The document discusses the growing role of digital collaboration in pharmaceutical marketing, particularly in the Asia Pacific region. It notes that physicians' social networks have over 3 million members in Asia Pacific, dominating the global market. The document also explores opportunities for pharmaceutical companies to partner with patients online to gain real-world insights into drug usage and patient experiences. It emphasizes that building trust with physicians, patients and other stakeholders through open and responsive engagement will be crucial for pharmaceutical companies going forward.
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Collaborative Digital Pharma Marketing in Asia Pacific
1. Collaborative Digital Pharma Marketing A Role Model for Asia Pacific Healthcare? Len Starnes Head of Digital Marketing & Sales General Medicine From Drugs to Brands Singapore 10 March 2011 Len Starnes Bayer Healthcare Pharma
3. ‘ 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
4. Collaboration Process where two or more people or organizations work together to realize shared goals Wikipedia
10. Transforming the exchange of medical information Pharmaceutical industry Peer-to-peer dialogue Medical profession Collaborative environment
11. Next 5 years Highly e-savvy physicians Routine use of SNs by majority of physicians More physicians willing to engage with pharma on SNs More physicians expecting e-self service from pharma Fewer physicians willing to see sales reps Predominance of multi-channel engagement models
12. 2010 2009 2008 2007 Sustained growth Today > 70 networks > 3m members Membership of physicians’ social networks 1m 2m 3m 2011
13. 2 million members Asia Pacific 1 million members USA & Europe Asia Pacific region dominates
14. Global network exclusively for cardiologists By invitation only Merges NEJM content with community discussion > 3000 members
24. Build deeper relationships Open peer-to-peer dialogue Long-term opportunities Develop trusted speciality fora Integrate community & resources Reduce reliance on sales forces Increase reach and SOS
25. 39% prefer Unique opportunities to develop authenticated networks 61% indifferent + prefer no login 65% prefer 35 % indifferent + prefer no login Manhattan Research, Taking the Pulse Asia v10, 2010
35. The data-driven community Patients share structured information about their disease to help themselves and others Quantifiable, measurable, actionable
36. Insights on drug usage in the real world MS treatment: Copaxone 3050 patient community 1073 patient evaluations Status: 14.2.11
37. ‘ In future the less private you are, the longer you’ll live’ Jamie Heywood Co-founder & Chairman PatientsLikeMe
38. Partnerships to capture real-world experiences ‘… may help UCB better understand how patients live with epilepsy and help advance epilepsy care’ Peter Verdu, VP Clinical Research, UCB, 2009
39. Demonstrable high-level vision ‘… will shape the way we do our work, and ultimately help improve transplant patient outcomes now and in the future.’ Joe Jiminez Novartis CEO, 2010
40. What relationship with ePatients should pharma have? What relationship with pharma do ePatients want?
42. Mistrust between industry and consumers Broken trust between industry and the medical profession Ethos of the industry is constantly called into question
43. Trust is crucial for survival ‘ We need to foster trust between pharma and academic and scientific communities so that we can work together to create the innovative breakthroughs that will fulfil unmet needs and benefit patients everywhere’ Paul Stoffels Head of Global R&D, Johnson & Johnson
Social media guru Clay shirkey has written a great deal about this Has also commented on implications for healthcare and the role of patients and consumers in making healthcare decisions.
Social media guru Clay shirkey has written a great deal about this Has also commented on implications for healthcare and the role of patients and consumers in making healthcare decisions.
Alliance of 32 hospital-based patient groups
Referring to new role for government and private (pharma) healthcare sector
Being copied and adapted globally
Data sold to pharmas, huge market research potential Biz model on which PLM is based
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Ray Kerin, Head of PR Pfizer, 2009, interview with industry commentator John Mack Thought lomg and hard whether to include this topic Interest of openness and transparency thought would be best
- Key question: How do we build trust again? - Industry must get back in to the convesation But not by simply sending out the same messahe via SM - Must really engage, open up, talk Other indsuries do, but have an easier time
- One crucial area where trust is crucial = R&D
Know Marc very well Not marketeer, scientist, medic, or lawyer Excellent communicator - Degree in English -Industry needs more communicators that stakeholders can trust
4500 followers
Don‘t yet know what openness will ultimately look like - All working on it - Can only be a good thing