Digital Dissemination of Scientific Poster Presentations via#2

Digital Dissemination of Scientific Poster Presentations via Quick Response (QR) Codes: Implementation and AnalyticsQuick Response (QR) Codes: Implementation and AnalyticsJ.R. Meloro, ISMPP CMPPTM1, Kristen Letrent, PharmD, BCPS, ISMPP CMPPTM1, J C R PhD RN1 J hi A S ll D PH MPH1 C t S tt PhD1Joanne C. Ryan, PhD, RN1, Josephine A. Sollano, DrPH, MPH1, Cate Scott, PhD1

1Pfizer Oncology Global Medical Communications, New York, NY, La Jolla, CA, Walton Oaks, UK.

Figure 2 Congress Poster Download Platform Figure 5 Visit DurationABSTRACTObjective. Use of quick response (QR) codes isincreasingl biq ito s across m ltiple ind stries

Figure 2. Congress Poster Download Platform Figure 5. Visit Duration

5

increasingly ubiquitous across multiple industries.Adoption of this technology to disseminate scientific dataand presentations within Pharma has been slow, but itsprevalence is increasing Pfizer Oncology was interested

3

4

sprevalence is increasing. Pfizer Oncology was interestedin developing a consistent QR-code approach forcongress posters. Results of a pilot followed by a large-scale rollout at major international congresses are 1

2

Min

ute

s

j gdescribed.

Research Design and Methods. A uniform approachand tracking system was developed to include creation

0

1

ECCO-ESMO IMPAKT ASCO ASHand tracking system was developed to include creation,programming, testing, deployment, and tracking. Usagedata were collected and analyzed via Google Analytics.

Results A total of 50 posters representing assets across

• The “visit duration” metric reveals the average time users spent on the congress poster download platform once they Results. A total of 50 posters, representing assets across

the Pfizer Oncology portfolio, were tagged with QR codesat 5 congresses: 2011 ECCO-ESMO, and the 2012editions of IMPAKT, ASCO, ESMO, and ASH. Overall,

spe t o t e co g ess poste do oad p at o o ce t eysuccessfully scanned the QR code with their device.

• It may be considered as a surrogate measure for engagement, though time spent could be confounded by, , , ,

there were 1806 total visits by 1049 unique visitors.Geographic representation of users was broad. The iOS(iPhone and iPad) operating system was the predominant

engagement, though time spent could be confounded by download speeds or other factors

• The experience at ASH (average visit duration: 51 seconds) differs significantly from ECCO-ESMO, IMPAKT, and ASCO

platform among users accessing posters at thesecongresses. These results suggest successfuldissemination of scientific data via QR code technology.Li it ti i d t ll ti ( ti l l d

differs significantly from ECCO ESMO, IMPAKT, and ASCO (average visit duration: 2 minutes, 53 seconds). At ASH, there was an apparent technology issue for users on both iOS and Blackberry platforms who could successfully “read”

Limitations in data collection (particularly aroundgeographic representation of users) and at the point-of-access, due to myriad available QR code readers, werenoted

RESULTS• The initial 2011 pilot was successful and in 2012 Global

the code and arrive at the landing page but then were unable to download/email the pdf. This access issue likely explains why ASH users spent less time overall at the

d l d it D t t il bl f ESMOnoted.

Conclusions. As demonstrated here, QR codes are aneffective tool to communicate scientific data at nationaland international congresses via an electronic platform

• The initial 2011 pilot was successful and in 2012 Global Medical Communications introduced QR codes across all publications teams for use at 4 additional international oncology congresses (Figure 3)

congress download site. Data were not available for ESMO

and international congresses via an electronic platform.Despite limitations with data collection and variationamong QR code readers, this technology has enhanceddata dissemination at congresses

oncology congresses (Figure 3)

─ 2011 ECCO-ESMO and

─ 2012 IMPAKT, ASCO, ESMO, and ASH Table 2 Poster Visitors Relative data dissemination at congresses.• Overall, there were 1806 total visits by 1049 unique visitors

across 10 oncology assets (Table 1)

• Each of the 50 posters was downloaded multiple times for an

Table 2. Poster Visitors Relative to Total Congress Audience

• Though posters at smaller meetings may have greater

INTRODUCTION

• Each of the 50 posters was downloaded multiple times for an average of 51 downloads/emails per poster (range: 3-373)

Though posters at smaller meetings may have greater potential exposure to attendees, there was not necessarily a clear relationship between the size of the congress and the level of engagement.INTRODUCTION

• QR, or quick response, codes are 2-dimensional bar codes

• When “read” or scanned by a QR code reader, the code will

g g

CTotal

Att dPosters,

Unique Vi it

Pfizer Poster Visitors Shown as % y ,

transmit data to the user’s device (ie, smartphone, tablet, or feature phone)

─ A variety of QR code readers and scanners are availlable

Congress Attendees,n

,n

Visitors, n

of Total Potential Audience

Figure 3. Our Global Experience in A variety of QR code readers and scanners are availlablefree of charge in smartphone app stores

• The prevalence of QR codes in the general media has increased over the past 5 years leading to greater adoption

ECCO-ESMO 2011

16,000 2 54 0.3%Use of QR Codes at Congresses

increased over the past 5 years, leading to greater adoption across of variety of industries

• Use of QR codes in healthcare communications has been mirrored by the significant uptake of technology among

IMPAKT 2012

555 1 54 9.7%

Stockholm, Sweden

Brussels, Belgium

Chicago, USA

mirrored by the significant uptake of technology among healthcare practitioners (HCPs)

─ A Google/Manhattan Research survey of more than 500 US h i i i 2012 h d th t 87%

ASCO 2012 31,250 18 666 2.1%

Vienna, AustriaUS physicians in 2012 showed that 87% use a smartphone or tablet in their practice1

• Use of QR codes among publications professionals was i l d ib d i d d b M G h

ESMO 2012 16,394 23 181 1.1%

ASH 2012 20 000 6 94 0 5%

Atlanta, USA

previously described in a survey conducted by McGrath et al from Boehringer Ingelheim and presented at ISMPP2

─ 50% of survey respondents (all ISMPP members)

ASH 2012 20,000 6 94 0.5%

reported working for a company that uses QR codes

• In 2011, Newman et al from Bristol-Myers Squibb described use of QR codes in the dissemination of congress posters3g p

─ Authors engaged in a 6-month, 6-poster pilot that yielded 122 total downloads as well as a 75% decrease in printed handouts

CONCLUSIONS• Based on the success of the pilot, a standardized

approach was implemented in Pfizer Oncology for use

• Though our analytics did represent the “location” of visitorsto the posters, it was unclear as to whether the geographiesidentified were the country of origin or country where theprinted handouts

─ Though interactions were tracked and increased by 25%, it took presenters an average of 3-5 minutes to explain and demonstrate the technology

approach was implemented in Pfizer Oncology for use of QR codes on scientific congress posters

• Through this experience, we have demonstrated i d li i l bl i tifi d li i l

device scanned the code. This confounder, coupled withincomplete analytics reports, resulted in our inability toaccurately represent these data

and demonstrate the technology

• Prior to 2011, a formal process for utilization of QR codes for dissemination of scientific data had not been developed at Pfizer T bl 1 QR C d t C

success in delivering valuable scientific and clinical information to HCPs in a convenient manner

─ A consistent level of engagement was experienced at Pfizer Table 1. QR Codes at Congresses:

Number of Posters, Visits, and Visitors

across congress settings and geographies

• Technological limitations, due to multiplicity of code scanners as well as incomplete analytics, are currently

Figure 1. Overview of QR Code DeploymentCongress Name

Full NamePosters,

n

Total Visits,

n

Unique Visitors,

n

being addressed

• Our experience in the Oncology Business Unit has served as a model, resulting in the development of an

ECCO-ESMO

The European Multidisciplinary Cancer Congress 2 78 54

Standard Operating Procedure for utilization across Pfizer Inc.

• In a rapidly evolving technology environment, this 2011

gStockholm, SwedenSeptember 23-27, 2011

IMPAKT Breast Cancer

p y g gy ,experience demonstrates how Pfizer is meeting the needs of HCPs. Current clinical practice and the needs of the HCP community have necessitated new and

IMPAKT 2012

IMPAKT Breast Cancer ConferenceBrussels, Belgium May 3-5, 2012

1 81 54important ways of delivering critical information and we continue to explore digital technologies to meet these needs

ASCO 2012

2012 American Society of Clinical Oncology Annual Meeting 18 1038 666

2012g

Chicago, IL, USAJune 1-5, 2012

European Society ofDISCLOSURES AND ACKNOWLEDGEMENTS

Point Smartphone/

Code is scanned

Code loads instantly

Webpage, with options

ESMO 2012

European Society of Medical Oncology MeetingVienna, AustriaSeptember 28-October 2,

23 339 181• The authors shared equally in the experience described as

well as in the preparation of this presentation. All authors are employees of Pfizer IncSmartphone/

tablet atQR code and

click…

scanned… instantly… with options, presented 2012

ASHAmerican Society of Hematology

are employees of Pfizer Inc.

• We would like to thank the following Pfizer colleagues for their support and involvement in this work: Alex Bittner, Sharon Hakes Michelle Kissner and the Pfizer Global

METHODS AND DATA COLLECTION

ASH 2012

Hematology Atlanta, GA, USA December 7-11, 2012

6 270 94 Sharon Hakes, Michelle Kissner, and the Pfizer Global Creative Solutions team who assisted in the layout of this poster

METHODS AND DATA COLLECTION• In 2011, the Pfizer Oncology Global Medical

Communications Team implemented a pilot program to

Total 50 1806 1049

REFERENCESCommunications Team implemented a pilot program to introduce QR codes on scientific posters

─ After identifying the business case and rationale, the process and workflow was developed (Figure 1)

Figure 4. User Operating Systems: Percentage of Devices Using iOS Versus Other Operating Systems

REFERENCES1. Google/Manhattan Research. Screen to Script: The

Doctor’s Digital Path to Treatment. Published June 2012. process and workflow was developed (Figure 1)

─ The concept was presented and endorsed following legal and regulatory review, after careful consideration of the risks and benefits

Devices Using iOS Versus Other Operating Systems gAvailable at: www.thinkwithgoogle.com/insights/uploads/940659.pdf/download. Accessed April 5, 2013.

2. McGrath MS, Fisher RJ. Acceptance and utilization ofIMPAKT 2012 ESMO 2012ASCO 2012risks and benefits

─ The initial experience included 2 posters presented at the European Multidisciplinary Cancer Congress (ECCO-ESMO) h ld i St kh l S t b 23 27 2011

2. McGrath MS, Fisher RJ. Acceptance and utilization of digital congress poster presentations: a survey of medical publication professionals. Poster presentation at the 7th Annual Meeting of the International Society of Medical

6.617.8

34.3ESMO), held in Stockholm on September 23-27, 2011

• The objective of this pilot was two-fold:

─ Provide access in a timely, convenient and electronic

Publications Professionals. April 4, 2011.

3. Newman J, Tainton G. Incorporating 21st Century technology to modernize scientific posters. Presented at 65.7Provide access in a timely, convenient and electronic

manner, and

─ Provide an alternative to printed handouts at scientific congresses where Pfizer-sponsored clinical data are

gy pthe 7th Annual Meeting of the International Society of Medical Publications Professionals. April 4, 2011.93.4

82.2

65.7

congresses where Pfizer sponsored clinical data are presented

• Additionally, use of this technology would provide insight into the level of interest in scientific posters describing ainto the level of interest in scientific posters describing a Pfizer Oncology asset

─ A congress poster download page was created with options for users to either download the poster directly or

iOS Other

options for users to either download the poster directly or email a poster pdf to themselves (Figure 2)

• Data were collected by Google Analytics and included t i b f i it t h t ( i d

• The Apple iOS platform that supports the iPhone and iPad was the predominant operating system used in the US and EU congressesmetrics on number of visitors to each poster (unique and

total), bounce rate, average visit duration, user country, and user operating system

EU congresses

• At both IMPAKT and ASCO, the most frequently used operating systems were (in order):

1 OS─ No personally identifiable information were collected

• Pending a successful outcome of the pilot, the team would implement QR codes on a broader basis in 2012

1. iOS

2. Android

3. BlackberryIf you would like a pdf copy of this poster, simply point your QRscanner at the code above.p y scanner at the code above.

Presented at the 9th Annual Meeting of the International Society for Medical Publication Professionals, Baltimore, MD, USA, April 29-May 1, 2013.