Fish where the fish are: Increasing reach and influence through physicians' social networks
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Presentation first given at EyeforPharma's Emerging Markets Commercial Excellence conference, 15 - 16 November 2011, Berlin. Content is developed from previous analyses of physicians' social networks but with a focus on emerging markets, Russia, China and India in particular.
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Fish where the fish are: Increasing reach and influence through physicians' social networks
- 1. Fish where the fish are Increasing reach and influence through physicians’ social networks Emerging Markets Len Starnes Len Starnes Marketing & Sales Head of Digital Commercial Excellence Digital healthcare consultant General Medicine 15 – 16 November 2011
- 3. ‘Merely adding more and more sales reps on the ground in a traditional sales model does not seem an appropriate model for the future’ KPMG on emerging markets Future Pharma, KPMG, August 2011 http://www.kpmg.com
- 4. Agenda 1 Learnings & prognoses 2 Emergent global alliances 3 Russia 4 China & India
- 6. Sustained growth Membership of physicians’ social networks 3m 2m Today 1m > 70 networks > 3 m members 2007 2008 2009 2010 2011 2012
- 7. Asia Pacific dominates Asia Pacific inc China & India 2.0 m members Americas & Europe inc Mexico, Brasil, Russia 1 m members
- 8. 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
- 9. Collaboration track record Market research Surveys, opinions, trends Meded & promotion CME, eDetailing Engagement Peer-to-peer dialogue Building hybrid models Community, content & services
- 10. What do physicians really want from pharma? Fast, simple, reliable answers to product questions Peer-to-peer interaction Rep-like services and trusted feedback but on members’ terms Source: Joel Selzer, Ozmosis, February 2010
- 11. Opportunity to engage KOLs Expert opinion 27 comments 6 countries including Brasil
- 13. Future is in the flow Shifting from nice to have… …to integrated clinical & administrative hospital tool Seamless collaboration Improved clinical outcomes Reduced costs
- 15. Network of networks May 2011
- 16. Global network August 2011
- 17. Unique opportunities Engage 18 markets Extend including Brasil, reach China, Mexico Merge the best Think globally of global with the act locally best of local
- 18. Russia
- 19. Increase reach Gain access
- 20. iVrach.com First in Russia 50,000 members 90% from RU & UR Most popular fora: HC system Drugs Homopathy
- 21. Trusted more than print or conferences Pharma opportunities Live & on-demand CME eDetailing P2P engagement?
- 22. ‘…physicians’ social networks in Russia will very soon become a major communication channel for the medical community.’ Oxana Kolosova Managing Partner iVrach.com 25 August 2011
- 23. China & India
- 24. The power of digital collaboration in China
- 25. dxy.cn 2.6 m members Focus on community and R&D Over 100 speciality areas Founded Founder Stanley Li 2000
- 26. Meeting real-world needs Integrating Developing with clinical mobile workflow services Understanding urban vs rural preferences
- 27. Monitoring Pharma needs Most popular Introducing Case reports behavioural KOL seminars targeting Surveys But why no P2P engagement?
- 28. haoyisheng.com 1.9 m members Meded & CME Aligning services to government needs Multichannel options for CEO Gao Zhan pharma
- 29. 40% of Chinese physicians Medical technicians Hospital doctors 108,422 890,313 Senior nurses 792,641 Pharmacists Haoyisheng membership status September 2011 117,765
- 30. The future ‘Education, clinical experience sharing and communication with patients will be the main areas…’ Felix Shan Haoyisheng 19 September 2011
- 31. Indian Paradox Doctors Hangout Docglobal SMTSN Medtitans Protomedica HelloDr Smartdoc Jivisha
- 32. Significant membership 49% of online Indian doctors using physicians’ social networks Manhattan Research, Taking the Pulse Asia v10, 2010
- 34. Indian doctors prefer authenticated networks 65% prefer 35% indifferent Manhattan Research, Taking the Pulse Asia v10, 2010
- 35. Increase trust… increase value Create authenticated speciality communities Develop meded Offer P2P & high-value engagement services Unique partnering opportunities for pharma
- 36. Think beyond sales reps ‘…expect around 80% of physicians [in India] to be social- media enabled in the next 3-5 years with mobile access being a major driver’ Rajesh Acharya, Founder DocGlobal India, 12 November 2011
- 37. 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