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How to use social media to engage with physicians online - BDI 5.11.10 Social Communications & Healthcare
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How to use social media to engage with physicians online - BDI 5.11.10 Social Communications & Healthcare

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Case Study: How to Use Social Media to Engage with Physicians Online

Presented by: Louise Clemens, VP, Business Development, Within3

Louise Clemens, VP, Business Development at Within3 will present a case study illustrating how life science organizations are using social media to build online communities that engage their physician audiences. The talk will demonstrate what works, what drives interactions, how to measure for success, what regulatory guidelines to consider and how to get started.

www.bdionline.com

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How to use social media to engage with physicians online - BDI 5.11.10 Social Communications & Healthcare

  1. 1. BDI Social Communications and l Co Healthcare Conference
  2. 2. The need to save time!
  3. 3. Growing adoption of social media by HCPs With about 60% of physicians already using or intere using physician online co communities, it’s the right r pharma to look into the m he marketing and research pportunities offered by this channel. ” – Erika S. Fishman, Dire irector of Research, Manhattan Resear
  4. 4. Map of the HCP social media landscape Consumer-based sites Consumer 3rd-party, ymous crowd- urced sites Institution-led, Id focused profess communitie
  5. 5. mproved Stronger H nowledge Greater Awareness Relationsh Exchange visory Board Association Key Opinion L earch Team Medical Journal Medical Science L inical Trial akers Bureau Speakers Bureau Speakers Bur
  6. 6. mproved Stronger H nowledge Greater Awareness Relationsh xchange visory Board Association Key Opinion L earch Team Medical Journal Medical Science L inical Trial akers Bureau Speakers Bureau Speakers Bur
  7. 7. ding pharmaceutical company wanted to... Reduce costs when conducting advisory boards Conduct advisory forums thro hroughout the calendar yea Gain more thoughtful responses to key questions Make advisory participation more convenient for KOLs Ensure adherence to regulatory and contractual terms
  8. 8. Solution: Virtual Advisory Board
  9. 9. ults: savings and more uent engagement ne able, written onses to key tions responses from all cipating advisors er preparation of lusions and mmendations
  10. 10. t are the multiple values o an online community? s of Online Visibility Offline Visibility KOL Relationships Competitive Advantage
  11. 11. L Relationships and Competitive Advantage cy gains in increasing the r, frequency, and quality of tions between industry staff OLs was estimated in the tens of nds of dollars of value. Additionally, moving first in this n medium provides effective (and sometimes contractual) barriers competing brands in the marketpla
  12. 12. Accessibl Mobil Accessibl Kiosk Accessibl the We
  13. 13. ithin3 Standard mplementation Work Streams Week Design Regulatory / Technical Content/ Me mmunity Experience 1 x Compliance Build Cultivation cc sign 2 x 3 x x x 4 x x 5 x x gulatory / Compliance 6 x x 7 x x proval & Integration 8 x x 9 x x 10 x x chnology Testing and 11 x x ployment 12-16 x 17-52 Ongoing O Sample Project Timeline mmunity Usage ltivation going Metrics and alysis
  14. 14. 3 Stewardship Services community goals ng tracked and point person for nity members ner to facilitate s y suggest new ches and es to keep the nity thorough understanding of the com s a vibrant ommunity and its various goals to assis rs ded in the community as a “live” resource
  15. 15. Business Outcome Measures Enhanced Business • Business Goals and ROI Outcomes • Vary by Community Type High-Relationship Community Measures Relationship • Knowing Your Members eased Business • Building Engagement Value • Being In the Discussion • Building Influence imal Business Low-Relationship - Web 1.0 Measures Relationship Value • Tracking your Traffic
  16. 16. Low-Relationship - Web 1.0 Measures Track Your “Traffic”: Visits, Unique Visitors, Page Views, Click Click-Throughs High-Relationship - Community Measures Your Members Building Engagement Being in the Discussion Building your Infl mation Updates • Interactions (Discussions, • Leader-to-Member • Network Re ct Information Polls, Documents, News, Interactions • Key Topic Resp pdates etc) -> Posted, Responded, • Key Topic Discourse • Identification of C cations Added Voted, Shared, or • Responses to Leader • Member Gro nical Trials Subscriptions Posts • Growth of Related Clinical Interests • Power-Law Measurement • User Perception of • User Presentat esearch Interests • Peers Invited Community Referenc • Connections Formed • Offline Discussion • Key Segment A • Directory Searches Generated Example Business Outcome Measures pinion Leader Medical Association Advisory Board Clinical T mpany Interactions • Author Participation • Materials Review • % Partici MD Relationships • New Science Augmented Compliance • Efficiency- Formed • New Science Disseminated • % Participation on Discus nce Exchanged • Member Engagement Assigned Tasks • Alert Rec ections Brokered between Live Meetings • Value of Information Compli ween MDs • Email Address Updates Received • Timelin

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