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Paragon Solutions, Inc. Proprietary and Confidential
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
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About Paragon Solutions
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 is an enterprise information management solutions company that
helps firms leverage information assets to achieve better business results.
Paragon Solutions, Inc. Proprietary and Confidential
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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
Paragon Solutions, Inc. Proprietary and Confidential
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Social Media Evolution
Paragon Solutions, Inc. Proprietary and Confidential
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Social Media Evolution
Paragon Solutions, Inc. Proprietary and Confidential
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Social Media Evolution
Image from Fredcavazza.net
Paragon Solutions, Inc. Proprietary and Confidential
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Barriers & Drivers
Paragon Solutions, Inc. Proprietary and Confidential
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Social Media Evolution
7%
12%
16%
24%
2008 2009 2010 2011
Physician Adoption of Dedicated Social Communities Growing Steadily
& the trend is continuing……………………….
Paragon Solutions, Inc. Proprietary and Confidential
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Barriers & Drivers
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/
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%
Paragon Solutions, Inc. Proprietary and Confidential
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Barriers & Drivers
Organizational
• Product centric
• Technology focus
• Limited Best Practices Sharing
• Suboptimal org structure
• Conservative MRL
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….
Paragon Solutions, Inc. Proprietary and Confidential
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Social Media Examples
Paragon Solutions, Inc. Proprietary and Confidential
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J & J - “Diabetes Institute”
Paragon Solutions, Inc. Proprietary and Confidential
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Abbott Labs – “Labs are Vital”
Paragon Solutions, Inc. Proprietary and Confidential
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Pfizer – “Think Science Now”
Paragon Solutions, Inc. Proprietary and Confidential
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Knowledge Communities
Paragon Solutions, Inc. Proprietary and Confidential
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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”
Tacit Knowledge is knowledge
that is difficult to transfer to
another person by means of
writing it down or verbalizing it
Explicit Knowledge is
searchable, repeatable
knowledge that managed by
domain experts and user can
collaborate on the value and use
of the knowledge
Paragon Solutions, Inc. Proprietary and Confidential
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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
Paragon Solutions, Inc. Proprietary and Confidential
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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.
Are other physicians
experiencing this
problem?
How do I know this
Healthcare policy
documentation is
correct?
Where can I
get an answer
quickly?
How should I
interpret this
clinical
information?
I know I have
heard about how
to solve my
problem…
Is this the best
technology for
my practice?
Physician Drivers Life Science Organizational Drivers
We keep repeating our mistakes
We aren’t repeating our
successes
Our investments are not
optimized across the enterprise
We need to adapt to younger
Physicians
We need to form a enduring
relationship with Physicians
We need to know what drives
Physicians to make decision
Paragon Solutions, Inc. Proprietary and Confidential
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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
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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
Paragon Solutions, Inc. Proprietary and Confidential
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Community as Part of an Integrated Experience
Paragon Solutions, Inc. Proprietary and Confidential
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The journey culminates in an ability to predict audience engagement, optimized messaging, dynamic real-time reporting and enterprise business impact across all touch points
Multichannel
Shared Value
Company
Customer Relationship
Product
Integrated
Social as Part of an Integrated Experience
Paragon Solutions, Inc. Proprietary and Confidential
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Unifying Strategy for PR, Direct, Interactive, Sales Promotion, Advertising, (On & Offline)
Accelerating uniform product, franchise & corporate DIALOGUE enhances brand value
Cross-matrix integration is a competitive advantage, optimizing resources and messages, channels and receivers
Integrated Marketing Innovation
DIALOGUE EVOLUTION
IMPACT
ONE VOICE
UNITY
Orchestrated testing energizes best practices sharing & transformation
Ongoing productive dialogue between company and customers
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
Social as Part of an Integrated Experience
Paragon Solutions, Inc. Proprietary and Confidential
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UNBRANDED BRANDED
Marketing Engagement Approach
2
Introduction Growth Maturity Decline
Reinvention
3 5
4
1
Customer Behavioral Brand Lifecycle Experiential Model
Pro
du
ct Lifecycle
Advocacy
BOND
Trial
Consideration
Evaluation
We drive business results through our domain expertise in predictive analytics, emerging technologies, fiscally-grounded customer-centric methodologies and technology agnostic enabling solutions
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
Dec
isio
n M
akin
g C
on
tin
uu
m
Social as Part of an Integrated Experience
Paragon Solutions, Inc. Proprietary and Confidential
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Designing an Experience
Paragon Solutions, Inc. Proprietary and Confidential
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h
Stakeholder Audit
Current State Future State
Designing an Experience
Paragon Solutions, Inc. Proprietary and Confidential
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Stakeholder Audit
Audience Needs
Assessment
Current State Future State
Designing an Experience
Paragon Solutions, Inc. Proprietary and Confidential
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Stakeholder Audit
Audience Needs
Assessment
Experiential Effectiveness
Appraisal
Current State Future State
Designing an Experience
Paragon Solutions, Inc. Proprietary and Confidential
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Stakeholder Audit
Audience Needs
Assessment
Competitive Landscape
Review
Current State Future State
Findings, Insights &
Gap Analysis
Designing an Experience
Experiential Effectiveness
Appraisal
Paragon Solutions, Inc. Proprietary and Confidential
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Stakeholder Audit
Audience Needs
Assessment
Competitive Landscape
Review
Stakeholder Requirements
Current State Future State
Findings, Insights &
Gap Analysis
Designing an Experience
Experiential Effectiveness
Appraisal
Paragon Solutions, Inc. Proprietary and Confidential
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Stakeholder Audit
Audience Needs
Assessment
Competitive Landscape
Review
Stakeholder Requirements
Current State Future State
Findings, Insights &
Gap Analysis
Audience Needs
Definition
Designing an Experience
Experiential Effectiveness
Appraisal
Paragon Solutions, Inc. Proprietary and Confidential
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Stakeholder Audit
Audience Needs
Assessment
Competitive Landscape
Review
Stakeholder Requirements
Experiential Opportunity
Mapping
Current State Future State
Findings, Insights &
Gap Analysis
Audience Needs
Definition
Designing an Experience
Experiential Effectiveness
Appraisal
Paragon Solutions, Inc. Proprietary and Confidential
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Stakeholder Audit
Audience Needs
Assessment
Competitive Landscape
Review
Stakeholder Requirements
Experiential Opportunity
Mapping
Competitive Positioning
Current State Future State
Findings, Insights &
Gap Analysis
Audience Needs
Definition
Designing an Experience
Experiential Effectiveness
Appraisal
Paragon Solutions, Inc. Proprietary and Confidential
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Questions???
Paragon Solutions, Inc. Proprietary and Confidential
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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.
Thank You!