conversation research: leveraging the power of social media in pharmaceutical market research
TRANSCRIPT
EphMRA CONFERENCE MASTERCLASS Social Media & Market Research
Main Title
slide wording
goes here
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…
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
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
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