Using Social Media to Drive HCP Engagement

February 26, 2013

John Green Integrated Marketing Innovation, Practice Lead Jim Kane Director, Collaboration and Knowledge Management
Paragon Solutions, Inc. Proprietary and Confidential

About Paragon Solutions

Paragon is an enterprise information management solutions company that helps firms leverage information assets to achieve better business results.

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

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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

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Social Media Evolution

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Social Media Evolution

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Social Media Evolution

Image from Fredcavazza.net

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Barriers & Drivers

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Social Media Evolution

Physician Adoption of Dedicated Social Communities Growing Steadily

24%

16% 12%

7%

2008

2009

2010

2011

& the trend is continuing.

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Barriers & Drivers

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%

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/
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Barriers & Drivers

Organizational
Product centric Technology focus Limited Best Practices Sharing

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.

Suboptimal org structure

Conservative MRL

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Social Media Examples

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J & J - Diabetes Institute

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Abbott Labs Labs are Vital

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Pfizer Think Science Now

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Knowledge Communities

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Knowledge Capture A Key Goal of Knowledge Communities

"Knowledge written and stored in computers is effectively only about 20% of what we know
Explicit Knowledge is searchable, repeatable knowledge that managed by domain experts and user can collaborate on the value and use of the knowledge

Tacit Knowledge is knowledge that is difficult to transfer to another person by means of writing it down or verbalizing it

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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

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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.
We need to form a enduring relationship with Physicians
Are other physicians experiencing this problem?

How do I know this Healthcare policy documentation is correct?

We need to know what drives Physicians to make decision We keep repeating our mistakes

How should I interpret this clinical information?

Where can I get an answer quickly?

We arent repeating our successes We need to adapt to younger Physicians Our investments are not optimized across the enterprise

Is this the best technology for my practice?

Physician Drivers

I know I have heard about how to solve my problem

Life Science Organizational Drivers

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Knowledge Communities Enable Many to Many

Knowledge Communities provide a forum for enabling and capturing knowledge on very complex topics.

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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

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Community as Part of an Integrated Experience

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Social as Part of an Integrated Experience

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

Shared Value

Integrated

Customer

Relationship
Multichannel

Company

Product

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Social as Part of an Integrated Experience

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

UNITY

Accelerating uniform product, franchise & corporate DIALOGUE enhances brand value

IMPACT

Integrated Marketing Innovation

ONE VOICE

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

Orchestrated testing energizes best practices sharing & transformation

EVOLUTION

DIALOGUE

Ongoing productive dialogue between company and customers

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Social as Part of an Integrated Experience

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
Customer Behavioral Brand Lifecycle Experiential Model

Evaluation

Trial Product Lifecycle

Decision Making Continuum

4 Reinvention
Consideration Advocacy 1 Introduction 2 Growth 3 Maturity 5 Decline

UNBRANDED

BOND

BRANDED

Marketing Engagement Approach

We drive business results through our domain expertise in predictive analytics, emerging technologies, fiscallygrounded customer-centric methodologies and technology agnostic enabling solutions
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Designing an Experience

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Designing an Experience

Current State
Stakeholder Audit

Future State

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Designing an Experience

Current State
Stakeholder Audit

Future State

Audience Needs Assessment

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Designing an Experience

Current State
Stakeholder Audit

Future State

Audience Needs Assessment

Experiential Effectiveness Appraisal

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Designing an Experience

Current State
Stakeholder Audit

Future State

Audience Needs Assessment

Findings, Insights & Gap Analysis

Experiential Effectiveness Appraisal Competitive Landscape Review

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Designing an Experience

Current State
Stakeholder Audit Stakeholder Requirements

Future State

Audience Needs Assessment

Findings, Insights & Gap Analysis

Experiential Effectiveness Appraisal Competitive Landscape Review

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Designing an Experience

Current State
Stakeholder Audit Stakeholder Requirements

Future State

Audience Needs Assessment

Findings, Insights & Gap Analysis

Audience Needs Definition

Experiential Effectiveness Appraisal Competitive Landscape Review

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Designing an Experience

Current State
Stakeholder Audit Stakeholder Requirements

Future State

Audience Needs Assessment

Findings, Insights & Gap Analysis

Audience Needs Definition

Experiential Effectiveness Appraisal Competitive Landscape Review

Experiential Opportunity Mapping

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Designing an Experience

Current State
Stakeholder Audit Stakeholder Requirements

Future State

Audience Needs Assessment

Findings, Insights & Gap Analysis

Audience Needs Definition

Experiential Effectiveness Appraisal Competitive Landscape Review

Experiential Opportunity Mapping

Competitive Positioning

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Questions???

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Thank You!

John Wes Green Integrated Marketing Innovation jgreen@consultparagon.com mobile: 610.608.4859

Jim Kane Collaboration & Knowledge Mgmt. jkane@consultparagon.com 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.
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