Physician Social Networking Overview for Pharma - by Ozmosis March 2010


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As physicians across the world embrace social networks, pharmaceutical firms are beginning to explore new means of engagement. It examines overall trends in social media, how physicians are adopting social networks across the world, current physician needs, examples of pharma initiatives and opportunities for pharma/physician engagement in 2010.

This presentation is a condensed version of a more detailed overview I recently used for discussions with pharmaceutical firms in the U.S and abroad.

Published in: Health & Medicine

Physician Social Networking Overview for Pharma - by Ozmosis March 2010

  1. 1. Engaging HCPs via Social Media March 2010 Joel Selzer Co-Founder & CEO
  2. 2. Social Networking is Taking The World By Storm 2
  3. 3. Visitors to Facebook and Twitter Grew By Leaps and Bounds in 2009 Top U.S. Social Media Sites December 2009 3
  4. 4. Social Networking is a Worldwide Phenomenon 4
  5. 5. Facebook Added 50 Million New Users Worldwide in the Past 2 Months More than 400 million active users 50% of active users log on to Facebook in any given day More than 8 billion More than 3 billion minutes are spent on photos uploaded to the Facebook each day site each month (worldwide) 5
  6. 6. Twitter has Become Ubiquitous 6
  7. 7. Physicians Have Embraced Social Media 7
  8. 8. Physicians are Interacting through Digital and Social Media Channels Physicians engage online as part of their clinical workflow… of physicians search for drug information through digital channels … and they have embraced social media for Peer-to-Peer interaction of physicians are interested in or already use physician social networks 8
  9. 9. Physicians Across the World Believe the Internet is Essential to their Practice The internet is essential % physicians agreeing to my professional practice* *Manhattan Research, Taking the Pulse Asia v9.0, 2009 9
  10. 10. Demand for Physician Social Networks is High Across Asia % physicians *Manhattan Research, Taking the Pulse Asia v9.0, 2009 10
  11. 11. Physicians Will Not Interact Professionally on Public Sites 11
  12. 12. Physicians Utilize a Growing Number of Private Networking Sites throughout the World Current Uses: -  Ask & Answer Questions - Network with Peers - Consult on Clinical Cases - Discuss Product Efficacy -  Review Public Health Alerts -  Consume CME & Educational Videos 12
  13. 13. For Example: Physicians on Ozmosis 13
  14. 14. Ozmosis Enables Physicians to Learn from Sources they Trust Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge Real physician identities are properly verified and clearly displayed to all members Power of the trusted network delivers personalized and relevant information to every physician 14
  15. 15. Ozmosis Provides a Trusted Environment for Physician Interaction Why is Ozmosis the Most Trusted Physician’s Network? You are Entering a Pharma Sponsored Area Ozmosis will not share your personal information or discussions without your express permission. Ozmosis uses real names Physicians must opt-in to and credentials Pharma areas Only licensed & verified All commercial affiliations physicians are members must be disclosed The Result: 15
  16. 16. Physicians Use Ozmosis at the Point of Care to Collaborate with Colleagues 16
  17. 17. How can Pharma Engage HCPs via Social Media 17
  18. 18. Today, Pharma Primarily uses Social Media for Observation and Research Observation: Conduct Research: Monitor discussions to uncover: -  Unmet needs Post and answer questions directly within a physician - Drug usage & treatment trends community -  Unknown side-effects Conduct surveys -  Off-label usage Establish panels based on pre- - Early identification of critical issues selected criteria 18
  19. 19. Some have Taken Steps to Engage Physicians in Meaningful Ways Engagement: Hosting specialty communities Scientific staff are participating in discussions Delivering virtual training and networking opportunities Providing live customer support 19
  20. 20. ACG & AstraZeneca Recently Launched a Virtual Scientific Meeting 20
  21. 21. Boehringer Ingelheim Won a PM Society Award for its e-Marketing Campaign on Over the 12-month campaign period 27,000 online doctor interactions resulted a £2.3 million increase in total cash sales versus forecast and incremental growth in sales of 19 percent 21
  22. 22. Syndicom Brings Spine Surgeons and Device Manufacturers Together for Training & Networking 22
  23. 23. Yammer’s use as an Internal Collaboration Tool can Open Pharma’s Eyes to New Possibilities 23
  24. 24. How Can Pharma Move Forward In 2010? 24
  25. 25. 33% of Physicians Review Product or Treatment Options via Social Media *Manhattan Research, Taking the Pulse v9.0, 2009 25
  26. 26. What do Physicians Really Want from Pharma? Physicians Need: Fast, simple, reliable answers to product questions Peer to Peer interaction and trusted feedback Access to customer service provided on their terms (where they want it, how they want it) 26
  27. 27. Successful Engagement Requires More than the Right Platform Trust Platform Engagement Physicians need to know Physicians need Physicians need an “On who they are learning personalized services Demand” service model from and relevant to their for real-time answers communicating with information needs and support Information must come Environment must be Peer-to-peer interaction from verified and secure to ensure should drive product credible sources privacy adoption Platform should integrate with your existing content and e- services 27
  28. 28. Set a Path Towards True Engagement and Customer Service 1. Take calculated steps forward - assess and mitigate your risks before scaling programs 2. Focus on the strategy not tactics - define an integrated and comprehensive approach 3. Accelerate shift to a customer centric model - Focus efforts on what HCPs need at the point of care 4. Interact with physicians on their terms - answer questions quickly and deliver service on demand 28
  29. 29. Concerns Regarding Adverse Events and Off Label Discussions may be Overstated Only 1 in 500 cases from the *research meet ABPI criteria *Nielson Online – September 2008 29
  30. 30. Don’t let Regulatory Uncertainty Hinder your Efforts *Courtesy of John Mack 30
  31. 31. Please contact the Ozmosis team for additional information Joel Selzer Co-Founder & CEO - Ozmosis (202) 595-8005 31