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 • •
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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
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Social Media Evolution
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Barriers and Drivers
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Social Media Examples
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Knowledge Communities
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Social as Part of an Integrated Experience
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Designing an Experience
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Q&A
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Social Media Evolution
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Social Media Evolution
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Social Media Evolution
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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
& the trend is continuing……………………….
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2011
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-
Barriers & Drivers
Organizational
Sales-centric
Measurement
• Technology focus
• Cultural resistance to evolving model
• Difficult to measure SM ROI
• Limited Best Practices Sharing
• Tagged as “preferred” channel
• Maturity varies
• Suboptimal org structure
• Tactical Isolation
• Product centric
• Conservative MRL
• Inconsistency in measurement
• Diminishing Effectiveness
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FDA • Lack of….
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
How do I know this Healthcare policy documentation is correct?
Are other physicians experiencing this problem?
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?
Is this the best technology for my practice?
Physician Drivers
I know I have heard about how to solve my problem‌
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We aren’t repeating our successes We need to adapt to younger Physicians Our investments are not optimized across the enterprise
Life Science Organizational Drivers
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
Customer
Integrated
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
UNITY
Accelerating uniform product, franchise & corporate DIALOGUE enhances brand value
Orchestrated testing energizes best practices sharing & transformation
Cross-matrix integration is a competitive advantage, optimizing resources and messages, channels and receivers
IMPACT ONE VOICE
Integrated Marketing Innovation
EVOLUTION
DIALOGUE
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Unifying Strategy for PR, Direct, Interactive, Sales Promotion, Advertising, (On & Offline)
Ongoing productive dialogue between company and customers
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
Trial
4 Reinvention Consideration Advocacy 1
2
3
Introduction
Growth
Maturity
UNBRANDED
BOND
Product Lifecycle
Decision Making Continuum
Evaluation
5 Decline
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 Paragon Solutions, Inc. Proprietary and Confidential - 24 -
Designing an Experience
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Designing an Experience
Current State
Future State Stakeholder Audit
h
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Designing an Experience
Current State
Future State Stakeholder Audit
Audience Needs Assessment
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Designing an Experience
Current State
Future State Stakeholder Audit
Audience Needs Assessment
Experiential Effectiveness Appraisal
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Designing an Experience
Current State
Future State Stakeholder Audit
Audience Needs Assessment
Findings, Insights & Gap Analysis
Experiential Effectiveness Appraisal Competitive Landscape Review
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Designing an Experience
Current State
Future State Stakeholder Requirements
Stakeholder Audit
Audience Needs Assessment
Findings, Insights & Gap Analysis
Experiential Effectiveness Appraisal Competitive Landscape Review
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Designing an Experience
Current State
Future State Stakeholder Requirements
Stakeholder Audit
Audience Needs Assessment
Findings, Insights & Gap Analysis
Experiential Effectiveness Appraisal Competitive Landscape Review
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Audience Needs Definition
Designing an Experience
Current State
Future State Stakeholder Requirements
Stakeholder Audit
Audience Needs Assessment
Findings, Insights & Gap Analysis
Experiential Effectiveness Appraisal
Audience Needs Definition
Experiential Opportunity Mapping Competitive Landscape Review
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Designing an Experience
Current State
Future State Stakeholder Requirements
Stakeholder Audit
Audience Needs Assessment
Audience Needs Definition
Findings, Insights & Gap Analysis
Experiential Effectiveness Appraisal
Experiential Opportunity Mapping Competitive Landscape Review
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
Š 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 -