As physicians across the world embrace social networks, pharmaceutical firms are beginning to explore new means of engagement. It examines overall trends in social media, how physicians are adopting social networks across the world, current physician needs, examples of pharma initiatives and opportunities for pharma/physician engagement in 2010. This presentation is a condensed version of a more detailed overview I recently used for discussions with pharmaceutical firms in the U.S and abroad.

1. Engaging HCPs via Social Media
March 2010
Joel Selzer
Co-Founder & CEO

2. Social Networking
is Taking The
World By Storm
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3. Visitors to Facebook and Twitter Grew By
Leaps and Bounds in 2009
Top U.S. Social Media Sites December 2009
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4. Social Networking is a Worldwide Phenomenon
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5. Facebook Added 50 Million New Users
Worldwide in the Past 2 Months
More than 400
million active users
50% of active users
log on to Facebook
in any given day
More than 8 billion
More than 3 billion minutes are spent on
photos uploaded to the Facebook each day
site each month (worldwide)
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6. Twitter has Become Ubiquitous
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7. Physicians Have
Embraced Social
Media
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8. Physicians are Interacting through Digital and
Social Media Channels
Physicians engage online as part of their
clinical workflow…
of physicians search for drug
information through digital channels
… and they have embraced social media
for Peer-to-Peer interaction
of physicians are interested in or
already use physician social networks
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9. Physicians Across the World Believe the
Internet is Essential to their Practice
The internet is essential
% physicians agreeing
to my professional practice*
*Manhattan Research, Taking the
Pulse Asia v9.0, 2009 9

10. Demand for Physician Social Networks is
High Across Asia
% physicians
*Manhattan Research, Taking the
Pulse Asia v9.0, 2009 10

11. Physicians Will Not
Interact
Professionally on
Public Sites
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12. Physicians Utilize a Growing Number of Private
Networking Sites throughout the World
Current Uses:
- Ask & Answer Questions
- Network with Peers
- Consult on Clinical Cases
- Discuss Product Efficacy
- Review Public Health Alerts
- Consume CME & Educational Videos
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13. For Example:
Physicians on
Ozmosis
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14. 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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15. Ozmosis Provides a Trusted Environment for
Physician Interaction
Why is Ozmosis the Most Trusted Physician’s Network?
You are Entering a Pharma
Sponsored Area
Ozmosis will not share your
personal information
or discussions without your
express permission.
Ozmosis uses real names Physicians must opt-in to
and credentials Pharma areas
Only licensed & verified All commercial affiliations
physicians are members must be disclosed
The Result:
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16. Physicians Use Ozmosis at the Point of Care to
Collaborate with Colleagues
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17. How can Pharma
Engage HCPs via
Social Media
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18. Today, Pharma Primarily uses Social Media
for Observation and Research
Observation: Conduct Research:
Monitor discussions to uncover:
- Unmet needs Post and answer questions
directly within a physician
- Drug usage & treatment trends community
- Unknown side-effects
Conduct surveys
- Off-label usage
Establish panels based on pre-
- Early identification of critical issues selected criteria
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19. Some have Taken Steps to Engage Physicians
in Meaningful Ways
Engagement:
Hosting specialty communities
Scientific staff are participating in discussions
Delivering virtual training and networking
opportunities
Providing live customer support
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20. ACG & AstraZeneca Recently Launched a
Virtual Scientific Meeting
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21. Boehringer Ingelheim Won a PM Society Award
for its e-Marketing Campaign on Doctors.net.uk
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
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22. Syndicom Brings Spine Surgeons and Device
Manufacturers Together for Training & Networking
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23. Yammer’s use as an Internal Collaboration Tool
can Open Pharma’s Eyes to New Possibilities
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24. How Can Pharma
Move Forward In
2010?
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25. 33% of Physicians Review Product or Treatment
Options via Social Media
*Manhattan Research, Taking the
Pulse v9.0, 2009 25

26. What do Physicians Really Want from Pharma?
Physicians Need:
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)
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27. Successful Engagement Requires More than the
Right Platform
Trust Platform Engagement
Physicians need to know Physicians need Physicians need an “On
who they are learning personalized services Demand” service model
from and relevant to their for real-time answers
communicating with information needs and support
Information must come Environment must be Peer-to-peer interaction
from verified and secure to ensure should drive product
credible sources privacy adoption
Platform should
integrate with your
existing content and e-
services
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28. Set a Path Towards True Engagement and
Customer Service
1. Take calculated steps forward
- assess and mitigate your risks before scaling programs
2. Focus on the strategy not tactics
- define an integrated and comprehensive approach
3. Accelerate shift to a customer centric model
- Focus efforts on what HCPs need at the point of care
4. Interact with physicians on their terms
- answer questions quickly and deliver service on demand
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29. Concerns Regarding Adverse Events and Off
Label Discussions may be Overstated
Only 1 in 500 cases from the *research meet ABPI criteria
*Nielson Online – September 2008 29

30. Don’t let Regulatory Uncertainty Hinder your
Efforts
*Courtesy of John Mack
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31. 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
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