Healthcare Social Networking | Len Starnes, Bayer | iStrategy Sydney
1. Healthcare Social
Networking
Is the Australian pharma industry
ready to join the conversation?
Len Starnes
Head of Digital Marketing & Sales
General Medicine
iStrategy Sydney
Sydney
24 – 25 November 2010
Len Starnes
Bayer Schering Pharma
2. ‘We are living
in the middle
of the largest
increase in
expressive capability in the
history of the human race’
Clay Shirkey, Here Comes Everybody, 2008
5. Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA
Risk averse
Authoritative sources
Privacy & security
regulated
Long lead times
Controlled access to
data & information
IP
Risk taking
Crowd wisdom
Open to all
Rapid deployment
Anyone may
contribute/distribute
Open source
A clash of cultures
8. Next decade
Predominance
of e-savvy
physicians
Routine use of
SNs by majority
of physicians
Dwindling of
sales forces
Predominance
of multi-channel
engagement
models
More physicians
expecting
e-self service
from pharma
More physicians
willing to engage
with pharma
on SNs
18. Strategic partnering options
Observation Research Engagement
Unmet needs
Treatment trends
Drug usage monitoring
Early identification
of critical issues
Post questions to a
specialist community
Conduct surveys
Establish panels based
on pre-selected criteria
Participation by
pharma physicians
Support speciality
communities
Post information
germane to discussions
19. Physicians want
Source: Joel Selzer, Ozmosis, February 2010
Fast, simple, reliable answers
to product questions
Peer-to-peer
interaction
and trusted
feedback
Customer
services but on
members’ terms
22. Patients are talking to
one another, learning from
one another, making
treatment recommendations
and…
sharing quantitative
personal health data
23. The data-driven community
Patients share
structured
information about
their disease to
help themselves
and others
Quantifiable, measurable, actionable
24. Insights on drug usage
in the real world
3016
patients
1029 patient
evaluations
Status 8.11.10
25. ‘In future the
less private
you are, the
longer you’ll live’
Jamie Heywood
Co-founder &
Chairman
PatientsLikeMe
26. New industry partnerships
forming to capture real-world
experiences
‘…the community will generate
patient-reported outcomes that
may help UCB better understand
how patients live with epilepsy
and help advance epilepsy care’
Peter Verdu, VP Clinical Research, UCB, 2009
27. Demonstrable
high-level vision
‘…will shape the
way we do our work,
and ultimately help
improve transplant
patient outcomes
now and in the
future.’
Joe Jiminez
Novartis CEO, 2010
28. ALS Star trial
Parkinson’s community
Clinical trails awareness
PLM exemplifies a new breed
of non-traditional
healthcare partners
30. Mistrust between
industry and consumers
Broken trust between industry
and the medical profession
Ethos of the industry is
constantly called into question
31. Trust is crucial for survival
‘We need to foster trust between
pharma and academic and
scientific communities so that we
can work together to create the
innovative breakthroughs that will
fulfil unmet needs and benefit
patients everywhere’
Paul Stoffels
Head of Global R&D, Johnson & Johnson