Introductory presentation to an EphMRA Masterclass workshop follow-up webinar given 6 December 2012. The original Masterclass workshop was delivered in Paris June 2012 at the EphMRA '360 Future' conference.
The full recorded webinar will be made available to EphMRA members later in 2013
4. Customer insights:most critical
investment area for life sciences
Customers 76%
Markets 67%
Operations 53%
Supply chain 51%
Sales 49%
HR 35%
Insights: areas
Risk mgt 31% of improvement
most wanted by
Financials 29%
CEOs
Source: Global CEO Study 2012, IBM Institute for Business Value
5. CEOs want to understand
individual customers better
Understanding individual
customer needs
76%
Response time to market
needs 75%
Including customers in
47%
product/service life cycle
Harmonizing customer
43%
cross-channel experience
Increasing transparency &
38% Change needed
corp accountability
to meet customer
Social/environ responsibility 29% needs next
3 – 5 years
Source: Global CEO Study 2012, IBM Institute for Business Value
7. Monitoring historical convos
#1 SM activity 2012
Monitor
historical convos 89%
Post content 62%
Post trad
PR content 54%
Monitor convos
50%
in real time
Actively engage 39% % respondents
Digital Healthcare
Announce Coalition Landscape
39% Study, Oct 2012
product updates
8. Pharma set to
spend more on SM
80%
of US pharmas
will spend more
on SM marketing
in 2013
Digital Healthcare Coalition Landscape Study, October 2012
http://digitalhealthcoalition.org/news/dhc-2012-executive-landscape/
9. Increased monitoring 2013
1 Monitor/analyze historical convos
2 Post content – FB, YouTube, Twitter
3 Monitor/analyze convos in real time
4 Replace traditional PR channels
5 Actively engage 121,12many, many2many
6 Announce critical product updates
Digital Healthcare Coalition Landscape Study, October 2012
http://digitalhealthcoalition.org/news/dhc-2012-executive-landscape/
11. 10 compelling reasons to
use doctors’ social networks
Prime target audience
Fewer regulatory issues
Fishing where the fish are
Geographical segmentation
Speciality segmentation
Global proliferation
Established MR models
Insights expertise
Rapid results
Lower costs
12. Global phenomenon
Membership of
physicians’
3m social networks
2m
Today
1m
> 80 networks
> 3.5 m members
2007 2008 2009 2010 2011 2012
13. doc2doc (Global)
Doctors.net.uk (UK)
Coliquio (D,CH,AT)
MedUniverse (SE)
Medcenter (ES,P)
Konsylium24 (PL)
DocCheck Faces (D)
Dooox (D,Global)
Market research Esanum (D,AT,CH,
F,ES,IT)
Cornerstone Docactus (F)
of community Egora (F)
business models Doktorsitesi (TK)
iVrach (RU)
14. Peer-to-peer
engagement
Qualitative
Fora Quantitative
Surveys
mining Real-time or polls
Historical
Sponsored
Panels discussions
19. Insights for strategic and
tactical decision making
Unmet needs
Real-world data
Brand sentiment
Compliance issues
The patient journey
New patient services
Patient opinion leaders
New product development
Collaboration opportunities
20.
21. Strategic partnerships to capture
real-world insights
Most recent:
Merck partnership
on psoriasis to:
‘Improve disease
management’
‘Enhance patient
experience’
22. Boehringer Engelheim’s
SM dashboard
Monitors SM activity about BI
Identifies positive, negative
& neutral comments
Tracks real-time sentiment