The document summarizes key topics from the 2nd Digital Pharma Europe conference in 2010. It discusses the growing influence of social media and digital technologies on the pharmaceutical industry, including how patients use online health information and social networks. It also outlines different approaches companies can take to engage with social media, from monitoring to direct participation, as well as challenges in using new digital tools for areas like market research.

1. HIGHLIGHTS FROM EXL PHARMA’S 2nd DIGITAL PHARMA EUROPE March 29-30, 2010 Berlin, Germany

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. Ageing populations Influence of E7 countries Soaring cost of healthcare Pay for performance Influence of payers Patient empowerment Personalized medicine R&D not delivering Fewer blockbusters Emphasis on prevention Catastrophic image of pharma Digitally-mediated behaviours

4. How do we organizefor social media?

5. What have we learnt from mistakes?

6. How do we measure SM success or failure?

7. Approaching the use of social media

8. A communication explosion Source: Tim Holden, digital creative @nothingelseis

9. 8 in 10internet users go on-line for health information (KruResearch 2010) >1000facebook communities around chronic illnesses Social networks will become hugely influential in patients‘ health decision making

10. Tipping the toes into the waters of web 2.0

11. Jump right in? Learn & understand Explore

12. Market and Competitor monitoring Exploration as PR tactic L.I.E.* Listen Inform Engage Market research tool Netnography *Kevin Kruse, KruResearch

13. Multiplier Effects in the Social Web 1 web posting published (active) 10 times commented (reactive) 1.000 times read (passive) Source: Nielsen BuzzMetrics

14. Basic Types of Web-based Research Use of the Social Web as an object of research and data source Use of web-based technology as a research tool Source: GIM Gesellschaft für Innovative Marktforschung, Germany

15. Netnography…. what is it about? Netnography is about listening closely to the Social Web: a qualitative method to systematically mine opinions, communicative patterns, moods and decision processes from online communication. Sources for Netnographyinclude all areas of the web containing user-generated content: blogs, forums, social networks, communities. Source: GIM Gesellschaft für Innovative Marktforschung, Germany

16. Still very new WEB 2.0: Lack of resources 24 / 7 Concerns about legal / regulatory / competitor issues Acknowledgement that web 2.0 is growing in importance Useful market research tool

17. For discussion…..

18. For discussion…..

19. For discussion…..

20. For discussion…..

21. Want to attend next year’s conference? For additional information on ExL’s Digital Pharma Conferences, please visit www.exlpharma.com