Social Communications and      Healthcare 2011	            July, 2011!                          Within3 Confidential –!
Some Background on Within3                                             Key Within3 client examples:!                      ...
The HCP Social Media Landscape                   A Quick History of HCP Social Media                                    Co...
HCP communities are private, secure venues for engagement.                                                 Within3 Confiden...
Growing adoption of social media by HCPs  “!With about 71% of physicians already using or interested    in using physician...
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 - c...
ADVISORY BOARD CASE STUDY: A global pharmaceutical!Solution: Virtual Advisory Board!                                      ...
ADVISORY BOARD CASE STUDY: A global pharmaceutical!Where’s the ROI? Oh – there it is. $250k out-of-pocket savings across fi...
HCP communities address key stages of the brand lifecycle.                             Pre-Launch / Market               L...
Example: National Association of Public HospitalsCritical business solutions for pharmaceuticals!   Within3 Confidential –!...
Example – American College of Gastroenterology!                                          Within3 Confidential –! 13!
Healthcare Professionals (HCPs) vs. Consumers     (Will HCPs really use social media?)                    ?	              ...
Common misperceptions about MD online participation                                     “Email was a terrible blow       “...
Donʼt forget about Mobile!!                              Within3 Confidential –! 16!
Lessons Learned – Avoiding Building Ghost Towns!                                          Within3 Confidential –! 17!
Trust, Orientation, & Cultivation                Steward Driven                Member Driven                              ...
Medical Legal will NEVER support something like this….1.  General Liability and    Governance2.  Off-Label Promotion3.  Ad...
Questions?             Within3 Confidential –! 20
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Case Study: How to Use Social Media to Engage with Physicians Online - BDI 7/13/11 Social Communications & Healthcare 2011: Case Studies & Roundtables

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Case Study: How to Use Social Media to Engage with Physicians Online
Presented by: Lance Hill, CEO, Within3

www.bdionline.com

Published in: Business
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Case Study: How to Use Social Media to Engage with Physicians Online - BDI 7/13/11 Social Communications & Healthcare 2011: Case Studies & Roundtables

  1. 1. Social Communications and Healthcare 2011 July, 2011! Within3 Confidential –!
  2. 2. 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!
  3. 3. 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
  4. 4. HCP communities are private, secure venues for engagement. Within3 Confidential –! 4!
  5. 5. 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
  6. 6. The Good Old Days – Ad Boards in Honolulu Within3 Confidential –! 6
  7. 7. Reality in 2011 – Ad Boards at the Comfort Inn. Within3 Confidential –! 7
  8. 8. 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!
  9. 9. ADVISORY BOARD CASE STUDY: A global pharmaceutical!Solution: Virtual Advisory Board! Within3 Confidential –! 9!
  10. 10. 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!
  11. 11. 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!
  12. 12. Example: National Association of Public HospitalsCritical business solutions for pharmaceuticals! Within3 Confidential –! 12!
  13. 13. Example – American College of Gastroenterology! Within3 Confidential –! 13!
  14. 14. Healthcare Professionals (HCPs) vs. Consumers (Will HCPs really use social media?) ? Within3 Confidential –!
  15. 15. 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
  16. 16. Donʼt forget about Mobile!! Within3 Confidential –! 16!
  17. 17. Lessons Learned – Avoiding Building Ghost Towns! Within3 Confidential –! 17!
  18. 18. Trust, Orientation, & Cultivation Steward Driven Member Driven Within3 Confidential –!
  19. 19. 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
  20. 20. Questions? Within3 Confidential –! 20

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