ePharma Summit Day 2

Here is the agenda for today’s sessions, with a list of all speakers/details (so I don’t have to reproduce it and risk carpal tunnel syndrome). You can also see a running list of Twitter posts on Shwen Gwee‘s Med 2.0 blog.

Thought Leader forum – Integration, Scale, ROI – What Really Matters? (by title, this sounds like a real grab-bag!) Moderator: Paul Ivans, Evolution Road

(I’ll just list out interesting and salient points and factoids as they come up).

• New patient starts, and refills, are improving (attributed to marketing efforts – is that a valid conclusion? -SW)
• “Digital is the Connective Tissue of our lives” – beyond basic browsing to addressable advertising through multiple digital channels
• Move from product-centric approach to bigger emphasis on health info/support/services
• Ex: digital pill dispensing devices
• Ex: FitBit – mini device (Wi-fi) that tracks your exercise, sleep, etc.
• Ex: AT&T Telehealth – tie together various monitoring devices, connected to home medical gateway/doctor
• Think BIG – look for ways to drive business with e-apps. Get into the game with emerging media.
• Buzz: Personal and Environmental Sustainability
• Buzz: DTC beyond TV (talk to your doctor is not a call to action anymore)
• Buzz: Branded Engagement. Originality + The Perfect Fit = Purpose
• “Content at the point of consumption is the new pink” Static websites are dead
• The marketing funnel is now a maze. No longer a linear process. Customers now control the brand equity.
• Web 3.0 and mobile location based services will change the game for search and advertising
• We will go from audiences of millions to millions of audiences (from David Kramer, Digitas Health)
• The New Commercial model will require new sets of skills in Health Economics, Managed Care Mkting, etc.
• The third marketing channel – social influence marketing
• The power of social is to get to the “influencer”
• Dynamic of social media space fundamentally different from earlier web approaches
• Baby steps and persistence need for social media approaches right now
• Try to introduce med/reg/legal people to social media acc. to their interests outside of pharma
• Maybe not have marketing lead the social media discussion internally – med/legal types will be cynical by the brand message folks. Get a broader group to lead the initiative.

Josh Bernoff, Forrester Research Inc., Groundswell: Winning in a World Transformed by Social Technologies

• Social trend – people use technologies to get what they need from each other, not traditional institutions. You cannot control it – but you need to participate.
• Not surprisingly, the Motrin Mom kerfuffle, and the Twitterstorm that raged.
• The Google search for Motrin – enduring impact of Motrin Mom incident. Not just a weekend storm.
• People decide on their own who you are, and what you stand for.
• 4 step approach to social involvement POST – People (assess customers’ social activities) Objectives (what do you want to accomplish) Strategy (plan for how relationships with customers will change) Technology (what will you use)
• The Social Ladder (from top to bottom) Creators / Critics / Collectors / Joiners / Spectators / Inactives
• Age is the main predictor of level of participation. Much more participation at younger age.
• Those who research medical/drug stuff on-line are much higher on the participation scale
• Drugs with the most social patients – Flovent, Prozac, Lunesta, Lotrel. Why? Unknown
• Most social participation by disease: Mood disorder (other than depr), Least – osteoporosis
• Many medical professionals are Spectators
• Research > Listening
• Marketing > Talking/Listening
• Sales > Energizing
• MD Anderson teamed with Communispace to listen to concerns/issues re: cancer patients. E.g. – waiting for treatment was a real problem (time is precious). Learned they need to reach out more pro-actively to primary care physicians
• Talking (2-way) vs. Shouting
• Case studies: P&G Tampons, Sermo/Vyvanse.
• Energizing – helping your best customers recruit others. Gardasil Facebook application. Spread public awareness. Controlled messaging, video, post your support on the wall, use icon/background
• Supporting – enabling customers to support each other.  AstraZeneca’s Arimidex. Create your own avatar – invite your friends to send messages of support (“Celebration chain”)
• Embracing – involving your customers. My Starbucks idea. 50,000 suggestions received; 40 implemented.
• Educate executives/legal; find your innovators; engage Legal early; start with limited scope project (1 specific area and audience); include separate resources for internal/external interfacing; partner with third parties with established solutions.

Michael Roizen, Chief Wellness Officer, Cleveland Clinic: Everything YOU need to know about interacting with patients

• Two revolutions coming in medicine – Genomics and Stem cells (personalized medicine)
• Genomics (parsing your particular makeup) will soon be standard practice, to help with targeted treatment
• Growing your own spare parts via stem cells
• Getting patients “emotionally involved” with their bodies – awareness.
• Prevention is different from wellness. Maintain higher quality of life as you age (wellness).
• Type 2 diabetes – you age 1.5 years (equiv) for every 1 year of life if not well controlled. Controlled – only +1 yr.
• “Food, physical activity, and meds are your friends”
• You get to change your family history.
• 60% lower risk of heart attacks by eating 6 half walnuts a day in a study
• Aspirin group major benefit over placebo for colo-rectal cancer
• (Dr Roizen wrote the Real Age and You… books, co-founded RealAge.com)
• You get to control which of your genes are on/off to a large degree. You control your genetic inheritance.
• San Francisco is built on 3 fault lines, and has appropriate building codes. We have to put in the proper codes for our genes.
• Changing 1 food group (broccoli) make change in gene expression, toward cancer prevention
• Need a smart patient; less emphasis on sick-cure
• Belly fat vs. hip-area fat. Belly fat hormonally active and self-replicating, affects insulin.
• Glycosylation – addition of glucose molecules to proteins where they don’t belong. Weakens binding between cells. Leads to athersclerosis LDL build-up).
• Tim Russert was not a smart patient. Accumulation of belly fat, poor eating habits.
• Prescription of various pills all should take
• Wish there had been a specific tie-in to ePharma, eHealth…good stuff, but medical talk  only. Not really ePharma-specific.

Panel: Motivating Healthy Behavior to Engage Consumers and Physicians

• This is kinda sounding like a “RealAge” commercial.
• Voices of Mammosite. RealAge NovoSure (Novashore?) program. Support groups/mentoring/ambassadors to help new patients.
• Will e-enabled on-line communities help with compliance/persistency?
• Some good info in this panel on general lifestyle/health management, but off-topic from ePharma. Too much reference of RealAge, which is a major sponsor of the conference.

Christopher Schroeder, CEO/President, The Health Central Network – Embracing Risk-taking and Innovation

• The world we’re in is “new” – not going back cyclically. Great new enterprises will arise (there will be New winners, and Old losers)
• Delusion: we’ll “get through this” and be back to where we were. No.
• Regulation is “cool” again.
• This is a web-savvy administration.
• Where people learn from each other is where you find active recruits. Treatment happens in a context.
• People speak in their own words. Real people think of health in terms of their day-to-day lives. Not clinical abstractions.
• Camaraderie – best compliance people in dialogue with peers.
• Multi-word, long-tail searches – dramatic impact on search results. Much more active people.
• Pop culture impact on searches: “Sopranos + Lexapro” Lessen stigma
• Addressing wives via social media after Tim Russert death – health concerns

Driving Policy/Guidelines around the use of Social Media in Pharma (panel discussion – Marc Monseau, Fabio Gratton, Fard Johnmar, Robert Goldberg)

• MM – putting a series of internal policies in place for J&J social media usage
• FG – formulate overall governance early, with cross-section of stakeholders
• MM – don’t make policies too detailed, as technologies/approaches change rapidly.
• MM – conversations are already happening “out there” – you’re either in the game, or not.
• FG – why are we NOT in front of our communities?????
• FJ – what does company leadership want in the realm of communicating with patients
• FG – the COMMITMENT required to build social relationships on-line. Long-term mentality. YES! (I’ll be reinforcing this tomorrow in our soc. med. panel discussion at 8:30 am)
• FG – Do the right thing, and let results follow.
• MM – very little actual usage of social media tools by executive/legal teams in pharma
• The risk of NOT using social media to build communications/relationships

John Mangano, Senior Director, comScore – Benchmarks for the Pharma Industry

• Measuring success for pharma clients; using experience to create industry norms
• 30 studies, 20 brands, over 5 years, consumers only, control
• Survey methodology; and Rx database match
• Almost 12-point lift (patient starts) for those who visited a brand.com site. 25-point lift for existing patients compliance.
• Cumulative effect of multiple components of marketing mix
• Display ad latent effects up to 3 weeks after end of campaign

Panel discussion: Medscape, Microsoft, Omnimedix – Health 3.0 coming?

• Coming semantic web (3.o) – large database with rich information store
• Is eHealth good medicine for Pharma? Can be. Price pressures, but potentially far better usage
• 80% of US patients want e-mail access with physicians; only 9% of physicians do this
• The Personal Health Record dog will wag the Electronic Medical Records tail.
• Self-diagnosis via Google! Web search + Machine  learning -> collective worldwide experience pool.
• TrialX.org – search for possible clinical trials using your Personal Health Record (either MS HealthVault or Google)

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