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A bright future
for digital, a dimmer
one for pharma
Len Starnes
Head of Digital Marketing & Sales
General Medicine
Len Starnes
Head of Digital Marketing & Sales
General Medicine
Bayer Schering Pharma
4th
Annual eMarketing Summit
27 – 28 April 2009
Munich
Germany
Unprecedented
levels of change
Patient
empowerment
Influence of
E7 countries
Pay for performanceInfluence of payers
Ageing
population
Soaring cost
of healthcare
Catastrophic
image of pharma
Health &
medicine 2.0
Emphasis on preventionFewer blockbusters
R&D not
delivering
Personalized
medicine
‘We believe the impact
of the internet and
web 2.0 will not be
marginal. Indeed it will
be dramatic!’
Steve Arlington, Price Waterhouse Coopers, April 24th 2009
New sales model
Governments
Doctors
Patients & patient
advocacy groups
New stakeholders
& lobbyists
Decision
makers
Primary
influencers
Pharmacos
Tertiary
influencers
Pharma’s digital
engagement
is one facet of the
Health & Medicine
2.0 revolution
Pharma is a key stakeholder
and must become an active
participant
Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3
We must
be here
Doctors
During the next decade
Retiring
baby boomer
doctors
Predominance
of e-savvy
doctors
Emergence of
large-scale
doctors’ SNs
Routine use
of SNs
by doctors
More doctors
expecting
e-self service
Dwindling of
sales forces
BMJ’s Doc2Doc (UK)
Doctors.net.uk (UK)
OnMedica (UK)
Coliquio(D)
DocCheck Faces (Int’l)
DocCheck Faces(D)
DocCheck Faces (F)
DocCheck Faces (ES)
DocCheck Faces (IT)
Dooox (D)
Esanum (D)
Esanum (ES)
Esanum (IT)
Esanum (CH)
Esanum (AT)
Medcenter/Medscape(ES)
Sermo (2009/10?)
Proliferation
of HCPs’
social networks
Radically new
engagement
options
Profound impact
Transforming
relationships
Forcing open and
honest discussion
Pharmaceutical
industry
Medical
profession
More & better self-service
Everything
on demand
Integrated
multi-channel
customer portals
Feeds into HCPs’
social networks
Inevitable shift
Less
selling
More
dialogue
Fewer
sales
reps
Multi-disciplinary
engagement
teams
Patients & patient
advocacy groups
Social networks
will become hugely
influential in patients’
health decision making
Learning to engage will
be a slow hard process
Discover what patients
want from us
Don’t treat social media
as mass media
Work with MLR
to develop
the framework
Internal
challenges
Cultural shift
With thanks to Heidi Youngkin, J&J
No,
because
Yes,
provided
Cross-functional mindset
DigitalPRMarketing
Social media will force
pharma to be
Not sure yet what open looks like
Head of Digital Marketing & Sales
General Medicine
Bayer Schering Pharma
E: leonard.starnes@bayerhealthcare.com
Twt: www.twitter.com/lenstarnes
T: + 49 30 4681 4877
M: + 49 175 438 4521
I: www.bayerhealthcare.com
Len Starnes

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A bright future for digital, a dimmer one for pharma

Editor's Notes

  1. Much of the influence pharma will be able to exert will be possible only thro digital
  2. Why??Pharma has nothing to add. Hardly true, major part of health & medicine Reflection on the way we conduct ourselves, partake in the conversation, or rather not take part in the conversation
  3. Why??Pharma has nothing to add. Hardly true, major part of health & medicine Reflection on the way we conduct ourselves, partake in the conversation, or rather not take part in the conversation
  4. Don‘t yet know what openness , honesty and transparency looks like All working on itCan only be a good thing