Engaging HCPs via Social Media
March 2010
Joel Selzer Co-Founder & CEO
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Social Networking is Taking The
World By Storm
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Visitors to Facebook and Twitter Grew By Leaps and Bounds in 2009
Top U.S. Social Media Sites December 2009
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Social Networking is a Worldwide Phenomenon
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More than 8 billion minutes are spent on Facebook each day (worldwide)
More than 3 billion photos uploaded to the site each month
More than 400 million active users
50% of active users log on to Facebook in any given day
Facebook Added 50 Million New Users Worldwide in the Past 2 Months
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Twitter has Become Ubiquitous
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Physicians Have Embraced Social
Media
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Physicians are Interacting through Digital and Social Media Channels
Physicians engage online as part of their clinical workflow…
… and they have embraced social media for Peer-to-Peer interaction
of physicians search for drug information through digital channels
of physicians are interested in or already use physician social networks
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Physicians Across the World Believe the Internet is Essential to their Practice
% physicians agreeing The internet is essential to my professional practice*
*Manhattan Research, Taking the Pulse Asia v9.0, 2009
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Demand for Physician Social Networks is High Across Asia
% physicians
*Manhattan Research, Taking the Pulse Asia v9.0, 2009
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Physicians Will Not Interact
Professionally on Public Sites
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Physicians Utilize a Growing Number of Private Networking Sites throughout the World
- Ask & Answer Questions
- Network with Peers
- Consult on Clinical Cases
- Discuss Product Efficacy
- Review Public Health Alerts
- Consume CME & Educational Videos
Current Uses:
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For Example: Physicians on
Ozmosis
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Ozmosis Enables Physicians to Learn from Sources they Trust
Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge
Real physician identities are properly verified and clearly displayed to all members
Power of the trusted network delivers personalized and relevant information to every physician
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Why is Ozmosis the Most Trusted Physician’s Network?
Ozmosis Provides a Trusted Environment for Physician Interaction
You are Entering a Pharma Sponsored Area
Ozmosis will not share your personal information
or discussions without your express permission.
The Result:
Physicians must opt-in to Pharma areas
All commercial affiliations must be disclosed
Ozmosis uses real names and credentials
Only licensed & verified physicians are members
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Physicians Use Ozmosis at the Point of Care to Collaborate with Colleagues
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How can Pharma Engage HCPs via
Social Media
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Monitor discussions to uncover:
- Unmet needs
- Drug usage & treatment trends
- Unknown side-effects
- Off-label usage
- Early identification of critical issues
Post and answer questions directly within a physician
community
Conduct surveys
Establish panels based on pre-selected criteria
Today, Pharma Primarily uses Social Media for Observation and Research
Observation: Conduct Research:
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Hosting specialty communities
Scientific staff are participating in discussions
Delivering virtual training and networking opportunities
Providing live customer support
Some have Taken Steps to Engage Physicians in Meaningful Ways
Engagement:
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ACG & AstraZeneca Recently Launched a Virtual Scientific Meeting
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Over the 12-month campaign period 27,000 online doctor interactions resulted a £2.3 million increase in total cash sales versus forecast and
incremental growth in sales of 19 percent
Boehringer Ingelheim Won a PM Society Award for its e-Marketing Campaign on Doctors.net.uk
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Syndicom Brings Spine Surgeons and Device Manufacturers Together for Training & Networking
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Yammer’s use as an Internal Collaboration Tool can Open Pharma’s Eyes to New Possibilities
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How Can Pharma Move Forward In
2010?
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33% of Physicians Review Product or Treatment Options via Social Media
*Manhattan Research, Taking the Pulse v9.0, 2009
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Fast, simple, reliable answers to product questions
Peer to Peer interaction and trusted feedback
Access to customer service provided on their terms (where they want it, how they want it)
What do Physicians Really Want from Pharma?
Physicians Need:
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Successful Engagement Requires More than the Right Platform
Trust Platform Engagement
Physicians need to know who they are learning
from and communicating with
Information must come from verified and credible sources
Physicians need personalized services
relevant to their information needs
Environment must be secure to ensure
privacy
Platform should integrate with your
existing content and e-services
Physicians need an “On Demand” service model for real-time answers
and support
Peer-to-peer interaction should drive product
adoption
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3. Accelerate shift to a customer centric model - Focus efforts on what HCPs need at the point of care
2. Focus on the strategy not tactics - define an integrated and comprehensive approach
4. Interact with physicians on their terms - answer questions quickly and deliver service on demand
1. Take calculated steps forward - assess and mitigate your risks before scaling programs
Set a Path Towards True Engagement and Customer Service
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Concerns Regarding Adverse Events and Off Label Discussions may be Overstated
*Nielson Online – September 2008
Only 1 in 500 cases from the *research meet ABPI criteria
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Don’t let Regulatory Uncertainty Hinder your Efforts
*Courtesy of John Mack
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Please contact the Ozmosis team for additional information
Joel Selzer Co-Founder & CEO - Ozmosis
http://twitter.com/jbselz
http://www.facebook.com/joel.selzer
(202) 595-8005 [email protected]