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

1. Social Communications and
Healthcare 2011
July, 2011!
Within3 Confidential –!

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. 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
communities
Social media landscape! Within3 Confidential –! 3

4. HCP communities are private, secure venues for engagement.
Within3 Confidential –! 4!

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 Research
Growing adoption by HCPs! Within3 Confidential –! 5

6. The Good Old Days – Ad Boards in Honolulu
Within3 Confidential –! 6

7. Reality in 2011 – Ad Boards at the Comfort Inn.
Within3 Confidential –! 7

8. DISADVANTAGES OF UTILIZING WEBCASTS &
The company had CONFERENCE CALLS
already tried - and rejected - conference
call / video call formats
Challenges Experienced
Scheduling & Coordination
Transcript Generation /
Feedback Quality
Participation Levels
Moderation Challenges
Hello?
Incremental Cost per Meeting
Within3 Confidential –! 8!

9. ADVISORY BOARD CASE STUDY: A global pharmaceutical!
Solution: Virtual Advisory Board!
Within3 Confidential –! 9!

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. 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 Sponsorship
Critical business solutions for pharmaceuticals! Within3 Confidential –! 11!

12. Example: National Association of Public Hospitals
Critical business solutions for pharmaceuticals! Within3 Confidential –! 12!

13. Example – American College of Gastroenterology!
Within3 Confidential –! 13!

14. Healthcare Professionals (HCPs) vs. Consumers
(Will HCPs really use social media?)
?
Within3 Confidential –!

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. Donʼt forget about Mobile!!
Within3 Confidential –! 16!

17. Lessons Learned – Avoiding Building Ghost Towns!
Within3 Confidential –! 17!

18. Trust, Orientation, & Cultivation
Steward Driven
Member Driven
Within3 Confidential –!

19. Medical Legal will NEVER support something like this….
1. General Liability and
Governance
2. Off-Label Promotion
3. Adverse Event
Reporting
4. Content Approval
Context!
Case Study – MSL Community! Within3 Confidential –! 19

20. Questions?
Within3 Confidential –! 20