why physicians' social networks will be crucial for your marketing strategy
DESCRIPTION
Presentation first given at Digipharm London, 29th September 2011. A global overview of physicians social networks, updating a similar overview presented in March 2009. Focus is on key learnings and major developments in USA, Europe and the Asia-Pacific region.TRANSCRIPT
Why physicians’social networks will be crucial for your marketing strategy
Len StarnesHead of Digital Marketing & Sales General MedicineLen StarnesDigital healthcare consultant
Digipharm EuropeLondon
27 – 30 September 2011
Agenda 1
2
3
4
Learnings 2009 – 2011
USA
Europe
Asia Pacific
Almost 80% said yes2009
No significantchange 2011
2010200920082007
Sustained growth
Today> 70 networks
> 3 m members
Membership ofphysicians’ social networks
1m
2m
3m
2011 2012
Asia Pacific2.0 m members
USA & Europe1 m members
Asia Pacific region dominates
Consulting with Colleagues in person
Offline journalsOnline journals HCPs-only portals
(social networks)
Pharmawebsites
Sales reps
100
80
60
40
20
Influence % online HCPs
Weekly/daily use% online HCPs
20 40 60 80 100
Influence on Rx decisions high
Manhattan Research, Taking the Pulse v11.0, 2011
Inevitable fusion
Pure-playsocial
networks
Medical educationproviders, news aggregators
Collaboration track record
ObservationTreatment trends, unmet needs
EngagementPeer-to-peer dialogue
Building hybrid modelsCommunity, content & services
ResearchSurveys, opinion
2-way engagement platform
Pharma using as 1-way channel
Instead of
Reluctant to seek communities’
opinion
Notable inertia by network owners on P2P engagement
Reluctant to encourage pharma
Reluctant because no
revenuegenerated
What do physicians really want from pharma?
Source: Joel Selzer, Ozmosis, February 2010
Fast, simple, reliable answers to product questions
Peer-to-peer interaction and trusted feedback
Rep-like servicesbut on members’ terms
USAConsolidating
Sermo Physician Connect
Student Doctor NetworkHealthevaRelaxdocSocialMDDoximity
Clinical Village iMedExchange
OzmosisMedical Plexus
Within3Rad Rounds
MyPacsMedTrust
MedicSpeakPeerclip
Syndicom SpineconnectQuantiaMD
MDsConnectMDlinx
Significant shake-out last 2 years
HCPs’ acceptance up 10%
Manhattan Research, Taking the Pulse v8.0, 2008
60%Using + very interested+ somewhat interested
2008
2011
69%Using + very interested+ somewhat interested
Manhattan Research, Taking the Pulse v11.0, 2011
3545 cardiologists 22.9.11
2 most commented discussions focus on Boehringer’s Dabigatran
Thought leadership
Expert opinion
27 comments 6 countries
doximity.comMobilecommunity
For HCPs on the move using mobile devices (iPhone/Pad, Android)
Aims to solve HCPs’ communications problems
Unique HIPPA-compliant (secure) messaging Jeff Tangney, CEO
(ex CEO Epocrates)
The future of physicians’ social networks lies in
‘social content management and workflow optimization’Joel SelzerCEO Ozmosis19 September 2011
Future may be in the flow
Collaborative productivity
Seamless collaborationIncreased efficiencyIncreased productivityImproved clinical outcomesReduced costs
HospitalHC systems
EuropeHeterogeneous
doc2doc (Global)Doctors.net.uk (UK)Coliquio (D,CH,AT)MedUniverse (SE)Medcenter (ES,P)Konsylium24 (PL)
DocCheck Faces (D) Dooox (D,Global)Esanum (D,AT,CH,
F,ES,IT)Docactus (F)
Egora (F)iVrach (RU)
Significant growth
UK and Germany lead
Driving global alliances
iVrach.comFirst in Russia
50k members since July 2010
Most popular discussions- HC system- Drugs- Homopathy
‘…physicians’ social networks in Russia will very soon become a major communication channel for the medical community.
…the social media format addresses the existing challenges of medical information exchange between professionals in the best way possible.’
Oxana KolosovaManaging Partner iVrach.com25 August 2011
konsylium24.plLargest in Poland
Aim is ‘collaboration, discussion, exchange of opinion’
30% of Polish HCPs using
Most discussed topic: clinical issues
Opportunities
P2P dialogue on specialist fora
UK, France, Germany, Austria,Switzerland, France, Spain,
Sweden, Portugal, USA, China, Korea, Japan,
Australia, Latin America
Meded + CME + P2P
Formidable reach
Community
engagement
Medical education
Barriers to P2P engagement
No internalengagement
guidelines
No community engagement
guidelines
1
Closedmarketingmindset
Regulatory uncertainty
2 3 4
1
Closedmarketingmindset
How do I brand?
Involves cross-functional collaboration
Too many unknowns
2
No internalengagement
guidelines
Secure support from Medical
Develop guidelines with Medical & Legal
Think globally
2
No internalengagement
guidelines
MedicalFamiliar with SM etiquette Pharmacovigilance training
Compliance training
Above allHas capacity
2
No internalengagement
guidelines
Guidelines Dealing with off-label questionsUse SOP Dealing with AEsUse SOP
Approvals for posts 4-eyes principle
Open identitiesAffiliation & CV
2
No internalengagement
guidelines
Global
Is the SN global?
Consider labelling &compliance issues
Consult Legal in markets impacted
Inform co-marketing partners
3
No community engagement
guidelines
‘Permission’ for pharma to participate?
Agreement with spirit and letter of pharma’s internal engagement guidelines?
4
Regulatory uncertainty
Has pharma consulted regulators?
Has SN ownerconsulted regulators?
Have engagement guidelines been agreed to by regulators?
Asia PacificEmergingopportunitiesBreakneck growth
Gargantuanmembership numbers
Good Doctor’s Forum (CN)China Asthma Alliance (CN)
dxy.com (CN) China obgyn.net (CN)
Orthochina (CN)Public networks (BBS) (CN)
Indiaheartbeat.com (IN)Doctors Hangout (IN)
Doctor.VG (IN)Medtitans (IN)
Protomedica (IN)HelloDr (IN)
Smartdoc (IN)M3.com (JP)
MedPeer (JP)Carenet (JP)
NM Online (JP)MT Pro (JP)
Medigate( KR)eHealthspace (AU)
New Media Medicine (NZ)
Combining community with medical education
2 pharmas preparing to engage
10k members in 1 year
Co-founder Stephen Barnett
haoyisheng.com 1.9 m members
Meded & CME
Aligning services to government needs
Multichannel options for pharma
CEO Gao Zhan
Hospital doctors890,313
Pharmacists117,765
Senior nurses792,641
Medical technicians108,422
Haoyisheng membership status September 2011
40% of Chinese physicians
‘Education, clinical experience sharing and communication with patients will be the main areas…’
Felix ShanHaoyisheng19 September 2011
The future
dxy.cn 2.4 m members
Focus on community and R&D
Over 100 speciality areas
Founded 2000
39% prefer
Unique opportunities to developauthenticated networks
61% indifferent+ prefer no login
65% prefer
35 % indifferent+ prefer no login Manhattan Research,
Taking the Pulse Asia v10, 2010
Increase trust…increase value
Speciality communities addressing needs of HCPs & Chinese HC Reform
Peer-2-peerengagement
Medical education & CME
Unique partnering opportunities for pharma
• Kristina Ahlström, MedUniverse, Sweden• Richard Allcorn, Amiculum Ltd, UK• Dr Stephen Barnett, e-healthspace, Australia• Sam Flemming, CIC, China• Kamalesh Goswani, e-media, Australia• T R Harrington, Darwin Marketing, China• Ross Homer, QuantiaMD, USA• Oxana Kolosova, iVrach, Russia • Dan Lepko, Sermo, USA• Felix Rademacher, Coliquio, Germany• Kathy Ruggeri, Within3, USA• Joel Selzer, Ozmosis, USA• Felix Shan, Haoyisheng, China • Jason Smith, Doximity, USA • Gareth Thomas, doctors,net.uk, UK• Gao Zhan, Haoyisheng, China• Rachel Zhang, CIC, China
Sincere thanks to the following for their help and advice in developing this presentation
[email protected] T: + 49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes Lkn: www.linkedin.com/in/lenstarnes Twt: www.twitter.com/lenstarnes Ssh: www.slideshare.net/lenstarnes
Len Starnes