HIGHLIGHTS FROM EXL PHARMA’S 2ND DIGITAL

PHARMA EUROPEMarch 29-30, 2010

Berlin, Germany

‘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

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

How do we

organize for social media?

What have we learnt

from mistakes?

How do we measure

SM success or failure?

Approaching the use of social media

A communication explosion

Source: Tim Holden, digital creative @nothingelseis

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

Tipping the toes into the waters of web 2.0

Jump right in?

Learn & understand

Explore

Listen

Inform

Engage

*Kevin Kruse, KruResearch

L.I.E.*Market and Competitor monitoring

Exploration as PR tactic

Market research toolNetnography

Multiplier Effects in the Social Web

1 web posting published (active)

10 times commented (reactive)

1.000 times read (passive)

Source: Nielsen BuzzMetrics

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

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.

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:

Product Launch

Internet

Market research

Ad agency

PR agency

Physicians / KOLs

Sales reps

Patient

For discussion…..

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…..

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…..

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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For additional information on ExL’s Digital Pharma

Conferences, please visit www.exlpharma.com