First presented at Pharma Digital Marketing, Istanbul, 8th February 2012

1. The Digital
Metamorphosis of
the Pharma Industry
Pharma Digital Marketing
Len Starnes
Len Starnes Marketing & Sales
Head of Digital Istanbul
Digital healthcare consultant
General Medicine 8 February 2012

2. 1996 fantasy: digital sales rep

3. Change Agenda
1 & culture
2 Doctors
Sales
5 Trust 3
forces
4 Patients

4. Ageing
populations
Influence of
E7 countries Soaring cost
Patent cliff of healthcare
Influence of payers
R&D not Personalized Patient
delivering medicine empowerment
Fewer blockbusters New business
Catastrophic models
image of pharma Impact of
technology

5. More is different,
faster is different
Philip W. Anderson
PW Anderson, More is Different, Science, 4 August 1972

6. Different means
unpredictable
changes resulting
from extraordinary
increases in scale
Adapted from: PW Anderson, More is Different, Science, 4 August 1972

7. Speed and scale
50m users, 88 days
Graphic: Leon Haland, Time to reach 50m users
http://plus.google.com

8. ‘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

9. Pharma culture clash
Risk averse Risk taking
Authoritative sources Crowd wisdom
Privacy & security Open to all
regulated
Long lead times Rapid deployment
Controlled access to Anyone may
data & information contribute/distribute
IP Open source
Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA

10. Faster in some countries…
…than in others

11. Doctors

12. Emerging digital doctors
‘We’re changing as
a result of social and
technological innovation.
…We’re evolving from
analogue to digital’
Dr Bryan Vartabedian
33 Charts
October 2011

13. Analogue Digital
Info via books & journals Info via web
Uses paper charts Rarely uses pen
Little or no SM presence Connected on SM
Physician centric E-patient centric
Smartphone use minimal Uses smartphone
Core inputs are snail mail Uses digital tools
& email to control inputs
Adapted from The Digital Physician, Bryan Vartabedian, 33 Charts
http://33charts.com/2011/10/digital-physician.html

14. Next 5 years
Digital Using digital Routine use of
doctors tools & professional
predominate processes social networks
Expecting Expecting Unwilling to see
e-self service pharma to be sales reps
options digitally savvy

15. Huge growth in doctors’
social networks
Membership of
physicians’
social networks
3m
2m
Today
1m
> 70 networks
> 3 m members
2007 2008 2009 2010 2011 2012

16. US, Europe and E7 markets
Asia Pacific
inc China & India
2.0 m members
Europe & Americas
inc Mexico, Brazil, Russia
1 m members

17. Influence on Rx decisions high
100
Influence
% online HCPs
Consulting with
80 colleagues in person
Offline journals
Online journals
60 Physicians’
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

18. Global network Aug 2011

19. 11k 2m visitors 1m
doctors per month patients
Market Doctors-only
research eDetailing community

20. New opportunities
Market research
Tracking trends & opinions
Meded & promotion
CME, eDetailing
Virtual advisory boards
KOLs, clinical trials support
Engagement
Peer-to-peer dialogue
Specialist communities
Community, content & services

21. Pharma must learn to
fish where the fish are

22. Sales forces

23. We need to
give doctors
more than the
same
old
detail

24. Dream
machine

25. ‘Big Pharma
stockpilling….’*
All 35 pharma
clients using
6000 iPads
* Eric Newmark, IDC Health Insights Community, May 17, 2011

26. ‘It’s a
tsunami’
Morten Hjelmo,
CEO Agnitio

27. Emerging applications
CLM
Detailing
CRM SFA
Enabling Enriching Motivating

28. Mobile corporate structure & culture
iPad + iPhone for all employees
Reinventing customer relationships
Smaller mobile-enabled SF
SF more targeted, more in touch

29. Pharma must keep pace with
doctors’ evolving expectations
of ‘detailing’

30. e Patients

31. How many patients
are out there?

32. ‘By 2024 patients
will lead healthcare’
Lucien Engelen
Director REshape & Innovation Centre,
Radboud University Nijmegen
Medical Centre, The Netherlands
Founder, ‘The Future of Health’

33. How?

34. ePatient power shift
Expect relationship of
equals with doctors
Rating doctors
& hospitals
Rating health
Patients working as
insurers
empowered drugs
Rating
synchronized groups
& pharmas
Helping one another,
sharing personal health data

35. Data-driven communities
Sharing structured information about their
disease to help themselves and others

36. Real world data
3341
Copaxone
patients
Aggregate SEs
Individual
evaluations
Status 2.2.12

37. Partnerships to capture
real-world insights
‘…may help UCB better
understand how patients live
with epilepsy and help advance
epilepsy care’
Peter Verdu, VP Clinical Research, UCB,
2009

38. Most active worldwide
4,437 patients 236,201 posts 53 posts/patient

39. 5x more active
than German MS patients
12,209 patients 120,504 posts 10 posts/patient
Status: 25 January 2012

40. China also wants patients
to be more proactive*
*http://www.pharmachinaonline.com/Archives/index_1_news.asp?id=435&sortid=28

41. Major pharma challenges
Developing trusted
partnerships
with ePatients
Embracing
future ePatient
leadership

42. Trust

43. Mistrust
between industry
& consumers
Broken trust
between industry
& medical profession
Questionable
industry ethos

44. Time to start building trust again

45. Putting a
human face
of J&J on the
internet
Marc Monseau
Social media
evangelist

46. Empowered to blog and get
JnJ back into ‘The Conversation’

47. Empowered to engage in
‘what’s happening
now’ conversations

48. Hardest challenge will be for
pharma to metamorphose to
become more

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