«THE RUSSIAN WAY»

THE DEVELOPMENT OF HEALTHCARE PROFESSIONAL

ONLINE COMMUNITIES

E-DETAILING 2.0 SYSTEM

Evgeniy Vishkovskiy, “Vrachi RF”

CEO, Founder

September 2013

VrachiRF.ru

HCP IN POPULAR SOCIAL NETS

835000815000 *

55000

Odnoklassniki V Kontakte Facebook

Number of Russian speaking users stating higher

medical education on their pages

Source: own analysis of the open statistic data of the presented nets on 89 medical universities and academies from Russia and other CIS countries, August 2013* over 22 years old

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Not only are MDs present in social

media. They actively form

professional groups and

communities

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RUSSIAN HCP COMMUNITIES QUANTITATIVE ANALYSIS

Source: own analysis of the open statistic data, August 2013 Included are major communities over 10000 persons and groups over 3000 persons* registration demands detailed personal information** registration demands only an e-mail*** over 24 years old

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

+ 300K preregistered at VrachiRF.ru MDs receiving news feed by e-mail

VrachiRF.ru

DYNAMICS OF DEVELOPMENT OF PROFESSIONAL GROUPS AND

COMMUNITIES IN THE INTERNET

3500

30000

400000

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

May, 2010Old medical forums: medscape.ru and

rusmedserv.com

May, 2011Several groups in Odnoklassniki and V

Kontakte, several professional communities

May 2012Total coverage of Vrachi RF

(digest via e-mails, popular social nets, vrachirf.ru)

Within just one year Russian speaking MD’s got united in such a numerous community. Are you ready for the change?

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RUSSIAN HCP COMMUNITIES QUALITATIVE ANALYSIS

• From what sources was the audience attracted?

• What was the motivation for the users to come?

• You do not see the real picture unless you ask for

independent statistics (Google Analytics, Yandex

Metrika, Liveinternet etc.)

• High refusal rate = not target audience

• Check data on integrity

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SPECIFIC DRIVERS FOR MDS TO PARTICIPATE IN THE COMMUNITIES

Source: “Glas Vracha”, February 2013, 579 respondentshttp://vrachirf.ru/company-announce-single/1829

12%

5%

8%

11%

48%

61%

91%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Direct contact with medical representatives of pharmaceutical companies

Renumeration for participation in polls and contests

To share the experience and get public acknowledgement

To get advice from the colleages

To feel being a part of the professional community

Staying informed about professional news and events

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CONTENT OF INTEREST

Source: “Glas Vracha”, March 2013, 898 respondentshttp://vrachirf.ru/company-announce-single/1919

7%

36%

38%

40%

40%

42%

42%

70%

75%

83%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other

Materials of the pharmaceutical producers on effective and safe usage of medicines

Clinical problems

Medical polls

Colleagues sharing their experience

Video from conferences and congesses

Discussions on publications with colleagues

Clinical cases

General news of the healthcare community

Articles and other scientific publications

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INFLUENCE ON PRESRIPTION

Source: “Glas Vracha”, March 2013, 420 respondentshttp://vrachirf.ru/company-announce-single/1997

Are you ready to use the information on effectiveness and safety of medicines received from "Vrachi RF" to take decision on treatment regimen and prescription?

3%

4%

6%

30%

57%

0% 10% 20% 30% 40% 50% 60%

In my work I do not take decision on treatment regimen and prescription

Other

No

Probably

Yes

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STATISTICS OF TOPICS BY PHARMACEUTICAL BRANDS

• 10-20 topics monthly covering drug application

and discussing their qualities

• Each topic is studied by from several hundred

to several thousand doctors. Each topic gets up

to 50 comments

• Informational impact of one topic discussed in

the network can be compared with a whole

month of teamwork of medical representatives

and marketing professionals

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RISKS FOR THE PHARMACEUTICAL COMPANIES

• The products are being actively discussed by

doctors, while up-to-date information from producer

company is missing

• Producer companies may be lacking a ready

strategy, budget and trained staff for work with

doctors’ Internet communities

• Information travels superfast in the Internet. Will

the company’s representatives be able to formulate

their point in case of negative remarks before the

final negative opinion is formed?

VrachiRF.ru

CURRENT MARKETING ACTIVITY OVERVIEW

• Small and middle size companies

mainly: motivated, flexible, ready to

take decisions and act

• Big pharma mainly: slow and high

level of bureaucracy, employees’

interests often differ from those of

the company

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PROVEN TO WORK - 3 IN 1 TOOL

• Inform as specialized press

publications

• Contact in person as medical

representatives

• Monitor doctors’ opinions as polls

and focus groups

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QUESTIONS TO DISCUSS

• Do you know what doctors say in the Internet

about your products?

• Are there in your team specially trained

people, in charge of representing your company

in the Internet communities for doctors?

• How soon is your team prepared to react to

topics, arising in the Internet doctors

communities, concerning your products?

VrachiRF.ru

Thank you and see you at: facebook.com/edetailing.blog

E-DETAILING 2.0 SYSTEM

VrachiRF.ru