egis tr social media & mobile apps for pharma
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Egis Turkey 16 Dec 2011
Social Media and Mobile Apps for Pharma
İlker HeperIT Manager
Egis Turkey 16 Dec 2011
Agenda
Social Media and Healthcare On-line health in the World On-line health in Turkey Gaps on Social Media Mobile Apps and Healthcare Q & A
Egis Turkey 16 Dec 2011
Social Media
Facebook: > 700 Million users- 50% of users log in daily- If Facebook were a country – would be 3rd largest- People spend 500 Billion minutes per month on Facebook
Twitter: > 200 Million users- Adding 300K users per day- >75% of Twitter traffic comes from external sites- >600 Million search request per day
LinkedIn: > 130 Million users- 60% High Income users, $100K +- Incomes of $200K to $300K are 7X more likely to
have over 150 connections- Traffic Up 323% in one year
Egis Turkey 16 Dec 2011
Social Media and Turkey
June 2011 November 2011
Egis Turkey 16 Dec 2011
Social Media and Turkey
Facebook: Become 30million in Turkey and we are going to build a special team for it
Egis Turkey 16 Dec 2011
Social Media and Healthcare
• In the world adults spend 15+ hours per week on the internet• Average internet user watch video more than 12 hours• %40 Facebook users are likely to support brand names• %85 of consumers would like to engage their supported brands thru
social media• %44 of Twitter users are offering product or service• %58 of Twitter users are sharing their bad experiences or complaints
with others
Other• Customers who engage with companies over social media are more
loyal and they spend up to %40 more with those companies than other customers (Bain & Co)
• Coca-Cola 36 million fans Twice as likely to consume coke 10 times more likely to purchase
Egis Turkey 16 Dec 2011
Social Media and Healthcare (EU)
• All seek further engagement in the social media and consider social networks a significant location for communication, a source for information and commercial gain
• Each of the target groups consider a primary benefit of social networking is the discussion opportunity between each group
• %65 of HCPs would like to communicate with patients/consumers (%44 do)
• An average %38 of respondents active in social media in health topics. %83 of same respondents more likely to participate
Egis Turkey 16 Dec 2011
Social Media and Healthcare (TR)
• %95 of HCPs are using internet in an everyday (average 2,5hours) Family Practitioners are using 4+ hours
• 4 of 10 HPCs are connected to internet via smartphones. Yet %8 of respondents stated that mobile connection is their primary connection
• %54 of respondents are more likely to use internet at home. %38 of respondents are connected to internet at the office
• %56 of respondents are visiting news paper internet sites or other news portals %25 health news portals %21 medical data wharehouse %18 social media %12 shopping sites
• % 81 of respondents have a Facebook , Twitter or any other social site account
• %56 of respondents have an account for medical sites
Egis Turkey 16 Dec 2011
On-line Health - WORLD
61In America, %61 of internet users are getting information
about health via internet
Egis Turkey 16 Dec 2011
On-line Health - WORLD
In America, %38 of internet users are following fitness and sports activities via internet
38
Egis Turkey 16 Dec 2011
On-line Health - WORLD
39%39 of HPCs are communicating with their patients via
internet according to Manhattan Research Center report
Egis Turkey 16 Dec 2011
On-line Health - WORLD
80In America, %80 of internet users are using internet sites and portals for
health questions
75%75 of chronic illness people are put in practice of threatment that has been
found on the internet
Egis Turkey 16 Dec 2011
On-line Health - WORLD
90%90 of people are visiting internet sites to have an information about the doctors just before the visit according to University of Miguel Hernandez, (Spain) report
Egis Turkey 16 Dec 2011
On-line Health - Turkey
doktorsitesi.com is the first internet address for Turkish people
• 3million visits by month• 7000 registered doctors• Drug advertisement
Egis Turkey 16 Dec 2011
On-line Health - Turkey
Egis Turkey 16 Dec 2011
On-line Health - Turkey
ilacpedia.com gives an information abouth the drug by active subtance
• 500.000 visits by month• Ask questions to pharmacists
Egis Turkey 16 Dec 2011
On-line Health - Turkey
uzmantv.com serves videos to patients/consumers that has been performed with the doctors
• 700.000 visits by month• Ask questions to on-line and get help
Egis Turkey 16 Dec 2011
Movement from Hospitol to DoctorMovement from Hospitol to Doctor
Search result for ‘doctor’ and ‘hospital’ between 2004-todaySearch result for ‘doctor’ and ‘hospital’ between 2004-today
Egis Turkey 16 Dec 2011
Gaps on Social Media
• There is no clear, established regulations and guideliness
• Important 3 major topics : Editorial control : Every information in the internet site has
to be controled and published by an experienced and qualified professionals
Complementarity : The health information provided to the site has to be supported based on doctor-patient relationship. Not to replace the site visitor, patient, patient's relatives
Privacy : Facebook page or site visitor privacy of personal information of patients, including the identity respected by the site. Facebook page owners and managers, published in the medical / health chemist's privacy as required by the legal requirements should take on this responsibility and honor
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare• Mobile apps represent an exciting new way for
pharma companies to improve customer outreach and drive competitive advantage, both externally and internally
• The popularity of smartphones like the iPhone has created an entirely new marketplace for mobile applications
• With one click, customers can download apps for a seemingly boundless range of functions, to track the weather, find new music, get directions, and meet new friends
• A properly designed app can be a medication tracker, a disease calculator, an educational catalogue, or a patient diary can improve the lives of patients and physicians and thus increase customer collaboration
• At the same time, a well-designed app in the hands of sales reps and marketers can maximize organizational efficiency and create competitive advantage when it comes to selling drugs
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Are you mobilist?
• There will be over 7.1 billion mobile-connected devices, including machine-to-machine (M2M) modules, in 2015-approximately equal to the world's population in 2015 (7.2 billion)
• The average mobile network connection speed (215 kbps in 2010) will grow at a compound annual growth rate of 60 percent, and will exceed 2.2 megabits per second (Mbps) in 2015
• Mobile-connected tablets will generate as much traffic in 2015 as the entire global mobile network in 2010. The amount of mobile data traffic generated by tablets in 2015 (248 petabytes per month) will be approximately equal to the total amount of global mobile data traffic in 2010 (242 petabytes per month)
• The Middle East and Africa will have the strongest mobile data traffic growth of any region at 129 percent CAGR, followed by Latin America at 111 percent and Central and Eastern Europe at 102 percent.
• There will be 788 million mobile-only Internet users by 2015. The mobile-only Internet population will grow 56-fold from 14 million at the end of 2010 to 788 million by the end of 2015.
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
In the past year, pharma investments in smartphone apps, social media platforms, and wireless devices have grown 78 percent, according to Ernst & Youngs annual global pharmaceutical report
78
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
What apps do they use
★ Drug Guides★ Medical Calculators
The most requested apps
★ Textbook / Reference material★ Classification / Treatment algorithms★ General Medical knowledge
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Branding opportunities
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
UnlimitedDownloads
Link fromWeb Page
Deliver Brochure to Doctors with Sales
Force
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
INTERACTION
You can look and touch
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
CONVENIENCE
Your phone : Always by your side
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
A world of possibilities
Endless opportunities for mobile engagement in pharma
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
‘I want an APP!’
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
If you build it, they will come.
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
If you build it, they will come.
might
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
If you build it, they will come.
might
1 in 5 free apps downloaded less than 100 times
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
‘I want an APP!’
Egis Turkey 16 Dec 2011
Mobile Apps and Healthcare
• Start early• Know the market• Robust solution• Space = Key• Avoid ‘constructed’ views• Test, test and test again• Communication
Egis Turkey 16 Dec 2011
Q & A
Egis Turkey 16 Dec 2011
Egis Turkey IT Deptartment
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