The document discusses the significant impact of Web 2.0 and social media on healthcare communication, highlighting that physicians now rely heavily on both online and offline channels for accessing medical information. It illustrates the growing use of smartphones and the increasing importance of multi-channel engagement in healthcare marketing, stating that physicians prefer sources that provide direct access to relevant information. Additionally, the findings suggest that the pharmaceutical industry must adapt to these changes by integrating digital strategies while maintaining consistent messaging across all platforms.

2. We have entered the Age of Interactivity,
connecting people and tools
Web 2.0, Social Media, and Unified Communication
Technologies have Changed Our World
• Transforming the way people interact, and the companies
and way companies do business
 Revolutionizing the way people seek product information
and engage in real-time
opinion sharing
 Moving one-way information gathering to multi-way communication and
The Internet is collaboration
not only  Giving potential for every e-user to be heard
transmitting
news, it is  Proliferating communities, broad influence networks and
product champions
affecting
news
2

3. To date, physicians rely on both people and
tools to access health information
People Tools
3

4. Virtually all US physicians are online today
Number is up
significantly
from even 2
years ago
(9.9 hours)
Average time online per week
15.9 hours
SOURCE: Manhattan Research, Taking the Pulse, 2009
4

5. Yet Physicians use a variety of sources
to stay informed about medicine
Media vehicles are
now roughly
60% Push and
40% Pull;
utilizing personal,
traditional and
eMedia channels
Source: KRC Research
5

6. As such, promotion to physicians needs to
mirror the way they consume media
Conventions
KOL Viral Mail
Community
MOA Animations
1
In Office 24 2
23 3 Mobile Apps
Radio
22 4
Direct
Mail PDAs
21 5
Newspaper
Podcasts/
20 6 Webcasts
TV
19 7
eDetails
18
eCommerce
Sales Force
17
Magazines/Journals
Social Networks
16
16
On Demand
Live
Programming
Support
15
Branded
Games Search
eNewsletters Widgets
Banner Ads
6

7. When online, physicians turn to search
engines most often
Physician Websites Used in Research
92%
90%
81%
80% 74%
use Google
65%
**********
70%
59%
60% 55% 13%
50%
use Google Scholar
40% 36%
29%
30%
20% 14%
11%
10%
0%
Search Engines General Health Health.org Drug-specific Pharma Co. Hospital or Clinic Medical Device Chat Rooms, Video Websites
Websites Websites Websites Websites Websites Websites Message Boards
Source: Hall & Partners and Google Custom HCP Study, August 2009
7

8. Physicians search most often to
inquire about healthcare info
Reasons for Conducting Online Research
Patient
Drug/Treatments
Questions
81%
Specific drug information 77%
Treatment side effects 68%
Drug safety information 66%
New medications 64%
of physicians go to Contraindications 59%
Search engines, Medication in development 45%
more often than Clinical trial information 45%
any other online
resource Patient/
Conditions
General condition information 75%
Information for patients 61%
Source: Hall & Partners and Google Custom Information to aid diagnosis 53%
HCP Study, August 2009
8

9. … and Physicians trust what they find from search
88% Search engines 77% Rely more on
have made looking for search engines than in
information online easier. the past.
73% Search engine 69% Tend to use search
results tend to be engines throughout the
relevant to my query. research process.
57% Trust the
60% Search engines are results listed in the
my “go to” online source. search engine results
page.
Source: Hall & Partners and Google Custom HCP Study, August 2009
9

10. EU doctors are using portals
much more than US counterparts
Physician Resource Europe US
Physicians’ Portals 81 36 Half of European
(Univadis, Doctors.net)
physicians also believe that
Wikipedia 58 66 pharmaceutical companies can and
should offer digital services that can be
HCP Online forums/ 57 59 integrated into their local primary and
boards/communities
secondary care services,
Pharmaceutical company 51 68
websites
compared to only a
Video portals 24 30
quarter of US
Reading blogs 14 14
physicians
Source: Kantar Health and Digitas Health, 2010
10

11. US Physicians use the internet more for literature
review and drug references
Suggests that what
big pharma has
offered so far has
been valued far less
than other resources
Source: Jupiter Research, US Online Physician Executive Survey
11

12. While online media usage is certainly
increasing, it’s not an “Either/Or” situation
Physicians’ Usage of Offline & Online Media
+20% +9% +26% -15% -14%
Source: Manhattan Research Taking the Pulse v9.0, US
Numbers represent significant changes over two years
12

13. CMI data supports that theory – particularly the
importance of traditional media
Most Important Sources of Info
(10 Being Most Important)
9
8
7
6
5
4
3
2
1
0
Source: CMI’s ByDoctor® OnDemandsm 2009-2010
13

14. Physicians rely on traditional sources when
making important prescribing decisions
KRC Research: http://www.krcresearch.com/pdfs/KRC_ReportPharmaceutical.pdf
14

15. …Additionally, they rely on multiple complimentary
channels for info delivery
KRC Research: http://www.krcresearch.com/pdfs/KRC_ReportPharmaceutical.pdf
15

16. Physician Smartphone usage is also on the rise…
• 72% of US physicians now have
Smartphones1
• 80% of U.S. physicians who own a
Smartphone or PDA agree that their device
is essential to their practice, up from
65% in 2008
• Ads viewed on Smartphone typically have
higher CTR than those viewed on a PC2
− Internet Banner: 0.2% average
− Mobile Banner: 2.0 – 3.0% average
1 Manhattan Research
2 ABI Research, eMarketer
16

17. Physicians rely on Smartphones for quick and easy access
to information
Why do physicians use their Smartphones?
86%
Any Clinical Use 81%
63%
Drug Reference Database 53%
50%
Prescription Dosage Calculator 38% PCP
49% Spec
Treatment Guidelines 32%
43%
Clinical Medical reference 41%
42%
Checking Formulary Status 27%
31%
Product Updates 27%
22%
Reading Articles or Abstracts 25%
22%
Continuing Medical Education 19%
0 18 36 54
Source: Manhattan Research – Taking the Pulse, 2008 – The Mobile Physician. 72 90 108
17

18. Smartphones and apps are quickly becoming
essential to a physician’s daily practice
• One-third access their
Smartphone during
patient consultations1
• As of April 2010, 27% of
healthcare apps were
geared towards HCPs2
1: MobiHealthNews, April 2010
2: Manhattan Research, Taking the Pulse
18

19. For clinicians, Smartphone apps offer an alternative to
more cumbersome IT formats
19

20. eCollaboration between physician and patient also
facilitates better health exchange
Researchers found that the use of
secure patient-physician
messaging in any two-month period
was associated with statistically
significant improvements in
HEDIS (Healthcare Effectiveness
Data and Information Set)
- Kaiser Permanente, 2010
Source: Lightspeed Research, September, 2009
20

21. Physician adoption of basic EMR systems
has grown 42% since 2007
 At the end of 2009, 20.5% of office-based
physicians had what the CDC termed a
basic EMR system in place*
 Fully functional systems** still
haven’t reached double-digit usage
(currently
around 6%)
* Basic system" means one with a minimum of six certain functionalities
** Fully functional“ includes plus more, such as warnings of drug interactions or contraindications, medical history
and follow-up, and orders for tests
Source: National Ambulatory Medical Care Survey, National Center for Health Statistics, Centers for Disease Control
and Prevention, released December 2009
21

22. Industry professionals believe social media will change
the way we engage with doctors
Source: LinkedIn user poll, 2009
22

23. 23

24. Pharma companies are “tweeting”
 Companies share almost
anything—general news, job
postings, pipeline updates,
philanthropy efforts, even POV on
social media
Source: L2 and PHD Media, May 2010
24

25. And Pharma is exploring
the use of social media with HCPs
A few companies have already started to dip their
toes in the social media waters
 For example, Medtronic has sponsored training
videos for surgeons on OrLive
 Novartis runs a virtual physician advisory board
called the PCP Heartburn Advisory Board
 AstraZeneca has partnered with the American
College of Gastroenterology to launch ACG GI
Circle, an online interactive community built for
ACG members
25

26. The majority of HCPs are willing to engage with
pharma in social networks
“I am interested in interacting with pharma, biotech and device
companies on HCP-only social networks.”
70%
Strongly agree
+ agree
30%
Strongly
disagree
+ disagree
Source: Manhattan Research, Taking the Pulse v8.0
26

27. Physicians would use social media more if there
were established rules of engagement
2010 Survey result:
Would you be more
likely to use social
media for health if
there were clear,
established regulations
& guidelines on how
patient, doctors and
healthcare companies
can interact using
them?
Source: pharmaphorum.com
27

28. And hospitals are engaging in social
 All 14 hospitals listed on the 2010-2011
U.S. News Honor Roll are using social
media
 78% of the larger Best Hospitals List are
also engaged on Facebook,Twitter and
other social media sites
Source: Social Media and the U.S. News Hospitals, JULY 28, 2010
28

29. Summary of findings
Multi-channel engagement is essential
 On average, more than three-quarters of consumers are using two or more channels to
browse, research, and purchase products
 The Internet is no longer an add-on, it needs to be a core piece of the multichannel
pharmaceutical media mix
 Smartphones and social media have given rise to immediate dissemination and sharing of
information, but the information
needs to fit the media
 As the use of Web 2.0 technology continues, HCPs direct influence on what the patient
actually takes will diminish and shift towards other HCPs
 Because your customers are coming to merchants through multiple channels, it’s necessary
to link those experiences and create a continuous conversation to avoid gaps where
the sale could be lost
 The key is message consistency- you need to be saying the same thing no matter where you
are to communicate the value proposition
29

30. It is so different than it
was
even
10
years ago
30

31. How has the pharma media model changed?
From To
Building consumer awareness Maximizing the patient / physician
and influencing physicians dialogue
Driving recommendations Driving two-way conversations
Science as a proof point Science as a stimulus to dialogue
Separate consumer &
One world with two dialects
HCP worlds
Direct sales model Relationship marketing model
Advertising-driven Marketing and publication-driven
Supplying information Supporting all parties through a
leading to a transaction transaction
31

32. So what is the “Optimal Media Mix?”
Developing the Optimal
Media Mix is a process
determined by measuring
the impact past decisions
had on all KPIs, which
provides the ability to
forecast the impact current
decisions will have across
KPIs over time
32

33. Traditional offline resources still have
wide reach and impact…
Physicians use of resources and impact on professional decision making
80%
• Offline resources
• Online resources
someor highimpact)
Journals
Pharma Reps
60 Printed references & textbooks
Search engines Information
Relative Impact
from colleagues
Newspaper or on television
(%of usersreporting
Online references & textbooks
40 Online news sources
Online journals
Physician-targeted portals CME
Online message boards Disease specific websites
chat rooms, or blogs Rx Product Web sites
Online CME
20
Impact
Pharma
eDetailing Online
corporate Conferences
websites conferences
0
20 40 60 80 100%
Reach (%usingsourceat leastweekly)
Source: Manhattan Research, 2007 Study of Technology as a Complement to U.S. Detail Efforts
33

34. Media mix best case scenario: A combination of
online and offline channels
Strengths – Online Strengths – Offline
 Patient-tailored interventions  Access to larger patient base (not only
 Customized + dynamic content those online)
 Potential for frequent interactions  Access to larger base of support and
care givers (not only those online)
 Two-way communication
 Interactions don’t depend on patients’
 Lower production costs actions or willingness to receive
 Low incremental costs information
 More viral potential  Diversity of channels (print, mail, call
centers)
 Ability to link real-time with other Web
content or applications
 Easy collection/analysis of data
 Continuous fine tuning possible
The choice of channel mix
 ROI can be measured at multiple touch
points should take into account the
tradeoff between content
richness and reach
34