The leader in healthcare professional digital collaboration solutions
Case Study Reviews: Experience and Outcomes
Private, Secure, Regulatory-Compliant Online Engagement
Digital Pharma Advances : London 2016
Primer # 1
If we as a society are accelerating adoption and consumption of
information through an exponentially growing number of devices for
a variety of different reasons in our personal lives, wouldn’t it stand
to reason that expectations on how we process, transfer, distribute
and exchange information in our professional lives, even in a highly
regulated industry, accelerates with technology and behavior as well
?
2
Primer # 2 – Industry is Acclimating!
“Over”
Time
Venues
Surveys
Email
Online Discussion
Live Meeting
Web Conference
Video Meeting
“Real”
Time
Venues
3
Steady growth in adoption of corporate owned, private secure,
regulatory-compliant digital collaboration solutions
Quick Facts:
# of Top 20 Pharmaceutical Clients
• Life sciences software company
• 18 of the Top 20 pharmaceuticals
• Over 200 implementations
• Users in 140 countries
• Commercial, R&D, Medical Affairs
18
16
14
12
10
8
6
4
2
0
15
8
2011
17
10
2012
2013
2014
* 4 Top 20 client teams have won internal corporate innovation
awards for Within3 projects
4
A robust channel for online engagement
•
Tailored solutions use compliant social technology to
facilitate interactive dialogue
•
A new venue for deep discussion to streamline
workflow
•
An answer to the barriers of geography and time
5
Most Common Uses of HCP Digital Collaboration
Clinical
Pre-Launch /
Market Shaping
Launch / Commercial
End of Patent
Advisory Board / Steering Committee / Focus Group
Clinical Trial
Speakers Bureau
Third Party Sponsorship
Custom HCP/KOL Engagement Solutions
6
“Over time” venues have discussion different characteristics
than “same-time” venues
Same
Time:
Over
Time:
Time Constraints
You only can spend as much time
on topics as the schedule allows.
There is no “we must move on
now” time constraint.
Full Participation
Only 1 person can be talking at a
time. Everyone else is just
listening.
All participants contribute without
taking “air time” from each other.
Participant
Focus/Readiness
You must participate during pre-set
times, ready or not.
Participants engage in “bite sized”
chunks when their schedules allow.
Thought before Speech
You can’t stop a real-time meeting
so people can document or
construct their thoughts carefully.
Participants get time to think
before answering is inherent in the
venue.
Incorporate others’
Views
Beyond initial reactions, there can
be limited time for participants to
listen and respond to each other
Plenty of time to reflect on others’
comments even ask follow-up
questions.
Moderator Effectiveness
Moderators can have little time to
reflect, think, and react - there’s a
lot going on at once.
The measured pace of discussion
helps the moderators even more
than the advisors.
Broad Engagement
Deep Engagement
Case Study #1 – New Data from Phase III Clinical Trial
The Situation:
Important new data from a key
clinical trial released, expected to
have broad implications for
healthcare professionals across the
US
The Challenge:
How can we quickly understand
opinions, impact, and needed next
steps around this critical
information?
The Strategy:
Engage physicians, nurses, and DOs from around the country on the data results via an
online discussion platform
8
US Regional Engagement Structure
7
41
Regions
Advisors
Midwest Region
6 Advisors
Northwest Region
8 Advisors
2
Moderators
per Region
Northeast Region
6 Advisors
Atlantic Region
5 Advisors
Southwest Region
8 Advisors
South Region
5 Advisors
Southeast Region
5 Advisors
9
Quantitative Results - Cumulative Data
350
Total Comments
300
250
200
150
100
50
0
Midwest
Southeast
Atlantic
Northeast
Southern
Southwest
Northwest
6 advisors
5 advisors
5 advisors
6 advisors
5 advisors
6 advisors
8 advisors
Region
1715
total advisor
comments
85
Pages of
written
feedback
42
1073
average comments
per advisor
average words
per advisor
1
6
10
The Business Results
Business Team Value:
• Both quality and quantity of
information vastly exceeded
expectations for the project
• Total program cost was 50% less
than equivalent live meeting
programs
• Created an important and timely
touch-points with key healthcare
professionals around the country
Advisor Value:
• 40 of 41 advisors completed all portions of the program
• 40 of 41 advisors wish to participate in future online discussion programs
11
How will the arrival of new small
molecules change the way patients
are treated?
•
Commercial team looking to understand potential market impact of new
therapies
•
Commercial team looking to understand value of potential combination
therapies
•
Hunter Pence
Canada
Ronald Williams
Canada
Needed cost effective feedback from around the world
Pierre Gasol
Portugal
Melvin Huntly
United Kingdom
Anita Rainville
France
Ahmad Bora
United Kingdom
Francios LeMan
France
Rafael Luis
Mexico
8
physicians participated in the session
7
counties represented
8
questions focused on the future of care
1
week and the session was up and
running
Michael Mills
Australia
Maria Renaldi
Italy
Maria Lopez
Spain
Giovanni Zappa
Italy
* Names and faces altered to protect confidentiality.
James Berman
Australia
Advisor
Moderator
12
Session Results by the Numbers
42
190
TOTAL ADVISOR
COMMENTS
PAGES OF WRITTEN
TRANSCRIPT
Top Questions
by total advisor comments
Q3
Where might there exist an interest in
combining … with small molecule? What
efficacy benefit do you expect from such a
combination?
Where would you use … in typical patients, and
why? What do you consider to be its strongest
challengers?
25
Total Comments
Q1
20
15
10
5
0
1
2
3
4
5
6
7
8
Questions
13
Actionable Business Results
•
Determined key data points needed to enable better treatment decisions
•
Learned how costs are affecting treatment decisions in different regions
•
Gained insight into ultimate decision as to whether to pursue combining existing
therapy with new small molecule
High Business Team Satisfaction
“Never before have we been able to get so much feedback from
healthcare professionals around the world so quickly. Thanks
Within3!”
-Medical Affairs Director
High KOL Satisfaction
“It is entertaining to read other people's responses and to
answer at your leisure. It is also nice to voice an opinion without
having to be swayed by a crowd or a more vocal person. In
other words, you get to read what other people really think.”
- Key Opinion Leader
14
Creating effective educational materials
The Situation:
Company had long delays in
understanding educational needs
and producing materials with HCP
input
The Challenge:
How can we cost effectively engage
HCPs more routinely throughout
the process?
The Strategy:
Engage a small, monthly steering committee regarding content needs, current drafts,
and changes in the market
15
Three 1-week sessions held over first 90 days
DURATION (IN
DAYS):
7
SESSION METRICS
Session Name
Duration
(in days)
# of
Advisors
# of
Questions
Total
Comments
# Pages of
Transcript
Patient Cases
7
4
26
105
25
25
Screening and
Treatment
7
4
25
114
27
27
Disease
Progression
7
4
19
84
20
20
AVG. NUMBER
OF ADVISORS
4
AVG. NUMBER
OF QUESTIONS
23
SESSION AVERAGES
Avg
Comments
per Advisor
AVG. PAGES OF
TRANSCRIPT
Totals:
70
303
72
24
24
16
Deploy regionally and globally
17
A DATA SAMPLING: 50 Insights Suite sessions - 2015
34
COUNTRIES
50
SESSIONS
432
KEY OPINION
LEADERS
20
THERAPEUTI
C AREAS
18
INDUSTRY STATS: Sessions by the Numbers - A wide range of
session types
# OF ADVISORS
DURATION (IN
DAYS):
4-20
AVERAGE #
ADVISORS:
5-37
9
Length of Session (in days)
22%
49%
< 10
10 - 15
29%
15 +
19
INDUSTRY STATS: Sessions by the Numbers - Discussions both
‘wide’ and ‘deep’
PAGES OF
TRANSCRIPT:
# OF QUESTIONS:
2-40
6-121
AVERAGE PAGES
OF TRANSCRIPT:
37
# Questions per Session
1-5
16%
39%
12%
6-10
11-15
16-20
24%
>21
10%
20
INDUSTRY STATS: Sessions by the Numbers Session Results by
Therapeutic Area
Average Pages of Transcript per Advisor per Session
8
7
6
5
4
3
2
1
0
21
TAKEAWAYS: Some Conclusions from the Data
1. Demographics don’t matter
1. Strong moderation yields more discussion
IMPACT OF
STRONG
MODERATION
MODERATOR
COMMENTS
PER SESSION
>10
=
ADVISOR
WORDS PER
QUESTION
INCREASE:
44%
MEMBER
SATISFACTION
100%
3. Less questions per session = more peer-to-peer dialogue
WORDS PER
QUESTION
1-5
QUESTIONS
1,561
> 5 QUESTIONS
409
22
Online Discussions – Moving from Small Groups to Large
Pharma taking the next steps
23
Pharma-Owned
Communities:
• Speaker Programs
• Market Education
• Clinical Trial Teams
• KOL Outreach
• HCP Best Practice
Networks
• Global Consortiums
• Association
Partnerships
24
Key capabilities of pharma-owned online community
platforms
Convenient
Communications
Easy Community
Management
• Mobile and Desktop accessible
• Cultivation Center
• Automatic Digests
• Ask the Experts
• Email Integration
• Usage Metrics and Reports
Regulatory Compliance
Content Support
• Discussion Handling
• Multimedia content
• Site Monitoring
• Portal Integration
• Vast Array of Configurable
Compliance Options
• Streamlined Interface
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The leader in healthcare professional digital collaboration solutions
Case Study Reviews: Experience and Outcomes
Private, Secure, Regulatory-Compliant Online Engagement
Digital Pharma Advances : London 2016