Within3 Confidential –

Healthcare Professionals and

Social Media

Within3 Confidential

June 2010

Within3 Confidential –

What can I really DO with social media??

What’s the impact to my brand? (ROI?)

Even if I wanted to participate, can I

get Med-Legal to agree?

Some Questions for Consideration…

Within3 Confidential – 3

Within3 Confidential –

Are Healthcare Professionals really different than Consumers?

?

Within3 Confidential –

Real HCP networking - A medical conference poster session.

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Consumer-based sites

3rd-party, anonymous

crowd-sourced sites Organization-led,

Focused on Concrete Business Outcomes

Social media landscape

Map of the HCP social media landscape

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Improve Knowledge Exchange

Advisory Board

Speakers Bureau

Research Team

Clinical Trial

Pharmaceutical companies are using HCP social media to:

Critical business solutions for pharmaceuticals

Increase Awareness

Association

Medical Journal

Speakers Bureau

Strengthen HCP Relationships

Key Opinion Leader

Medical Science Liaison

Speakers Bureau

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Solution: Virtual Advisory Board

The Good Old Days! Advisory Boards in Honolulu!

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Solution: Virtual Advisory Board

The reality of 2010 – Advisory Boards at the Comfort Inn.

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Solution: Virtual Advisory Board

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Results:

In-depth, written responses

Full advisor participation

Out-of-pocket savings: $250k*

ADVISORY BOARD CASE STUDY: A global pharmaceutical

Case Study – Advisory Board

More timely market information

*Estimated across five advisory boards

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Improve Knowledge Exchange

Advisory Board

Speakers Bureau

Research Team

Clinical Trial

Our Solutions for Building Greater Awareness among HCPs

Increase Awareness

Association

Medical Journal

Speakers Bureau

Strengthen HCP Relationships

Key Opinion Leader

Medical Science Liaison

Speakers Bureau

Pharmaceutical companies are using HCP social media to:

Within3 Confidential – 13Case Study – Association Sponsorship

American College of Gastroenterology launched GI Circle in October, 2009.

Within3 Confidential – 14Case Study – Association Sponsorship

Online Visibility Offline Visibility

KOL Relationships Competitive Advantage

What is the value of an association sponsorship?

Within3 Confidential – 15Case Study – Association Sponsorship

ASSOCIATION CASE STUDY: American College of Gastroenterology

Key Visibility “On” and “Off” line

ActivityMeasures

Growth Rate

Registered Users - 1800 72%Logins per Week - 300 20%Abstracts Claimed - 515 22%New Discussions per Week - 10 25%Private Messages per Month - 600 9%Online Searches - 3109 60%P2P Networking Connections - 444 19%P2P InvitationAcceptance Rate – 50% 13%

Online Visibility

(SinceLaunch)

Offline Visibility

• Working Sessions with Society Leadership

• Event “Bag” Handouts

• Multiple Kiosks with Branding

• Per-poster stickers

• Press Conference and Press Release

• Announcements during Symposia

(SinceLaunch)

(Monthly Growth)

(Monthly Growth)

(Monthly Growth)

(SinceLaunch)

(SinceLaunch)

(SinceLaunch)

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Improve Knowledge Exchange

Advisory Board

Speakers Bureau

Research Team

Clinical Trial

Our Solutions for Building Stronger HCP Relationships

Increase Awareness

Association

Medical Journal

Speakers Bureau

Strengthen HCP

Relationships

Key Opinion Leader

Medical Science Liaison

Speakers Bureau

Pharmaceutical companies are using HCP social media to:

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Solution: Key Opinion Leader Community

MSL CASE STUDY: A global pharmaceutical

Case Study – MSL Community

Within3 Confidential – 18Case Study – MSL Community

Results: Consistent growth of online network November 2009– KOL Online Network Map

Within3 Confidential – 19Case Study – MSL Community

Results: Consistent growth of online network February 2010– KOL Online Network Map

Within3 Confidential – 20Case Study – MSL Community

Results: Consistent growth of online network April 2010– KOL Online Network Map

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210% increase in MSL-to-KOL “high-value” interactionsStrong growth within “low-relationship” KOL segment20% increase in relationships-per-MSL

Emergence of 6 new high value KOLs through network analysis

MSL CASE STUDY: A global pharmaceutical

MSL Community

Case Study – MSL Community

Within3 Confidential –

We provide professional services and ongoing expertise with each of our solutions.

Accessibility is Crucial for HCP Communities

How we deliver HCP Communities 22

Accessible via Mobile

Accessible via Kiosk

Accessible via the Web

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With about 60% 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

Thank you! Questions?