forum do cidadão

Copyright © 2017 IQVIA. All rights reserved.

Social Media Listening

Pedro Gomes, Country Principal

Fórum do Cidadão

Infarmed

1

3Vs of big data

Social Media follows the same principles of big data

Infarmed | Social Media Listening | May 2018

Source: whishworks.com; CloudTweaks.com; Marketoonist.com

2

Multiple Channels

Social Media is everywhere!


3

Traditional forecasts of the US presidential election and the BREXIT referendum

How relevant is Social Media?Example from politics

47%

44%

9%

Final forecast for the US presidential election

Hillary Clinton

Donald Trump

not defined

46%

44%

10%

Final forecast for the BREXIT referendum

Remain

Leave

Undecided

Even shortly before the election/ referendum, traditional forecasts could not predict

the actual outcomes


Source: IQVIA Consulting

https://today.yougov.com/news/2016/11/07/final-economistyougov-poll-shows-clinton-4-point-n/

http://www.mirror.co.uk/news/uk-news/eu-referendum-2016-poll-results-7699714

4

Sentiment Analysis

How relevant is Social Media?Example from politics


US electionsBrexit

Trump: +979.729 12.640.852 follower

Clinton: +1.004.342 9.912.300 follower

Trump: 59% Clinton: 41%

Clinton43%

Trump57%

Final Presidential election results

Exit52%

Remain48%

Final Brexit referendum results

Clinton had a higher increase in followers

Trump had the higher amount of followers overall

Sentiment for Clinton was

better than for Trump:

However, Trump had a higher engagement rate and higher share

of voice:

Sentiment analysis was able to predict clear tendencies:

Brexit was connected with joy

While the connection of remaining in the EU with fear increased

significantly


http://www.socialmediatoday.com/technology-data/using-social-media-data-predict-result-2016-us-presidential-election

https://www.linkedin.com/pulse/did-social-media-predict-brexit-errol-apostolopoulos

5

Social Media – and impactful research data source

How relevant is Social Media in the Healthcare environment?

Social Media

conversations

involve a

health related

topic

20% ofsay Social Media affects how

they cope with a chronic

condition, their view of diet and

exercise, and their choice of

doctor

40% of patients patients research

doctor’s prescriptions, 40%

naturopathic medications, and

36% research equivalent

medications

55% of

50% of

physicians say they are

influenced by user-generated

content and 25% of physicians

use Social Media daily to seek

medical information

8-9% of brands

worldwide have programs in

place or under consideration for

active engagement with patients

through Social Media


6

Number of Published Digital Health Efficacy Studies over Time

Numbers on related published studies also reinforce the importance of Digital in Health


7

Disease-Specific Apps by Therapy Area

The numbers of apps has increased exponentially, as have the number of disease areas covered


Sources: 42 Matters, Jul 2017; Mevvy, Jun 2015; IQVIA AppScript Database, Jul 2017; IQVIA Institute, Jul 2017

Note: Includes digital health apps publically available to consumers via the Apple Store and Google Play

8

Opportunities with Social Media

Social Media is a new and impactful source for real-world insights


Social Media

conversations

involve a

health related

topic1

20% of

patients research

doctor’s prescriptions,

40% naturopathic

medications, and 36%

research equivalent

medications3

55% of An impactful new data

source that enables informed

decision-making for healthcare

Unprompted real-time

insights and main trends related

to KPIs such as preference,

switching behavior, compliance,

campaign performance and key

influencers

Retrospective real world

analysis reflecting market

realities

The sheer volume, as the data is

unstructured, diverse and located in tens

of millions of sites

Bringing structure to

unstructured data with precision

and a healthcare focus

Compliance with FDA, EMA, EU, and

international regulations and laws

The challenge

The opportunity

9

Digital vs. Analogue age

Social Media plays a key role in every step of the healthcare patient journey


10

Digital Health at all stages

Digital Health exists Throughout the Lifetime of a Patient’s Condition


11

Social Media Listening Approach

Social Media leveraged throughout the lifecycle of a drug


Pre-launch Launch Post-launch Maturity

ob

jecti

ves

Listen to social media, online search and other web channels for pre-defined keywords

Listen

Human analysis

provides insights to

address objectives

defined for project

Evaluate & Act

Visualize data on customizable KPIs and issue alerts based on necessary requirements

Analyze

Auto-categorize the content based on pre-defined and customizable ontologies

Ask

Understand unmet

needs, generate new

ideas, discover

patients’ needs,

recruitment for surveys

Monitor treatment

activities while

detailing patient

preferences and

adjusting clinical needs

Develop a target-group

oriented customer

communication,

performance

measurement with

social KPIs and also

market monitoring

Validate product

claims, understand

actual medical care

situation and applicate

experience, measure

of social KPIs

Develop patient

support programs, with

definition of content for

informational

campaigns

Dev./clinical

trials

12

Topics to analyze in Social Media

Analysis can go from “very basic” google search trends...


Google search

trends

Google search trends for specific diseases and

therapeutic areas;

Evolution of diseases, geographical concentration,

etc (e.g. predict seasonal diseases by increase in google

searches)

Conversation

volumes and

share of voice

Get insights where conversations about diseases are

happening and what are main topics, the how often

topics are mentioned across Social Media

Social data

switch overs

Analyze potential switch overs reported in Social

Media as early lead indicator for real-world switch

overs and understand reasons behind

Patient sentiment

(e.g. towards a

brand/provider)

Understand the sentiment towards a product or a

health provider and the drivers for the sentiment

13

Topics to analyze in Social Media

...to very detailed patient flow monitoring


Emotional patient

journey(s)

Drivers of non-

adherence/

persistence

Unmet patient

needs

HCP prescription

barriers

Understand patient unmet needs in terms of diagnosis/

treatment, support etc. and derive insights to e.g. feed

into patient support strategies or also to drive and

direct HCP training/ education

Find out about patient’s positive and negative

emotions patients

Get insights on what might prevent HCPs or patients

from prescribing or using specific drugs and check

what can be done to improve the situation

Learn about why patients might not be adherent/

persistent to their medication regime and use these

insights to e.g. (re-) tailor patient support programs

14

Social Media Listening Patient Flow & Sentiment

With Social Media, Patient’s Flow’s are given more unbiased inputs making them more realistic and attached to reality


13

After trying two subcutaneous treatment options, the patient opted

for an oral treatment due to tolerability issues

Inc

rea

sin

gly

Po

sit

ive

Em

oti

on

s

Gender: Female Age: 51 years

Duration with MS: 8 years

Current therapy: Aubagio (6-8 months)

Patient was diagnosed

with MS and she

started treatment with

Rebif; she experienced

high fever after every

drug dose.

“Ho scoperto la malattia

nel 2009. Sono in cura al

San Raffaele di Milano."

Per i primi 2 anni sono

stata curata con Rebif ma

ad ogni puntura saliva la

febbre a 38-40”

Patient switched to

Copaxone 20 mg, which

was later up-titrated to

40 mg. However, she

experienced aggravated

side effects from the

same.

“…Sono passata a

Copaxone 20, mi ha

causato palpitazioni,

tachicardia e problemi al

respiro ..."

“Poi ho provato Copaxone

40, ma mi ha causato gli

stessi problemi, ancora più

forti a cui si aggiungeva

rossore dall’ombelico fino

alla fronte”

Patient decided to

discontinue Copaxone

due to severe side

effects; physician

suggested oral

treatment such as

Aubagio or Tecfidera.

"...la reazione è stata

così forte da

spaventarmi così ho

spiegato al medico che

non intendevo continuare

questo farmaco ... "

“Mi è stato proposto di

passare alle pastiglie e il

medico me ne ha mostrate

2 tipi: Tecfidera e

Aubagio.”

Patient is currently on

Aubagio; her blood

tests showed better

tolerability for the drug.

"... Eccomi qui con il

risultato dei nuovi esami

del sangue. Come aveva

previsto il medico, gli

esami son rientrati nella

norma.

Per ora sembra che aver

cambiato terapia da

Copaxone ad Aubagio

sia stata una buona

scelta ... "

"... Gli effetti indesiderati

sono spariti dopo la prima

settimana, tranne la rigidità

della gamba che si

presenta dopo 1 ora e

mezza dall’assunzione

della pastiglia..."

“Mi ero convinta a

passare a Tecfidera

dopo aver letto questo

forum, il dottore però ha

insistito a darmi Aubagio,

dicendomi che è più adatto

alla mia situazione”

Patient opted for

Tecfidera based on

peer reviews but

physician suggested

Aubagio based on her

case.

Diagnosis and

Treatment Initiation

Treatment Modification: Switch to Another

Injectable Followed by Dose TitrationTreatment Modification: Injectable to Oral

Subcutaneous injection Oral pill

Patient ProfileMode of Administration

15

Social Media Listening – extreme example

Social Media also brings critical examples of public health that should be followed closely


Ryke Geerd Hamer (born 17 May 1935

in Mettmann, Germany), a German

former physician, is the originator of

Germanic New Medicine, also formerly

known as German New Medicine and New Medicine, a

system of pseudo-medicine that purports to be able

to cure cancer. The Swiss Cancer League described

Hamer's approach as "dangerous, especially as it lulls

the patients into a false sense of security, so that they

are deprived of other effective treatments."

Hamer held a licence to practice medicine from 1963

until 1986 when it was revoked for malpractice. Hamer's

system came to public attention in 1995, when the

parents of a child suffering from cancer refused medical

treatment in favour of Hamer's methods. Hamer has

been charged and convicted in several European

countries.

Beatrice Niciarelli, 30 years old,

described her day-to-day with

advanced stage cancer in a blog

that she started in May 2014. She

went on to specify what it meant to

go through treatment, and how

that was like being born a second

time. As she became more aware of

her condition, she felt the

importance of informing others. One

of the latest posts would refer the

“false cures” and discouraging

the use of non-medical care.

“Make the right choice, cure it with

medicines, not suppositions”

Source: IQVIA Consulting; https://ospiteinatteso.wordpress.com/; wikipedia;

https://ospiteinatteso.wordpress.com/

16

Social Media Listening example: Type 2 diabetes (T2D) conversations in Portugal

Out of +50K mentions of diabetes, the team focused (only) on ~2,5K for T2D


0

100

200

300

400

Q1 '15 Q2 '15 Q3 '15 Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16 Q1 '17 Q2 '17

English Portuguese

N = 2,593

Social Conversations on Type 2 Diabetes (Jan ’15-May ’17)

Conversations Trend by Language

58%23%

13%

5%1%

Twitter Facebook Blogs News Forums

Conversations Split by Platforms

“Pessoas que regularmente

dormem mais de 10 horas por

dia têm maior risco de doenças

cardíacas, derrame, diabetes

tipo 2 e depressão”

“Diabetes Reducer Effective

ways to manage your type 1

diabetes and even reverse type

2 diabetes”

17

Social Media Listening example: Topics of discussion

Different channels tend to be used by different profiles of people and also for distinct purposes


1%

35%

38%

18%

8%• Diet and lifestyle –Research articles

reporting study outcomes of T2D

related lifestyle modifications and diet

plans were shared online

• Diet and Lifestyle – Patients

discussed health related lifestyle

modifications, which included increased

physical activities and improved diet to

reduce or control T2D

• Devices – Online users shared articles

discussing the inconveniences of

conventional blood glucose monitors

• Awareness campaigns – Patient

support groups organized awareness

and educational campaigns involving

patients, physicians and caregivers

• Conferences – Support groups also

participated in conferences such as

EASD and Portuguese diabetes

congress. ‘Diabetes em Movimento’

shared content related to diet and

lifestyle management for T2D patients

• Mobile apps and devices – Articles

discussed latest advancements in

diabetes care through mobile

technology and devices

• Availability of HCP/drug – Patients

discussed topics relating to access of

drugs and specialists as well as their

associated costs

• Disease facts – Articles discussed

various factors that could increase the

risk of developing T2D

• Diet and Lifestyle –Articles discussed

ways to manage T2D by modifying diet

and engaging in physical activities

• Clinical trials – Results of various

studies and trials, such as the TECOS

and LEADER trial were shared

• Mobile apps– Articles discussed

mobile apps created by pharmaceutical

companies that helped T2D patients

monitor their blood glucose such as i-

Glycemia by Novartis

Top Topics for Discussion (T2D)

N=853

18

Social Media provides inputs in many different topics that would otherwise be very difficult to identify


Poor access to healthcare services

“O meu sogro diabético de férias na Sertã, foi ao centro de

saúde para lhe receitarem palhetas para a máquina de

diabetes. Informaram que só o medico de familia, a 200 km,

poderia receitar.... Esta acção é muito triste.” – Caregiver

Dissatisfaction with a standardized diet

“O problema está na própria dieta prescrita. Embora

houvesse um esforço de adaptar a dieta, a base era igual

para toda a gente, sem ter em conta as preferências e

hábitos de cada pessoa (isto, para mim, é fatal).”– Patient

Inconvenience of constant pricking for monitoring

"É muito importante este sistema para o Diabético porque

para medir são duas, três picadas antes da refeição e às

vezes mais fora dessas horas. Era bom que fosse

compartecipado"– Patient

Decreasing patients’ adherence

"Uso o sensor desde Dezembro 2016 e quando tirei o meu

braço estava neste estado. O médico que diz nunca até à

data ter visto esta reacção. Ainda não fui à praia, faço a

minha vida normal e acontece-me isto? Cada sensor custa

62€ ...“ – Patient

Concerns about insurance

“Here I usually see an endocrinologist once or twice a year for blood tests and general review, but otherwise just the GP when required. As a

diabetic and as I am over 60 I get prescriptions free. As I am some years from official retirement age of 65, I cannot use the S1 mechanism. I

would welcome any feedback or information from anyone who has faced similar situation, or who can clarify the healthcare position.” – Patient

Social Media Listening example: Topics of discussion

19

Social Media Listening example: Digital Presence

APDP has by far the largest online presence in diabetes

Digital Presence

Key Details

• Founded by Dr. Ernesto Roma in 1926, APDP is the

oldest diabetes association in the world, dedicated to

the treatment and support of diabetic patients

• In 2009, it was recognized by the International

Diabetes Federation as an Education Center and in

2011 it was also recognized as a reference clinic for

the treatment of children and young patients

“Muitos parabéns a toda a equipa, são excepcionais.

Acompanho o meu marido em todas as consultas

com o extraordinário Dr. Rui Duarte à cerca de 20

anos na APDP Diabetes. Ensinam-nos a viver uma

vida saudável, controlando a Diabetes de forma

exemplar. Um grande beijinho para todos :)” –

Caregiver

“Parabens!!!! Os meus heróis! Obrigado pela

mensagem forte de que a diabetes não é uma

barreira, obrigado pela atitude, obrigado por

colocarem o nome APDP no topo do mundo (Ok,

pronto, vá no topo da peninsula). Orgulho em

vocês.” – Patient

Likes: 12,858

Followers: 12,819

Visitors: 464

No of posts*: 170

Followers: 16

Tweets: 8

Followers: 258

Posts: 15

Company profile

Followers: 3

Subscribers: 98

Videos: 22

Online User Engagement Mix (N= 31,035)

57.5%41.3%

0.8%

0.8%

0.35%

57.5%

41.3%

0.05%

Total visits:

543,508

Monthly unique

visitors: 17,850

Source: IQVIA Consulting;

*Denotes number of social media posts on Facebook by APDP

APDP: Association for the Protection of Diabetics of Portugal


20

Social Media Listening example: Digital Presence

Numbers might not always be enormous, but the collected information is typically useful


*NJA: Young Nucleus of the Association for the Protection of Diabetics of Portugal

**AJDP: Association of Young Diabetics of Portugal


32%

28%

24%

16%

• APDP conducts cooking courses and talks by

nutritionist discussing eating habits and their impact on

T2D patients

• APDP also conducts workshops on ‘Digital Diabetes

Care’ which includes information on apps and devices

• APDP organizes patient screenings for blood glucose,

blood sugar and eye checkups for diabetic retinopathy

• APDP also conducts training physicians and nurses on

how to treat diabetic foot

• A walk through Lisbon on World Diabetes Day and

Futsal Tournament (including members of *NJA and

**AJDP) was organized by APDP

• The #MyHypoHero challenge encouraged patients to

share pictures with their diabetes heroes online

• APDP also promotes a diabetes challenge which

involves par

ticipants from the Municipalities, Health Units and local

pharmacies to conduct activities for prevention of T2D

N=25

Diet and Lifestyle Management (n= 7)

Events and Campaigns (n=8)

Physician Interaction (n=6)

Awareness Initiatives (n=4)

21

Social Media Listening - EASD Annual meeting in Lisbon

Specific events can also generate a lot of digital traffic


0

500

1.000

1.500

2.000

2.500

3.000

3.500

4.000

Se

p-8

Se

p-9

Se

p-1

0

Se

p-1

1

Se

p-1

2

Se

p-1

3

Se

p-1

4

Se

p-1

5

Se

p-1

6

Se

p-1

7

Se

p-1

8

Twitter

Volume of Social Media Data: EASD Conference 2017

Sep 8, 2017 – Sep 18, 2017

During Conference ActivityPre-conference

Activity

N = 14,947

Post-conference

Activity

Original tweets

40%Retweets

60%

Tweets to Retweets ratio

Twitter accounted for 99%

of EASD conversations

Source: IQVIA; *EASD: European Association for the Study of Diabetes

22

Social Media Listening – Identifying Key Social Advocates

Not only physicians are followed and “heard” in Social Media


Top Influencers

Dr Cristobal

Morales

Dr Francisco

Tinahones

Renza S

Dr Kevin Lee

Novo Nordisk

DiaTribe News

Sanofi

redGDPS

Diabetes Group

MSD

• Some pharmaceutical companies leveraged their large amount of social

media followers to run patient centric awareness campaigns and create buzz

about their presentations and talks at EASD 2017

• Pharma companies used specially designed hashtags to discuss various

themes and topics for optimized reach and engagement

• KOLs had the most influential presence on social media at EASD 2017

• They discussed a range of topics that included cardiovascular risk in T2D

patients as well the need to pay attention to mental health of diabetes

patients as the two are intrinsically linked

• They also shared details and pictures of conversations they attended,

creating buzz and awareness around the topics being discussed

Key Opinion Leaders (KOLs)

Pharmaceutical Companies

• Healthcare organizations and groups shared various clinical study results at

EASD 2017

• The aim was to create awareness around available treatment options, new

molecules, new devices and advancements in diabetes care

Healthcare Organizations and Groups


Note: Circles closer to center represent higher mentions during EASD 2017

Note: Size of the circles represent followers and reach

23

Pharmacovigilance topics

When performing Social Media analysis, one should always pay attention to Pharmacovigilance


Natural language processing and semantic search

Disease, conversation

and side effect ontologies

Identified compliance

issues are delivered to the

client organization and

integrated with internal

drug safety systems.

Custom syndicated

ontologies from

client projects

Structured and

unstructured

data

Review by pharmaco-

vigilance experts

(pharmacists and

physicians) 24/7

PV Command

Centre

Potential

risks

Rx Ontology

MeSH

(Medical

Subject

Headings)

AETracker

Ontology

Unified

Medical

Language

System

24

GDPR & Online purchases

Other challenges are also adding complexity to the process


forum do cidadão

Documents