Successful Digital Collaboration Cases –Online HCP CommunitiesPeter GannonWithin3, Inc.pgannon@within3.comhttp://www.linke...
Sinus Headaches
Integrating digital collaboration into theHCP relationshipExtending engagement beyond the “traditional”               Face...
What is an Online Community?•   Network of people with a specific       Background/interest       Business objective•   ...
Digital Collaboration Ecosystems                                                                       MaturityBuilding of...
The MLR Pendulum        Uber -       Slightly less than     Conservative   Uber - Conservative
Med/Legal/Compliance – Common IssuesMost Common MLR Concerns              Additional MLR Concerns     Off label / Claim Ex...
Best Practice: Three-stage Approach to RiskManagement     Education & Avoidance            Risk Monitoring                ...
Case Study:Advisory Board Community Programs                                    9
Challenges Common to Many AdvisoryBoard Programs:                                      1. Quality of feedback is not suffi...
Better Outcomes Can Be Achieved by Properly IntegratingDigital Collaboration Solutions Into Advisory Board Programs.      ...
Case Study #1, US Global Pharmaceutical    Client Situation:    Preparing to launch diabetes drug with a high revenue expe...
Case Study #1, US Global Pharmaceutical      Results:      Increased advisory board faculty from 10 to 40 contracted parti...
Case Study #2: US Global Pharmaceutical    Client Situation:    Compliance restrictions have caused the budgets being allo...
Case Study #2: US Global Pharmaceutical      Results:      Five advisory board pilot effort provided $250,000 in savings v...
16
Case Study: Medical Association SponsorshipCase Study: Medical Association Sponsorship   17
Common Challenges EngagingMedical Associations               Advisory Board                                              1...
A Major Pharmaceutical CompanyWanted To:› Enhance brand awareness with key HCPs› Improve engagement with KOLs› Gain a foot...
Key Visibility “On” and “Off” lineOnline Visibility                                    Offline VisibilityActivity Measures...
Our Proven Approach is Designed toDeliver Key Results:               Advisory Board                 Clinical Trial        ...
Blueprints for Success  Strategy &          Solution         Rollout &         Analyze &    Setup              Design     ...
Finding the Path to Success•   Find a champion•   Define the business use case•   Align internal stakeholders to the objec...
Discussion/QuestionsPeter GannonWithin3, Inc.pgannon@within3.comhttp://www.linkedin.com/in/petermgannonTwitter: @within3
GO GIANTS!!!!!                 25
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Successfully Collaborating with Healthcare Professionals through Online Community Programs: A Case Study Approach - BDI 1/26/12 Mobile Healthcare Communications 2012: Case Studies and Roundtables

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Case Study: Successfully Collaborating with Healthcare Professionals through Online Community Programs: A Case Study Approach
Presented by: Peter Gannon, Regional Vice President, Within3
Fostering collaboration and engagement is everyone's goal in HCP communications. Enabling technologies that accomplish these goals in a regulated environment can be challenging given perceived constraints from legal, regulatory, medical, and compliance. Peter will introduce some successful cases on how the implementation of private secure HCP networks have enabled greater HCP collaboration, increased the quality of HCP relationships, realized cost savings, and were implemented in accordance with company risk mitigation policies.

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Successfully Collaborating with Healthcare Professionals through Online Community Programs: A Case Study Approach - BDI 1/26/12 Mobile Healthcare Communications 2012: Case Studies and Roundtables

  1. 1. Successful Digital Collaboration Cases –Online HCP CommunitiesPeter GannonWithin3, Inc.pgannon@within3.comhttp://www.linkedin.com/in/petermgannonTwitter: @within3 1
  2. 2. Sinus Headaches
  3. 3. Integrating digital collaboration into theHCP relationshipExtending engagement beyond the “traditional” Face-to-Face Community Telephone Discussion Email Webcast 3
  4. 4. What is an Online Community?• Network of people with a specific  Background/interest  Business objective• Unique platform which  Engages members through an array of interactive capabilities  Enables health professionals to efficiently connect, collaborate, and share information on a 24/7 basis 4
  5. 5. Digital Collaboration Ecosystems MaturityBuilding of HCP ecosystemover time via onlinecommunity channels. Launch Clinical Broad HCP Communities Association Partnerships Advisory Boards MSL Communities Label Expansion Speaker Communities Advisory Boards Multi-Site Trials Steering Committees Publication Planning Core Digital Collaboration Capabilities Technology & Expertise
  6. 6. The MLR Pendulum Uber - Slightly less than Conservative Uber - Conservative
  7. 7. Med/Legal/Compliance – Common IssuesMost 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 7
  8. 8. Best Practice: Three-stage Approach to RiskManagement Education & Avoidance Risk Monitoring Risk Mitigation › User education plan › Specified community roles › Content and post insertion and authorizations and inline deletion › Moderator training › Real-time monitoring › Adverse event link visibility › Terms of use › Off-label mitigation › Custom community › Subscriptions per scenario implementation guidelines discussion area › User removal › “Plain English” user › Subscriptions per agreements moderator › Private user responses › Moderated post queuing › Community guideline reminders › Identity verification › Credential verificationRisk Mitigation
  9. 9. Case Study:Advisory Board Community Programs 9
  10. 10. Challenges Common to Many AdvisoryBoard Programs: 1. Quality of feedback is not sufficient for Advisory Board optimal planning 2. Broader set of advisors needed to gain Clinical Trial required insight 3. Cannot access advisor input “as Speakers Bureau needed” throughout the year 4. Sunshine Act / HCP time pressures making recruitment difficult Medical Science Liaison 5. Advisory programs are too costly Medical Association Sponsorship Custom Engagement CommunitiesExample: Advisory Board Programs 10
  11. 11. Better Outcomes Can Be Achieved by Properly IntegratingDigital Collaboration Solutions Into Advisory Board Programs. Traditional Live Meeting Venues Digital Advisory Venues Online Community Discussion Compliant, multi- Real-time Web device access Conferencing Traditional Live Meeting Digital Advisory Venues Processes & Best Practices Processes & Best PracticesAdvisory Board Programs 11
  12. 12. Case Study #1, US Global Pharmaceutical Client Situation: Preparing to launch diabetes drug with a high revenue expectation in a market with near-term competitive threatsKey Objectives:1. Competitive advantage– broaden insight by including more MD specialties and allied health professionals in program2. Better market reaction– Allow the ability to quickly and compliantly reach back out to the advisory group as needed based on changing market developments3. Keep costs controlled– keep costs the same as previous year’s budgetCase Study: Advisory Board 12
  13. 13. Case Study #1, US Global Pharmaceutical Results: Increased advisory board faculty from 10 to 40 contracted participants, adding three additional MDs specialties and nurse practitioners to program Enabled regulatory approved process for ad-hoc advisor feedback throughout the year Kept costs flat vs. previous year’s 10-person, 1-time advisory boardCase Study: Advisory Board 13
  14. 14. Case Study #2: US Global Pharmaceutical Client Situation: Compliance restrictions have caused the budgets being allocated to advisory board programs to decreaseKey Objectives:1. Lower costs– aggregate savings across a portfolio of commercial advisory board programs2. Ensure quality– Maintain existing quality of feedback available to brand teams from advisory board programs3. Conduct a broad pilot– implement 5 advisory boards crossing commercial and clinical functions to prove go-forward viability for the enterpriseCase Study: Advisory Board 14
  15. 15. Case Study #2: US Global Pharmaceutical Results: Five advisory board pilot effort provided $250,000 in savings vs. previous year’s advisory board spend Participating brands reported high satisfaction with quality, quantity, and timeliness of advisory board feedback Post program survey showed that 83% of participating advisors preferred the experience of using digital solutions vs. live-only advisory meetingsCase Study: Advisory Board 15
  16. 16. 16
  17. 17. Case Study: Medical Association SponsorshipCase Study: Medical Association Sponsorship 17
  18. 18. Common Challenges EngagingMedical Associations Advisory Board 1. Diminished booth traffic lowering ROI Clinical Trial of annual meeting support 2. Few options for safely engaging association members Speakers Bureau 3. Heavy competition dilutes visibility within association programs 4. Looking for ways to increase Medical Science Liaison collaboration and sharing within association ranks 5. Looking to improve relationships with Medical Association Sponsorship key KOLs who are also within the association’s leadership Custom Engagement CommunitiesCase Study: Medical Association Sponsorship 18
  19. 19. A Major Pharmaceutical CompanyWanted To:› Enhance brand awareness with key HCPs› Improve engagement with KOLs› Gain a foothold in an important new channel› Explore alternatives to traditional association support› Provide valuable venue for peer interactionCase Study: Medical Association Sponsorship 19
  20. 20. Key Visibility “On” and “Off” lineOnline Visibility Offline VisibilityActivity Measures Growth Rate – › Referenced in Year 1 multiple conferenceRegistered Users - 1800 72% sessionsLogins per Week - 300 20% › Intra-conference signageAbstracts Claimed - 515 22% › Handouts in attendeeNew Discussionsper Week - 10 25% bagsPrivate Messages 9% › Abstract “nowper Month - 600 available” stickersOnline Searches - 3109 60% › Joint Press ReleaseP2P Networking Connections -444 19% › Specialized Signup BoothsP2P InvitationAcceptance Rate – 50% 13% › Remember Log-In ID CardsCase Study: Medical Association Sponsorship 20
  21. 21. Our Proven Approach is Designed toDeliver Key Results: Advisory Board Clinical Trial Proper Partner Selection Sponsorship Package Definition Speakers Bureau Proper Compliance Safeguards Proper Community Design Medical Science Liaison User Adoption Medical Association Sponsorship Ongoing Participation Custom Engagement CommunitiesCase Study: Medical Association Sponsorship 21
  22. 22. Blueprints for Success Strategy & Solution Rollout & Analyze & Setup Design Execution Refine Goals Review & Association User Experience & Association Integration & Site Design Selection Launch Monitor, Assess, and Improve Project Setup, Content, Compliance Review Alignment & Orientation, & & Design Kickoff Execution 22
  23. 23. Finding the Path to Success• Find a champion• Define the business use case• Align internal stakeholders to the objective• Eliminate/manage perceptions of “social media”• Plan for avoidance and mitigation of risks• Use industry precedents• Include cognizance of FDA recommendations on social media• Ensure the technological and “human element” to moderation and monitoring• Ensure accessibility via web/mobile devices• Utilize tested onboarding and cultivation plan for community members• Align with integrated communications plan 23
  24. 24. Discussion/QuestionsPeter GannonWithin3, Inc.pgannon@within3.comhttp://www.linkedin.com/in/petermgannonTwitter: @within3
  25. 25. GO GIANTS!!!!! 25

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