Presentation by Len Starnes of Bayer Schering Pharma on Healthcare Social Networking during iStrategy Sydney 2010

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

3. Two formidable
hurdles…many latent
opportunities

4. Pharma abhors a
regulatory vacuum

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

6. Social
networking
Public relations
Consumers
& patients
Non-traditional
HC partners
Knowledge
sharing &
collaboration
Physicians
High-impact zones
R&D
& Clinical
Governance &
organization

7. Physicians

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

9. Physicians’
social networks
Ubiquitous
Transformational

10. The power to transform
the exchange of medical
information
Pharmaceutical
industry
Peer-to-peer dialogue
Medical
profession

11. 2010200920082007
Growth in physicians’
social networks
Today
> 70 networks
> 3m members
Membership
1m
2m
3m
2011

12. 115,000
members
each

13. 180k members
Pan-European
network 2011
First authenticated
global network
34k members
214 countries

14. www.dxy.cn
Largest network
in China
1,700,000 members

15. 16%
Using +
very interested
53%
Somewhat
interested
31%
Not interested
+ do not know
Majority of Australian doctors
using or interested in HCPs’
social networks
Taking the Pulse Asia v09,
Manhattan Research 2008 - 2009

16. 1843
1528
656 622
1558
0
1000
2000
USA Australia India Ireland Malaysia
Registered
users
Nov 2010
Australian doctors
2nd largest ex-UK user group

17. Australia’s 1st
true doctors’
social network
Content +
community
Launched
September
2400
Members*
*Status 16.11.10
www.e-healthspace.com.au

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

20. R&D
Clinical
research

21. ‘Patients are
the invisible
stakeholders’
ePatient Dave
BlogWorld
October 2010

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

29. PR
Image:
eDrug Research.com

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

32. JnJ is showing how to build trust again

33. Marc Monseau is the human
face of J&J on the internet…
…and a
social
media
evangelist

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

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

36. Empowered
to engage
the blogging
health
community

37. Other pharmas are committing
to more transparency
Recognizing
the ubiquity &
benefits of SM
Urging staff
to become
SM scouts

38. Pharma will become more…

39. Lkn: www.linkedin.com/in/lenstarnes
Twt: www.twitter.com/lenstarnes
Ssh: www.slideshare.net/lenstarnes
Opinions expressed in this presentation are entirely those
of the author and do not necessarily reflect those of his
employer
Len Starnes