Science Intelligence and InfoPros

Little things about Scientitic Watch and Information Professionnals

Pharma 3.0: is Social Media the Third Element?

with one comment

Mark Owen wonders what means Pharma 3.0:

When I first heard the term “Pharma 3.0” I thought that it was the latest in the trend to put “x.0” (where x = 2, or higher) after everything. I was delighted to find out that it wasn’t, and there is a (reasonably) well-defined “Pharma 1.0, and 2.0” (…)

This is what defines “Pharma 1.0” –  the age of the “Blockbuster”.

However, Pharma companies also realized that there is more than just having a “really great product”. “Pharma 2.0” is a period where there was a recalibration to do business leaner, nimbler and more focused on emerging realities. Effectively, the focus was on redefining the business model.

There are no precise dates when the next “Pharma x.0” period is entered, but “Pharma 3.0” has started to emerge.

Pharma 3.0 can be described loosely as “Pharma + Web 2.0”. (…)

That is, “social media” plays a big role.  The advent of social media has brought a voice to the end consumer. With a greater wealth of knowledge at their hands, the patient has become more knowledgeable about their ailments, and more critical of the medicines they are taking. Insurance companies and governments are also now starting to look for real value in the medicines that they are paying for, rather than just relying on the claims of the pharmaceutical company.

As a result, the pharmaceutical company has had to redefine who the “customer is”. No longer is the customer the Medical Doctor. Now more focus is put on delivering real value to the patient.

Owen, Mark. Pharma 3.0, AIIM, Posted on 30th of January 2012.


Written by hbasset

February 1, 2012 at 6:43 pm

Posted in Pharmaceutical Industry

Tagged with

One Response

Subscribe to comments with RSS.

  1. Hi Mark
    very interesting article
    have you seen MyAsthma? An app/web based programme offering educational and behavioural support to asthma patients through personal plans to improve the control of their condition
    A true Pharma 3.0 example with great results! (


    February 24, 2012 at 1:21 pm

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: