1. New Ways to Reach Dr’s
• Viral Marketing
• Blogging
• E detailing
• Using Social Net Works
• Creating New SN specifically for Doctors

2. Healthcare Professionals’
Social Networks
The Beginning of the End
of Pharma Marketing
as We Know it?

3. Agenda
The Big Bang
Global dimensions
Business models and partnering options
Key learnings
Ubiquitousness and marketing in this era

4. Healthcare professionals’ social networks
The
Big
Bang

5. 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

6. Transforming the way
medical information is
exchanged
It’s all about…
Pharmaceutical
industry
Initiating an open and
honest discussion
Medical
profession

7. Healthcare professionals’ social networks
Global
dimensions

8. USA
dominant
Some Dr.Specific Networking Sites
Sermo
Physician Connect
Student Doctor Network
Healtheva
Relaxdoc
Number of networks
Diversity of networks
Business models
Attracting VC
Pharma participation
First learnings

9. 100,000
members
each

10. ROW
emerging
India Leading the Pack
New Zealand making up
for geographical isolation
Who will be first to launch
in China?
Latin America stirring
Doctors Hangout (IN)
Doctor.VG (IN)
New Media Medicine (NZ)
Samag Blogspot (LA)
Sermo (2009/10?)

11. Healthcare professionals’ social networks
Business models
& partnering options

12. 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 prtnrs
or unknown
Authentication,
associations
only, 1 country
or int, pharma
prtnrs
Open access,
all specialities,
I country or int,
pharma prtnrs?
Private
ownership
Sermo
Doctor Connect
Ozmosis
Relaxdoc
Clinical Village
iMedExchange
Within3
Peer Clip
Doctors.net
OnMedica
Coliquio Esanum
Spineconnect
Rad Rounds
MyPACS
Med Trust(onc)
Sosido
Dooox
Sdt Doc Network
Healtheva
SocialMD
Tiromed
MedicSpeak
MedicalPlexus
DoctorNetworking
DocCheck Faces
Doctors Hangout
Doctor.VG
New Media
Medicine
Samag Blogspot
Medical
society
ownership Doc2Doc(BMA) Asklepios(CMA)

13. Not all networks
are equal

14. 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

15. Room for a long tail of
high-value niche players

16. 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

17. Key
learnings
Healthcare professionals’ social networks

18. Group dynamics of HCPs
Sharing
information
Learning from
one another
Becoming better
doctors together

19. High levels of interest
in HCPs’ social networks
Physician Online Communities: Social Networking
Manhattan Research, Taking the Pulse v8.0, 2008
60%
Already using + very interested
+ somewhat interested
40%
Not at all
interested

20. Membership growing everywhere
Network
marketing
New tools
& services
Source: Coliquio

21. 55 – 59
age group
dominates
Not just younger HCPs

22. Majority of HCPs welcome
pharma participation
Physician Online Communities: Social Networking
Manhattan 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

23. Finding Pfizer physicians able
to talk openly and honestly
is 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

24. 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

25. Internal
challenges

26. Who gets the ‘seat’?

27. Market
Research
Medical &
Scientific
Marketing
Not a trivial issue

28. Costs
Number of seats
Quantity/scope/duration of options
Types of partnering options

29. Healthcare professionals’ social networks
Ubiquitousness
and marketing
in 2020

30. Networks will scale-up & network

31. Number of members
Network
value Reed’s Law
2N Metcalfe’s
Law N2
Range of
HCPs’ SNs
Value will increase significantly

32. During the next decade
Large-scale
HCPs’ SNs
Routine use
of SNs
by doctors
More doctors
expecting
e-self service
from pharma
Dwindling of
sales forces
Predominance
of e-savvy
doctors
Doctors
willing to
engage with
pharma on SNs

33. Inevitable shift
Less
selling
More
dialogue
Fewer
sales
reps
Multi-disciplinary
engagement
teams

34. Marketing & sales reinvented
Observe real-world
experience of using
drug
Respond to
Feedback
Pre-launch Growth Maturity
Initiate 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 business
plans & forecasts

35. 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 Networking
Manhattan Research, Taking the Pulse v8.0, 2008

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

37. What will influence physicians’
prescribing behaviour more?
Open dialogue
on social
networks
or
Pharma
marketing
as we know it