[♪upbeat music ♪] [Doctors 2.0 & You]
[Government, Payers, Hospitals, Patient Advocates, Pharmaceutical Managers]
[Doctors 2.0™ in Paris] [Cite Universitaire Internationale]
[ONLINE COMMUNITIES PANEL]
[The Panelists: Moderator Denise Silber, Frank Antwerpes, Martin Drees]
[Henry Gazay, Raphaelle Laubie, Tim Ringrose, Jacques Lucas]
So I'm going to ask each of our guests today from this panel
to answer a basic question.
They're going to tell us who they are and what their company or community does,
and some of its best services, and we're going to go around
starting in historical order.
So Frank Antwerpes will be the first, yes? [Frank Antwerpes DocCheck-D]
>>Yes, well, my name is Frank Antwerpes.
I am CEO of DocCheck.com.
We have been creating a medical community for 14 years.
Right now I have 3 charts just to present you what we're doing.
Actually, we are relying heavily on user generated content,
meaning everything from our community comes from doctors,
nurses, and other medical professions.
This is the doctor collected comes as a Wiki style--
a Wiki style lexicon where doctors can make entries,
can gather knowledge, and so far
we have around 31,000 entries there.
So a lot of medical knowledge in there.
[Martin Drees Coliquio-D
Hello, my name is Martin Drees.
I am one of the founders of Coliquio.
We are a German based online physician network.
We are a problem solving oriented community
of about 50,000 physicians at the moment.
So what doctors basically do is they can post questions,
they can post some cases they don't know the answer to
and solve them collaboratively in a very short time,
and that is basically the service that we provide to physicians at the moment.
Here is one example of how such a problem solving might look.
There is a case of a not to be clearly defined pain in one patient's leg,
and the physicians come together and discuss it,
and find a valid solution most of the time in a very short way.
We also build kind of info centers.
I chose our EHEC info center for showing this.
So what basically happens here is a collaboration of physicians
who gets together all their knowledge and all their newly found news
concerning EHEC on one platform,
and they can discuss it.
They can rate it; they can rank it, and so
they have over the time of where this EHEC was very a hot topic.
They collected lots of data and gathered lots of valid information
to help each doctor to be up on the topic,
and that was very successful.
[Henry Gazay VoxMed-USA]
All right, I'm Henry Gazay; I'm founder of VoxMed, and, yes, VoxMed is
a global healthcare community.
We're recruiting healthcare professionals from around the world.
We've been active; we've launched February 28 this year
so it's fairly new.
We currently have around 5000 members from 43 countries.
We're inviting members to join VoxMed
whether they are physicians, pharmacists, or nurses,
and that's one of the particularities of our platform is that
we accept not only physicians but other healthcare professionals as well.
It's developed in 8 different languages; it's very social.
You can see here that's actually my page on VoxMed,
a couple of days ago, before coming to the conference.
So we have feed of information where members can participate,
can share comments, like and like some of the feeds of information.
We have different activities that are proposed to the members.
The members are authenticated.
So we make sure that we are talking to medical--
well professionals, healthcare professionals who have a current license going on.
The different activities that we've proposed
so you can see some of them.
This is what we call a landing page that would be
the page that you would see on the profile of the different peoples
where you have the feed of activity and then colleagues.
You can connect with colleagues in a community.
You can search in the database of VoxMed.
We have an active database of around 2 million records that
we can look into from more than 60 countries.
[Raphaelle Laubie, Eugenol-Fr]
So Eugenol is part of Obsidian Group
that has been created like more than 10 years ago.
So Obsidian is an open platform,
just informing practitioners of dentistry.
It's doctor of dentistry community on training,
and when it was created they decided to create a forum as well.
The forum was inside the platform, and it didn't work.
So they decided to put out-to put it out.
So basically, >>So the forum is no password?
It's outside the first platform which called Obsidian. >>Okay.
So we have like 7 brands.
Eugenol is our blockbuster.
It's gathering like 20,000 doctor of dentistry, only in French language, very active.
For a practitioner, when you ask a question
on this forum, you will get an answer within like 10 minutes.
So it's always chatting on this platform.
We have different services that have been married throughout the years.
The first which is a YouTube like platform,
it's gathering on the web.
Maybe the other side will show it.
So we decided together on the web to aggregate
all the video on dentistry and to let the brands
and the practitioners upload their own video.
We added as well another platform which 10 days.
It's like 2 weeks ago; it's a groupon like
so we offering deals to our community,
and now coming back to a general way of functioning.
It's open; it's completely open platform.
Practitioners are just beginning to do
and other tasks, and the way we decided to open it
is so that marketers or customer services can see what's on the platform
and be called by the practitioners.
>>How many dentists use this platform?
>>Twenty, 20,000. >>Twenty thousand out of a total of 30,000--33,000?
Forty two. >>Forty two so half of French dentists.
>>We get half of them, but because it's happened,
I guess some don't subscribe. >>Okay.
So we are more than 80% of the community. >>Right,
and Martin remind us, you--I think it's 40 some odd thousand?
Well it's approximately 50,000 here.
>>Growing since I last saw your slides, and Frank?
Can you remind me of the numbers in Germany
and outside Germany, with the microphone?
Well DocCheck altogether has 750,000 users registered,
but we only count our core community, all the users which regularly is changed,
and that's around 40,000.
So it's a lot of registered users, but as it's always on the internet
only a small number of users contribute actively, and
so we reduce the community number to the level which is really well.
Okay so Tim has guessed why I asked them all the question
because I'm going to say to Tim, "So in the UK,
how many British doctors are using doctors.net?"
Well since the service was founded in 1998, a hundred and eighty four thousand
doctors have registered. >>184,000, yes,
and how many doctors are there in the UK?
Well there are around about 160,000 working in a clinical post,
and when we do-->>[laughing] So who are those 24,000?
Well the answer is that
that 184,000 is the number who have registered since Doctors.net.uk started.
When we look at our database and say, "Well who's actually--
>>Could you hold the microphone and speak a little bit slower."
When we look at our database to see who's actually licensed to practice,
we have 158,000 members, and so that means
that we've got some retired doctors, some doctors who've moved abroad,
and so we can target the services very precisely to just the ones--
doctors who are licensed to practice.
Have any of the doctors become patients
and then ask other doctors about themselves?
Well that's a really interesting question because if you look at the forum
quite a large proportion of the discussion is about themselves, is about their relatives,
or maybe they have a friend who has a problem.
They might be a radiologist, but they have a problem.
A patient who's got a psychiatric problem, and so they're able to use the forum
to get an opinion from somebody else.
Sure, well you've heard that doctors.net.uk started in 1998
with 184,000 members, and I'm just going to give you a glimpse of
how--you just heard that maybe 1 doctor in the UK wasn't very good at
uploading a picture of themselves onto another website,
but actually this online professional community is used
as part of the daily routine and is affecting and improving patient care in the UK.
If we go to the next slide,
it's going to give you a glimpse of the look and feel
Thank you very much,
and it's not just a forum, this is a closed community.
We authenticate every doctor who joins doctors.net.uk
against the General Medical Counsel database,
and they get access to a range of services,
but we know that one of the things they really appreciate is the fact that
this is a closed community; this isn't an open community,
but this is closed to UK doctors.
They're able therefore to have the sorts of discussions
that you can only have as a professional with another professional,
and you heard before about how we have to be very careful
as professionals with how we engage with the wider social media.
The heat map on the right is always very great to see during the day
because you can literally see the UK lighting up during the hours of the day
as more and more people use the services,
and what we find in a day is
over 44,000 different doctors will use the services,
and that equates to 25% of the total UK population as you've just heard.
Maybe we'll take another comment or question?
I saw there were other hands--oh, right here from France, right up front.
Hi. >>Franz Wiesbauer is a doctor from Vienna.
I have a question to the social media platforms.
We've heard from a lot of people also yesterday,
and it's also my personal experience
that it's quite hard to get a conversation going between doctors,
to make doctors contribute.
Can you share your experience?
What do you do to encourage contribution of doctors?
Well it seems to me that you--when you put up the case,
they commented right away, but sure go ahead.
Well it takes a lot of time is the first thing,
but I think the most important thing for doctors in the UK at least
is knowledge that the discussion--is this on? >>Hold it to--I don't know?
In the UK--it's working!
In the UK, it was the fact that doctors could be reassured the discussion was closed,
that there was a wall around them that they could be reassured
that what they wrote was only going to be seen by their fellow doctors
was the most important thing,
and that remains one of the things that we have to protect very carefully,
but of course the reality is that it's only as secure as the people who use the network,
and so we have to have very careful terms and conditions
so that the people using the forum know that
they will be breaching the terms and conditions
if they took a comment in the network and posted it on facebook for example.
Henry, I see you'd like to say something about this?
Yet to Tim's point, I think that its the authentication is key
so that physicians are sure that they're among physicians,
and they can share freely among physicians.
So there's a factor of trust there.
Is there, you know, how trustful is the platform that I'm using, and
how transparent are they in the way that they--
they promote these conversations among physicians is #1.
So full transparency about the way the information is shared.
Number 1 and #2 also as it relates to cases,
and I just want to illustrate with a case that happened to us lately
on a physician who inquired about having a patient suffering from myoclonic dystonia.
That's a condition that I had never heard of.
I don't know if you are aware of it, but that's a neurological condition
that one of our physician in Spain--er in Italy, sorry, said,
"Well I've got this patient suffering from myoclonic dystonia.
I have no idea how to treat this patient."
And that's certainly something that a physician wouldn't say
in a public forum, but he was very happy to find
other physicians in a private forum, in a closed forum.
Closed or not I think that's not important.
I think it's an issue of time.
Doctors have not a lot of time twittering or you know
harvesting their facebook account or any other social media account.
So really you have to give them a benefit.
So only when you give them a hard benefit for their work,
they will contribute to a community.
>>And so what benefit do you give them?
Well actually most of benefit we can give them, they give themselves,
by teaching each other.
So because you know we are not in the--
well in the role of giving them medical advice; we don't have an advisory board.
So they are themselves an advisory board.
Actually, the community is a benefit they have,
so that's the greatest benefit they are looking for.
>>Yeah, I'd like the panel's opinion on what they believe to be long term
the most successful future business model, and in particular,
I'm interested in the areas of pure play community versus
community and content services,
specialists communities versus communities that
offer areas for all specialties.
I'm interested in single market versus regional or global,
and on top of all that I'd like to know
what is likely to be the best way to monetize the whole thing.
There is no one business model.
There's a lot of different business models actually when you have a community or
when you have well fostered group of users,
you have to offer some things where you can reimburse.
So what we are doing is e-commerce.
So we are offering doctors to buy their medical supplies in our shop,
to buy e-books, do a lot of market research.
We do some advertising.
So actually there is a lot of different business models,
and all together, well, they may get profitable,
but there's not one model like Google ads
that finances all the service. >>It would be too confidential if I ask you
what's the average purchase per year per doctor?
Or can you tell me?
E-books or medical goods? >>Overall, a doctor in DocCheck,
how much is he spending in DocCheck each year?
Well, I can't tell you exactly because not every doctor is buying in our shop,
but on average the doctors which are registered as buyers in our shop
are spending around 300 to 400 euro per year. >>Right. >>Yeah.
I think that's really interesting because using a credit card online is--
was often, for a long time, a sign of maturity about new technology
and that they would go to a place that is free,
and then make a purchase, I think shows really a new level
of appropriation of the internet by the doctors.
Who else would like to comment on the business model, yes?
>>I was very happy that in your key note you brought up this Cluetrain Manifesto
because that is kind of the idea behind our business model.
So we are doing some paid research as well, but on top of that
what we are trying to build is an environment where the pharmaceutical companies
and the physicians can talk on eye level,
where the pharmaceutical companies don't put in their usual advertising,
where they don't do their regular push marketing techniques,
but where they offer information where they ask for opinions
on that information where they ask the physicians to comment it,
to make suggestions how this content could be more valuable to the physicians
and where they can vote for example which new type of contents should there be
that would be of value.
So we try to get them talking.
We try to get them understand the pharmaceutical companies
that they are people as well and that the people on the other side
are physicians like to talk to people and not like to get bombarded
by push marketing channels and that is our approach to it,
and if it's successful in the long run I can't tell but I hope so.
At the beginning, and because it was part of a profitable platform,
mainly because of user generated content,
for 5 years there was no business behind Eugenol,
and the day we decided to put advertising,
it was accepted by the community, and so we were pleased with that.
Now we're shifting to e-commerce with discounted deals.
So we go on with the advertising business model,
but we know that maybe within 5 years
it will be over, I guess, so we'll try to shift.
So we've touched on the surface only of all
the important parts of physician communities which is that they need to give and receive,
which is an important new avenue for the idea of participating with patients
which, even if the physicians aren't asking for it,
I'm sure that the patients will.
We talked about business models and how to make them permanent,
the issue of specialization, and national communities, and global communities,
and I think that all of this is fascinating,
and so now I'm just going to announce the break
and let you go off and play that game, thank you.
[Join us at #doctors20 @doctors20]
[With thanks from Doctors 2.0 and Basil Strategies to: LEEM, Novartis, VOXMED]
[CALLIMEDIA, Mutualite Francaise, Publicis Healthware, DocCheck, PR-PA, dialonics]
[MOBILE HEALTH, ideayoras Social Media,FEC, Take The Wind, AQIS]
[Catel, FHF, NVEH]
[♪ upbeat music ♪] [See you in 2012!]