Healthcare professionals (HCPs) must stay abreast of a wealth of information to provide quality care for their patients. In a recent physician survey, 85% of the respondents reported using social media at least once a week or once a day to scan or explore health information. In addition, 58% considered social media to be beneficial and a good source of current, high-quality information. As physicians increasingly look online to obtain relevant information, life sciences organizations often struggle with how to create branded social media initiatives that drive business impact while also managing FDA, legal and regulatory concerns.

1. 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

2. 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
Paragon Solutions, Inc. Proprietary and Confidential
-2-

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
Paragon Solutions, Inc. Proprietary and Confidential
-3-

4. Social Media Evolution
Paragon Solutions, Inc. Proprietary and Confidential
-4-

5. Social Media Evolution
Paragon Solutions, Inc. Proprietary and Confidential
-5-

6. Social Media Evolution
Image from Fredcavazza.net
Paragon Solutions, Inc. Proprietary and Confidential
-6-

7. Barriers & Drivers
Paragon Solutions, Inc. Proprietary and Confidential
-7-

8. Social Media Evolution
Physician Adoption of Dedicated Social Communities Growing Steadily
24%
16%
12%
7%
2008 2009 2010 2011
& the trend is continuing……………………….
Paragon Solutions, Inc. Proprietary and Confidential
-8-

9. 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/
Paragon Solutions, Inc. Proprietary and Confidential
-9-

10. Barriers & Drivers
Organizational Sales-centric Measurement FDA
• Product centric • Cultural resistance to • Difficult to measure • Lack of….
• Technology focus evolving model SM ROI
• Limited Best • Tagged as “preferred” • Maturity varies
Practices Sharing channel • Inconsistency in
• Suboptimal org • Tactical Isolation measurement
structure • Diminishing
• Conservative MRL Effectiveness
Paragon Solutions, Inc. Proprietary and Confidential
- 10 -

11. Social Media Examples
Paragon Solutions, Inc. Proprietary and Confidential
- 11 -

12. J & J - “Diabetes Institute”
Paragon Solutions, Inc. Proprietary and Confidential
- 12 -

13. Abbott Labs – “Labs are Vital”
Paragon Solutions, Inc. Proprietary and Confidential
- 13 -

14. Pfizer – “Think Science Now”
Paragon Solutions, Inc. Proprietary and Confidential
- 14 -

15. Knowledge Communities
Paragon Solutions, Inc. Proprietary and Confidential
- 15 -

16. 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
Paragon Solutions, Inc. Proprietary and Confidential
- 16 -

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
Paragon Solutions, Inc. Proprietary and Confidential
- 17 -

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.
We need to form a enduring
How do I know this relationship with Physicians
Healthcare policy
documentation is Are other physicians
We need to know what drives
correct? experiencing this
problem? Physicians to make decision
We keep repeating our mistakes
How should I We aren’t repeating our
interpret this successes
clinical Where can I
information? get an answer
quickly? We need to adapt to younger
Physicians
Is this the best Our investments are not
technology for I know I have optimized across the enterprise
my practice? heard about how
to solve my
Physician Drivers problem… Life Science Organizational
Drivers
Paragon Solutions, Inc. Proprietary and Confidential
- 18 -

19. Knowledge Communities Enable “Many to Many”
Knowledge Communities provide a forum for enabling and capturing knowledge
on very complex topics.
Paragon Solutions, Inc. Proprietary and Confidential
- 19 -

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
Paragon Solutions, Inc. Proprietary and Confidential
- 20 -

21. Community as Part of an Integrated Experience
Paragon Solutions, Inc. Proprietary and Confidential
- 21 -

22. 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
Paragon Solutions, Inc. Proprietary and Confidential
- 22 -

23. 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
UNITY advantage, optimizing resources and
messages, channels and receivers
Accelerating uniform
product, franchise & IMPACT Unifying Strategy for PR,
corporate DIALOGUE Direct, Interactive, Sales
Integrated ONE VOICE
enhances brand value Promotion, Advertising,
Marketing (On & Offline)
Innovation
Orchestrated testing
energizes best practices Ongoing productive dialogue
EVOLUTION DIALOGUE
sharing & transformation between company and
customers
Paragon Solutions, Inc. Proprietary and Confidential
- 23 -

24. 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
4
Decision Making
Reinvention
Consideration
Continuum
Advocacy
1 2 3 5
Introduction Growth Maturity Decline
UNBRANDED BOND BRANDED
Marketing Engagement Approach
We drive business results through our domain expertise in predictive analytics, emerging technologies, fiscally-
grounded customer-centric methodologies and technology agnostic enabling solutions
Paragon Solutions, Inc. Proprietary and Confidential
- 24 -

25. Designing an Experience
Paragon Solutions, Inc. Proprietary and Confidential
- 25 -

26. Designing an Experience
Current State Future State
Stakeholder
Audit
h
Paragon Solutions, Inc. Proprietary and Confidential
- 26 -

27. Designing an Experience
Current State Future State
Stakeholder
Audit
Audience
Needs
Assessment
Paragon Solutions, Inc. Proprietary and Confidential
- 27 -

28. Designing an Experience
Current State Future State
Stakeholder
Audit
Audience
Needs
Assessment
Experiential
Effectiveness
Appraisal
Paragon Solutions, Inc. Proprietary and Confidential
- 28 -

29. Designing an Experience
Current State Future State
Stakeholder
Audit
Audience
Needs
Assessment Findings,
Insights &
Gap Analysis
Experiential
Effectiveness
Appraisal
Competitive
Landscape
Review
Paragon Solutions, Inc. Proprietary and Confidential
- 29 -

30. Designing an Experience
Current State Future State
Stakeholder Stakeholder
Audit Requirements
Audience
Needs
Assessment Findings,
Insights &
Gap Analysis
Experiential
Effectiveness
Appraisal
Competitive
Landscape
Review
Paragon Solutions, Inc. Proprietary and Confidential
- 30 -

31. Designing an Experience
Current State Future State
Stakeholder Stakeholder
Audit Requirements
Audience Audience
Needs Needs
Assessment Findings, Definition
Insights &
Gap Analysis
Experiential
Effectiveness
Appraisal
Competitive
Landscape
Review
Paragon Solutions, Inc. Proprietary and Confidential
- 31 -

32. Designing an Experience
Current State Future State
Stakeholder Stakeholder
Audit Requirements
Audience Audience
Needs Needs
Assessment Findings, Definition
Insights &
Gap Analysis
Experiential Experiential
Effectiveness Opportunity
Appraisal Mapping
Competitive
Landscape
Review
Paragon Solutions, Inc. Proprietary and Confidential
- 32 -

33. Designing an Experience
Current State Future State
Stakeholder Stakeholder
Audit Requirements
Audience Audience
Needs Needs
Assessment Findings, Definition
Insights &
Gap Analysis
Experiential Experiential
Effectiveness Opportunity
Appraisal Mapping
Competitive
Competitive
Landscape
Positioning
Review
Paragon Solutions, Inc. Proprietary and Confidential
- 33 -

34. Questions???
Paragon Solutions, Inc. Proprietary and Confidential
- 34 -

35. 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.
Paragon Solutions, Inc. Proprietary and Confidential
- 35 -