Conversation Research: Leveraging the power of Social Media in pharmaceutical market research

EphMRA CONFERENCE MASTERCLASS Social Media & Market Research

Main Title

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EphMRA CONFERENCE MASTERCLASS Conversation Research: Leveraging the

power of Social Media in pharmaceutical Market Research

I’m Robert

I am 45 years, working in London,

living with the 3 boys &

2 women of my life. Experienced

researcher, passionate

Marketer (fellow at Chartered

Institute for Marketing & Chartered

Marketer), Managing Director UK

InSites, Health Marketing expert

and committed to help companies

in their quest to connect better

with their patients and HCPs.

What this Masterclass will cover

How the development of social media use in healthcare research is changing

Usage of different types of social media tools to meet your research goal

Explore pros and cons of each types

Case studies to demonstrate various methods and their applications Janssen Diabetes – combination of open and closed

listening/observing Merck Sereno – Engaging patients & HCPs in cardiovascular care

Changes in Social Media

Companies need to find new ways to be relevant and stay ahead of the pack.

using new technologies with lower costs despite global warming of

research panels … and – being marketers – we

also want to support our patients get to live forever using our medication

are fast & furious

Creative Destruction

#Fact

We are sitting on a pile of

research information

#Fact

We keep on

collecting new data

If we only knew

what we already know…

Subheading texts…

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It’s hard

beyond the obvious

It’s hard…

Leve

ra

ge

YE

S

NO

Known Unknown

I don’t know

where to

start

I don’t know

what I don’t

know

“The patient is to be

at the heart of all our innovation,

branding and communication.”

“Recognize this mission?

It’s hard…

beyond intuition and trends

It’s hard…

It’s hard…

to imagine the future

It’s hard…

So, Where to

Start?

Patients have stepped forward

to actively participate in the

conversations about their health

1 2 3

e-Patient Dave

“Gimme my damn data”

Diagnosed with stage IV kidney cancer 2007

Took an active role in his treatment & survived

Inspiration for Novartis

Current job: healthcare consultant!

@ePatientDave

Patients 1st power tool is information

The internet enables them to look for

information themselves.

Dr. Google is their guide in their search.

that is out there

72%

Users

87%

82%

74%

97%

95%

79%

79%

80%

83% already used the internet to look for information on health related topics

Source: Health study by InSites Consulting 2010

70%

69%

engaged patient

=

emotional patient

Sharing = caring

When patients share information, it is not limited to

exchanging rational information (treatments,

products, symptoms…)

They all feel the urge to share emotions,

concerns, issues… It is very reassuring to read

stories in which they recognize themselves

of patients says info found online affects decision about treatments

56% says it changed their overall

approach to maintaining their health

or the health of someone they help

take care of.

53% says it leads to ask a doctor a

new question or to get a second

opinion from another doctor.

Online information is impactful.

Source: http://www.slideshare.net/PewInternet/2012-1-12-12-rise-of-epatients-providence-st-joseph-medical-centerpptx

60%

Patients have changed So need you: You need to observe what they are doing You need to engage With the right patient!

The world as it used to be

Research has changed from asking questions to having a conversation

Engagement Market Research Online Communities Multimedia Ethnography

Nethnography Social Media Dashboard – monitoring Social Media Audit Social Media Listening/Nethography

Research has changed from asking questions to having a conversation

Nethnography Social Media Dashboard – monitoring Social Media Audit Social Media Listening/Nethography

ANALYSIS

SURVEY/ TOPIC GUIDE DEVELOPMENT

SAMPLING

RESPONDENTS

FRAMEWORK

DEVELOPMENT

SAMPLING

UNIVERSE DETECTION

PASSIVE

DATA COLLECTION

Traditional research Social media nethnography

TOP-DOWN &

BOTTOM-UP

CONTENT & TEXT

ANALYTICS

ACTIVE

DATA COLLECTION

Reversed research process

31

Universe detection

Representativeness

„It‟s the end of the world as we know it‟

32

Conversations are the new unit of analysis

Sampling is still key

34

Vis

ito

rs

# sources

Small #

Large influence

Medium influence

Specialized in topics Long tail

Data collection

Historical data

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

week 1

week 2

week 3

week 4

week 5

week 6

week 7

week 8

week 9

week 10

week 11

week 12

brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49%

Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70%

Public & fan pages only

Play by the rules! (note: AE

reporting)

3.Qualitative analysis

2.Associative pattern

recognition

1. Descriptive taxonomy detection

To what extent do we find our research

topics back?

Which terms often co - occur? Which

concept are often mentioned bottom - up?

Analyse original verbatims via qualitative

content analysis

Observational

research

Analysis process

Emoti

ons

Excitement

Relaxed

Social

Beauty

Violence

Swear words

Despair

Weak

Loneliness

Elated, Excited, Enthusiastic

Contented, Relaxed, Satisfied

Happiness

Happy Joyful

Cheerful Satisfied

Proud Trust, Love, Respect

Beautiful, Admired, Attractive

Aggressive, Abusive, Dominating

Agony, Despair, Ashamed

Tired , Bored, Weak

Lonely, Rejected, Alienated

Surprise

Amazed Surprised

Astonished

Fear

Afraid Nervous

Tense Worried

Insecure

Anger

Angry Furious

Mad Irritated

Resentful

Sadness

Sad Disappointed

Regretful Gloomy

Pessimistic

Disgust

Disgust Contempt

Nasty

What is the share of voice for the

different treatments for epilepsy?

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

7,00%

8,00%

9,00%

10,00%

June July August September October November

Keppra 5,74% 4,73% 5,81% 4,92% 4,49% 3,45%

Lamictal 4,90% 4,33% 5,02% 3,91% 3,54% 3,40%

Topamax 2,23% 1,58% 1,29% 1,45% 0,86% 1,57%

Depakote 0,95% 1,10% 1,47% 1,76% 1,72% 0,83%

Trileptal 1,96% 1,47% 1,41% 1,45% 0,77% 0,61%

Vimpat 1,61% 1,72% 1,01% 0,86% 0,41% 0,31%

The number of conversations about

Keppra and Vimpat decreased over the

last half year.

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

Sentimeter - Brands for treatment of Epilepsy (top 10

brands with most buzz)

N = 281

Vimpat

0,38

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 156

Epilim

0,33

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 221

Trileptal

0,28

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 1037

Lamictal

0,25

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 341

Topamax

0,25

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 138

Lamotrigine

0,23

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 306

0,41

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 1341

Keppra

0,21

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 129

Diastat

0,19

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 192

Dilantin

0,14

Sentiment about Depakote is significantly more positive in comparison with other brands.

Comparing the current results with the results of last year (different calculation method),

we observe that sentiment on Keppra decreased relatively compared to other brands.

In Summary

………………………………………………………………………………………………….…….

………………………………………………………………………………………………….…….

Social media netnography: benefits

Access to highly involved patient and difficult topics Many conversations Most on relevant topics Ideal to explore new TAs/topics

Social media netnography: limitations

Less of the uninvolved patient No probing Only what is relevant for them Internet has no boundaries

Research has changed from asking questions to having a conversation

Engagement Market Research Online Communities Multimedia Ethnography

Follow a selection of patients. Step

into the patient’s shoes. Experience

their condition as they do.

Process • Patients receive a camera • Online, through a blog, created

for the purpose of the study, and commenting tools

• During a longer period of time (> 1 week)

Output • Insights embedded in real-life

situations • Visualized context (photos,

movies...) • Emotionally enriched evidence

Patient led Ethnography

Beyond The in-home visit

Diabetes has a severe impact on the overall energy level of patients. However, some of them try to blame their loss of energy on getting older. Patients try to find solutions for their energy loss: -They take on less activities -Work less hours -They find calmer hobbies

In the shoes of the Diabetic patient I am forever

getting tired, or

having to go to

bed for a nap

Tropical fish is

a relaxing

diversion

I work at home

to avoid stress

and to rest

Get insights into hypertension

CASE:

Heart to Heart Talk

Merck Serono

OBJECTIVE:

Understand the patients’ lifestyle.

Get insights in the role of hypertension in their lives.

Translate new insights into relevant patient services.

SAY ‘Hi’ TO

YOUR

PATIENT

CONSULTING

BOARD

The patient consulting board

1

2

3

Blog

Crowd

Interpretation

Discussions

1 2 3

1. Online ethnography

OBSERVING hypertension patients by asking them to blog about their life

Get immersed

in the life of patients

Explore typical

hypertension moments

Discover routines

hypertension moments

2. Crowd interpretation game

Interpret and explain the patient stories to generate more and new insights

Observation

Meaningful

observation

Interpretation

insight

Let the magic begin

Crow

d

inte

rpreta

tion

360° interpretation

55 patients

With hypertension

24 HCP’s

50 peers

Patient perspective

Negative

emotions

Obsession blood pressure

Guilt

The outsiders perspective

360° patient support

Societal influence

Holistic

Innovative

Empowered patient

Talking versus doing

Peers versus HCP’s

Peers HCP

Challenging medical

advice

Compliance work

arounds

New medication

3. Discussion stage

Further shape insights and explore useful services to hypertension patients

In Summary

………………………………………………………………………………………………….…….

………………………………………………………………………………………………….…….

72

Online Communities & Ethnography: PRO

Be part of daily life & context Looking through their eyes Longer time span allows for richer feedback Sample can be controlled and probing is possible

Online Communities & Ethnography: CON

Patients hide idiosynracies Only online patients More difficult to find involved patients

New York I Timisoara I London I Rotterdam I Ghent

@Robert_Dossin

http://uk.linkedin.com/in/robertdossin

+44 7904 288 898

[email protected]

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