Case Study: Successfully Collaborating with Healthcare Professionals through Online Community Programs: A Case Study Approach Presented by: Peter Gannon, Regional Vice President, Within3 Fostering collaboration and engagement is everyone's goal in HCP communications. Enabling technologies that accomplish these goals in a regulated environment can be challenging given perceived constraints from legal, regulatory, medical, and compliance. Peter will introduce some successful cases on how the implementation of private secure HCP networks have enabled greater HCP collaboration, increased the quality of HCP relationships, realized cost savings, and were implemented in accordance with company risk mitigation policies. www.bdionline.com

1. Successful Digital Collaboration Cases –
Online HCP Communities
Peter Gannon
Within3, Inc.
pgannon@within3.com
http://www.linkedin.com/in/petermgannon
Twitter: @within3
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2. Sinus Headaches

3. Integrating digital collaboration into the
HCP relationship
Extending engagement beyond the “traditional”
Face-to-Face
Community
Telephone
Discussion
Email Webcast
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4. What is an Online Community?
• Network of people with a specific
 Background/interest
 Business objective
• Unique platform which
 Engages members through an
array of interactive capabilities
 Enables health professionals to efficiently
connect, collaborate, and share information
on a 24/7 basis
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5. Digital Collaboration Ecosystems
Maturity
Building of HCP ecosystem
over time via online
community channels.
Launch
Clinical Broad HCP Communities
Association Partnerships
Advisory Boards
MSL Communities Label Expansion
Speaker Communities
Advisory Boards
Multi-Site Trials
Steering Committees
Publication Planning
Core Digital Collaboration Capabilities
Technology & Expertise

6. The MLR Pendulum
Uber - Slightly less than
Conservative Uber - Conservative

7. Med/Legal/Compliance – Common Issues
Most Common MLR Concerns Additional MLR Concerns
Off label / Claim Expansion
International Concerns
Discussion
Content/Response Approval Process Promotional Content Distribution
Adverse Event Information & User Security
Discoverability Fair Market Value
Data Retention Anti-kickback
Member Contracting Sunshine Act
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8. Best Practice: Three-stage Approach to Risk
Management
Education & Avoidance Risk Monitoring Risk Mitigation
› User education plan › Specified community roles › Content and post insertion
and authorizations and inline deletion
› Moderator training
› Real-time monitoring › Adverse event link visibility
› Terms of use
› Off-label mitigation
› Custom community › Subscriptions per scenario implementation
guidelines discussion area
› User removal
› “Plain English” user › Subscriptions per
agreements moderator › Private user responses
› Moderated post queuing
› Community guideline
reminders
› Identity verification
› Credential verification
Risk Mitigation

9. Case Study:
Advisory Board Community Programs
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10. Challenges Common to Many Advisory
Board Programs:
1. Quality of feedback is not sufficient for
Advisory Board optimal planning
2. Broader set of advisors needed to gain
Clinical Trial required insight
3. Cannot access advisor input “as
Speakers Bureau needed” throughout the year
4. Sunshine Act / HCP time pressures
making recruitment difficult
Medical Science Liaison
5. Advisory programs are too costly
Medical Association Sponsorship
Custom Engagement Communities
Example: Advisory Board Programs 10

11. Better Outcomes Can Be Achieved by Properly Integrating
Digital Collaboration Solutions Into Advisory Board Programs.
Traditional Live Meeting Venues Digital Advisory Venues
Online Community Discussion
Compliant, multi- Real-time Web
device access Conferencing
Traditional Live Meeting Digital Advisory Venues
Processes & Best Practices Processes & Best Practices
Advisory Board Programs 11

12. Case Study #1, US Global Pharmaceutical
Client Situation:
Preparing to launch diabetes drug with a high revenue expectation in a market with
near-term competitive threats
Key Objectives:
1. Competitive advantage– broaden insight by including more MD specialties and
allied health professionals in program
2. Better market reaction– Allow the ability to quickly and compliantly reach back
out to the advisory group as needed based on changing market developments
3. Keep costs controlled– keep costs the same as previous year’s budget
Case Study: Advisory Board 12

13. Case Study #1, US Global Pharmaceutical
Results:
Increased advisory board faculty from 10 to 40 contracted participants, adding
three additional MDs specialties and nurse practitioners to program
Enabled regulatory approved process for ad-hoc advisor feedback throughout
the year
Kept costs flat vs. previous year’s 10-person, 1-time advisory board
Case Study: Advisory Board 13

14. Case Study #2: US Global Pharmaceutical
Client Situation:
Compliance restrictions have caused the budgets being allocated to advisory board
programs to decrease
Key Objectives:
1. Lower costs– aggregate savings across a portfolio of commercial advisory board
programs
2. Ensure quality– Maintain existing quality of feedback available to brand teams
from advisory board programs
3. Conduct a broad pilot– implement 5 advisory boards crossing commercial and
clinical functions to prove go-forward viability for the enterprise
Case Study: Advisory Board 14

15. Case Study #2: US Global Pharmaceutical
Results:
Five advisory board pilot effort provided $250,000 in savings vs. previous year’s
advisory board spend
Participating brands reported high satisfaction with quality, quantity, and
timeliness of advisory board feedback
Post program survey showed that 83% of participating advisors preferred the
experience of using digital solutions vs. live-only advisory meetings
Case Study: Advisory Board 15

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17. Case Study: Medical Association Sponsorship
Case Study: Medical Association Sponsorship 17

18. Common Challenges Engaging
Medical Associations
Advisory Board
1. Diminished booth traffic lowering ROI
Clinical Trial of annual meeting support
2. Few options for safely engaging
association members
Speakers Bureau 3. Heavy competition dilutes visibility
within association programs
4. Looking for ways to increase
Medical Science Liaison collaboration and sharing within
association ranks
5. Looking to improve relationships with
Medical Association Sponsorship key KOLs who are also within the
association’s leadership
Custom Engagement Communities
Case Study: Medical Association Sponsorship 18

19. A Major Pharmaceutical Company
Wanted To:
› Enhance brand awareness with key HCPs
› Improve engagement with KOLs
› Gain a foothold in an important new channel
› Explore alternatives to traditional association support
› Provide valuable venue for peer interaction
Case Study: Medical Association Sponsorship 19

20. Key Visibility “On” and “Off” line
Online Visibility Offline Visibility
Activity Measures
Growth Rate – › Referenced in
Year 1 multiple conference
Registered Users - 1800
72% sessions
Logins per Week - 300
20% › Intra-conference
signage
Abstracts Claimed - 515
22% › Handouts in attendee
New Discussions
per Week - 10
25% bags
Private Messages
9% › Abstract “now
per Month - 600 available” stickers
Online Searches - 3109
60% › Joint Press Release
P2P Networking Connections -
444
19% › Specialized Signup
Booths
P2P Invitation
Acceptance Rate – 50%
13%
› Remember Log-In ID
Cards
Case Study: Medical Association Sponsorship 20

21. Our Proven Approach is Designed to
Deliver Key Results:
Advisory Board
Clinical Trial Proper Partner Selection
Sponsorship Package Definition
Speakers Bureau
Proper Compliance Safeguards
Proper Community Design
Medical Science Liaison
User Adoption
Medical Association Sponsorship Ongoing Participation
Custom Engagement Communities
Case Study: Medical Association Sponsorship 21

22. Blueprints for Success
Strategy & Solution Rollout & Analyze &
Setup Design Execution Refine
Goals Review & Association
User Experience &
Association Integration &
Site Design
Selection Launch
Monitor, Assess,
and Improve
Project Setup, Content,
Compliance Review
Alignment & Orientation, &
& Design
Kickoff Execution
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23. Finding the Path to Success
• Find a champion
• Define the business use case
• Align internal stakeholders to the objective
• Eliminate/manage perceptions of “social media”
• Plan for avoidance and mitigation of risks
• Use industry precedents
• Include cognizance of FDA recommendations on social media
• Ensure the technological and “human element” to moderation and monitoring
• Ensure accessibility via web/mobile devices
• Utilize tested onboarding and cultivation plan for community members
• Align with integrated communications plan
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24. Discussion/Questions
Peter Gannon
Within3, Inc.
pgannon@within3.com
http://www.linkedin.com/in/petermgannon
Twitter: @within3

25. GO GIANTS!!!!!
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