This document discusses the changing digital landscape and its implications for doctors, patients, and medical representatives. It notes that digital experiences are now configurable, immersive, thought-provoking, and relevant. It states that doctors want specialized information, patients want tailored information, and reps want doctor and learning needs-specific information. However, in the digital world there is also information overload. The document argues that for medical reps to be effective in this environment, they need to become "digital collaborators," serving as information editors and technology partners for doctors. It provides examples of Novartis empowering reps through digital strategies and the challenges of shifting to more interactive and decentralized models of information sharing.

1. Global rank 4 in #pharma100 influencers poll
Klout Score: 62
LinkedIn
11,237 connections * 18 million strong network
Facebook
5000+ friends
Twitter
1,787 followers
Slideshare
515,326 views * 10,909 downloads
ANUP
SOANS
Social Media
Profile

2. ANUP
SOANS
Author
Editor
Facilitator

3. The Medical Rep as
Digital Collaborator
Anup Soans

4. What are the Important Characteristics
of the Digital World?

5. Experiences that are: CONFIGURABLE
Choose your
car color
Select your
wheels

6. Experiences that are: IMMERSIVE (NOT STATIC)
Games like Age of
Empires and Second
Life allow users to
interact with their
digital environment

7. Experiences that are: THOUGHT-PROVOKING
Everyone can view
and discuss what KOLs
are talking about

8. Experiences that are: RELEVANT
Google throws up
information specific to
your location –
generic is no longer
acceptable!

9. What do these
characteristics
mean for
Doctors,
Patients and
Medical Reps

10. PERSONALIZATION EXPERIENCE
vs READ
BUY NOW
MULTISCREEN
REALITY
WIFM?
FIVE DIGITAL HEALTHCARE MARKETING FUNDAMENTALS

11. Doctors want
information that is
specific to their
practice
Patients want
information
tailored to their
condition
Medical Reps want
information specific to
their Doctor-pool +
L&D needs

12. 1 minute of Internet:
240 million emails
4M Google search
2.5M Facebook shares
48K app downloads
72 hours new videos

13. What Do Doctors, Patients & Reps Hear?
Noise or Voice?

14. Doctors are frequent users of the internet
Digital Trends in India
Source: Via Media Health

15. 75,000Medical Practitioners on LinkedIn
( i.e 10% of all docs in India)
Source: Via Media Health

16. On Facebook
Ninety Thousand Indians use
Dr. in their Name.
In Profiles, 2,35,000 Indians
displayed MBBS as their
graduation degree.
Number of Indians with interest
of Cardiology- 40,000
Source: Via Media Health

17. 72% of Indian HCPs are Frequent Internet
Users (but do not necessarily know
where to get the best information)

18. Information
Overload
+
Technology
Savvy
Doctors
=
Opportunity
for Medical
Reps

19. Information Editor +
Technology Partner =
Digital Collaborator
Anup Soans

20. “Perhaps the biggest challenge to integrating digital
technology into pharma’s business plans is not the
much touted ‘return on investment (RoI)’ as much as it
about transferring power out of the marketing
organization. How comfortable is the industry in
allowing its sales representatives to decide the flow of
information to its key customers in real time without
seeking approval from the hierarchy? And how
comfortable are we with interactivity? Our detailing aids
are designed to ‘push’ information. When the customer
slaps us on one cheek are we ready to turn the proverbial
other one?”
- Salil Kallianpur, Brand Director, Classic Brands Europe,
GSK in the MedicinMan Digital Special Issue
Mindset Change

21. Novartis: Putting the Rep at the Center of Digital
Strategy
Digital Pharmaceutical Company of the Year
2014 at the PM Society Digital Media Awards
Case Study 1

23. “Digital is a revolution and we need to build a culture
rather than focusing too much on various apps and
gimmicks. Minimize the divide between health
professionals and patients. ”
- Sanjiv Navangul, Managing Director, Janssen India

26. Thank You!
www.medicinman.net