health smartees 2009

HEALTH SMARTEES, June 11th

WELCOME @ InSites Consulting

Taking Health Research Forward

2Pan-European Health Study, © InSites Consulting, 2009.© In

10.00 - 10.15 : Welcome drink

10.15 - 10.20 : Health SMARTEES introductionThe agenda of the daySaartje Van den Branden, Health Research, InSites Consulting

10.20 - 11.15 : Understanding the role of the patientResults of the Pan-European Health Study 2009

Magali Geens, Director Health Research, InSites Consulting

11.15 - 11.35 : Coffee Break

11.35 - 11.50 : 2.0 introduction Web 2.0, Consumer 2.0, Patient 2.0

Steven Van Belleghem, Managing Partner, InSites Consulting

11.50 - 12.15 : Daily 2.0A customized online newspaper to keep the finger on the pulse

Caroline Collard, Business Unit Manager Neurology, Merck SeronoMagali Geens, Account Director Merck Serono, InSites Consulting

12.15 - 12.35 : Patient netnography researchAnalyzing patient-generated content from social media sites

Rudi Van Campenhout, Global Manager Insights, UCBAnnelies Verhaeghe, R&D, Social Media Expert, InSites Consulting

12.35 - 12.55 : Other new research methodsOther new methods in a nutshell

Tom De Ruyck, R&D, New Method Development, InSites Consulting

12.55 – 13.00 : Questions before lunch?

Confidential

11.15 - 11.35 : Coffee Break

FocusingFocusing on patients… on patients…

4Pan-European Health Study, © InSites Consulting, 2009.

Pan-European Health Study, © InSites Consulting, 2009.

Focusing on patients...Focusing on patients...

Health has many stakeholdersand because of different factors,

the traditional focus on the physician

becomes intolerable in the future

Part of the focus shouldshift towards patients

as they are stepping forward andenter the dialogue

about their health

Focusing on patients ...Focusing on patients ...

THEY ARE NOTSO HEALTHY

Less than 50% says to have a HEALTHY life-style

At least 40% admits to have OVERWEIGHT

On average 30% indicates CHRONIC PAIN

Around 20% is DEPRESSED occasionally

Up to 10% is DIABETIC

08 In 2008 we have learned that...

PAN-EUROPEAN HEALTH STUDYPATIENT STUDY in 7 EUROPEAN COUNTRIES, 2ND EDITION

Edition 2008: 1.400 consumers (18+), representative total country population.Data collected on proprietary research panels from InSites Consulting, field in the summer of 2008.

Edition 2009: 2.800 consumers (18+), representative total country population.Data collected on proprietary research panels from InSites Consulting, field in the spring of 2009.

Online data collection

on proprietary

research panels by

InSites Consulting

Pan-European Health Study, © InSites Consulting, 2009. 12

N Europe = 2841 / Filter = None

89% has been sick in the past year

In 2009 we have measured that...

BUT ARE THEYALL ALIKE?

Different patient segmentsFactor analysis: 3 important segmentation dimensions

Q :To what extent do you agree with the following statements?

I have a healthy lifestyle

I have healthy eating habits

I get sufficient physical exercise

Friends see me as a person who highly values a healthy way of life

Healthy life-style (alpha = .81)Healthy life-style (alpha = .81)

Health involvement (alpha = .72)Health involvement (alpha = .72)

Alternative viewpoint (alpha = .59)Alternative viewpoint (alpha = .59)

I think natural products are better

I believe prevention is better than cure

I would more likely change my eating habits and lifestyle than take medication to tackle medical problems

I go to the doctor every year for a check-up

I regularly enquire about health-related matters

I collect health-related information

I influence my family and friends when it comes to health-related matters

Different patient segments 3-dimensional patient segmentation

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Non-Conformist

Healthy Laidback

Hedonist of life

Expert

Detailed cluster description

Different patient segments Meet the NON-CONFORMISTS

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

N Non-Conformists= 634

Hedonist of life

Expert

Non-Conformist

Healthy Laidback

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Meet ‘the’ patientMeet the NON-CONFORMISTS

21%24%

N Non-Conformists= 634

Meet ‘the’ patientMeet the NON-CONFORMISTS

Un-healthy life-style, bad eating habits, little to no physical exercise

No regular doctor’s visit, no health reference for friends and family

They say they would rather change habits than take medication

29%Gender 56% Female

Age <34

Country France / Italy

Income Lower Income

Household size Average

BMI Overweight

Smokers Smokers

Stress Level High

Visit Frequency GP Only if necessary

They are more likely ...

Healthy Laidback

Hedonist of life

Different patient segments Meet the HEALTY LAIDBACK

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

N Healthy Laidback = 654

Non-ConformistExpert

Healthy Laidback

Hedonist of life

Meet ‘the’ patientMeet the HEALTHY LAIDBACK

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

Healthy life-style and eating habits and lots of physical exercise

But they are little involved in health because they have no need to worry

Prevent is better rather than cure and natural products are better

Non-Conformist

Healthy Laidback

Hedonist of life

N Healthy Laidback = 654

Expert

Gender 59% Male

Age Equal Spread

Country Netherlands / France / UK

Income Higher Income

Household size Average

BMI Normal

Smokers Mix

Stress Level Low

Different patient segments Meet the EXPERTS

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

N Experts = 835

Non-Conformist

Expert

Healthy Laidback

Hedonist of life

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

N Experts = 835

Healthy life-style, healthy eating habits, physically active and go to the doctor for a yearly check-up

Highly involved in health, inquire about health and collect health information

Believe in prevention, but natural product are not necessarily better

Meet ‘the’ patientMeet the EXPERTS2

Expert

Healthy Laidback

Hedonist of life

24% Non-Conformist

Gender 58% Female

Age 55+

Country Germany / Spain / Italy

Income Higher Income

Household size Small

BMI Normal

Smokers Non Smokers

Stress Level Average

Visit Frequency GP Frequent

Different patient segments Meet the HEDONISTS OF LIFE

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

N Hedonists of Life = 714

Expert29%Non-Conformist

Healthy Laidback

Hedonist of life

Meet ‘the’ patientMeet the HEDONISTS OF LIFE

NonConfirmist

Health Conscious

Hedonist

Expert

Involvement

They do not highly value a healthy way of living, but they do not feel particularly unhealthy either

They are not a health reference for their surroundings, but do search for health info when needed

They are not prevention-oriented and take medication whenever necessary to feel better

Non-Conformist

Healthy Laidback

Hedonist of life

25%N Hedonists of Life = 714

ExpertThey are more likely ...

Gender Male/Female

Age <34

Country Netherlands/Germany

Income Lower Income

Household size Small

BMI Normal / Overweight

Smokers Smokers

Stress Level Average

FORTE PLUS INSTANT EXTRAEXTRA PLUS FORTE INSTANTINSTANT EXTRA FORTE PLUSPLUS FORTE INSTANT EXTRAFORTE PLUS INSTANT EXTRAEXTRA PLUS FORTE INSTANTINSTANT EXTRA FORTE PLUSPLUS FORTE INSTANT EXTRAFORTE PLUS INSTANT EXTRAEXTRA PLUS FORTE INSTANTINSTANT EXTRA FORTE PLUSPLUS FORTE INSTANT EXTRAFORTE PLUS INSTANT EXTRAEXTRA PLUS FORTE INSTANTINSTANT EXTRA FORTE PLUSPLUS FORTE INSTANT EXTRAFORTE PLUS INSTANT EXTRAEXTRA PLUS FORTE INSTANTINSTANT EXTRA FORTE PLUSPLUS FORTE INSTANT EXTRAFORTE PLUS INSTANT EXTRAEXTRA PLUS FORTE INSTANTINSTANT EXTRA FORTE PLUSPLUS FORTE INSTANT EXTRAFORTE PLUS INSTANT EXTRAEXTRA PLUS FORTE INSTANTINSTANT EXTRA FORTE PLUSPLUS FORTE INSTANT EXTRA

Different patient segments Distribution across the countries

Belgium

Netherlands

France

Germany

Nonconformist Health conscious Hedonist Health Expert

Significant differences between the countries (95%).

NON-CONFORMISTS EXPERTSHEDONISTS OF LIFEHEALTHY LAIDBACK

patients are DIFFERENTand they act DIFFERENTLYSO

WHAT DO PATIENTS

DO FIRSTFIRST WHEN

THEY ARE SICK?

FIRST THEY

FOR A WHILE

(and this waiting does not take place in a

waiting room!)

THE DOCTOR’S WAITING ROOM ONLY APPEARS IN STEP 3

AFTER THEY HAVE WAITED

AND SEARCHED FOR INFORMATION

Flow of actionWhat do patients do?

Waited for a while

Looked for information

General Practitioner

Pharmacy

Special Practitioner

Something Else

Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder?

Flow of actionWhat do patients do?

PharmacyGeneral

Practitioner

Pharmacy Pharmacy

Specialist / Something Else

Specialist

Specialist Specialist

Home Pharmacy Looked for information

Pharmacy / General

Practitioner

GeneralPractitioner

PharmacyInformation / Pharmacy

/ Specialist

Specialist Specialist

Something Else Something Else

Pharmacy

Special practitioner

Something else

Flow of actionsSegment split

NON-CONFORMISTS EXPERTSHEDONISTS OF LIFEHEALTHY LAIDBACK

Information searchWhere do patients look for information?

N total = 628 / Filter = If looked up information.

Internet

Friends / acquaintances

Family

Health encyclopaedia (book)

Health article(s) I collected

Magazines

Patient folder(s)

Newspapers

Fellow patients

Library

Patient organisations

* Remark: the data were collected via an online panel survey. The total use of the internet by

patients was 89% in the sample. To avoid over-estimation of the internet usage by patients

(because the internet penetration in the sample was 100%), the internet usage was corrected

based on the internet penetration in Europe.

Information searchWhere do patients look for information?

56% 62% 72% 59% 46% 51% 45% 60%

26% 41% 15% 30% 34% 21% 17% 25%

25% 29% 22% 20% 21% 24% 47% 17%

20% 14% 11% 9% 18% 15% 33% 20%

14% 13% 7% 11% 22% 12% 11% 12%

12% 4% 7% 14% 16% 9% 9% 10%

12% 13% 18% 14% 22% 3% 8% 7%

6% 3% 3% 13% 11% 2% 2% 4%

4% 3% 9% 0% 4% 9% 3% 5%

4% 0% 4% 3% 4% 3% 4% 6%

3% 2% 2% 3% 2% 2% 4% 2%

2% 8% 7% 0% 1% 2% 0% 4%

Internet

Friends / acquaintances

Family

Health encyclopaedia (book)

Health article(s) I collected

Magazines

Patient folder(s)

Newspapers

Fellow patients

Library

Patient organisations

N Europe = 628 / N Belgium = 55 / N Netherlands = 97 / N France = 50 / N Germany = 109 / N Spain= 81 / N Italy = 91 / N United Kingdom = 145Filter: If searched for information

Sig. Difference between countries (95%)

Google Health does not offer medical advice. Any

content accessed through Google Health is for

informational purposes only, and is not

intended to cover all possible uses, directions,

precautions, drug interactions, or adverse effects.

This content should not be used during a

medical emergency or for the diagnosis or

treatment of any medical condition.

Please consult your doctor or other qualified health

care provider if you have any questions about a

medical condition, or before taking any drug, changing

your diet or commencing or discontinuing any course

of treatment.

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DestinationRx makes it easy to organize, manage

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clinical trials for new treatments based on your personal health information.

Within few clicks you will find the relevant trials that

match your condition from a database of 13,000+

trials approved by the US FDA. We also help you

contact the clinical trial

investigators in your area and will help draft

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SafeMed Personal Decision Making Tools uses

information in your Google Health profile to enable a

personalized comparison of medications, including

safety screening and average retail price.

For example, you can identify

medications a doctor could

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conditions (e.g., asthma), and safety check

these competing medications against your own health

profile. This service is free and requires registration.

Pharmacy

Specialist

Something Else

Conversation with the GPPatient conversations: model definition

Q To what extent do you agree with the following statements about your interaction with the doctor?

On a 5 point scale.

Europe= 975 / Belgium = 147 / Netherlands = 136 / France = 138 / Germany = 131 / Spain = 144 / Italy = 104 / United Kingdom = 175 Filter: If went to GP

I suggested to the doctor the disorder I thought I suffered from.

I suggested to the doctor a specific treatment.

I asked the doctor for a specific (brand) of medication

The doctor took my input into account when making the diagnosis

The doctor took my input into account when formulating/prescribing the treatment

The doctor showed empathy

There was a mutual respect between the doctor and me.

Average

Conversation with the GP Empathy by the physician versus impact of the patient2

Empathy by doctor high

The empathy level of physicians is overall low

Europe= 975 / Belgium = 147 / Netherlands = 136 / France = 138 / Germany = 131 / Spain = 144 / Italy = 104 / United Kingdom = 175 / Filter: If went to GP

NON-CONFORMISTS

HEALTHY LAIDBACK

EXPERTS

HEDONISTS OF LIFE

NON-CONFORMISTS

HEALTHY LAIDBACK

EXPERTS

HEDONISTS

They are more likely to...

Have complete confidence in their GP

Believe what the GP says

Agree that the GP is well-informed about new treatments / medication

NON-CONFORMISTS

EXPERTS

HEDONISTS

They are less likely to...

Have complete confidence in their GP

Believe what the GP says

Agree that the GP is well-informed about new treatments / medication

HEALTHY LAIDBACK

Conversation with the GP Input versus impact of patient

Europe= 975 / Belgium = 147 / Netherlands = 136 / France = 138 / Germany = 131 / Spain = 144 / Italy = 104 / United Kingdom = 175 / Filter: If went to GP

Active input of patient

highlow

lowTotal submission

Participation

Focusing on patients ...Focusing on patients ...

We can hand them the We can hand them the correct information correct information to enter the dialogto enter the dialog

and help them to have and help them to have thethe impact we want impact we want them to have.them to have.

Go to see a Go to see a doctordoctor faster faster

Be able to formulate the Be able to formulate the symptomssymptoms correctly correctly

Believe in the necessity of Believe in the necessity of treatmenttreatmentVoice a Voice a preferencepreference for a certain treatment for a certain treatment

Even display a Even display a brandbrand preference preference

And it seems like opportunities lie where we maybe had not believed to find them...

Older Higher income More disorders More involved Information search Enters the dialog Has confidence Big influence

(HOW) DO THEYGET TREATED?

TreatmentKinds of treatment

Medication

An adapted diet

Physical exercise / sports

A vitamin cure

Homeopathic products

Physiotherapy

Surgical operation

Acupuncture

Manual therapy

Psychotherapy

Osteopathy

Hypnosis

I did not follow any sort of treatment

N Europe = 2.841 / Filter = None

Treatment mostly involves

medication (63%). In Germany patients followed a treatment in 67% of the cases

(highest score).In the Netherlands this is only

55% (lowest score).

19% did not follow any treatment whatsoever.

In Italy non-treatment is lowest (14%), in the

Netherlands highest (29%).

Medication

An adapted diet

A vitamin cure

Physiotherapy

Surgical operation

Acupuncture

Manual therapy

Psychotherapy

Osteopathy

Hypnosis

Medication

An adapted diet

A vitamin cure

Physiotherapy

Surgical operation

Acupuncture

Manual therapy

Psychotherapy

Osteopathy

Hypnosis

TreatmentKinds of treatment

Medication

An adapted diet

A vitamin cure

Physiotherapy

Surgical operation

Acupuncture

Manual therapy

Psychotherapy

Osteopathy

Hypnosis

63% 59% 55% 64% 67% 63% 64% 59%

16% 16% 5% 12% 8% 28% 23% 17%

15% 12% 15% 8% 22% 20% 14% 9%

5% 11% 3% 6% 3% 1% 6% 5%

5% 6% 4% 5% 7% 3% 6% 2%

3% 3% 0% 1% 3% 3% 4% 4%

3% 5% 3% 3% 4% 3% 1% 2%

2% 1% 2% 1% 3% 2% 1% 2%

2% 2% 3% 1% 5% 2% 1% 2%

2% 1% 5% 1% 3% 2% 2% 2%

1% 3% 0% 2% 1% 1% 0% 1%

0% 0% 1% 0% 0% 0% 0% 2%

7% 9% 9% 6% 5% 6% 11% 8%

19% 26% 29% 21% 16% 17% 14% 23%

Sig. Difference between countries (95%)

Changing habitsWho changes eating habits?2

No differences between

men and women!

13% of the

19% of the

elderly

follow a diet.

A typical reflex of the

Healthy Laidback

(20% diets).

Medication

An adapted diet

A vitamin cure

Physiotherapy

Surgical operation

Acupuncture

Manual therapy

Psychotherapy

Osteopathy

Hypnosis

TreatmentMedication – Prescription or not?

57%61%

60%56%

58%61%

32% 23%

27% 39%

12%16%

17% 16%11%

My medication is only available on a doctor’s prescription

My medication is freely available, also without a doctor’s prescription

I am not sure whether or not I needed a prescription

N Belgium = 405 / N Netherlands = 401/ N France = 408/ N Germany = 400 / N Spain = 409 / N Italy = 417 / N United Kingdom = 401

Treatment Medication – Who has most influence on the medication?2

Q Who had the most influence on the type/brand of medication you received? T

Average

Brand of medicationBrand of medication

The patient has a relatively big influence on the type and brand of medication (s)he receives.

Friends / family / acquaintances

The pharmacist

The GP

The SP

Someone else0%

0% 10% 20% 30% 40%

N Europe = 1.778 / Filter : If medication treatment

The pharmacist

The GP

The SP

Someone else (please specify)

Me -EU

Friends / family / acquaintances-EU

The pharmacist-EU

The GP-EU

The SP-EU

Someone else-EU0%

0% 10% 20% 30% 40% 50%

Treatment Medication – Who has most influence on the medication in Belgium?

Average

N Belgium= 251 / Filter : If medication treatment

Treatment Medication – Who has most influence on the medication in Italy?

Average

The pharmacist

The GP

The SP

Me -EU

The pharmacist-EU

The GP-EU

The SP-EU

Someone else-EU0%

0% 10% 20% 30% 40% 50%

N Italy = 262 / Filter : If medication treatment

The pharmacist

The GP

The SP

Me -EU

The pharmacist-EU

The GP-EU

The SP-EU

Someone else-EU

0% 10% 20% 30% 40% 50%

Treatment Medication – Who has most influence on the medication in Germany?

Average

N Germany = 264 / Filter : If medication treatment

Treatment Medication – Who has most influence on the medication?2

Average

The pharmacist is attributed a relatively low influence.

The pharmacist

The GP

The SP

Someone else0%

0% 10% 20% 30% 40%

N Europe = 1.778 / Filter : If medication treatment

Only 1 in 2 pharmacists actively enters the dialog with patients, enquiring about their health and their condition.

Only in the UK this is much better: 7 in 10.

The Pharmacy Up-selling / cross-selling But still...

33% of patients

bought more products /

medicines than they

intended to purchase

Q Did you also take home other products / medicines from the pharmacy besides the one you needed / intended to purchase?

The Pharmacy Impact of Point-Of-Purchase materials

Q Did you also take home other products / medicines from the pharmacy besides the one you needed / intended to purchase?

Europe= 95 / Filter: If take home other products

Not linked to disorder

Visibly on display

Suggested by pharmacist

Asked for them

Visible displays are responsible for more

extra sales than the active

advice by the pharmacist.

Visibly on display

Asked for them

Visibly on display

Asked for them

48% of the extra

purchases are not intended

for the current disorder

(probably to re-fill the home pharmacy).

Home Pharmacy

For Hedonists of life,

Belgian and Spanish patients,

the home pharmacy is the first step

in their action flow.

It should be an important objective

to get your products / medication in the

home pharmacy!

N Europe = 387 / Filter: If looked in home pharmacy and found what needed

Q Did you find what you were looking for in your home pharmacy?

On average 7 in 10 patients FIND what they

are looking for in their home pharmacy

09 The role of the home pharmacy

Administration / application of home pharmacy items

N Europe = 387 / Filter: If looked in home pharmacy and found what needed

Q Did you find what you were looking for in your home pharmacy? / Did you administer/apply what you found in the home pharmacy?

And those who find it in the home pharmacy

are very likely to administer it!

7070%%Of the total populationOf the total population

09 The role of the home pharmacy

Administration / application of home pharmacy items

The role of the home pharmacyThe instruction leaflet

N Europe = 387 / Filter: If administered / applied product

Not read, taken before Read, followed instructions

Read, did not follow completely

Not read, not necessary Not read, no leaflet Read, not followed

47% first reads the instruction leaflet before administering / applying something

Q Which of the following statements apply concerning the instruction leaflet?

The role of the home pharmacyThe instruction leaflet

N Europe = 387 / Filter: If administered / applied product

Not read, taken before Read, followed instructions

Read, did not follow completely

Not read, not necessary Not read, no leaflet Read, not followed

53% does not read the instruction leaflet before administering / applying something !!!

Q Which of the following statements apply concerning the instruction leaflet?

We should ensure they read the key instructions!

LoyaltyA patient systematically takes a certain

brand of medicine according to the prescribed regimen

Adherence or ComplianceA patient follows a treatment according to

the prescribed regimen

Persistance

A patient takes a medicine, but NOT necessarily according to the prescribed regimen

Start of treatment After GP / SP visit

Europe= 975 / Filter: If went to GP

Q What happened after your visit to the GP / SP?

Europe= 503 / Filter: If went to SP

Started treatment

Adapted lifestyle

Nothing

Changed treatment

Stopped treatment

Started treatment

Adapted lifestyle

Nothing

Changed treatment

Stopped treatment

General PractitionerGeneral Practitioner Special PractitionerSpecial Practitioner

Compliance to treatmentCompliance to treatment WITHOUT medication

Compliance to

treatment is

higher after a

visit to the

specialist than

after a visit to

the GP.

Not at all

Rather not

Neutral

Rather well

Totally

Europe= 132 / Filter: If GP prescribed treatment without medicationEurope= 91 / Filter: If SP prescribed treatment without medication

Q: Did you follow the treatment exactly as prescribed?

Not at all

Rather not

Neutral

Rather well

Totally

80% 79%

Compliance to treatmentCompliance to treatment WITHOUT medication

Compliance to treatmentCompliance to treatment WITH medication

Compliance to

treatment does

not significantly

differ after

prescription by

a specialist or

by a generalist.

Europe= 724 / Filter: If GP prescribed medication Europe= 357 / Filter: If SP prescribed medication

Q Please indicate which of the following descriptions applies best to the medication that was prescribed.

Took exactly as prescribed

Lower dose

Higher dose

Shorter period

Longer period

Never started

Took exactly as prescribed

Lower dose

Higher dose

Shorter period

Longer period

Never started

Compliance to treatmentCompliance to treatment WITH medication

Do bear in mind that some patients tend to overestimate

their self-reported compliance

We all know that ... A variety of studies show that –

depending on country or culture,

depending on disorder,

depending on age,

depending on patient typology,

SELF-REPORTED COMPLIANCE

correlates with

ACTUAL COMPLIANCE

only moderately

to rather accurately.

Q What are reasons to deviate from what the doctor prescribed?

Top reasons to deviate from the prescriptionTop reasons to deviate from the prescription

Europe= 144 / Filter: If not compliant to GP prescription; non-significant differences found for non-compliance to SP prescription, but counts too low.

Forgot to use it 9%

ComplianceReasons for non-compliance?2

Symptoms disappeared 21%

Do not like medication 10%

No short term effect 9%

Side effects in the leaflet 9%

The price 4%

No (sufficient) refund 6%

The side-effects 6%

Regimen too complicated 4%

No belief in diagnosis 3%

Q What are reasons to deviate from what the doctor prescribed?

Top reasons to deviate from the prescriptionTop reasons to deviate from the prescription

Europe= 144 / Filter: If not compliant to GP prescription; non-significant differences found for non-compliance to SP prescription, but counts too low.

Forgot to use it 9%

ComplianceReasons for non-compliance?2

Symptoms disappeared 21%

Do not like medication 10%

No short term effect 9%

Side effects in the leaflet 9%

Little significant differences

were found between

men and women,

age groups,

or countries,

However, for the different

patient segments

some tendencies are clear…

NON-CONFORMISTS

HEALTHY LAIDBACK

EXPERTS

HEDONISTS OF LIFE

ComplianceReasons for non-compliance?

No need anymore after the symptoms disappeared.

The instruction leaflet mentioned side-effects that I wanted to avoid.

The purpose of the medication was not clear to me.

The instruction leaflet mentioned side-effects that I wanted to avoid.

I did not see short-term positive effects.

The price was too high.

The medicine had a bad taste, texture...

I did not see short-term positive effects.

The regimen was too complicated.

The instructions were not clear to me.

The price was too high.

3 Forgot to use it 9%

It is surely not always about

‘pushing’ them towards

the desired behaviour

It seems that

teaching them,

‘involving’ them,is necessary for many.

11.15 - 11.35 : Coffee Break

12.35 – 12.55 : Other new research methodsOther new methods in a nutshell

WEB 2.0

OLD MEDIA

Changes

CITIZEN

JOURNALISM

WE ARE THE

EVERYO

CRITIC

POWERF

CONVER

SATION

Patient 2.0

143 million adults are online to look for broader health related information

62.6 million adults are online to look for pharmaceutical information

Patient 2.0

European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting the Landscape, White paper, Manhattan Research, 2007; Among adult consumers in 10 countries surveyed:

Germany, United Kingdom, Spain, Italy, France, Belgium, Sweden, Poland, Netherlands & Portugal.

Top 7 conditions researched online:

1.Allergies2.Depression3.Obesity / weight management4.Cancer5.Trying to quit smoking6.Migraine7.Diabetes

Patient 2.0

European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting the Landscape, White paper, Manhattan Research, 2007.

Patient 2.0

They rate

doctors

Patient 2.0

They look for fellow

patients

Patient 2.0

Cancer

They tell you about

themselves

Patient 2.0

Parkinson’s Disease

They seek

support

Patient 2.0

And give support

Conversations !

A person like yourself or a peer

Doctor or healthcare specialist

Regular employee of company

Academic

Financial/Industry analyst

Accountant

Lawyer

ConsumersWOM

Q: When forming an opinion of a company, how credible would he information be from...

N = 925 / F = No

TOP 2 %Not credible at allVery credible

“It brings you answers to questions you didn’t ask”

Hans SchmeitsVP Global Marketing pharmaceutical company

ng Go on Safari

11.15 - 11.35 : Coffee Break

So let’s go on Safari128

Observational

Research

Observational researchSocial media netnography

If the observations are done on the internet – via social media, we speak about “netnography” (analogue to ethnography = the observation of offline conversation).

Sources that can be observed are various: forums, picture sites, blogs, online movies, review sites, microblogs, social networks, competitive websites with feeds…

Observational Research

= a data collection method where participants are not actively interviewed about the research subject. Instead, we observe what is told about it.

A bit like going on safari…

Observational researchA different research set-up

ACTIVE DATA COLLECTION using pre-defined research tools, traditional ones or innovative ones

ANALYSISanswering questions that were predefined

SURVEY/ TOPIC GUIDE DEVELOPMENTwhat do we want to ask

SAMPLINGselection of participants we want to talk to

FRAMEWORK DEVELOPMENT what do we want to observe?

which conversations interest us?

SAMPLINGselection of sources/moments you

want to observe

PASSIVE DATA COLLECTION with the aid of research blogs or

web scraping

ANALYSISCombination of quantitative &

qualitative analysis techniques + text mining

Observational researchSelecting what you want to observe

want to observe

webscraping

qualitative analysis techniques + textmining

The first step is about defining what we want to observe: what are the

subjects that interest us?

Which subjects interest us?

And we also need to define the

sources we want to observe?

Are there interesting blogs? Are there review sites that cover our subject(s)?...

Daily 2.0Your specialized online newspaper

Daily 2.0: Keeping the finger on the pulse 134

If the subjects of your interest are followed

via the sources of your interest

and the relevant “news” is gathered in one site,

we call this your “Daily 2.0”:

a specialized online newspaper.

The first step is about defining what we want to observe: what are the

subjects that interest us?

Which subjects interest us?

And we also need to define the

sources we want to observe?

Are there interesting blogs? Are there review sites that cover our subject(s)?...

LIVE DEMONSTRATION

Thank you to Merck Serono

Confidential

11.15 - 11.35 : Coffee Break

UCB went some steps further...

Observational researchAll the way

want to observe

webscraping

qualitative analysis techniques + textmining

Dominic, age 8, living with epilepsy

Listening to patients at UCB

Patient centric approach at UCB

Treatment for EpilepsyKeppra & Keppra XR

Vimpat

Environmental scan: what can we learn from spontaneous patient and caregiver feedback on social media?

The need for social media netnography...

Find hidden patterns

Social media netnography is more than blogtracking alone

Forum – Pictures – Movies – Blog – Microblog – review sites – social networks

Blogtracking

SOCIAL MEDIA

Popular social media

Specialised social media

Long tail: limited reach

It is all about influence...

Where?Where?

Datacollection through webscraping technology

Analysis with aid of text analytics (1)

Textmining can be applied on different types of unstructured informationComplaint or contact forms ( fi. on customer websites, emails, leaflets, etc.)

Qualitative plug-ins in quantitative data

Qualitative data generated through online focus groups, bulletin board, etc.

Open questions in quantitative surveys

Textual user-generated-content on social media like blogs, forums, social networks, etc

The Methodology for managing textual data depends on the level of detail required and amount and richness of the text that needs to be analyzed.

# verbatims

Manual coding by researcher

Participant coding*

Textmining

* Only applicable on verbatims that are incorporated in online surveys

Analysis with aid of text analytics (2)

Semi-automated system

More objective coding

Faster coding of big samples

Similar but richer coding in comparison with traditional coding and coding by participants

Sentiment analysis

Possibility to obtain extra information about the valence of the verbatim in an automated way

Get the most out of your data

Results can easily by linked to other questions in the quantitative survey and therefore be used in predictive analysis

Detect hidden patterns with the aid of co-occurance & text-link analysis

Excitement

Relaxed

Social

Beauty

Violence

Swear words

Despair

Loneliness

Elated, Excited, Enthusiastic

Contented, Relaxed, Satisfied

HappinessHappy Joyful

Cheerful SatisfiedProud

Sadness

Trust, Love, Respect

Beautiful, Admired, Attractive

Aggressive, Abusive, Dominating

Agony, Despair, Ashamed

Tired , Bored, Weak

Lonely, Rejected, Alienated

SurpriseAmazed Surprised

Astonished

FearAfraid NervousTense Worried

Insecure

AngerAngry FuriousMad Irritated

Resentful

SadnessSad DisappointedRegretful Gloomy

Pessimistic

DisgustDisgust Contempt

EnglishDutchFrenchGermanSpanish

// Descriptive quantitative analysis: What? How many? Etc.

Discover hidden links between categories of one person, brands, type of websites

Check original verbatims qualitative

Fusion of analysis techniques

Social media netnographyAnalyses: augmented model of text mining analyses

bottum-up versus top-down

Start with analysis question

Define variables in your question

Operationalize variablesCategory = extracted terms

based on dictionaries, scannign & codebook

Top down

Give the cluster a meaningful name

Detect groups of terms

Extract terms based on dictionaries & scanning

Bottom up

Three types of reporting

DESCRIBE

Ad hoc social media research with limited

scopeReport can be

delivered in a couple of days

UNDERSTAND

Ad hoc audit with in-depth analysis

Measure over time in dashboard

what do consumers think of the new

promotion?

How do consumers react on an

unexpected event?

How can I adapt my communication/

product on the short term

Complete post test of communication

campaign

Customer satisfaction based on different touch points

Analysis competitive landscape and online

branding

Get day-to-day feedback on buzz

about your brand or product

Track touch points over time

Follow the interest of your consumers

What did they tell UCB?

OVER 30.000 ANSWERS

Confidential

11.15 - 11.35 : Coffee Break

health

WHAT ELSE IS NEW?

We connect (you) with health professionals

NEW METHODS 1. Online Discussion Groups 2. Web-facilitated Depth Interviews 3. Blog Research

Online discussion groupsVery interactive, maximal use of projective techniques,

no geographical limitations, very efficient (no travel time or costs), client interaction possible...

Online discussion groupsVery interactive, maximal use of projective techniques,

no geographical limitations, very efficient (no travel time or costs), client interaction possible...

User friendliness is key

1Individual private notes physicians – visible for moderators

Chat discussion between participants & moderator

White board: image, video, text, pointing, drawing,....

Moderator guide

Client/observation room:interaction with moderator and interaction between team is possible via this chat box

Suitable for any target group

Global, uniform & reliable

In-depth involvement during the group

Beyond the classic 2-hour limit

5Pre homework Post bulletin board

Less is more ...

Top-of-mind fast processing

Cognitive processing

Ad remstimuli based

feedback

Social contexttriggeredcognitive

processing

Memory

2 levels of information processing & sharing

STIMULUSMATERIAL

Traditional + innovative moderating

Sentence completion

Avatar creatio

Photo sorting

Associations

The ideal sales rep The ideal sales rep is ...is ...

Unlocking insights to all stakeholders

Decrease of real and hidden costs

Web-facilitated depth interviewsValid alternative for face-to-face interviews

Voice-over IP with possibility to show audi-visual stimuliDepth analysis of digital platforms possible

Web-facilitated depth interviewsValid alternative for face-to-face interviews

Voice-over IP with possibility to show audi-visual stimuliDepth analysis of digital platforms possible

Participant @ home

Interviewer @ InSites office

Clients @ office / home

Direct chat

Web-facilitated depth interviewsScreenshot of the platform

Direct chat

Blog research(e.g. cholesterol management, birth control, smoking cessation,

weight loss, personal hygiene…) .

Blog research(e.g. cholesterol management, birth control, smoking cessation,

weight loss, personal hygiene…) .

Blog research = online diaries by physicians.

Physicians have access to an online diary platform which they fill out on a regular basis during a well-defined period in time.

Topics can vary:

Patient case reporting: every physician reports on a regular basis about 5 to 10 patients

Sales & Marketing evaluation: physicians report on how they experience different touch points (rep visit, conference, detail aids...)

Day-in-the-life from: what does you day look like, what are challenges, what are highs / lows...

Blog researchKey benefits

Informational, providing better research insights

Participants are in natural and comfortable setting

(own office, own PC, easy interface, no hassle with paper & pen...)

Real-time follow-up of data collection and quality by moderators is possible

Transformational, doing things that were previously not possible

Interaction with the participants is possible, both ad hoc (to better understand a certain post) or planned

(e.g. after a certain time a community can be opened, allowing physicians to interact about certain aspects)

Automational, conducting interviews more efficiently

There are no cost to digitalize the diary input collected (and no data is lost due to bad handwriting)

It is easy to adapt the diary set-up over time (not wasting prints that have been prepared)

The blog research can be coupled to other methods (e.g. Web-facilitated depth interviews, Online

discussion group) without an extra recruitment cost

Let’s eat

Contact details

Magali GeensDirector Health ResearchMagali@insites.eu Tel. +32 9 269.16.04Mobile +32 497.523.526

www.insites.eu Regus Rotterdam

info@insites.eu BrainparkEvergemsesteenweg 195

Lichtenauerlaan 102-120B-9032 Gent 3062ME

RotterdamBelgium The

NetherlandsTel. +32 9 269 15 00 Tel. +31 10

204 56 71Fax. +32 9 269 16 00 Fax. +31

10 204 55 55

11 mio euro turnover

+2.5 mio panel members in +25 countries

80 employees

Projects in +35 countries

Offices in Ghent – Rotterdam – London – Geneva

Yearly growth +40% last 7 years

Since 1997

Full-service

Independent

Working for 40% of best global brands (2008)

In a nutshell

We believe ...in the power of new research methodsfor better marketing decision making

InformationalProviding more depth to research insights

TransformationalDoing things that were previously not possible

AutomationalConducting research more efficiently

We believe ...in connected research

Everything we do is aimed at enhancing intimacybetween you, your market and us.

We believe ...in sharing and co-creating

5% of our turnover is invested in R&D10 ESOMAR papers over the last 2 years

Academic links all over the worldNo black boxes

Co-development with clients Co-development with academia

Our health references

health smartees 2009

insites consulting

director health research

paneuropean health study

health smartees introduction

new research methods

patient netnography

new methods

patient results

Business

from aha! to eureka smartees webinar

health smartees 2012

the future of surveys smartees seminar

1. smartees - at a glance...2 smartees - acceleration...

co-creative innovation smartees workshop

collaborating for growth smartees seminar

transforming consumer experience smartees workshop

smartees summer school: the consumer consulting board

the consumer activated organisation smartees seminar

the chief consumer officer smartees seminar

just missed arf re:think smartees breakfast

smartees summer school: how to market, research?

smartees summer school: the art of insighting

memefication of insights eat 'n learn smartees

engaging generation y smartees webinar

smartees webinar: consumer understanding

engaging surveys smartees webinar

belgian research communities smartees 2012

insight-driven innovation smartees breakfast

co-creating concepts & ideas smartees webinar