how to leverage social media to drive hcp engagement

Paragon Solutions, Inc. Proprietary and Confidential

Using Social Media to Drive HCP Engagement

February 26, 2013

John Green Integrated Marketing Innovation, Practice Lead

Jim Kane

Director, Collaboration and Knowledge Management


- 2 -

About Paragon Solutions

Corporate Facts

• Privately owned,

30-year history

• Professional Services

and Solutions Divisions

• US-Based, NJ Headquarters

- 8 domestic and

international offices

- Overseas development

center

• Dual-shore Delivery

Paragon is an enterprise information management solutions company that

helps firms leverage information assets to achieve better business results.


- 3 -

Webinar Agenda

• Social Media Evolution

• Barriers and Drivers

• Social Media Examples

• Knowledge Communities

• Social as Part of an Integrated Experience

• Designing an Experience

• Q & A


- 4 -

Social Media Evolution


- 5 -



- 6 -


Image from Fredcavazza.net


- 7 -

Barriers & Drivers


- 8 -


7%

12%

16%

24%

2008 2009 2010 2011

Physician Adoption of Dedicated Social Communities Growing Steadily

& the trend is continuing……………………….


- 9 -

Barriers & Drivers

Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. Brian S McGowan, http://www.jmir.org/2012/5/e117/

24.1% of physicians use social media daily to

scan or explore medical info……..

………..of those 14.2% contributed new info

57.5% perceived social media to be beneficial, engaging,

and a good way to get current, high-quality info

Those indicating that social media enabled them to care for patients more

effectively, and improved the quality of patient care they delivered ~60%

http://www.jmir.org/2012/5/e117/

http://www.jmir.org/2012/5/e117/


- 10 -

Barriers & Drivers

Organizational

• Product centric

• Technology focus

• Limited Best Practices Sharing

• Suboptimal org structure

• Conservative MRL

Sales-centric

• Cultural resistance to evolving model

• Tagged as “preferred” channel

• Tactical Isolation

• Diminishing Effectiveness

Measurement

• Difficult to measure SM ROI

• Maturity varies

• Inconsistency in measurement

FDA

• Lack of….


- 11 -

Social Media Examples


- 12 -

J & J - “Diabetes Institute”


- 13 -

Abbott Labs – “Labs are Vital”


- 14 -

Pfizer – “Think Science Now”


- 15 -

Knowledge Communities


- 16 -

Knowledge Capture – A Key Goal of Knowledge

Communities

"Knowledge written and stored in computers is effectively only about 20% of

what we know”

Tacit Knowledge is knowledge

that is difficult to transfer to

another person by means of

writing it down or verbalizing it

Explicit Knowledge is

searchable, repeatable

knowledge that managed by

domain experts and user can

collaborate on the value and use

of the knowledge


- 17 -

What are Knowledge Communities?

Knowledge Communities are environments in which members share common objectives and goals.

Communities are successful when members adopt behaviors that foster collaboration as well as

creation and management of information (knowledge). Communities support making tacit knowledge

explicit.

In this case – we are speaking about Relationship Communities between Life Sciences

Organizations and Physicians


- 18 -

Why Knowledge Communities in Life Sciences?

Relationship Building, communication, information gathering and feedback are critical

capabilities as the Life Sciences industry is experiencing unprecedented challenges.

Are other physicians

experiencing this

problem?

How do I know this

Healthcare policy

documentation is

correct?

Where can I

get an answer

quickly?

How should I

interpret this

clinical

information?

I know I have

heard about how

to solve my

problem…

Is this the best

technology for

my practice?

Physician Drivers Life Science Organizational Drivers

We keep repeating our mistakes

We aren’t repeating our

successes

Our investments are not

optimized across the enterprise

We need to adapt to younger

Physicians

We need to form a enduring

relationship with Physicians

We need to know what drives

Physicians to make decision


- 19 -

Knowledge Communities Enable “Many to Many”

Knowledge Communities provide a forum for enabling and capturing knowledge

on very complex topics.


- 20 -

Knowledge Communities – Benefits

Business Benefits of A Community Approach

Knowledge Communities are focused upon outcomes and can help mitigate the unprecedented challenges

faced with building physician relationships and communicating to physicians while mitigating external risk

Knowledge Communities can help:

• Identify wants, needs and desires from physicians

• Guide engagement approach (preference)

• Foster idea generation and provide a forum for collaboration & problem solving

• Capture information in context and make implicit knowledge more explicit

• Enable knowledge to be more easily shared, more readily accessible with reduced re-invention


- 21 -

Community as Part of an Integrated Experience


- 22 -

The journey culminates in an ability to predict audience engagement, optimized messaging, dynamic real-time reporting and enterprise business impact across all touch points

Multichannel

Shared Value

Company

Customer Relationship

Product

Integrated

Social as Part of an Integrated Experience


- 23 -

Unifying Strategy for PR, Direct, Interactive, Sales Promotion, Advertising, (On & Offline)

Accelerating uniform product, franchise & corporate DIALOGUE enhances brand value

Cross-matrix integration is a competitive advantage, optimizing resources and messages, channels and receivers

Integrated Marketing Innovation

DIALOGUE EVOLUTION

IMPACT

ONE VOICE

UNITY

Orchestrated testing energizes best practices sharing & transformation

Ongoing productive dialogue between company and customers

We believe that IMI is the systemic process of cross-functional planning and optimization of messages to stakeholders with the aim of communicating with coherence and transparency to achieve synergies and encourage profitable relationships in the short, medium & long-term



- 24 -

UNBRANDED BRANDED

Marketing Engagement Approach

2

Introduction Growth Maturity Decline

Reinvention

3 5

4

1

Customer Behavioral Brand Lifecycle Experiential Model

Pro

du

ct Lifecycle

Advocacy

BOND

Trial

Consideration

Evaluation

We drive business results through our domain expertise in predictive analytics, emerging technologies, fiscally-grounded customer-centric methodologies and technology agnostic enabling solutions

Our approach accelerates the customer experience across the life cycle of a portfolio, channel engagement and within the context of constantly shifting attitudinal and behavioral dispositions

Dec

isio

n M

akin

g C

on

tin

uu

m



- 25 -

Designing an Experience


- 26 -

h

Stakeholder Audit

Current State Future State



- 27 -

Stakeholder Audit

Audience Needs

Assessment




- 28 -

Stakeholder Audit

Audience Needs

Assessment

Experiential Effectiveness

Appraisal




- 29 -

Stakeholder Audit

Audience Needs

Assessment

Competitive Landscape

Review


Findings, Insights &

Gap Analysis



Appraisal


- 30 -

Stakeholder Audit

Audience Needs

Assessment


Review

Stakeholder Requirements



Gap Analysis



Appraisal


- 31 -

Stakeholder Audit

Audience Needs

Assessment


Review




Gap Analysis

Audience Needs

Definition



Appraisal


- 32 -

Stakeholder Audit

Audience Needs

Assessment


Review


Experiential Opportunity

Mapping



Gap Analysis

Audience Needs

Definition



Appraisal


- 33 -

Stakeholder Audit

Audience Needs

Assessment


Review


Experiential Opportunity

Mapping

Competitive Positioning



Gap Analysis

Audience Needs

Definition



Appraisal


- 34 -

Questions???


- 35 -

John Wes Green

Integrated Marketing Innovation

[email protected]

mobile: 610.608.4859

Jim Kane

Collaboration & Knowledge Mgmt.

[email protected]

mobile: 610.564.9353

© 2013 Paragon Solutions, Inc. All rights reserved. This content is for general information purposes only, and should not be used as a substitute for

consultation with professional advisors. While efforts have been taken to verify the accuracy of this information, neither Paragon nor its affiliates can accept

responsibility or liability for reliance by any person on this information.

Thank You!

mailto:[email protected]

mailto:[email protected]

how to leverage social media to drive hcp engagement

Documents

physicians paragon solutions

netparagon solutions

vitalparagon solutions

perceived social media

science nowparagon solutions

experience qaparagon

solutions divisions

social media evolution