Israeli Software

After a discussion with a client today about privacy and data security in social networking, I started looking at physician portals and came across a fascinating post from Dr. Scott Shreve – Knowledge Prostitution enabling Aggregated Voyeurism: Is this a Business Model?

Voyeurism (voi-yûr’ ĭz‘əm) n.

1. The practice in which an individual derives pleasure from surreptitiously observing people.

2. Derives from the French verb voir (to see); literal translation is “seer” but with pejorative connotations.

The client told me that they were considering using a closed physicians’ portal to help market their products.  The business model used by closed, advertising-free, doctors portals (Sermo.com in the US or Konsylium24.pl in Poland) involves paying for market intelligence data collected from the “user generated content” in the community.   The tacit assumption is that physicians will talk freely inside a gated, advertising-free community.

Sermo.com kicks some of the revenue back to the users but the precision and recall of this market intelligence is not clear to me, considering the amount of noise in vertical social communities like Sermo and Konsylium24.pl and open social media like Facebook, Twitter and LinkedIn.

What is clear to me – is that there are data security and privacy implications when the community operator data-mines user-generated content for profit.  As a concrete example – a recent thread on Konsylium24.pl went something like this:

Doctor Number 1:

You know – Professor X is the KOL (key opinion leader) for company Y’s drug Z.  He says that drug Z is extremely effective for treating the indications of infectious disease Alpha.

Doctor Number 2:

Of course – Professor X is an acknowledged expert on infectious diseases, but he is also an expert on cash and knows how to do the math and add up the numbers…

I asked my client – “and for this kind of data, your parents sent you to medical school?

This took me back to the days of Firefly, Alexa, Hotbar and use of personal information as currency – collected with “collaborative filtering” and “automated inference” from people browsing the web.

Web 2.0 and social media seems to be going through a similar evolution as Web 1.0 – trying to monetize content by  data aggregation and analysis using “collaborative filtering” techniques.  This may have been a sexy looking business model for Venture Capitalists during the dot.com era, but in 2009 (5 years after Sermo.com launched) and a few months after their well-publicized breakup with the AMA; automated inference, knowledge prostitution and aggregated voyeurism may be  yielding to direct communications between people in B2B communities, social and professional networks.

Why peep through a window when you can just knock on the front door and ask?

My research article on “Social software – Reconstructing the market boundaries of pharmaceutical sales” was published on the rapidly growing UK healthcare site PharmaPhorum yesterday -  one of my first forays outside the data security space in a long time but a direction with a potential to make a big change in the way pharmas sell drugs:

Pharmaceuticals and Kirby vacuums: The last bastions of door-to-door sales?

A medical representative operates in the center of a “cluster”¹ of doctors that they personally know and meet with face-to-face. The power of social networking relative to conventional on-line marketing, stems from a social view of learning, where understanding is socially constructed, and the message we get is actually less important than whom we get it from.

Social and medical may be a perfect fit, but how will social influence medical sales?

Read more here

It’s the 9th Jahrzeit (annual anniversary) of my Mom’s passing away at age 76 from MSA (multiple system atrophy). There is a lot I can and probably should write about this but there’s no way back once you get MSA. My Mom was clear of mind but almost unable to speak properly towards the end and that was the hardest part I guess.  A year later, in 2001,  I  was kicking around an idea, with Dr. Nir Giladi at the Movement Disorder Clinic at Ichilov, of creating a community for care givers, patients and doctors in order to provide a support system that would integrate the transitions of care between the different specialists.  As Tim Rothwell from Sanofi-Aventis speaking about transition of care issues – candidly observed:

For those who have family members or friends who have experienced repeated encounters with the healthcare system, the only consistent thing they believe it delivers is confusion and, sometimes, flawed outcomes.’

We actually got as far as submitting a NIH-style grant proposal to the Michael J Fox Foundation for Parkinsons Research for a networked Palm-based device for sharing data collected by care-givers in order to provide a single source of data for the multiple doctors involved in care of MSA patients.  We thought it might be a good way to get past the ego and technical challenges in transition of care.  After we didn’t get funding – I moved on – by that time it was the previous hi-tech downturn and my mind was on other things I guess.

Therefore – it was gratifying (frustrating? for me to recently discover Patients Like Me which is precisely the community for care-givers, doctors and patients we needed 9 years ago. Great work guys!

In my previous post I attempted to build an argument that “classical” consumer social media like Facebook is not a good fit for a pharmaceutical company due to the way they market innovative drugs.

Read more…