Health 2.0: A Game-changer in the Health Care Industry

Health 2.0: A Game-changer in the Health Care Industry

Health 2.0: A Game-changer in the
Health Care Industry

With the growth of online technology       Definition of Health 2.0: Web 2.0-         across all age groups. The number of
               Realizing Synergies and Maximizing Value through
and mobile innovations,     health         based   online  networks  and  mobile-     users Post-Merger
                                                                                             looking for prescription drug
information has never been more            enabled services where patients,           information online grew from 25
accessible. Given   the constraintsStrategies
                                    of     health professionals, biomedical           million in 2002 to 100 million in 2008.
working in a tightly regulated             researchers, life sciences companies,      The Internet is now the top source of
environment, life sciences companies       payers and government can interact         health information for adults in the
(pharma, biotech and medical device)       globally (see Figure 1).                   U.S., outranking their own physicians.1
have moved slowly to adopt Health                                                     Despite that growth, life science
2.0, treating it as a minor component      Capgemini Consulting recommends            companies spent less than 3 percent of
               In collaboration
of their commercial                with
                       strategies and      that the life sciences industry embrace    their total ad spend for prescription
marketing plans.                           Health 2.0 as a way to gain valuable       medications on Internet ads in 2008
                         LOGO              market LOGO
                                                    insights and heighten        LOGO ($130 million) according to TNS
In contrast, patients,  physicians and       PLACEHOLDER
                                           engagement                       PLACEHOLDER
                                                         with their customers. The    Media Intelligence.2
other key health care(TABLE)
                         players have             (TABLE)
                                           evolution                           (TABLE)
                                                      is occurring now—it’s time
readily adopted Health 2.0. This           to play or be played.
decreases the level of control that life
sciences companies have over the way       The Rise of Health 2.0
their customers obtain product             Adoption of Health 2.0 by patients and
information and marketing messages.        physicians has continued to
Despite the potential risk associated,     grow significantly
these companies need to ask
themselves, “Can we afford to
ignore Health 2.0?”.
The next wave in driving value from your existing shared
service investment

Behind search engines and health
portals, social media are the third               Figure 1: Examples of Health 2.0 Tools
main online tool used by U.S. adults to
find health information.1 Wikipedia,                                  Wikis                                                                                    Mobile Devices

for example, is one common, well-                                   Wikipedia: Health wiki provides articles on health,    Connect patients in remote areas with physicians and
                                                                    diseases, symptoms, treatments                         other health care resources
known social media source. A
confluence of factors has facilitated this                                      Medpedia: Open access medical              Send reminders to patients to stay on their
                                                                                encyclopedia for medical community         drugs and help improve compliance
shift, particularly the increased                                                                                          and persistency issues
expectations in consumers’ minds of
accessibility and active participation
in social communities. This shift will
                                                    Online Forums

                                                                      PatientsLikeMe: Online
                                                     Networks &

                                                                                                                                                  Weblogs by Healthline

                                                                      forum for patients with MS,
have greater importance as the                                                                                                                    professional, covering

                                                                      Parkinson’s, HIV, epilepsy and

                                                                      more to share their experiences                                             aspects of health
pharmaceutical industry transitions
                                                                      Sermo: Physician networking website                     Diabetes
from blockbuster to specialty drugs,                                                                                                   blog offers personal
                                                                      Patient community websites                                       perspectives, experience
where marketing budgets are under                                     (e.g., Crohn’s & Me)
                                                                                                                                                        Twitter: Micro-blogging service that
pressure to reach a smaller target                                                                                                                      enables users to send and read
                                                           Facebook: Patient
population, and in-depth knowledge of                      community
                                                                                                                                                        messages known as tweets
                                                                                                                          YouTube: Video sharing
the niche market is critical.                                                                                             website on which users can
                                                                                 iHealth Record, my PHR: Interactive      upload and share videos
                                                                                 personal records of patient’s medical    ICYou: Video sharing website on topics
There are several key factors that                                               history. Patients can create, manage     like health & wellness, diseases, treatments
                                                                                 and share their personal health
continue to drive the adoption of                                                information with authorized physicians   NIH Podcasts: Latest information about
                                                                                                                          NIH research findings, press conferences,
Health 2.0 practices:                                                                                                     and health campaigns
n Maturing infrastructure                             Personal Health Records                                                                                     Videosharing &
  and technology
  - Mainstream Internet adoption
  - Increased use of mobile devices          perspective, the key health care                                               2). Respected by their fellow patients,
n Favorable market forces                    stakeholder groups are patients,                                               they often provide coaching, best
  - Transition from blockbuster to           health care providers, payers,                                                 practices and assistance with navigating
    specialty drugs                          government and researchers.                                                    the health care system and could be
  - Government acceleration of                                                                                              key partners in kickstarting a Health
    electronic health records                Patient Opinion Leaders Become                                                 2.0 strategy. The Kru report shows
n Change in patient and                      Stronger Influencers                                                           that POLs with unbranded websites
  physician behaviors                        While the influence of Key Opinion                                             have greater numbers of followers as
  - Increased active engagement and          Leaders (KOLs) remains important                                               compared to branded websites.3
    control of personal health               among the physician community,
  - Access to online community and           Patient Opinion Leaders (POLs)—                                                Physicians Embrace Health 2.0 with
    social networks                          specific individuals sharing their                                             Patients and Peers
                                             personal experiences via a Patient                                             Physicians are embracing social media
Health Care Stakeholders                     Support Network independent of                                                 primarily to access real-time data and
Already Embrace Health 2.0                   geography—are wielding significant                                             gain peer support on patient care. A
Where life sciences companies have           influence among patients of specific                                           2009 Manhattan Research study
been slow to adopt Health 2.0                diseases. POLs use social media like                                           shows that 61 percent of physicians in
practices, several health care               YouTube, Facebook and Twitter,                                                 the U.S. use new media, such as blogs
stakeholders have leveraged online           providing their followers a patient                                            and video, and 18 percent use the
tools and communities with                   point of view that is well informed                                            Internet during patient consultation
impressive results. In this health care      about their specific disease (see Figure                                       (see Figure 3).4 Through online

                                                 “How America Searches: Health and Wellness,” iCrossing, January 2008.
2                                            2
                                                 “Drug Makers to Press for Guidance on Web Marketing,” Wall Street Journal, November 12, 2009, p B4.
                                                 “The Pharma-Twitter Experiment: How Brands Can Achieve a 14% Response Rate,” The Kru Report: e-Patient Connections, July 2009.
Even the FDA is participating in social
       Figure 2: POLs Influence Other Patients’ Behaviors and Attitudes                                                                            media, having launched Twitter feeds,
                                                                                                                                                   such as FDA_Drug_Info and FDA
             Matthew Z. from “I’m too young for this” enables young adults with cancer to get better                                               recalls, to notify the public on drug
             information and support
             Number of Twitter followers: 6281                                                                                                     approvals, safety alerts, recalls and
                                                                                                                                                   market withdrawals.
             Community leaders such as Manny H. from tudiabetes use their influence and community
             following to petition the FDA to improve access to and quality of diabetes treatments                                                 Health 2.0: A World of
             Number of Twitter followers: 4495
                                                                                                                                                   Opportunities for Life Sciences
             Amy T. uses her devoted diabetesmine community and crowdsourcing to improve
             diabetics' lives
                                                                                                                                                   For life sciences companies, the
             Number of Twitter followers: 2265                                                                                                     true value of Health 2.0 lies beyond
                                                                                                                                                   traditional marketing and branding.
             Caregivers such as Nathan L. share their personal stories with millions of people to raise                                            Health 2.0 has the ability to:
             awareness for a rare life threatening condition such as Cystic Fibrosis (CF)                                                          n Drive new market insights
             Number of Twitter followers: 1763
                                                                                                                                                   n Improve disease management

          Source: Twitter. Retrieved on March 16, 2010.                                                                                            n Penetrate new markets

                                                                                                                                                   The Impact of Health 2.0 on the
communities like Sermo and                                                      to their customers and to contain costs                            Product Life Cycle
MedScape, health care professionals                                             by managing care and reimbursement                                 Integration of Health 2.0 can improve
can generate real-time discussions                                              more efficiently (see Figure 4).                                   overall sales across the product life
and share information across                                                                                                                       cycle (see Figure 5). Using social
geographies and medical specialties.                                            U.S. Government and Public                                         media to shorten the R&D cycle by
                                                                                Agencies Use Social Media to Raise                                 driving market insights can help
Payers Leverage Health 2.0 to                                                   Public Awareness on Specific Issues                                bring products to market sooner
Improve Revenue and Contain Costs                                               As the health care industry evolves,                               and with better functionality. Social
Payers view Health 2.0 as an opportunity                                        pharmaceutical companies can no                                    media increases awareness which
to improve revenue generation by                                                longer focus only on physicians, but                               compresses the adoption curve. With
offering better products and services                                           need to consider other key stakeholders.                           improved disease management using
                                                                                                                                                   Health 2.0 tools, patients remain
                                                                                                                                                   compliant longer, resulting in longer
       Figure 3: Physicians Continue to Adopt Usage of Social Media4                                                                               maturity and slower decline phases.

                  100%           800,000                                                     Number of physicians in 2007
                                                                                                                                                   Health 2.0 can increase the adoption
                                                                                                                                                   rate and extend the product life cycle
                  93%            744,000
                                                                                             Physicians using internet
                                                                                                                                                   of new drugs, which is important for
                                                                                                                                                   the success of these drugs, especially
                  76%            610,000
                                                                                             Use search engines to find medical information        for niche drugs or chronic diseases.
                   61%          487,000                                                                                                            In Capgemini Consulting’s opinion,
                                                                                             Users of new media (blogs, video, audio)              social media have the potential to
                  18%          142,000                                                                                                             generate a significant positive impact
                                                                                             Use internet during patient consultation              across the product lifecycle.

    “Physicans in 2012: The Outlook for On Demand, Mobile, and Social Digital Media,” Manhattan Research, 2009.
                                                                                                                                          Health 2.0: A Game-changer in the Health Care Industry   3
Case in Point: Physician Benefits5
                                               Figure 4: Payers Utilize Health 2.0 in Connecting with Key Stakeholders
The American Heart Association
(AHA) and American College of                Blue Cross and Blue Shield of Minnesota’s                                                          Payers use sites like HealthGrades and Vitals
                                             “The Healthcare Scoop” was launched in                                                             to access online quality ratings on providers,
Cardiology (ACC)’s Pinnacle registry         2007. They monitored the comments on
                                                                                                                      Access to
                                                                                                                                                physicians and long term care
                                                                                                                  online health care
                                             the site and used them to help with
helps cardiology practices provide           product development
                                                                                                                   provider ratings

                                                                                                                                                         Social networks like MedBillManager,
physicians guidance on managing                                                                                                                          where consumers enter the real
                                                                                                                                        Track medical    prices they are charged for
their patients’ risk factors. Using                                                            Consumer insight
                                                                                                 for product                              expenses       treatment. This helps to spot
data from its computerized                                                                                            Payers                             misbillings and makes it easier to
                                                                                                                                                         document insurance disputes
medical record system to measure
performance across targets                   Cisco Systems and UnitedHealth Group                                                                  Mobile CDH application helps people with
                                             create a nationwide network for                                                      Smart            high-deductible insurance and other
(e.g., patient cholesterol levels),          telemedicine to encourage collaboration
                                                                                                                                applications       consumer-directed health plans estimate
                                             among health professionals, promote                                                                   prices for health services
physicians within a specific practice        wellness and preventive care and extend
                                             the reach of specialists into shortage areas
were able to help their patients hit
their goals, shifting from 70 percent
to 90 percent compliance.
                                        Gaining Market Insight                                                                   n     Accelerating uptake at launch
                                        The Internet offers a source of new                                                      n     Improving post-launch management
                                        insights for the life sciences industry.
                                        Dedicated social communities provide                                                     Online communities can help prioritize
                                        life sciences companies the opportunity                                                  development efforts. For example, UCB
                                        to gain depth of knowledge about a                                                       has partnered with PatientsLikeMe
                                        specific disease. This insight can help                                                  to create an online site to develop its
                                        throughout the product life cycle,                                                       own epilepsy community to capture
                                        from product development through                                                         real-world information from patients.
                                        commercialization, by:                                                                   This will enable UCB to develop more
                                        n Increasing understanding of                                                            effective epilepsy drugs and to help
                                           therapeutic areas                                                                     UCB design value-added services,
                                        n Improving product launch preparation                                                   which will attract customers and
                                                                                                                                 reduce generics erosion (see Figure 6).

                                               Figure 5: The Power of Health 2.0 to Impact the Product Life Cycle
                                             Gain market                                                                                                                          Strengthen
                                               insight                                                            Product Life Cycle                                              marketing &
                                                                                                         Longer maturity
                                                                                                                                                          Slower decline

                                                                             rlie                 Faster growth
                                                                                                                                                           Health 2.0 Model

                                                                                                                                                           Traditional Model

                                                                                                      Product Lifecycle Phases
                                                                           Pre-Launch             Launch          Growth       Maturity        Decline
                                              Penetrate                                                                                                                           Improve
                                             new markets                                                                                                                          disease

                                            “Battle with Heart Disease Moves to the Doctor’s Office,” Wall Street Journal, November 10, 2009, p. D4.
Improving Disease Management                                                   Examples of Health 2.0 tools to                                           Case in Point: Patient Benefits
The current regulatory environment has                                         improve disease management include:
                                                                                                                                                         One of the benefits of Kaiser’s
a greater emphasis on risk management,                                         n Diagnostic tools (e.g., iPhone apps)

from initial drug approval to Risk                                             n Support communities
                                                                                                                                                         Integrated Electronic Health
Evaluation and Mitigation Strategies                                             (social networks)                                                       Records is helping chronic patients
(REMS). Health 2.0 tools—online,                                               n E-consultations (remote                                                 remain healthy.
mobile or both—can help with                                                     health diagnoses)
compliance and persistency, through                                            n Online health stats monitoring

the increased access and frequency of                                            (statistical health tracking)
communications with patients and the                                           n Health reminders (notifications to

integration of patient health records.                                           help patient compliance)
                                                                               n Real-world outcomes research (shared

Life sciences companies can use                                                  treatment and symptom information
Health 2.0 as a key component of                                                 via Patient Support Networks)
their outreach. Health 2.0 provides
the opportunity to address compliance                                          For instance, diabetes patients use
and persistency issues, bring together                                         iPhone apps developed by individuals
key stakeholders faster and at lower                                           like Diabetes Log that allow patients
cost, and track positive outcomes for                                          to log their blood glucose data
drugs using real-world data. Social                                            and export it. Johnson & Johnson
media tools can improve patient health                                         LifeScan recently announced a new
monitoring by increasing patient                                               iPhone app that will allow users
involvement, as compared to limited                                            to upload blood glucose readings
monitoring through routine physician                                           directly from their blood glucose
visits. While the end-result is                                                meters to the iPhone.
improved patient health, the benefits to
improved disease management extend
to physicians and payers.

      Figure 6: PatientsLikeMe and UCB Partnership6

           PatientsLikeMe enables its members to track                                                                                       Pharma company, UCB, increases its disease
           and learn from real-world outcomes                                                                                                knowledge through the epilepsy-focused patient
           PatientsLikeMe enables patients suffering from life-changing                                                                     UCB to collect, analyze and reflect on information received
           diseases to:                                                                                                                     from people with epilepsy for:
            Converse with one another                                                                                                       Increased understanding of the effectiveness of

            Share data on improving their outcomes and                                                                                        epilepsy drugs across the board
              empathize with each other                                                                                                      Confidentiality maintained with no personal

            Learn other techniques to improve their health                                                                                    information divulged
                                                                                                                                             Adverse events to FDA through round-the-clock

           Physicians and researchers can use it to:                                                                                           surveillance, including pharmacovigilance platform for
                                                                                              Patient communities include:                     adverse event monitoring, utilizing an “unique patient
            Find what treatments patients have tried
                                                                                               11,000 users multiple                          identifier”
            Understand the outcome of the treatments
                                                                                                sclerosis                                   UCB has 2 epilepsy drugs in the market and 3 more in
                                                                                               8,000 users with mood                       phase 3 clinical trials
                                                                                               3,500 users with amyotrophic
                                                                                                lateral sclerosis

    “UCB and PatientsLikeMe Partner to Give People With Epilepsy a Voice in Advancing Research” June 15, 2009, http://www.patientslikeme.
     com/press/20090615/18-ucb-and-patientslikeme-partner-to-give-people-with-epilepsy-a-voice-in-advancing-research; “UCB-sponsored           Health 2.0: A Game-changer in the Health Care Industry     5
     PatientsLikeMe Site is Live,”, George Koroneos, Jan 27, 2010.
Penetrating New Markets                             Strengthening Brand Equity                                                     managed, given the risk associated with
                                                    Patients and physicians are                                                    and resistance to the potential loss of
Niche Target Populations                            demanding greater transparency, and                                            control of the marketing message.
As life sciences companies shift their              life sciences companies can provide
development towards products for niche              that while also improving their brand                                          Life sciences companies are now
markets, Health 2.0 can help them                   image through social media. KOLs                                               accepted as part of physician online
align those drugs to the smaller target             and POLs have broader audiences                                                communities, with 59% of physicians
populations. Social media can increase              online than ever before. Establishing                                          welcoming pharma participation on
access, with more directed marketing                two-way communications with these                                              physician social networks.9 With an
communication to physicians, patients               opinion leaders and a company’s target                                         average physician age of 47, Sermo allows
and payers. Shifting customer                       population enhances the company’s                                              visitors to poll the community and
practices are also leading to other                 credibility. Health 2.0 also offers the                                        post questions and also features icons
potential opportunities:                            opportunity to build awareness through                                         located next to targeted conversations
n Increasing patient self-education,                viral marketing campaigns. In a recent                                         to facilitate access to relevant pharma
   particularly using online sources,               survey by ORC Guideline looking at 2012                                        information and services.10
   illustrates the need for life sciences           marketing plans, U.S. pharmaceutical
   companies to participate in                      marketers weighted websites and                                                Risk Tolerance for Improved
   active outreach                                  emerging media as more important                                               Market Benefits
n Outcome-based pricing and changes                 than traditional marketing channels.8                                          Health 2.0 includes risk, which has
   in formulary approval processes                                                                                                 driven limited adoption by life sciences
   demonstrate the need by physicians               Capgemini Consulting recommends                                                companies, especially in a risk-adverse
   and payers for more scientific                   life sciences companies establish                                              and uncertain health care environment.
   evidence and health outcomes data                relationships with POLs to help broaden                                        The challenges primarily focus on:
                                                    the reach of their message, increasing                                         n Loss of control over messaging

Developing Countries                                their proportion of a consumer’s “share                                        n Regulatory and compliance concerns

Developing countries offer new markets              of mind.” Developing this type of                                              n Measuring ROI

for life sciences companies, and the strong         relationship for life sciences companies                                       n Effective execution

mobile penetration in these countries               is a challenge that must be internally
can be leveraged to access patients
and accelerate sales. SMS-based (text)
technologies can improve reach and                       Figure 7: Case Study on the Power of Mobile11
help increase patient compliance with
medications. In addition to SMS, Health
2.0 tools offer lower-cost methods of                   Voxiva, in collaboration
                                                                                                     Mobile HCP
                                                                                                                                  Disease Updates             Vodafone, United Nations and
communication that can be delivered to                  with a Peruvian Regional                                                                              Rockerfeller Foundation’s
                                                        Health Directorate                                                                                    mHealth Alliance teamed up to
smaller target populations (see Figure 7).              developed Nacer, a phone                                                                              aid health care in the developing
                                                        and web-based system for                                                                              world. Projects include:
                                                        health professionals in                                                                                Disease updates via SMS

According to Terry Kramer, strategy                     remote locations to                                                                                    Logging health data from the

director at British operator Vodafone,                  communicate and                                          Mobile Health                                  field (e.g, projects are
                                                        exchange information                                                                                    underway in Brazil and
“There are 2.2 billion mobile phones                                                                                                                            Uganda)
in the developing world, 305 million
computers but only 11 million hospital                  In South Africa, SIMpill is a                                                                         In Mexico, a medical hotline
                                                        sensor-equipped pill bottle                                                                           called MedicallHome lets
beds.”7 Through the use of mobile                       with a SIM card that informs                                                                          patients send medical
technologies, life sciences companies can               doctors whether patients are                                                     Health               questions via SMS
                                                        taking their tuberculosis                                                     Information
provide value-added health care services                medicine
and increase their customer base.
                                                                               “Mobile Phones to Serve as Doctors in Developing Countries.” ReadWriteWeb. S. Perez. February 20, 2009. Retrieved March 3,
                                                                                2010 from
6                                                                                                            8
                                                                                                               “The “E-Dimensions” of Pharmaceutical Advertising,” ORC Guideline, Trend Report June 2009.
                                                  “Physician Online Communities: Physician Social Networking and the New Online Opinion Leaders,” Manhattan Research, Taking the Pulse v8.0 Study, 2008.
Life sciences companies need to                                                media, like display search engine ads,                                  event reporting and the anonymity
holistically weigh the benefits against                                        resulted in six life sciences companies                                 of the web.12 FDA guidelines are not
the risks, as the opportunities can                                            receiving fines by the FDA due to the                                   expected until late 2010 at the earliest,
be substantial when looking at the                                             lack of risk information; responsibility                                but the FDA recognized the need to
overall potential return across the                                            for information that is not controlled                                  address several issues:
product lifecycle.                                                             by those companies is even more                                         n Clarity is needed on how life sciences

                                                                               difficult to contain. Social media, like                                  companies should handle adverse
Loss of Control over the                                                       Twitter with its limit on characters,                                     event reporting while remaining
Marketing Message                                                              also restrict the feasibility of including                                compliant with FDA rules
Social media requires collaboration                                            risk information. POLs and KOLs do                                        - Techniques were suggested on ways
and transparency, leading to a natural                                         not have vested interests in providing                                       to collect the information directly
loss of control over the message. As                                           balanced information. With this in                                           and simplify the process, including
messages get re-communicated, they                                             mind, the challenge facing life sciences                                     consumer-friendly language
can get distorted. (Remember the                                               companies is how they can enable                                          - Challenges remain on the ability
telephone game from childhood?)                                                these types of communication while                                           to recognize and capture the
Traditionally, life sciences companies                                         remaining compliant with FDA rules                                           required information for an
provide complete product information                                           for providing full disclosure.                                               adverse event
and education in static forms:                                                                                                                         n Rules and guidelines for how

marketing collateral and company-                                              The recent FDA hearings on social                                         life sciences companies listen to
controlled product information websites.                                       media on November 11-12, 2009                                             their customers
Marketing campaigns using viral or                                             highlighted life sciences companies’                                      - Interest expressed in monitoring
social media should be designed                                                interest in receiving clarity on this                                        their customers for trends
to enable patient or physician                                                 topic, especially given the concern                                          while containing exposure to
engagement while preventing dilution                                           about potential increased adverse                                            increased risk
or distortion.

Increased Uncertainty Surrounding                                                   Figure 8: Capgemini’s Integration Journey for Health 2.0
Regulatory Restrictions and Adverse
                                                                                                                                Health 2.0 Integration Journey
Event Reporting
Tight monitoring is required and fast                                                 As-is Assessment                                                              Cross-functional
                                                                                                                    Health 2.0 Vision    Transformation Path                            Design and Launch
responses are needed if marketing                                                     and Gap Analysis                                                                Integration

messages are modified or misrepresented
when forwarded. As social media                                                       Assess current use            Identify potential      Determine right          Define new           Pilot programs
                                                                                      of Health 2.0 tools                visions         model (build / partner    processes along        when possible
evolves, newly released tools like                                                                                                            / acquire)           product lifecycle
Google Sidewiki can open up life
sciences companies to unauthorized                                                     Identify potential             Build internal        Identify required       Assess impact       Fully integrate with
                                                                                             gaps                  agreement on vision      competencies /        across departments     other marketing
comments “alongside” their own                                                                                                             partners / targets                                programs
company webpages, where they can
monitor but cannot control access,                                                     Outline missed                                         Define and           Build systems to
                                                                                      opportunities and                                     implement KPIs         capture insights /
heightening the need to be engaged                                                     elements of risk                                                             monitor results
with their stakeholders.
                                                                                                                                         Build transformation
                                                                                                                                              road map
Online media and the mobile
environment make it difficult for life
                                                                                          Capgemini can help at each stage of the process, providing a comprehensive approach to
sciences companies to fully disclose all                                                                                   integrating Health 2.0
risks and benefits. In 2009, controlled
     “Sermo Survey of US Physicians Indicates AMA No Longer Represents Them,” Sermo Press Release, July 8, 2009.
     Retrieved March 20, 2010 from
     Retrieved March 20, 2010 from                                           Health 2.0: A Game-changer in the Health Care Industry              7
Companies should design their               A Partner to Successfully Help                                 for increased compliance or outreach
commercial strategies to incorporate        You Integrate Health 2.0 into                                  in developing countries. A long-
adverse event reporting as an integral      Your Commercial Strategies                                     term strategy would integrate social
part of their social media campaigns.       Capgemini Consulting has the                                   media throughout the organization,
                                            experience to assist life sciences                             from R&D to commercialization.
What Is the ROI for Increased               companies with designing and                                   With our experience in accelerating
Customer Engagement?                        implementing Health 2.0 strategies (see                        transformation, Capgemini Consulting
Measuring ROI for social media,             Figure 8). Short-term opportunities                            can help life sciences leverage Health
even outside of life sciences, remains      include outreach to KOLs and                                   2.0 as an essential element of its
difficult. For life sciences companies,     POLs via social media, creation of                             overall commercial strategies and
where customers are often not able to       a Health 2.0 company vision, or                                marketing plans.
buy their products directly, this added     development of mobile applications
layer prevents direct tracking. ROI
can be partially quantified through
increased product and brand awareness                            About Capgemini

but should not be the main goal for
social media. The greater benefit is
                                                           Capgemini, one of the world’s                   Capgemini Consulting is the Global
increased market insight, driving a              f o r e m o s t p r o v id e r s o f c o n s ult in g ,   Strategy and Transformation Consulting
positive effect on the product lifecycle,        technology and outsourcing services,                      brand of the Capgemini Group, specializing
and deeper personalized relationships            enables its clients to transform and                      in advising and supporting organizations
for increased customer engagement.               perform through technologies. Capgemini                   in transforming their business, from
                                                 provides its clients with insights and                    the development of innovative strategy
Despite the difficulty in measuring
                                                 capabilities that boost their freedom to                  through to execution, with a consistent
ROI, social media offers a strong cost           achieve superior results through a unique                 focus on sustainable results. Capgemini
benefit compared to other forms,                 way of working, the Collaborative Business                Consulting proposes to leading companies
due to its low infrastructure cost for           Experience.™ The Group relies on its global               and governments a fresh approach which
tool development and maintenance,                delivery model called Rightshore,® which                  uses innovative methods, technology
                                                 aims to get the right balance of the best                 and the talents of over 4,000 consultants
especially for developing countries or
                                                 talent from multiple locations, working                   worldwide.
smaller niche markets.                           as one team to create and deliver the
                                                 optimum solution for clients. Present in                  For more information:
Failure to Execute Social Media Well             morethan30countries,Capgemini reported          
Along with life sciences companies’              2009 global revenues of EUR 8.4 billion
                                                 (approximately USD $11.6 billion) and
concerns on participating, these
                                                 employs 90,000 people worldwide.
companies have often failed to
implement Health 2.0 well, treating it
as a traditional one-way communication      Benoit Berthoux                                                Suman Datta
method. In response, patients and           Life Sciences Practice                                         Strategic Research Group
physicians ignore it, resulting in low      Capgemini Consulting                                           Capgemini Consulting
engagement. Case in point, a life           +1-415-200-9869                                                +1-267-258-0566
sciences company promoted its product                        
on YouTube, with the end-result of
only 32 subscribers after two months        Kim Liu                                                        Poonam Shirke

and no opportunity to capture patient       Life Sciences Practice                                         Strategic Research Group
complaints or adverse events.               Capgemini Consulting                                           Capgemini Consulting

                                            ©2010 Capgemini. All rights reserved. Rightshore® is a trademark belonging to Capgemini
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