The leader in healthcare professional digital collaboration solutions

2015 Q1 Medical Information Conference – Boston, MA

Digital Collaboration & Medical Information Exchange

2

#Within3 @PeterMGannon

4

Sources of information for HCPs

5

Current Environment

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…

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 …

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

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 beforeSpeech

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 belimited 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

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

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.

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

To

tal C

om

me

nts

Top Questionsby 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

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

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

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 forboth questions

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

17

“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

Variations on an Advisory Board Theme

18

Use Case # of Users # of Weeksper 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.

StandingAdvisory 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.

19

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

Evolving set of use cases for information exchange

20

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

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

#Within3 @PeterMGannon

Embrace Technology!

The leader in healthcare professional digital collaboration solutions

2015 Q1 Medical Information Conference – Boston, MA

Peter Gannonpgannon@within3.com@PeterMGannon@Within3

Thank You!

Peter Gannon

pgannon@within3.com

@PeterMGannon

@Within3

#Within3 @PeterMGannon