Peter Gannon, Regional Vice President, Within3 www.bdionline.com

1. The world leader in healthcare professional community programs
Advisory
Engaging Healthcare Boards Scientific
Discussion
Professionals in Online Groups
Communities
Hospital
Professional
Networks Clinical Trial
Teams
Association Members
& Committees
April 11, 2012 1

2. What are healthcare professional, online communities?
Face-to-Face
Online
Telephone
Discussion
Email Webcast
2

3. Current State of the Industry –
The four “types” of healthcare professional communities
1 2 3 4
Consumer Social Vendor Owned, Medical Manufacturer-
Media-Based Crowd-Based Organization Owned
Sites Communities Communities Communities
3

4. Consumer Social Media sites are typically light on clinical,
scientific, or practice management depth.
1
Consumer Social
Media-Based
Sites
EXAMPLE PROVIDERS:
LinkedIn
Facebook
Twitter
Bloggers
TYPICAL USES:
• Awareness
• Clinical Trial
Recruitment
• Non-Clinical Sentiment
Analysis
4

5. Vendor-Owned, Crowd-Based Communities are great resources
for Market Research needs
2
Vendor Owned,
Crowd-Based
Communities
EXAMPLE PROVIDERS:
Doctors.Net.UK
Sermo
Quantia MD
Medscape
TYPICAL USES:
• Market Research
• Awareness
• Sentiment Analysis
5

6. Medical Organization-Owned HCP Communities offer varying
levels of access and participation for life science companies.
3
Medical
Organization
Communities
EXAMPLE PROVIDERS:
• American College of
Gastroenterology
• American College of
Cardiology
• National Association
of Public Hospitals
TYPICAL USES:
• Market Research
• Awareness
• Sentiment Analysis
6

7. Manufacturer-owned HCP communities are implemented
across a wide array of use cases to drive better results.
4
Manufacturer-
Owned
Communities
EXAMPLE PROVIDERS:
• Within3
• Ozmosis
• MyClin
TYPICAL USES:
• Clinical Trial Efficiency
• KOL Relationship Building
• KOL Access and Insight
• Cost Reduction /
Operational Efficiency
• Education
• Medical Field Force
Multiplier
7

8. Summary – the four “types” of HCP online communities.
1 2 3 4
Consumer Social Vendor Owned, Medical Manufacturer-
Media-Based Crowd-Based Organization Owned
Sites Communities Communities Communities
Awareness / Ads Awareness / Ads Awareness / Ads KOL Relationships
Market Research Market Research KOL Insight
Field Enablement
Op Efficiency / Cost
EXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS:
LinkedIn Doctors.UK.Net • AC of • Within3
Facebook Sermo Gastroenterology • Ozmosis
Twitter Quantia MD • AC of Cardiology • MyClin
Blogs Medscape • National Association
of Public Hospitals
8

9. Summary – the four “types” of HCP online communities.
1 2 3 4
Consumer Social Vendor Owned, Medical Manufacturer-
Media-Based Crowd-Based Organization Owned
Sites Communities Communities Communities
Awareness / Ads Awareness / Ads Awareness / Ads KOL Relationships
Market Research Market Research KOL Insight
Field Enablement
Op Efficiency / Cost
EXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS: EXAMPLE PROVIDERS:
LinkedIn Doctors.UK.Net • AC of • Within3
Facebook Sermo Gastroenterology • Ozmosis
Twitter Quantia MD • AC of Cardiology • MyClin
Blogs Medscape • National Association
of Public Hospitals
9

10. Understanding community types by HCP participation style
“Contracted Participation” “Voluntary Participation”
Online Advisory Boards
Clinical/Research “Custom” KOL
Communities Communities
Publication Planning / Association / 3rd-Party
Steering Committees Partnerships
Speaker Bureau
Communities
Qualitative Market
Research
MSL Enablement
Primary Focus on: Primary Focus on:
Operational Efficiency Building Stronger HCP Relationships
Better Market Insight Field Force Enablement
10

11. It is good to differentiate between communities driving “contracted” work,
and those where participation is voluntary.
Pre-Launch / Launch /
Clinical Market Shaping End of Patent
Commercial
Advisory Board Contractual
Clinical Trial Speakers Bureau Hybrid
Hybrid
Medical Science Liaison Voluntary
Medical Association Sponsorship Voluntary
Custom HCP Engagement Communities Voluntary
11

12. What are HCPs using to access the web? Everything.
10” screen
Apple iOS tablets
Android
Blackberry
Microsoft
8” screen tablets
7” screen tablets
Modern mobile Samsung Apple
phones
Samsung Pandigital
Coby Velocity Motorola
Apple Nokia Archos
Amazon
Blackberry HTC
12

13. Understanding community types by HCP participation style
“Contracted Participation” “Voluntary Participation”
Online Advisory Boards
Clinical/Research “Custom” KOL
Communities Communities
Publication Planning Association / 3rd-Party
Partnerships
Speaker Bureau
Communities
Qualitative Market
Research
MSL Enablement
Primary Focus on: Primary Focus on:
Operational Efficiency Building Stronger HCP Relationships
Better Market Insight Field Force Enablement
13

15. Contractual Communities – Some Key Principles
• Properly Scoped: focused on getting
specific work done better, faster, cheaper,
Scope & Integration safer, or easier
• Program Integration: Tightly integrated
with offline portions of the program
• Maximally Convenient: available when,
where, and however the user needs to
Rich User Experience access
• Simple is Better: Environments must be
designed with the work in mind first
• Recruitment: Users and moderators
must understand what they are being
Recruitment & asked to do. Contracts must reflect this.
Orientation • Orientation: High-touch orientation is a
must
• Understand, prioritize, and map areas of
compliance concern (off-label, AE,
privacy, etc)
Compliant & Safe
• Utilize technology, process, and user
education to ensure proper compliance
profile
15

16. Understanding community types by HCP participation style
“Contracted Participation” “Voluntary Participation”
Online Advisory Boards
Clinical/Research “Custom” KOL
Communities Communities
Publication Planning Association / 3rd-Party
Partnerships
Speaker Bureau
Communities
Qualitative Market
Research
MSL Enablement
Primary Focus on: Primary Focus on:
Operational Efficiency Building Stronger HCP Relationships
Better Market Insight Field Force Enablement
16

17. Sample – Grand Rounds / Conference Meeting
17

18. Checking the Health:
Examples of Areas of Focus
Online Community Performance
Detailed analysis of utilization and
performance trends within the
online community.
Discussion Topic Analysis
Summary report on items
under discussion, top issues,
and top terms / searches
within the online
community.
18

19. Checking the Health:
Examples of Areas of Focus
Network Analysis Reports
An analysis of the social
graphs within the online
community to discover hubs
of influence by:
• By Key Topic
• By Discussion Thread
• By Community Leader
• By Peer-to-peer
connection /
1. Dr. Martin Cooper, M.D. (Community Leader)
communication
2. Dr. Phil Harris, M.D. (Community Leader
3. Nurse Practitioner (Community Member)
4. Physician (Community Member)
19

20. Checking the Health:
Examples of Areas of Focus
Geographic Demographics
An analysis of the geographic
distribution of the
participants within the online
community
• By Region
• By State
• By Role (MD, PA, etc)
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21. Let’s Talk Compliance...
Medical / Legal /
Compliance / Privacy
Common Considerations 21

22. Ensuring Ethical and Compliant Digital Collaboration
Most Common MLR Concerns Additional MLR Concerns
Off label / Claim Expansion
International Concerns
Discussion
Content/Response Approval Process Promotional Content Distribution
Adverse Event Information & User Security
Discoverability Fair Market Value
Data Retention Anti-kickback
Member Contracting Sunshine Act
22

23. A multitude of compliance capabilities should be
investigated to lower risk in private communities
Key Compliance Example Capabilities in Modern
Need Community Platforms
Automated Off-Label/AE Keyword Matching
Preventative Filtering
Discussion Thread Reactive Queuing
Moderation Controlled Queuing
Attendee Question Queuing
Video Conference Authorized Speaker Controls
Moderation Break-out Room Support
Document Controls
Role Support
Monitoring and Moderation Dashboards
Alerts Automatic Email Notifications
Thread Administration
Compliance Private Discussion Capability
Exception Handling User Access Control
Secure Document Viewers
Confidential Role-Secure Content Areas
Content Delivery Configurable User Notifications
User Terms-of-Use
Legal & User Community Guidelines
Agreements Expectation Agreements
User Conversation Tracking
Audit Reporting & Synchronized Transcripts
Traceability Key Resource Tracking 23

24. A full range of content moderation options for all risk levels
Open Preventive Reactive Controlled
Members post Members are prompted Comments containing All comments are
comments that are to edit comments when excluded keywords or held
immediately added to excluded keywords phrases are held for for moderator review.
discussions. or phrases are detected. moderator review.
As a safeguard, any posted comment may be removed from the community.
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25. Questions?
25

27. Voluntary Participatory Communities – Some Key Principles
• Exclusive membership: limit access to
Value and “networks of peers” vs. “crowds”
positioning • Exclusive content: the conversation is
unique and compelling
• Enable health professionals to
efficiently connect, collaborate, and
Rich User share information on a 24/7 basis
Experience • Engage members through an array of
interactive capabilities
• Editorial plan: episodic topics hosted
“Interaction” by community members
Content & Events • Community cultivation and
stewardship
• Understand, prioritize, and map areas
of compliance concern (off-label, AE,
privacy, etc)
Compliant & Safe
• Utilize technology, process, and user
education to ensure proper
compliance profile
27