1KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
Sermo Overview and ApplicationApril 2008
*
*Means “conversation” in Latin
2KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
Agenda
• What is Sermo?
• Who are Sermo physicians?
• How are physicians using Sermo to collaborate?
• How can Your Client leverage Sermo?
3KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
So What is Sermo?
4KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
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……..
5KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
…..and exchange dialogue with leading organizations in financial services, healthcare and government to shape the best practices in American medicine today.
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Who are Sermo physicians?
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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
8KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
How are MDs/DOs Using Sermo to Collaborate?
• Treatment Challenges• Drug Debates• Drug Advice• Diagnosing Challenges• Drug Trial and Adoption Questions
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Diagnosing Challenges
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Treatment Challenges
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Drug Discussion
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Drug Debates
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Drug Debate
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Drug Advice
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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
16KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
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.
17KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
Client Strategies
1. Inform strategies via Posts, Dashboard and Surveys
2. Recruit physicians into targeted interactions
3. Influence through physicians discussion
4. Dialogue Directly
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Inform Strategies: Observe what physicians think about your product and see what they are saying to one another
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Inform Strategies: Gain Early Insight into Trial
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Inform Strategies: Track Adoption
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Client Dashboard: Track Products, Disease Categories, Competitors, Etc.
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Dive into Data and Track Information Over Time
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Inform Strategies: HotSpot Survey Appear in Contextually Relevant Places
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Physicians Click on an “Earn” HotSpot for More Information
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Physicians Click Start Earning to Go to Opportunity
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Feedback from 1,894 MDs in hours
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Client Strategies
1. Inform strategies, Gauge physician mindset
2. Recruit physicians into targeted interactions
3. Influence through physicians discussion
4. Dialogue Directly
28KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
Any Educational or Informational Opportunity On or Off the Web
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Every Opportunity has a Detailed Description Page
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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.
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“Start Learning” or “Start Earning” Takes Physicians To The Opportunity
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…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
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Client Strategies
1. Inform strategies, Gauge physician mindset
2. Raise awareness through targeted interactions
3. Influence through physicians’ discussion
4. Dialogue Directly
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AlphaMD Client Post (Triggers Conversation and Follow Up Posts Among Physician Community)
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And Then Again A Few Weeks Later…
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Which drug do you use for first-line therapy?
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4. Physician-to-Physician Dialogue In AlphaMD
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Sample Direct Physician-to-Physician Dialogue
39KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
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
40KNOW MORE. KNOW EARLIER. ©Copyright 2007, Sermo Inc. - CONFIDENTIAL
“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.
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