engaging russian physicians online march 2013

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Engaging Russian physicians online March 2013

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Page 1: Engaging russian physicians online march 2013

Engaging Russian physicians online

March 2013

Page 2: 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

Page 3: Engaging russian physicians online march 2013

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

Page 4: Engaging russian physicians online march 2013

Use of online professional networks by European HCPs

Source: CSD online study, April 2012

Page 5: Engaging russian physicians online march 2013

Source: iVrach Members Survey, June 2012

Public social networks usedby Russian HCPs

Page 6: Engaging russian physicians online march 2013

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

Page 7: Engaging russian physicians online march 2013

Russian HCPs networks overview Daily traffic volume comparison

Alexa.com Statistics Summary, snapshot on 30.03.2013

Page 8: Engaging russian physicians online march 2013

Russian HCPs networks overview Community engagement comparison

Alexa.com Statistics Summary, snapshot on 30.03.2013

Page 9: Engaging russian physicians online march 2013

Russian HCPs networks overview Community engagement comparison

Alexa.com Statistics Summary, snapshot on 30.03.2013

Page 10: Engaging russian physicians online march 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!

Page 11: Engaging russian physicians online march 2013

Oxana KolosovaManaging Partner

+7 (916) 234 22 [email protected]

Thank you!