Social network for physicians iVrach is а closed online community of Russian speaking physicians that brings together medical professionals from a variety of places near and far abroad. We aim to reduce the distance between physicians from different regions, enable their convenient and effective communication which allows sharing experiences and discuss professional issues, initiate and maintain professional contacts, and feel the friendly support of their colleagues.

1. iVrach – leading professional
network of Russian speaking
physicians
April 2012

2. Our goals
To enable easy and effective collaboration
between doctors from different parts of the
region
To become a hub for professional medical
information for Russian-speaking physicians
and enable 24/7 access to quality CPD
materials
To facilitate effective and mutually beneficial
dialog between healthcare industry and
physicians’ community

3. Some iVrach community statistics
60 000+ members
20-40 new registrations per day on average,
high participants’ engagement rate
Average visit duration 20 minutes, 19-20 pages
per visit
600+ discussion topics and clinical cases,
majority have 10+ comments

4. Our offer to
Physicians: Industry:
Professional news Fast growing physicians’
and information community
Peer communication
e-Detailing tools
and collaboration
eCME Platform

5. Internet usage by physicians in Russia
Use infrequently
Use occasionally
Use frequently
Overall usage
Source: Comcon MEDI-Q, April 2010

6. iVrach community breakdown by
country

7. iVrach community statistics –
some specialties by years of practice

8. Internet became an important source
of professional medical information
Every second physician in Russia is using the
Internet in professional activities
86% of physicians rate Internet importance as high
58% are frequent users (use Internet at least once
a week or more) and 2/3 of them consider
Internet to be one of their main sources of
information
Source: MEDI-Q Physicians’ Opinion Survey, Comcon Pharma Russia, September 2009

9. e-Marketing is set to take a leading role in
building strong pharma brands in Russia
Compared to non-users physicians who frequently use
internet usually have less trust to medical
representatives but ironically tend to get more sales
calls from the industry
New Health Bill (FZ-232) significantly restricts
interactions between medical practitioners and industry.
Tightening of access to physicians is likely to reduce the
productivity of medical representatives as call frequency,
the number of calls and call duration will drop

10. Russia has world’s most engaged
social networking audience
Russia – 6.6 hours per month/user
United Kingdom – 4.6 hours
World-wide – 3.7 hours
Social networks’ audience in Russia is expected
to grow 23% annually up to 2014
Source: comScore World Metrix audience measurement service

11. E-Detailing – very promising results
2 month long e-detailing program on iVrach
platform was equivalent to 4.6 FTE
The cost of this e-detailing program was 10
times lower compared to an off line
campaigns with equivalent amount of
physician interactions
Majority of participants returned to go
through the program again. There were 2.74
repeated program viewings per participant on
average, with some doctors going through the
same program up to 8 (!) times

12. Benefits of going digital with iVrach
Expertise underpinned by unique experience and
success track record for edetailing and eCME
projects for Russian physicians
Already functioning and flexible IT infrastructure
that enables customisation and quick project kick
off
Target audience engagement and trust enhanced
by independent, third party brand
Significant cost reduction due to economy of
scale and IT and project management
outsourcing

13. Thank you!
Oxana Kolosova
Managing Partner
oxana.kolosova@ivrach.com