stop, collaborate and listen: the social lives of healthcare professionals

The Social Lives of Healthcare Professionals

MARCH 24th, 2015

Shwen Gwee (@shwen) Founder & Co-Host, PharmFresh.TV

Majority of Pharma/Device Execs Agree… We Are “Behind” in Digital Overall

Source: Digital Health Coali2on, DHC/Google Execu2ve Landscape Study (Q4, 2013), hGp://digitalhealthcoali2on.org/publica2ons/2013-‐execu2ve-‐landscape-‐study


Majority of Pharma/Device Execs Believe… We Are “Slightly Behind” or “Far Behind” for Mobile Media


57% of Pharma/Device Execs Believe… We Are “Average” or “Slightly Behind” for Online Video


64% of Pharma/Device Execs Believe… We Are “Very Far Behind” for Social Media


Budget AllocaKon for PHYSICIAN MARKETING in Next 12 mths


The Socialization of HCP’s

Digital Is Turned to Most Frequently for Many Professional Sources

Among U.S. physicians

References and textbooks

News

Professional journals

Colleagues

Pharma or biotech sales rep

CME

Conferences

Day-to-day sources (daily or weekly use)

Occasional sources (yearly use)

53% 46%

53% 38%1

47% 49%

30%3 70%2

31%

Online Offline

93% 89%

76% 88%4

(1)  Health/medical information in the newspaper or on television (2) In person or on phone (3) Online professional message boards, communities, social networks, or blogs (4) In person

Source: ManhaGan Research, Taking the Pulse® U.S. 2014

Physicians Mainly Turn to Their Peers to Keep Up-‐To-‐Date

Source: ManhaGan Research, Taking the Pulse® U.S. 2013, Facebook, LinkedIn

Among all physicians

68%

66%

59%

56%

50%

49%

48%

42%

36%

34%

33%

30%

26%

14%

10%

5%

My colleagues*

Conferences in person

Website for a physician audience

Online CME

Online medical journal websites or apps

Professional society websites or apps

Apps for a physician audience

Offline CME

Email alerts

Dinner meetings with pharma company rep

Email newsletters

Government websites or apps

Online conferences

Websites from pharmaceutical company

Apps from a pharmaceutical company

Sources used regularly to keep up-to-date with latest medical news and trends:

Online message boards, blogs or social network websites or apps

Offline

Digital

*In person, on phone, or via email

High Interest Among Physicians to Watch Online Videos

Keeping up to date on medical information

When doing in depth research on a topic

When learning about a new drug

When I need immediate answers to my questions

When formulating a treatment plan


53%

33%

31%

28%

19%

Scenarios where physicians want to watch online professional video

82% of U.S. physicians are interested in watching online videos


Physicians Mainly Engage in Social Media for Personal use

Source: MedData Group, Physician Adop2on of Social Media, Q2 2014 -‐ hGp://www.meddatagroup.com/report-‐social-‐media-‐adop2on

PCP’s Increasingly VisiKng Social Pla\orms

© 2014 Kantar MediaWebsite Visitation & Qualitative Evaluations

June 2014 Medical/Surgical EditionPrimary Care

Primary Care

Websites Visited Within the Past 6 Months

67%

62%60%

58%

54%54%

46%45%43%

40%36%

34%32%31%30%29%29%28%27%26%

23%23%22%21%21%20%17% 16%16%16%16%

14%13%13%12%12%12%11% 11% 10%10%10%10%10%8% 8% 7% 7% 6% 5% 5%

0%

20%

40%

60%

80%

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Mean # Websites Visited: 13.09Base: 1,097

Source: Table 101Q1. For each of the following professional websites, please indicate if you have visited it within the past 6 months.

99% visited at least 1 of the 67 websites1% visited none of the 67 websites

Kantar Media, Website Visita2on & Qualita2ve Evalua2ons, June 2014 Medical/Surgical Edi2on -‐ Primary Care

PCP’s Visit Social Pla\orms MulKple Time Per Month



Primary Care

12.9

4.0

6.3

8.9

20.8

10.2

8.4

6.6

17.0

6.3

8.7

7.1

16.9

6.16.7

7.9

6.16.9

4.1 4.35.2 5.5

6.4

9.9

4.1 4.1

6.6

5.0 5.26.3

5.7

1.4

5.4

7.7

3.74.9 5.2

3.9

5.64.7 5.0 4.8 4.3

3.7

5.64.9 4.8 4.7

6.05.2

9.9

0.0

5.0

10.0

15.0

20.0

25.0

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Base: Those AnsweringSource: Table 102

Mean Visits Per Month in Past 6 Months (Among Website Visitors)

Q2. On average, how often do you visit each of the following websites?


Sermo, QuanKaMD and Doximity are Top Social Networks for PCP’s



Primary Care

2.50

2.752.93

3.78

2.893.04

3.74

2.983.042.93

3.17 3.16

2.942.862.92

2.712.89

3.10

3.79

3.002.973.042.992.953.14

2.862.75

2.94

2.58

3.132.99

2.67

3.023.09

2.81

3.25

3.042.972.972.77

3.19

2.78

3.07

2.81

3.082.952.94

3.043.16 3.18

3.06

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Base: Those AnsweringSource: Table 109

Level of Agreement: "This website effectively allows me to interact with other healthcare professionals (social networking)"

Q4. For each of the following websites, please indicate your level of agreement with the following statement:This website effectively allows me to interact with other healthcare professionals (social networking)

Mean Rating (1=Strongly Disagree, 5=Strongly Agree)


LinkedIn and Online Physician CommuniKes are Top Social Sites for Physician Engagement

Source: MedData Group, Physician Adop2on of Social Media, Q2 2014 -‐ hGp://www.meddatagroup.com/report-‐social-‐media-‐adop2on

Physician-‐Only Social Network ParKcipaKon Down to 1 in 5


Use/interest in physician-only social networks


12%

16%

24% 21%

26%

20% 16%

2%

9% 10%

8%

10%

2009 2010 2011 2012 2013 2014

Participating physicians

Physicians very interested in participating

Among those using physician-only online communities

Sermo 63%

Doximity 39%

QuantiaMD 37% 20%

Physicians Turn to Social Networks for News and P2P InteracKons

Among those using any social network

48% Keeping up to date with

medical news 48%

Communicating with HCPs relevant to my field

39% Building clinical

knowledge

Benefits of social networks

Learning about policy changes Communicating with doctors in my place of employment

Advancing career Communicating with patients

22%

18%

22%

10%


LinkedIn Has Moderate Professional AdopKon; All Other General Social Networks Low

Use of general social network platforms in the past 3 months:

3%

3%

10%

16%

54%

17%

1%

3%

8%

9%

24%

Tumblr

SoundCloud

Twitter

Google Plus

Facebook

LinkedIn

Professional purposes Personal purposes

Source: ManhaGan Research, Taking the Pulse® U.S. 2013, Facebook, LinkedIn

27%

4%

1%

1%

7%

10%

2014

Dichotomy of Pla\orms: Open vs. Closed Social Networks

VS

Strategic Approach to Leveraging Media

Online Offline

TV ads Radio ads

Print ads

PAID MEDIA

EARNED MEDIA

OWNED MEDIA

Influencers)

Printed materials Website Social

media Events

Word of mouth Print/Broadcast Press Coverage

Strategic Approach To Leveraging Social Pla\orms

Awareness Interest/Consideration

Education/Engagement

Conversion/ Trial

PAID MEDIA

BRAND.com/HCP

SEARCH ADS

MEDICAL MEETINGS

PARTNER NETWORKS

DocAlerts

DocNews

Essential Points

Interactive Video Presentations

KOL Video Series + Clinical Reprint

E-Detail

EARNED MEDIA

Opt In Program

Physician Social Networks

Doximity: -  More than 400K (>56%) registered members -  Medical CV of record (think: LinkedIn for MD’s) -  HIPAA secure messaging -  Personalized news via mulJple screens

Highly target-‐able HCP profiles, with Klout-‐like MD scoring and physician level data ReporJng

FREE API to AuthenJcate MD’s for Pharma Websites (developer.doximity.com)

Sermo -  Over 300K registered members -  The “original” social network for doctors -  Access to WorldOne’s global network -  Profiles can be aliases/anonymous -  Engaged/passionate/responsive users

DocTango: Social gaming educaJon pla\orm

Sermo Hubs drive thought leadership in specialty area

Med Live – highly targeted (global) real Jme market research insights

QuanKaMD -  Over 225K registered members (Growing pla\orm for interacJve web presentaJons -  Leverages KOL’s and adult learning principles -  Allows for interacJvity, assessment and call to acJon -  Physician-‐level data reporJng

Figure 1 -  Over 150K parKcipaKng HCP’s -  30% of US medical students -  “Instagram for HCPs” -  Built as an app for mobile -  Available in N19 countries

Looks like advanced BCC

Skipta -  Medical specialty specific networks, e.g.

•  Diabetes Network: >46K HCP’s (Physicians, Pharmacists, and NP’s) •  GeneraJon NP: >58K NP’s •  Urology NaJon: >13K Urologists •  Neurologist Connect: >12K Neuro’s •  Pharmacist Society: >64K Pharmacists

Medikly -  A “MarkeKng OS” -  Can combine data from public, social, web, etc. -  Segment and target key digital influencers

1 2 3

1

2

3

4

5

6

7

8

1

2

3

4

5

6

7

8

1

2

3

4

5

6

7

8

1

2

3

4

1

2

3

4

5

1

2

3

4

5

6

UN BRANDED SITE UNBRANDED SITE MICROSITE Q&A SITE LANDING PAGE SERMO PEER-REVIEW LANDING PAGE

UNBRANDED SITE CONTENT MARKETING Q&A SITE UNBRANDED SITE EMAIL SOCIAL LANDING PAGE MICROSITE 2

MICROSITE 1 SELF-SERVICE SITE BRANDED SITE PRODUCT SITE UNBRANDED SITE

EMAIL NEWSLETTER SOCIAL PEER-REVIEW Q&A SITE SELF-SERVICE SITE

BANNER AD PRESS RELEASE ARTICLES EMAIL DOXIMITY EMAIL HAYMARKET SERMO

ENGAGE CONSIDER AWARENESS 4 5 CONVERT RETAIN

PV (Physician Value) Index Map physician journey to conversion

Map physician journey to conversion

@PointOfCare -  Physician + PaKent Real Time Data Sharing Pla\orm -  Allows physician to “prescribe” app @POC -  Syncs data during visit or on demand -  Aggregates paJents’ data to inform decision making -  Leverages IBM Watson technology for HCP recommendaJons

Drug safety Info

Patient videos

HCP app

3

Patient data linked to EMR

Digital toolkit

Safety information

Photo diary & treatment journal

Refill reminder

Patient education

Safety information

Doctor sync

Patient/caregiver app

(Open) Social Networks

LinkedIn

-  Not a typical source for health-seeking behavior – groups/discussions are driven by professional association and topics

-  Limited customization options for design/content

-  Not SEO optimized – need to login to gain access content

+  Large global network of professionals – 1 in 3 professionals on LinkedIn

+  Highly qualified, detailed social profiles that can be targeted – great for lead gen, especially B2B

+  Trusted source of content attached to professional profiles

+  6x more engagement on published content vs. jobs

+  Paid media buys are integrated into content and/or associated with trusted profiles

Meh!

Ads, Pages and InMails Corporate Account Unbranded Disease Awareness Page Branded Product Page

HCP Audience is Growing on LinkedIn

Source: LinkedIn Analy2cs, November 2013

30% of HCP’s Have Read an InMail and 42% Have Seen a Company Status Update on LinkedIn


HCP’s Are Open to InteracKng with Healthcare and Pharma Companies via LinkedIn


OpportuniKes for Pharma Top 3 Resources HCPs Want to Access on LinkedIn

•  CME •  Research Findings •  Conference informaKon

Source: LinkedIn

Twimer

-  140 character limit does not allow for ISI, legal disclaimers, etc. -  Requires constant monitoring/support and quick responses to be

relevant -  Extremely competitive for visibility, but easy to track metrics/

links, etc. -  Needs workflow, AE/escalation plan, and editorial plan to be

effective -  Technical updates to Twitter platform may impact profile page

layout/appearance

+  High social engagement (retweets, etc.) and excellent “driver” of traffic to other digital/web properties

+  Extremely conversational – acts as a powerful “backchannel” for events

+  Hashtags allow for topical differentiation and finding/joining memes

+  Easy to get started and to get short messages approved; Establishing pharma regs and support team

+  Promoted tweets/accounts can drive traffic +  Twitter Cards: Promoted Tweets, Website/Media Cards, Lead Gen

Cards, Twitter x TV

Meh!

(Highly Targeted) Promoted Twitter Cards Corporate Account Unbranded Disease

Awareness Page Branded Product Page

Use of Twimer at Medical MeeKngs Has Been Growing

37 Source: Symplur.com

VisualizaKon of #ACC15 ConversaKon: All MenKons Within Ecosystem

VisualizaKon of #ACC15 ConversaKon: Handles MenKoned At Least 10 Times

VisualizaKon of #ACC15 ConversaKon: Physicians With The BROADEST Group of Top 20 MenKons

0 500 1000 1500 2000 2500

Nephrology Endocrinology Hematology

Anesthesiology Obstetrics & Gynecology

Specialist Urology

Pediatrics Surgery

Geriatric Medicine Radiology

Thoracic Surgery "All Others"

Emergency Medicine Family Medicine

Gastroenterology Hospice and PalliaJve Medicine

Resident Internal Medicine

Cardiology

VisualizaKon of #ACC15 ConversaKon: Specialty Breakdown of Tweets

Twimer ConversaKon at #ASCO13 is Doubling YOY

Genentech Tweets @ #ASCO13

43

Even aper the meeKng, @Genentech conKnue to engage their audience with interesKng and humorous tweets/videos

Links to their ASCO microsite, where they have “handy #ASCOIQ flashcards” – added value

RT’ed by @adamfeuerstein, leading to many more RT’s for @genentech

How Genentech Leveraged Digital and Social Media at #ASCO13

44

Thank You!

@shwen http://LinkedIn.com/in/shwen

stop, collaborate and listen: the social lives of healthcare professionals

Presentations & Public Speaking

landscape source

digital health coali2on

landscape majority

online video source

online videos source

person source

digital overall source

apps apps