Len Starnes Eye4Pharma

1. Why physicians’
social networks will
be crucial for your
marketing strategy
Len Starnes
Len Starnes
Len Starnes Digital Healthcare
Head of Digital Marketing & Sales
Research & Consulting
General Medicine

2. Agenda
1 Learnings 2009 – 2011
2 USA
3 Europe
4 Asia Pacific

3. 2009 Almost 80% said yes

4. No significant
2011
change

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 region
dominates
USA & Europe Asia Pacific
1 m members 2.0 m members

8. Influence on Rx decisions high
100
Influence
% online HCPs
Consulting with
80 Colleagues in person
Offline journals
Online journals
HCPs-only portals
60 (social networks)
40
Sales
20 reps
Pharma
websites Weekly/daily use
% online HCPs
Manhattan Research, 20 40 60 80 100
Taking the Pulse v11.0, 2011

9. Inevitable fusion
Pure-play Medical education
social providers,
networks news aggregators

10. Collaboration track record
Observation
Treatment trends, unmet needs
Research
Surveys, opinion
Engagement
Peer-to-peer dialogue
Building hybrid models
Community, content & services

11. Pharma using as
1-way channel
Instead of
2-way engagement platform

12. Notable inertia by network
owners on P2P engagement
Reluctant
to seek communities’
opinion
Reluctant Reluctant
because no to encourage
revenue pharma
generated

13. What do physicians
really want from pharma?
Fast, simple, reliable answers
to product questions
Peer-to-peer interaction Rep-like services
and trusted feedback but on members’ terms
Source: Joel Selzer, Ozmosis, February 2010

14. Sermo
Physician Connect
Student Doctor Network
Healtheva
Relaxdoc
SocialMD
Doximity
Clinical Village
iMedExchange
Ozmosis
Medical Plexus
Within3
USA Rad Rounds
MyPacs
Consolidating MedTrust
MedicSpeak
Peerclip
Significant shake-out Syndicom Spineconnect
QuantiaMD
last 2 years MDsConnect
MDlinx

15. HCPs’ acceptance up 10%
69%
Using + very interested
+ somewhat interested
60%
Using + very interested
+ somewhat interested
2011
2008
Manhattan Research, Taking the Pulse v8.0, 2008 Manhattan Research, Taking the Pulse v11.0, 2011

16. Thought
leadership
3545 cardiologists 22.9.11
2 most commented
discussions focus on
Boehringer’s Dabigatran

17. Expert opinion
27 comments
6 countries

18. doximity.com
Mobile
community
For HCPs on the move
using mobile devices
(iPhone/Pad, Android)
Aims to solve HCPs’
communications problems
Unique HIPPA-compliant
Jeff Tangney, CEO (secure) messaging
(ex CEO Epocrates)

19. Future may be in the flow
The future of physicians’
social networks lies in
‘social content
management
and workflow
optimization’
Joel Selzer
CEO Ozmosis
19 September 2011

20. Collaborative productivity
Shifting use from
nice to have
Seamless collaboration
Essential tool in
Increased efficiency clinical practice
Increased productivity
Improved clinical outcomes Hospital
Reduced costs HC systems

21. doc2doc (Global)
Doctors.net.uk (UK)
Coliquio (D,CH,AT)
MedUniverse (SE)
Medcenter (ES,P)
Konsylium24 (PL)
Europe DocCheck Faces (D)
Heterogeneous Dooox (D,Global)
Esanum (D,AT,CH,
Significant growth F,ES,IT)
UK and Germany lead Docactus (F)
Egora (F)
Driving global iVrach (RU)
alliances

22. iVrach.com
First in Russia
50k members
since July
2010
Most popular
discussions
- HC system
- Drugs
- Homopathy

23. ‘…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 Kolosova
Managing Partner iVrach.com
25 August 2011

24. konsylium24.pl
Largest in Poland
Aim is ‘collaboration,
discussion, exchange
of opinion’
30% of Polish HCPs
using
Most discussed topic:
clinical issues

25. Network of networks
May 2011

26. Global network August 2011

27. Opportunities
UK, France, Germany, Austria,
Switzerland, France, Spain,
Formidable
Sweden, Portugal, USA,
reach
China, Korea, Japan,
Australia, Latin America
Community P2P dialogue on
engagement specialist fora
Medical Meded +
education CME + P2P

28. Barriers to P2P engagement
1 2 3 4
Closed No internal No community Regulatory
marketing engagement engagement uncertainty
mindset guidelines guidelines

29. 1 How do I brand?
Involves cross-
functional
Closed collaboration
marketing Too many
mindset unknowns

30. 2 Secure support
from Medical
Develop
guidelines with
No internal Medical & Legal
engagement
guidelines Think globally

31. Familiar with
Medical SM etiquette
Pharmacovigilance
2
training
Compliance
training
No internal
Above all
engagement
Has capacity
guidelines

32. Guidelines Dealing with off-label
questions
Use SOP
2 Dealing with AEs
Use SOP
Approvals for posts
No internal 4-eyes principle
engagement
guidelines Open identities
Affiliation & CV

33. Global
2 Is the SN global?
Consider labelling &
No internal compliance issues
engagement Consult Legal in markets
guidelines impacted
Inform co-marketing partners

34. 3
‘Permission’ for pharma
to participate?
No community
Agreement with spirit
engagement and letter of pharma’s
guidelines internal engagement
guidelines?

35. Has pharma
consulted
regulators?
4 Has SN owner
consulted
regulators?
Have engagement
Regulatory guidelines been
uncertainty agreed to by
regulators?

36. 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)
Asia Pacific Medtitans (IN)
Protomedica (IN)
Emerging HelloDr (IN)
Smartdoc (IN)
opportunities M3.com (JP)
MedPeer (JP)
Carenet (JP)
NM Online (JP)
Breakneck growth MT Pro (JP)
Medigate( KR)
Gargantuan eHealthspace (AU)
membership numbers New Media Medicine (NZ)

37. 10k members in 1 year
Combining
community
with medical
education
2 pharmas
preparing to
engage
Co-founder Stephen Barnett

38. haoyisheng.com
1.9 m members
Meded & CME
Aligning
services to
government
needs
Multichannel
options for
CEO Gao Zhan pharma

39. 40% of Chinese physicians
Medical technicians Hospital doctors
108,422 890,313
Senior nurses
792,641 Pharmacists
Haoyisheng membership status September 2011 117,765

40. The future
‘Education, clinical experience
sharing and communication
with patients will be the
main areas…’
Felix Shan
Haoyisheng
19 September 2011

41. dxy.cn
2.4 m members
Focus on
community
and R&D
Over 100
speciality
areas
Founded
2000

42. Unique opportunities to develop
authenticated networks
39%
prefer
65%
prefer
61%
indifferent
+ prefer 35 %
no login indifferent
+ prefer
Manhattan Research,
no login Taking the Pulse Asia v10,
2010

43. Increase trust…
increase value
Speciality communities
addressing needs of HCPs
& Chinese HC Reform
Medical
Peer-2-peer education
engagement & CME
Unique partnering opportunities
for pharma

44. Sincere thanks to the following for their help
and advice in developing this presentation
• 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

45. Len Starnes
lenstarnes@googlemail.com
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