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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Physicians' Social Networks Guide Emerging Markets
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
2.
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
13. Future is in the flow
Shifting from
nice to have…
…to integrated
clinical & administrative
hospital tool
Seamless collaboration
Improved clinical outcomes
Reduced costs
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
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
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
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