Case Study: How to Use Social Media to Engage with Physicians Online - BDI 7/13/11 Social Communications & Healthcare 2011: Case Studies & Roundtables
Social Communications and Healthcare 2011 July, 2011! Within3 Conﬁdential –!
Some Background on Within3 Key Within3 client examples:! • 8 of the top 20 Global Pharmaceuticals • American College of Gastroenterology • American College of Surgeons • National Association of Within3 is the world leader in Public Hospitals online HCP communities.!Introduction to Within3! Within3 Conﬁdential –! 2!
The HCP Social Media Landscape A Quick History of HCP Social Media Consumer-based sites 3rd-party, anonymous crowd- sourced sites Institution-led, Identity- focused professional communitiesSocial media landscape! Within3 Conﬁdential –! 3
HCP communities are private, secure venues for engagement. Within3 Conﬁdential –! 4!
Growing adoption of social media by HCPs “!With about 71% 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 ResearchGrowing adoption by HCPs! Within3 Conﬁdential –! 5
The Good Old Days – Ad Boards in Honolulu Within3 Conﬁdential –! 6
Reality in 2011 – Ad Boards at the Comfort Inn. Within3 Conﬁdential –! 7
DISADVANTAGES OF UTILIZING WEBCASTS &The company had CONFERENCE CALLS already tried - and rejected - conferencecall / video call formats Challenges Experienced Scheduling & Coordination Transcript Generation / Feedback Quality Participation Levels Moderation Challenges Hello? Incremental Cost per Meeting Within3 Conﬁdential –! 8!
ADVISORY BOARD CASE STUDY: A global pharmaceutical!Solution: Virtual Advisory Board! Within3 Conﬁdential –! 9!
ADVISORY BOARD CASE STUDY: A global pharmaceutical!Where’s the ROI? Oh – there it is. $250k out-of-pocket savings across ﬁve advisory boards! Valuable, written responses to key questions! Full responses from all participating advisors! Easier preparation of conclusions and recommendations!Case Study – Advisory Board! Within3 Conﬁdential –! 10!
HCP communities address key stages of the brand lifecycle. Pre-Launch / Market Launch / End of Patent Clinical Shaping Commercial Clinical Trial Advisory Board Speakers Bureau Key Opinion Leader Medical Science Liaison Medical Association SponsorshipCritical business solutions for pharmaceuticals! Within3 Conﬁdential –! 11!
Example: National Association of Public HospitalsCritical business solutions for pharmaceuticals! Within3 Conﬁdential –! 12!
Example – American College of Gastroenterology! Within3 Conﬁdential –! 13!
Healthcare Professionals (HCPs) vs. Consumers (Will HCPs really use social media?) ? Within3 Conﬁdential –!
Common misperceptions about MD online participation “Email was a terrible blow “Social Media is great!” to the practice of medicine!!!” Case Study – MSL Community! Within3 Conﬁdential –! 15
Donʼt forget about Mobile!! Within3 Conﬁdential –! 16!
Medical Legal will NEVER support something like this….1. General Liability and Governance2. Off-Label Promotion3. Adverse Event Reporting4. Content Approval Context!Case Study – MSL Community! Within3 Conﬁdential –! 19