engaging russian physicians online march 2013
TRANSCRIPT
Engaging Russian physicians online
March 2013
Models of influence are changing
• Opinion based medicine • Growing interest in evidence based medicine
• Monologue and push broadcast • Dialogue and pull content
• Communication with immediate colleagues
• Wider peer interaction via social platforms
Mobilepresentations E-detailing via Skype
and other similar platforms
E-detailingvia mobile devices
E-mail marketing
Webinars
Group presentations
Detailing techniques used by field force in Russia in 2012
36.7%
21.9%
18.6%
15.7%6.4%
3.3%
Source: medpred.ru FF Survey, November 2012
Use of online professional networks by European HCPs
Source: CSD online study, April 2012
Source: iVrach Members Survey, June 2012
Public social networks usedby Russian HCPs
Declared member count
Differentiation factor
Doktornarabote.ru(doctoratwork)
123 000* Pay-per-activity model - members are paid 250-350RUR honoraria (8-11USD) per publication
Vrachirf.ru 75 000 Integrated with RLS Drug Reference Manual info system
iVrach.com 70 000 Continuous professional development and education platform
Mirvracha.ru 61 000 Medical news for doctors and students
Evrika.ru 33 000 Professional editorial content for HCPs
*Concerns were raised about loose HCPs verification criteriahttp://roem.ru/links/55810/
http://www.siliconrus.com/2012/10/kak-ashmanov-i-partneryi-privlekali-100-000-vrachey-v-spetsializirovannuyu-sotsset/
Russian HCPs networks overview Communities by differentiation factor
Russian HCPs networks overview Daily traffic volume comparison
Alexa.com Statistics Summary, snapshot on 30.03.2013
Russian HCPs networks overview Community engagement comparison
Alexa.com Statistics Summary, snapshot on 30.03.2013
Russian HCPs networks overview Community engagement comparison
Alexa.com Statistics Summary, snapshot on 30.03.2013
Conclusions Клуб практикующих врачей
• Every second physician in Russia uses online medical communities
• Digital tools accounted for nearly two thirds of the new techniques used by pharma reps last year
• The HCP-only communities’ market is highly fragmented
• Major players’ member count covers roughly 10% of the total physicians’ universe
• doctornarabote.ru leads by traffic volume
• ivrach.com leads by member engagement
Stay tuned!