Healthcare Social

Networking

Is the Australian pharma industry

ready to join the conversation?

Len Starnes

Head of Digital Marketing & Sales

General Medicine

iStrategy Sydney

Sydney

24 – 25 November 2010

Len Starnes

Bayer Schering Pharma

‘We are living

in the middle

of the largest

increase in

expressive capability in the

history of the human race’

Clay Shirkey, Here Comes Everybody, 2008

Two formidable

hurdles…many latent

opportunities

Pharma abhors a

regulatory vacuum

Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA

Risk averse

Authoritative sources

Privacy & security

regulated

Long lead times

Controlled access to

data & information

IP

Risk taking

Crowd wisdom

Open to all

Rapid deployment

Anyone may

contribute/distribute

Open source

A clash of cultures

Social

networking

Public relations

Consumers

& patients

Non-traditional

HC partners

Knowledge

sharing &

collaboration

Physicians

High-impact zones

R&D

& Clinical

Governance &

organization

Physicians

Next decade

Predominance

of e-savvy

physicians

Routine use of

SNs by majority

of physicians

Dwindling of

sales forces

Predominance

of multi-channel

engagement

models

More physicians

expecting

e-self service

from pharma

More physicians

willing to engage

with pharma

on SNs

Physicians’

social networks

Ubiquitous

Transformational

The power to transform

the exchange of medical

information

Pharmaceutical

industry

Peer-to-peer dialogue

Medical

profession

2010 2009 2008 2007

Growth in physicians’

social networks

Today

> 70 networks

> 3m members

Membership

1m

2m

3m

2011

115,000

members

each

180k members

Pan-European

network 2011

First authenticated

global network

34k members

214 countries

www.dxy.cn

Largest network

in China

1,700,000 members

16% Using +

very interested

53% Somewhat

interested

31% Not interested

+ do not know

Majority of Australian doctors

using or interested in HCPs’

social networks

Taking the Pulse Asia v09,

Manhattan Research 2008 - 2009

1843

1528

656 622

1558

0

1000

2000

USA Australia India Ireland Malaysia

Registered

users

Nov 2010

Australian doctors

2nd largest ex-UK user group

Australia’s 1st

true doctors’

social network

Content +

community

Launched

September

2400

Members*

*Status 16.11.10

www.e-healthspace.com.au

Strategic partnering options

Observation Research Engagement

Unmet needs

Treatment trends

Drug usage monitoring

Early identification

of critical issues

Post questions to a

specialist community

Conduct surveys

Establish panels based

on pre-selected criteria

Participation by

pharma physicians

Support speciality

communities

Post information

germane to discussions

Physicians want

Source: Joel Selzer, Ozmosis, February 2010

Fast, simple, reliable answers

to product questions

Peer-to-peer

interaction

and trusted

feedback

Customer

services but on

members’ terms

R&D

Clinical

research

‘Patients are

the invisible

stakeholders’

ePatient Dave

BlogWorld

October 2010

Patients are talking to

one another, learning from

one another, making

treatment recommendations

and…

sharing quantitative

personal health data

The data-driven community

Patients share

structured

information about

their disease to

help themselves

and others

Quantifiable, measurable, actionable

Insights on drug usage

in the real world

3016

patients

1029 patient

evaluations

Status 8.11.10

‘In future the

less private

you are, the

longer you’ll live’ Jamie Heywood

Co-founder &

Chairman

PatientsLikeMe

New industry partnerships

forming to capture real-world

experiences

‘…the community will generate

patient-reported outcomes that

may help UCB better understand

how patients live with epilepsy

and help advance epilepsy care’

Peter Verdu, VP Clinical Research, UCB, 2009

Demonstrable

high-level vision

‘…will shape the

way we do our work,

and ultimately help

improve transplant

patient outcomes

now and in the

future.’

Joe Jiminez

Novartis CEO, 2010

ALS Star trial

Parkinson’s community

Clinical trails awareness

PLM exemplifies a new breed

of non-traditional healthcare partners

PR

Image:

eDrug Research.com

Mistrust between

industry and consumers

Broken trust between industry

and the medical profession

Ethos of the industry is

constantly called into question

Trust is crucial for survival

‘We need to foster trust between

pharma and academic and

scientific communities so that we

can work together to create the

innovative breakthroughs that will

fulfil unmet needs and benefit

patients everywhere’

Paul Stoffels

Head of Global R&D, Johnson & Johnson

JnJ is showing how to build trust again

Marc Monseau is the human

face of J&J on the internet…

…and a

social

media

evangelist

Empowered to blog and get

JnJ back into ‘The Conversation’

Empowered

to engage in

‘what’s happening

now’ conversations

Empowered

to engage

the blogging

health

community

Other pharmas are committing

to more transparency Recognizing

the ubiquity &

benefits of SM

Urging staff

to become

SM scouts

Pharma will become more…

Lkn: www.linkedin.com/in/lenstarnes

Twt: www.twitter.com/lenstarnes

Ssh: www.slideshare.net/lenstarnes

Opinions expressed in this presentation are entirely those

of the author and do not necessarily reflect those of his

employer

Len Starnes