography<br />*Kevin Kruse, KruResearch<br />
  13. 13. Multiplier Effects in the Social Web<br />1 web posting published (active)<br />10 times commented (reactive)<br />1.000 times read (passive)<br />Source: Nielsen BuzzMetrics<br />
  14. 14. Basic Types of Web-based Research<br />Use of the Social Web as an object of research and data source<br />Use of web-based technology as a research tool<br />Source: GIM Gesellschaft für Innovative Marktforschung, Germany<br />
  15. 15. Netnography…. what is it about?<br />Netnography is about listening closely to the Social Web: a qualitative method to systematically mine opinions, communicative patterns, moods and decision processes from online communication.<br />Sources for Netnographyinclude all areas of the web containing user-generated content: blogs, forums, social networks, communities.<br />Source: GIM Gesellschaft für Innovative Marktforschung, Germany<br />
  16. 16. Still very new<br />WEB 2.0:<br />Lack of resources <br />24 / 7<br />Concerns about legal / regulatory / competitor issues<br />Acknowledgement that web 2.0 is growing in importance<br />Useful market research tool<br />
  17. 17. For discussion…..<br />
  18. 18. For discussion…..<br />
  19. 19. For discussion…..<br />
  20. 20. For discussion…..<br />
  21. 21. Want to attend next year’s conference? For additional information on ExL’s Digital Pharma Conferences, please visit<br />