LinkedIn Tips For The Biotech Professional
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LinkedIn Tips For The Biotech Professional

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This slide's embedded in a post featuring tips from LinkedIn professionals in different verticals. Thanks to Don Low - Biotech Project Lead at Baxter Biosciences, for sharing tips on how biotech ...

This slide's embedded in a post featuring tips from LinkedIn professionals in different verticals. Thanks to Don Low - Biotech Project Lead at Baxter Biosciences, for sharing tips on how biotech professionals can extract maximum value on LinkedIn.

For more LinkedIn related tips and tricks, please check out the LinkedIn Blog - http://blog.linkedin.com/

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  • Don; great example of leveraging exisiting technology to outside business applications. Very forward thinking and telling of how large knowledge based teams will be assembled . I appreciate your focus and work on more effective and targeted clinical trials, perhaps one of the largest roadblocks to commericailization, maximizing discovery and patient benefit
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LinkedIn Tips For The Biotech Professional Presentation Transcript

  • 1. Using Social Networking Sites in Biotechnology Projects Donald Low, PhD
  • 2. Current Macro Trends
    • What are the big trends affecting us today?
    • How might they affect our company? Our project?
    • Recession
    • Globalization
    • Health Care Reform/Change
    Internet Web 2.0 high unemployment tight funding downward price pressure development efficiency Social Networking
  • 3. Happy 40 th Birthday Internet!
      • 1969 – DoD’s ARPANET connects computers at 4 sites
      • 1971 – ARPANET expands to 23 server sites
      • Early 70’s – advent of email messaging
      • 1981 – ARPANET now has 213 sites
      • 1982 – term “internet” first used
      • 1987 – more than 10,000 internet hosts
      • 1989 – more than 100,000 internet hosts – AOL ISP launched
      • 1992 – more than 1,000,000 internet hosts
      • 1995 – Yahoo! founded
      • 1998 – Google founded
      • 2003 – LinkedIn founded
      • 2004 – Facebook founded
      • 2006 – Twitter launched
  • 4. The Web 2.0 Revolution
    • Initially, most web sites had a one-way flow of information
      • Content was generated by the owner of the domain
      • Users visit site to access information, then leave
    • In Web 2.0 sites, information flows in more than one direction
      • Much or all of the content is user-generated
      • Users form communities based on common interests
      • The internet provides a conduit for information flow between network/community members
      • The power of Web 2.0 sites is dependent on the quality of user contributions
  • 5. What Are Social Networking Sites?
    • Any website that organizes content generated by related individuals together into groups
    • Social networking sites serve to facilitate information transfer between network members
    • Relatively new innovation in web history
    • Many/most popular social networking sites have entertainment focus
      • Network members share photos, status updates, music etc.
      • Facebook, Flickr, Myspace and others
    • LinkedIn has professional focus
  • 6. Leverage 2 nd and 3 rd Degree Connections
    • All social networks are hierarchical
      • You  your friends  your friend’s friends  so on
    • LinkedIn provides an explicit bridge between you and your 2 nd and 3 rd degree connections
      • Information is readily available on them via searches
      • LinkedIn provides a convenient means to contact them
    • Your 2 nd and 3 rd degree connections represent a large body of potential knowledge and resources
      • Most people typically use for job searching, networking
      • Can these resources be used for biotech project related work?
  • 7. DL’s LinkedIn Network Structure
  • 8. DL’s LinkedIn Network is Distributed Bubble diagram made using ManyEyes visualization tool
  • 9. Social Networks are Highly Complex
    • DL’s Facebook account
    • 121 friends
      • All 1 st degree contacts
    • Visualization shows complex web of interconnections
    • Some friends know other friends in other contexts
      • “ hidden relationships”
    Network diagram generated using GUESS
  • 10. Family & Friends Gryphon Caltech Cycling PDL Ethos Climbing/Yoga Visualization Shows Links Between Groupings
  • 11. So How Does This Help Us?
    • Effective project team leaders can find resources that can advance the program, including
      • Information resources
      • People with specific expertise
      • Other companies – potential collaborators/competitors
      • Assist with clinical trial recruiting and post-launch monitoring
    • Social networking sites can be used to identify “hidden” individuals who can contribute to a project
  • 12. The Dunbar Number and Hidden Skills
    • Sociologists theorize that humans (and primates) naturally organize themselves into groups
    • The maximum number of individuals in a group where familiarity is maintained is limited
      • Dunbar predicted the maximum group size where you can “know everyone” is 148
    • In larger companies, the ability to “know” everyone drops off quickly
      • There may be employees with specific skills and expertise that you do not know about
  • 13. Complex Groups, Complex Projects
    • Biotech companies can be highly complex social groups
      • Diverse employee training and prior experiences
    • Many biotech projects are also highly complex
      • Purely “homegrown” projects are less common
      • Many projects have multiple technology components that are in-licensed from other companies or accessed via collaboration
    • Use social networking tools to find people that address both types of complexity
  • 14. Example: Antibody Drug Conjugates Genentech T-DM1 Trastuzumab, humanized monoclonal antibody Technology licensed from PDL Biopharma DM-1 linker conjugate technology licensed from Immunogen
  • 15. Interactive Session: Advanced Search
    • Run search for ex-PDL employees at Genentech – there may be more than you suspect!
      • Could have expertise relevant to humanization
    • Run search for ex-employees for Immunogen
      • Could be valuable as outside consultants or potential employees
    • Run general search for antibody drug conjugates
      • Who turns up could be valuable for identifying potential competitors or collaborators
  • 16. Advanced Search: Ex-PDL People at Genentech
  • 17. More PDL alumni than I thought
  • 18. Advanced Search – ex-Immunogen Employees
  • 19. Advanced Search Results
  • 20. People Working on ADC’s
  • 21. Using Dynamic Search Refinements
  • 22. Advanced Search: Finding Talent Abroad
    • What if your team needs help in another country where you don’t have a site?
    • My team once needed a person-in-plant at a facility in Switzerland for an extended period of time
    • LinkedIn can help identify people you are connected to in specific locations with a desired skill
    • Interactive session : Searching for peptide chemists in Switzerland who are available as consultants. There may be more than you think!
  • 23. Advanced Search by Location
  • 24. Advanced Search by Location
  • 25. What about Small Companies?
    • Biotech is a highly capital intensive industry
    • How connected are you to venture capital firms?
    • Getting an opportunity for a first pitch can be critical
    • Go with introduction through trusted network instead
    • Interactive session : Using company search on VC firms
      • Examples: DL’s connections to Sierra Partners, USVP
  • 26. Company Search Results
  • 27. Company Search: USVP
  • 28. LinkedIn vs. Corporate Intranets
    • Most medium to large companies have corporate intranets
      • Limited search options – most common search by name
      • Turns up phone numbers and location and place in org chart
      • No content on employee expertise or career history
    • Future corporate intranets may combine LinkedIn-like content specific to company personnel
      • Pro: more internal coverage if mandatory
      • Con: no information on external personnel
  • 29. Social Networks and Clinical Trials
    • Human trials are the most costly phase of drug development
    • Pressure to improve efficiency of clinical trials
      • Better recruitment
      • More focused patient populations
      • Fewer failures = lower clinical costs
    • Use social networking sites to obtain information to support trial design, recruiting and post market surveillance
  • 30. Example: www.patientslikeme.com
    • Populations of patients grouped by disease state post and share information on…
      • Their condition/disease state
      • Current, past and future treatments
      • Side effects
    • Content comes directly from patients
      • Not subject to HIPAA regulations
      • Some users post a surprising amount of data
      • Need to be aware of selection bias
      • Data quality issues?
    • Advice & info available on symptoms, treatment effectiveness, side effects & more
  • 31. Interactive Session: patientslikeme.com
    • Home page
    • Example member profile
    • Community pages
    • Treatment data page
  • 32.  
  • 33. PLM MS Community Page
  • 34. Tysabri Treatment Profile
  • 35. Tysabri Treatment Assessment
  • 36. Tysabri Treatment Report
  • 37. Other Social Networking Sites
    • Facebook
      • Designed to share photos, status updates and other entertainment-oriented content with network of friends
      • Excellent resource for organizing meetings
      • Can be tough to separate personal and professional content
    • Twitter
      • Popular site used as channel to rapidly distribute information
      • Tweets are microblogs up to 140 characters long
      • Users can choose to follow specfic people/companies for info
      • Most large biotechs don’t seem to use Twitter
  • 38. Final Thoughts
    • Social networking sites have made it into the mainstream for personal use
    • The use of social networking sites in the workplace is just beginning but the potential is high
    • Existing tools like LinkedIn can be useful in supporting project work
    • Expect growth of social networking applications in the workplace with new applications to maximize team resources
    • Already significant interest in use of social networks to improve clinical trials & safety monitoring
  • 39. Remember…
    • Web 2.0 sites depend on user content – they are useless without it
    • Update your profile and add as much content as you feel comfortable with. It will help you and others using the site.
    • Build your network – try to get at least 30 contacts to make effective use of network effects
      • Try to focus on people you trust
    • Take advantage of the advanced search function
    • Keep an open mind and realistic expectations
  • 40. Suggested Reading & Links
    • Globalization: The World is Flat , Thomas Friedman
    • Network Visualization
      • Web 2.0 Tool, IBM’s ManyEyes, http://manyeyes.alphaworks.ibm.com/manyeyes/
      • Web-based constellation network diagrams http://danielmclaren.net/
    • Recent articles on social media and medicine
    • “ Can Web 2.0 Reboot Clinical Trials?” Malorye Allison ,Nature Biotechnology 27 , 895-902
    • “ The Power of Social Networking in Medicine” Catherine A Brownstein, John S Brownstein, David S Williams, Paul Wicks, James A Heywood, Nature Biotechnology 27 , 888-890