Uploaded byLen Starnes
The Digital Metamorphosis of the Pharma Industry
The document discusses the digital transformation of the pharmaceutical industry. It notes changes like aging populations, rising healthcare costs, empowered patients, and new business models. Doctors are becoming "digital" and using social networks and mobile devices. Patients are forming online communities to share health data. The document suggests pharmaceutical companies must adapt by using digital tools, empowering sales forces with mobile technology, and building trust with doctors, patients, and online communities. Pharma must learn from the digital behaviors of doctors and patients to keep pace with their evolving expectations.
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The Digital Metamorphosis of the Pharma Industry
- 1. The Digital Metamorphosis of thePharma Industry Pharma Digital Marketing Len Starnes Len Starnes Marketing & Sales Head of Digital Istanbul Digital healthcare consultant General Medicine 8 February 2012
- 2. 1996 fantasy: digitalsales rep
- 3. Change Agenda 1 & culture 2 Doctors Sales 5 Trust 3 forces 4 Patients
- 4. Ageing populations Influence of E7 countries Soaring cost Patent cliff of healthcare Influence of payers R&D not Personalized Patient delivering medicine empowerment Fewer blockbusters New business Catastrophic models image of pharma Impact of technology
- 5. More is different, faster is different Philip W. Anderson PW Anderson, More is Different, Science, 4 August 1972
- 6. Different means unpredictable changes resulting fromextraordinary increases in scale Adapted from: PW Anderson, More is Different, Science, 4 August 1972
- 7. Speed and scale 50m users, 88 days Graphic: Leon Haland, Time to reach 50m users http://plus.google.com
- 8. ‘We are living inthe middle of the largest increase in expressive capability in the history of the human race’ Clay Shirkey, Here Comes Everybody, 2008
- 9. Pharma culture clash Risk averse Risk taking Authoritative sources Crowd wisdom Privacy & security Open to all regulated Long lead times Rapid deployment Controlled access to Anyone may data & information contribute/distribute IP Open source Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA
- 10. Faster in somecountries… …than in others
- 11.
- 12. Emerging digital doctors ‘We’re changing as a result of social and technological innovation. …We’re evolving from analogue to digital’ Dr Bryan Vartabedian 33 Charts October 2011
- 13. Analogue Digital Info via books & journals Info via web Uses paper charts Rarely uses pen Little or no SM presence Connected on SM Physician centric E-patient centric Smartphone use minimal Uses smartphone Core inputs are snail mail Uses digital tools & email to control inputs Adapted from The Digital Physician, Bryan Vartabedian, 33 Charts http://33charts.com/2011/10/digital-physician.html
- 14. Next 5 years Digital Using digital Routine use of doctors tools & professional predominate processes social networks Expecting Expecting Unwilling to see e-self service pharma to be sales reps options digitally savvy
- 15. Huge growth indoctors’ social networks Membership of physicians’ social networks 3m 2m Today 1m > 70 networks > 3 m members 2007 2008 2009 2010 2011 2012
- 16. US, Europe andE7 markets Asia Pacific inc China & India 2.0 m members Europe & Americas inc Mexico, Brazil, Russia 1 m members
- 17. Influence on Rxdecisions 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
- 18.
- 19. 11k 2m visitors 1m doctors per month patients Market Doctors-only research eDetailing community
- 20. New opportunities Market research Tracking trends & opinions Meded & promotion CME, eDetailing Virtual advisory boards KOLs, clinical trials support Engagement Peer-to-peer dialogue Specialist communities Community, content & services
- 21. Pharma must learnto fish where the fish are
- 22.
- 23. We need to givedoctors more than the same old detail
- 24.
- 25. ‘Big Pharma stockpilling….’* All 35 pharma clients using 6000 iPads * Eric Newmark, IDC Health Insights Community, May 17, 2011
- 26. ‘It’s a tsunami’ MortenHjelmo, CEO Agnitio
- 27. Emerging applications CLM Detailing CRM SFA Enabling Enriching Motivating
- 28. Mobile corporate structure& culture iPad + iPhone for all employees Reinventing customer relationships Smaller mobile-enabled SF SF more targeted, more in touch
- 29. Pharma must keeppace with doctors’ evolving expectations of ‘detailing’
- 30.
- 31. How many patients are out there?
- 32. ‘By 2024 patients willlead healthcare’ Lucien Engelen Director REshape & Innovation Centre, Radboud University Nijmegen Medical Centre, The Netherlands Founder, ‘The Future of Health’
- 33.
- 34. ePatient power shift Expect relationship of equals with doctors Rating doctors & hospitals Rating health Patients working as insurers empowered drugs Rating synchronized groups & pharmas Helping one another, sharing personal health data
- 35. Data-driven communities Sharing structuredinformation about their disease to help themselves and others
- 36. Real world data 3341 Copaxone patients Aggregate SEs Individual evaluations Status 2.2.12
- 37. Partnerships to capture real-worldinsights ‘…may help UCB better understand how patients live with epilepsy and help advance epilepsy care’ Peter Verdu, VP Clinical Research, UCB, 2009
- 38. Most active worldwide 4,437patients 236,201 posts 53 posts/patient
- 39. 5x more active than German MS patients 12,209 patients 120,504 posts 10 posts/patient Status: 25 January 2012
- 40. China also wantspatients to be more proactive* *http://www.pharmachinaonline.com/Archives/index_1_news.asp?id=435&sortid=28
- 41. Major pharma challenges Developingtrusted partnerships with ePatients Embracing future ePatient leadership
- 42.
- 43. Mistrust between industry & consumers Brokentrust between industry & medical profession Questionable industry ethos
- 44. Time to startbuilding trust again
- 45. Putting a human face of J&J on the internet Marc Monseau Social media evangelist
- 46. Empowered to blogand get JnJ back into ‘The Conversation’
- 47. Empowered to engagein ‘what’s happening now’ conversations
- 48. Hardest challenge willbe for pharma to metamorphose to become more
- 49. Len Starnes [email protected] T: +49 30 781 5513 M: + 49 172 1788253 Skype: lenstarnes www.linkedin.com/in/lenstarnes www.twitter.com/lenstarnes www.slideshare.net/lenstarnes