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1. «THE RUSSIAN WAY»
THE DEVELOPMENT OF
HEALTHCARE PROFESSIONAL
ONLINE COMMUNITIES
E-DETAILING 2.0 SYSTEM
Evgeniy Vishkovskiy, “Vrachi RF”
CEO, Founder
September 2013
VrachiRF.ru

2. HCP IN POPULAR SOCIAL NETS
835000
815000 *
55000
Odnoklassniki V Kontakte Facebook
Number of Russian speaking users stating higher
medical education on their pages
Source: own analysis of the open statistic data of the presented nets
on 89 medical universities and academies from Russia and other CIS
countries, August 2013
* over 22 years old
VrachiRF.ru

3. Not only are MDs present in social
media. They actively form
professional groups and
communities
VrachiRF.ru

4. RUSSIAN HCP COMMUNITIES
QUANTITATIVE ANALYSIS
Source: own analysis of the open statistic data, August 2013
Included are major communities over 10000 persons and groups over 3000 persons
* registration demands detailed personal information
** registration demands only an e-mail
*** over 24 years old
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
+ 300K preregistered at
VrachiRF.ru MDs receiving
news feed by e-mail
VrachiRF.ru

5. DYNAMICS OF DEVELOPMENT OF
PROFESSIONAL GROUPS AND
COMMUNITIES IN THE INTERNET
3500
30000
400000
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
May, 2010
Old medical forums: medscape.ru and
rusmedserv.com
May, 2011
Several groups in Odnoklassniki and V
Kontakte, several professional
communities
May 2012
Total coverage of Vrachi RF
(digest via e-mails, popular social
nets, vrachirf.ru)
Within just one year Russian speaking MD’s got united in such a
numerous community. Are you ready for the change?
VrachiRF.ru

6. RUSSIAN HCP COMMUNITIES
QUALITATIVE ANALYSIS
• From what sources was the audience attracted?
• What was the motivation for the users to come?
• You do not see the real picture unless you ask for
independent statistics (Google Analytics, Yandex
Metrika, Liveinternet etc.)
• High refusal rate = not target audience
• Check data on integrity
VrachiRF.ru

7. SPECIFIC DRIVERS FOR MDS TO
PARTICIPATE IN THE COMMUNITIES
Source: “Glas Vracha”, February 2013, 579 respondents
http://vrachirf.ru/company-announce-single/1829
12%
5%
8%
11%
48%
61%
91%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Direct contact with medical representatives of pharmaceutical
companies
Renumeration for participation in polls and contests
To share the experience and get public acknowledgement
To get advice from the colleages
To feel being a part of the professional community
Staying informed about professional news and events
VrachiRF.ru

8. CONTENT OF INTEREST
Source: “Glas Vracha”, March 2013, 898 respondents
http://vrachirf.ru/company-announce-single/1919
7%
36%
38%
40%
40%
42%
42%
70%
75%
83%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other
Materials of the pharmaceutical producers on effective and safe usage
of medicines
Clinical problems
Medical polls
Colleagues sharing their experience
Video from conferences and congesses
Discussions on publications with colleagues
Clinical cases
General news of the healthcare community
Articles and other scientific publications
VrachiRF.ru

9. INFLUENCE ON PRESRIPTION
Source: “Glas Vracha”, March 2013, 420 respondents
http://vrachirf.ru/company-announce-single/1997
Are you ready to use the information on effectiveness and safety
of medicines received from "Vrachi RF" to take decision on
treatment regimen and prescription?
3%
4%
6%
30%
57%
0% 10% 20% 30% 40% 50% 60%
In my work I do not take decision on treatment regimen and prescription
Other
No
Probably
Yes
VrachiRF.ru

10. STATISTICS OF TOPICS BY
PHARMACEUTICAL BRANDS
• 10-20 topics monthly covering drug application
and discussing their qualities
• Each topic is studied by from several hundred
to several thousand doctors. Each topic gets up
to 50 comments
• Informational impact of one topic discussed in
the network can be compared with a whole
month of teamwork of medical representatives
and marketing professionals
VrachiRF.ru

11. RISKS FOR THE
PHARMACEUTICAL COMPANIES
• The products are being actively discussed by
doctors, while up-to-date information from producer
company is missing
• Producer companies may be lacking a ready
strategy, budget and trained staff for work with
doctors’ Internet communities
• Information travels superfast in the Internet. Will
the company’s representatives be able to formulate
their point in case of negative remarks before the
final negative opinion is formed?
VrachiRF.ru

12. CURRENT MARKETING
ACTIVITY OVERVIEW
• Small and middle size companies
mainly: motivated, flexible, ready to
take decisions and act
• Big pharma mainly: slow and high
level of bureaucracy, employees’
interests often differ from those of
the company
VrachiRF.ru

13. PROVEN TO WORK - 3 IN 1 TOOL
• Inform as specialized press
publications
• Contact in person as medical
representatives
• Monitor doctors’ opinions as polls
and focus groups
VrachiRF.ru

14. QUESTIONS TO DISCUSS
• Do you know what doctors say in the Internet
about your products?
• Are there in your team specially trained
people, in charge of representing your company
in the Internet communities for doctors?
• How soon is your team prepared to react to
topics, arising in the Internet doctors
communities, concerning your products?
VrachiRF.ru

15. Thank you and see you at:
facebook.com/edetailing.blog
E-DETAILING 2.0 SYSTEM
VrachiRF.ru