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The Digital Metamorphosis of the Pharma Industry
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
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
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
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
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’
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’
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
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