- The document discusses how digital technologies and social media will dramatically impact the pharmaceutical industry in the coming decade. - Doctors and patients will have more information and influence through online networks, requiring drug companies to engage in more open dialogue than traditional selling. - Pharmaceutical companies must become active participants in online health communities rather than just observing, to transform relationships with doctors and patients and address challenges to their public image and business model. - The industry will need to shift culturally to a more collaborative, multi-channel approach through social media and customer portals to keep up with an empowered, digital-savvy customer base.

1. A bright future
for digital, a dimmer
one for pharma
Len Starnes
Head of Digital Marketing & Sales
General Medicine
Len Starnes
Head of Digital Marketing & Sales
General Medicine
Bayer Schering Pharma
4th
Annual eMarketing Summit
27 – 28 April 2009
Munich
Germany

2. Unprecedented
levels of change

3. Patient
empowerment
Influence of
E7 countries
Pay for performanceInfluence of payers
Ageing
population
Soaring cost
of healthcare
Catastrophic
image of pharma
Health &
medicine 2.0
Emphasis on preventionFewer blockbusters
R&D not
delivering
Personalized
medicine

4. ‘We believe the impact
of the internet and
web 2.0 will not be
marginal. Indeed it will
be dramatic!’
Steve Arlington, Price Waterhouse Coopers, April 24th 2009

5. New sales model
Governments
Doctors
Patients & patient
advocacy groups
New stakeholders
& lobbyists
Decision
makers
Primary
influencers
Pharmacos
Tertiary
influencers

6. Pharma’s digital
engagement
is one facet of the
Health & Medicine
2.0 revolution

7. Pharma is a key stakeholder
and must become an active
participant

8. Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3
We must
be here

9. Doctors

10. During the next decade
Retiring
baby boomer
doctors
Predominance
of e-savvy
doctors
Emergence of
large-scale
doctors’ SNs
Routine use
of SNs
by doctors
More doctors
expecting
e-self service
Dwindling of
sales forces

11. BMJ’s Doc2Doc (UK)
Doctors.net.uk (UK)
OnMedica (UK)
Coliquio(D)
DocCheck Faces (Int’l)
DocCheck Faces(D)
DocCheck Faces (F)
DocCheck Faces (ES)
DocCheck Faces (IT)
Dooox (D)
Esanum (D)
Esanum (ES)
Esanum (IT)
Esanum (CH)
Esanum (AT)
Medcenter/Medscape(ES)
Sermo (2009/10?)
Proliferation
of HCPs’
social networks
Radically new
engagement
options

12. Profound impact
Transforming
relationships
Forcing open and
honest discussion
Pharmaceutical
industry
Medical
profession

13. More & better self-service
Everything
on demand
Integrated
multi-channel
customer portals
Feeds into HCPs’
social networks

14. Inevitable shift
Less
selling
More
dialogue
Fewer
sales
reps
Multi-disciplinary
engagement
teams

15. Patients & patient
advocacy groups

16. Social networks
will become hugely
influential in patients’
health decision making

17. Learning to engage will
be a slow hard process
Discover what patients
want from us
Don’t treat social media
as mass media
Work with MLR
to develop
the framework

18. Internal
challenges

19. Cultural shift
With thanks to Heidi Youngkin, J&J
No,
because
Yes,
provided

20. Cross-functional mindset
DigitalPRMarketing

21. Social media will force
pharma to be
Not sure yet what open looks like

22. Head of Digital Marketing & Sales
General Medicine
Bayer Schering Pharma
E: leonard.starnes@bayerhealthcare.com
Twt: www.twitter.com/lenstarnes
T: + 49 30 4681 4877
M: + 49 175 438 4521
I: www.bayerhealthcare.com
Len Starnes