Getting answers without asking questions at BHBIA Workshop

Getting answers without

asking questions

Using social media netnography with

patients

January 17th 2013

Robert Dossin – Director Life Sciences & Healthcare

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Today’s session

Introduction

Social Media Netnography: Methodology

Applications

Cases (4)

FAQ (10)

Today’s

programme

Listening online - helping patients

In this session InSites Consulting will show how

observational methods can lead to new patients

insights for pharmaceuticals teams.

3

User-

generated-

content

4 EphMRA Conference Masterclass © InSites Consulting 2011

Observational research

1. Social media netnography

2. Multimedia ethography

Netnography

Where does observing fit in?

6

Discussions Surveys % Observing

Traditionally used most in

the pharmaceutical industry

Not yet fully exploited

in the pharmaceutical

industry

≠ clinical observation

6

Who has

experience

with

observational

research?

8 3 pillars Observational

research

Tapping into online conversations

Social Media Nethnography

Social Media Dashboards / Monitoring

exploratory for enhanced quality


Observational

research

Social media netnography

= research methodology

that makes use of publicly

available user-generated-

content in order to answer a

research question

10

Observational

research


The process

Ethnography

As with any innovation and new method there are advantages as well as

concerns. Please take 5 minutes and write down your concerns, the reasons why,

the applications you think of and what you really would want to know

CONCERNS APPLICATIONS

REASONS WHY I WOULD WANT TO KNOW

Exercise 3

Observational

research

13

Play by the book!

Respect key MR principles

ESOMAR & BHBIA guidelines

PHARMA specific

requirements and drug

safety/pharmacovigilance

Even AGENCY-CLIENT

specific processes

13

When pioneering novel techniques it is important to rely on a partner who can go along with you, follow you in your reflections, bring in suggestions and adapt accordingly. We have appreciated InSites’ flexibility, the stimulating discussions we had, their drive to transform the “golden nugget” into a workable approach, … finally their commitment to move forward and to deliver.

Rudi Van Campenhout, UCB pharma

Social media netnography Award winning methodology

ANALYSIS

SURVEY/ TOPIC GUIDE DEVELOPMENT

SAMPLING RESPONDENTS

FRAMEWORK DEVELOPMENT

SAMPLING UNIVERSE DETECTION

PASSIVE DATA COLLECTION

Traditional research Social media nethnography

TOP-DOWN & BOTTOM-UP CONTENT & TEXT ANALYTICS

ACTIVE DATA COLLECTION

Observational

research

Reversed research process


Observational

research

1. Universe detection

Representativeness

‘It’s the end of the world as we know it’


Observational

research

Conversations are the new unit of analysis

Keywords for sampling

Conversations on epilespy

Conversations on Epilepsy brands


Observational

research

Selecting the right keywords

Conversations on doctor

Analysis

Conversations on epilespy

Conversations on Epilepsy brands


Observational

research

Selecting the right keywords

Good definition of a universe


Observational

research

Google keywords

Thesaurus

Keywords for search engine optimization


Observational

research

Sampling is still key


Observational

research

Vis

ito

rs

# sources

Small # Large influence

Medium influence Specialized in topics

Long tail


Observational

research

Vis

ito

rs

# sources

http://www.healthboards.com/

http://www.coping-with-epilepsy.com/ http://scott-lwe.blogspot.com/

http://bschool.pepperdine.edu/studentblog/index.php/2010/07/freedom-from-epilepsy-

doesnt-come-free/


Observational

research

Profile information on poster / user level

– Internet has no boundaries

– Only information available that is spontaneously shared

– Representativity: what do we know about profile on social media?

Profile information on source level

– Type of social media source

– Meta data

About influentials

– On person level

– On source

Observational

research

About profile information


Observational

research

2. Data collection


Observational

research

All doubles, headers & footers eliminated

One post can only appear once!

Data restructuring

= maximum error reduction

Observational

research

Historical data

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

week 1

week 2

week 3

week 4

week 5

week 6

week 7

week 8

week 9

week 10

week 11

week 12

brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49%

Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70%


Observational

research

Public & fan pages only

Becoming friends


Observational

research


Observational

research

3. Framework development

Top down analysis

Bottom-up analysis

Observational

research

Two core principles

Text analytics is the process of

extracting knowledge and

information from text

Stage 1: Extraction of terms

What do I want to use?

Stage 2: Group terms in higher level

concepts or categories

Observational

research

The power of text analytics

3.Qualitative analysis

2.Associative pattern

recognition

1. Descriptive taxonomy detection

To what extent do we find our research

topics back?

Which terms often co - occur? Which

concept are often mentioned bottom - up?

Analyse original verbatims via qualitative

content analysis

Observational

research

Analysis process

Sentiment of the

conversation Sentiment of a

brand / topic

'I had a terrible day. I used brand x and felt better'

'I had a terrible day. I used brand x and felt better'

Conversation level Sentence level

1 positive – 1 negative 1 positive

Observational

research

Sentiment analysis

Emo

tio

ns

Excitement

Relaxed

Social

Beauty

Violence

Swear words

Despair

Weak

Loneliness

Elated, Excited, Enthusiastic

Contented, Relaxed, Satisfied

Happiness

Happy Joyful Cheerful Satisfied

Proud Trust, Love, Respect

Beautiful, Admired, Attractive

Aggressive, Abusive, Dominating

Agony, Despair, Ashamed

Tired , Bored, Weak

Lonely, Rejected, Alienated

Surprise

Amazed Surprised Astonished

Fear

Afraid Nervous Tense Worried

Insecure

Anger

Angry Furious Mad Irritated

Resentful

Sadness

Sad Disappointed Regretful Gloomy

Pessimistic

Disgust

Disgust Contempt Nasty

Observational

research


Observational

research

4. Analysis

Methodology

– Different clusters of words in the buzz are found that refer

to different themes

– For each theme, we determine the size of the cluster and

the sentiment of the cluster

Interpretation

– The themes are divided into different quadrants, based

on quartiles in volume and sentimeter.

– The different quadrants thus need to be interpreted in a

relative way, and within a certain language. E.g. themes

in quadrant are relatively more positive than themes in

quadrant but can still have a negative sentiment.

– Meaning of different quadrants

• 1: Act: themes that are often mentioned with a negative

sentiment

• 2: Develop: themes that are often mentioned with a positive

sentiment

• 3: Threats: themes with negative sentiment that are

currently not often mentioned but that are explicitely

negative for certain niches

• 4: Potential: themes with mixed sentiment that are often

mentioned. In the future, we can try to influence the

sentiment of those themes positively

1

2

3

4

Qu

art

ile

1

Qu

art

ile

2 &

3

Qu

art

ile

4

Quartile 1 Quartile 2 & 3 Quartile 4

2

1

Main conversation themes

Observational

research

Observational

research

Sen

tim

ete

r family

seizures

stakeholders

symptoms

medication brands

medication

epilepsy

diagnosis

types epilepsy

social impact children

administration

medication

Success

treatment

(no) control

surgery

side effects

budget

diet

generic medication

Frequency and

duration seizures

Seizure triggers

Medication

unloyalty

Treatment

Specific triggers

knowledge Molecules

Polytherapy

Alternative

treatment

Other treatments

Volume

Main conversation themes in epilepsy

Observational

research

21%

15%

9%

9%

7%

7%

6%

6%

6%

6%

5%

4%

4%

4%

3%

3%

3%

1%

sleep issues and fatigue

stress and anxiety

emotional and mood

dizziness

pain

other psychological

other

headache

memory issues

symptoms

cardiovascular

confusion

weight issues

muscles

vision

respiratory

gastro

tumor

What symptoms are most often mentioned in

online conversations?


Observational

research

Product evaluation

&

branding

Share of brands in total amount of

conversations

Total sample

N = 42469

Brands

14%

N = 5836

30%

N = 12754

Pharmaceutical treatment

Total sample

100%

N = 42469

2% (832 conversations)

are about generic

products

Observational

research

Brands for epilepsy

treatment are

mentioned in about

14% of online

conversations

Observational

research

0,00%

1,00%

2,00%

3,00%

4,00%

5,00%

6,00%

7,00%

8,00%

9,00%

10,00%

June July August September October November

Keppra 5,74% 4,73% 5,81% 4,92% 4,49% 3,45%

Lamictal 4,90% 4,33% 5,02% 3,91% 3,54% 3,40%

Topamax 2,23% 1,58% 1,29% 1,45% 0,86% 1,57%

Depakote 0,95% 1,10% 1,47% 1,76% 1,72% 0,83%

Trileptal 1,96% 1,47% 1,41% 1,45% 0,77% 0,61%

Vimpat 1,61% 1,72% 1,01% 0,86% 0,41% 0,31%

What is the share of voice for the different

treatments for epilepsy?

The number of conversations about

Keppra and Vimpat decreased over the

last half year.

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

Sentimeter Brands for treatment of Epilepsy (top 10 brands with most buzz)

Comparison with sentiment across brands vs top 10 Significantly higher than average No significant difference with average Significantly lower than average

N = 281

Vimpat

0,38

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 156

Epilim

0,33

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 221

Trileptal

0,28

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 1037

Lamictal

0,25

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 341

Topamax

0,25

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 138

Lamotrigine

0,23

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 306

0,41

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 1341

Keppra

0,21

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 129

Diastat

0,19

Depakote

0

-20

10

-10

-40

-30

20

30

40

50

60

70

80

90

-50

N = 192

Dilantin

0,14

Observational

research

Sentiment about Depakote is significantly more positive in comparison with other brands.

Comparing the current results with the results of last year (different calculation method),

we observe that sentiment on Keppra decreased relatively compared to other brands.

Patient

language


Observational

research

Petit mal

Also called ‘absence’

People just stand and stare vacantly

My mind was wandering, blank, in a daze

When asked to speak, would talk then just go blank and lose my

entire train of thought and having no idea what I had implied

My eyes would blink rapidly and then I would go blank as if I were

daydreaming and my mind would be shot

Observational

research

Applications


Observational

research

Typical management objectives

InSites Consulting has performed many Social Media Netnography studies in several

therapeutic areas: Parkinson’s disease, Restless Leg Syndrome, Epilepsy and

Rheumatoid Arthritis.

The main objectives of these studies were to…

1. …get insights directly from patients based on their spontaneous online discussions

2. …increase the effectiveness of the brand plans

Typical research questions

Get insights directly from patients based on their spontaneous online discussions

1. Which are the main topics that are discussed by patients and their caregivers?

2. Which language do patients use when talking about these themes?

3. What is the emotionality of the different topics? How can these emotions be explained?

4. What are the main information sources consulted by patients & caregivers?

Increase the effectiveness of the brand plans

1. How big is the buzz about product brands (you and competitors)? How did this change over time?

2. What is the tone of voice of the buzz about product brands ? Which sentiments are used?

3. Is this in line with the desired brand positioning?

Digital strategy Netnography study that results in an integrated communication & conversations

strategy in terms of who to target, with which content, on which platform.

(Reporting will be based on our activation model.)

Consumer insightment

Netnography study that results in insights and ideas on unmet consumer needs,

buying decision processes & product category usage.

Campaign evaluation tracker Netnography study that results in an ad-hoc evaluation or tracking of a campaign

Online Brand audit Netnography study that results in a 360° view on your brand

and its main competitors

Product evaluation netnography / tracker Netnography study that results in ad-hoc evaluation or tracking of a product

All Applications

Definitions

In Summary

………………………………………………………………………………………………….…….

………………………………………………………………………………………………….…….

53

Social media netnography: benefits

Access to highly involved patient and difficult topics Many conversations Most on relevant topics Ideal to explore new TAs/topics/countries

53

54

Social media netnography: limitations

Less of the uninvolved patient No probing Only what is relevant for them Internet has no boundaries

54

Cases

Cases

UCB – Social Media as the central nervous system for learning about epilepsy

Patients at the Heart

The next slides illustrate cases to demonstrate different area‟s of patient research

CASE 2 – Janssen – Diabetes (II)

3 steps to get to a new strategy using a mix of contemporary observation methods with patients

CASE 3 – Danone – Breast Feeding Community

Drivers, barriers & opportunities for formula feeding

CASE 4 – Janssen – And they lived happily ever after

Analysing user generated content on social media to increase the elderly‟s quality of life

CASE 5 – Janssen - Schizophrenia 24 x 7

How understanding patients helped Janssen to improve its website using Social

Media Netnography Research in 5 languages

Thoughts to hold on to Patients are consumers, “consumers of health” ; their discussions

are what they perceive the truth

Netnography is both a quantitative as well as a qualitative method

that requires domain knowledge to mine the user generated content

from patients

Patients want to be engaged, „cause they are engaged!

We should reinvent ourselves, engage with them where they are

& support Pharma companies in their patient conversations

Not just send our tradional messages via new channels

Not just by becoming a new channel checklist company

Stay tuned!

We believe in sharing knowledge with

all of our stakeholders.

Become friends with us, visit our blogs,

download our papers and presentations,

order our books…

Connecting on LinkedIn

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Free content on Slideshare

InSites Consulting blog

The Conversation Manager blog

How cool brands stay hot blog

http://www.linkedin.com/






[email protected]

@Robert_Dossin

http://uk.linkedin.com/in/RobertDossin

http://www.insites.eu/

http://www.twitter.com/tomderuyck

mailto: [email protected]

http://www.theconversationmanager.com/

http://www.twitter.com/steven_insites


http://www.howcoolbrandsstayhot.com/

http://www.twitter.com/joeri_insites


http://www.insites.eu/

Robert’s experience:

Robert is MD in the UK and Global head of Life Sciences & Healthcare at InSites Consulting and is

responsible for the market research and consulting offerings for all clients in the Healthcare sector

Before joining InSites Consulting, Robert worked at IMS Health, the worlds leading information provider in

the pharmaceutical industry. In the six years that he worked at IMS, as VP Marketing he has been

responsible for raising awareness of IMS high value products & services

Robert started his career at Nissan, at the European HQ of the Japanese car manufacturer as Market

Researcher and has had various marketing roles with increasing levels of responsibility.

Also, he was a marketing director at Forrester Research for 5 yrs, the European HQ of the worlds leading

Internet Technology Research firm and thought-leader in Information Technology advice.

Robert’ expertise and project experience:

Robert is used to partner with commercial teams, business units heads and chief marketing officers on

strategy development and implementation – and is an expert in launching new products, (digital) marketing

and customer understanding. He works with many Pharma & Health companies such as AstraZeneca,

GSK, J&J and is a regular speaker at Healthcare and marketing conferences..

Educational background:

Robert studied Business Economics with a major in Market Analysis and Business Statistics at the Erasmus

University, Netherlands, hold a Masters in Science (MSc) degree in Marketing and a Postgraduate Diploma

in Marketing (DipM) from the Chartered Institute of Marketing in the UK, where he is also a Chartered

Marketer and elected Fellow. In addition, he sits on the medical marketing industry group of the CIM and on

the editorial board of the Journal of Medical Marketing.

Robert Dossin Managing Director UK

Bio

Documents

Getting answers without asking questions at BHBIA Workshop