subject: Stakeholder Communities In China And Korea By Heartbeat Experts [print this page] A top ten multinationalpharmaceutical companyexpanding aggressively intoBRICK markets shifted investment to focus on developingrelationships with KOLs and other stakeholders. Structuredidentification and mappinguncovered many of thesestakeholders. Looking to thenext step - how to engage thisrobust pool to build momentumfor a new product launch inChina and Korea.
The Solution
Heartbeat Experts worked with this client to build an online community, sponsored by the client. The approach was to offerstakeholders a chance to work with their peers and the life sciencescompany without the limitation of geography, working hours andother commitments. Such an engagement offers stakeholders aplatform to work together but also to get new client data, discussscientific issues in the disease area, and collaborate on research thatbenefited the clients launch and market access. Leading KOLs wereselected as chairmen who give their name behind the invitations toaccess a password-protected, exclusive community. This was uniquein these markets; no one had built a stakeholder-driven communitythat excluded entry to the top stakeholders in these markets for thisdisease. A key element to the success of the community was theconcierge services provided by Heartbeat. Stakeholders were recruited,trained, and consistently reminded of site activities. Unlike other siteswhere they are set up and stakeholders are left to their own will toparticipate, our services team for China and Korea knew we need tocall each participant 3-5 times to ensure they participate in a keyonline activity. This not only gets the activities done, but shows amore serviced-oriented approach by the client towards their mostimportant stakeholders.
The Result
Ninety-percent of the invited stakeholders participated in thecommunity. This number proves that stakeholders in emerging marketscan and will participate in online communities and find value from suchan engagement. The perception of the client improved dramatically dueto their sponsorship of the platform. Through events where new productdata was shared by leading KOLs, surveys showed that stakeholderperceptions of client science changed over the course of the community.For the stakeholders themselves, they found a way to connect with newand old colleagues in a simple manner that fit their busy schedules.
For more information please contact Heartbeat experts Asia-pacific Headquarters:singapore@heartbeatexperts.com
About Heartbeat Experts:
Heartbeat Experts is the leading stakeholder management solution provider serving 20 of the top 20 pharmaceutical companies and 18 of the top 20 medical device companies. Heartbeat Experts provides software and data for KOL identification, KOL management, pricing and reimbursement, formulary access, regulatory affairs as well as a suite of stakeholder engagement products including virtual advisory boards, HCP communities and market research. With an extensive local presence, Heartbeat Experts provides these services from eighteen offices worldwide.
For more information please contact Susie Huang, Marketing Director +1 212 941 9041
