Peter Gannon Presentation - BDI 3/29/12 HCP Healthcare Social Communicatio

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Peter Gannon, Regional Vice President, Within3

www.bdionline.com

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Peter Gannon Presentation - BDI 3/29/12 HCP Healthcare Social Communicatio

  1. 1. The world leader in healthcare professional community programs AdvisoryEngaging Healthcare Boards Scientific DiscussionProfessionals in Online GroupsCommunities Hospital Professional Networks Clinical Trial Teams Association Members & CommitteesApril 11, 2012 1
  2. 2. What are healthcare professional, online communities? Face-to-Face Online Telephone Discussion Email Webcast 2
  3. 3. Current State of the Industry –The four “types” of healthcare professional communities 1 2 3 4 Consumer Social Vendor Owned, Medical Manufacturer- Media-Based Crowd-Based Organization Owned Sites Communities Communities Communities 3
  4. 4. Consumer Social Media sites are typically light on clinical,scientific, or practice management depth. 1 Consumer Social Media-Based Sites EXAMPLE PROVIDERS: LinkedIn Facebook Twitter BloggersTYPICAL USES:• Awareness• Clinical Trial Recruitment• Non-Clinical Sentiment Analysis 4
  5. 5. Vendor-Owned, Crowd-Based Communities are great resourcesfor Market Research needs 2 Vendor Owned, Crowd-Based Communities EXAMPLE PROVIDERS: Doctors.Net.UK Sermo Quantia MD MedscapeTYPICAL USES:• Market Research• Awareness• Sentiment Analysis 5
  6. 6. Medical Organization-Owned HCP Communities offer varyinglevels of access and participation for life science companies. 3 Medical Organization Communities EXAMPLE PROVIDERS: • American College of Gastroenterology • American College of Cardiology • National Association of Public HospitalsTYPICAL USES:• Market Research• Awareness• Sentiment Analysis 6
  7. 7. Manufacturer-owned HCP communities are implementedacross a wide array of use cases to drive better results. 4 Manufacturer- Owned CommunitiesEXAMPLE PROVIDERS:• Within3• Ozmosis• MyClinTYPICAL USES:• Clinical Trial Efficiency• KOL Relationship Building• KOL Access and Insight• Cost Reduction / Operational Efficiency• Education• Medical Field Force Multiplier 7
  8. 8. Summary – the four “types” of HCP online communities. 1 2 3 4 Consumer Social Vendor Owned, Medical Manufacturer- Media-Based Crowd-Based Organization Owned Sites Communities Communities Communities Awareness / Ads Awareness / Ads Awareness / Ads KOL Relationships Market Research Market Research KOL Insight Field Enablement Op Efficiency / CostEXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS:LinkedIn Doctors.UK.Net • AC of • Within3Facebook Sermo Gastroenterology • OzmosisTwitter Quantia MD • AC of Cardiology • MyClinBlogs Medscape • National Association of Public Hospitals 8
  9. 9. Summary – the four “types” of HCP online communities. 1 2 3 4 Consumer Social Vendor Owned, Medical Manufacturer- Media-Based Crowd-Based Organization Owned Sites Communities Communities Communities Awareness / Ads Awareness / Ads Awareness / Ads KOL Relationships Market Research Market Research KOL Insight Field Enablement Op Efficiency / CostEXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS:LinkedIn Doctors.UK.Net • AC of • Within3Facebook Sermo Gastroenterology • OzmosisTwitter Quantia MD • AC of Cardiology • MyClinBlogs Medscape • National Association of Public Hospitals 9
  10. 10. Understanding community types by HCP participation style “Contracted Participation” “Voluntary Participation” Online Advisory Boards Clinical/Research “Custom” KOL Communities CommunitiesPublication Planning / Association / 3rd-Party Steering Committees Partnerships Speaker Bureau Communities Qualitative Market Research MSL Enablement Primary Focus on: Primary Focus on: Operational Efficiency Building Stronger HCP Relationships Better Market Insight Field Force Enablement 10
  11. 11. It is good to differentiate between communities driving “contracted” work,and those where participation is voluntary. Pre-Launch / Launch /Clinical Market Shaping End of Patent Commercial Advisory Board Contractual Clinical Trial Speakers Bureau Hybrid Hybrid Medical Science Liaison Voluntary Medical Association Sponsorship Voluntary Custom HCP Engagement Communities Voluntary 11
  12. 12. What are HCPs using to access the web? Everything. 10” screen Apple iOS tablets Android Blackberry Microsoft 8” screen tablets 7” screen tablets Modern mobile Samsung Apple phones Samsung Pandigital Coby Velocity Motorola Apple Nokia Archos Amazon Blackberry HTC 12
  13. 13. Understanding community types by HCP participation style “Contracted Participation” “Voluntary Participation” Online Advisory Boards Clinical/Research “Custom” KOL Communities Communities Publication Planning Association / 3rd-Party Partnerships Speaker Bureau Communities Qualitative Market Research MSL Enablement Primary Focus on: Primary Focus on: Operational Efficiency Building Stronger HCP Relationships Better Market Insight Field Force Enablement 13
  14. 14. Contractual Communities – Some Key Principles • Properly Scoped: focused on getting specific work done better, faster, cheaper, Scope & Integration safer, or easier • Program Integration: Tightly integrated with offline portions of the program • Maximally Convenient: available when, where, and however the user needs to Rich User Experience access • Simple is Better: Environments must be designed with the work in mind first • Recruitment: Users and moderators must understand what they are being Recruitment & asked to do. Contracts must reflect this. Orientation • Orientation: High-touch orientation is a must • Understand, prioritize, and map areas of compliance concern (off-label, AE, privacy, etc) Compliant & Safe • Utilize technology, process, and user education to ensure proper compliance profile 15
  15. 15. Understanding community types by HCP participation style “Contracted Participation” “Voluntary Participation” Online Advisory Boards Clinical/Research “Custom” KOL Communities Communities Publication Planning Association / 3rd-Party Partnerships Speaker Bureau Communities Qualitative Market Research MSL Enablement Primary Focus on: Primary Focus on: Operational Efficiency Building Stronger HCP Relationships Better Market Insight Field Force Enablement 16
  16. 16. Sample – Grand Rounds / Conference Meeting 17
  17. 17. Checking the Health:Examples of Areas of FocusOnline Community PerformanceDetailed analysis of utilization andperformance trends within theonline community. Discussion Topic Analysis Summary report on items under discussion, top issues, and top terms / searches within the online community. 18
  18. 18. Checking the Health:Examples of Areas of FocusNetwork Analysis ReportsAn analysis of the socialgraphs within the onlinecommunity to discover hubsof influence by:• By Key Topic• By Discussion Thread• By Community Leader• By Peer-to-peer connection / 1. Dr. Martin Cooper, M.D. (Community Leader) communication 2. Dr. Phil Harris, M.D. (Community Leader 3. Nurse Practitioner (Community Member) 4. Physician (Community Member) 19
  19. 19. Checking the Health:Examples of Areas of FocusGeographic DemographicsAn analysis of the geographicdistribution of theparticipants within the onlinecommunity• By Region• By State• By Role (MD, PA, etc) 20
  20. 20. Let’s Talk Compliance... Medical / Legal / Compliance / PrivacyCommon Considerations 21
  21. 21. Ensuring Ethical and Compliant Digital Collaboration Most Common MLR Concerns Additional MLR Concerns Off label / Claim Expansion International Concerns Discussion Content/Response Approval Process Promotional Content Distribution Adverse Event Information & User Security Discoverability Fair Market Value Data Retention Anti-kickback Member Contracting Sunshine Act 22
  22. 22. A multitude of compliance capabilities should beinvestigated to lower risk in private communities Key Compliance Example Capabilities in Modern Need Community Platforms Automated Off-Label/AE Keyword Matching Preventative Filtering Discussion Thread Reactive Queuing Moderation Controlled Queuing Attendee Question Queuing Video Conference Authorized Speaker Controls Moderation Break-out Room Support Document Controls Role Support Monitoring and Moderation Dashboards Alerts Automatic Email Notifications Thread Administration Compliance Private Discussion Capability Exception Handling User Access Control Secure Document Viewers Confidential Role-Secure Content Areas Content Delivery Configurable User Notifications User Terms-of-Use Legal & User Community Guidelines Agreements Expectation Agreements User Conversation Tracking Audit Reporting & Synchronized Transcripts Traceability Key Resource Tracking 23
  23. 23. A full range of content moderation options for all risk levels Open Preventive Reactive Controlled Members post Members are prompted Comments containing All comments are comments that are to edit comments when excluded keywords or held immediately added to excluded keywords phrases are held for for moderator review. discussions. or phrases are detected. moderator review. As a safeguard, any posted comment may be removed from the community. 24
  24. 24. Questions? 25
  25. 25. Voluntary Participatory Communities – Some Key Principles • Exclusive membership: limit access to Value and “networks of peers” vs. “crowds” positioning • Exclusive content: the conversation is unique and compelling • Enable health professionals to efficiently connect, collaborate, and Rich User share information on a 24/7 basis Experience • Engage members through an array of interactive capabilities • Editorial plan: episodic topics hosted “Interaction” by community members Content & Events • Community cultivation and stewardship • Understand, prioritize, and map areas of compliance concern (off-label, AE, privacy, etc) Compliant & Safe • Utilize technology, process, and user education to ensure proper compliance profile 27

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