Healthcare Professionals’ Social NetworksThe Beginning of the End of Pharma Marketing as We Know it?

Len StarnesHead of Digital Marketing & Sales General Medicine

Len StarnesHead of Digital Marketing & Sales General MedicineBayer Schering Pharma

Digital Pharma Europe30 – 31 March 2009

BarcelonaSpain

Agenda

The Big Bang

Global dimensions

Business models and partnering options

Key learnings

Ubiquitousness and marketing in 2020

Healthcare professionals’ social networks

The Big Bang

Actually, it all began with sushi…

First reactions

What does it cost?

Is this something really new?

How does it work?

What is Sermo?

Great sushi!

Why is Pfizer always first?

I must talk to my brand teams about this

Black cat cartoon: with thanks to John Mack, Pharma Marketing Bloghttp://pharmamkting.blogspot.com/2007_10_01_archive

Transforming the way medical information is exchanged

Based on Pfizer/Sermo press release 15 October 2007

http://www.sermo.com/news/media/press/pfizer

It’s all about…

Pharmaceuticalindustry

Initiating an open and honest discussion

Medical profession

Healthcare professionals’ social networks

Global dimensions

USA dominant

Sermo Physician Connect

Student Doctor NetworkHealthevaRelaxdocSocialMD

SosidoClinical Village iMedExchange

TiromedOzmosis

Medical PlexusWithin3

Rad RoundsMedTrust

MedicSpeakPeerclip

Syndicom SpineconnectQuantiaMD

Number of networksDiversity of networksBusiness modelsAttracting VCPharma participationFirst learnings

100,000 members each

Built on trust

Real namesFull credentialsVerified identities

Focus onknowledge sharing

Aims to build trust between HCPs & pharma

Canada catching upor waking up?

At least 1000Canadian doctors wish to join Sermo

CMA’s AsklepiosDoctorNetworking

Sermo (2009?)

Europeheterogeneous

BMJ’s Doc2Doc (UK)Doctors.net.uk (UK)

OnMedica (UK)Coliquio(D)

DocCheck Faces (Int’l)DocCheck Faces(D)DocCheck Faces (F)

DocCheck Faces (ES)DocCheck Faces (IT)

Dooox (D) Esanum (D)

Esanum (ES)Esanum (IT)

Esanum (CH)Esanum (AT)

Sermo (2009/10?)

UK and Germany lead

France, Italy, Spain?

Expect Scandinavia & Netherlands to follow soon

Language still a barrier

Forum, news & resource centre

Soft launch Jan 09 2600 members

Open & closed areas Complements eBMJ

Global 120 countries

Focuses on D, CH, AT

10,000 members

3 pharma partnership options

Expanding to other EU countries 09/10

29 organizations 5,400 members

D, CH, AT Seeking pharma partners

Network of medical societies and associations

5 languages 10,000 members

Linkedin model

Doctors, dentists, pharmacists,

veterinary surgeons

ROW emergingIndia hyperactive

New Zealand making up for geographical isolation

Who will be first to launchin China?

Latin America stirring

Doctors Hangout (IN)Doctor.VG (IN)

New Media Medicine (NZ)Samag Blogspot (LA)

Sermo (2009/10?)

Focus on medical students55,000 members

1m page views/month

Medical students today… members of HCPs’ SNs tomorrow

Healthcare professionals’ social networks

Business models & partnering options

Taxonomy

 

Authentication,

all specialities,1 country or int, pharma prtnrs

Authentication, all specialities,1 country or int, non-pharma prtnrs

Authentication or open access,1 speciality,1 country or int,pharma prtnrsor unknown

Authentication, associations only, 1 country or int, pharma prtnrs

Open access,all specialities,I country or int,pharma prtnrs?

Private ownership

SermoDoctor ConnectOzmosisRelaxdocClinical VillageiMedExchangeWithin3Peer ClipDoctors.netOnMedicaColiquio Esanum

SpineconnectRad RoundsMyPACSMed Trust(onc)

SosidoDooox

Sdt Doc NetworkHealthevaSocialMDTiromedMedicSpeakMedicalPlexusDoctorNetworkingDocCheck FacesDoctors HangoutDoctor.VGNew Media MedicineSamag Blogspot

Medical society ownership Doc2Doc(BMA) Asklepios(CMA)      

Not all networks are equal

Survival of the fittest

Stringent HCPs-only membership policies

Evolving vocationally-relevant services

Significant scaling - global aspirations?

Ability to derive knowledge from data

Sanctioned engagement with pharma

Unambiguous data protection policies

Room for a long tail of high-value niche players

Partnering options

Observation Research Engagement

Unmet needs

Treatment trends

Drug usage monitoring

Future Rx volume Unknown side-effects

Off-label usage

Early identification of critical issues

Post questions to a specialist community

Conduct surveys

Establish panels based on pre-selected criteria

Participate in community discussions

Post information and services germane to discussions

Offer CME programmes

Invite to eD programmes

Key learnings

Healthcare professionals’ social networks

Group dynamics of HCPs

Sharing information

Learning fromone another

Becoming better doctors together

High levels of interest in HCPs’ social networks

Physician Online Communities: Social NetworkingManhattan Research, Taking the Pulse v8.0, 2008

60%Already using + very interested

+ somewhat interested

40%Not at allinterested

Membership growing everywhere

Network marketing

New tools & services

Source: Coliquio

55 – 59 age group dominates

Not just younger HCPs

Majority of HCPs welcome pharma participation

Physician Online Communities: Social NetworkingManhattan Research, Taking the Pulse v8.0, 2008

I am interested in interacting with pharma, biotech and device companies on HCPs’ only SNs

59%Strongly agree

+ agree

41%Strongly disagree + disagree

Finding Pfizer physicians able to talk openly and honestlyis a problem

HCPs like open and honest discussions with Pfizer*

Pfizer views initiative as a partnership

Prime interest is driving P2P and Pfizer doctor to non-Pfizer doctor discussions

*Reported at Health 2.0 conference, San Francisco, 22 – 23 October 2008

Helping in daily practice

12

33

65

79

94

0

20

40

60

80

100

1 2 8 16 24

Hours after post was made

% all comments

*Source: Coliquio

Responses to a Coliquio post

Internal challenges

Who gets the ‘seat’?

MarketResearch

Medical & Scientific

Marketing

Not a trivial issue

Costs

Number of seats

Quantity/scope/duration of options

Types of partnering options

Healthcare professionals’ social networks

Ubiquitousness and marketing in 2020

Networks will scale-up & network

Number of members

Networkvalue Reed’s Law

2N Metcalfe’s Law N2

Range ofHCPs’ SNs

Value will increase significantly

During the next decade

Large-scale HCPs’ SNs

Routine useof SNs

by doctors

More doctors expecting

e-self servicefrom pharma

Dwindling of sales forces

Predominance of e-savvy

doctors

Doctors willing to

engage with pharma on SNs

Inevitable shift

Lessselling

Moredialogue

Fewer sales reps

Multi-disciplinary engagement teams

Marketing & sales reinvented

Observe real-worldexperience of usingdrug

Respond to Feedback

Pre-launch Growth MaturityInitiate viral brand awareness

Open dialogue

Listen to customers

Evaluate impact of new brand

Engage appropriate specialities

Dialogue-centric strategies

More effective & lower-cost communications

Better businessplans & forecasts

A new business paradigm

‘In the coming years it will be the norm, rather than the exception, for companies to have access to the information gathered in these forums, and to respond to the information accordingly’*

*Physician Online Communities: Social NetworkingManhattan Research, Taking the Pulse v8.0, 2008

Real-time poll update:http://polls.linkedin.com/poll-results/28204/lakmg

What will influence physicians’ prescribing behaviour more?

Open dialogue on social networks

or

Pharma marketingas we know it

Head of Digital Marketing & SalesGeneral MedicineBayer Schering Pharma

E: leonard.starnes@bayerhealthcare.comT: + 49 30 4681 4877M: + 49 175 438 4521I: www.bayerhealthcare.com

Len Starnes