highlights from exl pharma's 2nd digital pharma europe
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HIGHLIGHTS FROM EXL PHARMA’S 2ND DIGITAL
PHARMA EUROPEMarch 29-30, 2010
Berlin, Germany
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‘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
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Patient empowerment
Influence of E7 countries
Pay for performance
Influence of payers
Ageing populations
Soaring cost of healthcare
Catastrophicimage of pharma Digitally-mediated
behaviours
Emphasis on prevention Fewer blockbusters
R&D not delivering
Personalized medicine
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How do we
organize for social media?
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What have we learnt
from mistakes?
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How do we measure
SM success or failure?
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Approaching the use of social media
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A communication explosion
Source: Tim Holden, digital creative @nothingelseis
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8 in 10 internet users go on-line for health information (KruResearch 2010)
>1000 facebook communities around chronic illnesses
Social networks will become hugely
influential in patients‘ health decision making
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Tipping the toes into the waters of web 2.0
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Jump right in?
Learn & understand
Explore
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Listen
Inform
Engage
*Kevin Kruse, KruResearch
L.I.E.*Market and Competitor monitoring
Exploration as PR tactic
Market research toolNetnography
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Multiplier Effects in the Social Web
1 web posting published (active)
10 times commented (reactive)
1.000 times read (passive)
Source: Nielsen BuzzMetrics
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Basic Types of Web-based Research
Use of the Social Web as
an object of research and
data source
Source: GIM Gesellschaft für Innovative Marktforschung, Germany
Use of web-based
technology as a research
tool
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Netnography…. what is it about?
Netnography is about listening closely to the Social Web: a qualitative method to systematically mine opinions, communicative patterns, moods and decision processes from online communication.
Source: GIM Gesellschaft für Innovative Marktforschung, Germany
Sources for Netnography include all areas of the web containing user-generated content: blogs, forums, social networks, communities.
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Concerns about legal /
regulatory / competitor issues
Still very new
Lack of resources
Acknowledgement that web 2.0
is growing in importance
24 / 7
Useful market research tool
WEB 2.0:
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Product Launch
Internet
Market research
Ad agency
PR agency
Physicians / KOLs
Sales reps
Patient
For discussion…..
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Product Launch 10 years ago
Internet Web 1.0Static website
Market research Focus groups
Ad agency Folder / print ad(web-address printed)
PR agency Press conference /Media hooks
Physicians / KOLs Some had theirown website
Sales reps A lot
Patient Subject of a parternalistic system, not in focus of pharma
Budget €€€
For discussion…..
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Product Launch 10 years ago Today
Internet Web 1.0Static website
Web 2.0Dynamic / some SM
Market research Focus groups NetnographyOn-line diaries, pilots
Ad agency Folder / print ad(web-address printed)
Some web 2.0 tacticsPiloting
PR agency Press conference /Media hooks
Some web 2.0 tacticsPiloting
Physicians / KOLs Some had theirown website
80% use smartphones
Sales reps A lot Fewer
Patient Subject of a parternalistic system, not in focus of pharma
8 out of 10….Communities
Sharing / rating
Budget €€€ €€
For discussion…..
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Product Launch 10 years ago Today Tomorrow
Internet Web 1.0Static website
Web 2.0Dynamic / some SM
Web 3.0?
Market research Focus groups NetnographyOn-line diaries
Convergence? SM is an integrated
part of mix, not just a campaign
Ad agency Folder / print ad(web-address printed)
Some web 2.0 tactics
PR agency Press conference /Media hooks
Some web 2.0 tactics
Physicians / KOLs Some had theirown website
80% use smartphones
integrated
Sales reps A lot Fewer A lot less
Patient Subject of a parternalistic system, not in focus of pharma
8 out of 10….Communities
Sharing / rating
Empowered; in relationship with
pharma
Budget €€€ €€ €
For discussion…..
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Want to attend next year’s conference?
For additional information on ExL’s Digital Pharma
Conferences, please visit www.exlpharma.com