This document discusses using online communities and social media platforms to engage healthcare professionals (HCPs). About 60% of physicians currently use online communities. They can offer marketing and research opportunities for pharma companies. The document outlines how a pharmaceutical company held a virtual advisory board online to reduce costs, engage advisors throughout the year, and ensure regulatory compliance. It discusses measuring the business value and outcomes of online HCP communities, such as enhancing relationships, knowledge sharing, and competitive advantage.

1. BDI
Social Communications and
l Co
Healthcare Conference

3. The need to save time!

4. Growing adoption of social media by HCPs
With about 60% of physicians already using or intere
using physician online co
communities, it’s the right
r pharma to look into the m
he marketing and research
pportunities offered by this channel. ”
– Erika S. Fishman, Dire
irector of Research, Manhattan Resear

5. Map of the HCP social media landscape
Consumer-based sites
Consumer
3rd-party,
ymous crowd-
urced sites Institution-led, Id
focused profess
communitie

6. mproved
Stronger H
nowledge Greater Awareness
Relationsh
Exchange
visory Board Association Key Opinion L
earch Team Medical Journal Medical Science L
inical Trial
akers Bureau Speakers Bureau Speakers Bur

7. mproved
Stronger H
nowledge Greater Awareness
Relationsh
xchange
visory Board Association Key Opinion L
earch Team Medical Journal Medical Science L
inical Trial
akers Bureau Speakers Bureau Speakers Bur

8. ding pharmaceutical company wanted to...
Reduce costs when conducting advisory boards
Conduct advisory forums thro
hroughout the calendar yea
Gain more thoughtful responses to key questions
Make advisory participation more convenient for KOLs
Ensure adherence to regulatory and contractual terms

9. Solution: Virtual Advisory Board

10. ults:
savings and more
uent engagement
ne
able, written
onses to key
tions
responses from all
cipating advisors
er preparation of
lusions and
mmendations

11. t are the multiple values o an online community?
s of
Online Visibility Offline Visibility
KOL Relationships Competitive
Advantage

12. L Relationships and Competitive Advantage
cy gains in increasing the
r, frequency, and quality of
tions between industry staff
OLs was estimated in the tens of
nds of dollars of value.
Additionally, moving first in this n
medium provides effective (and
sometimes contractual) barriers
competing brands in the marketpla

13. Accessibl
Mobil
Accessibl
Kiosk
Accessibl
the We

14. ithin3 Standard
mplementation
Work Streams
Week Design Regulatory / Technical Content/ Me
mmunity Experience 1 x
Compliance Build Cultivation cc
sign 2 x
3 x x x
4 x x
5 x x
gulatory / Compliance 6 x x
7 x x
proval & Integration 8 x x
9 x x
10 x x
chnology Testing and 11 x x
ployment 12-16 x
17-52 Ongoing O
Sample Project Timeline
mmunity Usage
ltivation
going Metrics and
alysis

15. 3 Stewardship
Services
community goals
ng tracked and
point person for
nity members
ner to facilitate
s
y suggest new
ches and
es to keep the
nity thorough understanding of the com
s a vibrant ommunity and its various goals to assis
rs
ded in the community as a “live” resource

16. Business Outcome Measures
Enhanced
Business • Business Goals and ROI
Outcomes
• Vary by Community Type
High-Relationship Community Measures
Relationship
• Knowing Your Members
eased Business
• Building Engagement
Value
• Being In the Discussion
• Building Influence
imal Business Low-Relationship - Web 1.0 Measures
Relationship
Value • Tracking your Traffic

17. Low-Relationship - Web 1.0 Measures
Track Your “Traffic”: Visits, Unique Visitors, Page Views, Click
Click-Throughs
High-Relationship - Community Measures
Your Members Building Engagement Being in the Discussion Building your Infl
mation Updates • Interactions (Discussions, • Leader-to-Member • Network Re
ct Information Polls, Documents, News, Interactions • Key Topic Resp
pdates etc) -> Posted, Responded, • Key Topic Discourse • Identification of C
cations Added Voted, Shared, or • Responses to Leader • Member Gro
nical Trials Subscriptions Posts • Growth of Related
Clinical Interests • Power-Law Measurement • User Perception of • User Presentat
esearch Interests • Peers Invited Community Referenc
• Connections Formed • Offline Discussion • Key Segment A
• Directory Searches Generated
Example Business Outcome Measures
pinion Leader Medical Association Advisory Board Clinical T
mpany Interactions • Author Participation • Materials Review • % Partici
MD Relationships • New Science Augmented Compliance • Efficiency-
Formed • New Science Disseminated • % Participation on Discus
nce Exchanged • Member Engagement Assigned Tasks • Alert Rec
ections Brokered between Live Meetings • Value of Information Compli
ween MDs • Email Address Updates Received • Timelin