©Copyright 2007, Sermo Inc. - CONFIDENTIAL 1 KNOW MORE. KNOW EARLIER. Sermo Overview and...

1KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL

Sermo Overview and ApplicationApril 2008

*

*Means “conversation” in Latin


Agenda

• What is Sermo?

• Who are Sermo physicians?

• How are physicians using Sermo to collaborate?

• How can Your Client leverage Sermo?


So What is Sermo?


Sermo, the fastest-growing online professional network for physicians, where over 61,000 (and growing 1-2K per week)

practicing MDs from 36 different specialties collaborate on patient care……..


…..and exchange dialogue with leading organizations in financial services, healthcare and government to shape the best practices in American medicine today.


Who are Sermo physicians?


Sermo User Demographics

Sermo members markedly older than average internet user

0%

10%

20%

30%

40%

<30 30-39 40-49 50-59 60+

Age

Hours spent on the site have been steadily increasing

05,000

10,00015,00020,00025,000

Month

Tota

l hou

rs s

pent

on

Ser

mo

More than 35 specialties represented among 60,000+ doctors

Specialties with >8,000 doctors• Internal Medicine • Family Medicine• PediatricsSpecialties with >4,000 doctors• Surgery • Obstetrics• Cardiology • Pain Medicine • Gynecology• Psychiatry

Specialties with >1,500 doctors• Endocrinology • Obstetrics• Gastroenterology • Pain Medicine • Gynecology • Anesthesiology• Women’s Health • Infectious Disease• Hematology/ • Critical Care Oncology • Ophthalmology• Psychiatry • Dermatology• Neurology • Geriatrics• Orthopaedics • Radiology

Specialties with >1,000 doctors• Allergy and Immunology • Pulmonology • Nephrology • Physiatry• Otolaryngology • Urology

Plus 4,000 doctors in other specialties such as Med/Peds, Rheumatology, Pathology, Surgical Oncology, and Radiation Oncology


How are MDs/DOs Using Sermo to Collaborate?

• Treatment Challenges• Drug Debates• Drug Advice• Diagnosing Challenges• Drug Trial and Adoption Questions


Diagnosing Challenges


Treatment Challenges


Drug Discussion


Drug Debates


Drug Debate


Drug Advice


How Can Your Client Leverage Sermo?

Whole New Channel to Engage with Physicians• Inform Strategies, Gauge physician mindset • Recruit Targeted MDs into Events and Activities• Influence Using Physicians’ Discussion• Engage in Dialogue Directly


Areas of Focus for the Client/Sermo Engagement

• Inform your strategies and recommendations to clients:

– Gain insights in to physician mindset right now, through observation and focused research around organic community conversations

• Raise awareness through targeting and dialogue

– Initiate conversations within the community or only with targeted MDs to increase Physician awareness and grow mindshare on a specific topic.

– Recruit targeted MDs into panel discussions that will inform client strategies - offer honorarium incentives for participation

– Present valuable data and information to targeted physicians, and get qualitative and quantitative feedback instantly: will this information impact the way they treat patients?

• Educate and influence targeted physicians: leverage community key opinion leaders

– Recruit highly-ranked physicians within the community to lead panel discussions within Sermo’s open forum, to share their own experiences and educate/answer questions from their peers

– Deliver any pre-existing educational content to targeted MDs at a contextually-relevant time

• Engage your clients’ Medical Directors in an open dialogue with the Sermo community

– During a product launch or a time of breaking news for a product or company, a client’s Medical Director can enter into a direct dialogue with the physician community through Sermo. Through this method of peer-to-peer interaction, your clients will be able to gauge medical community sentiment more quickly, and will be able to address potential issues immediately.


Client Strategies

1. Inform strategies via Posts, Dashboard and Surveys

2. Recruit physicians into targeted interactions

3. Influence through physicians discussion

4. Dialogue Directly


Inform Strategies: Observe what physicians think about your product and see what they are saying to one another


Inform Strategies: Gain Early Insight into Trial


Inform Strategies: Track Adoption


Client Dashboard: Track Products, Disease Categories, Competitors, Etc.


Dive into Data and Track Information Over Time


Inform Strategies: HotSpot Survey Appear in Contextually Relevant Places


Physicians Click on an “Earn” HotSpot for More Information


Physicians Click Start Earning to Go to Opportunity


Feedback from 1,894 MDs in hours


Client Strategies

1. Inform strategies, Gauge physician mindset

2. Recruit physicians into targeted interactions

3. Influence through physicians discussion



Any Educational or Informational Opportunity On or Off the Web


Every Opportunity has a Detailed Description Page


Return to Sermo

HotSpot Popup

Opportunityinteraction

www.any_url.com

On

-Ser

mo

Off

-Ser

mo

Start

…Where do HotSpots Take Physicians? Any URL You Want.


“Start Learning” or “Start Earning” Takes Physicians To The Opportunity


…And Can Return Them Back to Sermo Where Physicians Rate Every Interaction and Comment

Other “Learn” Examples• Release of Trial Data• KOL Events• Benchmarking Challenges• Peer-Reviewed Journal Articles• Slides Sets


Client Strategies

1. Inform strategies, Gauge physician mindset

2. Raise awareness through targeted interactions

3. Influence through physicians’ discussion



AlphaMD Client Post (Triggers Conversation and Follow Up Posts Among Physician Community)


And Then Again A Few Weeks Later…


Which drug do you use for first-line therapy?


4. Physician-to-Physician Dialogue In AlphaMD


Sample Direct Physician-to-Physician Dialogue


Month 1 Month 4 Month 8 Month 12

Educational

Hotspot “An

Interactive

Patient Case and

Benchmarking

Challenge”

Leveraging Sermo Over a 12-Month Period

Research: Creative Development and Testing (DTC Campaigns, DTP Field-Based Materials, etc.)

Targeted HS Survey:

Gauging Impact of

Awareness of Product

Benefits (dosing,

tolerability, etc.)

Observation and Insights: Gauge current physician mindset around Your Client’s therapy; the category in

general; understand linguistics and attitudes of physicians

Unbranded Posting Campaign: sharing data

and assessing impact of potential issues

w/ existing therapies; raising awareness

around new therapeutic alternatives

Hotspot Survey (Patient

Profiling): Assess When

Targeted MDs would use

Your Client’s Tx vs. The

Competetion

Hotspot Survey: Invite

Sermo “KOLs” to

Host Peer-to-Peer

Community

Discussions

Educational

Hotspot: Q & A

Panel

Discussions

Around New

Clinical Data/

Client Press

Releases

Delivery of Your

Client’s

Sponsored KOL

Podcast or Poster

Session (following

national

conventions)

Delivery of Your

Client’s eDetail

Campaign, or

Reimbursement

Education to

Targeted MDs

Branded Posting Campaign: Led by Sermo “KOLs”: sharing

benefits of their experiences with Your Client’s products over

other therapies; educating their peers and answering questions

Targeted HS Survey:

Tracking Impact of

Field-Based

Strategies

Public Relations

HS: Your

Client’s Medical

Director Issues a

Direct Response

to Targeted

Physicians


“Web 2.0 is really about getting individuals to participate... Connecting in more interactive ways can be incredibly powerful. Enabling individuals is

what it’s all about and that’s something we haven’t had before.”

Len Starnes, Head European eBusiness, Bayer Schering.

©Copyright 2007, Sermo Inc. - CONFIDENTIAL 1 KNOW MORE. KNOW EARLIER. Sermo Overview and...

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