{"id":5943,"date":"2015-01-09T14:40:00","date_gmt":"2015-01-09T14:40:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/are-online-peer-to-peer-physician\/"},"modified":"2019-02-21T01:16:14","modified_gmt":"2019-02-21T01:16:14","slug":"are-online-peer-to-peer-physician","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/are-online-peer-to-peer-physician\/","title":{"rendered":"Are Online Peer-to-Peer Physician Discussions Overrated?"},"content":{"rendered":"<p>Congrats to  Thibaud Guymard (@thibaudguymard), Digital Marketing Manager at MSD France, and his Comuniti team for winning the Prix Or de la Communication M\u00e9dicale &amp; Hospitali\u00e8re in Paris at the yesterday.<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2015\/01\/Comuniti-GrandPrix.jpg\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2015\/01\/Comuniti-GrandPrix.jpg\" height=\"265\" width=\"400\" \/><\/a><\/div>\n<p>\nComuniti is a online community lunched in early 2014. It is part of MSD France&#8217;s Univadis service exclusively for healthcare professionals.<\/p>\n<p>&#8220;Contact your colleagues and talk exclusively with health professionals,&#8221; says the Comuniti promo. &#8220;Work with your colleagues in public or private groups. Ask medical questions and find precise answers.&#8221; <\/p>\n<p>These capabilities offered by Comuniti are a first for Univadis, which has been around for a long time (listen to this podcast: <a href=\"http:\/\/www.blogtalkradio.com\/pharmaguy\/2013\/10\/04\/what-is-univadis\">&#8220;What is Univadis?&#8221;<\/a>).<\/p>\n<p>Of course, it has to compete with other, similar services offered by independent companies and organizations. But MSD France hopes that Comuniti, coupled with the heaps of content available through Univadis, will be a magnet for French HCPs. <\/p>\n<p>But are HCPs really interested in having discussions with their peers on so-called &#8220;peer-to-peer&#8221; &nbsp;physician networks? I discussed this with Jeff Tangney, CEO &amp; Founder, Doximity, and Shona Davies, Global Communications &amp; Programme Leader for Univadis worldwide. You might be surprised at what they have to say about the value of online physician peer-to-peer discussions.<\/p>\n<p><a name='more'><\/a>More than 50 percent of US physicians are members of Doximity&#8217;s professional network and Univadis claims to have more than 2.5 million healthcare professional members worldwide. So, Davies and Tangney know a bit about what doctors are doing in online communities.<\/p>\n<p>In a <i>Pharma Marketing Talk<\/i> podcast interview, Davies questioned the value of online physician peer-to-peer discussions:<\/p>\n<table border=\"0\" cellpadding=\"0\" cellspacing=\"6\" id=\"textEdit\" style=\"background-color: #f2f2f2; border-color: #d0c68c; border-style: solid; border-width: 1px; display: table; margin-bottom: 10px; padding: 2px; width: 100%px;\" styleclass=\" style_BlockMargin style_EventBG1 style_Event1Border\">\n<tbody>\n<tr>\n<td align=\"left\" colspan=\"2\" height=\"18\" style=\"color: #ad4a18; font-family: 'Trebuchet MS', Verdana, Helvetica, sans-serif; font-size: 16pt; text-align: left;\" styleclass=\" style_Event1Title\">Drilling Down to the Value of Services Pharma Provides on HCP Portal Sites<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\" height=\"1\" style=\"background-color: #d3cf96;\" styleclass=\" style_Event1TitleUline\"><\/td>\n<\/tr>\n<tr>\n<td style=\"color: black; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt; text-align: left;\" styleclass=\" style_Event1Text\" valign=\"top\" width=\"100%\">\n<div style=\"color: black; font-family: Verdana, Geneva, Arial, Helvetica, sans-serif; font-size: 10pt;\">\n<img loading=\"lazy\" decoding=\"async\" align=\"left\" alt=\"Shona Davies\" border=\"1\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/ShonaDavies_100x125.jpg\" height=\"125\" hspace=\"8\" width=\"100\" \/>In this 3-minute audio snippet, <b>Shona L. Davies<\/b>, Global Communications &amp; Programme Leader, Associate Director, Merck Customer Centricity, Merck &amp;amp Co Inc., talks about the prospects of implementing discussion boards &amp; other services for healthcare professionals (HCPs) on the Univadis\/Medicus portal sites. Her point of view is to always ask what value such services provide to the user, especially when there are competing sites that already offer these services.<\/p>\n<p><\/p>\n<p>Your browser does not support the audio element. Upgrade your browser to one that does<\/p>\n<p>You can hear the full interview of Shona Davies here:<br \/>\n<\/p>\n<ul>\n<li>Podcast: <a href=\"http:\/\/www.blogtalkradio.com\/pharmaguy\/2013\/10\/04\/what-is-univadis\">What is Univadis? Hint: It Builds Healthcare Professional Relationships<\/a><\/li>\n<\/ul>\n<p>Other resources:<br \/>\n<\/p>\n<ul>\n<li>Article: <a href=\"http:\/\/www.news.pharma-mkting.com\/pmn99-article01.htm\">Physician-Generated Content on Social Media Sites<\/a><\/li>\n<li>Article: <a href=\"http:\/\/www.news.pharma-mkting.com\/pmn97-article01.htm\">Pharma, Physicians, and Sermo: A Social Media Win-Win-Win!<\/a><\/li>\n<\/ul>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Meanwhile, according to Tangney, only a few doctors on Doximity engage in online conversations and represent a &#8220;lonely docs club&#8221; rather than a collaborative network of professionals learning from one another. Listen to this 2-minute audio snippet from my interview of Mr. Tangney (listen to the complete podcast interview <a href=\"http:\/\/www.talk.pharma-mkting.com\/show231.htm\">here<\/a>):<\/p>\n<p>Your browser does not support the audio element. Upgrade your browser to one that does<\/p>\n<p>Nevertheless, as noted by Tangney, physicians are commenting on articles much like you or I would submit comments to blogs and <i>Wall Street Journal<\/i> articles. Tangney refers to these discussions as &#8220;niche&#8221; communities. I would also say they are transient communities because these types of discussions tend to fade away as the news gets old.<\/p>\n<p>Tangney also talked about moderation of comments and disses anonymous commentators who tend to become unruly. <\/p>\n<p>Longstanding research says that anonymity tends to decrease trust and civility of conversation. However, when physicians who currently participate in gated communities were asked \u201cDoes anonymity make a difference in terms of willing to participate?\u201d, the vast majority said they preferred anonymity because it makes the community more open, less guarded, and willing to take on controversial topics.<\/p>\n<p>There was a \u201cnon-insignificant minority,\u201d however, who expressed some problems with anonymity such as \u201cI don\u2019t know that I can trust anonymous responses; there\u2019s a loss of a certain amount of accountability.\u201d<\/p>\n<p>In a Manhattan Research survey, thirty-seven percent (37%) of physicians would prefer to see the professional identity of commenters (open-identity models) vs 29% who preferred anonymity. For more on that, read this <i>Pharma Marketing News<\/i> article: &#8220;<a href=\"http:\/\/www.news.pharma-mkting.com\/pmn1015-article01.htm\">Physician Participation in Peer-to-Peer Social Media Sites<\/a>&#8220;.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Congrats to Thibaud Guymard (@thibaudguymard), Digital Marketing Manager at MSD France, and his Comuniti team for winning the Prix Or de la Communication M\u00e9dicale &amp; Hospitali\u00e8re in Paris at the yesterday. Comuniti is a online community lunched in early 2014. It is part of MSD France&#8217;s Univadis service exclusively for healthcare professionals. &#8220;Contact your colleagues [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":11755,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[427,428,167,429],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Are Online Peer-to-Peer Physician Discussions Overrated? - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/are-online-peer-to-peer-physician\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are Online Peer-to-Peer Physician Discussions Overrated? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Congrats to Thibaud Guymard (@thibaudguymard), Digital Marketing Manager at MSD France, and his Comuniti team for winning the Prix Or de la Communication M\u00e9dicale &amp; Hospitali\u00e8re in Paris at the yesterday. 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