social and mobile - insight innovation€¦ · online journey as related to diagnosis, treatment...

Join the Conversation! | #IIEXHealth

Social and Mobile: New Innovations in Day in the Life and Patient Journey Research


Today’s presenters

2

Shannon Childs Senior Vice President Ipsos Healthcare [email protected]

Emily Sobol Vice President, Social Intelligence Ipsos Social Media Exchange [email protected]

Join the Conversation! | #IIEXHealth 3

Today, social media and mobile technology

empower the proliferation and

sharing of consumer opinions like never

before.

Data sources and communication channels are countless and

expanding by the day.

As researchers, we are challenged to address an ever-

increasing need for speed while still

maintaining quality, rigor and depth of insight in our work.


2.5 hours

86%

93%

Why the buzz?

4

use their device to access the internet daily

use their device in a store

average daily time spent online on the device

of Americans own a smartphone 69%

100 million Americans used a mobile device as a healthcare tool

60% 64% 53% 45%

20% 44%

75% 81% 62% 61%

30% 56%

69%

18-24 25-34 35-44 45-54 55+ All

Smartphone penetration in the US

2011

2012

2013

2014

Join the Conversation! | #IIEXHealth 5 Source: Ipsos SMX Community Study (n=500)

31% of consumers

research symptoms

online as a first step when

feeling sick.

72%

who do research online after a doctor’s visit say the information they find could possibly influence

how they approach their treatment plan.

72%

who research initial symptoms

online also research their diagnosis or

treatment plan online after a doctor’s visit.

Consumers are online every step of the way


If I have a pain or a new symptom I have never had before, I would probably jump online and go to WebMD or some medical site and start researching. I

sometimes go online and research things after I visited the doctor to learn more about the diagnosis or treatment that they gave me or suggested to me. I feel

the more knowledge I have the better. And it confirms what my doctor has said and makes me feel that I am getting best care I can get.

– Linda, Community Member


Case Study Life Moments Research


Challenges Healthcare is often late to the party

•  Risk Aversion •  Regulatory Environment

No “killer app” for healthcare

•  Often, our objectives don’t require mobile •  Healthcare interactions not frequent

enough •  Accessing HCPs in the moment often

difficult

But sometimes, mobile can be just what you need to solve a problem…


Summary

u  Large, multi-country segmentation study to identify clusters of behaviors and needs that could be serviced by existing or new products.

u  Needed qualitative research to inform questionnaire design (particularly new and different unmet needs), but timelines were tight... VERY TIGHT!

u  After considering more traditional Day in the Life research (and realizing we did not have time), we used mobile devices to act as the vehicle for respondents to capture in the moment phenomena.

u  To maximize the richness of respondent’s answers, we wanted to create a system that presented respondent-specific stimuli.

u  And we only had one and a half weeks… for global research.

9


Research design

10

A quick online study to help populate a

segmentation study with new attributes to help identify unmet needs

Respondents used their smartphones to take photos related to the

category, and answered a few questions about

each photo.

English-speaking countries were utilized to

ensure speed Sample:

9 – US | 8 – UK 10 - Singapore

Methodology Screener

ê Explanation of set up

ê Questions on the photos

taken


“My eyes felt cool and

refreshed”

“It was like a whole new world…”

“Having the clarity to face

small print early in the day is important”

With this relatively contained methodology we captured over 330 photos and verbatims.

11

“Soothing and

comforting”

“Why don’t I just wear my

glasses”

“My eyes feel like they have piles of things in them by the end of the day”


Ongoing longitudinal information to inform subsequent research

designs

Library of images and open-ends to

bring multiple reports to life

Use of results

12

Craft new and emerging needs and behaviors stimuli for quantitative

segmentation questionnaire


Social Intelligence Case Study From pre-diagnosis through treatment


Why Social Intelligence for healthcare?

14

Due to the anonymity of online forums, consumers are more likely to speak about highly sensitive issues, as they would with their close friends.

Consumers have a desire to share with peers and seek advice when they feel insufficiently informed or in need of moral support.

Social Intelligence allows us to take what we already know about a particular category or client and fill in the gaps in a cost effective and efficient manner.

ANONYMITY EXCHANGE EFFICIENCY


Challenges •  Gain better understanding of online conversations

around a specific disorder and medication to determine how to create early awareness around the full spectrum of the treatment.

•  Understand triggers and influencers for conversation, including where people were going for information in each stage, principal themes, and alternative therapies.

•  Identify principal authors (and their challenges, fears and hopes) and whom they turned to as trusted advisors.


Approach

In order to meet the research needs of the client, Ipsos SMX suggested a “Deep Audit” research design with a two-stage analytic approach to uncover the driving topics around the various disease stages. We leveraged both a broad explorative approach as well as a pre-defined sample to focus on specific topics of interest.

16

Data was collected over

10 months

Sources focused on patient or caregiver conversations in

forums and blogs

Source analysis covered all source types including

general media


Recommended research process

17

CONTENT COLLECTION •  Source authorized content from

across the web, employing DMCA best practices for content integrity.

•  Manually review all pertinent drug

mentions to react to regulatory issues such as adverse events in compliance with industry protocols.

EXPLORATION •  Apply an explorative approach to

perform an unbiased analysis of the disorder and associated themes.

•  Leverage a “social journey” analysis to uncover new insights for additional strategic advice.

DRILL-DOWN •  Provide the needed framework to

answer dedicated business questions.

•  Focus on core questions such as patient or caregiver perceptions, opinions on specific therapies, etc.

17


Analytic concept

18

DISORDER CROSS ANALYSIS TREATMENT A

TOPIC A

TOPIC B

TOPIC C

THERAPY B

THERAPY A

THERAPY C

TREATMENT B

TREATMENT C

ADVISOR A

ADVISOR B

ADVISOR C

THERAPY STAGES

TRUSTED ADVISORS

DRIVING TOPICS

TREATMENT & PRODUCTS

EVALUATING PROGRESS - DISAPPOINTMENT

Search Health Patients Survivors

Medical Books

FINDING A PLAN - HOPEFUL

Books Articles

Search Health Patients Survivor

Doctor Health

MAKING SENSE - ANXIOUS

Doctor Health Boards Forums

Family

MY DOCTOR

MYSELF

Clarity People are trying to understand what is happening to them

and place it into context of their world

Confusion

The massive disruption to a person’s ‘normal’ existence brings chaos to their world. This manifests most in confusion at both the surplus and

scarcity of information available.

Trust As people seek options, they evaluate against the way they personally

frame the challenge. Ultimately, they decide when to find a trusted team and plan

Disbelief

Aspects of their journey that don’t match their mental framing pull them into a state of disbelief. Those that embark on the ‘myself’ route

experience this more.

Confidence Confidence is achieved and maintained by resolving

any concerns that arise along the way

Uncertainty

As people constantly evaluate the progress of the treatment, any aspects that bring unresolved concern begin to erode confidence and

trust and pull them into a world of uncertainty that re-circulates

Get it checked

Frame the challenge

Trusted team/plan

Loss of trust

Mental Foundation 1. Making sense of the emotional

turmoil to prepare for progress Seeking Answers 2. Exploring the options and identifying

a solution that fits their challenge Ongoing Evaluation 3. Looking for confirmation of a correct

decision and acting if a negative experience develops

The ‘XY’ word

React

Inform & Validate

‘Something’ happens

Educate & Test


Identified key themes and conversations within each stage of the disorder, and provided our client with a comprehensive picture of the online journey as related to diagnosis, treatment options and where people were going for information and advice.

Provided our client with triggers for the specific topics being discussed, the relevance of each topic, and specific points of opportunity within the journey to connect with consumer needs and build trust.

Impact


Thank you.

social and mobile - insight innovation€¦ · online journey as related to diagnosis, treatment...

Documents