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Presentation delivered by Within 3 at the Digital Pharma West Conference, June 28-29th, Parc 55 Hotel in San Francisco. For additional information, please visit www.exlpharma.com/digitalpharma
Citation preview
Within3 Confidential –
Healthcare Professionals and
Social Media
Within3 Confidential
June 2010
Within3 Confidential –
What can I really DO with social media??
What’s the impact to my brand? (ROI?)
Even if I wanted to participate, can I
get Med-Legal to agree?
Some Questions for Consideration…
Within3 Confidential – 3
Within3 Confidential –
Are Healthcare Professionals really different than Consumers?
?
Within3 Confidential –
Real HCP networking - A medical conference poster session.
Within3 Confidential – 6
Consumer-based sites
3rd-party, anonymous
crowd-sourced sites Organization-led,
Focused on Concrete Business Outcomes
Social media landscape
Map of the HCP social media landscape
Within3 Confidential – 7
Improve Knowledge Exchange
Advisory Board
Speakers Bureau
Research Team
Clinical Trial
Pharmaceutical companies are using HCP social media to:
Critical business solutions for pharmaceuticals
Increase Awareness
Association
Medical Journal
Speakers Bureau
Strengthen HCP Relationships
Key Opinion Leader
Medical Science Liaison
Speakers Bureau
Within3 Confidential – 8
Solution: Virtual Advisory Board
The Good Old Days! Advisory Boards in Honolulu!
Within3 Confidential – 9
Solution: Virtual Advisory Board
The reality of 2010 – Advisory Boards at the Comfort Inn.
Within3 Confidential – 10
Solution: Virtual Advisory Board
Within3 Confidential – 11
Results:
In-depth, written responses
Full advisor participation
Out-of-pocket savings: $250k*
ADVISORY BOARD CASE STUDY: A global pharmaceutical
Case Study – Advisory Board
More timely market information
*Estimated across five advisory boards
Within3 Confidential – 12
Improve Knowledge Exchange
Advisory Board
Speakers Bureau
Research Team
Clinical Trial
Our Solutions for Building Greater Awareness among HCPs
Increase Awareness
Association
Medical Journal
Speakers Bureau
Strengthen HCP Relationships
Key Opinion Leader
Medical Science Liaison
Speakers Bureau
Pharmaceutical companies are using HCP social media to:
Within3 Confidential – 13Case Study – Association Sponsorship
American College of Gastroenterology launched GI Circle in October, 2009.
Within3 Confidential – 14Case Study – Association Sponsorship
Online Visibility Offline Visibility
KOL Relationships Competitive Advantage
What is the value of an association sponsorship?
Within3 Confidential – 15Case Study – Association Sponsorship
ASSOCIATION CASE STUDY: American College of Gastroenterology
Key Visibility “On” and “Off” line
ActivityMeasures
Growth Rate
Registered Users - 1800 72%Logins per Week - 300 20%Abstracts Claimed - 515 22%New Discussions per Week - 10 25%Private Messages per Month - 600 9%Online Searches - 3109 60%P2P Networking Connections - 444 19%P2P InvitationAcceptance Rate – 50% 13%
Online Visibility
(SinceLaunch)
Offline Visibility
• Working Sessions with Society Leadership
• Event “Bag” Handouts
• Multiple Kiosks with Branding
• Per-poster stickers
• Press Conference and Press Release
• Announcements during Symposia
(SinceLaunch)
(Monthly Growth)
(Monthly Growth)
(Monthly Growth)
(SinceLaunch)
(SinceLaunch)
(SinceLaunch)
Within3 Confidential – 16
Improve Knowledge Exchange
Advisory Board
Speakers Bureau
Research Team
Clinical Trial
Our Solutions for Building Stronger HCP Relationships
Increase Awareness
Association
Medical Journal
Speakers Bureau
Strengthen HCP
Relationships
Key Opinion Leader
Medical Science Liaison
Speakers Bureau
Pharmaceutical companies are using HCP social media to:
Within3 Confidential – 17
Solution: Key Opinion Leader Community
MSL CASE STUDY: A global pharmaceutical
Case Study – MSL Community
Within3 Confidential – 18Case Study – MSL Community
Results: Consistent growth of online network November 2009– KOL Online Network Map
Within3 Confidential – 19Case Study – MSL Community
Results: Consistent growth of online network February 2010– KOL Online Network Map
Within3 Confidential – 20Case Study – MSL Community
Results: Consistent growth of online network April 2010– KOL Online Network Map
Within3 Confidential – 21
210% increase in MSL-to-KOL “high-value” interactionsStrong growth within “low-relationship” KOL segment20% increase in relationships-per-MSL
Emergence of 6 new high value KOLs through network analysis
MSL CASE STUDY: A global pharmaceutical
MSL Community
Case Study – MSL Community
Within3 Confidential –
We provide professional services and ongoing expertise with each of our solutions.
Accessibility is Crucial for HCP Communities
How we deliver HCP Communities 22
Accessible via Mobile
Accessible via Kiosk
Accessible via the Web
Within3 Confidential – 23
With about 60% 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 Research
Growing adoption by HCPs
Thank you! Questions?