Lance Hill Presentation - BDI 9/23/10 Healthcare Social Communications Leadership Forum

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Presentation by: Lance Hill, CEO, Within3' …

Presentation by: Lance Hill, CEO, Within3'

www.bdionline.com

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  • 1. We build regulatory-compliant, HCP communities for health & life science organizations… •  Leading Global Pharmaceuticals •  American College of Gastroenterology •  National Comprehensive Cancer Network •  Children’s Hospital Boston Within3 Confidential – 1
  • 2. Growing adoption of social media by HCPs “ With about 60% of physicians already using or interested in using physician online communities, it’s the right time for pharma to look into the marketing and research opportunities offered by this channel. ” – Erika S. Fishman, Director of Research, Manhattan Research Growing adoption by HCPs Within3 Confidential – 2
  • 3. Medical Marketing & Media Article – 8/2010 Dr. Shah on Sermo: “There
were
many
great
ques1ons
from
PCPs
about
GI
disorders,
but
 I
found
it
1me
consuming
and
not
very
helpful
for
my
prac1ce,”
he
 says.
“I
think
the
network
serves
a
role,
but
it's
not
for
me
because
it
 tries
to
be
everything
to
everybody.”

 Dr. Shah on GI Circle: Instead
of
using
Sermo,
Dr.
Shah
is
excited
about
a
new
community
 strictly
for
gastroenterologists,
called
ACG
GI
Circle.
“The
community
 is
going
to
be
good
for
the
GI
specialty
because
it
will
be
so
specialty
 specific,”
says
Dr.
Shah.
“If
I
know
a
colleague
is
in
the
network
who
is
 an
expert
in
an
area
that
I
have
less
exper1se
in,
I
can
reach
out
to
 him
and
get
informa1on
quite
easily.”

 Critical business solutions for pharmaceuticals Within3 Confidential – 3
  • 4. Within3 Confidential – 4
  • 5. How online HCP communities fit across the brand lifecycle. Pre-Launch / Launch / End of Clinical Market Shaping Commercial Patent Advisory Advisory Board Advisory Board Advisory Community Board Board Business Speakers Bureau Speakers Bureau Solutions Clinical Trial Association Association Association Key Opinion Key Opinion Unified HCP Platform HCP Community Collaboration Platform Existing information, systems and portals Critical business solutions for pharmaceuticals Within3 Confidential – 5
  • 6. Example of a client strategy utilizing online communities. Stage of the Brand Lifecycle Pre-Launch / Launch / End of Clinical Market Shaping Commercial Patent Improved Advisory Board Advisory Board Advisory Board Advisory Board Knowledge Exchange Clinical Trial Association Association Association Greater Journal Journal Journal Awareness Speakers Speakers Stronger HCP Key Opinion Key Opinion Key Opinion Relationships MSL MSL Critical business solutions for pharmaceuticals Within3 Confidential – 6
  • 7. The Power Law of Participation Original: Ross Mayfield Power Law of Participation Within3 Confidential – 7
  • 8. We
provide
professional
services
and
ongoing
exper<se
with
each
of
 Careful project planning and execution is a must. our
solu<ons.
 Within3 Standard Implementation Work Streams Week Design Regulatory / Technical Content/ Metrics/ 1.  Community Experience 1 x Compliance Build Cultivation Success Design 2 x 3 x x x 4 x x x 5 x x x 2.  Regulatory / Compliance 6 x x x Approval & Integration 7 8 x x x x 9 x x 10 x x 3.  Technology Testing and 11 x x Deployment 12-16 x x 17-52 Ongoing Ongoing Sample Project Timeline 4.  Community Usage Cultivation 5.  Ongoing Metrics and Analysis How we deliver HCP Communities Within3 Confidential – 8
  • 9. Our view of integrating community into the lives of HCPs. Content & Place Learning Agenda Work Product Goals Stewardship Outcomes Interaction Stakeholders Conversations Network & Trust Integrating Communities Within3 Confidential – 9
  • 10. We
provide
professional
services
and
ongoing
exper<se
with
each
of
 Communities must be offered via full mobile applications. our
solu<ons.
 How we deliver HCP Communities Within3 Confidential – 10
  • 11. How communities typically behave... Source: Wenger, Snyder, McDermott, Cultivating Communities of Practice. 2002 Etienne Wenger is a globally recognized thought leader in the field of communities of practice and their application to organizations. Within3 Confidential – 11
  • 12. Content & Cultivation: The Key to User Adoption Typical
Stewardship
 Services
 •  Assure community goals are being tracked and met •  Act as point person for community members and owner to facilitate activities •  Actively suggest new approaches and strategies to keep the community vibrant •  Possess a thorough understanding of the community and its various goals to assist members •  Embedded in the community as a “live” resource Within3 work process Within3 Confidential – 12