Engaging HCPs via Social Media

March 2010

Joel Selzer Co-Founder & CEO

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Social Networking is Taking The

World By Storm

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Visitors to Facebook and Twitter Grew By Leaps and Bounds in 2009

Top U.S. Social Media Sites December 2009

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Social Networking is a Worldwide Phenomenon

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More than 8 billion minutes are spent on Facebook each day (worldwide)

More than 3 billion photos uploaded to the site each month

More than 400 million active users

50% of active users log on to Facebook in any given day

Facebook Added 50 Million New Users Worldwide in the Past 2 Months

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Twitter has Become Ubiquitous

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Physicians Have Embraced Social

Media

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Physicians are Interacting through Digital and Social Media Channels

Physicians engage online as part of their clinical workflow…

… and they have embraced social media for Peer-to-Peer interaction

of physicians search for drug information through digital channels

of physicians are interested in or already use physician social networks

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Physicians Across the World Believe the Internet is Essential to their Practice

% physicians agreeing The internet is essential to my professional practice*

*Manhattan Research, Taking the Pulse Asia v9.0, 2009

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Demand for Physician Social Networks is High Across Asia

% physicians

*Manhattan Research, Taking the Pulse Asia v9.0, 2009

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Physicians Will Not Interact

Professionally on Public Sites

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Physicians Utilize a Growing Number of Private Networking Sites throughout the World

-  Ask & Answer Questions

- Network with Peers

- Consult on Clinical Cases

- Discuss Product Efficacy

-  Review Public Health Alerts

-  Consume CME & Educational Videos

Current Uses:

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For Example: Physicians on

Ozmosis

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Ozmosis Enables Physicians to Learn from Sources they Trust

Professional application of a social network enables licensed MDs and DOs to exchange medical knowledge

Real physician identities are properly verified and clearly displayed to all members

Power of the trusted network delivers personalized and relevant information to every physician

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Why is Ozmosis the Most Trusted Physician’s Network?

Ozmosis Provides a Trusted Environment for Physician Interaction

You are Entering a Pharma Sponsored Area

Ozmosis will not share your personal information

or discussions without your express permission.

The Result:

Physicians must opt-in to Pharma areas

All commercial affiliations must be disclosed

Ozmosis uses real names and credentials

Only licensed & verified physicians are members

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Physicians Use Ozmosis at the Point of Care to Collaborate with Colleagues

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How can Pharma Engage HCPs via

Social Media

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Monitor discussions to uncover:

-  Unmet needs

- Drug usage & treatment trends

-  Unknown side-effects

-  Off-label usage

- Early identification of critical issues

Post and answer questions directly within a physician

community

Conduct surveys

Establish panels based on pre-selected criteria

Today, Pharma Primarily uses Social Media for Observation and Research

Observation: Conduct Research:

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Hosting specialty communities

Scientific staff are participating in discussions

Delivering virtual training and networking opportunities

Providing live customer support

Some have Taken Steps to Engage Physicians in Meaningful Ways

Engagement:

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ACG & AstraZeneca Recently Launched a Virtual Scientific Meeting

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Over the 12-month campaign period 27,000 online doctor interactions resulted a £2.3 million increase in total cash sales versus forecast and

incremental growth in sales of 19 percent

Boehringer Ingelheim Won a PM Society Award for its e-Marketing Campaign on Doctors.net.uk

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Syndicom Brings Spine Surgeons and Device Manufacturers Together for Training & Networking

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Yammer’s use as an Internal Collaboration Tool can Open Pharma’s Eyes to New Possibilities

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How Can Pharma Move Forward In

2010?

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33% of Physicians Review Product or Treatment Options via Social Media

*Manhattan Research, Taking the Pulse v9.0, 2009

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Fast, simple, reliable answers to product questions

Peer to Peer interaction and trusted feedback

Access to customer service provided on their terms (where they want it, how they want it)

What do Physicians Really Want from Pharma?

Physicians Need:

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Successful Engagement Requires More than the Right Platform

Trust Platform Engagement

Physicians need to know who they are learning

from and communicating with

Information must come from verified and credible sources

Physicians need personalized services

relevant to their information needs

Environment must be secure to ensure

privacy

Platform should integrate with your

existing content and e-services

Physicians need an “On Demand” service model for real-time answers

and support

Peer-to-peer interaction should drive product

adoption

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3. Accelerate shift to a customer centric model - Focus efforts on what HCPs need at the point of care

2. Focus on the strategy not tactics - define an integrated and comprehensive approach

4. Interact with physicians on their terms - answer questions quickly and deliver service on demand

1. Take calculated steps forward - assess and mitigate your risks before scaling programs

Set a Path Towards True Engagement and Customer Service

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Concerns Regarding Adverse Events and Off Label Discussions may be Overstated

*Nielson Online – September 2008

Only 1 in 500 cases from the *research meet ABPI criteria

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Don’t let Regulatory Uncertainty Hinder your Efforts

*Courtesy of John Mack

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Please contact the Ozmosis team for additional information

Joel Selzer Co-Founder & CEO - Ozmosis

http://twitter.com/jbselz

http://www.facebook.com/joel.selzer

(202) 595-8005 joel@ozmosis.com