© 2014

The MSL &

Social NetworkingStephen Dodge, PharmD, MBA

© 2014

© 2014

Disclaimer

This presentation is made at the request of the DIA

MSL Community. The presenter, although an

employee of Merck and Co., is presenting on

his/her own behalf. The information provided and

any views expressed during the presentation are

those of the presenter and may not be attributed to

Merck and Co.

© 2014

Three Areas for Consideration

• Social Networking & Hiring

• Social Networking & Internal Collaboration

• Social Networking & Customer Engagement

© 2014

Thoughts about Hiring

LinkedIn… Big Daddy

for Recruiting

Keep your Profile & Network

Current and Accurate

Your Network is

the best way to ID Talent

Check LinkedIn

Against the CV

Check LinkedIn to

see who candidates

know

Use LinkedIn for Role Profiles

YOUR CANDIDATES WILL CHECK YOU OUT!

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A Best Practice for Hiring

• Post positions to your LinkedIn Share an Update section

• Repeat daily

• Have colleagues do the same

• Leverage multiple networks

© 2014

Three Areas for Consideration

• Social Networking & Hiring

• Social Networking & Internal Collaboration

• Social Networking & Customer Engagement

© 2014

Thoughts about Internal Networking

1. Gartner, 2013

Networking Happens Non-co-

Located Teams

Struggle to Connect

Use Social Business Software

Most will Fail Early –

Results in 2016

Pull … Don’t Push

Lack of Leadership

Over-Emphasis on Technology

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Social Business Software

Social Networking

• Yammer

• Jive

• SharePoint (Disappoint)

• Enterprise Hive

• And Many More …

Problem Solving

• Imaginatik

• Spigit

• Bright Idea

• Ideascale

• And Others …

It’s All About PULL!

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An Interesting Problem Solving Example

Needs1: (1)Meaningful & Specific Purpose(2)Critical Mass of Users(3)Integration with Other Applications in Use

Leadership Driven Problems Made Available to the

Crowd

Open to All Global Medical Affairs

Colleagues

Solutions Evaluated, Chosen and

Implemented … Solvers Rewarded

1. Gartner, 2013

© 2014

Three Areas for Consideration

• Social Networking & Hiring

• Social Networking & Internal Collaboration

• Social Networking & Customer Engagement

© 2014

And Back to LinkedIn – Accessing the Hard-to-Access

in

Challenges with Initial Interactions• They don’t know you• You don’t know them• Your name and business card may

tell them very little or not what you want

• Gatekeepers may not pass this information along

The Secret of LinkedIn• Your profile tells them a lot about

you• You can connect via LinkedIn

without an e-mail address• If profile complete, they can

understand your role, who you know and your background

• No Gatekeepers

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Embrace and experiment with new technologies in mobility and social media to be well positioned for the future.

2. Medical Affairs 2020 and Beyond, McKinsey and Company, 2014

Virtual Ad Boards

Surveys of Communities

Open Innovation

Work with Traditional

TLs

ID Online TLs

Online Scientific

Engagement

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Social Networking With MSL Customers

• Build or “Buy”

– My Opinion – Buy!

• Networks already exist

• Your customers are there

• The technology exists to engage them in this environment

• Limited data show it can work

3. Digital doctors: marketing to online networks (2nd Ed). A FirstWord ExpertViews Report., 2013

In 2012, close to 65% of physicians engaged in physician online communities3

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To Answer the Question: Are your Thought Leaders there?

2012 – Worked with QuantiaMD to identify subset of TLs from full list within their network

Result: Over 30% within the network

Representative of the broader list – specialty, geography, work setting

Thought Leader Universe

DiabetesQuantiaMD

Subset

Diabetes

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To Answer the Question: Can you engage them?

QuantiaMD and Doximitywill create private spaces within their environment to engage TLs.

Both networks have >200,000 active members.

Both have internal TLs

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An Example of the Virtual ML Concept

164. Dodge S. The MSL Today (online), February, 2012.

• Social networking community set up by top 10 pharma co for MSLs to interact with KOLs

• Overall feedback from KOLs was positive though sample very small

• 40% felt overall value for time spent in community was very good to exceptional

• 64% felt community offered potential to help access knowledge and perspectives of colleagues

• Issue: Almost nothing published in this space

• Issue: Regulatory guidance not close to offering clarity around this

• Issue: MSLs can easily see this as a threat