Healthcare Social Networking | Len Starnes, Bayer | iStrategy Sydney


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Presentation by Len Starnes of Bayer Schering Pharma on Healthcare Social Networking during iStrategy Sydney 2010

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Healthcare Social Networking | Len Starnes, Bayer | iStrategy Sydney

  1. 1. Healthcare Social Networking Is the Australian pharma industry ready to join the conversation? Len Starnes Head of Digital Marketing & Sales General Medicine iStrategy Sydney Sydney 24 – 25 November 2010 Len Starnes Bayer Schering Pharma
  2. 2. ‘We are living in the middle of the largest increase in expressive capability in the history of the human race’ Clay Shirkey, Here Comes Everybody, 2008
  3. 3. Two formidable hurdles…many latent opportunities
  4. 4. Pharma abhors a regulatory vacuum
  5. 5. Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA Risk averse Authoritative sources Privacy & security regulated Long lead times Controlled access to data & information IP Risk taking Crowd wisdom Open to all Rapid deployment Anyone may contribute/distribute Open source A clash of cultures
  6. 6. Social networking Public relations Consumers & patients Non-traditional HC partners Knowledge sharing & collaboration Physicians High-impact zones R&D & Clinical Governance & organization
  7. 7. Physicians
  8. 8. Next decade Predominance of e-savvy physicians Routine use of SNs by majority of physicians Dwindling of sales forces Predominance of multi-channel engagement models More physicians expecting e-self service from pharma More physicians willing to engage with pharma on SNs
  9. 9. Physicians’ social networks Ubiquitous Transformational
  10. 10. The power to transform the exchange of medical information Pharmaceutical industry Peer-to-peer dialogue Medical profession
  11. 11. 2010200920082007 Growth in physicians’ social networks Today > 70 networks > 3m members Membership 1m 2m 3m 2011
  12. 12. 115,000 members each
  13. 13. 180k members Pan-European network 2011 First authenticated global network 34k members 214 countries
  14. 14. Largest network in China 1,700,000 members
  15. 15. 16% Using + very interested 53% Somewhat interested 31% Not interested + do not know Majority of Australian doctors using or interested in HCPs’ social networks Taking the Pulse Asia v09, Manhattan Research 2008 - 2009
  16. 16. 1843 1528 656 622 1558 0 1000 2000 USA Australia India Ireland Malaysia Registered users Nov 2010 Australian doctors 2nd largest ex-UK user group
  17. 17. Australia’s 1st true doctors’ social network Content + community Launched September 2400 Members* *Status 16.11.10
  18. 18. Strategic partnering options Observation Research Engagement Unmet needs Treatment trends Drug usage monitoring Early identification of critical issues Post questions to a specialist community Conduct surveys Establish panels based on pre-selected criteria Participation by pharma physicians Support speciality communities Post information germane to discussions
  19. 19. Physicians want Source: Joel Selzer, Ozmosis, February 2010 Fast, simple, reliable answers to product questions Peer-to-peer interaction and trusted feedback Customer services but on members’ terms
  20. 20. R&D Clinical research
  21. 21. ‘Patients are the invisible stakeholders’ ePatient Dave BlogWorld October 2010
  22. 22. Patients are talking to one another, learning from one another, making treatment recommendations and… sharing quantitative personal health data
  23. 23. The data-driven community Patients share structured information about their disease to help themselves and others Quantifiable, measurable, actionable
  24. 24. Insights on drug usage in the real world 3016 patients 1029 patient evaluations Status 8.11.10
  25. 25. ‘In future the less private you are, the longer you’ll live’ Jamie Heywood Co-founder & Chairman PatientsLikeMe
  26. 26. New industry partnerships forming to capture real-world experiences ‘…the community will generate patient-reported outcomes that may help UCB better understand how patients live with epilepsy and help advance epilepsy care’ Peter Verdu, VP Clinical Research, UCB, 2009
  27. 27. Demonstrable high-level vision ‘…will shape the way we do our work, and ultimately help improve transplant patient outcomes now and in the future.’ Joe Jiminez Novartis CEO, 2010
  28. 28. ALS Star trial Parkinson’s community Clinical trails awareness PLM exemplifies a new breed of non-traditional healthcare partners
  29. 29. PR Image: eDrug
  30. 30. Mistrust between industry and consumers Broken trust between industry and the medical profession Ethos of the industry is constantly called into question
  31. 31. Trust is crucial for survival ‘We need to foster trust between pharma and academic and scientific communities so that we can work together to create the innovative breakthroughs that will fulfil unmet needs and benefit patients everywhere’ Paul Stoffels Head of Global R&D, Johnson & Johnson
  32. 32. JnJ is showing how to build trust again
  33. 33. Marc Monseau is the human face of J&J on the internet… …and a social media evangelist
  34. 34. Empowered to blog and get JnJ back into ‘The Conversation’
  35. 35. Empowered to engage in ‘what’s happening now’ conversations
  36. 36. Empowered to engage the blogging health community
  37. 37. Other pharmas are committing to more transparency Recognizing the ubiquity & benefits of SM Urging staff to become SM scouts
  38. 38. Pharma will become more…
  39. 39. Lkn: Twt: Ssh: Opinions expressed in this presentation are entirely those of the author and do not necessarily reflect those of his employer Len Starnes