Presentation first given at the EphMRA 360 Future conference, Paris, June 19 - 21, 2012. Explores current pharma market research opportunities on physicians' social networks in Europe, the Asia Pacific region and the USA.

1. Market research
at the
speed of light
The 360 Future
Len Starnes
Len Starnes Marketing & Sales
Head of Digital EphMRA 2012, Paris
Digital healthcare consultant
General Medicine 19 – 21 June 2012

2. Time to leverage SM
‘The more people see two-way
engagement and being able to
interact with people all over
the world, I think the less they
want to be involved in structured
research’
Joan Lewis, Global Consumer and
Market Knowledge Officer, P&G

3. Physicians’
social networks 4
Future
1
3
Dimensions 2
Opportunities
Flavours

4. Dimensions

5. Sustained growth
Membership of
physicians’
social networks
3m
2m
Today
1m
> 70 networks
> 3 m members
2007 2008 2009 2010 2011 2012

6. Asia Pacific dominates
Asia Pacific
inc China & India
2.0 m members
Europe & Americas
inc Mexico, Brazil, Russia
1 m members

7. Asia Pacific
Turbo-charged
Breakneck growth
Gargantuan
membership
numbers

8. Haoyisheng (Good Doctor) (CN) DelloDr (IN)
dxy.cn (Lilac Garden) (CN) Smartdoc (IN)
China Asthma Alliance (CN) M3.com (JP)
China obgyn.net (CN) MedPeer (JP)
Orthochina (CN) Carenet (JP)
Indiaheartbeat.com (IN) NM Online (JP)
Doctors Hangout (IN) MT Pro (JP)
Doctor.VG (IN) Medigate( KR)
Medtitans (IN) eHealthspace (AU)
Protomedica (IN) New Media Medicine (NZ)

9. haoyisheng.com
1.9 m members
Integrated
MR options
Aligning
services to
needs of
HC reform
CEO Gaoz Zhan

10. 40% of Chinese physicians
Medical technicians Hospital doctors
108,422 890,313
Senior nurses
792,641 Pharmacists
Haoyisheng membership status September 2011 117,765

11. Europe
Global reach
Significant growth
UK and Germany
lead
Driving global
alliances

12. doc2doc (Global) Esanum (D,AT,CH,
Doctors.net.uk (UK) F,ES,IT)
Coliquio (D,CH,AT) Docactus (F)
MedUniverse (SE) Egora (F)
Medcenter (ES,P) Dottnet (I)
Konsylium24 (PL) iVrach (RU)
DocCheck Faces (D) Doktorsitesi (TK)

13. Steady growth in
use and interest
70%
Using + very interested
+ somewhat interested
Manhattan Research, Taking the Pulse Europe, 2011
1207 doctors surveyed in Germany, France, Italy, Spain, UK

14. Global network May 2012

15. doktorsitesi.com
Largest in Turkey
Developing
range of new
MR solutions
MR clients include Partnering with
Novartis, Pfizer IMS, IPSOS

16. USA
Consolidating
Significant shake-out
last 2 years

17. Sermo Within3
Par80 Rad Rounds
Physician Connect MyPacs
CardioExchange MedTrust
Healtheva MedicSpeak
Relaxdoc Syndicom Spineconnect
SocialMD QuantiaMD
Doximity MDsConnect
Clinical Village Mdlinx
iMedExchange CareConnectix
Ozmosis Medversation
Medical Plexus Student Doctor Network

18. First to offer MR in 2007
Continuously evolving
sophisticated solutions
19/20 top pharmas

19. Flavours

20. Crucial distinction
Artificial Real
physicians’ physicians’
communities communities
Built for MR, Motivated docs,
invitation only, spontaneous
incentive driven interactions
Different reactions & insights

21. Trust

22. Trust & value depend on
transparency
Very
high
High
Low
No Authentication Rig authentication
authentication + pseudonym + open ID

23. Reach

24. Common business models
MR MedEd Sponsored Virtual
& promotion areas ad boards

25. Opportunities

26. Peer-to-peer
engagement
Fora Surveys
mining Options or polls
Sponsored
Panels discussions

27. Peer-to-peer Pharma docs
become community
Simple members
but incredibly
difficult Engage with open
identity
Observe
evolving opinion &
iterative discussion

28. Global
discussion
3,896 cardiologists 28.1.12
2 most commented
discussions focused
on Boehringer’s dabigatran

29. Fora
Interrogate all
mining fora posts
Take the pulse
Search for topic
of the entire using key words
community & phrases
Harvest and
analyze
relevant posts

30. 11-month
snapshot

31. Most comments:
37% oral admin

32. Surveys Typically within
or polls 24 – 48 hours
Fast Target multiple
quantitative specialities, by
insights demographics or
other criteria
Reach broad
cohort of interested
physicians

34. Surveys in China:
Integral part of MedEd programmes
haoyisheng.com

35. Panels
In-depth Target specific
group of doctors
qualitative
research Closed discussion
Virtual focus
groups or advisory
boards

36. Sponsored
discussions Different to traditional
MR panels
Start
Anyone can join in
Set time
Guest expert may
moderate
Client may participate

37. Speed & cost benefits
Lower
Physicians’
social
Increasing
sample size networks
Cost
Traditional
MR methods
Higher
Slower Speed Faster

38. Future

39. Work-flow
integration
Ubiquitous Global
mobility networking
Even
faster

40. Sincere thanks to the following for their help
in developing this presentation
• Kristina Ahlström, MedUniverse, Sweden
• Stina Solerud Ahlström, MedUniverse, Sweden
• Erden Asena, Doktorsitesi, Turkey
• Anna Garofalo, medeConnect Healthcare Insight, UK
• Oxana Kolosova, iVrach, Russia
• Bob MacAvoy, Doximity, USA
• Jonathan Michaeli, Sermo, USA
• Felix Rademacher, Coliquio, Germany
• Tim Ringrose, doctors.net, UK
• Felix Shan, Haoyisheng, China
• Gao Zhan, Haoyisheng, China
• Heike Zipf, Coliquio, Germany
Acknowledgement
To Paul Greenberg, author of CRM at the Speed of Light,
for inspiring the title

41. Len Starnes
lenstarnes@googlemail.com
T: + 49 30 781 5513
M: + 49 172 1788253
Skype: lenstarnes
linkedin.com/in/lenstarnes
twitter.com/lenstarnes
slideshare.net/lenstarnes