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New Ways To Reach Drs


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New Ways To Reach Drs

  1. 1. New Ways to Reach Dr’s • Viral Marketing • Blogging • E detailing • Using Social Net Works • Creating New SN specifically for Doctors
  2. 2. Healthcare Professionals’ Social Networks The Beginning of the End of Pharma Marketing as We Know it?
  3. 3. Agenda The Big Bang Global dimensions Business models and partnering options Key learnings Ubiquitousness and marketing in this era
  4. 4. Healthcare professionals’ social networks The Big Bang
  5. 5. First reactions What does it cost? Is this something really new? How does it work? What is Sermo? Great sushi! Why is Pfizer always first? I must talk to my brand teams about this
  6. 6. Transforming the way medical information is exchanged It’s all about… Pharmaceutical industry Initiating an open and honest discussion Medical profession
  7. 7. Healthcare professionals’ social networks Global dimensions
  8. 8. USA dominant Some Dr.Specific Networking Sites Sermo Physician Connect Student Doctor Network Healtheva Relaxdoc Number of networks Diversity of networks Business models Attracting VC Pharma participation First learnings
  9. 9. 100,000 members each
  10. 10. ROW emerging India Leading the Pack New Zealand making up for geographical isolation Who will be first to launch in China? Latin America stirring Doctors Hangout (IN) Doctor.VG (IN) New Media Medicine (NZ) Samag Blogspot (LA) Sermo (2009/10?)
  11. 11. Healthcare professionals’ social networks Business models & partnering options
  12. 12. Taxonomy Authentication, all specialities, 1 country or int, pharma prtnrs Authentication, all specialities, 1 country or int, non-pharma prtnrs Authentication or open access, 1 speciality, 1 country or int, pharma prtnrs or unknown Authentication, associations only, 1 country or int, pharma prtnrs Open access, all specialities, I country or int, pharma prtnrs? Private ownership Sermo Doctor Connect Ozmosis Relaxdoc Clinical Village iMedExchange Within3 Peer Clip OnMedica Coliquio Esanum Spineconnect Rad Rounds MyPACS Med Trust(onc) Sosido Dooox Sdt Doc Network Healtheva SocialMD Tiromed MedicSpeak MedicalPlexus DoctorNetworking DocCheck Faces Doctors Hangout Doctor.VG New Media Medicine Samag Blogspot Medical society ownership Doc2Doc(BMA) Asklepios(CMA)
  13. 13. Not all networks are equal
  14. 14. Survival of the fittest Stringent HCPs-only membership policies Evolving vocationally-relevant services Significant scaling - global aspirations? Ability to derive knowledge from data Sanctioned engagement with pharma Unambiguous data protection policies
  15. 15. Room for a long tail of high-value niche players
  16. 16. Partnering options Observation Research Engagement Unmet needs Treatment trends Drug usage monitoring Future Rx volume Unknown side-effects Off-label usage Early identification of critical issues Post questions to a specialist community Conduct surveys Establish panels based on pre-selected criteria Participate in community discussions Post information and services germane to discussions Offer CME programmes Invite to eD programmes
  17. 17. Key learnings Healthcare professionals’ social networks
  18. 18. Group dynamics of HCPs Sharing information Learning from one another Becoming better doctors together
  19. 19. High levels of interest in HCPs’ social networks Physician Online Communities: Social Networking Manhattan Research, Taking the Pulse v8.0, 2008 60% Already using + very interested + somewhat interested 40% Not at all interested
  20. 20. Membership growing everywhere Network marketing New tools & services Source: Coliquio
  21. 21. 55 – 59 age group dominates Not just younger HCPs
  22. 22. Majority of HCPs welcome pharma participation Physician Online Communities: Social Networking Manhattan Research, Taking the Pulse v8.0, 2008 I am interested in interacting with pharma, biotech and device companies on HCPs’ only SNs 59% Strongly agree + agree 41% Strongly disagree + disagree
  23. 23. Finding Pfizer physicians able to talk openly and honestly is a problem HCPs like open and honest discussions with Pfizer* Pfizer views initiative as a partnership Prime interest is driving P2P and Pfizer doctor to non-Pfizer doctor discussions *Reported at Health 2.0 conference, San Francisco, 22 – 23 October 2008
  24. 24. Helping in daily practice 12 33 65 79 94 0 20 40 60 80 100 1 2 8 16 24 Hours after post was made % all comments *Source: Coliquio Responses to a Coliquio post
  25. 25. Internal challenges
  26. 26. Who gets the ‘seat’?
  27. 27. Market Research Medical & Scientific Marketing Not a trivial issue
  28. 28. Costs Number of seats Quantity/scope/duration of options Types of partnering options
  29. 29. Healthcare professionals’ social networks Ubiquitousness and marketing in 2020
  30. 30. Networks will scale-up & network
  31. 31. Number of members Network value Reed’s Law 2N Metcalfe’s Law N2 Range of HCPs’ SNs Value will increase significantly
  32. 32. During the next decade Large-scale HCPs’ SNs Routine use of SNs by doctors More doctors expecting e-self service from pharma Dwindling of sales forces Predominance of e-savvy doctors Doctors willing to engage with pharma on SNs
  33. 33. Inevitable shift Less selling More dialogue Fewer sales reps Multi-disciplinary engagement teams
  34. 34. Marketing & sales reinvented Observe real-world experience of using drug Respond to Feedback Pre-launch Growth Maturity Initiate viral brand awareness Open dialogue Listen to customers Evaluate impact of new brand Engage appropriate specialities Dialogue-centric strategies More effective & lower-cost communications Better business plans & forecasts
  35. 35. A new business paradigm ‘In the coming years it will be the norm, rather than the exception, for companies to have access to the information gathered in these forums, and to respond to the information accordingly’* *Physician Online Communities: Social Networking Manhattan Research, Taking the Pulse v8.0, 2008
  36. 36. Real-time poll update:
  37. 37. What will influence physicians’ prescribing behaviour more? Open dialogue on social networks or Pharma marketing as we know it