The document discusses digital collaboration solutions for engaging with healthcare professionals (HCPs). It provides an overview of how pharmaceutical companies have increasingly adopted digital tools like social media, online discussion boards and webinars over the past decade. It then outlines some of the key benefits digital collaboration platforms provide for interactive dialogue, information dissemination and relationship building. Several use cases are presented that demonstrate how different types of virtual advisory boards and panels can generate actionable insights for various business needs like product launches, risk management and ongoing market assessment.

1. The leader in healthcare professional digital collaboration solutions
2015 Q1 Medical Information Conference – Boston, MA
Digital Collaboration & Medical
Information Exchange

2. 2

3. #Within3

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5. Sources of information for HCPs
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6. Current Environment

7. Accelerating use of
digital collaboration…
Majority of top 20 pharma using digital
collaboration in critical HCP programs
2013
First live pharma Twitter chat; every “top 10”
pharma company using Twitter
2011
2010 First pharma conducts global HCP advisory board
using social technologies
2009
2006
2008
First pharma RX branded Tweet
First pharmaceutical Facebook page
First pharma discussion board and first pharma-sponsored you tube video
2015 +
Accelerating use of
digital collaboration…

8. A common challenge in medical communications
• Do more with less?
• Realize cost savings?
• Be more responsive to the market?
• Develop a more effective strategy?
• Build stronger physician relationships?
• Gain more timely information?
How can I engage HCPs differently?
How can I …

9. What Does Digital Collaboration Offer?
• A platform for interactive dialogue – member-to-
member, as well as member-to-organization
• A new business channel to facilitate deeper discussion
and streamline workflow
• An answer to the barriers of geography and time
• A viable venue for information exchange and
dissemination
#Within3
@PeterMGannon

10. Why do session-based venues produce different results
than real-time venues?
Time Constraints You only can spend as much time on
topics as the schedule allows.
There is no “we must move on now”
time constraint.
Full Participation Only 1 person can be talking at a time.
Everyone else is just listening.
All participants contribute without
taking “air time” from each other.
Advisor Focus You must participate during pre-set
times, ready or not.
Advisors engage in “bite sized” chunks
when their schedules allow.
Thought before
Speech
You can’t stop a real-time meeting so
people can documents or construct
their thoughts carefully.
Advisors’ time to think before
answering is inherent in the venue.
Incorporate others’
Views
Beyond initial reactions, there can be
limited time for advisors to listen and
respond to each other
Plenty of time to reflect on others’
comments even ask follow-up
questions.
Moderator
Effectiveness
Moderators can have little time to
reflect, think, and react - there’s a lot
going on at once.
The measured pace of discussion
helps the moderators even more than
the advisors.
Broad Insights Deep Insights
Real Time Session-based

11. Qualitative Feedback
11
“The ability to dialogue with a group
of this diversity/expertise is
wonderful! Great ideas shared!”
“The system was user-friendly and
easily accessible ... I was able to
participate on my time.”
“In a live meeting, I often get high level
advice from participants. In the online Ad Board, I
can probe further with each advisor as I go to
make sure I’m exhausting what they can
share with me.”
“We used to do 1 live Ad Board meeting per year. We
were making plans based on information that
was up to 12 months old. Now we do virtual Ad
Board sessions every 3 months.”Industry Leaders
Advisors

12. 12
What decision aids are needed
for patients and doctors?
• Medical Affairs team looking to identify and create effective educational resources
• Needed very specific information on how clinicians and patients work together to
determine therapies
• Needed information quickly, and during non-optimal ad board time (December)
Key Opinion Leaders from across the
continental US11
questions spanning clinical decision
making processes and related resources15
the most prominent clinician in the
industry served as co-moderator1
weeks and the session was up and
running.2Advisor
Moderator
* Names and faces altered to protect confidentiality.

13. Session Results by the Numbers
13
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Question
TotalComments
Top Questions
by total advisor comments
Q1 As a clinician, what patient factors lead you to
consider initiation of a therapy?
Q6 What information on therapies do you provide
to your patients?
Q14 Can you think of any additional systematic
approaches or resources that could support
shared decision making on therapies?
304TOTAL ADVISOR
COMMENTS
52PAGES OF WRITTEN
TRANSCRIPT

14. Actionable Business Results
• Identified key patient decision making aid that would help doctors and
patients select best therapy option.
• Gained great clarity into the role patients play in therapy decisions.
• Determined need for - and scheduled - virtual patient advisory board for
later in the year.
14
“If we didn’t have access to the Within3 platform, we’d not have
been able to get this feedback at all. These KOLs aren’t getting
on planes in December to attend an ad board meeting.”
High Business Team Satisfaction
-Medical Affairs Director
“The virtual advisory board allows for a sharp focus on a finite
set of questions, and promotes a flow of thought that can be
most provocative in stimulating a broad-ranging discourse.”
High KOL Satisfaction
- Key Opinion Leader

15. 15
What impact is recent media
coverage having on our brand?
• Commercial team recently launched brand into highly competitive market space
• Needed in-depth information from multiple healthcare specialties on how recent
inaccurate media coverage should be addressed
• Needed the ongoing ability to discuss new important issues with advisors at least
monthly
Key Opinion Leaders from across the
continental US15
questions around the “right now”
perception of the market2
sessions planned for the year – one per
month12
Session was open for 15 days in Q3 201415
* Names and faces altered to protect confidentiality.
Advisor
Moderator

16. Session Results by the Numbers
16
Two Questions were Posed:
Q1 What is your perspective on the recent media
coverage of our brand, including X, Y, Z, etc…
Q2 What do you believe are the critical drivers
behind trust and confidence in our brand
among HCPs?
5UNIQUE SPECILTIES
PARTICIPATED
36PAGES OF WRITTEN
TRANSCRIPT
0
5
10
15
20
25
30
35
40
Total comments for
both questions

17. Actionable Business Results
• Determined the degree and severity to which inaccurate media coverage
was affecting clinicians’ decision making.
• Identified specific data subset already available that could help overcome
the inaccurate reporting.
• Identified 5 additional viable tactics that could be helpful in proliferating
accurate information
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“We would never get this much data from a face-to-face on a
particular topic. And we’re doing this every month!”
High Business Team Satisfaction
-Commercial Lead
“On virtual, it was nice to be able to think and reflect...at times
I was able to look into my own resources.”
High KOL Satisfaction
- Key Opinion Leader

18. Variations on an Advisory Board Theme
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Use Case # of Users # of Weeks
per Session
Additional Package Information
Virtual
Advisory
Board (VAB)
Unlimited Up to 5 weeks • Base package: 2-session bundle; 12-month term (min)
• Sessions can be used across teams, e.g. one team may
only need 1 session/year another team may need 3
sessions/per year, requiring 2 bundles total.
Virtual
Steering
Committee
(VSC)
Up to 30 Up to 2 weeks • Base Package: 15 session minimum; 12-month term
• May only be used with initial on-boarded group
• Can form sub-groups and use sessions for any number
of sub-groups.
Standing
Advisory
Panel
(SAP)
Up to 30 2-3 Days • Base Package: 6 engagements per year; 12 month
term
• May only be used with initial on-boarded group
• Can form sub-groups and use sessions for any number
of sub-groups.

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Consistent medical information exchange with key HCPs
July August
Bi-Monthly Engagement
September October
“Supplemental”: annual live meetings with more frequent touch-points
throughout the year
November December
January February March April May June
Refine,
Tighten,
Relaunch

20. Evolving set of use cases for information exchange
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Primary Focus on:
Organizational Enablement
Building Deeper HCP Relationships
Custom HCP/KOL
Engagement Solutions
Association / 3rd-Party
Sponsorships
Primary Focus on:
Operational Efficiency
Better Market Insight
Steering
Committees
Clinical Trials
Speakers Bureau
Advisory Boards /
Focus Groups

21. A Comprehensive MLR Approach
1. ID high-risk areas of concern
2. Ensure common understanding
among all stakeholders
3. Understand current risk
management processes
4. Discuss risk best practices
5. Craft technology, process, and
people plan for each risk
Creating a Successful Plan
1. Implement risk avoidance
measures
2. Orient and educate users
3. Monitor site for risk exceptions
4. Mitigate risks per plan if they occur.
Report on all exceptions.
5. Assess plan performance and
adapt as needed.
Operating a Safe Environment

22. #Within3
@PeterMGannon
Embrace Technology!

23. The leader in healthcare professional digital collaboration solutions
2015 Q1 Medical Information Conference – Boston, MA
Peter Gannon
pgannon@within3.com
@PeterMGannon
@Within3

24. Thank You!
Peter Gannon
pgannon@within3.com
@PeterMGannon
@Within3
#Within3
@PeterMGannon