using big data tools to mine and map the patient...
TRANSCRIPT
Using Big Data Tools to Mine and Map the Patient Journey
ANXLALLIANCECOMPANY
As featured during the DTC National Conference 2016
In our pursuit of
Personalization Filling health disparities Relevant content Patient engagement Cultural competence Better outcomes
What is keeping us from getting the right insights at the right time to
make the right decisions?
Data
most
The U.S. is the
expensive country to conduct market research -ESOMAR
Methodology Legal approvals Questionnaires Screening Recruiting Limited diversity Traveling Downtown Long waits $$$$$$$$$$$$$$
One in three American adults have gone online to figure out a medical condition
Source: Health Online Pew Research
Source: Health Fact Sheet- Pew Research
82% of internet users say they have gone online to find others and interact with
those who might have health concerns similar to theirs.
46% of caregivers go online for a
diagnosis
Could we turn these discussions into
actionable insights?
A proprietary big-data methodology that delivers actionable insights from unbiased, unfiltered and real-time digital discussions. Imagine having the ability to map motivational, cultural, emotional and behavioral drivers and barriers across segments through their patient journey. www.culturintel.com
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YES!.
WHAT IT IS…
Quantitate evaluation of qualitative organic data
Organic, unbiased, unfiltered,
real time
Observational based on very large data sets
Enhance to existing research
protocols
WHAT IT IS NOT…
Yet another social listening tool
Predictive and projectable
Replacement to quantitative research
COLLECT Using an arsenal of tools, digital discussions are collected from topical sites, reviews, blogs, content sharing, message boards, comments and social media.
ANALYZE Artificial intelligence, keyword Boolean, search analysis, keyword spiders, site scraping, text analytics, machine learning/tagging, clustering/relational adjacency analysis, entity analysis and segmentation.
REPORT Social Cultural Intelligence™ reporting insights around discussion sources and context, motivational, cultural and emotional drivers and barriers. Also, mapping of patient journeys.
1 2 3
Cultural Intelligence™ in 1-2-3
3-6 week turn-around time analyzing last 6-18 months of discussions
A process that takes weeks instead of months to map the patient journey
using hundreds of thousands of patient and caregiver
discussions!
[ Analyzed by usage, gender or cultural segments like women, men, Millennial, Hispanic, African American, LGBT, etc…]
Understanding Barriers to Breast Cancer Treatment Using a Novel Social Media Approach “We present powerful, real world data using this new modality for qualitative research, capitalizing on the rich conversations occurring on-line for patients with breast cancer. Future research should further focus on how to employ and learn from this type of social intelligence research.” - 2015
With strong academic validation [ Passing the test of the research community at Harvard resulting in a published study by the Breast Cancer Research and Treatment Medical Journal- May 2016 ]
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A peek into three conditions
The universe
BREAST CANCER
OVERALL= 387,238 HISPANIC= 17,425 AFRICAN AMERICAN= 34,464
Emotional, physical, and spiritual sentiments expressed about breast cancer 1 year (2/1/14-1/31/15). Heart Failure Based on 12 Months of unbiased discussions as of February 2016
HEART FAILURE
OVERALL= 2,465,384 HISPANIC= 43,341 AFRICAN AMERICAN= 87,143
Past examination of barriers to breast cancer treatment receipt has typically been limited to registry or claims-based studies or smaller, survey-based analyses.
What Are The Destinations Where Discussions Are Taking Place Around Breast Cancer?
N= 387,238
Key Breast Cancer Discussion Topics What Are They Talking About?
diagnosis28%
treatment29%
informa=on19%
preven=on24%
diagnosis38%
treatment29%
informa=on22%
preven=on11% diagnosis
27%
treatment37%
informa=on22%
preven=on14%
Overall Hispanic African American
N=387,238 N= 17,425 N= 34,464
What Are The Treatment Barriers Discussed by Segment?
15 22 24
21
24 25 23
14 17
7 11
9 18 9 6
9 13 13
7 7 6
Overall Hispanic AfAm
resources beliefs emotional relationship physical HCP process
N=387,238 N= 17,425 N= 34,464
What Are The Types of Drivers Behind the Barriers Discussed?
Socio-cultural
Organizational / Experiential
Situational
Psychological
Belief systems • gender • family • sickness • cultural • spiritual
Organizational/ HCP Experience • Perceptions of care • HCP interactions • Healthcare system • Prior experiences
Circumstantial • insurance • job • income • accessibility • responsibilities
Emotionally driven • Emotions • Feelings • Fears
DRIVERS
Barriers Discussed Through The Patient Journey (Overall vs. Hispanic)
21 18 18 16 25
30 31 32 27 25
21 22 21 16
19
28 29 29 31 31
prediagnosis diagnosis assesment decision to treat
treatment
6 13
28 21 29 24
28
24 18 20
43 35
22 19 25
27 24 26 24 26
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
prediagnosis diagnosis assesment decision to treat
treatment
organizational socio-cultural psychological situational
Overall =387,238 Hispanic = 17,425
Socio-Cultural verbatim: “We don’t go to the doctor until we’re very sick” “Breasts cancer doesn’t run in my family“ “…if you believe in a great Creator, this is the part of the plan and my plan for health”
18%
41% 6%
8%
27% blogs message boards social networks content sharing topical sites
N=2,465,384
What Are The Destinations Where Discussions Are Taking Place Around Heart Failure?
71 61 58
21
22 31
8 17 11
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Hispanic AfAm
other
caregiver
self
Who Is Engaging in the Discussions? Caregivers and others (family) are more engaged for ethnic segments
N=2,465,384 N=43,341 N=87,143
39% 41%
47 39
67
17 24
9
36 37 24
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Hispanic African American
share info answer ask
What is the Context of the HF Discussion? Hispanics are community-oriented and share information a bit more than the rest. AA are asking questions about conditions at higher rates. This shows a hunger for information and support for themselves and their community.
N=2,465,384 N=43,341 N=87,143
28 34 39
19
24 16 9
4 4
14 5 7
18 24 27
12 9 7
Overall Hispanic AFAM
symptoms treatment prevention causes diagnosis info
What Topics Are Being Discussed by Segment? Ethnic segments are more reactive to the condition and are looking to find a solution to their condition vs. understanding the causes or ways to increase prevention. This shows a need for curating information in a culturally relevant way.
N=2,465,384 N=43,341 N=87,143
What Are The Barriers to Care By Segment?
23 22 20
9 19
15
14
22 24
30 15 19
24 22 22
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Hispanic Af Am
situational
informational
experiential
psycho-cultural
economic
Between my job and family
responsibilities I just don’t have
the time to go to the doctor
Health is different if
you’re black..
N=2,465,384 N=43,341 N=87,143
14
39 42
86
61 58
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Hispanic AfAm
life disruption
HCP problems
Top HCP barriers/ issues 1. Previous care outcome/quality 2. Communication problems 3. System complexity/confusion 4. Access/logistical factors
Experiential Barriers to Care by Segment
N=2,465,384 N=43,341 N=87,143
2.7x 3x
Motivational Drivers by Patient Journey Stage By Segment
613
28 29 2424
28
24 20
14
43
3522 25
25
27 24 26 2632
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
prediagnosis diagnosis assesment treatment posttreatment
situa=onal
psychological
socio-cultural
organiza=onal
DriverSkew:Emo=onaltoprac=cal
OVERALL-N=2,465,384
21 18 18 1625
3031 32 27
25
21 22 2116
19
28 29 2931 31
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
prediagnosis diagnosis assesment treatment posttreatment
situa=onal
psychological
socio-cultural
organiza=onal
DriverSkew:Beliefsystem/situa=on
2229 25 27 30
17
18 18 20 17
2821 17 21 19
33 32 30 32 34
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
prediagnosis diagnosis assesment treatment posttreatment
situa=onal
psychological
socio-cultural
organiza=onal
DriverSkew:Situa=on/emo=on/HCPissues
HISPANIC-N=43,341
AFRICANAMERICAN-N=87,143
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blogs!11%!
message boards!35%!
topical sites!37%!
social networks!
8%!
content sharing!
9%!
Data source channels over 12 months of data (ending 5/30/16 )!
• Total N= 285,384!• Patients N= 203,736!• Caregivers N= 35,384!• Hispanic N= 33,374!• AfAm N= 54,394!• Asian N= 12,182!
!
Analyzing a universe of 285K+ diabetes patient and caregiver conversations
Powered and informed by!
Diabetes Patient Journey Analysis
Diabetes Patient Journey Example
PRE-DIAGNOSIS DIAGNOSIS TREATMENT
MAINTENANCE/
CONTROL
Hispanic N= 33,374 . AA N= 54,394 !% of Hispanic conversations vs. % overall conversations by stages from CulturIntelTM!
6% 14% 43% 37%OVERALL!
0% 25% 56% 29%HISPANIC!
Health literacy!Access!
Family mindset!
+Financial!HCP interaction
(Respeto)!
No preventative mindset (diet/
exercise)!
AA! 0% 32% 51% 17%
Health literacy!Access!
Family mindset!Faith/ believes!
+Financial!HCP interaction
(Protective Silence)!
No preventative mindset (diet/
exercise)!
implications
Designing content, patient/ HCP tools, campaigns, engagement programs and overall interventions based on the quantitative evaluation of qualitative data.
PRE-DIAGNOSIS DIAGNOSIS ASSESSMENT TREATMENT POST
TREATMENT
Situational Psychological Socio-cultural Organizational
Checkmarksindicatethe#1mo=va=onaldriverforeachsegmentthroughthepa=entjourney
Making Decisions Based on Key Discussions [ Needs ] By Segment Through the Patient Journey
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PHARMA
• Identify the right topical discussions across segments to translate into content, tool and marketing strategies
• Development of integrated health programs aligning to related conditions and symptoms • Identify tonality and language to deliver culturally relevant messaging around topics based
on sentiment and cultural nuances • Identify relevant stages to introduce tools, programs, and channels to intercept and
influence patients through the treatment-journey • Identify the channels and influences that impact each segment • Opportunity to run pre and post studies to evaluate campaign/ program impact • Opportunity to dive deeper into geo-targeted and micro targeted topics and communities • And more…
SYSTEMS OF CARE PAYORS ASSOCIATIONS
CONFIDENTIAL
Adding value to all stakeholders
Types of Deliverables
• Barriers/ Drivers: What are the influencing decision/usage/perceptions • Motivational Profiles: What are the underlying factors • Brand Analysis: Brand/company/competitor profiles strengths/weakness’/opportunities
(how is my brand/company perceived versus category • Journeys: decision journey /usage journey / patient journey (based on category CPG,
health, etc.) • Sentiment Analysis: What drives preference • Segmentation: Cultural/ usage/ psychographic/ generational/ etc. • Needs: Analysis and gaps • Lexicon Analysis: How does the user/target/consumer talk about the subject, what words
do they use. • User-defined: Perceptions
Applied to mine intelligence ranging everything from brand insights to healthcare barriers to even political candidate affinity!
REPORT CONTENTS
LEVEL 1 LEVEL 2 LEVEL 3 DISCUSSION DESTINATIONS Where are discussions taking place x x x
USER/ SPEAKER ANALYSIS Type of user that is driving the discussion x x x
SEGMENTATION OVERVIEW* Type of user engaging in the discussion across segments*
x x
CONTEXT ANALYSIS Analysis of the context that drive users to discuss (share info, answer, ask)
x x x
by segment (s)* x x
TOPIC ANALYSIS Breakdown of the topic that are driving the discussion
x x x
Deeper dive into topic analysis Deeper analysis of leading topics (i.e. what topics are discussed by segment)
top 3 all
by segment(s)* x
SENTIMENT DRIVERS x x
by segment(s)* x
MOTIVATIONAL DRIVERS Main motivators of the conversation (situational, physiological, socio-cultural, organizational)
x x x
by segment(s)* x
NEEDS/UNMET NEEDS x x
by segment(s)* x
BRAND PROFILING/ MAPPING client client + 2 client +4
CONSUMER JOURNEY Mapping of discussions at each stage of the consumer by segment
x x
by segment(s)* x
Motivational drivers by journey stage Outline of motivational drivers at each stage of the journey by segment
x x x
by segment(s)* x x
CONCLUSIONS & IMPLICATIONS Summary of implications and opportunities to impact the consumer journey
x x x
A-la-carte reports can also be customized based on your needs
*Demographic/ cultural/ geographic / gender / generational