Online KOLs: Can you choose to ignore them? (2nd Digital Pharma West,2011)

www.empowerresearch.com

Online KOLs: Can You Choose to Ignore Them?

Debjani Deb
Managing Partner

Friday, July 01, 2011 Listen. Learn. EmPower
1

Pharma stakeholders are online today

66% 35% 60%

63%

of online adults search look up a specific Seek Alternative Search for “someone
for health information disease or problem treatments like me” experience

6 out of 10

66% 50% 21%

of Pharma companies of online Physicians of physicians use
Doctors are online use social media refer to Wikipedia Social Media to
connect to KOLs

EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 2

1
Points f i fl
P i t of influence are developing
d l i
amid all the online chatter …

2
…leading to impact on decisions
made….

3
...to the extent which is beyond
the control of Pharma companies

Who is an Online Influencer: The many possible forms

Patients Caregivers Advocacy Grps. Physicians

Amanda Lyn Deanna Runyan- Tuberous Sclerosis KevinMD Blog :
Escamilla: Wall: Association: Leading
A 29 year old A Caregiver, whose A UK charity to destination for
patient of TSC son suffers from promote awareness,
awareness provocative
who regularly TSC, makes use of seek causes and physician
shares her life multiple channels to best possible commentary on
experiences on tell her story and management of breaking medical
Facebook motivate others TSC news


The debate today: Influence vs. popularity

Popularity

Influence


Companies currently are focused on tools, methodology and
ranking

Tools for aggregating
influencer information
across channels

Methodology and
processes to identify
and rank influencers

Profiling and
achieving influencer
data (tool or manual)


Limitations of prevailing perspectives on influencer tracking

Does not take into account
influencer applications

Ignores End
Non customized Applications

Cookie
Does not effectively
Cutters segment influencers
Limitations
Process centric –
P ti
not need centric Comprehensive metrics
measuring impact not defined
Ignores
Impact
Mechanism to measure key
metrics not in place


IN NEXT

MINUTES WE WILL DISCUSS
DISCUSS…
APPLICATIONS OF ONLINE INFLUENCERS

USE CASES

BEST PRACTICES AND CONCLUSIONS


Online influencers can be segmented

Stakeholder type
Physician, patient, caregiver etc.

1

Influence Depth Activity level
Stage of disease 5 2 Active vs. passive
lifecycle influenced influence

Segments

Influence Area Engagement channels
Therapeutic area 4 3 Channels where
or b
brands of influence
d f i fl iinfluence iis prominent
fl i t


Application areas across influencer segments

Adherence
management

Influencing
decisions
4
Crisis
across patient management
g
pathway
Clinical trial HCP advice Physician drug
2 corroboration 7 advocacy
participation
and spreading
results
lt
Regulatory
1 5 Advisory 9
Advocacy
committee
work

3 8
Marketing

6


Use Case 1: Clinical trial participation and spreading results

Blogs
Independent
I d d t
Avalon Love, a Communities
caregiver having Mass Social
thousands of Blogs Media

online followers
followers,
(Facebook,
Blogs You Tube
Tube,

is an active Discussion LinkedIn…)
Groups
proponent of drug
trials for a
Community
Multiple Sclerosis Portal
drug as she is
happy with her
Advocacy Local
Influencer Groups User

Site
Groups
son s
son’s results. Other
Oth
KOLs
Regulators


Use Case 2: Influencing decisions across patient pathway

101,100 357,100
Pharma Visitors Visitors

companies today
track influencers MDJunction is an active
center for Online Support
Featuring over 500
who influence Groups. Acromegaly patient
G A l ti t
communities, including
, g
decision nodes
detailed information on
journey is extensively
treatments and symptoms on
across the discussed by support groups
Acromegaly
in this website
patient pathway.

This helps them
enhance their
advocacy across
disease life cycle Pre
Diagnosis Treatment Lifestyle
Diagnosis


Use Case 3: Regulatory advocacy

TS Alliance was able to
During an FDA generate more than 390
Advisory Panel Congressional visits to urge
hearing, TS
“
increased Federal funding for
Research on TSC is
Alliance TSC research .
having significant impact
constituents on our understanding of
advocate for epilepsy, autism, spectrum
approval of disorder, cancer and
vigabatrin diabetes,
diabetes and the TSC
program is critical to
(Sabril), which is

”
ongoing progress.
eventually
Sherrod Brown
approved by the United St t
U it d States Senator
S t
FDA to treat
infantile spasms


Use Case 4: Adherence management

Earlier Method Advocated Method
Dr. E
D Eugene
Woltering’s blog
educates on
delivery of
y
Sandostatin by
infusion
pump, rather than
by injection in
office setting. Benefits:
This resulted in • Better symptom control
• Allows use of less medication
medication.
higher efficacy and
• Results lower rate of tumor growth.
better treatment.


Use Case 5: HCP advice corroboration

Lauren’s blog Reading this blog has
R di thi bl h
“Living with MS” calmed my apprehensions
and validated my decision
discusses all to have my first Tysabri
aspects of infusion tomorrow.
i f i t
Consulting
Multiple Sclerosis Chance to - Patient

1
and various talk
treatments.
2
Patients consider
Treatment
her opinion options At disease.com , we are
equivalent to
3
inspired by your stories
their Neurologist. and would like to join you
in fighting this cause.
- Advocacy


Use Case 6: Marketing

Results:
In order to
market Prilosec 1,225,000
OTC, a heartburn unique visitors
medication, P&G on blogg
assembled a 75,789
database of 200 unique
influential blogs, visitors to
message b boards
d promotion
and Web sites in site
25,275
the area of unique
p
parenting for
g sweepstakes
targeted entries
marketing


Use Case 7: Crisis management

Recall Reach: Virality:
A few renowned
experts carried
Pharma Co’s view 1141
82%
on a recent drug
recall in their 25
blogs. Traditional Media Social Media

This h l d the
Thi helped th
Tonality Earlier: Tonality Later:
Pharma Co to
contain damage
to its brand Negative Negative

equity to a Neutral Neutral
minimal.


Use Case 8: Advisory committee work

Better Relationship
with Scientific
Communities
Pharma companies
rank KOLs on reach

Message Congruence
and congruence.
Better Relationship
High ranking with Patient
opinion leaders Communities
often represent Passive
ass e
them on advisory Influencers
committees as they
are popular with
both scientific and
patient
communities
Reach


Use Case 9: Physician drug advocacy

What Patients Felt What Physicians Said

70 70

Many patients 60 60

wanted to switch
50 50
40 40
to more 30 30

economical 20 20

alternatives for a 10 10

particular MS drug.
0 0
Price Theme 2 Theme 3 Theme 4 Theme 5 Theme 5 Theme 4 Theme 3 Theme 2 Efficacy

However, this
negativity was Loyalists
contained as most
Physicians Switchers
consider Tysabri
very efficacious.

Prospects
P t


Identify the goal of using the influencer

Identify Influencers
By
By Category By Brands By Issues
Applications

Reach
Filter Profile
Focus Engagement
BEST Influence Area
PRACTICES
Channels
Engagement
Congruence Influence Map

Measure
Impact
Crisis Advocacyy Sales Reputation
p
Containment Impact Impact Impact

In Conclusion

Online Influencers are growing in influence and are active as we speak

Pharma cannot be reactive to this group. That is where we are today

The landscape is easily understandable and usable to your advantage

Social media is an engagement medium. That very
definition lends itself to be a medium of influence
and impact on a peer to peer basis. Pharma
marketing can use this powerfully by paying due
atte t o
attention to influencers in t s medium.
ue ce s this ed u


www.empowerresearch.com

Retail/CPG Advertising Communications/ High Tech/ Pharmaceuticals Financial
Public Relations Telecom Health Care Services

Corporate Headquarters

Debjani Deb
Managing Partner
EmPower Research LLC
404 E. 79th St.
Suite 16E
New York, NY 10075

Tel : +1 650 559 5942
Fax : +1 646 472 5806

EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower Listen. Learn. EmPower
22
22

Online KOLs: Can you choose to ignore them? (2nd Digital Pharma West,2011)

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (7)

Similaire à Online KOLs: Can you choose to ignore them? (2nd Digital Pharma West,2011)

Similaire à Online KOLs: Can you choose to ignore them? (2nd Digital Pharma West,2011) (20)

Plus de EmPower Research, a Genpact company

Plus de EmPower Research, a Genpact company (8)

Dernier

Dernier (20)

Online KOLs: Can you choose to ignore them? (2nd Digital Pharma West,2011)