Upload
insites-consulting
View
1.571
Download
0
Tags:
Embed Size (px)
Citation preview
HEALTH SMARTEES, June 11th
WELCOME @ InSites Consulting
Taking Health Research Forward
2Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
Confidential
3Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
12.45 – 13.00 : Questions before lunch?
4Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
FocusingFocusing on patients… on patients…
4Pan-European Health Study, © InSites Consulting, 2009.
5Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Pan-European Health Study, © InSites Consulting, 2009.
Focusing on patients...Focusing on patients...
WHY?
WHO?
HOW?
6Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Pan-European Health Study, © InSites Consulting, 2009.
Focusing on patients...Focusing on patients...
WHY?
WHO?
HOW?
7Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
7
Health has many stakeholdersand because of different factors,
the traditional focus on the physician
becomes intolerable in the future
8Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
8
Part of the focus shouldshift towards patients
as they are stepping forward andenter the dialogue
about their health
9Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Pan-European Health Study, © InSites Consulting, 2009.
Focusing on patients ...Focusing on patients ...
WHY?
WHO?
HOW?
10Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
08 In 2008 we have learned that...
Pan-European Health Study, © InSites Consulting, 2008.
11Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
09
12Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
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...
16Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
BUT ARE THEYALL ALIKE?
20
09
17Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
09
18Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Different patient segments 3-dimensional patient segmentation
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
24%
25%
21%
29%
20
09
Non-Conformist
Healthy Laidback
Hedonist of life
Expert
Detailed cluster description
19Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Different patient segments Meet the NON-CONFORMISTS
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
24%
25%
21%
29%
N Non-Conformists= 634
24%
20
09
Hedonist of life
Expert
Non-Conformist
Healthy Laidback
20Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
Meet ‘the’ patientMeet the NON-CONFORMISTS
24%
25%
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 ...
20
09
Healthy Laidback
Hedonist of life
21Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Different patient segments Meet the HEALTY LAIDBACK
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
24%
25%
21%
29%
N Healthy Laidback = 654
20
09
Non-ConformistExpert
Healthy Laidback
21%
Hedonist of life
22Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Meet ‘the’ patientMeet the HEALTHY LAIDBACK
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
24%
25%
21%
29%
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
29%
20
09
Non-Conformist
Healthy Laidback
21%
Hedonist of life
N Healthy Laidback = 654
Expert
They are more likely ...
Gender 59% Male
Age Equal Spread
Country Netherlands / France / UK
Income Higher Income
Household size Average
BMI Normal
Smokers Mix
Stress Level Low
Visit Frequency GP Only if necessary
23Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Different patient segments Meet the EXPERTS
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
24%
25%
21%
29%
29%
N Experts = 835
20
09
Non-Conformist
Expert
Healthy Laidback
Hedonist of life
24Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
25%
21%
29%
29%
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
00
9
Expert
Healthy Laidback
Hedonist of life
24% Non-Conformist
They are more likely ...
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
25Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Different patient segments Meet the HEDONISTS OF LIFE
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
24%
21%
N Hedonists of Life = 714
20
09
Expert29%Non-Conformist
Healthy Laidback
Hedonist of life
25%
26Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Meet ‘the’ patientMeet the HEDONISTS OF LIFE
NonConfirmist
Health Conscious
Hedonist
Expert
Involvement
Alte
rnat
ive
21%
29%
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
24%
20
09
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
Visit Frequency GP Only if necessary
27Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
25%
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
28Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Different patient segments Distribution across the countries
21%
10%
27%
21%
25%
28%
23%
24%
37%
25%
16%
20%
16%
28%
29%
32%
20%
36%
19%
21%
24%
26%
20%
27%
28%
36%
35%
25%
Belgium
Netherlands
France
Germany
Span
Italy
UK
Nonconformist Health conscious Hedonist Health Expert
29%
20
09
Significant differences between the countries (95%).
NON-CONFORMISTS EXPERTSHEDONISTS OF LIFEHEALTHY LAIDBACK
32Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
patients are DIFFERENTand they act DIFFERENTLYSO
32Pan-European Health Study, © InSites Consulting, 2009.
33Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
WHAT DO PATIENTS
DO FIRSTFIRST WHEN
THEY ARE SICK?
34Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
FIRST THEY
WAIT
FOR A WHILE
(and this waiting does not take place in a
waiting room!)
34Pan-European Health Study, © InSites Consulting, 2009.
20
09
35Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
THE DOCTOR’S WAITING ROOM ONLY APPEARS IN STEP 3
AFTER THEY HAVE WAITED
AND SEARCHED FOR INFORMATION
35Pan-European Health Study, © InSites Consulting, 2009.
20
09
36Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Flow of actionWhat do patients do?
Waited for a while
Looked for information
General Practitioner
Pharmacy
General Practitioner
Special Practitioner
Something Else
Q : What were the consecutive actions you undertook after you discovered you suffered from your disorder?
20
09
N Europe = 2841 / Filter = None
39Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Flow of actionWhat do patients do?
Looked for information
Looked for information
General Practitioner
General Practitioner
PharmacyGeneral
Practitioner
Pharmacy Pharmacy
Specialist / Something Else
Specialist
Specialist Specialist
Home Pharmacy Looked for information
Pharmacy / General
Practitioner
GeneralPractitioner
PharmacyInformation / Pharmacy
/ Specialist
General Practitioner
General Practitioner
Specialist Specialist
Something Else Something Else
20
09
N Europe = 2841 / Filter = None
Looked for information
General Practitioner
Pharmacy
General Practitioner
Special practitioner
Something else
Flow of actionsSegment split
NON-CONFORMISTS EXPERTSHEDONISTS OF LIFEHEALTHY LAIDBACK
40Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
41Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Information searchWhere do patients look for information?
N total = 628 / Filter = If looked up information.
89%
26%
25%
20%
14%
12%
12%
6%
4%
4%
3%
2%
Internet
Friends / acquaintances
Family
Health encyclopaedia (book)
Health article(s) I collected
Magazines
Patient folder(s)
Newspapers
Fellow patients
Library
Other
Patient organisations
56%
62%
51%
6%
* 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.
20
09
42Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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%
89%
26%
25%
20%
14%
12%
12%
6%
4%
4%
3%
2%
Internet
Friends / acquaintances
Family
Health encyclopaedia (book)
Health article(s) I collected
Magazines
Patient folder(s)
Newspapers
Fellow patients
Library
Other
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%)
20
09
43Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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.
20
09
44Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
45Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Using DestinationRx's free online tool, you can easily
compare drug safety and side effect information,
understand interactions and even find and apply to a
Medicare Part D plan for yourself or a loved one.
You'll also be able to get the most comprehensive list
of lower cost alternative medication options and
compare drug prices at local or
online pharmacies.
DestinationRx makes it easy to organize, manage
and access your medication information and make
prescription purchases - anytime, anywhere.
20
09
46Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
TrialX.org helps you find relevant
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
an email to the investigators with your relevant health
information.
20
09
47Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
prescribe to treat one of your
conditions (e.g., asthma), and safety check
these competing medications against your own health
profile. This service is free and requires registration.
48Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Looked for information
General Practitioner
Pharmacy
General Practitioner
Specialist
Something Else
20
09
49Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
09
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
Average
Average
50Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Conversation with the GP Empathy by the physician versus impact of the patient2
00
9
2
3
4
1 32
Empathy by doctor high
Imp
act
of p
atie
nt
low
high
low
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
51Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
52Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
24%
29%
29%
NON-CONFORMISTS
HEALTHY LAIDBACK
EXPERTS
21%
25%
20
09
HEDONISTS OF LIFE
53Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
24%
29%
29%
NON-CONFORMISTS
HEALTHY LAIDBACK
EXPERTS
HEDONISTS
21%
25%
Pan-
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
20
09
54Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
24%
29%
29%
NON-CONFORMISTS
EXPERTS
HEDONISTS
21%
25%
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
20
09
HEALTHY LAIDBACK
55Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
09
Active input of patient
Imp
act
of p
atie
nt
2
3
4
1 32
highlow
high
lowTotal submission
Participation
56Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Pan-European Health Study, © InSites Consulting, 2009.
Focusing on patients ...Focusing on patients ...
WHY?
WHO?
HOW?
20
09
57Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
57Pan-European Health Study, © InSites Consulting, 2009.
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
20
09
58Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
58
59Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
59
60Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
60
61Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
61
62Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
62
63Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
64Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
64Pan-European Health Study, © InSites Consulting, 2009.
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
20
09
65Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
(HOW) DO THEYGET TREATED?
66Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
TreatmentKinds of treatment
63%
16%
15%
5%
5%
3%
3%
2%
2%
2%
1%
7%
19%
Medication
An adapted diet
Physical exercise / sports
A vitamin cure
Homeopathic products
Physiotherapy
Surgical operation
Acupuncture
Manual therapy
Psychotherapy
Osteopathy
Hypnosis
Other
I did not follow any sort of treatment
N Europe = 2.841 / Filter = None
20
09
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%).
63%
16%
15%
5%
5%
3%
3%
2%
2%
2%
1%
7%
19%
Medication
An adapted diet
Physical exercise / sports
A vitamin cure
Homeopathic products
Physiotherapy
Surgical operation
Acupuncture
Manual therapy
Psychotherapy
Osteopathy
Hypnosis
Other
I did not follow any sort of treatment
63%
16%
15%
5%
5%
3%
3%
2%
2%
2%
1%
7%
19%
Medication
An adapted diet
Physical exercise / sports
A vitamin cure
Homeopathic products
Physiotherapy
Surgical operation
Acupuncture
Manual therapy
Psychotherapy
Osteopathy
Hypnosis
Other
I did not follow any sort of treatment
67Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
68Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
TreatmentKinds of treatment
63%
16%
15%
5%
5%
3%
3%
2%
2%
2%
1%
7%
19%
Medication
An adapted diet
Physical exercise / sports
A vitamin cure
Homeopathic products
Physiotherapy
Surgical operation
Acupuncture
Manual therapy
Psychotherapy
Osteopathy
Hypnosis
Other
I did not follow any sort of treatment
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%
20
09
Sig. Difference between countries (95%)
29%
69Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Changing habitsWho changes eating habits?2
00
9
No differences between
men and women!
13% of the
young
19% of the
elderly
follow a diet.
A typical reflex of the
Healthy Laidback
(20% diets).
63%
16%
15%
5%
5%
3%
3%
2%
2%
2%
1%
7%
19%
Medication
An adapted diet
Physical exercise / sports
A vitamin cure
Homeopathic products
Physiotherapy
Surgical operation
Acupuncture
Manual therapy
Psychotherapy
Osteopathy
Hypnosis
Other
I did not follow any sort of treatment
70Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
TreatmentMedication – Prescription or not?
57%61%
67%
60%56%
45%
58%61%
32% 23%
27%
27% 39%
38%
27%
28%
12%16%
6%13%
6%
17% 16%11%
57%
61%
67%
60%
56%
45%
58%
61%
32%
23%
27%
27%
39%
38%
27%
28%
12%
16%
6%13
%6%
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
57%
61%
67%
60%
56%
45%
58%
61%
32%
23%
27%
27%
39%
38%
27%
28%
12%
16%
6%13
%6%
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
57%
61%
67%
60%
56%
45%
58%
61%
32%
23%
27%
27%
39%
38%
27%
28%
12%
16%
6%13
%6%
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
20
09
71Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Treatment Medication – Who has most influence on the medication?2
00
9
Q Who had the most influence on the type/brand of medication you received? T
ype
of
med
icat
ion
Typ
e o
f m
edic
atio
n
Average
Average
Brand of medicationBrand of medication
The patient has a relatively big influence on the type and brand of medication (s)he receives.
Me
Friends / family / acquaintances
The pharmacist
The GP
The SP
Someone else0%
10%
20%
30%
40%
0% 10% 20% 30% 40%
N Europe = 1.778 / Filter : If medication treatment
72Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Me
Friends / family / acquaintances
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%
10%
20%
30%
40%
50%
0% 10% 20% 30% 40% 50%
Treatment Medication – Who has most influence on the medication in Belgium?
Average
Average
N Belgium= 251 / Filter : If medication treatment
Q Who had the most influence on the type/brand of medication you received? T
ype
of
med
icat
ion
Typ
e o
f m
edic
atio
n
Brand of medicationBrand of medication
20
09
73Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Treatment Medication – Who has most influence on the medication in Italy?
Average
Average
Me
Friends / family / acquaintances
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%
10%
20%
30%
40%
0% 10% 20% 30% 40% 50%
N Italy = 262 / Filter : If medication treatment
Q Who had the most influence on the type/brand of medication you received? T
ype
of
med
icat
ion
Typ
e o
f m
edic
atio
n
Brand of medicationBrand of medication
20
09
74Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Me
Friends / family / acquaintances
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-EU
0%
10%
20%
30%
40%
0% 10% 20% 30% 40% 50%
Treatment Medication – Who has most influence on the medication in Germany?
Average
Average
N Germany = 264 / Filter : If medication treatment
Q Who had the most influence on the type/brand of medication you received? T
ype
of
med
icat
ion
Typ
e o
f m
edic
atio
n
Brand of medicationBrand of medication
20
09
75Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Treatment Medication – Who has most influence on the medication?2
00
9
Q Who had the most influence on the type/brand of medication you received? T
ype
of
med
icat
ion
Typ
e o
f m
edic
atio
n
Average
Average
Brand of medicationBrand of medication
The pharmacist is attributed a relatively low influence.
Me
Friends / family / acquaintances
The pharmacist
The GP
The SP
Someone else0%
10%
20%
30%
40%
0% 10% 20% 30% 40%
N Europe = 1.778 / Filter : If medication treatment
75
76Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
Only 1 in 2 pharmacists actively enters the dialog with patients, enquiring about their health and their condition.
76
78Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
78Pan-European Health Study, © InSites Consulting, 2009.
Only in the UK this is much better: 7 in 10.
79Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
80Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
80Pan-European Health Study, © InSites Consulting, 2009.
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?
20
09
81Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
09
48%
22%
10%
15%
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.
48%
22%
10%
15%
Not linked to disorder
Visibly on display
Suggested by pharmacist
Asked for them
48%
22%
10%
15%
Not linked to disorder
Visibly on display
Suggested by pharmacist
Asked for them
82Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
82
48% of the extra
purchases are not intended
for the current disorder
(probably to re-fill the home pharmacy).
83Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
83
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!
84Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
09 The role of the home pharmacy
Administration / application of home pharmacy items
85Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
20
09 The role of the home pharmacy
Administration / application of home pharmacy items
86Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
The role of the home pharmacyThe instruction leaflet
N Europe = 387 / Filter: If administered / applied product
20
09
43%
38%
9% 9%
1% 0%
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?
87Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
The role of the home pharmacyThe instruction leaflet
N Europe = 387 / Filter: If administered / applied product
20
09
43%
38%
9% 9%
1% 0%
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?
88Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
88Pan-European Health Study, © InSites Consulting, 2009.
We should ensure they read the key instructions!
20
09
89Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
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
90Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
77%
24%
8%
6%
2%
1%
Started treatment
Adapted lifestyle
Other
Nothing
Changed treatment
Stopped treatment
74%
24%
7%
6%
5%
2%
Started treatment
Adapted lifestyle
Other
Nothing
Changed treatment
Stopped treatment
General PractitionerGeneral Practitioner Special PractitionerSpecial Practitioner
20
09
91Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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.
20
09
92Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
2%
7%
13%
37%
42%
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?
5%
5%
11%
51%
29%
Not at all
Rather not
Neutral
Rather well
Totally
80% 79%
20
09
General PractitionerGeneral Practitioner Special PractitionerSpecial Practitioner
Compliance to treatmentCompliance to treatment WITHOUT medication
93Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Compliance to treatmentCompliance to treatment WITH medication
Compliance to
treatment does
not significantly
differ after
prescription by
a specialist or
by a generalist.
20
09
94Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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.
94%
2%
0%
3%
0%
0%
0%
Took exactly as prescribed
Lower dose
Higher dose
Shorter period
Longer period
Never started
Other
20
09
General PractitionerGeneral Practitioner Special PractitionerSpecial Practitioner
90%
4%
1%
3%
0%
2%
1%
Took exactly as prescribed
Lower dose
Higher dose
Shorter period
Longer period
Never started
Other
Compliance to treatmentCompliance to treatment WITH medication
95Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
95Pan-European Health Study, © InSites Consulting, 2009.
Do bear in mind that some patients tend to overestimate
their self-reported compliance
20
09
96Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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.
20
09
97Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Q What are reasons to deviate from what the doctor prescribed?
1
2
3
4
5
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
00
9
97
Symptoms disappeared 21%
Do not like medication 10%
No short term effect 9%
Side effects in the leaflet 9%
6
7
8
9
10
The price 4%
No (sufficient) refund 6%
The side-effects 6%
Regimen too complicated 4%
No belief in diagnosis 3%
98Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Q What are reasons to deviate from what the doctor prescribed?
1
2
3
4
5
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
00
9
98
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…
99Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
24%
29%
29%
NON-CONFORMISTS
HEALTHY LAIDBACK
EXPERTS
21%
25%
20
09
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.
100Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
3 Forgot to use it 9%
101Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
101Pan-European Health Study, © InSites Consulting, 2009.
It is surely not always about
‘pushing’ them towards
the desired behaviour
102Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
It seems that
teaching them,
‘involving’ them,is necessary for many.
103Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
104Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
105Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
106Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
12.45 – 13.00 : Questions before lunch?
107Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
WEB 2.0
108Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
OLD MEDIA
Changes
CITIZEN
JOURNALISM
WE ARE THE
MEDIA
109Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
MAKE
BREAK
EVERYO
NE IS
A
CRITIC
NOW
POWERF
ULL
HUM
AN TO
HUMAN
CONVER
SATION
S
110Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
111Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
112Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Patient 2.0
113Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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.
114Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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.
115Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Patient 2.0
116Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Patient 2.0
They rate
their
doctors
117Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Patient 2.0
They look for fellow
patients
118Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Patient 2.0
Cancer
119Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
They tell you about
themselves
Patient 2.0
Parkinson’s Disease
120Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
They seek
support
Patient 2.0
121Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
121
122Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Patient 2.0
And give support
123Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Conversations !
124Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
13%
15%
7%
6%
5%
4%
4%
5%
41%
38%
29%
27%
26%
23%
20%
19%
34%
33%
43%
43%
41%
42%
35%
37%
8%
10%
15%
16%
19%
21%
25%
21%
4%
5%
6%
8%
10%
10%
16%
18%
A person like yourself or a peer
Doctor or healthcare specialist
Regular employee of company
Academic
Financial/Industry analyst
Accountant
Lawyer
Union
ConsumersWOM
Q: When forming an opinion of a company, how credible would he information be from...
N = 925 / F = No
54%
54%
36%
33%
31%
27%
24%
24%
TOP 2 %Not credible at allVery credible
125Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
“It brings you answers to questions you didn’t ask”
Hans SchmeitsVP Global Marketing pharmaceutical company
126Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng Go on Safari
126
127Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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 - 12.45 : Other new research methodsOther new methods in a nutshell
Tom De Ruyck, R&D, New Method Development, InSites Consulting
12.45 – 13.00 : Questions before lunch?
128Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
So let’s go on Safari128
129Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
129
130Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Observational
Research
131Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
131
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…
132Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
133Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Observational researchSelecting what you want to observe
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
webscraping
ANALYSISCombination of quantitative &
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)?...
134Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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)?...
135Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
LIVE DEMONSTRATION
URL
Thank you to Merck Serono
Confidential
136Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
12.45 – 13.00 : Questions before lunch?
137Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
UCB went some steps further...
138Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Observational researchAll the way
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
webscraping
ANALYSISCombination of quantitative &
qualitative analysis techniques + textmining
139Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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?
140Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
The need for social media netnography...
Find hidden patterns
141Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Social media netnography is more than blogtracking alone
Forum – Pictures – Movies – Blog – Microblog – review sites – social networks
Blogtracking
142Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
PO
PU
LA
RIT
Y
SOCIAL MEDIA
Popular social media
Specialised social media
Long tail: limited reach
It is all about influence...
Where?Where?
143Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Datacollection through webscraping technology
143
144Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
# L
eve
l of
de
tail
Manual coding by researcher
Participant coding*
Textmining
* Only applicable on verbatims that are incorporated in online surveys
145Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
Em
otio
ns
Excitement
Relaxed
Social
Beauty
Violence
Swear words
Despair
Weak
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
Nasty
146Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
EnglishDutchFrenchGermanSpanish
146
147Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
// 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
147
148Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
149Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
TRACK
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
150Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
What did they tell UCB?
OVER 30.000 ANSWERS
Confidential
151Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
12.45 – 13.00 : Questions before lunch?
152Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
health
WHAT ELSE IS NEW?
153Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
We connect (you) with health professionals
NEW METHODS 1. Online Discussion Groups 2. Web-facilitated Depth Interviews 3. Blog Research
154Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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...
1
154
155Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
User friendliness is key
1Individual private notes physicians – visible for moderators
Chat discussion between participants & moderator
Lis
t o
f p
hys
icia
ns
par
tici
pat
ing
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
156Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Suitable for any target group
2
157Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Global, uniform & reliable
3
158Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
In-depth involvement during the group
4
159Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Beyond the classic 2-hour limit
5Pre homework Post bulletin board
160Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Less is more ...
6
161Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Top-of-mind fast processing
Cognitive processing
Ad remstimuli based
feedback
Social contexttriggeredcognitive
processing
Memory
2 levels of information processing & sharing
STIMULUSMATERIAL
7
162Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Traditional + innovative moderating
Sentence completion
Avatar creatio
n
Photo sorting
Associations
The ideal sales rep The ideal sales rep is ...is ...
8
163Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Unlocking insights to all stakeholders
9
164Learnings of taking qualitative group discussions online© In
Site
s C
ons
ulti
ng
Decrease of real and hidden costs
10
165Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
2
167Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Web-facilitated depth interviewsScreenshot of the platform
Direct chat
2
169Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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...
...
3
170Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
3
171Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
172Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
20
09
173Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
173
Let’s eat
174Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Contact details
Magali GeensDirector Health [email protected] Tel. +32 9 269.16.04Mobile +32 497.523.526
www.insites.eu Regus Rotterdam
[email protected] 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
20
09
175Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
176Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
177Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
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
178Pan-European Health Study, © InSites Consulting, 2009.© In
Site
s C
ons
ulti
ng
Our health references