Stop, Collaborate and Listen: The Social Lives of Healthcare Professionals

The Social Lives of Healthcare Professionals
MARCH
24th,
2015

Shwen Gwee (@shwen)
Founder & Co-Host, PharmFresh.TV

Majority
of
Pharma/Device
Execs
Agree…

We
Are
“Behind”
in
Digital
Overall

Source:
Digital
Health
Coali2on,
DHC/Google
Execu2ve
Landscape
Study
(Q4,
2013),

hGp://digitalhealthcoali2on.org/publica2ons/2013-‐execu2ve-‐landscape-‐study

Majority
of
Pharma/Device
Execs
Believe…

We
Are
“Slightly
Behind”
or
“Far
Behind”
for
Mobile
Media

Source:
Digital
Health
Coali2on,
DHC/Google
Execu2ve
Landscape
Study
(Q4,
2013),


57%
of
Pharma/Device
Execs
Believe…

We
Are
“Average”
or
“Slightly
Behind”
for
Online
Video

Source:
Digital
Health
Coali2on,
DHC/Google
Execu2ve
Landscape
Study
(Q4,
2013),


64%
of
Pharma/Device
Execs
Believe…

We
Are
“Very
Far
Behind”
for
Social
Media

Source:
Digital
Health
Coali2on,
DHC/Google
Execu2ve
Landscape
Study
(Q4,
2013),


Budget
AllocaKon
for
PHYSICIAN
MARKETING
in
Next
12
mths

Source:
Digital
Health
Coali2on,
DHC/Google
Execu2ve
Landscape
Study
(Q4,
2013),


Digital
Is
Turned
to
Most
Frequently
for
Many
Professional
Sources

Among U.S. physicians
References and textbooks
News
Professional journals
Colleagues
Pharma or biotech sales rep
CME
Conferences
Day-to-day sources (daily or weekly use)
Occasional sources (yearly use)
53% 46%
53% 38%1
47% 49%
30%3 70%2
31%
Online Offline
93% 89%
76% 88%4
(1)  Health/medical information in the newspaper or on television (2) In person or on phone
(3) Online professional message boards, communities, social networks, or blogs (4) In person
Source:
ManhaGan
Research,
Taking
the
Pulse®
U.S.
2014

Physicians
Mainly
Turn
to
Their
Peers
to
Keep
Up-‐To-‐Date

Source:
ManhaGan
Research,
Taking
the
Pulse®
U.S.
2013,
Facebook,
LinkedIn

Among all physicians
68%
66%
59%
56%
50%
49%
48%
42%
36%
34%
33%
30%
26%
14%
10%
5%
My colleagues*
Conferences in person
Website for a physician audience
Online CME
Online medical journal websites or apps
Professional society websites or apps
Apps for a physician audience
Offline CME
Email alerts
Dinner meetings with pharma company rep
Email newsletters
Government websites or apps
Online conferences
Websites from pharmaceutical company
Apps from a pharmaceutical company
Sources used regularly to keep up-to-date with latest medical news and trends:
Online message boards, blogs or social network
websites or apps
Offline
Digital
*In person, on phone, or via email

High
Interest
Among
Physicians
to
Watch
Online
Videos

Keeping up to date on medical information
When doing in depth research on a topic
When learning about a new drug
When I need immediate answers to my questions
When formulating a treatment plan
53%
33%
31%
28%
19%
Scenarios where physicians want to watch online professional video
82% of U.S. physicians are interested in
watching online videos
Source:
ManhaGan
Research,
Taking
the
Pulse®
U.S.
2014

Physicians
Mainly
Engage
in
Social
Media
for
Personal
use

Source:
MedData
Group,
Physician

Adop2on

of

Social

Media,
Q2
2014
-‐
hGp://www.meddatagroup.com/report-‐social-‐media-‐adop2on

PCP’s
Increasingly
VisiKng
Social
Plaorms

© 2014 Kantar Media
Website Visitation & Qualitative Evaluations
June 2014 Medical/Surgical Edition
Websites Visited Within the Past 6 Months
67%
62%
60%
58%
54%54%
46%45%
43%
40%
36%
34%
32%31%30%29%29%
28%27%26%
23%23%
22%21%21%20%
17%
16%16%16%16%
14%
13%13%12%12%12%11% 11%
10%10%10%10%10%
8% 8% 7% 7% 6% 5% 5%
0%
20%
40%
60%
80%
Wikipedia
CentersforDiseaseControl
WebMD
Sermo
UpToDate
Medscape
QuantiaMD
AmAcadofFamilyPhysicians
EpocratesOnline
AmericanFamilyPhysician
MDLinx
MedscapePhysicianConnect
GoogleScholar
MayoClinic
NEJM
PubMed
PDR
LeadPhysician
Doximity
MedicalEconomics
JAMA:TheJournaloftheAMA
AmericanMedicalAssociation
MDConsult
eMPR
AmCollofPhysicians
AmericanHeartAssociation
Drugs.com
FamilyPracticeManagement
NationalLibraryofMedicine
Consultant
AnnalsofInternalMedicine
Physicians'Travel&Meeting
JournalofFamilyPractice
MedPageToday
AmericanCancerSociety
ReachMD
FamilyPracticeNews
CCJM
JAMAInternalMedicine
BMJ
ModernMedicine
ClinicalTrials
ACPInternist
NationalCancerInstitute
InternalMedicineNews
MayoClinicProceedings
AmericanJournalofMedicine
Lancet
ACPHospitalist
SocietyofHospitalMedicine
Ovid
Mean # Websites Visited: 13.09
Base: 1,097
Source: Table 101Q1. For each of the following professional websites, please indicate if you have visited it within the past 6 months.
99% visited at least 1 of the 67 websites
1% visited none of the 67 websites
Kantar
Media,
Website
Visita2on
&
Qualita2ve
Evalua2ons,
June
2014
Medical/Surgical
Edi2on
-‐
Primary
Care

PCP’s
Visit
Social
Plaorms
MulKple
Time
Per
Month

12.9
4.0
6.3
8.9
20.8
10.2
8.4
6.6
17.0
6.3
8.7
7.1
16.9
6.1
6.7
7.9
6.1
6.9
4.1 4.3
5.2 5.5
6.4
9.9
4.1 4.1
6.6
5.0 5.2
6.3
5.7
1.4
5.4
7.7
3.7
4.9 5.2
3.9
5.6
4.7 5.0 4.8
4.3
3.7
5.6
4.9 4.8 4.7
6.0
5.2
9.9
0.0
5.0
10.0
15.0
20.0
25.0
Wikipedia
WebMD
Sermo
UpToDate
Medscape
QuantiaMD
EpocratesOnline
MDLinx
GoogleScholar
MayoClinic
NEJM
PubMed
PDR
LeadPhysician
Doximity
MedicalEconomics
MDConsult
eMPR
AmCollofPhysicians
Drugs.com
Consultant
MedPageToday
ReachMD
FamilyPracticeNews
CCJM
BMJ
ModernMedicine
ClinicalTrials
ACPInternist
Lancet
ACPHospitalist
Ovid
Base: Those Answering
Source: Table 102
Mean Visits Per Month in Past 6 Months
(Among Website Visitors)
Q2. On average, how often do you visit each of the following websites?
Kantar
Media,
Website
Visita2on
&
Qualita2ve
Evalua2ons,
June
2014
Medical/Surgical
Edi2on
-‐
Primary
Care

Sermo,
QuanKaMD
and
Doximity
are
Top
Social
Networks
for
PCP’s

Primary Care
2.50
2.75
2.93
3.78
2.89
3.04
3.74
2.983.04
2.93
3.17 3.16
2.94
2.862.92
2.71
2.89
3.10
3.79
3.002.97
3.042.992.95
3.14
2.86
2.75
2.94
2.58
3.13
2.99
2.67
3.02
3.09
2.81
3.25
3.04
2.972.97
2.77
3.19
2.78
3.07
2.81
3.08
2.952.94
3.04
3.16 3.18
3.06
1.00
2.00
3.00
4.00
5.00
Wikipedia
WebMD
Sermo
UpToDate
Medscape
QuantiaMD
EpocratesOnline
MDLinx
GoogleScholar
MayoClinic
NEJM
PubMed
PDR
LeadPhysician
Doximity
MedicalEconomics
MDConsult
eMPR
AmCollofPhysicians
Drugs.com
Consultant
MedPageToday
ReachMD
FamilyPracticeNews
CCJM
BMJ
ModernMedicine
ClinicalTrials
ACPInternist
Lancet
ACPHospitalist
Ovid
Base: Those Answering
Source: Table 109
Level of Agreement: "This website effectively allows me to interact with
other healthcare professionals (social networking)"
Q4. For each of the following websites, please indicate your level of agreement with the following statement:
This website effectively allows me to interact with other healthcare professionals (social networking)
Mean Rating (1=Strongly Disagree, 5=Strongly Agree)
Kantar
Media,
Website
Visita2on
&
Qualita2ve
Evalua2ons,
June
2014
Medical/Surgical
Edi2on
-‐
Primary
Care

LinkedIn
and
Online
Physician
CommuniKes
are
Top
Social
Sites
for

Physician
Engagement

Source:
MedData
Group,
Physician

Adop2on

of

Social

Media,
Q2
2014
-‐
hGp://www.meddatagroup.com/report-‐social-‐media-‐adop2on

Physician-‐Only
Social
Network
ParKcipaKon
Down
to
1
in
5

Source:
ManhaGan
Research,
Taking
the
Pulse®
U.S.
2014

Use/interest in physician-only social networks
12%
16%
24%
21%
26%
20%
16%
2%
9% 10%
8%
10%
2009 2010 2011 2012 2013 2014
Participating physicians
Physicians very interested in participating
Among those using physician-
only online communities
Sermo 63%
Doximity 39%
QuantiaMD 37%
20%

Physicians
Turn
to
Social
Networks
for
News
and
P2P
InteracKons

Among those using any social network
48%
Keeping up to date with
medical news
48%
Communicating with HCPs
relevant to my field
39%
Building clinical
knowledge
Benefits of social networks
Learning about policy changes
Communicating with doctors in my
place of employment
Advancing career Communicating with patients
22%
18%
22%
10%
Source:
ManhaGan
Research,
Taking
the
Pulse®
U.S.
2014

LinkedIn
Has
Moderate
Professional
AdopKon;

All
Other
General
Social
Networks
Low

Use of general social network platforms in the past 3 months:
3%
3%
10%
16%
54%
17%
1%
3%
8%
9%
24%
Tumblr
SoundCloud
Twitter
Google Plus
Facebook
LinkedIn
Professional purposes
Personal purposes
Source:
ManhaGan
Research,
Taking
the
Pulse®
U.S.
2013,
Facebook,
LinkedIn

27%
4%
1%
1%
7%
10%
2014

Dichotomy
of
Plaorms:
Open
vs.
Closed
Social
Networks

VS

Strategic
Approach
to
Leveraging
Media

OnlineOffline
TV ads Radio ads
Print ads
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA
Inﬂuencers)
Printed
materials Website Social
media
Events
Word of mouthPrint/Broadcast
Press Coverage

Strategic
Approach
To
Leveraging
Social
Plaorms

Awareness
Interest/
Consideration
Education/
Engagement
Conversion/
Trial
PAID MEDIA
BRAND.com/HCP
SEARCH ADS
MEDICAL MEETINGS
PARTNER NETWORKS
DocAlerts
DocNews
Essential Points
Interactive Video
Presentations
KOL Video Series
+ Clinical Reprint
E-Detail
EARNED MEDIA
Opt In Program

Doximity:

-  More
than
400K
(>56%)
registered
members

-  Medical
CV
of
record
(think:
LinkedIn
for
MD’s)

-  HIPAA
secure
messaging

-  Personalized
news
via
mulJple
screens

Highly
target-‐able
HCP
proﬁles,
with

Klout-‐like
MD
scoring

and
physician
level

data
ReporJng

FREE
API
to
AuthenJcate
MD’s
for
Pharma

Websites
(developer.doximity.com)

Sermo

-  Over
300K
registered
members

-  The
“original”
social
network
for
doctors

-  Access
to
WorldOne’s
global
network

-  Proﬁles
can
be
aliases/anonymous

-  Engaged/passionate/responsive
users

DocTango:
Social
gaming

educaJon
plaorm

Sermo
Hubs
drive
thought

leadership
in
specialty
area

Med
Live
–
highly
targeted

(global)
real
Jme
market

research
insights

QuanKaMD

-  Over
225K
registered
members
(Growing
plaorm
for
interacJve
web
presentaJons

-  Leverages
KOL’s
and
adult
learning
principles

-  Allows
for
interacJvity,
assessment
and
call
to
acJon

-  Physician-‐level
data
reporJng

Figure
1

-  Over
150K
parKcipaKng
HCP’s

-  30%
of
US
medical
students

-  “Instagram
for
HCPs”

-  Built
as
an
app
for
mobile

-  Available
in
N19
countries

Looks like advanced BCC

Skipta

-  Medical
specialty
speciﬁc
networks,
e.g.

•  Diabetes
Network:
>46K
HCP’s
(Physicians,
Pharmacists,
and
NP’s)

•  GeneraJon
NP:
>58K
NP’s

•  Urology
NaJon:
>13K
Urologists

•  Neurologist
Connect:
>12K
Neuro’s

•  Pharmacist
Society:
>64K
Pharmacists

Medikly

-  A
“MarkeKng
OS”

-  Can
combine
data
from
public,
social,
web,
etc.

-  Segment
and
target
key
digital
inﬂuencers

1 2 3
1
2
3
4
5
6
7
8
1
2
3
4
5
6
7
8
1
2
3
4
5
6
7
8
1
2
3
4
1
2
3
4
5
1
2
3
4
5
6
UN BRANDED SITE
UNBRANDED SITE
MICROSITE
Q&A SITE
LANDING PAGE
SERMO
PEER-REVIEW
LANDING PAGE
UNBRANDED SITE
CONTENT MARKETING
Q&A SITE
UNBRANDED SITE
EMAIL
SOCIAL
LANDING PAGE
MICROSITE 2
MICROSITE 1
SELF-SERVICE SITE
BRANDED SITE
PRODUCT SITE
UNBRANDED SITE
EMAIL
NEWSLETTER
SOCIAL
PEER-REVIEW
Q&A SITE
SELF-SERVICE SITE
BANNER AD
PRESS RELEASE
ARTICLES
EMAIL
DOXIMITY
EMAIL
HAYMARKET
SERMO
ENGAGECONSIDERAWARENESS 4 5CONVERT RETAIN
PV
(Physician
Value)
Index

Map
physician
journey
to
conversion

Map
physician
journey
to
conversion

@PointOfCare

-  Physician
+
PaKent
Real
Time
Data
Sharing
Plaorm

-  Allows
physician
to
“prescribe”
app
@POC

-  Syncs
data
during
visit
or
on
demand

-  Aggregates
paJents’
data
to
inform
decision
making

-  Leverages
IBM
Watson
technology
for
HCP
recommendaJons

Drug safety Info
Patient videos
HCP app
3
Patient data
linked to EMR
Digital toolkit
Safety
information
Photo diary &
treatment
journal
Refill
reminder
Patient
education
Safety
information
Doctor sync
Patient/caregiver app

LinkedIn

-  Not a typical source for health-seeking behavior – groups/
discussions are driven by professional association and topics
-  Limited customization options for design/content
-  Not SEO optimized – need to login to gain access content
+  Large global network of professionals – 1 in 3 professionals on
LinkedIn
+  Highly qualified, detailed social profiles that can be targeted –
great for lead gen, especially B2B
+  Trusted source of content attached to professional profiles
+  6x more engagement on published content vs. jobs
+  Paid media buys are integrated into content and/or associated
with trusted profiles
Meh!
Ads, Pages and InMails Corporate Account
Unbranded Disease
Awareness Page
Branded Product Page

HCP
Audience
is
Growing
on
LinkedIn

Source:
LinkedIn
Analy2cs,
November
2013

30%
of
HCP’s
Have
Read
an
InMail
and
42%
Have
Seen
a
Company

Status
Update
on
LinkedIn

Source:
LinkedIn
Analy2cs,
November
2013

HCP’s
Are
Open
to
InteracKng
with
Healthcare
and
Pharma

Companies
via
LinkedIn

Source:
LinkedIn
Analy2cs,
November
2013

OpportuniKes
for
Pharma

Top
3
Resources
HCPs
Want
to
Access
on
LinkedIn

•  CME

•  Research
Findings

•  Conference
informaKon

Source:
LinkedIn

Twimer

-  140 character limit does not allow for ISI, legal disclaimers, etc.
-  Requires constant monitoring/support and quick responses to be
relevant
-  Extremely competitive for visibility, but easy to track metrics/
links, etc.
-  Needs workflow, AE/escalation plan, and editorial plan to be
effective
-  Technical updates to Twitter platform may impact profile page
layout/appearance
+  High social engagement (retweets, etc.) and excellent “driver” of
traffic to other digital/web properties
+  Extremely conversational – acts as a powerful “backchannel” for
events
+  Hashtags allow for topical differentiation and finding/joining
memes
+  Easy to get started and to get short messages approved;
Establishing pharma regs and support team
+  Promoted tweets/accounts can drive traffic
+  Twitter Cards: Promoted Tweets, Website/Media Cards, Lead Gen
Cards, Twitter x TV
Meh!
(Highly Targeted)
Promoted Twitter Cards
Corporate Account
Unbranded Disease
Awareness Page
Branded Product Page

Use
of
Twimer
at
Medical
MeeKngs
Has
Been
Growing

37
Source:
Symplur.com

VisualizaKon
of
#ACC15
ConversaKon:

All
MenKons
Within
Ecosystem

VisualizaKon
of
#ACC15
ConversaKon:

Handles
MenKoned
At
Least
10
Times

VisualizaKon
of
#ACC15
ConversaKon:

Physicians
With
The
BROADEST
Group
of
Top
20
MenKons

0
500
1000
1500
2000
2500

Nephrology

Endocrinology

Hematology

Anesthesiology

Obstetrics
&
Gynecology

Specialist

Urology

Pediatrics

Surgery

Geriatric
Medicine

Radiology

Thoracic
Surgery

"All
Others"

Emergency
Medicine

Family
Medicine

Gastroenterology

Hospice
and
PalliaJve
Medicine

Resident

Internal
Medicine

Cardiology

VisualizaKon
of
#ACC15
ConversaKon:

Specialty
Breakdown
of
Tweets

Twimer
ConversaKon
at
#ASCO13
is
Doubling
YOY

Genentech
Tweets
@
#ASCO13

43

Even
aper
the
meeKng,
@Genentech

conKnue
to
engage
their
audience
with

interesKng
and
humorous
tweets/videos

Links
to
their
ASCO
microsite,
where

they
have
“handy
#ASCOIQ

ﬂashcards”
–
added
value

RT’ed
by
@adamfeuerstein,
leading
to

many
more
RT’s
for
@genentech

How
Genentech
Leveraged
Digital
and
Social
Media
at
#ASCO13

44

Thank You!
@shwen
http://LinkedIn.com/in/shwen

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