This document discusses how physicians are increasingly engaging with digital content and each other online and through mobile devices. It notes that over 60% of physicians use online services daily during patient consultations. The increased connectivity is changing physician behavior, expectations, and how marketing should engage them. The document advocates for personalized, engaging, real-time, participatory, and useful approaches. It provides examples of a brand portal acting as an entry point for information and tools and a mobile app extending this for on-the-go access.

1. Professional+Portal+Role+in+Digital+
Engagement

2. Digital+innovaCons+driving+dramaCc+physician+adopCon…+
2004?2010:+The+rate+of+change+is+acceleraCng+
?
Exponential rate of change
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3. Physicians+are+becoming+hyper?connected+to+digital+content+and+
to+one+another+ Social(Connectedness+is+rapidly+growing+in+
importance+to+physicians.2+
80%+of+physicians+who+access+colleagues+online+on+at+
least+a+weekly+basis+are+also+accessing+physicians+
weekly+or+more+o[en+offline.2+
InternaConal+Online+
Medical+Conference+
www.nejm.org+
Percentage+of+physicians+accessing+online+journals+
and+news+increased+by+13%+and+14%+respecCvely+
61%+of+physicians+use+online+services+at+least+once+a+day+during+paCent+ between+2007?2009.2+
consultaCons.1+
Some+of+the+largest+gains+in+new+online+funcConality+usage+is+in+the+use+
of+online+conferences+and+CME.++
Among+physicians+owning+a+PDA+or+smartphone,+81%+desire+more+
professional+applicaCons+for+their+mobile+device+directed+toward+their+
medical+specialty.2+ 1. ManhaTan+Research:+Oncologists,+2010++(referenced+general+physician+feedback)+
2. ManhaTan+Research+Strategic+Insight:+Taking+the+Pulse+v9.0,+2010+
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4. This increased level of connectivity is changing physician
behavior
 Sharing+treatment+insights+and+experiences+
 Keeping+informed+of+new+developments+
 DirecCng+their+own+educaCon+and+
servicing+their+own+needs++
 Conversing+and+influencing+opinion+
 Accessing+knowledge+anyCme,+anywhere+
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5. …and changing their expectations
Interactions !
expected to be more…
Actionable Contextual Social
Then% Now%
Information !
expected to be more…
Consumable Controllable Open
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6. Marketing and communications initiatives will need to align
with these new behaviors and expectations
delivering,a,service,,
Reciprocal+ that,adds,value,
Contextual+ Successive+
synchronized,with,environment, acknowledging,previous,events,
and,personalized, and,preferences,
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7. How+the+new+brand+
“portal”+is+being+used+
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8. 5+Tenets+To+Be+CompeCCve+in+the+Digital+MarkeCng+Landscape+
Today’s+digitally?savvy+HCPs+expect+brands+to+offer+them+value+beyond+their+
product+aTributes.+
• Is+your+program+personalized+for+your+audience+
Personalized+ based+on+their+preferences?+
• Does+your+program+engage+and+add+value+to+your+
Engaging+ audience?+
• Are+you+leveraging+digital+technologies+for+real?Cme+
Real+Time+ communicaCons+and+connecCons+with+your+brand?++
• Do+you+allow+your+audience+to+parCcipate+in+and+
ParCcipatory+ contribute+to+markeCng+acCviCes?+
• Are+you+providing+value+and+uClity+to+your+audience+
Useful+ beyond+your+product+aTributes?+
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9. CLIENT+LOGO+ 9+
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10. Mobile(and(iPad(
applica8ons(that(
extend(the(reach(of(
brand(marke8ng(and(
interac8ons((
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11. The+Mobile+Explosion+
“ Consumer+mobile+device+penetraCon+
increased+10x(in(the(last(two(years.+
“
–,Manha<an,Research,
“ Nearly+⅔(of(U.S.(physicians(use(a(smartphone+ “
(iPhone,+Droid,+Blackberry)+for+medical+or+clinical+purposes+today.+
–+According,to,both,Google,
and,Manha<an,Research,
“ 81%+of+physicians+will+own+a+smart+phone+by+2012.+
Physicians+are+one+of+the+highest+using+Smartphone+
“
demographics+overall.+
–,Mobile,Health,News,
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12. The+Mobile+Explosion+
“ 2013.+The+year+when+the+number+of+mobile+internet+users+is+
expected+to+surpass+the+number+of+desktop+internet+users.++
“
–,"Internet,Trends.",Morgan,Stanley,
“ The+access+revoluCon+is+over.+Mobile+is+changing+us,+changing+our+
frame+of+reference+so+that+we+see+informa8on(as(portable,(
“
personalized(and(par8cipatory.+
–,Susannah,Fox,,ePaJents.net,,
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13. JuvédermTM+Ultra+–+Home+Page+acts+as+a+portal+for+the+consumer+
into+content+and+tools+
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14. JuvédermTM+Ultra+–+Clinic+Locator+
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15. JuvédermTM+Ultra+•+Mobile+ApplicaCon+provides+the+same+access+
and+tools+as+the+website++

16. JuvédermTM+ConsultaCon+Tool+
The+JuvédermTM+iPad+app+helps+Doctors+link+to+the+informaCon+and+assessments+
consumer’s+have+already+completed+and+lets+them+sell+treatments+in+the+exam+room+
Personalized(
+
Engaging(
+
Real(Time(
+
Par8cipatory(
+
Useful(
+
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17. Dynamic+and+Measurable+Sales+Tools+
BMS+leverages+Cegedim+Dendrite+–+whose+SAAS+plaoorm+now+integrates+a+new+
Mobile+Intelligence+soluCon+that+fits+it’s+business+processes+while+curbing+costs+
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18. Otsuka+Mobile+Sales+•+HCP+&+Sales+Engagement+
RoseTa+helped+deploy+iPads+to+the+Otsuka+sales+force+with+interacCve+details,+
HiRes+Video+MOA+and+KOL+video+case+reports+
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19. Leverage(online(
communi8es(and(ongoing(
interac8on(between(HCPs(
and(Pa8ents+
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20. 5+Tenets+To+Be+CompeCCve+in+the+Social+MarkeCng+Landscape+
Today’s+socially+connected+HCPs+want+to+be+part+of+communiCes+that+offer+them+
content+and+connecCon+with+others+
Social+ • Does+your+program+help+parCcipaCng+HCPs+
ConnecCons+ connect+with+others?+
• How+are+you+using+digital+technologies+to+help+
Helpful+ service+your+audience+needs?+
• Does+your+program+allow+for+interacCons+
Community+ between+your+audience+and+their+community?+
• Does+the+community+have+clear+parCcipaCon+
Exclusivity+ criteria?+
• Does+your+program+provide+meaningful+
Content+ content+and+not+just+product+informaCon?+
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21. Not+Convinced?+Well,+PaCents+and+Doctors+are+Already+Discussing+
Epilepsy+–+and+specific+Brands…on+TwiTer+
Example of a
Patient
Advocate:
“The Epilepsy Guy”
tweets only
on epilepsy
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22. …and+on+Facebook+
103+Epilepsy+
groups/+profiles+
on+Facebook+
Popular+groups+have+
open+conversaCons+with+
inspiraConal+themes+
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23. …and+on+YouTube+
Around+6,700+
videos+related+
to+Epilepsy+
…and+Microsites+
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24. …and+on+Meetup+
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25. …and+on+Physician+Sites,+Where+Doctors+are+Having+More+Detailed+
ConversaCons+
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26. There+are+a+lot+of+conversaCons+going+on…+
In+Fact,+RoseTa+Found+Over+19,500+menCons+for+“epilepsy”+and+“seizures”+alone+from+January+1+
through+May+22,+2009+–+on+Microblogs,+Blogs,+Wikis,+Social+Networks…all+over+the+place!+
*+Total+for+all+sources+of+menCon+does+not+equal+total+of+all+data+due+to+some+results+not+being+able+to+be+categorized++
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27. Thank You!
Q&A
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28. Intellectual+Property+Clause+and+Contact+InformaCon+
This+document+contains+confidenCal+material+proprietary+to+RoseTa.+Disclosure+of+this+document,+
to+parCes+who+are+not+team+members+or+members+of+the+organizaCon+or+company+for+which+this+
document+is+intended,+is+strictly+prohibited.+
All+ other+ rights+ to+ the+ contents+ of+ this+ document,+ including+ but+ not+ limited+ to+ methodologies,+
concepts,+experiences,+and+client+lists,+are+assigned+to+RoseTa. +
Jamie Peck
Managing,Partner,,
Rose<a®+
jamie.peck@rose<a.com,
Note:+The+trademarks+listed+below+are+the+property+of+RoseTa+MarkeCng+Group,+LLC+and+use+by+any+other+party+is+not+permiTed+without+the+prior+wriTen+consent+of+RoseTa+
MarkeCng+Group,+LLC:+Auto+Personality®,+Banking+Personality®,+Borrowing+Personality®,+ChoiceDrivers®,+Credit+Personality®,+Credit+Card+Personality®,+Cruise+Personality®,+E?
Personality®,+Fiscal+Personality®,+Home+Equity+Personality®,+Hotel+Personality®,+Insurance+Personality®,+Investment+Management+Personality®,+Lending+Personality®,+Mortgage+
Personality®,+NAB+Personality®,+PaCent+Personality®,+Personality®,+Personality+MarkeCng+System®,+Personality?Trac®,+Physician+Personality®,+Rapid+Cycle+TesCng®+(RCT®),+Real+Estate+
Personality®,+RoseTa+MarkeCng+Ware®,+RMSG®,+Segment?on?the?Fly®,+Technology+Personality®,+Travel+&+Leisure+Personality®,+VacaCon+Personality®,+X?Tool®.+
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