Online HCP Communities Provide Rapid Advice To Support Clinical Development - Part 2

By Lance Hill and Joan Bradley, PharmD

The web-based discussion forum, or “online community program” is a recent innovation in healthcare practitioners (HCP) collaboration. While a convenient and secure method for obtaining timely feedback from thought leaders, the forum is only effective if community members actively and willingly engage in the online discussions.

To guarantee success in a virtual environment, we have identified three factors contributing to active member participation and a prosperous, effective online community program:

1. Member selection and orientation. While most HCPs are eager to try something new, not all embrace unfamiliar technology or feel wholly at ease in a virtual environment. To encourage participation, contributors should be introduced to the community’s navigation tools so they understand, and are comfortable with how to engage. Ample time should be provided for members to ask questions and acquaint them with the technology being used. Members should also be assured the environment they are participating in is private and secure. Expectations for the amount of time required for community activities should be outlined and explained in a consulting agreement.
2. Refined scientific content. Materials prepared for digital venues must stand on their own more so than those prepared for live meetings. The content must be provided in an easy to review format, and relevant to the questions being asked in the discussion forum. Also, because content is presented electronically, having appropriate tools in place is critical to maintaining confidentiality.
3. Skilled moderation. Appropriately moderating and guiding discussions within the community is critical. A good moderator (either from the company team or a thought leader) knows how to ask open-ended questions to spark relevant conversation, draw out the quiet participants and ensure full feedback from all members.