Presentation by: George Tunstall, SVP, Sales & Business Development, Within3 www.bdionline.com

1. Social Media for
Healthcare Professionals
Presented by
George Tunstall
SVP of Within3
March, 2011
Within3 Confidential – 1

2. A bit about Within3
Who we work with:
• 5 of the top 10 Global Pharmaceuticals
– such as AstraZeneca
• Medical Associations – such as The
American College of Surgeons
• Commercial and Med Com Agencies –
such as Torre Lazur and Discovery
• Hospitals – such as Children’s Hospital
Within3 is the world leader in of Boston
online HCP communities.
• Medical Publishers – such as Elsevier
Introduction to Within3 Within3 Confidential – 2

3. Quick look at different HCP Engagement platforms
A Quick History of HCP Social Media
“FaceBlogTwitterBook”
Consumer-based sites
3rd-party,
anonymous crowd-
sourced sites
Institution-led, Identity-
focused professional
communities
Social media landscape Within3 Confidential – 3

4. So what’s a 3rd generation online community for HCP’s?
Within3 Confidential – 4

5. Novo Nordisk and Torre Lazur
Growth Hormone Nurse Community
• Online Community was
identified as Ideal
Community (based on in
depth consulting project)
• Specific to pediatric
endocrinology growth
hormone specialty
• Focused on office/patient
support
Within3 Confidential – 5

6. Within3 communities provide supportBureau Community
Manufacturer and RCW Speakers for the four
key areas of legal/compliance risk.
• Increased Industry-to-
HCP quality interactions
• Enhanced Speaker
efficacy
• Actionable Speaker
feedback to brand
• Increased Speaker-to-
speaker quality
interactions
• Improved entry into
market
Within3 Confidential – 6

7. Within3 communities provide support for Community
Manufacturer and Stream57 KOL the four
key areas of legal/compliance risk.
•Focus on Medical
Groups and Health
Systems
•Accessing unmet HCP’s
on a regional level
•Leverage KOL’s to
educate these targets
•While educating,
allowing Peer to Peer
collaboration is a MUST!
Within3 Confidential – 7

8. Manufacturer and Phase V Advisory Board Community
• How can we interact
with our Advisors
throughout the year
• Our Advisors don’t
want to travel but want
the PEER to PEER
interaction
• Want to include more
HCPs, and include
additional specialties
Within3 Confidential – 8

9. Manufacturer and Edelman
Global Key Opinion Leader Community
• 43 countries around
the world
• Top KOL’s across the
world in
Cardiovascular Care
• Save Lives!
Within3 Confidential – 9

10. MSL CASE STUDY: A global pharmaceutical
Manufacturer MSL Community
Total Estimated Business Value: 3-7 million dollars annually
300% increase in
MSL-to-KOL “high-
value” interactions
Strong growth within
“low-relationship”
KOL segment
20% increase in
relationships-per-MSL
Emergence new high
value KOLs through
network analysis
Case Study – MSL Community Within3 Confidential – 10

11. A 2011 Great First-Mover Opportunity:
Elsevier OncologySTAT.com Community

12. Market & Demographic Information
Discussion Reports Usage per Demographic
Key Topics and Ratings Key Members

13. Some take-aways.
1. Don’t equate consumer social media with HCP social media. In many
ways, HCP social media is more advanced, has more safeguards, and focuses on professional
outcomes.
2. Pick a use case that aligns with your strategy: Rather than a broad stroke,
HCP social media typically focuses on specific, measurable use cases.
3. Don’t do “Portals with Comment Boxes”: Successful HCP Communities require
are a lot more than “social widgets” added to portal designs. Communities aren’t simply
“launched”, they are “cultivated”.
4. Social Media is not only a “Web” channel: Don’t forget to integrate Mobile,
Live, and other channels for your social media efforts.
5. Key regulatory and compliance issues can be addressed: HIPAA and Stark
for Hospitals, Off-Label/AE for Pharma, Discoverability, Privacy and Confidentiality for
everyone.
6. Communities aren’t simply “launched”, they are “cultivated”: Social
principles apply – especially in the early days of a community.
Within3 Confidential – 13

14. Questions?
Within3 Confidential – 14